Kaplan · 1 day ago
Associate Director of Marketing
United States
Full-time
Remote
Senior Level, Lead/Staff, Director/ExecutiveKaplan International is a leading organization that partners with universities across the U.S. and Canada to enhance international students' access to quality education. The Associate Director of Marketing will lead the marketing strategy and execution across North America, focusing on student recruitment, agent engagement, and optimizing marketing campaigns to achieve measurable outcomes.
Corporate TrainingEdTechEducationTest and MeasurementTraining
Responsibilities
Lead the NA marketing strategy, annual planning, budget oversight, and performance outcomes
Maintain a strong understanding of market opportunities and challenges and translate these into actionable marketing initiatives
Represent NA Marketing in leadership and cross-functional forums, ensuring alignment with Student Recruitment, Admissions, Partnerships, U.S.-onshore teams, and central Digital/Brand teams
Oversee the development, execution, and optimization of campaigns across paid media, CRM, content, social, events, partnerships, and agent channels
Continuously refine student marketing journeys to improve engagement, scalability, and yield
Drive a rapid testing and experimentation mindset to accelerate performance gains
Work with Recruitment leads to deliver a strong agent marketing strategy for North America
Provide agents with compelling content and clear value propositions
Develop toolkits, playbooks, and campaigns that strengthen agent engagement and enhance regional visibility
Manage the NA Product Marketing Manager and oversee the development of value propositions and proof points tailored to regional audiences
Lead go-to-market strategies for new programs, partnerships, and accommodation offerings
Incorporate customer insight, data, and competitive analysis into all messaging and content
Lead, coach, and support the NA marketing team, encouraging growth in analytics, agile practices, GenAI adoption, and strategic execution
Foster a culture of curiosity, accountability, and innovation
Collaborate with the UK Marketing and Brand & Creative teams to maintain global brand consistency while ensuring effective localization for student recruitment markets
Oversee the development of content tailored for international student audiences with a focus on outcomes and storytelling
Uphold brand standards while enabling regional agility
Own performance reporting for NA marketing and provide insights on ROI, lead quality, conversion rates, agent engagement, and funnel trends
Recommend strategic and tactical adjustments to support enrollment and revenue goals
Align marketing activity closely with regional commercial forecasts and planning
Qualification
Required
Experience leading marketing strategy and execution in a regional or multi-market context
Proven success managing end-to-end campaigns across digital, CRM, and offline channels
Strong analytical skills and experience using data, experimentation, and insight to drive performance
Solid understanding of U.S. and/or Canadian higher education, international education, or a comparable sector
Experience managing and developing marketing teams and influencing cross-functional stakeholders
Skilled in funnel analytics, performance dashboards, and ROI-focused decision-making
Strong ability to craft compelling, region-specific narratives and value propositions
Preferred
Experience with agent or B2B marketing
Familiarity with GenAI workflows and marketing automation
Experience working within evolving organizational environments
Benefits
Certain positions are bonus or commission eligible
Company
Kaplan
Kaplan is a provider of educational services. It is a sub-organization of Graham Holdings.
Founded in 1938
10001+ employees
Funding
Current Stage
Late StageLeadership Team
Andy Rosen
Chairman and CEO
Jerry Dervin, CPA
CHIEF FINANCIAL OFFICER
Recent News
2025-12-02
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