Marketing Director

About myFootpath

myFootpath’s mission is to help universities re-enroll the 50 million adult learners who started but didn’t finish their college degrees. We reengage adult learners at scale by activating institutional data, deploying highly-targeted marketing, and providing dedicated re-enrollment support. We stand apart by aligning deeply with institutional workflows, programs, and staff culture to create a seamless bridge from "stopped out" to graduation.

Job Description Summary:

It’s an exciting time at myFootpath. We’ve experienced significant growth and continue to expand our partnerships and impact across higher education.

We’re seeking a strategic, high-growth Director of Marketing to own the myFootpath brand voice and lead our marketing engine. Reporting directly to the CEO, this role will shape how we differentiate in a competitive higher education landscape.

The ideal candidate is a master of “dual-track” marketing—able to craft empathetic, motivating narratives for adult learners while also delivering clear, data-driven value to university partners.

This is a true player-coach role. We are building the infrastructure, reports, processes and systems as we learn from our clients. In this role, you’ll bring deep technical expertise in email architecture, exceptional copywriting skills, and the ability to lead and optimize high-performing agency partners—ensuring we stay at the forefront of performance, innovation, and conversion.

Key Responsibilities:

Brand Ownership & Strategic Differentiation

• Own and evolve the myFootpath brand voice and positioning, establishing us as the premier partner for university re-enrollment.
• Lead a differentiated brand strategy that reflects our mission, value proposition, and measurable impact—across voice, visual identity, and narrative.
• Translate complex higher education pathways into clear, compelling stories for two distinct audiences:

-Adult Learners: Empathetic, motivational messaging that addresses barriers such as time, cost, and confidence to drive re-enrollment.

-Higher Ed Administrators: ROI-driven content aligned to institutional health, enrollment goals, and mission outcomes.

• Own audience segmentation and positioning strategies to increase visibility, relevance, and engagement across key constituencies.

Team Leadership & Development

• Lead, mentor, and develop a high-performing marketing team, fostering a culture of accountability, creativity, and continuous improvement.
• Provide clear direction, coaching, and growth opportunities while aligning team priorities to business goals and ensuring strong execution across all marketing functions.

Marketing Strategy, Content & Campaign Leadership

• Evolve and scale foundational marketing systems, including brand strategy, core messaging, channel strategy, CRM management, and multi-year planning.
• Guide the creation and distribution of high-impact, conversion-focused content that brings programs, outcomes, and insights to life.
• Direct integrated, multi-channel campaigns that expand reach, accelerate enrollment growth, and deepen university partner engagement.
• Ensure alignment and consistency across all external-facing communications, including digital, email, paid media, partnerships, and events.

Email Strategy & Conversion Architecture

• Own end-to-end email strategy, including visual identity, UX, and mobile-first template design that balances brand and performance.
• Lead a rigorous optimization roadmap, including A/B testing of subject lines, sender names, and CTAs—focusing on down-funnel metrics such as applications started and completed.
• Build and scale behavioral automation in platforms like HubSpot and Mailchimp, supporting both returning student nurture journeys and B2B higher ed lead generation.
• Act as a steward of our sender reputation, proactively managing domain health (SPF, DKIM, DMARC) and list hygiene

Data, Systems & Performance Optimization

• Leverage data, analytics, and audience insights to inform strategy, optimize performance, and continuously improve ROI.
• Build and manage the systems, tools, and processes (CRM, campaign tracking, content calendars, automation) that power scalable growth.
• Balance strategic vision with hands-on execution, prioritizing initiatives that deliver the greatest impact in a fast-paced environment.

Agency & Partner Management

• Lead and manage agency partners, ensuring all creative and messaging aligns with brand standards and conversion goals.
• Continuously evaluate and source new partners and specialists (creative, technical, media) to keep myFootpath at the forefront of marketing innovation.

Digital Marketing Innovation & Growth

• Stay ahead of emerging trends, including AI-driven personalization and “search everywhere” strategies.
• Oversee high-performing, targeted media campaigns that leverage institutional data to identify, reach, and reengage students at scale.

Required Qualifications:

• Bachelor's degree in Communications, Journalism, Marketing, Advertising or other relevant concentration; or equivalent combination of education and experience.
• 7-10 years of marketing experience.
• Must have worked within higher education, online higher education a plus.
• Excellent organizational skills.
• Basic design experience.
• Understands best practices for website and digital asset design.
• Strong writing and editing skills.
• Experience working with organic and paid social media.
• Experience maintaining databases and email design and deployment.

Preferred Qualifications:

• Knowledge of the operation of higher education and 100% online programs.
• Experience working in marketing and communications in a complex environment is highly preferred.
• Creative mindset with a keen eye for visual storytelling and a passion for creating engaging content.
• Partner Management: Proven experience managing external agencies, including setting clear KPIs, providing creative feedback, and managing budgets.