Vice President, Growth (Sales & Marketing)

Accepting Applications @Robertson College
  • Post Date : May 21, 2024
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Job Detail

  • Job ID 7470

Job Description

THE ORGANIZATION

Our Client, Robertson College, has been in operation for over 100 years and has established itself as a leading private post-secondary institution in Canada that is undergoing significant growth and expansion both domestically and globally. They pride themselves on offering students an inclusive community that respects the diversity and uniqueness of each student.

At the heart of their philosophy is the pursuit of knowledge and personal growth and development. Robertson College provides the opportunity to expand their horizons and prepare their students for the next stage of their personal journey. Meaningful, challenging, industry-reviewed programs taught by qualified, dedicated instructors are at the core of Robertson College’s operation. Robertson ensures its students’ success by providing quality instruction, industry-aligned curriculum, and practical hands-on learning experiences. Robertson’s commitment to its learners is to connect work-ready students and graduates with industry and employer partners helping them to conduct a successful job search and find post-program employment.

Robertson is the School of New Work. Their vision is for everyone to have a good life through a prosperous and fulfilling career. Robertson’s mission is to empower their students with the most relevant training and up-to-date industry insights to thrive in a modern work environment. Having a deep understanding of the demands of the modern workforce is integral to what Robertson offers their learners.

Robertson strives to improve access to quality post-secondary education for all students through instructor and self-guided learning. They empower students to craft their education experience, giving them the choice between online guided, hybrid and online self-guided courses.

Internally, Robertson places value on building a work culture that is flexible and adaptive to the changing world of work. Robertson provides their team members a #MeDay each week to invest in themselves.

They also seek out diversity in their team by #CelebrateEverything and encourage team members to take paid time off to celebrate their cultural, religious, and spiritual holidays. Their team is intentionally talent-dense – their strength lies in the differences in backgrounds and expertise that each bring to the table. They operate in a fast-paced environment where they continually challenge themselves to think outside of the box. They want their team to feel welcomed, energized, and engaged while having fun.

For more information on Robertson College, please visit www.robertsoncollege.com.

 

THE OPPORTUNITY

The Vice President, Growth (Sales and Marketing) at Robertson College is responsible for driving revenue growth through strategic sales and marketing initiatives. This role involves setting clear goals, understanding the market, developing effective sales, and marketing strategies, cultivating partnerships, monitoring performance, and fostering a culture of excellence and innovation. The VP will oversee the Recruitment and Admissions (sales) team, Agency on Record, lead the internal marketing team, ensure integration with Operations and Workforce teams, and focus on the continuous development of the team.

 

RESPONSIBILITIES & ACCOUNTABILITIES

Strategic Leadership & Planning

  • Develop and implement comprehensive sales and marketing strategies to achieve enrollment and revenue targets.
  • Align strategies with Robertson College’s mission to deliver premium education and meaningful employment outcomes.
  • Define clear goals and objectives for student enrollment, program expansion, and revenue growth.
  • Collaborate with senior leadership to align marketing and sales strategies with the overall strategic plan of the college.

 

Recruitment & Admission (Sales) Performance Management

  • Track and analyze sales performance metrics, including revenue, conversion rates, program trends, etc.
  • Identify trends and areas for improvement to enhance sales effectiveness.
  • Use data-driven insights to track progress toward sales goals and implement necessary adjustments.
  • Develop and implement sales training programs to improve team performance and productivity.

 

Marketing Strategy Development

  • Design and execute multi-channel marketing campaigns to attract and retain students.
  • Utilize digital marketing, social media, content marketing, SEO, and traditional channels to maximize outreach and engagement.
  • Develop and manage the college’s brand positioning as a premier private educational institution.
  • Create marketing content and collateral that effectively communicates the college’s value proposition.

 

Oversee Agency on Record

  • Manage and oversee the relationship with the Agency on Record to ensure alignment with marketing strategies and goals.
  • Collaborate with the agency to develop and execute effective marketing campaigns.
  • Monitor agency performance and provide feedback to ensure optimal results.
  • Ensure the agency delivers high-quality, on-brand content and meets project deadlines.
  • Conduct thorough market research to understand industry trends, competitive landscape, and potential student needs.
  • Analyze demographic trends, industry reports, and news to inform strategic decisions.
  • Use insights gained from research to develop targeted marketing and sales strategies.
  • Monitor and evaluate competitor activities and adjust strategies accordingly.

 

Lead Generation & Pipeline Management

  • Ensure a robust pipeline of qualified leads to meet enrollment targets.
  • Implement lead generation strategies, including inbound and outbound marketing, to drive new student acquisition.
  • Manage the lead qualification process to optimize conversions and reduce bottlenecks in the sales pipeline.
  • Utilize CRM tools to track leads and measure the effectiveness of lead generation campaigns.

 

Sales Process Optimization

  • Develop and maintain a structured, effective sales process that ensures consistency and efficiency.
  • Monitor key stages of the sales process, such as lead qualification, discovery, and closing, to ensure adherence to best practices.
  • Continuously improve the sales process based on feedback and performance data.
  • Implement sales automation tools to streamline processes and improve efficiency.

 

Partnership Development

  • Cultivate strategic partnerships with local businesses, non-profits, and government agencies to enhance visibility and reputation.
  • Collaborate with partners on educational programs, research projects, and community initiatives.
  • Explore new partnership opportunities to expand the college’s reach and impact.
  • Negotiate partnership agreements and manage ongoing partner relationships.

 

Brand Management

  • Strengthen Robertson College’s brand positioning as a premier private college offering high-quality education and services.
  • Oversee the development of marketing materials, advertising, and promotional activities.
  • Ensure consistent messaging and branding across all marketing channels.
  • Manage the college’s online presence, including website and social media platforms.

 

Performance Monitoring & Reporting

  • Continuously monitor key performance indicators (KPIs) related to sales and marketing efforts.
  • Provide regular reports to senior leadership on performance, trends, and areas for improvement.
  • Use performance data to make informed decisions and drive strategic initiatives.
  • Conduct regular performance reviews with the sales and marketing teams to ensure alignment with goals.

 

Team Leadership & Development

  • Lead and mentor the sales and marketing teams to achieve high performance and professional growth.
  • Foster a collaborative and innovative team culture focused on achieving strategic goals.
  • Implement training and development programs to enhance team skills and capabilities.
  • Set clear performance expectations and provide regular feedback to team members.
  • Encourage continuous learning and professional development through workshops, courses, and certifications.
  • Recognize and reward team achievements to motivate and retain top talent.

 

Innovation & Continuous Improvement

  • Encourage new ideas, experimentation, and calculated risks to drive innovation.
  • Implement a culture of continuous improvement to stay ahead in a competitive market.
  • Promote a mindset of innovation and creativity within the team.

 

Lead Internal Marketing Team

  • Provide leadership and direction to the internal marketing team.
  • Foster a collaborative and creative work environment that encourages innovation.
  • Ensure the team has the resources and support needed to execute marketing strategies effectively.
  • Conduct regular team meetings to review progress and align priorities.

 

Integration with Operations & Workforce Teams

  • Work closely with Operations and Workforce teams to ensure seamless integration of sales and marketing initiatives.
  • Align marketing strategies with operational capabilities and workforce needs.
  • Collaborate on workforce development initiatives to support student employment outcomes and business growth.
  • Coordinate with the operations team to ensure smooth implementation of new programs and initiatives.

 

FIRST YEAR – MEASURES OF SUCCESS

  • Build strong relationships with your team fostering an environment of collaboration, trust and engagement while driving towards a common goal.
  • Understand the current sales environment today, looking for opportunities for quick wins while continuing to move towards longer-term strategic success.
  • Continue to challenge the team, hold them accountable and develop them for growth.

 

Key Performance Indicators (KPIs)

  • Monthly Revenue Target: Set and achieve monthly revenue goals.
  • Marketing to Sales Conversion Ratios: Analyze the effectiveness of marketing efforts in converting leads to enrollments.
  • First 30-Day Retention of Students: Track the retention rate of students in their first 30 days.
  • Overall Lead Generation: Track the total number of leads generated through various marketing and sales efforts.
  • Brand Awareness Level: Measure brand recognition and perception in the target market.
  • Cost Per Acquisition (CPA): Monitor the cost of acquiring each new student.
  • Team Happiness and Integration: Assess team satisfaction and the effectiveness of cross-functional collaboration.
  • Net Promoter Score: Gauge student satisfaction with services provided.
  • Return on Marketing Investment (ROMI): Evaluate the financial return on marketing expenditures.

 

THE INDIVIDUAL

Given the pivotal role this individual will be expected to play in achieving the strategic objectives of the company and in supporting the success of the organization, it is essential that the successful candidate possess the following core competencies, experience, and attributes:

Education

  • Post-secondary education in Business, Marketing, or a related field is ideal with experience being considered in lieu of.
  • Master’s degree an asset.

Experience

  • Minimum of 7 years of experience in sales with the ideal candidate having sold an intangible “solution” versus a product.
  • Minimum of 5 years of sales leadership experience.
  • Experience in selling business to consumer (B2C) with business to business (B2B) being considered.
  • Strong understanding of market research, digital marketing, and sales processes.
  • Excellent leadership, communication, and interpersonal skills.
  • Ability to think strategically and make data-driven decisions.
  • Proven track record of driving revenue growth and achieving sales targets.
  • Experience managing external agencies and leading internal teams.
  • Ability to work collaboratively with cross-functional teams.
  • Commitment to continuous learning and professional development.

 

Competencies and Knowledge

  • A strong networker, who enjoys building relationships.
  • Excellent verbal and written communication skills.
  • Strong supervisory and leadership skills.
  • Excellent organizational skills and attention to detail.
  • Strong analytical and problem-solving skills.
  • Proficient with Microsoft Office Suite or related software.

 

Personal Profile

  • Highly motivated, with a demonstrated passion for excellence and taking initiative.
  • Accountable, consistently taking ownership and initiative for your department.
  • Can function independently without a lot of guidance.
  • Extroverted with high energy, enjoying meeting people and building relationships.
  • Solutions driven, has grit to work past obstacles with a personal drive to meet your goals.
  • Is resourceful seeking information as needed.
  • Strong communication skills keeping leadership and other stakeholders informed regularly.
  • Excellent interpersonal skills with ability to build relationships with customers and colleagues.
  • Is a strong coach and mentor supporting the leadership team with growth and learning.
  • Collaborative working together as a team to get the desired results, not hierarchical.
  • Enjoys a fast-paced and ever-changing environment viewing this as exciting and a challenge.
  • Lives the core values and vision of Robertson.
  • “Roll up your sleeves” attitude and enjoys making things happen.
  • Open to candid feedback, seeing this as an opportunity for learning and individual growth.

 

COMPENSATION

An excellent compensation package awaits the successful candidate.

 

LOCATION

Calgary or Edmonton, Alberta

 

WORK ENVIRONMENT

This position will work on-site and will be expected to travel to all Robertson College locations.

 

HOW TO APPLY

For the opportunity to join our client in the role of Vice President, Growth (Sales & Marketing) please email your resume to DreamBig@profoundtalent.com referencing Position ID # ALQR-247532. Should you have any inquiry regarding this position, please contact Terri Davis at 587-200-0114 ext. 101.

For further information on ProFound Talent Inc. please visit: www.profoundtalent.com

 

EQUAL OPPORTUNITY

ProFound Talent is a woman owned and operated business, recognized and certified by Women Business Enterprise (WBE). We pride ourselves in supporting equity, diversity, and inclusion initiatives in our recruitment processes and in our work environment, where every individual feels valued and respected. We welcome applications from all qualified individuals to which you may confidentially share your accommodation needs at time of application. We will adjust our processes to ensure you have an inclusive, fair, and respectful experience that allows you to represent yourself in your unique and most authentic way.

 

* We thank all applicants for your submissions, however only candidates being considered for this role will be contacted. *