Vice President, Marketing & Branding

About the Role

Nightingale College is seeking a Vice President, Marketing & Branding to lead the operational engine behind our growth. Reporting to the Chief Growth Officer, you'll take the enterprise growth strategy and turn it into coordinated, market-by-market execution — leading three talented teams (Performance Marketing, Direct Marketing, and Creative & Brand) as one integrated function. This is a role built for someone who wants real ownership: you'll be the single accountable leader for our marketing-to-lead funnel, freeing the CGO to focus on board-level strategy while you run the day-to-day engine that drives learners toward Nightingale.

If you love building systems as much as you love building brands — and you want your work to open doors for people pursuing careers in nursing and healthcare — this is a rare seat at the table.
What You'll Do
Integrated Marketing Strategy & Coordination

- Build and own an integrated marketing operating model aligning Performance Marketing, Direct Marketing, and Creative & Brand around shared enrollment goals.

- Serve as the primary decision-maker across performance marketing, direct marketing, brand, and market research.

- Lead annual and semesterly integrated marketing planning cycles tied to state-level enrollment targets.

Market-Level Performance Management

- Shift reporting to market-level dashboards tracking cost per lead, cost per start, and enrollment performance by state and program.

- Partner with market research to analyze state-by-state opportunity, competitive landscape, and learner personas.

- Build and maintain enrollment plans for each market, with a clear strategy for balancing enrollment across states.

Marketing Operations & Technology

- Complete and optimize Salesforce CRM as the marketing system of record.

- Build and maintain UTM tracking infrastructure across all channels.

- Design and deploy a real-time lead scoring program so vendor partners can measure and optimize their own effectiveness.

- Own the vendor ecosystem — evaluating and managing partners based on performance benchmarks.

Brand & Campaign Leadership

- Lead national brand campaigns that build Nightingale's reputation in healthcare and nursing education.

- Develop localized market campaigns reflecting each market's unique tuition, fees, and enrollment considerations.

- Ensure the Creative & Brand team is fully embedded in the growth plan, producing assets aligned to enrollment goals.

Cross-Functional Leadership

- Act as executive sponsor for marketing initiatives, removing barriers and driving alignment independently.

- Coordinate with enrollment leadership on conversion strategy and the learner journey from inquiry through start.

- Represent marketing in cross-functional planning with Solutions, Communications, and Business Development.

What You Bring
Minimum Qualifications

- 10+ years of progressive marketing leadership experience, including at least 5 years at the VP or senior director level.

- Demonstrated experience in multi-state or nationally scaled enrollment/lead generation marketing programs.

- Prior experience in higher education; nursing education or healthcare-adjacent education required.

- Proven success implementing Salesforce CRM and building UTM/attribution infrastructure.

- Track record leading cross-functional marketing teams (performance, brand, direct, and market research).

- Strong analytical capability — able to translate market-level data into actionable strategy and clear leadership decisions.

- Experience managing vendor relationships with performance-based accountability.

Preferred Qualifications

- Background in nursing education marketing.

- Familiarity with state regulatory environments, including Boards of Nursing and healthcare system partnerships.

- Experience building enrollment or go-to-market plans across multiple geographic markets.

- Proficiency with marketing analytics platforms and lead scoring technologies.

Why N