Associate Director, Marketing (B2C)

Associate Director, Marketing, Students and Families 

College Board – Engagement and Reach 

Remote - USA 

About the Team  

The College Board Engagement and Reach team is organized by audience and is comprised of the Engagement and Reach: Students and Families team and the Engagement and Reach: Professionals team. These teams build, execute, and optimize multi-channel campaigns to meet our audiences where they are and drive forward our organizational priorities. We’ve built a reputation for our attention to detail, focus on audience experience, and data-driven approach to delivering the right message at the right time to the audiences we serve.  

The Engagement and Reach: Student and Families team has a particular focus on increasing engagement with our SAT Weekend and Student Search Service programs, and we also develop consumer-facing brand campaigns to expand the reach of our AP and BigFuture offerings. Our work is particularly collaborative and cross-functional, partnering with colleagues in Program, Product, State and District Partnerships, and across the Engagement and Reach Division to meet our goals.    

About the Opportunity   

The Associate Director, Marketing, Students and Families will connect high school students across the country to postsecondary opportunities through College Board offerings. You’ll play a vital role in developing and delivering integrated, cross-channel campaigns to promote our SAT, BigFuture, and AP offerings. You will manage three or more campaigns each year—developing clear and engaging content, ensuring clean execution, and reporting on campaign performance. The Associate Director will partner with their manager (the team lead) to set campaign strategy.  

In this role, you will:  

Campaign Management – 34%  

• Based on organizational goals, partner closely with your manager to develop strategic plans for the campaigns you will lead. Strategy will include timing, target audience, measurement plan, messaging, channel mix, etc. 

• Effectively manage campaign efforts across various teams using internal project management systems (JIRA/Confluence), including submitting requests, managing timelines for each campaign element, and clearly documenting campaign details and progress 

• Facilitate content review and approvals process with internal stakeholders 

• Ensure clean delivery of the campaign across channels, including email, web, SEM, paid media, social, text, direct mail, video, and events 

• Share campaign plans and insights with cross-functional stakeholders  

• Facilitate relationships with external agencies, partner organizations, and other external groups, as necessary 
    

Content Creation - 33%  

• Develop clear and compelling campaign content across your channel mix (email, paid media, web/blog, direct mail, and video) with a focus on storytelling  

• Identify creative new ways to reach students and families with critical—and sometimes complex—messaging to drive toward campaign goals 

• In partnership with the internal creative team and/or external vendors, develop the assets needed to fill campaign media plans  

• Support in the creation of resources like flyers, one-pagers, FAQ guides, and testimonial content 

• Leverage GenAI to optimize content development 

Campaign Performance Analysis and Reporting - 33%   

• Track and analyze campaign performance and progress to goals through Salesforce Marketing Cloud dashboards and Adobe Analytics Workspaces 

• Optimize campaigns as required to ensure success against campaign goals 

• Leverage industry-wide best practices to continuously A/B test new messaging, creative, segmentation, customer journeys, etc. to increase conversion rates 

• Develop and present campaign wrap reports within 4-6 weeks of campaign end dates 

 About You  

• 3–5 years of consumer marketing campaign experience, ideally reaching high school students and/or parents   

• Demonstrated experience with developing compelling content for the following marketing channels: email, SMS, paid media, SEM, organic social media, and landing pages 

• Strong verbal and written communication skills—identifies as a strong writer 

• Analytical skills to interpret, summarize, and share campaign performance data; experience with Google Analytics, Adobe Analytics, or a similar web analytics platform  

• Willingness to travel 3+ times per year for team meetings, conferences, etc. 

• A deep and genuine interest in pursuing a career in mission-driven organization 

• Ability to thrive in a fast-paced environment and is comfortable working through change and ambiguity 

• Strong business acumen and project management skills 

• Comfort and willingness to thoughtfully use GenAI to optimize campaigns  

• B.A. in Marketing, Communications, Public Relations or a related field (preferred, not required) 

• Spanish-speaking (preferred, not required) 

All roles at College Board require:  

• A passion for expanding educational and career opportunities and mission-driven work 

• Authorization to work in the United States for any employer 

• Proficiency in Microsoft Suite Tools (or a willingness to learn) 

• Curiosity and enthusiasm for emerging technologies, with a willingness to experiment with and adopt new AI-driven solutions and a comfort learning and applying new digital tools independently and proactively.  

• Clear and concise communication skills, written and verbal 

• Evidence of skills and mindsets required to live out College Board’s Operating Principles, notably: 

• A commitment to candid, timely, respectful feedback  

• A learner orientation and an openness to ideas and diverse perspectives 

• The ability to push for excellence through data-informed decision-making, iterative learning, external benchmarking and user-inputs 

• Strong problem-solving skills, including the ability to break down complex issues and identify clear paths forward 

• A track record of prioritizing high-impact work, simplifying complexity, taking initiative, and making decisions quickly with clarity of purpose 

• A habit of collaborating across differences, practicing empathy, and contributing to a culture of trust and shared success 

About Our Process   

• Application review will begin immediately and will continue until the position is filled. This role is expected to accept applications for a minimum of 5 business days. 

• While the hiring process may vary, it generally includes: resume and application submission, recruiter phone/video screen, hiring manager interview, performance exercise such as live coding, a panel interview, a conversation with leadership and reference checks.    

What We Offer 

At College Board, we offer more than just a paycheck—we provide a meaningful career, a supportive team, and a comprehensive package designed to help you thrive. We’re a self-sustaining nonprofit that believes in fair and competitive compensation, grounded in your qualifications, experience, impact, and the market. 

A Thoughtful Approach to Compensation 

• The hiring range for this role is $64,000 to $100,000.  

• Your exact salary will depend on your location, experience, and how your background compares to others in similar roles at the College Board. 

• We aim to make our best offer upfront—rooted in fairness, transparency, and market data. 

• We adjust salaries by location to ensure fairness, no matter where you live. 

You’ll have open, transparent conversations about compensation, benefits, and what it’s like to work at College Board throughout your hiring process. Check out our careers page for more. 

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