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 Nightingale At Nightingale, marketing isn't a support function — it's the front door to a high-impact co…