•Directs all marketing (content/inbound marketing, marketing technology, advertisings, branding, lead generation, analytics, funnel optimization, etc.) for the COB Chapman Graduate School of Business.•Develops data-driven marketing plans for current and new graduate programs.•Designs, creates, deploys, measures, and optimizes omnichannel marketing strategies, collaborating with multiple departments.•Defines marketing metrics and analytics. Facilitates the data collection process.•Directs, reviews, and improves advertising across multiple platforms and channels.•Allocates advertisement spending based on full-funnel performance metrics.•Contributes to and approves the design, creation, and distribution of digital content (emails, website, landing pages, banners, brochures, social media) and printed content to market COB graduate programs.•Directs the design, development, and deployment of website functionalities for COB graduate programs.•Collaborates with the data analyst and technology teams to identify, implement and optimize high-level business requirements and technology solutions that improve marketing and recruitment efforts.•Aligns the user experience across all marketing channels with the Chapman Graduate School of Business identity and image.•Facilitates the synergy and collaboration between the graduate program marketing team and the graduate program recruitment teams.•Directs the development of marketing budgets.•Organizes and supervises market research to keep abreast of trends, competitors’ marketing movements and to identify potential target audiences.•Collaborates with external units that recruit for the online graduate programs in the area of marketing, technology, recruitment, and data integration.•Organizes and supervises the use and reliability of the CRM data for the marketing of graduate programs (target audiences, campaigns, communication plans, automated replies, notifications)