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 community. Every campaign, every market plan, and every dashboard you build connects directly to real learners finding their way into nursing careers that change their lives and their communities. This role gives you the authority to build systems that work and the mission to make that work matter. You'll lead with data, lead with heart, and help scale something bigger than any single campaign — all while embodying Evolvitude™, our shared commitment to growth, transparency, and continuous improvement.

All new hires are required to attend New Collaborator Orientation (NCO) in Salt Lake City, Utah. The College will cover travel, lodging, and other accommodations.

Nightingale’s commitment to diversity and inclusion is reflected both in our learners and collaborators because we believe the best outcomes for learners from underserved and diverse populations are achieved through collaborators with similar backgrounds and cultures. Nightingale Education Group is an equal opportunity employer.

Our Mission (not just words on the wall, we live it, love it, and daily contribute to it): With the primary focus on higher learning in healthcare professions, Nightingale Education Group contributes to elevating education, health, and employment systems through facilitation of academic achievement, personal growth, and professional development of its learners, alumni, and collaborators, while serving diverse communities.

At Nightingale Education Group, our Innovative Education model helps transform rural health landscapes through our blended-distance learning platform. Every person involved with Nightingale Education Group helps to change the lives of our learners, our communities, and ultimately the world by adding to the quality of healthcare. We are proud to have graduated nearly 5,000 nurses serving communities in need. We are serious about our outcomes and have a little bit of fun getting there.

The professional and personal development of our learners and our collaborators is our company’s foundation. Not only do we develop strategies that promote a positive work-life integration, but we also create an environment that invites you to become an expert in your field, be it through higher education or professional development. Put simply, we elevate employment, elevate health, and elevate education. We’re so happy that you’ve found us!

Employment is contingent upon successful completion of a background check and drug screen.