Associate Director of Marketing - North America

The Associate Director of Marketing, North America, leads the full marketing agenda across the U.S. and Canada. Reporting to the Global Director of Marketing, this role owns the strategy, execution, and optimization of all marketing campaigns end-to-end, including digital, CRM, content, events, and agent-facing activity. The role works at the intersection of student recruitment, agent engagement, and university partnerships to deliver high-impact, measurable marketing outcomes. You will lead and develop the North America Marketing team, fostering a culture of innovation, experimentation, GenAI-enabled content creation, and results-driven performance across all activities. 

About Us 

We are Kaplan International. In North America, we partner with leading universities across the United States and Canada to help international students access high-quality undergraduate and graduate programs. Through our direct admissions support and our broader global network, we enable students from the entire globe to succeed at institutions in destinations such as New York, Victoria, Boston, and Arizona. We work closely with education agents, sponsoring organizations, and school counselors worldwide to attract and support students seeking a transformational North American education experience. Our commitment to strong university partnerships and effective marketing is central to achieving our goals and serving a diverse global community. 

Key Responsibilities 

1. North America Marketing Leadership 

• Lead the NA marketing strategy, annual planning, budget oversight, and performance outcomes. 

• Maintain a strong understanding of market opportunities and challenges and translate these into actionable marketing initiatives. 

• Represent NA Marketing in leadership and cross-functional forums, ensuring alignment with Student Recruitment, Admissions, Partnerships, U.S.-onshore teams, and central Digital/Brand teams. 

2. End-to-End Campaign Ownership 

• Oversee the development, execution, and optimization of campaigns across paid media, CRM, content, social, events, partnerships, and agent channels. 

• Continuously refine student marketing journeys to improve engagement, scalability, and yield. 

• Drive a rapid testing and experimentation mindset to accelerate performance gains. 

3. Agent Marketing Strategy & Delivery 

• Work with Recruitment leads to deliver a strong agent marketing strategy for North America. 

• Provide agents with compelling content and clear value propositions. 

• Develop toolkits, playbooks, and campaigns that strengthen agent engagement and enhance regional visibility. 

4. North America Product Marketing 

• Manage the NA Product Marketing Manager and oversee the development of value propositions and proof points tailored to regional audiences. 

• Lead go-to-market strategies for new programs, partnerships, and accommodation offerings. 

• Incorporate customer insight, data, and competitive analysis into all messaging and content. 

5. Team Development & Operating Rhythms 

• Lead, coach, and support the NA marketing team, encouraging growth in analytics, agile practices, GenAI adoption, and strategic execution. 

• Foster a culture of curiosity, accountability, and innovation 

6. Brand, Creative & Regional Localization 

• Collaborate with the UK Marketing and Brand & Creative teams to maintain global brand consistency while ensuring effective localization for student recruitment markets. 

• Oversee the development of content tailored for international student audiences with a focus on outcomes and storytelling. 

• Uphold brand standards while enabling regional agility. 

7. Performance, Insights & Commercial Alignment 

• Own performance reporting for NA marketing and provide insights on ROI, lead quality, conversion rates, agent engagement, and funnel trends. 

• Recommend strategic and tactical adjustments to support enrollment and revenue goals. 

• Align marketing activity closely with regional commercial forecasts and planning. 

Qualifications and Skills 

Required 

• Experience leading marketing strategy and execution in a regional or multi-market context. 

• Proven success managing end-to-end campaigns across digital, CRM, and offline channels. 

• Strong analytical skills and experience using data, experimentation, and insight to drive performance. 

• Solid understanding of U.S. and/or Canadian higher education, international education, or a comparable sector. 

• Experience managing and developing marketing teams and influencing cross-functional stakeholders. 

• Skilled in funnel analytics, performance dashboards, and ROI-focused decision-making. 

• Strong ability to craft compelling, region-specific narratives and value propositions. 

Preferred 

• Experience with agent or B2B marketing. 

• Familiarity with GenAI workflows and marketing automation. 

• Experience working within evolving organizational environments 

Physical Requirements

• Sitting

• Standing

• Walking

• Climbing

• Lifting up to 50+ pounds 

• Pulling

• Pushing

• Carrying

• Grasping

• Reaching

• Bending

• Visual Acuity

• Color Determination

• Speaking

• Listening

Travel Requirements 

This role requires travel across the United States and Canada to collaborate with university partners, support marketing initiatives, and engage with internal teams. International travel may also be required for Europe-based meetings and events, as well as key recruitment markets worldwide—including agent visits, conferences, and leadership gatherings. Travel volume will vary based on business priorities. 

Our Working Environment 

As a key member of the Marketing team, you will join a collaborative, mission-driven group focused on supporting global student success. Based on the East Coast, this role operates primarily remotely, with opportunities to meet in person with colleagues, university partners, and teams across the U.S. and Canada.  You will work closely with Student Recruitment teams to ensure strong alignment between marketing strategy and regional enrollment priorities. Across Kaplan International, you’ll collaborate with colleagues from more than 50 countries who bring diverse perspectives and experience to a global, multicultural organization. We proudly champion wellbeing, inclusion, and community through employee networks and development programs.