Senior Manager, Product Marketing

About Covista Covista is America's largest healthcare educator, serving more than 97,000 students and supported by a community of 385,000 alumni across five accredited institutions. Through personalized, tech-enabled education powered by 10,000 faculty and colleagues, Covista expands access to healthcare careers and addresses the U.S. healthcare workforce shortage at scale. Covista is the parent company of American University of the Caribbean School of Medicine, Chamberlain University, Ross University School of Medicine, Ross University School of Veterinary Medicine and Walden University. Our colleagues come from a wide range of backgrounds, business, academia, healthcare, government and nonprofits, and are part of a culture where doing exceptional work and making a meaningful difference for students and society aren't separate goals—they're one and the same. This means creating an environment where colleagues can develop new skills, build careers that match their ambitions and see the tangible impact of their work on healthcare education and workforce development. Colleagues who deliver results and embrace new tools to work smarter are valued for their contributions. But what makes working at Covista distinctive is our impact. Our faculty and colleagues don't just support healthcare education—they shape it. This isn't abstract purpose work. It's solving real problems for real people in real communities while advancing careers. We operate on a hybrid schedule with four in-office days per week (Monday–Thursday). This approach enhances creativity, innovation, communication, and relationship-building, fostering a dynamic and collaborative work environment. For more information, visit covista.com and follow us on LinkedIn , Instagram and YouTube .  Opportunity at a Glance Covista is seeking a Senior Manager, Product Marketing to drive Walden University marketing efforts for an assigned vertical and its program portfolio (for example, Social Work and the offerings within it, such as the Masters of Social Work), with the goal of growing enrollment in that category. This person is responsible for how Walden University shows up in a given degree-program market category, and for what Walden means to a prospective student weighing (for example) a Walden master's in education. They lead the development and execution of integrated marketing strategies that highlight Walden's strengths within the vertical, translating program differentiators into campaigns that drive consideration, engagement, and enrollment growth.  This role ensures that the marketing department provides strong strategic and operational support for the vertical while working within the broader brand marketing framework. The Senior Manager partners closely with cross-functional stakeholders — the Brand Marketing Director, channel leads, creative services, product, enrollment, and academic teams — to deliver high-impact campaigns that move prospective students from awareness through enrollment.  Responsibilities Go-to-Market Strategy & Campaign Execution  Lead the development and execution of go-to-market strategies for the vertical's programs, integrating brand, digital, and enrollment priorities.  Own the brief-to-activation process: translate campaign briefs into integrated marketing plans, define launch readiness requirements, manage timelines and milestones, and ensure the work lands in market as briefed.  Develop campaign positioning — how each campaign shows up in the market — within the guardrails of vertical and brand positioning.  Partner with product management and academic teams to translate program differentiators into marketing messages and campaigns.  Develop and manage campaign calendars, communication plans, and campaign briefs that define channel roles, activation strategy, and sequencing — what each channel partner needs to execute.  Lead campaign hindsighting: bring together channel leads and stakeholders to review results, surface what worked and what didn't, and apply learnings to future campaigns.  Vertical Messaging  Own messaging for the vertical and its programs — the specific language that tells a prospective student why this program at Walden is the right choice.  Ground messaging in competitive differentiation, student outcomes, employer demand, and enrollment data.  Keep messaging current as the market moves: update when competitors shift, when new proof points land, when enrollment data says something isn't resonating.  Maintain audience definitions that guide campaign targeting and messaging for the vertical.  Channel Activation & Integrated Execution   Collaborate with channel leads (paid media, database marketing, web, organic social, SEO) to design and execute high-performing, inquiry-generating campaigns.  Keep messaging consistent and mutually reinforcing across the funnel and across channels.  Sequence and prioritize activity against enrollment goals for the vertical.  Market & Competitive Intelligence  Monitor the competitive landscape for the vertical: track competitor programs, positioning, and market activity.  Use market insight, student and employer demand signals, and enrollment data to inform campaign strategy and messaging decisions.  Performance & Optimization  Monitor and evaluate the effectiveness of marketing activities; deliver actionable insights to improve performance and ROI.  Balance speed, scale, and quality in a fast-paced, highly regulated environment.  Collaboration & Leadership  Partner with product, academic leaders, enrollment, and student support within the vertical's pod to align on goals and execution.  Partner with marketing operations to sequence deliverables, manage timelines, and ensure campaign readiness.  Collaborate with internal creative services and external agency partners to ensure all work meets brand standards and compliance requirements.  Represent the vertical in quarterly planning, creative reviews, and QBRs, providin