DARREN C. KLEIN
Summary
Growth-oriented marketer with proven track record of driving revenue and building brands in challenging market environments. Leverage strong diagnostic skills to identify opportunities to increase awareness, reputation, and revenue.
Overview
32
32
years of professional experience
Work History
Director of Marketing, IU Online and Regional Campuses
Indiana University Communications & Marketing
10.2023 - Current
- Led creation and implementation of new IU Online marketing strategy. Since launch, new enrollments have increased 32%, reversing recent declines.
- Identified campaign optimizations to improve efficiency and effectiveness. Marketing cost/new enrollee is 15% below industry average.
- Partnered with IU's regional campuses to oversee recruiting campaign. Since launch, applications have increased despite decreased market size.
Insights & Strategy Officer
Indiana University Communications & Marketing
09.2019 - 09.2023
- Built new Digital Media, Insights, and Analytics (DMIA) team, modernizing Indiana University's approach to marketing.
- Identified new out-of-state growth target segment opportunity. Fall 2021 enrollments for that segment increased 20% vs. previous three-year average.
- Led creation of IU-wide COVID Health & Safety campaign. IU maintained in-person operations throughout 2020-21 academic year. 70% of Indiana residents believe IU handled the pandemic well.
Director of Marketing & Communications, Kelley School of Business
Indiana University Kelley School of Business
08.2013 - 08.2019
- Led creation and implementation of new brand strategy. Overall enrollment increased by 42% from 2013-2019 with increased quality, generating more than $60 million in incremental revenue.
- Built newly centralized marketing and communications department comprising 20 professionals, reinventing and integrating previously scattered job functions into one high-performing team.
- Decreased incremental marketing cost/application by 17% by creating highly compelling, student-focused content. Annual video viewership increased by more than 250,000.
- Developed new communications outreach plan. In 2019, Dean Idie Kesner was named Poets & Quants Dean of the Year after heavy outreach to industry influencer John Byrne.
Director of Marketing, Kelley Direct Online MBA & MS Programs
Indiana University Kelley School of Business
11.2006 - 07.2013
- Created and led team responsible for implementation of marketing strategy that led to 80% increase in enrollments and 30-point increase in GMAT average, despite flat target market growth and increased competition.
- Developed marketing plan that resulted in over $5 of tuition revenue for each dollar spent. Results presented to IU Board of Trustees as a model of effective marketing.
- Conceptualized and successfully pitched Kelley Connect Week, which reimagined the in-residence curriculum and experience. Enrollments increased by 20% in two years with higher student satisfaction.
- Initiated the use of online recruiting events, allowing Kelley Direct to reach more prospects via the same technology they would use in the program. Tools have since been widely adopted in post-COVID era.
- Earned Kelley Staff Merit Award in 2010. Kelley School nominee for university-wide IU Staff Merit Award in 2011.
Assistant Director for Marketing & Recruiting, Undergraduate Program
Indiana University Kelley School of Business
05.2006 - 10.2006
- Developed marketing strategy and tactics focused on attracting Direct-Admit (DA) quality students to Kelley. DA enrollments increased nearly 20% in 2007.
Consumer & Market Knowledge Manager, Cosmetics
Procter & Gamble
05.2004 - 05.2006
- Led communications strategy research process for Lash Exact, translating unique product feature into highly appealing benefit. First-year volume was largest in Cover Girl mascara's history at the time.
- Led Competitive Response Model session, predicting a major competitor's response to Lash Exact prior to launch. Aligned cross-functional team and management to adjust tactics, leading to estimated $5 million increase in sales.
Consumer & Market Knowledge Associate Manager, Personal Cleansing
Procter & Gamble
06.2001 - 05.2006
- Led innovative advertising qualification plan for the launch of Old Spice Body Wash. With advertising as primary awareness-generator, initiative was largest male-targeted new launch in P&G's history at the time.
- Synthesized market research data to create strategic target for Ivory. After brand began designing against the target, it grew market share for the first time in 20 years.
- Developed regression models to calibrate employee research data with general consumer data. Models allowed company to gain insightful data before patents were approved, saving months in innovation process.
Account Underwriter – Surety Department
The St. Paul Companies (formerly USF&G)
07.1993 - 08.1999
- Analyzed financial data in order to make underwriting decisions; contributed over $3.7 million profit.
Education
Master of Business Administration - Marketing, Decision Sciences
Kelley School of Business, Indiana University
Bloomington, IN05.2001
Bachelor of Science - Business Economics & Public Policy
Kelley School of Business, Indiana University
Bloomington, IN05.1993
Skills
- Content development strategy
- Marketing data interpretation skills
- Brand strategy
- Strategic brand positioning
- Team leadership
- Strategic campaign management
- Digital marketing
- Market analysis and implementation
- Industry analysis and benchmarking
- Strategic marketing planning
Timeline
Director of Marketing, IU Online and Regional Campuses
Indiana University Communications & Marketing
10.2023 - Current
Insights & Strategy Officer
Indiana University Communications & Marketing
09.2019 - 09.2023
Director of Marketing & Communications, Kelley School of Business
Indiana University Kelley School of Business
08.2013 - 08.2019
Director of Marketing, Kelley Direct Online MBA & MS Programs
Indiana University Kelley School of Business
11.2006 - 07.2013
Assistant Director for Marketing & Recruiting, Undergraduate Program
Indiana University Kelley School of Business
05.2006 - 10.2006
Consumer & Market Knowledge Manager, Cosmetics
Procter & Gamble
05.2004 - 05.2006
Consumer & Market Knowledge Associate Manager, Personal Cleansing
Procter & Gamble
06.2001 - 05.2006
Account Underwriter – Surety Department
The St. Paul Companies (formerly USF&G)
07.1993 - 08.1999
Bachelor of Science - Business Economics & Public Policy
Kelley School of Business, Indiana University
Master of Business Administration - Marketing, Decision Sciences
Kelley School of Business, Indiana University
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