JAMES A. DRUCKER

Responsible for growing and protecting the Western Atlantic University School of Medicine (WAUSM) brand. Built and overseen various operations functions responsible for helping to meet and exceed enrollment goals. Hired and developed a high performing team, identified best-in-class vendors/platforms, and executed innovative strategies across platforms to engage/educate primary target market, prospective students, and secondary market, influencers.

WAUSM KPIs:

• Increased applications by 43% and enrollment by 28% YOY in first two years of operations for the medical school
• Developed efficiencies in marketing/admissions initiatives to decrease cost per application by 31% YOY from 2022-2023

Responsibilities:

• Oversee marketing and communications for Western Atlantic University School of Medicine (WAUSM); provide leadership for other operational areas
• Hired and managed employees to maximize productivity while training staff on best practices and protocols.
• Presented and discussed strategy and initiative progress with senior business leaders.
• Responsible for driving interest and engagement that yields inquiries, applications and ultimately matriculants for WAUSM and Medical Advancement Preparatory Program (MAPP)
• Build and mentor talented team that develops and executes on initiatives to build brand equity and drive interest in the medical school
• Develop annual budgets for all enrollment management departments to be reviewed and approved by Executive Dean
• Develop overall strategy to yield healthy pipeline of qualified prospective students; oversee creation of dashboards to coherently illustrate key performance indicators (KPIs)
• Craft engaging creative and copy for myriad marketing and admissions needs; advertising, social posts, press releases, website content, internal communications, etc
• Procure platforms and solutions that afford enrollment management team ability to be successful in engaging, and converting students for WAUSM and MAPP (CMS, CRM, Marketing automation, etc.)
• Report out on metrics to Board of Directors, Executive Leadership colleagues, and Institutional Investors
• Increased market awareness and penetration through development of creative collateral
• Leveraged YouTube and other viral marketing tools and channels to generate buzz
• Conducted and evaluated market research to adjust marketing strategy to meet changing market and competitive conditions

• Executed strategic campaigns to drive qualified inquiries and enrollment; success in FY18 produced enrollment increases over prior year by 17% in September '17, 21% in January '18, and over 30% in May '18
• Served as project manager for large scale projects such as overhaul and relaunch of institutional website in November '17; contemporary, responsive site yielded 5% decrease in bounce rate, increase of 11% in mobile users, and 14% increase in new users overall
• Partnered with best-in-class vendors to optimize digital campaigns and drive highly qualified prospects and applicants; increased yield of application to acceptance by 6% over prior year to 44% in FY18
• Continually increased digital asset library through video/photo shoots in Dominica and other campus locations, at clinical affiliate sites, and events across US and Canada; team produced 100+ fresh videos including 360 virtual tour of campus and Facebook live stream events that garnered strong organic engagement between prospective students, current students and alumni
• Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
• Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
• Oversaw implementation of Marketing Automation Solution (Pardot) to nurture prospective students and more effectively communicate with them at various point in recruitment funnel
• Built entirely new marketing team with focus on brand building and lead generation through multimedia and automation platforms
• Refreshed institution's Brand Guide including reworked color palette, and treatment of promotional creative and copy
• Received industry awards in 2017 for our new institutional website, 360 virtual tour of campus, Facebook live stream event production, social advertising, and Viewbook
• Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs
• Devised marketing plans using digital strategies, print advertising, and word of mouth tactics

• Designed and executed integrated marketing plans to increase brand awareness of Baruch College in targeted regions nationally and internationally
• Fostered work culture of collaboration and inclusion to increase morale and reduce turnover.
• Led effort with external agencies to rebrand Zicklin School of Business including development of new website; campaign launched in April, 2016
• Developed strategic advertising campaigns with objective of increasing inquiries to Baruch's graduate programs
• Campaigns netted over 3,000 fresh inquiries for Zicklin School of Business graduate programs
• In 2015, targeted outreach yielded most registrants and attendees ever for School of Public Affairs Open Houses for graduate programs
• Led development of non-academic initiative promoting rental spaces to create new revenue stream for the College
• Crafted RFPs for all external agencies related to branding, web design, and marketing/media buying; led or served on RFP committees responsible for vetting and identifying agency partners
• Served on Global Cross Border Team as marketing/communications lead; focus was developing strategies to grow international recruitment at undergraduate and graduate levels
• Managed relationships with external agencies/vendors; liaised all communications between external parties and senior stakeholders including deans, provost, and president
• Oversaw daily workflow of all marketing/communications projects; managed and grew marketing and communications staff that includes director, project managers, graphic designers, and communications professionals
• Served on departmental and College-wide search committees aimed with identifying and attracting talented professionals to Baruch College
• Fostered work culture of collaboration and inclusion to increase morale and reduce turnover
• Networked with industry experts and potential clients to drive brand awareness and promote unique position in marketplace

• Designed and executed campaigns in support of new Montclair State University brand identity “It's all here.”; delivered over 20 presentations to executives, deans and campus community
• Crafted and implemented integrated marketing plans and associated media plans to elevate reputation of Montclair State University's Schools/Colleges among key constituencies
• Developed recruitment strategies for Undergraduate and Graduate Admissions; Graduate student enrollment increased 8.5% and Undergraduate applications increased 2.3% in 2013-14
• Built and managed annual multi-million dollar budget for all University marketing initiatives
• Managed SEO and SEM functions for University's digital properties
• Responsible for developing standard metrics to illustrate campaign performance and ROI
• Managed relationships with all external marketing agencies/vendors including oversight and approval of all creative developed for marketing and advertising initiatives
• Developed and oversaw workflow process for all University marketing projects (over 800 marketing projects delivered by marketing and design teams each fiscal year)
• Oversaw institutional brand and enforced brand guidelines within campus community
• Crafted RFPs for external agencies and printers; successfully contracted six vendors in 2013-14
• Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns
• Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs

• Designed and implemented institutions' recruitment and brand strategies managing annual marketing budget of $5,600,000
• Increased applications 138.1% for Ross University School of Veterinary Medicine (RUSVM) and 67.8% for Ross University School of Medicine (RUSM) from, American University of the Caribbean School of Medicine (AUC) applications increased 16.3% for May '12 term and 14.1% for September '12 term (AUC acquired in August '12)
• Achieved advertising recall metrics of 25-60% when conducting surveys of prospective students
• Developed new brand identity and institutional logos for RUSM and RUSVM in July 2008
• Produced AVMA accreditation videos for RUSVM; produced all video and photography assets
• Honored with awards from CASE (Council for Advancement and Support of Education), New Jersey Ad Club, and Higher Ed Marketing for collateral produced in 2009, '10, ‘11
• Created interdepartmental workgroup to oversee use of Social Media by university community; crafted compliance policies with other marketing heads of DeVry subsidiaries
• Managed workflow between staff, coordinating documents, planning, and creative material distribution.
• Researched developing trends to stay updated with new ideas and marketing practices

• Planned Giving pledges increased from $4.8 million in 2003 to $24.8 million in 2005
• Executed campaigns yielded 17% of total bequests since 2003 and several new prospective donors
• Spearheaded redesign and launch of interactive gift planning web site that attracted unprecedented traffic levels; 1,400+ visitors/month as of June 2005
• Initiated gift planning programs on and off campus that delivered new donors and prospects
• Assisted with development of event strategies and tactical plans to promote accomplishment of marketing goals

• Taught four components of marketing curriculum: Principles of Marketing, Consumer Behavior, Marketing Management, and Marketing Research
• Prepared syllabi, lesson plans, lectures, exams, and projects for students

• Wrote and executed strategic marketing plans that increased brand awareness for directories
• Analyzed results of marketing campaigns in continual effort to improve lead generation

• Sold $600,000 of online advertising in co-op campaign with USA Today
• Trained travel agents on Vacation.com's proprietary software

• Produced features for Classic Zone series; one feature aired on ESPN's SportsCenter
• Wrote scripts for talent and produced vignettes and promotional spots for air