Marketing Director - LATAM

Reports To: Senior Vice President Marketing - LATAM

Department: LATAM

Location: Mexico

Type: Full-Time, Independent Contractor

About Cintana

Based in Tempe, Arizona, Cintana Education LLC is an education company founded in partnership with Arizona State University, ranked the No. 1 university in the U.S. for innovation by U.S. News & World Report every year since 2016. Cintana helps universities worldwide increase quality and scale, and together we are building the Cintana Alliance, an international network of institutions meeting the growing demand for high-quality post-secondary education.

Position Summary

Cintana is seeking a Marketing Director to serve as the primary strategic and operational Marketing lead for the assigned universities, partnering with Senior Leadership and with the Marketing, Sales/Admissions, and other relevant teams to define and execute strategies focused on growth, enrollment, new business development, and brand strengthening.

The role combines strategic advisory with hands-on execution support, it diagnoses opportunities and performance gaps, develops recommendations and action plans, facilitates cross-functional coordination, connects the universities with additional Cintana capabilities, and monitors priority initiatives to ensure progress and results.

Key Responsibilities

Strategic Partnership with the Universities

- Serve as Cintana’s primary Marketing point of contact for the assigned universities.
- Build close working relationships with Senior Leadership and with leaders in Marketing, Sales/Admissions, Academic Affairs, Finance, Business Intelligence, and other key areas.
- Understand each university’s strategic, commercial, and enrollment priorities and translate them into a concrete marketing and growth agenda.
- Identify risks, opportunities, and performance gaps, and escalate recommendations to leadership teams.
- Facilitate decision making through analysis, benchmarking, best practices, and follow through on commitments.

Strategic Marketing and Enrollment Planning

- Support the development of each university’s marketing plans, ensuring direct alignment with enrollment targets.
- Participate in setting annual and per-cycle objectives, translating enrollment targets into demand, investment, funnel, and conversion requirements.
- Co-develop marketing plans by business line, school, program, and enrollment cycle.
- Evaluate the mix across acquisition, branding, databases, events, partnerships, and other channels.
- Proactively identify deviations from targets and recommend corrective actions.

Recruitment and Growth Funnel

- Analyze performance from demand generation through enrollment, including lead registrations, applications, admissions, and payments.
- Identify where the main funnel losses occur and distinguish between volume, quality, velocity, and conversion issues.
- Assess the volume, quality, and age of prospect databases.
- Work with Marketing and Sales/Admissions on lead nurturing, remarketing,



reactivation, and funnel acceleration strategies.
- Drive improvements in conversion rates and establish tracking mechanisms by enrollment cycle, program, and business line.

Portfolio and Go-to-Market Strategy

- Support each university in decisions related to the growth and development of its academic portfolio.
- Analyze market, demand, and competitive trends, as well as positioning.
- Participate in the evaluation of new programs and market opportunities.
- Develop launch strategies and recommendations on value proposition, target audiences, positioning, pricing, and channels.
- Structure go-to-market plans for new offerings and growth priorities.

Brand and Positioning

- Support the universities in strengthening their institutional positioning, as well as that of their schools and programs.
- Identify differentiating positioning territories and translate them into market-relevant messaging.
- Ensure each university’s strategic attributes are effectively cascaded into campaigns, programs, and touchpoints.
- Leverage available international partnerships and assets as differentiators where appropriate.
- Assess alignment between the value proposition, communications, and the prospective student experience.

Channel Strategy

- Assess and co-develop with each university a diversified recruitment model that combines digital, feeder schools, B2B, partnerships, events, referrals, international recruitment, PR, and content.
- Define the role of each channel within the funnel and ensure consistency across objectives, investment, messaging, and measurement.
- Identify opportunities to expand reach, improve efficiency, or reduce dependence on any single channel.

Business Intelligence and Performance Management

- Establish a management discipline grounded in data and performance.
- Jointly define relevant Marketing KPIs with each university and build an integrated view of investment, demand, funnel, and enrollment.
- Identify early deviations against budget, targets, and prior-year performance.
- Structure business reviews, post-mortems, and action plans based on results.
- Monitor fulfillment of commitments agreed upon with the various departments.

Marketing Capability Building within the ACIs

- Identify gaps in capabilities, processes, structure, and ways of working.
- Recommend organizational improvements and develop tools, methodologies, and best practices.
- Facilitate workshops and working sessions with university leaders and teams.
- Support the development of a high-performing marketing organization, including the definition of critical roles, processes, and capabilities.

Experience





- 10-15 years experience in Marketing, Business Management, Growth, Commercial Strategy, Digital Marketing, Enrollment Management, or related disciplines, including exposure to leadership positions.
- 10-15 years experience in strategic, digital, and performance marketing, as well as demand generation.
- 10-15 years experience developing positioning, product, and go-to-market strategies.
- Higher education experience is preferred but not required.

Skills / Abilities:

- Proven track record in complex organizations, multi-product portfolios, or models with multiple business lines.
- Experience working with sales funnels and acquisition/conversion targets is preferred but not required.
- Ability to interpret financial, commercial, and marketing data and translate it into business decisions.
- Professional proficiency in Spanish and English.
- Experience leading through influence in matrix structures or in environments where teams do not report directly to the role is preferred but not required.

AI Disclosure We use artificial intelligence (AI) tools to assist in identifying candidates who may be qualified for open roles. These tools analyze job descriptions and compare them with candidate information to help prioritize potential matches.

AI tools assist the process by helping organize and prioritize candidate information. AI systems do not make hiring decisions. All decisions about whether to advance a candidate or select a candidate for hire is made by humans.

The information used by AI screening tools may include:

- information such as required skills, experience, location, and salary range
- Resume or application information, including education, work history, location, and professional skills
- Information voluntarily provided during screening conversations, such as availability to start work, work location preferences, and salary expectations

Our screening tools analyze information provided by candidates and job descriptions to help identify potential matches. The system does not use facial recognition, biometric data, or demographic characteristics such as race, gender, or age to evaluate candidates.

Candidates who prefer not to interact with an AI screening tool or who require an accommodation may request to work directly with a human by contacting the HR team at [email protected].

Equal Opportunity Statement

Cintana Education, LLC, is an Equal Opportunity Employer. Cintana Education, LLC, does not discriminate based on race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, genetic information, or protected veteran status, or any other characteristic protected by applicable federal, state, or local law.

We are an inclusive organization and actively promote equality of opportunity for all with the right mix of talent, skills and potential. We welcome all applications from a wide range of candidates. Selection for roles will be based on individual merit alone.

📌 Marketing Director - LATAM (México)
🏢 Cintana Education
📍 México