Senior Director, Reach Operations and Events

About this role

Senior Director, Reach Operations and Events

College Board - Engagement and Reach (EaR)

Location: This is a remote role. Candidates who live near College Board offices have the option of being fully remote or hybrid (Tuesday and Wednesday in office). All College Board employees are required to occasionally travel to meet in person for business purposes.
Role Type: This is a full-time position.

*Strong candidate already identified for this role

About the Team
The Engagement and Reach (EaR) team — roughly ninety professionals across Reach, Communications, and Counselor Community Engagement — drives College Board's strategy for reaching, engaging, and converting prospective students, families, and partners into the organization's programs. This role sits within Reach, which is responsible for connecting College Board with more students, families, and communities than ever before. That includes the work you'd expect from marketing — building interest in College Board's programs and services, and helping teams engage state and district leaders — but it also means thinking in new ways about audience engagement, including working through associations and other outside organizations to reach people College Board could not reach on its own.

About the Opportunity
This is a newly created role responsible for building, from the ground up, two enterprise-level systems that do not yet exist at College Board: a standardized approach to how the organization defines, scores, routes, and converts marketing leads, and a framework for how the organization prioritizes, resources, and measures impact across its full portfolio of over three hundred annual industry events and sponsorships. This role also builds the documentation and training infrastructure that drives adoption of these systems and establishes marketing as a cross-functional data and process partner across the organization, rather than a reactive service function.
This role will work through significant ambiguity, set direction for teams across State and District Partnerships (SDP), Global Programs and External Relations (GPER), Higher Education Membership and Access (HMA), and Program, and serve as a trusted point of view for senior leadership on questions of field marketing strategy, lead operations, event investment, and organization-wide measurement standards. This is an individual contributor role within Engagement and Reach (Reach), reporting to the Executive Director, Reach Operations, with the expectation that this person will design both systems and execute within them during this foundational period, building the supporting documentation and training that drive adoption, and refining the standards as the function matures.
In this role, you will:

Own the Enterprise Marketing Lead Operations System (35%)

• Define and own the enterprise standard for what constitutes a qualified marketing lead and contact, including scoring methodology, routing logic, and conversion tracking

• Architect the operating system connecting lead capture, scoring, and routing to sales pipeline outcomes — designed to be adopted across marketing, sales, and partner functions, not run manually

• Continuously test, refine, and improve the lead and contact operations system as volume and complexity grow, treating this as a living standard rather than a one-time build

• Build the reporting and analytics infrastructure that gives leadership visibility into lead velocity, conversion, and pipeline health
Own the Enterprise Event Strategy and Portfolio System (35%)

• Define and own the enterprise-wide framework for how the organization evaluates, prioritizes, and resources its full portfolio of over three hundred annual industry events, sponsorships, and third-party engagements

• Set the standards by which future events are selected, funded, and measured — building a system that other teams and future hires will operate within, not a calendar that this role runs alone

• Establish the impact measurement model for event investment, including cost-per-lead, pipeline contribution, and return on investment (ROI), where no standardized model exists today

• Lead negotiation and structuring of major sponsorships and speaking opportunities that carry enterprise-level visibility or investment
Shape Cross-Functional and Enterprise Direction (20%)

• Serve as the trusted point of view for the Executive Director and VP of Reach on questions of field marketing strategy, lead operations, event investment, and organization-wide measurement standards brining a clear, defensible recommendation to every significant decision.

• Align State and District Partnerships (SDP), Global Programs and External Relations (GPER), Program, and other functions to a shared standard for how the organization shows up externally and converts that presence into pipeline

• Build and maintain centralized documentation and structured training on marketing measurement and CRM best practices, driving adoption across partner divisions and establishing marketing as a cross-functional data and process partner rather than a reactive service function

• Anticipate second-order impacts of event and lead strategy decisions on sales forecasting, budget planning, and brand presence across the organization

• Benchmark lead operations and event-portfolio practices against peer nonprofit and enterprise marketing organizations, bringing external models to bear rather than defaulting to internal legacy approaches
Execute Within the Systems You Build (10%)

• Direct the build and initial operations of both systems during this foundational period, while the function is being stood up and before additional capacity is added

• Identify, over time, where execution should transfer to future hires, agency partners, or a split of the combined role, and flag when scope has outgrown a single-person structure

About You
You have:

• Seven or more years of experience across marketing operations, demand generation, or…