Global University Systems

Global University Systems (GUS) is an international education group that empowers students to transform their lives through education. We believe education drives careers, lives, and society forward, enabling a brighter and more sustainable future for all.  Our institutions offer the broadest range of industry-relevant skills through inclusive, accessible and digital-first learning.  We offer a choice of career-enhancing certificates, degrees and post-graduate level qualifications, equipping our thriving multi-national community of students for lifelong success.  Our world-leading network and state-of-the-art institutions power the upskilling of our students worldwide.  

Global University Systems Canada (GUS Canada)

Global University Systems Canada (GUS Canada), a subsidiary of Global University Systems (GUS), is a network of higher education institutions dedicated to delivering innovative and accessible education that supports graduate success through industry-aligned partnerships and collaborations. Our network of institutions is united by a shared commitment to providing accessible, industry-relevant qualifications. GUS Canada is strongly committed to fostering diversity across our community and values inclusion, collaboration, and sustainability.

Summary of role:

The Vice President, Marketing is the senior executive responsible for enterprise-wide marketing across three medical schools and one veterinary school within Global University Systems (GUS). GUS is a network of universities operating around the world. These schools include Medical University of the Americas (MUA), St. Matthew’s University School of Medicine (SMUSOM), St. Matthew’s University School of Veterinary (SMUSVM), and Saba University School of Medicine (SUSOM). Each medical school is an accredited, 4-year MD degree program with the first two years of Basic Sciences taught on the respective Schools’ campus located in the Caribbean and the second two years of Clinical Medicine taught in hospitals and medical centers in the US and Canada. Veterinary students at SMU study in Grand Cayman for seven semesters of the Basic Sciences and then three semesters of Clinical Medicine in the US, Canada, or the UK.

This position is accountable for working closely with the GUS centralized marketing services who is charged with demand generation and brand strategy across all schools and programs and managing an internal marketing team. This is an integral role in the institution and strong digital, analytical and operational discipline is expected, ensuring marketing investment delivers measurable enrollment impact while protecting brand integrity and regulatory compliance.

Responsibilities

• Own end-to-end marketing strategy aligned to institutional enrollment goals across all schools and programs in the US, Canada, and in targeted international markets

• Translate enrollment targets into channel-level, market-level, and intake-level marketing plans

• Work closely with marketing agency and GUS Global services to ensure marketing lead volume, qualified lead volume, and pacing align with enrollment goals, setting clear scopes of work, performance expectations, and outcome-based KPIs

• Define success metrics tied to outcomes – applications, starts (metrics), cost per enrollment – in addition to lead volume

• Provide executive leadership with trends, risks, recommendations, opportunities, and competitor insights

• Ensure that all digital demand-generation efforts drive to the set targets and make adjustments as needed, focused on improving conversion rates and optimizing cost per lead, cost per application, and cost per start

• Oversee paid search and paid social strategy, audience targeting and segmentation, creative testing and optimization, and website conversion optimization and landing page performance

• Ensure strong integration between digital platforms, Salesforce CRM, and marketing automation and attribution tools

• Own the marketing analytics framework that ensures monitoring end-to-end and ensure proactively identifying underperforming campaigns or markets, shifts in student demand or behavior, opportunities to reallocate spend for improved ROI

• Own brand strategy, communications, and reputation management

• Lead public relations strategy and crisis communications, in close collaboration with executive leadership

• Ensure all marketing and promotional materials are maintained consistently and information is accurately reflected across all digital platforms, websites, social media, and communications

• Partner with the VPs, Field Admissions (US, Canada, and International) to support recruitment efforts and adjust campaigns by region to yield best results

• Use regional and geographic data to identify growth opportunities and risk areas

• Stay up-to-date on market and industry relevant information as they relate to and impact medical and veterinary school student recruitment

• Lead a high-impact internal marketing team by defining clear roles and responsibilities, setting priorities and expectations, and motivating to optimized productivity levels

• Own the marketing operating budget and manage allocation of spend across channels and markets

• Partner with Finance to evaluate budget, return, and forecast impact of marketing investments

• Participate and support board and finance committee discussions

Essential Skills and Experience

• Ability to translate enrollment goals into outcome-based marketing strategies

• Deep understanding of digital demand generation channels, attribution models, cohort and funnel analysis, and evaluating digital performance

• Strong understanding of CRM and marketing automation tools

• Ability to evaluate and transform complex data into clear insights the drive decisions

• Proven experience managing external agencies and comfortable holding agencies accountable for results and what action to take based on performance and institutional needs

• Demonstrated ability to lead high-performing teams

• Excellent written, verbal, and communication skills

• Experience partnering closely with senior leadership across departments

• Comfortable representing marketing strategy and performance in executive board and finance committee meetings

• Experience in the higher education industry

• Acts with integrity in decision-making and leadership approach

• Demonstrated ability to drive creative and messaging that yields higher lead generation and conversion

Related Work Experience

• 10 – 15+ years progressive marketing experience with increasing leadership responsibility

• Senior marketing leadership experience developing and owning strategy and performance in a digital, performance-driven environment

• Demonstrated success managing multi-million-dollar marketing spend with ROI accountability and enrollment outcomes

• Extensive experience overseeing external agencies and vendors

Education

• Bachelor’s degree in marketing, business, or related field

• Advanced degree preferred

We will screen all applicants and select candidates whose qualifications meet our requirements. We will carefully consider your application during the initial screening and will contact you if you are selected to continue for the next stage of the recruitment process. We wish you every success in your job search.

GUS is an equal opportunities employer and positively encourages applications from suitably qualified and eligible candidates regardless of sex, race, disability, age, sexual orientation, or religion or belief