As SVP of Marketing Services for Online Program Management (OPM), Lori Turec leads her team of international marketers who are not only specialists within their marketing disciplines but also seasoned experts in higher education marketing.
It is their responsibility to fully understand every partner school’s brand and program differentiators. They work with Keypath partners in a highly transparent, collaborative way. The team develops and executes a customized strategic marketing plan for each program. This living document acts as a roadmap for geographic targets, an extensive channel mix, a targeted messaging strategy, creative direction and conversion rate optimization.
The results speak for themselves. Partners often say the speed to market and specialized approach to delivering high-quality student inquiries have exceeded their expectations.
Is there a hobby you can't live without?
There are too many exciting things in the world for me to have just one hobby! I’m an avid gardener and reader. I enjoy preparing challenging new dishes then testing them out on my friends and family. Last but not least, I’m a sports nut – Royals, Chiefs and KU Basketball.
What excites you about working for Keypath?
I’ve consistently been excited about our ability to adapt to changes in the education marketplace. The challenges today are significant, and it’s powerful to see how we continue to deliver great students for our partners.
Where do you see your specialty going in the next five years?
Both marketing and higher education are changing at a rapid rate. Some trends we expect to see in five years include faster and more effective speed to multiple markets across a broader channel mix with first-class creative and content. Additionally, we expect highly refined campaign optimization to play an even bigger role. Keypath is set up to be the leader in all of these areas.
How can you use your skills to change the student experience for the better?
We are doing this now. We combine our market research, competitive-set analysis, and On-site Discovery Session results to truly understand the characteristics of the prospective students. We go beyond just demographic and geographic planning to truly understand what is motivating this person to go back to school now. Then we create compelling content (blogs, videos, etc.) that speak precisely to this person. We help them see the value proposition of the school and the program – how it helps them meet their goals. By doing this, we cut through the noise and match the right student to the right program.
What is your favorite personal achievement?
I cannot select just one. I have been blessed with a terrific family – and I like to think I played a part in how well they are doing. Additionally, I get to work with a team that I’m incredibly proud to be a part of. What could be more fun?