Associate Director Marketing Strategy - Student Recruitment Marketing

Reporting to the Director of Marketing Strategy, the position will be responsible for the management of the broad range of student recruitment communication activities that support the university’s enrollment goals and promote and enhance its mission and strategic direction. These include, but are not limited to: print publications, web content, email and other digital communications, videos, social media, and other marketing, communications and outreach projects. The position will work closely with other staff in the enrollment and recruiting enterprise to coordinate and/or manage related projects.

 

This position will be responsible for developing and maintaining a strong, working relationship with internal colleagues, providing direction and consultation on communication and marketing to support enrollment goals. The person will respond to all leadership requests in a timely manner and ensures that units’ issues are dealt with in an efficient manner. This position will regularly and proactively communicate relevant information to the Director of Marketing Strategy to assist in decision making and planning.

 

In consultation with leadership and staff, this person will provide expertise and skills to design, develop and implement communication plans that are consistent with university and division priorities. This position is responsible for developing annual and short-term communication plans with proposed timelines, costs, and measurements. Plans will be designed within the framework of overall marketing strategies and brand standards.

 

In addition to other forms of communication, the position is responsible for developing and managing complex email marketing programs. To that end, the position requires expertise in the use of university CRM technology, especially as it relates to communication plans. Working with other staff, this person is expected to maintain and advance their level of expertise to provide competitive advantage to the university in meeting its enrollment goals.

 

This position entails a range of tasks and responsibilities including but not limited to: supervision of one full time staff member and temporary student interns, writing and editing effective promotional messages for a variety of audiences; writing and editing scripts for video/audio clips and assisting with multimedia production; assisting with design and development of marketing materials; assisting with content of social media accounts; and assisting with other marketing/communication outreach activities.

 

Other duties as assigned.

 

20% Responsive Leadership:
Develop and maintain a strong working relationship with internal colleagues, providing direction and consultation on communication and marketing to support enrollment goals. Be responsive to leadership requests in a timely manner and ensures that units’ issues are dealt with in an efficient manner. Regularly and proactively communicate relevant information to the Director of Marketing Strategy to assist in decision making and planning.

 

20% Campaign Management:
Plan, create, and manage campaigns for all stages of the student recruitment funnel. Ensure campaigns are timely, relevant, and engaging to target audiences.

 

15% Content Creation:
Collaborate with content, design and video production teams to produce compelling content, including copywriting, design briefs, and multimedia elements.

 

25% Email Marketing Strategy:
Develop and execute comprehensive email marketing strategies that align with the university’s goals and objectives, focusing on key goals for each stage of the recruitment funnel. Build and optimize marketing automation workflows using Salesforce/Pardot/Account Engagement. Design and implement automated email sequences for each stage of the recruitment funnel. Segmentation and Personalization: Utilize customer data to segment email lists and create personalized campaigns that resonate with different student personas and drive higher engagement rates. Monitor and analyze email marketing performance metrics, including open rates, click-through rates, conversion rates, and unsubscribe rates. Provide actionable insights and recommendations for continuous improvement.

 

20% Collaboration:
Work closely with cross-functional teams to align recruitment marketing efforts with overall marketing and enrollment objectives.

This position is primarily onsite, with the expectation that employees will work in our office for the majority of the week. Remote work may be considered on a limited basis, depending on specific project needs and management approval.

Contingent upon availability of funds.

A Master’s degree in marketing, business, communications or related field and 2 years of experience is required or a Bachelor’s degree in similar fields with a minimum 4 years of experience.