Senior Associate Director for Enrollment Marketing Strategy

Position Type: Staff Full-time

Hours per week: 37.5   

Weeks per year: 52

Work Schedule: Monday through Friday 8:30 am to 5:00 pm, with some night and weekend work required 

Department Summary & Job Purpose:

The Senior Associate Director of Admission Marketing Strategy will ensure that the department uses the most contemporary and effective approaches for targeted and influential audiences through a variety of media including print, web, email, text, and social media. The Senior Associate is charged with the development of a sophisticated marketing strategy that aims to positively impact the conversion of prospect to inquirer, inquirer to applicant, and admitted student yield. The Senior Associate Director supports office recruitment efforts, reading, and selection, and will have oversight of several travel territories and their corresponding applicants.

Core Job Duties and Responsibilities: 

45% - Marketing Strategy Development and Execution

• Partner with the AVP for Marketing and Communication, VP for Enrollment Management, and Dean of Admission to develop the overall marketing strategy for the division that includes but is not limited to print, email, web content, social media, presentations, and media releases.
• Provide strategic planning and management of all facets of prospective student marketing and social media efforts across a range of communication platforms. 
• With AVP for Marketing and Communications, develop and manage a robust assessment program for enrollment marketing that provides timely feedback, maximizes results, and makes effective use of budget. 
• Create drip marketing campaigns that incorporate industry-leading best practices consistent with brand guidelines. In collaboration with internal and external partners, produce content, write copy, and generate campaign ideas and frameworks for the annual drip marketing campaigns for undergraduate student recruitment. 
• Lead the departmental partnership with the college marketing and communications team (MARCOM) and freelance artists assigned to admission projects. 
• Develop and deploy a marketing plan that engages prospective students and key influencers, designed to increase prospective student knowledge of the college community, academic programs, mission, strategic priorities, affordability, and admission and financial aid processes. Key influencer communities include parents, college counselors, CBOs, and alum volunteers. 
• With the Dean of Admission, identify unique marketing and communication needs of prospective domestic and international student communities to be incorporated into the divisional plan. 
• Create a consultative environment that engages divisional directors, leadership, and cross-campus partners to ensure communication plans are aligned with short- and long-term enrollment goals. 
• Lead the Admission Marketing and Communication team in their focus on content, communication through our CRM (Slate), and the production of social media content. 
• Serve as a member of the Strategic Enrollment Planning Group (SEPG). 
• Manage the admission communication budget for print and mailing, and solicit project cost estimates for divisional approval.  Manage relationships with external creative and production vendor partners. 
• Stay current with higher education marketing trends and developments and issues and policies pertaining to best practices; examine the strategies of peer, competitor, and aspirant institutions. 
• Supervise two staff: the Associate Director of Enrollment Marketing and Communications and the Assistant Director of Admission and Coordinator of Social Media. 

20% - Reading & Evaluation 

• Read and evaluate applications from assigned territories. 
• Guide and support applicants within assigned territories, including individualized outreach to applicants. 

20% - Travel & Recruitment 

• Travel 6-8 weeks per year (fall and spring) visiting high schools and delivering key messages about the College in public presentations (information sessions) to diverse audiences; discern most appropriate style of communication to effectively deliver messages to each unique audience population. 
• Schedule recruitment appointments in assigned travel territory (including liaison work with schools, counselors, and other educational stakeholders, in addition to prospective students and families). 
• Collaborate on program development, organization, and implementation of strategic admission initiatives relating to recruitment and travel. 
• Represent the college nationally, and if required, internationally, at high schools and other recruitment venues. Sta