Associate Director, Digital Marketing and Content Strategy

Job
Summary:

The Crummer Graduate School of Business is seeking an Associate Director, Digital Marketing and Content Strategy to optimize digital marketing efforts focused on mid level career executives and graduate business admissions. The ideal candidate will collaborate closely with the MBA program Admissions team, and the executive education sales and partnership teams to enhance lead conversion, ensuring seamless alignment between marketing strategies and enrollment conversion goals. This role is instrumental in shaping a data-driven marketing approach and driving innovative, impactful campaigns tailored to clients and prospects seeking either an MBA or an executive education program.

This individual will have deep expertise in digital marketing strategy, content development, and creative campaign writing and analytics. They will lead efforts to refine audience targeting, optimize user journeys, and create compelling campaigns that resonate with prospective students and mid-career level professionals. This candidate brings a strong foundation in strategic content creation along with operational digital marketing and execution abilities. This individual will understand how to tell compelling stories across digital touchpoints and will manage Crummer’s digital brand presence across all platforms. This position requires someone with both creativity and strategic rigor, capable of transitioning Crummer from a “Random Acts of Content” model to a robust, strategically aligned storytelling content framework.

Key Responsibilities

• Strategic Leadership and Collaboration
  • Develop and implement digital marketing strategies that align with enrollment objectives.
  • Partner with Admissions and executive education product teams to streamline communication and ensure an optimized lead-to-enrollment process.
  • Conduct market research and competitive analysis to identify opportunities and gaps in strategies.

• Content Creation and Campaign Management
  • Design and execute multi-channel campaigns to engage prospective students.
  • Build and manage Crummer website strategy to drive awareness and reputation.
  • Oversee content development, ensuring messaging is compelling, brand-aligned, and tailored to the needs of adult learners.
  • Manage editorial calendars and campaign timelines.

• Analytics and Optimization
  • Utilize tools like Slate Enrollment Database (enrollment), Sales CRM (Salesforce/MS Marketing Cloud) and Google Analytics to analyze campaign performance, refine audience segmentation, and improve conversion rates.
    
  • Optimize digital touchpoints to improve and optimize campaigns, user experience and enrollment outcomes. 
    
  • Develop actionable reports to guide data-driven decision-making
    
    
• Community Engagement
  • Foster relationships with students, alumni, and faculty to enhance engagement and advocacy across digital platforms.
    
  • Create and manage online events, webinars, and other interactive experiences to attract prospective students.
  • Work closely with faculty, admissions/enrollment, and alumni teams to align marketing efforts with institutional goals.
  • Train and mentor team members, foster a culture of collaboration and continuous improvement.

Minimum Qualifications & Education:

• Bachelor’s degree in communications, marketing, journalism or related field.
• Minimum of 7 years of experience in data driven digital marketing.

Preferred Qualifications:

• Master’s degree in communications, journalism or digital marketing (or MBA) with a concentration in communications and/or marketing.
• Strategic content development experience in higher education or consumer luxury industry.

Knowledge, Skills, and Abilities:

• Demonstrated ability to develop and execute data-driven marketing strategies.
• Exceptional communication and interpersonal skills for effective collaboration across teams.
• Creative problem-solving abilities with a focus on continuous improvement.
• Strong project management skills, with the ability to manage multiple initiatives simultaneously.