Enrollment Communications Manager - Digital Learning - UTK

The Enrollment Communications Manager contributes to the development and execution of a comprehensive digital engagement strategy to attract, convert, and nurture prospective students to enroll in UT fully online programs. Working in concert with the Director of Enrollment and Retention Communications, the Manager will manage internal relationships with partner areas within Digital Learning and with university partners to translate enrollment and student success objectives into scalable, data-driven marketing and communications campaigns as part of a sustainable communication ecosystem across multiple platforms and CRMs.

Strategic Planning & Campaign Execution
•    Translate overall university and Digital Learning objectives into a marketing automation approach that delivers progress toward established goals.
•    Own the implementation of marketing automation initiatives and multi-channel campaigns (email, behavioral targeting, lead prioritization & qualification, and SMS).
•    Oversee journey design: advanced segmentation, dynamic personalization, automation triggers, and iterative optimization of touchpoints.
•    Supervise email and SMS marketing efforts: iterative testing, deliverability monitoring, and engagement analytics—ensuring industry-leading open and click rates, funnel movement, and engagement through application cycles for marketing emails and automated enrollment coach outreach.
•    Improve, manage, and implement a rigorous email QA process that ensures quality in all marketing activity in keeping with the UT brand

Data Architecture, Quality Assurance & Compliance
•    In close partnership with Digital Learning’s Applied Innovation team, manage the development and maintenance of data extensions, relational schemas, and integration points across CRM, Marketing Cloud, Data Cloud/CDP, and third-party platforms.
•    In partnership with the Digital Learning teams above, enforce communication data governance standards—naming conventions, field mappings, and documentation—to protect data integrity and scalability.
•    Manage a rigorous data and design QA and approval workflow that guarantees accuracy, brand consistency, and accessibility for all messaging.
•    Ensure compliance with CAN-SPAM, GDPR, FERPA, Accessibility, and other relevant regulations in partnership with Legal and Privacy teams.
 

Relationship Development
•    Manage relationships with cross-functional teams, including Student Outreach & Engagement’s enrollment leadership and coaching teams and Applied Innovation’s CRM team to ensure successful campaign execution and scalability.
•    Collaborate with campus partners on shared CRM initiatives to develop coordinated student experiences and tailor messaging for online students.
•    Run bi-weekly and monthly internal meetings with the goal of project and audience alignment, campaign launch & performance tracking, team efficiency, and cross-functional communication.

Performance Optimization & Innovation
•    Champion a test-and-learn culture—drive A/B testing, analyze results, and scale winning tactics across programs and pathways to enrollment.
•    Monitor KPIs and maintain performance reports and work with CRM team to build custom reports for new campaign types. Present insights and optimization plan to leadership as needed.
•    Stay abreast of emerging MarTech trends (AI personalization, real-time orchestration, chatbots, ringless voicemail) and pilot new tools to elevate prospective student engagement.
 

Required Qualifications

Education:
•    Bachelor’s degree in communications or related field 
Experience:
•    5+ years of experience in marketing, communications, and/or higher education or combination of other relevant experience including internships, assistantships, or part-time work.
Knowledge, Skills, & Abilities:
•    Proven track record (5+ years) managing customer-relationship and email-marketing platforms (e.g., Salesforce, Slate, HubSpot), including platform selection, configuration, and team oversight.
•    Exceptional verbal and written communicator, adept at presenting complex strategies to senior leadership and cross-functional partners.
•    Strong organizational planner who oversees multiple initiatives concurrently setting priorities, allocating resources, and driving projects from kickoff through delivery.
•    Deep understanding of marketing and communication principles; able to define channel strategies (email, SMS) and establish QA, approval, and compliance frameworks.
•    Hands-on knowledge of HTML/CSS to guide technical teams and ensure campaign fidelity.
•    Skilled at synthesizing quantit