Associate Director of Recruitment Marketing (Marketing and Communications)

Job Details

Johns Hopkins, founded in 1876, is America's first research university and home to nine world-class academic divisions working together as one university.

Reporting to the Director of Recruitment and Marketing in the Johns Hopkins Whiting School of Engineering’s Marketing and Communications Office, we are seeking a Associate Director of Recruitment Marketing who will manage the prospective student enrollment marketing efforts for the school’s graduate programs, including but not limited to full-time/on-campus master’s and PhD programs, online master’s programs, and non-residential doctoral degrees. Focusing on marketing data analytics to inform strategies to recruit and enroll students, this position will be responsible for developing marketing and communications efforts to meet specific enrollment goals, including but not limited to digital lead generation, email campaigns, social media marketing, blog development, and video production. The Associate Director of Recruitment Marketing will also collaborate with the communications team to create content and execute organic marketing tactics to promote our graduate programs to peers and internal stakeholders as needed.

The Associate Director of Recruitment Marketing is responsible for the communications, marketing, and/or public affairs functions for a large, complex department or center. While larger divisions may divide oversight for these functional areas, this role will typically serve as the sole accountable leader across all functions for a designated area or within a smaller school/division. The position provides leadership and utilizes professional experience to leverage the skills and knowledge of related professional staff.

The Associate Director of Recruitment Marketing provides senior-level leadership on communication and marketing strategies for strategic initiatives and devises a cohesive messaging platform. Leads a team of communications professionals and is responsible for the planning, development, and implementation of marketing strategies, communications strategies, and public relations activities, both external and internal.

Specific Duties & Responsibilities

• Create, implement, and measure the success of a comprehensive marketing, communications, and public relations program (or a pre-defined combination of these functional areas) to enhance the image and position of the designated area within the marketplace and the general public.
• Facilitate internal and external communications ensuring alignment with the broader school and university strategies.
• Oversee editorial direction, design, production, and distribution of publications.
• Serve as the representative to the media, coordinate media interest, and ensure regular contact with target media.
• Coordinate the appearance of print and electronic materials, e.g. letterhead, use of logos, brochures, etc.
• Provide counsel to project teams on marketing, communications, and public relations, and manage the associated marketing and communications staff assigned to these projects.
• Ensure that the center/department and associated projects regularly conduct market research and coordinate and oversee this activity.
• Monitor trends and ensure implementation of best practices.
• Lead projects including cause-related marketing and special events.

Planning and Budgeting

• Develop short and long-term plans and budgets for the marketing/communications/ public relations program and its activities, monitor progress and evaluate performance.
• Report progress to the relevant project leaders and leadership team.
• Provide input and recommendations on short and long-term goals and objectives to the leadership team.
• Develop, implement and monitor systems and procedures necessary for the smooth operation of the marketing/communications/public relations functions, including staff management.
• Keep informed of developments in the fields of marketing, communications, public relations, governance, and organizational strategies and integrate this information to ensure the center/department operates with initiative and innovation.

Organizational Strategy

• Work with staff to develop and maintain a strategic perspective based on marketplace and constituent needs and satisfaction, organizational direction, program and services, and decision-making to maximize the impact of activities for the center or department.
• Ensure that the mission and vision of the defined oversight area are incorporated and promoted in all activities.
• Act as an internal consultant to bring attention to, and ensure progress toward, institutional priorities.

Managing

• Maintain and promote a culture of high-quality work and efficiency that attracts, retains, and motivates staff and volunteers.
• Recruit, train, supervise, support, develop, assign tasks, monitor progress, and guide staff and volunteers.
• Lead and manage a team.
• Manage the relationship with, and satisfaction of, key stakeholders and partners.
• Effectively enable staff and volunteers staff to promote the center or department by:
• Transmitting the center/department values, vision and direction.
• Engaging people in the purpose of the center/department and respective projects.
• Respecting and using the skills, expertise, experience and insights of staff and volunteers.
• Providing direction and resources, removing barriers and helping develop skills.
• Other duties as assigned.

In addition to the duties described above

• Manage and develop a full-funnel marketing campaign, through paid and organic efforts, to generate student leads and establish effect marketing touchpoints throughout the funnel, from awareness to enrollment.
• Manage the development, maintenance, and execution of marketing communications to graduate students in the pipeline, up to and including prospective and admitted students, through an integrated marketing strategy, including but not limited to digital marketing through Google Ads, Meta, LinkedIn, email campaigns, and text communications, and more.
• Manage the segmentation of prospective graduate student audiences in Slate to ensure its integrity, and coordinate with the admissions, enrollment, and lead nurture team to streamline communications to effectively measure prospective student engagement from inquiry to enrollment.
• Serve as the lead stakeholder in working with digital marketing vendors, domestic and international, for recruitment efforts, to include managing day-to-day operations, monitoring campaign performance and data analysis, and advising on marketing tactic enhancements.
• Responsible, in collaboration with the full recruitment team, for meeting application and enrollment goals. This means playing a central role in marketing data analysis, overseeing campaign optimizations, and producing marketing reports regularly with detailed analysis of campaign outcomes (lead to application conversion rates, cost per enrollment, application yield analysis, etc.).

Minimum Qualifications

• Bachelor's Degree in a related field.
• Five years of related experience.
• Additional education may substitute for required experience, and additional related experience may substitute for required education beyond a high school diploma/graduation equivalent, to the extent permitted by the JHU equivalency formula.

Preferred Qualifications

• Bachelor’s Degree in Marketing, Communications, Advertising, Public Relations, or related area.
• Four to six years’ relevant experience.
• Experience creating and executing digital marketing campaigns, including paid, organic and social media as well as analyzing results
• Experience with Slate highly desirable and preferred
• Experience in Higher Education Preferred (ideally in marketing, recruitment, admissions)

Technical qualifications and specialized certifications

• Experience and working knowledge of data analysis tools and dashboards such as Tableau and PowerBI
• Experience and knowledge of Google Analytics, and creating digital campaigns through Google Ads, LinkedIn, Meta, and digital marketing channels.
• Strong project management skills and experience with project management tools (e.g. JIRA, Asana, Basecamp)

On call or non-standard work hour requirements

• Support with school and recruitment events might be evening and weekends sporadically

Classified Title: Sr. Communications & Marketing Manager
Job Posting Title (Working Title): Associate Director of Recruitment Marketing (Marketing and Communications)
Role/Level/Range: L/04/LD
Starting Salary Range: $75,800 - $132,600 Annually (Commensurate w/exp.)
Employee group: Full Time
Schedule: M-F, 37.5 hrs weekly
FLSA Status: Exempt
Location: Hybrid/Mount Washington Campus
Department name: Corporate & Global Affairs
Personnel area: Whiting School of Engineering