DIRECTOR OF ADMISSIONS & MARKETING

Reports to: President

Position Summary:

The Director of Admissions and Marketing is a strategic leadership role responsible for developing and executing comprehensive marketing and enrollment strategies to attract, recruit, and retain students. This position oversees all aspects of marketing and branding outreach to ensure consistent enrollment growth and alignment with the school’s mission and goals.

The Director leads a team focused on generating awareness, increasing engagement, and converting leads into enrolled students through data-driven marketing campaigns, community partnerships, and streamlined admissions processes. This role requires a dynamic individual with a strong background in marketing, enrollment management, team leadership, and a passion for vocational education.

Leadership and Supervision:

• Supervise and support the Admissions Manager.
• Work closely with the President to develop and execute a marketing and enrollment strategy.
• Work closely with the President and Vice President of Finance on the marketing budget and setting enrollment goals.
• Coordinate recruiting initiatives across all departments.
• Lead, supervise, and provide professional development opportunities for marketing and admissions team members.

Marketing & Outreach:

• Develop and implement a marketing and organic social media strategy to attract, recruit, and retain students.
• Oversee paid, digital and print advertising placement to optimize outreach and visibility.
• Create and maintain a marketing calendar aligned with key enrollment cycle milestones.
• Write content for marketing and admissions materials and the website.
• Oversee the website and coordinate content updates with other areas across the school.
• Engage with prospective students and families, providing detailed information on programs, admissions, financial aid, graduation outcomes, and career pathways.
• Act as the primary liaison with the school’s digital marketing vendor to optimize campaign effectiveness.

Enrollment Management:

• Set and monitor key performance indicators (KPIs) for lead generation, conversion rates, and enrollment targets.
• Analyze market and demographic data to identify opportunities for new programs, target audiences, and geographic markets.
• Create and oversee a lead nurturing strategy.
• Approve the recruiting schedule.
• Conduct admission interviews.

Collaboration and Stakeholder Engagement:

• Cultivate new articulation agreements with academic institutions.
• Forge new relationships with alumni, high schools, CTE schools, community colleges, CE Centers, community organizations, and workforce development boards to expand outreach and referral networks.
• Provide training and support to faculty, staff, and alumni ambassadors regarding interviews, personalized communications, campus tours, open houses, school visits, boat shows, etc.

Data Analysis and Reporting:

• Monitor, analyze, and report on enrollment data and trends to inform enrollment strategies.
• Generate reports on admissions activities, student demographics, and conversion rates to evaluate the effectiveness of recruitment efforts.
• Ensure admissions procedures comply with institutional and accreditation standards.

Qualifications:

• Education: Bachelor’s degree in education or a related field.
• Experience: Minimum of 5-7 years in marketing, admissions, or recruitment, preferably in a trade or technical school setting.

Skills & Competencies:

• Proven leadership and team management skills.
• Exceptional interpersonal, communication, public speaking, and project management skills.
• Proficiency in CRM systems and Microsoft Office Suite.
• Self-motivated with the ability to work independently and with minimal supervision.
• Analytical mindset to evaluate data and refine recruitment strategies.
• Commitment to delivering outstanding customer service.
• Dedication to ethical recruitment practices, transparency, and fairness in admissions.
• Ability to adapt to changing market trends and refine recruitment strategies accordingly.

Working Conditions:

This position is full-time, on-site with some travel to schools, college fairs, and boat shows. Flexibility to work evenings and weekends as necessary to support admissions.