Job Details
Supervisor: Sr. Director of Enrollment Marketing
Status: Full Time
Job Location: Hybrid Longmeadow or Remote if beyond 45 miles
Exempt (Yes/No): Yes
JOB SUMMARY: The Director of Enrollment Marketing provides strategic leadership for enrollment marketing initiatives for their assigned divisions / programs to meet enrollment goals. Reporting to the Sr. Director of Enrollment Marketing, this position develops and executes integrated marketing strategies with a strong emphasis on digital marketing, email marketing, lead generation, and marketing automation. The Director collaborates closely with Enrollment Management, and Academic Affairs, and external agency partners to develop campaigns that attract, engage, and convert prospective students throughout the enrollment funnel. This role is responsible for optimizing marketing performance through data analysis, audience segmentation, CRM strategy, and continuous improvement.
Essential Responsibilities
- Develop and execute integrated enrollment marketing strategies that support recruitment and enrollment goals for assigned divisions and programs.
- Lead multi-channel marketing campaigns across digital, email, web, social media, paid media, search, display, and other channels to generate inquiries, applications, and enrollments.
- Develop and oversee enrollment communication strategies that engage prospective students throughout the enrollment lifecycle—from inquiry through enrollment—including targeted email marketing campaigns, automated communication flows, and personalized messaging that improves engagement, conversion, and enrollment yield.
- Partner with the Enrollment Marketing Systems team to optimize CRM workflows, audience segmentation, lead management, marketing automation, campaign tracking, and reporting to support effective recruitment and personalized student communications.
- Monitor and optimize digital marketing performance, website conversion, email engagement, and enrollment funnel metrics through data analysis, A/B testing, and continuous improvement to maximize marketing effectiveness and return on investment.
- Collaborate with Enrollment Management, Academic Affairs, Communications, and external agency partners to develop integrated recruitment campaigns that align with institutional priorities, enrollment goals, and brand standards.
- Partner with web and creative teams to develop and optimize enrollment-focused content, landing pages, digital experiences, and calls to action that strengthen prospective student engagement and conversion.
- Manage assigned marketing budgets, agency relationships, project timelines, and campaign execution, ensuring initiatives are completed on time, within budget, and aligned with strategic priorities.
- Drive innovation by evaluating emerging enrollment marketing trends, digital technologies, and artificial intelligence (AI) tools to enhance recruitment strategies, personalize the prospective student experience, improve operational efficiency, and strengthen marketing performance while ensuring technology complements, not replaces, the human-centered student experience.
- Prepare and present campaign performance reports, key performance indicators, market insights, and strategic recommendations to senior leadership, using data to inform decision-making and continuous improvement.
Qualifications
- Bachelor's degree in Marketing, Communications, Business, or a related field required; Master's degree preferred.
- Minimum of five (5) years of progressively responsible experience in marketing, enrollment marketing, or higher education marketing.
- Demonstrated success developing and executing integrated, multi-channel marketing campaigns with a strong emphasis on digital marketing, lead generation, and enrollment growth.
- Experience developing and managing email marketing strategies, lifecycle communications, and automated communication flows that guide prospective students through the enrollment funnel.
- Experience with CRM systems and marketing automation platforms; Salesforce and Marketing Cloud Account Engagement (Pardot) experience strongly preferred.
- Strong knowledge of digital marketing, including Google Analytics, Google Ads, Meta advertising, SEO/SEM, website optimization, and campaign performance analysis.
- Demonstrated analytical skills with the ability to interpret marketing data, measure campaign performance, identify trends, and make data-driven recommendations to improve results.
- Experience writing, editing, and developing compelling marketing content for websites, email campaigns, digital advertising, and other enrollment communications.
- Proficiency in Microsoft Office Suite, Adobe Creative Cloud, Canva, and other marketing technologies.
- Experience managing multiple priorities, projects, and deadlines in a fast-paced, collaborative environment.
- Experience working effectively with external marketing agencies and vendor partners to develop and execute successful campaigns.
- Excellent written, verbal, interpersonal, and active listening skills, with the ability to build strong relationships across the institution.
- Demonstrated ability to collaborate effectively with Enrollment Management, Academic Affairs, Communications, and other cross-functional stakeholders to achieve shared enrollment goals.
- Strong organizational, project management, and problem-solving skills, with the ability to work independently while managing competing priorities.
- Demonstrated ability to effectively communicate and advance an institution's mission and value proposition through integrated marketing and digital communication strategies.
- Innovative, entrepreneurial, and results-oriented, with the ability to evaluate and responsibly leverage emerging technologies, including artificial intelligence (AI), to enhance recruitment strategies, personalize prospective student communications, improve operational efficiency, and strengthen the student experience without replacing meaningful human engagement.
- Ability to adhere to University policies and procedures.
- Ability to handle confidential information with discretion and within FERPA and HIPAA guidelines.
- All new employees must complete the FERPA, Anti-Harassment, and any other required online trainings within 15 days of employment.
- Should have demonstrated ability to build working relationships with people having a wide variety of backgrounds, perspectives, and experiences different from ones’ own.
- General knowledge of the University’s mission, purpose and goals and the role this position plays in achieving those goals.
Organization
Working At Bay Path University
Bay Path University, an independent and not-for-profit institution, was named Among Fastest Growing Baccalaureate Colleges by the Chronicle of Higher Education Almanac, and a member of the Women’s College Coalition. With a main campus and four satellite locations, Bay Path offers undergraduate, graduate, (for women and men) degrees, and professional certificates.
Mission Statement
A Bay Path University education empowers undergraduate women and graduate women and men to become leaders in their careers and communities with an innovative approach to learning that prepares students to flourish in a constantly changing world.
The Bay Path experience is nothing less than transformational. Our women-only undergraduate programs and our coeducational graduate programs are offered both on campus and online, providing a flexible, 21st-century education for learners at all stages of life and career. Bay Path students find a supportive and diverse community, close mentoring, and rigorous preparation for success in a complex and globally interdependent society. Students graduate with the applied knowledge, portable skillset, and confidence to thrive in their professions, identify and realize their dreams, and make a lasting difference in the world.
Established: 1897
Enrollment: Over 3,300 students
Alumni: Approximately 15,000 alumni around the world.
Athletics: Eight teams compete at the NCAA Division III level, in the New England Collegiate Conference.
University Motto: Carpe Diem, Latin for "Seize the Day"
Locations:
- Longmeadow, MA - Home to our Residential College, for high school, transfer and International young women; One Day A Week College, for adult women with classes on Saturday; and Graduate College for men and women.
- Concord, MA - Our Concord location is home to our graduate programs in Education and Psychology for men and women.
- Sturbridge, MA - Our Sturbridge teaching site opened in 2003 and offers our One Day A Week College, for adult women with classes on Saturday and select graduate programs for men and women. This teaching location provides students with all of the support services of our main campus including access to library services, administrative and academic deans, student financial services, and the Registrar’s Office.
- East Longmeadow, MA - The Philip H. Ryan Health Science Center is located on our East Longmeadow site. This state-of-the-art facility houses our Master of Occupational Therapy, Master of Science in Physician Assistant Studies and our Master of Occupational Therapy Bridge programs.
Residential College
Offers classes on-ground Monday through Friday.
At Bay Path University, we welcome students (commuters and residents), just like you, from across the country and around the world who are smart, capable young women who want to make a difference and be successful.
Here, you join a small, highly personal community that empowers you to take ownership of your life through:
- Highly relevant majors and minors that give you practical knowledge, a global viewpoint, and the unique perspectives that make connections between subject areas and current topics.
- Leadership opportunities that focus on your strengths, encouraging you to find your voice and act on your convictions.
- Real-world experience balanced with career counseling that gives you a distinct advantage for graduate school or that rewarding first job.
- More important, our admission counselors are here to help you and your family, guiding you through the admissions and financial aid process by taking your questions and connecting you with the right resources.
Why it pays to be a Bay Path woman:
- Significant Financial Support. All of our full-time students receive a merit scholarship from Bay Path University, and more than 96% of our students receive additional financial aid that included grants, scholarships and loans.
- Close Attention from Faculty. With a 12:1 student-to-faculty ratio, you'll form close relationships with your professors that will lead to research, internship and networking opportunities.
- Thoughtful and Intentional Career Planning for Life. Our Sullivan Career and Life Planning Center (SCLP) is one of the best of its kind. As a Bay Path student, you will have lifetime access to the SCLP and the services it provides, including one-on-one career coaching and mentoring.
Undergraduate Study
A Place Where Knowledge Is Gained and Shared
If you ask a Bay Path woman graduate to define her academic experience, it would be one word: transformational. There is no other way to describe it.
Yes, we have majors in neurobiology, cybersecurity, and business analytics, as well as minors and concentrations that deepen your knowledge in a specific area. But we also educate the whole person, giving you the courage and confidence to be your best self, to help you get where you have to go, and to take on more in your life. It’s why women’s education still matters.
American Women’s College
Are you one of the 76 million American women who has accomplished many things in her life yet still lacks a bachelor's degree? You are not alone. At The American Women's College, we understand the reasons that women pause their education early in life:
- Maybe going to college wasn’t right for you at the time
- Maybe you started college and decided it wasn't a good fit
- And then there other competing factors like family, work, and day-to-day pressures
Looking back, do you still wish you had earned a college degree? Now you can—with The American Women's College Online. We offer:
This is a Preview Listing…
You must sign in to see the full job description, and to apply.
Manage / Upgrade this job to a Full Job Listing.
Find Your Best Opportunity
Tell them AcademicJobs.com sent you!