Director of Enrollment Marketing

Director of Enrollment Marketing

Under the direction of the Vice President of Enrollment Management, the Director of Enrollment Marketing provides support to the overall recruitment efforts as it pertains to the recruitment marketing strategy for Undergraduate, Graduate, and Continuing Education enrollment, as well as on and off campus events of prospective students, families, group visitors and key referral sources. The Director of Enrollment Marketing manages all external vendor relationships as they pertain to the recruitment and marketing plans. This individual works closely with the College's Marketing and Communication team to collaborate on college-wide marketing efforts that impact enrollment. This individual oversees the overall campus visit experience, event planning and execution, and external and internal marketing strategy and automation within the College's CRM (Salesforce/Pardot). This individual also leads the student tour guides and assistants.

Essential Functions:

1. Planning, Coordination and assessment of the recruitment marketing strategy:

• Coordinate e-recruitment strategies such as marketing campaigns and web-based recruiting efforts for all Undergraduate, Graduate, and Continuing Education enrollment. Manage data selection from Salesforce and Pardot databases and execution of e-recruitment strategies. Plan, edit and test new campaigns, update scheduling, calendaring, and documentation of all campaigns;
• Manages onboarding communication flow to new, entering Undergraduate, Graduate, and Continuing Education students and families upon enrollment to provide a seamless experience in joining the College community, including admission process completion, orientation, advising, financial aid, registration, billing, etc.;
• Create dynamic, automated communication workflows in Salesforce/Pardot targeting specific populations throughout the enrollment cycle to support application generation, application completion, lead nurturing, campus visit attendance, etc.;
• Build and schedule strategic marketing drip campaigns using Salesforce and Pardot;
• Serve as the primary coordination for creating and sending one-off and coordinated enrollment email communications through the office's marketing and lead generation tool, Pardot;
• Create, execute & monitor performance for marketing automation for lead nurturing and database marketing initiatives to drive recruitment and retention results, including e-mail segmentation and messaging, texting outreach;
• Deploy cost-effective, paid social media advertising campaigns to build brand awareness, drive website traffic, and gain impressions;
• Determine and manage vendor relationships for advertising, Search Engine Optimization, search words, and digital and social media campaigns aligned to strategy and budget;
• Operate and oversee Undergraduate, Graduate, and Continuing Education social media channels, and work closely with the College's Social Media coordinators to align all recruitment efforts accordingly;
• In close collaboration with Marketing and Communication (MARCOM) department, acts as the division's CMS manager responsible for making necessary and timely updates/edits to the division's web pages;
• Serves as project manager for all enrollment management marketing print pieces and ensures marketing initiatives are clearly defined and delivered on time, on budget, and as defined;
• Contribute to communication flow of content in support of Student Financial Services for prospective and incoming students/families throughout the recruitment cycle;
• Serve as the primary point person for all marketing CRM related partnerships and collaborations, including external vendors such as Mongoose, Carnegie, SCOIR, CampusESP Niche, Huron, and Enrollment RX;
• Utilizes market research and trends, data-driven insights, and stakeholder input to create successful enrollment marketing efforts;
• Create dashboards in Salesforce/Events Rx to detail visits, campaign attendance, and track communication touchpoints with prospective students;
• Uphold the integrity of all undergraduate, graduate, and continuing education Pardot data by properly tagging contacts and lists, as well as updating new contact information, opt out requests, etc.;
• Design and create various email templates in Pardot to align with the College's branding efforts.

2. Planning, Coordination and assessment of on- and off campus admission events and overall visitor relations:

• Responsible for the planning coordination and assessment of existing on and off-campus and virtual admission/enrollment events includes but not limited to, Open House Programs, Explore Curry Days, Academic Visit Days, Accepted Student Day and other recruitment events;
• Serves as an integral influencer within the enrollment management team in the development of new on/off-campus and virtual admission events and visit experiences;
• Responsible for providing prospective students with an individual welcoming experience during their campus visit. Also responsible for personalized follow-up to campus visitors;
• Coordinates and oversees group visits to campus including Guidance Counselors and high school groups and referral sources;
• Works in partnership with the Vice President of Enrollment Management and AVPEM's to develop event promotions and marketing;
• Works with athletics, academics/faculty, student affairs, and student groups to organize/arrange personalized visits for students and families, including classroom visits;
• Work with various academic departments, Academic Affairs/Faculty, to personalize visits by academic area of interest, including Nursing and PAL;
• Responsible for the research, proposal, and implementation of incorporating new initiatives, and new technologies to enhance the visitor experience;
• Responsible for the surveying and evaluating the success of recruitment events and visit programs;
• Makes presentations promoting the College to various groups of students, parents, and guidance personnel. These may be one-on-one interviews or large group presentations.

3. Supervision:

• Supervises the Assistant Director of Admission Marketing;
• Responsible for the recruitment, hiring, training, management and assessment of all admission tour-guides/ambassadors;
• Acts as the staff advisor for the Student Ambassador program, responsible for cultivating/growing the Ambassador program and integrating the use of Student Ambassadors in the campus visit experience;
• Direct, organize, and evaluate the activities of staff, manage work allocation, problem resolution and motivate staff to achieve results. Proactively develop staff.

Additional Functions:

• Assists with application review during peak reading periods;
• Conducts personal interviews with prospective students in order to assess their interests and goals and familiarize them with the College's programs and offerings;
• May be responsible for local and/or overnight travel including travel to and participation in high school college fairs and panel presentations during peak travel seasons;
• Respect and maintain confidentiality, parameters of operation, professional protocols, and individual privacy;
• Perform other duties as assigned by supervisor or their designee.

Job Requirements:

Essential Characteristics:

Successful performance of this position demands consistent demonstration of the following uncompromised performance characteristics:

Possesses excellent organizational and time management skills to achieve optimal results. Ability to adapt to changing priorities, problem solve and prioritize tasks in a fast-paced environment.

Ability to work and be successful in individual or team projects. Ability to focus, work and perform the necessary tasks in a shared office space.

Demonstrate positive attitudes and positive actions through a display of courtesy, congeniality, cooperation, sensitivity and professionalism to deal with a variety of individuals.

Ability to function independently, attention to detail, work under pressure, and prioritize multiple projects in a fast-paced environment.

Minimum Qualifications:

• Bachelor's degree is required.
• Minimum of four years' experience in college admissions, marketing and communication, and/or event planning is required.
• Strong computing skills and efficiency utilizing computing applications on the systems and programs of College's choice; currently by way of example, Salesforce, Microsoft Office Suite, Banner.
• Ability to motivate others, strong commitment to quality service; ability to work independently and as a member of a team.
• Ability to prioritize and consistently meet deadlines; ability to work on multiple projects at one time.
• Ability to think creatively and develop initiatives from concept to completion; excellent communication and public speaking and presentation skills; excellent organizational skills with attention to detail.
• Occasional extended hours are required to complete job assignments and meet deadlines during peak season.
• Ability to work evenings and weekends as required.
• Ability to travel and valid driver's license required.

Preferred Qualifications:

• Master's degree is preferred.
• Experience using digital marketing automation software; i.e., Marketing Cloud, Pardot, Constant Contact, HubSpot.

Salary:

$80,000 to $90,000 annually