Director of Enrollment Marketing

Job Summary/Basic Function

The Director of Enrollment Marketing is a critical role in the Division of Enrollment Management and will report to the Vice President of Enrollment Management. The incumbent will be expected to lead the strategy, execution, and performance of integrated, multi-channel marketing efforts targeting prospective, applicant, admitted, and enrolling students.

The Director will be responsible for elevating the visibility, reputation, and market positioning of Teachers College and its academic programs to achieve enrollment goals globally across degree types. The Director will oversee the full enrollment marketing lifecycle from awareness through yield - leveraging data-driven strategies, compelling storytelling, and optimized digital and traditional channels. The incumbent will supervise the Enrollment Marketing team, comprising full-time and student staff.

Strategic Leadership & Digital Marketing Execution:

• Develop and lead a comprehensive global digital marketing strategy aligned with institutional priorities and enrollment goals that include media planning, campaign execution, optimization and social media strategy and implementation
• Design and execute integrated, multi-channel campaigns across digital and print platforms, including paid media, search engine marketing (SEO/SEM), social media, and content marketing
• Drive lead generation, nurturing, conversion, and yield strategies across diverse student populations (master’s, doctoral, certificate, and international audiences)
• Partner with the Director of Recruitment to align marketing strategies with recruitment travel, events, campus visits, and yield initiatives
• Ensure consistent brand voice, messaging, and visual identity across all marketing, communications, social media and advertising efforts

Team & Operational Management:

• Direct the daily operation of the Enrollment Marketing team (full-time staff & student workers)
• Oversee project workflows, resource allocation, and team development to ensure a high-performing, agile operation
• Manage the marketing budget, including planning, forecasting, and optimization to maximize return on investment
• Direct vendor and agency relationships, including procurement, contracting, and performance management

Stakeholder Engagement:

• Serve as a strategic advisor to Enrollment Management leadership, developing executive-level communications, presentations, and messaging to support institutional priorities
• Collaborate with key stakeholders across the college (eg: Institutional Advancement, Institutional Research, Student Affairs, Online Learning, and Academic Departments) to develop, present and report on marketing plans and initiatives
• Represent the Division of Enrollment Management on various committees across the college

Analytics & Performance Measurement:

• Establish and monitor key performance indicators (KPIs) across the enrollment funnel
• Develop dashboards and reporting tools to track campaign effectiveness and inform decision-making
• Analyze campaign performance and optimize strategies based on data and insights
• Create and deliver regular reports and presentations to internal and external stakeholders

Other duties as assigned

Minimum Qualifications:

• Bachelor’s degree
• 7+ years of progressive experience in digital and traditional marketing
• Demonstrated success leading integrated multi-channel marketing campaigns that drive measurable results (lead generation, conversion, enrollment)
• Experience managing cross-functional teams (content, design, advertising, social media)
• Experience supervising staff and managing team performance, including recruitment, training, and professional development.
• Strong expertise in digital marketing, including SEO/SEM, paid media, social media, email marketing, analytics, and web content management
• Proven ability to analyze data and translate insights into actionable strategies
• Excellent project management, organizational, and leadership skills
• Proven ability to analyze challenges, exercise sound judgment, take initiative and implement effective solutions
• Superior communication, interpersonal and client service skills; demonstrated ability and experience working with staff, faculty and administrators across departments and at varying levels

Preferred Qualifications:

• Master’s degree
• Experience in digital and traditional marketing in higher education
• Proven experience developing and executing culturally tailored marketing strategies across international markets, including relevant social media platforms (eg: WeChat)
• Experience with CRM platforms (preferably Slate) and marketing analytics tools
• Experience in engagement scoring and the use of predictive analytics
• Understanding of enrollment management trends and the current higher education landscape

Salary Range:

$113,000-$125,000

Work Modality:

Hybrid