Position Summary
The Director of Enrollment Marketing is crucial in supporting undergraduate and graduate marketing, admissions, and recruitment efforts. This includes developing, managing, coordinating, and assessing various marketing communications, such as email campaigns, publications, direct mail, social media, Slate, and online digital marketing initiatives.
The Director is primarily responsible for all communications throughout the enrollment process, from initial outreach to yield and enrollment. This involves creating original content for communications, acting as the main point of contact for vendors, and developing an innovative and effective marketing strategy for enrollment activities.
Essential Functions
Planning and Supervision (30%)
- Develop and assess a strategic enrollment marketing and communication plan spanning all phases of the enrollment pipeline and funnel.
- Oversee the complete enrollment marketing strategy in alignment with the Strategic Enrollment Management Plan, Institutional Marketing Plan, and strategic plan for the College.
- Work directly with outside vendors to ensure alignment and integrity of all enrollment marketing initiatives.
- Supervise staff that supports critical areas of enrollment management.
Digital Admissions Search Marketing (20%)
- Curate content, provide creative direction, and serve as a liaison between outside vendors and internal staff to establish digital marketing campaigns (paid and organic).
Publications and Print/Direct Mail Communications (20%)
- Develop new publications and strengthen current printed and digital materials from creation through fruition.
Email Marketing (15%)
- Create original copy for a wide variety of organizational email communications using up-to-date best practices in email communication strategies.
Reporting and Analysis (10%)
- Generate monthly reports to track ROI on activities related to the admissions funnel.
Experience and Education Required
- A bachelor’s degree is required, a Master’s degree preferred, in a field related to enrollment, communications, public relations, and/or marketing.
- Five years of experience in marketing and/or enrollment management, including creating content for online marketing and campaigns in a higher education setting.
