Director of Enrollment Marketing – HigherEdJobs

Location: York, PA

Job Type: Administrator, Full Time

Job Number:
202400139

Division: Enrollment Management

Department: Institutional & Enrollment
Marketing

Closing Date: 12/8/2024 11:59 PM Eastern

Position
Summary

DESCRIPTION:
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.

Collaboration is key for this position. The
Director works closely with the Director of Recruitment, Enrollment Technology, Graduate and Transfer Admissions, and the Director of
International Admissions. The position also partners and collaborates with the Executive Director of Marketing for the College to ensure the
comprehensive enrollment marketing plan is fully implemented and aligned with institutional marketing strategies.

Ultimately, this
role supports the mission and strategic goals of York College by attracting qualified students and enhancing awareness of our
programs.

OUTCOME:

• Effective, coordinated, and consistent admissions-focused marketing strategies are
  developed, implemented, and regularly assessed as a factor in maintaining new student enrollment and overall College enrollment goals.

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: CRM
  management (Slate), strategic communications, print publications, content strategy, the York College Spartan Ambassador Program, and the
  admissions visit program.
• Collaborate with Undergraduate and Graduate Admissions to develop proactive and creative solutions for
  managing enrollment shifts, increasing applications and yield, and generating a positive experience for all prospective
  students.
• Research and develop new marketing tactics to grow key demographics and program-specific
  pipelines.

Email Marketing (20%)

• Create original copy for a wide variety of organizational email
  communications using up-to-date best practices in email communication strategies.
• Coordinate and execute email communications for
  undergraduate and graduate admissions, as well as oversee and consult on email communications and deployment strategies for other enrollment
  areas.
• Edit email and other existing copy as needed to adapt to email formats and accurately proof all work to adhere to the York
  College communication standards style guide, and brand guidelines.
• Develop email campaigns and distribution lists for all marketing
  email communications and consult on usage and creation of lists for other organizational units as necessary.
• Monitor and report on
  opt-outs, hard bounces, and other issues related to email list management.
• Use the Enrollment CRM platform (Slate) to graphically
  produce all forms of marketing and admissions emails from the College; consult on email design and branding guidelines for other emails
  produced for the organization, as necessary.
• Ongoing training from and partnership with staff in Institutional Marketing regarding
  the college’s brand presentation and guidelines, logo usage, and editorial style guide

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).
• Develop and maintain external enrollment search sites and
  directories to ensure content is updated and optimized.
• Maintain web content and active social media presence in collaboration with
  the Institutional Marketing team.

Publications and Print/Direct Mail Communications (15%)

• Develop
  new publications and strengthen current printed and digital materials from creation through fruition.
• Manage admissions publication
  inventory.
• Coordinate design, printing, and mailing of admissions printed communications in line with the institutional brand
  standards.
• Partner with graduate program coordinators and offices to assist with collateral materials and strengthening
  brand

Reporting and Analysis (10%)

• Generate monthly reports to track ROI on activities related to
  the admissions funnel.
• Competitive evaluation and analysis of competitive marketing activities
• Assist with the development,
  maintenance, and coordination of marketing and communications calendars

Additional Duties and Responsibilities:
(5%)

• Participate in weekly departmental and supervisor meetings as required
• Assist Office of Enrollment
  Management with outreach, recruitment, and admissions events, as needed
• Other duties as
  assigned

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 (copy, images, template building) for online marketing and campaigns in a
  higher education setting.

Required Skills and Qualifications

• Excellent planning,
  organizational, and managerial skills
• Excellent knowledge of Microsoft Office products
• Knowledge of Admissions/marketing
  concepts
• Ability to relate effectively with students, faculty, staff, and administration
• Strong oral and written
  communication skills
• Working knowledge of CRM platforms such as Slate CRM.

Additional
Information

York College of Pennsylvania is an Equal
Opportunity Employer and Non-Discriminatory. For a copy of York College’s Annual Security Report, you may contact the Office of Campus Safety or
visit the website: Annual Security Report.