Associate Director, Enrollment Marketing Manager

Roger Williams University   •  

Bristol, RI

Industry: Education


5 - 7 years

Posted 76 days ago

This job is no longer available.

\Job Description:

Under the direction of the Director of Enrollment Systems and Operations, the Associate Director, Enrollment Marketing Manager, contributes to the development of a strategic marketing communication plan, manages the execution of all components of the plan, and effectively leverages the capabilities of the CRM for delivery of communications to the appropriate audiences

In addition, this incumbent will develop messaging to various audiences including, but not limited to prospective students, parents, and school counselors. This role serves as the liaison to, and works collaboratively with, the strategic marketing team.

The Associate Director will be required to understand higher education and enrollment management), be a champion of service and communication excellence, be prepared to apply policies and protocols reflective of the University mission, and implement strategies in line with the Enrollment Management Office as well as the University's strategic plans.

Essential functions of this position include but are not limited to:

  • Be a partner and key leader of marketing strategies set forth by the senior enrollment management and marketing leadership to achieve overall enrollment and revenue goals.
  • Utilize interpersonal, organizational, communication and writing skills to develop and execute content to support the effective marketing of the University to prospective undergraduate students (first year and transfer) throughout the entire enrollment process.
  • Manage, develop and execute automated communication flows (i.e. drip e-mail and text campaigns). This includes but is not limited to developing content, scheduling release of campaigns, identifying target audiences, proofing messages, and monitoring campaign metrics and performance. Requires extensive use of CRM system.
  • Manage student search (lead generation), engagement building, and inquiry conversion strategies to increase conversion at various phases of the enrollment funnel.
  • Participate in the concepts and development of print, video, email and other marketing collateral for Enrollment Marketing. Collaborate with external and internal agents (staff, faculty, designers, photographers et al.) when appropriate, and act as key contributor to writing copy for enrollment projects. Work with the Director to optimize CRM capabilities. Identify potential areas of new data to be utilized for influencing and building new streams of communication and message points in order to increase engagement.
  • Collaborate on the strategic implementation of the social media plan and serve as a member of the University social media committee.
  • Participate in professional development (internal, external, and self-directed) in order to remain current with marketing best-practices and trends, topics in higher education, secondary education, and other sources that may impact admissions and enrollment at the University. Benchmarks competitive marketing strategies.
  • Possess strong technical and analytical competency and systems experience to help build and manage and measure work flows in association with marketing and communication.
  • Build, maintain, and manage a comprehensive communication sequence document/database, and project management documents/database. Keep accurate records and notes, ensure that the sequence is accessible to the appropriate parties, and always up-to-date.


Prerequisite Qualifications

Bachelor's degree in a related field.

Minimum five years' demonstrated experience with strategic communications and marketing including strategy development and execution.

Minimum two years' experience with CRM systems (SLATE preferred) and know how to develop marketing analytics and reports and analysis for leadership decisions and advise on direction of projects and strategies.

Must possess understanding and knowledge of direct marketing and related strategies. Have proven ability to craft messages that inspire, engage, inform, influence and contribute to the success of enrollment goals.

Work under pressure, be a self-starter, comfortable to work autonomously but be very team oriented. Strong work ethic and willingness to go above and beyond.

Strong organization and project management skills.

Sense of humor and positive attitude a must.


Preferred Qualifications

Experience in higher education or a large, complex organization.


* At the University's discretion, the education and experience prerequisites may be excepted where the candidate can demonstrate, to the satisfaction of the University, an equivalent combination of education and experience specifically preparing the candidate for success in the position.