Job Title: Senior Director of Enrollment Marketing

Department: Marketing and Communications

Division: Marketing and Communications

FLSA Status: Exempt

Grade: 10

Salary Range: $91,000 - $105,000

Union: N/A

Reports to: Vice President for Marketing and Communications

General purpose: The Senior Director of Enrollment Marketing is responsible for developing and advancing the Maryland Institute College of Art's enrollment marketing strategies to strengthen the College's brand positioning, enhance institutional visibility, and drive enrollment across a growing portfolio of undergraduate and graduate degree programs, youth and teen programs, and community education and professional education offerings.

Position Summary: Reporting to the Vice President for Marketing and Communications, the Senior Director of Enrollment Marketing develops audience-centered marketing strategies that support institutional priorities and drive enrollment in an increasingly complex and competitive higher education landscape. Using data-informed decision-making, the position collaborates closely with colleagues in Admission and Enrollment Management, as well as faculty, staff, and students to craft distinct messaging, differentiated positioning, enrollment-focused communications, compelling value propositions, multi-channel campaigns, and other initiatives that spur action among prospective students, families, school counselors, employers, and other key audiences. The Senior Director is responsible for creating efficiencies, managing projects, and setting clear performance expectations across the enrollment marketing funnel. The Senior Director makes strategic marketing decisions, optimizes resources, and demonstrates a return on investment.

Essential Duties & Responsibilities:

• Develop and implement integrated, multi-channel marketing plans and strategies for undergraduate and graduate degree programs, youth and teen programs, and community education and professional education offerings.
• Create messaging and value propositions to market academic programs, achieve enrollment goals, and improve institutional visibility among new and growing audiences.
• Build and execute marketing strategies for the launch of new academic programs, institutional priorities, and other key initiatives.
• Partner closely with internal stakeholders to build and execute coordinated, multi-channel, integrated enrollment marketing campaigns that strengthen the MICA brand, raise visibility of its success and its academic and co-curricular offerings, and drive enrollment.
• Craft enrollment communication strategies that speak to prospective students throughout the enrollment journey to increase engagement and improve conversion.
• Manage content strategy for MICA social media, recommend search engine and AI search optimization, and lead digital experiences that strengthen institutional brand, increase audience engagement, enhance search visibility, and drive enrollment.
• Ensure MICA's digital presence and content ecosystem support institutional brand positioning, audience engagement, search visibility, and enrollment objectives.
• Lead market, audience, and competitive research to identify emerging opportunities, understand changing audience needs and behaviors, and strengthen MICA's position in the marketplace.
• Manage relationships with external agencies, vendors, consultants, and contractors and ensure they deliver high-quality work aligned with institutional priorities, timelines, budgets, and performance expectations.
• Oversee marketing projects using project management tools to ensure deliverables are implemented on time and on budget.
• Research markets, audiences, and competition to identify opportunities to strengthen the MICA brand and position the College to successfully reach key audiences.
• Establish a marketing analytics framework to track performance, conversion rates, and market positioning. Use data and results to improve marketing effectiveness.
• Collaborate with Marketing and Communications colleagues, Admission and Enrollment Management colleagues, and external partners to measure marketing and develop data-driven insights into campaign performance, trends, and market positioning.
• Develop marketing budget recommendations, track spending, evaluate marketing expenditures, and analyze resource allocation to measure return on investment.
• Monitor emerging marketing trends, evaluate marketing technologies and platforms, and consider best practices in higher education marketing, audience acquisition, digital marketing, search, artificial intelligence, and enrollment strategy, identifying opportunities for innovation and continuous improvement.
• Serve as backup to the vice president for marketing and communications when needed.
• Perform other duties as assigned.

Knowledge, Skills, and Abilities:

• Demonstrated expertise in developing and executing comprehensive marketing strategies for complex organizations with multiple programs, audiences, and business units.
• Strong strategic understanding of enrollment marketing, audience acquisition, brand positioning, and the prospective student journey.
• Demonstrated ability to translate institutional and business objectives into clear, actionable marketing strategies and measurable outcomes.
• Expertise in developing integrated marketing strategies across digital marketing, content, social media, communications, search, and other audience engagement channels.
• Highly skilled at marketing complex institutions with multiple business units, ideally in higher education
• Skilled in developing marketing strategy, brand positioning, and audience communications
• Ability to manage multiple, competing marketing needs, evaluate data, and analyze market insights
• Experienced in conducting market research, audience research, and competitor analysis to inform marketing strategies
• Excellent strategic planning and problem-solving skills
• Collaborative, proactive leader with excellent relationship-building skills
• Strong writing and content creation skills
• Strong verbal and presentation skills
• Detail-oriented, highly organized project manager, with the ability to lead multiple projects simultaneously
• Ability to develop and manage annual calendars of events, activities, and projects
• Exceptional relationship-building and collaboration skills, with the ability to build consensus and influence stakeholders across departments and organizational levels.
• Experienced in developing integrated marketing strategies across digital, social, communications, and search
• Knowledge about search engine optimization, AI search optimization, digital marketing, social media, and content strategy
• Knowledge of and competence in current trends in higher education marketing

Minimum Qualifications:

• Bachelor's degree in marketing, communications, public relations, or a related field
• Seven years of progressively responsible experience in higher education enrollment marketing, brand strategy, digital marketing, or a related audience acquisition field
• Two years of experience as a manager leading cross-functional marketing teams
• Experience managing relationships with external partner agencies, vendors, and contractors
• Experience managing marketing strategies requiring cross-departmental collaboration with stakeholders across the institution
• Demonstrated success developing marketing strategies that achieved business goals
• Experience developing positioning, messaging, and audience acquisition strategies

Preferred Qualifications:

• Master's degree in a related field
• Experience in art and design education or demonstrated familiarity with creative industries.
• Experience marketing programs to domestic and international audiences.

Reporting to this position: Marketing managers, digital content creator, interns, and student workers

Conditions of employment:

• Satisfactory background check
• This is an on-campus position based in Baltimore, Maryland.
• This position requires occasional evening and/or weekend work and some travel.

Physical demands and work environment: The physical demands and work environment characteristics described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Physical Demands: While performing the duties of job, the employee is occasionally required to stand, walk; sit; use hands to finger, handle, or feel objects, tools, or controls; reach with hands and arms; balance; stoop; talk or hear. The employee must occasionally lift up to 20 pounds. Specific vision abilities required by the job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus. (May be adjusted depending on position)
• Work environment: While performing the duties of the job, the employee is exposed to weather conditions prevalent at the time. The noise level in the work environment is usually (minimal, moderate, or high).
• Required training: Handbook orientation, Anti-Harassment, Hazard Communication, Emergency Plans & Fire Prevention, Personal Protection Equipment. (Additional training may be added, SEE: EHS Manager training schedule)