Director of Graduate Enrollment Marketing
Posted: October 20, 2022
Job DescriptionDirector of Graduate Enrollment Marketing
Job Type: Full Time
Job Number: 2015-1603754
Location: CA 94556, CA
Department: College Communications
Background: Founded in 1863, Saint Mary's is a residential campus nestled 20 miles east of San Francisco in the picturesque Moraga Valley. Based in the Catholic, Lasallian and Liberal Arts traditions, Saint Mary's currently enrolls more than 4,000 students from diverse backgrounds in undergraduate and graduate programs. The De La Salle Christian Brothers, the largest teaching order of the Roman Catholic Church, guide the spiritual and academic character of the College. As a comprehensive and independent institution, Saint Mary's offers undergraduate and graduate programs integrating liberal and professional education. Saint Mary's reputation for excellence, innovation, and responsiveness in education stems from its vibrant heritage as a Catholic, Lasallian and Liberal Arts institution. An outstanding, committed faculty and staff that value shared inquiry, integrative learning, and student interaction bring these traditions to life in the 21st century. The College is committed to the educational benefits of diversity.
The Director of Graduate Enrollment Marketing reports to the Executive Director of Marketing with a dotted line to the Schools of Liberal Arts and Science Deans, and/or designees. The incumbent will work collaboratively withOMC's team, the School of Liberal Arts and School of Sciences Graduate Professional Studies staff team and faculty program directors, and other key campus stakeholders. The incumbent will play an important role in the development and implementation of high quality and data-driven graduate programs' marketing campaigns including creation and implementation of integrated marketing plans and enrollment marketing campaigns that raise the profile of SaintMary's College of California (SMC) School of Liberal Arts and School of Science and meet their enrollment goals by establishing Key Performance Indicators (KPIs) and metrics via dashboard and reporting. The incumbent will build, plan and implement the overall marketing strategy, develop and implement advertising plans, manage digital marketing channels, drive brand awareness/brand equity, develop/implement lead generation campaigns, and partner with enrollment management to bring leads through the sales funnel to targeted prospects. The incumbent will also manage the Customer Relationship Management (CRM) system/Slate platform to monitor communication flow forProspect/Inquiry funnel and Applicant funnel.Under the supervision of the Executive Director of Marketing, the incumbent will ensure that SMC's digital marketing channels (e.g. website, social media, video, audio) are leveraged to market/communicate with prospective/current students, campus stakeholders, and community partners as well as to new audiences. The incumbent is responsible for producing integrated marketing/communications media that support recruitment, retention, enrollment, graduation and commencement, and career and professional development. The incumbent will stay up to date with the latest marketing technology and implement best practices.This job is eligible for a flexible hybrid arrangement with a combination of in-office and remote work.
Digital Marketing and Communications
-Develop various marketing campaigns driven by College-wide and School specific initiatives to create and maintain high levels of targeted audience(s)engagement/interaction and calls to action such as but not limited to prospective graduate students, professionals who want to advance their careers, and alumni.
-Manage all School-specific digital marketing channels (e.g. websites, blogs, e newsletters, emails, and social media) to ensure brand consistency.
-Coordinate with Senior Director of Marketing and collaborate with other Office of MarComm team members to leverage resources and build out digital marketing channels specific to videos and audio/podcasts for SMC.
-Coordinate with Senior Director of Marketing to partner with Executive Director of Strategic Communication and Content on content and distribution strategy related to applicable communication channels to distribute and promote (e.g.homepage, newsroom, email messaging, social media messaging, College magazine)
-Establish and measure ROI and KPIs for Schools of Liberal Arts and Science including Graduate Professional Studies staff, Program Directors and AssistantDean. Drive brand and lead generation campaigns to meet defined marketing KPIs, identify new opportunities, and support revenue-generating (e.g.enrollment, memberships, giving) and brand development efforts.
-Leverage analytics tools to evaluate effectiveness of digital marketing campaigns across all channels. Develop, manage, improve and measure online content.
-Execute and improve current SEO tactics, including keyword research, on-page optimization, and link building; Track SEO and Google Analytics data to make strategic recommendations.
-Research and implement (as appropriate) how additional use of predictive analytics, automation, and artificial intelligence can keep marketing strategies efficient and cutting edge.
-Write compelling content that converts prospective targeted audiences.? Recommend and leverage MarTech platforms to implement enrollment marketing plans: Social media management (e.g. Hoot suite Enterprise),marketing automation tool (e.g. Marketo), and website (e.g. Drupal).? Design and implement A/B testing program for email and e-marketing optimizations.
-Build out SMC's social media accounts; Develop weekly metrics report for analyses and strategy development. Implement and manage social media platforms (e.g. Hootsuite Enterprise) for campus-wide use and integration.
-Build inbound and outbound marketing plans based on Schools' initiatives and projects.
-Use and implement marketing automation tool (e.g. Marketo) for inbound and outbound marketing campaigns including increasing engagement and affinity of on and off campus targeted audiences.
-Assist with research and monitor competition, investigate benchmarks and provide suggestions for strategic improvement and planning.
-Execute and improve on all paid search tactics through hands-on, daily optimizations across paid channels.
-Strategically create, implement, and manage paid search marketing campaigns(e.g. Google Adwords); Partner with Office of MarComm leadership on building out owned and earned content as well as paid content.
-Utilize relevant digital marketing channels (e.g. podcasts, webinars, social media, paid media) to increase brand awareness and share SMC's stories to target audiences.
-Update and maintain all relevant School-specific webpages; Assist with developing video and photography needs in alignment with brand objectives.
-Protect, grow and enhance SMC brand in partnership with Senior Director ofMarketing; Build authentic and long-lasting relationships with current customers and engage a broader audience.
Enrollment Marketing Planning and Implementation
-Serve as the primary administrator of Enrollment Marketing for the Schools ofLiberal Arts and Science). Manage and implement concurrent, interdependent short-, medium-, and long-term marketing/communications plans that support and achieve Enrollment Marketing and Enrollment Management goals and priorities.
-Produce and implement traditional and digital marketing/communications initiatives that support Enrollment Marketing and Management activities/programs and engage identified target audiences.
-Develop and deliver video productions, event promotions, and engagement campaigns.
-Develop and implement enrollment marketing content across traditional and digital channels; edit/track for consistency, accuracy, and timeliness. Assure the integrity, high-quality, and consistency of the College's image, tone, style, narrative, visual identity, and brand.
-Collaborate with the School of Liberal Arts and School of Science Deans and/or designees as well as other College leaders to develop and improve recruitment and retention.
-Coordinate and collaborate with College stakeholders/partners to incorporate enrollment marketing and management objectives into broader marketing/communications activities, talking points, presentations, reports, social media efforts, and other channels.
-Create and implement marketing content strategy in partnership with theExecutive Director of Marketing and Executive Director of StrategicCommunications and Content to drive a clear and consistent message through web content, email marketing, collateral and paid channels.
-Translate complex admission processes, state and federal requirements and academic jargon into language prospective graduate students can digest.
-Work closely with Senior Director of Marketing and campus partners to create, add, update, archive, and provide quality control of information, images, and video on SMC's key website pages.
-Create relevant content for compliance, scholarships, reminders, admission letters, events and ad-hoc requests.
-Ensure accuracy of content across multiple channels and websites.
-Assist in coordinating design, production and distribution of collateral and other promotional materials, such as advertisements, catalogs, brochures, flyers, signage, A/V presentations, displays, exhibits, etc.
-Using data from existing drip campaigns, reimagine all email and SMS marketing strategies with an emphasis on personalization and leveraging new communication channels to better connect prospects with recruiters.
-Manage SEO strategy to ensure SMC programs rank on Search EngineMarketing (SEM).
-Optimize conversions on all lead generation forms and landing pages.
-Iterate new layouts and gather ideas from stakeholders to improve user experience on recruitment pages on SMC's website.
-Leverage Google Analytics to understand how pages are performing and make recommendations accordingly.
-Collaborate with frontline recruiters to ensure they have the content and consistent messaging they need to connect with prospects.
-Coordinate/collaborate with internal and external marketing professionals and vendors such as designers, photographers, mailing houses, postal service, list brokers, advertising representatives, etc.
-Assist in creating and managing the marketing calendar and deadlines requiring collaboration with multiple team members and offices.
-Assist in monitoring schedules, production, and distribution arrangements and other details to ensure timely completion and quality control of marketing activities and publications.
-Develop and optimize lead nurture streams personalized per graduate student persona.
-Ensure adherence to SMC Brand Style Guideline.
-Assist with researching and preparing budget proposals for marketing purposes, as assigned.
Other duties as assigned.
Experience and Qualifications
Education (e.g., High school diploma, Associate's, Bachelor's, Master's)
Required: Bachelor's Degree in Marketing, Communications, or Journalism
Preferred: Project Management certification; SCRUM certified
-Minimum 3 years marketing/communications experience within higher education industry or related industry.
-Evidence of successful marketing/communication positions of increasing responsibility required.
-Experience working in marketing/communications role(s) that support recruitment, enrollment management, and/or admissions activities required.
-Experience with Customer Relationship Management (CRM) system/Slate platform to monitor communication flow for Prospect/Inquiry funnel and Applicant funnel.
-Demonstrated ability to work effectively in a shared resources environment, where professionals are assigned, dedicated, and reporting to a centralized organization with standards, strategies, and workflows.
-Ability to work with internal and external constituencies and with professionals of varied disciplines to accomplish tasks and projects.
-Demonstrated experience developing and executing across multiple marketing and communication channels and media; highly developed skills in marketing/communications writing and editing.
-Highly collaborative style with experience developing and implementing marketing/communications strategies successfully; a background that demonstrates relationship-building, consensus-building, flexibility, and managing through influencing.
-Multi-tasker and ability to manage multiple deadlines/projects; track record in successfully implementing both strategic and tactical marketing/communications plans.
-Self-starter, able to work in an entrepreneurial environment; experience creating, developing and implementing new initiatives.
-Demonstrated MarTech stack competency with common production software suites, such as photo editing software, email marketing tools, marketing automation platform, project management, and analytics reporting software.
-Experience utilizing various communication/marketing tools and platforms to perform responsibilities (e.g.project management tool such as Asana, Monday.com; content management system such as WordPress,Drupal and OmniUpdate/ModernCampus; marketing automation tool such as Marketo, etc.)
-Ability to produce high quality deliverables with meticulous attention to detail. Must be metrics-driven and results-oriented with demonstrated analytical skills.
-Ability to provide quick turnaround and updates for multiple requests while maintaining a strong reputation of high quality work.
-Self-starter with the ability to collaborate within a cross-functional team.
-Must be able to perform successfully in a fast-paced, intellectually intense, and service-oriented environment.
-Willing and able to adjust to changing demands and shifting priorities.
-Willingness to work evenings and weekends to support programming, events, and major project deadlines.Preferred:? Higher education marketing/communications preferred.
Skills/Abilities (e.g., computer skills, written & verbal skills, trades, laws, procedures, technical):
-Strong knowledge of marketing and business management. Knowledge of the principles, practices, concepts and methodology of marketing.
-Demonstrated strong verbal and written communication skills.
-Ability to work in a fast-paced work environment. Ability to learn quickly, thoroughly, and in detail. Must recognize and adjust to change.
-Proven ability to manage multiple tasks simultaneously; strong project management skills; follow through and meet deadlines.
-Strong interpersonal communication skills, the ability to maintain effective working relationships with clients, co-workers, and vendors, and excellent decision-making, time-management, and planning skills.
-In depth knowledge of different digital marketing channels.
-Strong knowledge and experience with online marketing tools and best practices.
-Hands-on experience with SEO, Google Analytics and CRM software.
-Basic knowledge of web design procedures; Familiarity with web design and various content management systems (e.g. Wordpress, Drupal).
-Demonstrable experience in designing and implementing successful digital marketing campaigns.
-Strong understanding of how all current digital marketing channels function.
-Proven experience delivering creative and successful marketing campaigns to targeted audiences.
-Ability to tell a story with data, and articulate what's working and what's not, and set a vision for how we'll further evolve our campaign approach.
-Experience with marketing automation software tool (e.g. Marketo).? Understanding of the enrollment to admissions pipeline from lead to application.
-Demonstrated experience developing and executing branding, messaging, advertising, marketing, and design strategy.
-Expertise with a wide range of communications practices and tactics including writing, editing, integrated digital communications, social media, and public relations.
-Proven ability to interpret analytical information and clearly communicate data based outcomes.? Entrepreneurial minded with a strong sense for growing businesses.
Licenses & Certification (e.g., CPA, RN, etc):
Preferred: Project Management certification; SCRUM certified.
Other Requirements: (e.g., travel, weekend/evening work): Some travel, weekend and evening work will be required as needed.
Supplemental InformationApplication Instructions: Please apply online at http://jobs.stmarys-ca.edu/
Include a cover letter that specifically addresses how you meet the qualifications and are prepared to support the mission of the College
• A resume
• The name and contact information for three (3) professional references.
• In applying for a position, candidates sign a consent authorizing a broader inquiry which may include reference checks, a motor vehicle check, and a third party background check.
Saint Mary's is an equal employment opportunity employer. We support inclusive excellence and are committed to creating a safe and welcoming community for all.
College policy prohibits discrimination based on race, color, religion, national origin, ancestry, age, gender, sexual orientation, marital status, medical condition, physical or mental disability, gender stereotyping, and gender identity, taking a protected leave (e.g. family medical or pregnancy leave), or on any other basis protected by applicable laws.
Saint Mary's College annually collects information about campus crimes and other reportable incidents in accordance with the federal Jeanne Clery Disclosure of Campus Security Policy and Campus Crime Statistics Act. To view the Saint Mary's College Report, please go to the Public Safety website at http://www.stmarys-ca.edu/public-safety/annual-security-and-fire-safety-report-0. To request a paper copy please call Public Safety at (925) 631-4284. The report includes the type of crime, venue, and number of occurrences.
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