Job Information
University of Rochester Director, Enrollment Marketing Strategy in Rochester, New York
GENERAL PURPOSE:
Reporting to the Associate Vice President Marketing Strategy (AVP), the Director of Enrollment Marketing strategizes, plans, and executes multi-channel marketing efforts designed to support new student recruitment goals from prospects to applications to matriculants. The Director is a leader responsible for directing the development and implementation of comprehensive marketing strategies that promote the University¿s mission and supports the enterprise¿s enrollment marketing efforts for undergraduate students, while gaining a better understanding of the existing approaches towards graduate and professional student recruitment across the institution, and patients at the University of Rochester Medical Center (URMC). Working closely with the AVP of Marketing and team, the Vice Provost and University Dean of Enrollment and team, and other colleagues to collect, analyze, and interpret relevant market research, and advance brand aligned overall digital-first marketing efforts.
The Director also partners with the Office of Student Life to further understand, create and promote a holistic approach to student life and student experience at a residential, research-intensive university, with a strong focus on storytelling. The Director ensures that messaging reinforces the value, the fun, and the outcomes of a Rochester education to prospective and current students and their parents, guardians, advisors, and advocates.
A strategic-thinker who translates big-picture marketing vision to implementable operational plans, a dot-connector who understands how our marketing efforts work together to build our brand and advance the university¿s enrollment goals, the Director understands the audience goals and objectives and develops an integrated marketing approach to co-create and implement enrollment marketing strategies, bridging traditional marketing tactics and digital media. The Director ensures projects stay on-time and on budget. This role manages relationships and mobilizes resources to meet goals, while spotting and mitigating potential issues, while regularly providing excellent counsel to the VP Marketing and Communications as well as the AVP Marketing.
RESPONSIBILITIES:
Directs and stewards the overarching undergraduate recruitment marketing strategies and priorities in partnership with both the Office of Student Life and Admissions, supporting new student recruitment and enrollment as well as partnering on strategies to enhance student life and experience. Leads the strategy, development, and execution of comprehensive digital and traditional marketing initiatives for undergraduate enrollment marketing activities. Ensures strategies are defined and marketing/communications tactics are aligned and coordinated across the relevant team members and with colleagues across the institution, including finding synergies with student search strategies led by the Vice Provost and Division of Admissions, Financial Aid, and Enrollment. Helps drive a ¿digital first¿ mindset for focusing best practice use of all online platforms, including website, social media, blogs, email marketing and other digital tools. (25%)
Sets media buying strategy to guide placement and expenditures for all paid media campaigns, ensuring campaign budgets align with the strategic initiatives. (10%)
Develops and establishes processes to activate, monitor and analyze all recruitment related campaigns, ensuring methods used meet privacy standards and regulations. Utilizes data-driven insights to develop and make recommendations to refine marketing strategies, measure campaign effectiveness and optimize resource allocation. Reports on campaign effectiveness.
Responsible for operations of the enrollment marketing team, which includes ensuring team members are effectively building and implementing marketing plans for assigned area(s) of focus. Builds infrastructure for brand aligned, effective and strategic marketing efforts in partnership with digital, content, social and other teams within the schools, departments, academic, and student life divisions. Works collaboratively with others to build processes for leveraging analytics and research insights to drive marketing efforts. Implements approach to post-campaign debrief reviews and regular reporting on the performance of marketing plans. Helps to build project management tools and approaches to support recruitment campaigns.
Develops and grows an enrollment marketing team. Manages and mentors marketing professionals, fostering a culture of collaboration, innovation, and excellence. Provides direct supervision and coaching to ensure staff are working efficiently and collaboratively as a cohesive and effective team. Manages needs of the marketing staff including, but not limited to: approving hiring decisions, conducting training, providing ongoing supervision, addressing personnel issues and actions, and conducting performance reviews.
Engages in a regular review of key vendors. Initiates and manages all recruitment marketing related RFP processes as warranted. Engages with external agencies, vendors, and fellow marketing leaders to ensure validation of best practices and potential emerging trends and vendor partners. Ensures budgets assigned for marketing activities are met.
Provides enrollment marketing related strategic counsel to Senior Leadership, Deans, Faculty, and staff. Provides counsel to VP Marketing & Communications, AVP Marketing, other Marketing and Communications teams and collaborates on building a best-in-class marketing operation. Stays up-to-date on industry trends.
Other Duties as assigned
QUALIFICATIONS:
Bachelor's degree in Communications, Marketing, Business Administration or related field required;
Master¿s degree preferred
8 years of relevant and progressive experience required;
5 years of supervisory experience required;
Experience in higher education with a focus on enrollment marketing and communications preferred;
Or equivalent combination of education and experience required.
Experience implementing major national omni-channel marketing campaigns preferred.
A big-picture thinker with the ability to connect dots across multiple campaigns to drive an enterprise-level approach to brand strategy and execution required.
Deep understanding and experience of brand expression and knows how to bring a brand to life through strategic marketing campaigns preferred.
Excellent interpersonal, oral and written communications skills required.
Ability to interface effectively with leaders and staff at all levels, including internal and external customers.
Ability to lead teams, vendors and consultants. Ability to influence others and decisions preferred.
Experience with paid marketing and digital advertising campaigns preferred.
Ability to gather, analyze and provide data and market intelligence required.
Ability to manage stressful situations in a solution-oriented way required.
Excellent management and organizational skills with strong attention to detail and follow up required.
Ability to oversee and execute multiple projects simultaneously while working effectively under pressure. Demonstrated ability to think both creatively and analytically and to synthesize ideas quickly under deadlines required.
Demonstrated proficiency in writing and editing content required.
Knowledge of HIPAA privacy rules and HIPAA consent authorization process preferred.
Knowledge of and/or experience in CRM/Salesforce Marketing Cloud preferred.
The University of Rochester is committed to fostering, cultivating, and preserving a culture of equity, diversity, and inclusion to advance the University¿s mission to Learn, Discover, Heal, Create ¿ and Make the World Ever Better. In support of our values and those of our society, the University is committed to not discriminating on the basis of age, color, disability, ethnicity, gender identity or expression, genetic information, marital status, military/veteran status, national origin, race, religion/creed, sex, sexual orientation, citizenship status, or any other status protected by law. This commitment extends to the administration of our policies, admissions, employment, access, and recruitment of candidates from underrepresented populations, veterans, and persons with disabilities consistent with these values and government contractor Affirmative Action obligations.
How To Apply
All applicants must apply online.
EOE Minorities/Females/Protected Veterans/Disabled
Pay Range
Pay Range: $108,483 - $162,725 Annually
The referenced pay range represents the minimum and maximum compensation for this job. Individual annual salaries/hourly rates will be set within the job¿s compensation range, and will be determined by considering factors including, but not limited to, market data, education, experience, qualifications, expertise of the individual, and internal equity considerations.
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Full/Part Time: Full-Time
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