Director of Enrollment Marketing, Texas McCombs

About the position

Texas McCombs is a top business school at the center of one of the most innovative cities in the U.S. The McCombs community champions hands-on experiences alongside the ground-breaking research and thought-leadership of a world-class faculty. The collaborative spirit and enterprising drive of the Longhorn alumni network, one of the largest university networks in the world, is embedded in our culture, making us human-centered and future-focused in all our endeavors. We are shaping those who will shape tomorrow, and solving challenging problems while remaining committed to creating a community that is dynamic, supportive, and challenging. What starts here really does change the world. The McCombs School of Business's Director of Enrollment Marketing will lead and optimize the marketing and pipeline strategy for a variety of graduate programs to help Texas McCombs attract prospective graduate students. As a member of the Chief Marketing and Communications (CMCO) team, the Director of Enrollment Marketing is responsible for collaborating with various stakeholders to develop and execute integrated demand generation campaigns, track and analyze pipeline and enrollment data, and build a high-performing marketing team. They serve as a strategic partner to the Masters of Science Programs Office (MSPO) and the Masters of Professional Accounting (MPA) program leadership to achieve enrollment goals and ensure a consistent brand experience for applicants across the School's portfolio of specialized master's programs. This role supervises the enrollment marketing and marketing operations team and reports to the Chief Marketing and Communications Officer.

Responsibilities

• Recommend appropriate activities, goals, and benchmarks to achieve enrollment goals in consultation with the Director of MSPO/MPA Admissions and program office leadership.
• Lead the creation and execution of the demand generation strategy for one-year master's programs.
• Advise MSPO and MPA marketers on the development, execution, and active maintenance of lead nurturing programs.
• Identify new inbound and outbound marketing activities that deliver qualified leads while monitoring ROI and optimizing CAC.
• Develop and execute multi-step, integrated demand generation campaigns.
• Aggregate and analyze data to help define key personas for nurture programs.
• Drive strategy for paid ad, paid search, and retargeting activities.
• Partner with the McCombs Technology Solutions group to address Marketo campaign data issues.
• Serve as the subject matter expert in Salesforce and Marketo data governance meetings.
• Regularly assess Marketo and Salesforce lifecycle for process improvements.
• Lead, supervise, and establish performance goals for a staff of marketing operations and marketing team members.
• Allocate marketing budgets across the specialized masters' portfolio in partnership with program office leadership.
• Manage an external media agency's performance and scope of activities for the School of Business.
• Maintain knowledge of digital marketing best practices and compliance.
• Optimize lead generation & lead nurturing processes through various channels using Marketo.

Requirements

• An in-depth understanding of marketing automation strategies.
• Demonstrated success prioritizing and executing multiple projects within established time frames/budgets.
• Experience working directly with business partners to understand objectives and articulate the impact of digital media strategies.
• Experience with presenting strategy and effective communication of recommendations and data stories.
• Experience with event management and event promotion.
• Experience working within all marketing channels with an emphasis on digital and email marketing.
• Expertise in Microsoft Power Point, Excel and other Office software.
• Experience working in a website content management system.
• Experience working in Marketo.
• Experience working in Salesforce or a similarly-complex enterprise-level CRM.
• Experience working in project management software (Asana, Air Table, Monday, etc.).
• Bachelor's degree in marketing, communications or related fields.
• 10+ years of marketing program development experience.

Nice-to-haves

• Experience working in Google Analytics.
• Experience managing a marketing team.
• Experience working in Higher Education.
• Experience working with a third-party advertising agency.

Benefits

• Salary range of $125,000 - $140,000 depending on qualifications.
• Retirement plan eligibility through Teacher Retirement System of Texas (TRS).
• Works in standard office conditions with repetitive use of a keyboard at a workstation.
• Some evening and weekend hours may be required during peak periods and special events.