Director of Enrollment Marketing

Bay Path University - Longmeadow, MA

Full-time - Mid Level

Longmeadow, MA

Educational Services

About the position

The Director of Enrollment Marketing at Bay Path University is responsible for developing and executing integrated marketing strategies to attract prospective students to the Cambridge College division. This role involves collaboration with admissions, deans, and program directors to optimize marketing efforts and enhance enrollment outcomes. The director will oversee marketing campaigns, utilize data-driven decision-making, and ensure effective communication across various platforms to promote the university's programs and brand.

Responsibilities

• Plan, develop, and execute strategic integrated marketing and communication efforts for assigned division/programs.
• Use data-informed decision-making to execute effective marketing approaches and initiatives.
• Utilize best practices in digital marketing activities, including SEM, SEO, social media, and email marketing.
• Maximize the Salesforce CRM tool, HubSpot, and other digital marketing platforms to analyze and report on activities.
• Create and manage email marketing campaigns for respective divisions.
• Develop budget to support marketing recommendations.
• Establish metrics for success and regularly evaluate and adapt strategies as necessary.
• Ensure consistent creativity and messaging across audiences and platforms.
• Understand audience segmentation and provide differentiating tactics/messaging for various degree programs.
• Develop plans to meet both short-term and long-term goals and operate against multiple initiatives simultaneously.
• Work with the creative team to develop and execute marketing materials.
• Ensure all web content and advertisements support SEO and digital objectives.
• Pay close attention to timelines and deadlines to maximize marketing windows.
• Understand market trends within the higher education landscape.

Requirements

• 5+ years of marketing experience, with proven digital marketing experience; agency experience welcomed.
• Bilingual in Spanish preferred.
• Bachelor's degree in Marketing, Communications, Business, or related field required; Master's degree preferred.
• Demonstrated ability to create and implement successful, strategic integrated marketing campaigns.
• Proven experience understanding data, systems, business analytics, metrics, and KPIs to make data-informed decisions.
• Excellent oral and written communication and story-telling skills.
• Experience with Google Ad Manager and Facebook Ads Manager preferred.
• Salesforce CRM with HubSpot Marketing arm strongly preferred or demonstrated transferable CRM experience.
• Demonstrated ability to meet strict deadlines and respond effectively to changing priorities.
• Ability to build a culture of collaboration with internal partners.
• Ability to recruit, hire, train, supervise and evaluate staff.
• Ability to adhere to University policies and procedures.
• Ability to handle confidential information with discretion.
• Commitment to a culture of diversity, equity, respect and inclusion.

Nice-to-haves

• Experience with Google Ad Manager and Facebook Ads Manager preferred.