Senior Director of Enrollment Marketing

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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.

• 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…