Senior Director of Marketing

Goshen College is a Christian liberal arts institution that prepares students to thrive in life, leadership and service. We strive to model an inclusive community committed to transformative justice, peace, and sustainability. A respect and appreciation of the Anabaptist
- Mennonite faith perspective and practices, and a commitment to the mission, vision, core values and community standards of Goshen College, are important for teaching and administrative faculty members.

The Director of Marketing is a strategic build role responsible for creating Goshen College’s central marketing function from the ground up. This is the architect and infrastructure owner for how Goshen is discovered, understood, and chosen: the Marketing Plan Framework (MPF), digital and web strategy, search and AI discoverability, analytics and CRM systems, audience journey design, brand governance, and measurement discipline that connect institutional storytelling to enrollment, retention, and advancement outcomes.

The Director of Marketing leads strategy, digital infrastructure, data, and organizational design, and is the manager to whom the Marketing & Communications Office (Marcom) reports. The role is a builder and systems thinker first, moving seamlessly between setting direction and shaping the actual content and channel work; the Communications team continues to own writing, editing, and spokesperson duties within the framework the Director of Marketing establishes.

• Develop and manage the Marketing Plan Framework (MPF) across campus partners responsible for priority audiences (admissions, advancement, community engagement), including Goshen’s value proposition, message pillars, proof points, audience journeys, channel roles, content standards, and measurement expectations, in collaboration with the President’s Cabinet.
• Convert the MPF into channel plans, campaign priorities, and editorial direction that the Marcom team and campus partners execute against. Lead the annual MPF review, updating audience insight and strategic priorities based on results.
• Own web architecture, content standards, and publisher guidelines across goshen.edu and semi-standalone program sites (Merry Lea, the J.N. Roth Marine Biology Station, Maple Leaf Athletics), and recommend approval processes for major department web changes and new off-domain properties.
• Direct SEO and generative engine optimization (GEO/AEO) so Goshen’s signature programs surface in traditional search and AI-generated college recommendations.
• Manage the measurement infrastructure and CRM integration needed to track the funnel from awareness through inquiry, application, enrollment, and retention, and make that data usable by Admissions, Advancement, and Cabinet.
• In collaboration with the Vice President for Enrollment Management and Vice President for Institutional Advancement, determine strategy for paid media, email sequencing, and text/Whats App outreach, including consent, tone, and staff training standards.
• Deeply understand the friction points behind why prospective students disengage or choose no college at all, using inquiry data, admissions feedback, and market signals, and build and continuously refine audience journeys for each priority segment (prospective undergraduate, local first-generation, transfer, graduate, Mennonite-network, and current-family).
• Serve as strategic partner to Admissions, aligning inquiry- and application-generation, yield, and melt-prevention communications with Admissions’ operational execution.
• Serve as strategic partner to Advancement, establishing a recurring joint planning cadence covering campaign calendar alignment, shared content pipeline, and shared brand…