Director of Enrollment Marketing, Smeal College of Business

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** POSITION SPECIFICS
**** Director of Enrollment Marketing
** to architect the marketing engine that will drive growth for our portfolio of graduate and undergraduate programs.

This is a hands-on, performance marketing leadership role for a strategist with deep experience in full-funnel student recruitment. The ideal candidate is an expert in digital marketing, marketing automation, and campaign optimization, with a passion for leveraging data and technology to achieve ambitious enrollment goals across the college’s entire portfolio. Reporting to the Chief Marketing Officer, this leader will oversee a team of marketing professionals and collaborate across the college to deliver measurable results in student acquisition and conversion.
** Key Responsibilities
**** Strategic Leadership & Department Management**
* ** Portfolio Strategy:
** Develop comprehensive, data-driven marketing strategies across digital, email, social, and traditional channels for a diverse portfolio of academic programs (undergraduate, residential masters, hybrid and online programs, and executive education), optimizing for lead generation, nurturing, and conversion.
* ** Architect the In
- **** House Engine:
** Own and execute email marketing campaigns in Salesforce Marketing Cloud, including segmentation, automated journeys, and integration with Salesforce for lead nurturing and conversion.
* ** Content Production:
** Drive content and editorial development for enrollment marketing across all channels, including production management and vendor/resource management as necessary.
* ** Fiscal Stewardship:
** Develop, forecast, and manage the enrollment marketing budget; authorize expenditures for paid media, vendor contracts, and technology licenses, ensuring optimal allocation of resources to maximize cost-per-enrolled-student efficiency.
* ** Innovation**:
Identify and implement competitive best practices, emerging trends in EdTech, digital advertising, and marketing automation to maintain our program’s advantage.
** Team Management & Development**
* ** Talent Management:
** Manage a team of marketing professionals (e.g., campaign managers, content specialists, coordinators); define roles and responsibilities to ensure coverage across all degree programs.
* ** Performance Management:
** Set clear individual and team goals; conduct performance reviews, provide mentorship, and identify professional development opportunities to foster a high-performance culture.
* ** Resource Allocation:
** Prioritize staff assignments and manage workflow to ensure deadlines are met across multiple simultaneous recruitment cycles.
** Data Analytics, ROI & Performance Measurement**
* ** ROI Analysis:
** Establish a robust reporting framework to track Key Performance Indicators (KPIs) including Cost Per Lead (CPL), Cost Per Acquisition (CPA), and conversion rates by channel and program.
* ** Optimization:
** Utilize analytics to continuously test and optimize campaign performance; present regular executive dashboards to leadership regarding enrollment health and marketing effectiveness.
* ** Forecasting:
** Analyze historical data and market trends to predict enrollment outcomes and adjust strategies proactively.
** Stakeholder Collaboration & Admissions Partnership**
* ** Academic Partnership:
** Serve as the primary marketing…