Marketing Manager

Unit:Office of Strategic Enrollment Management

Department: Div Strategic Enrollment Management

Department
Summary: Virginia Commonwealth University (VCU) seeks a proactive and detail-oriented Marketing Manager to support cross-platform marketing execution for specific VCU Online programs, an important part of VCU’s portfolio. This role sits within the Division of Strategic Enrollment Management and Global Initiatives (SEMGI) and reports to the Director of Digital Content & Web Experience, helping translate portfolio-level strategy into day-to-day campaign execution that drives inquiry generation, application growth, and enrollment.

This position builds and manages multi-channel marketing efforts — including paid media, SEM/SEO, email automation, and landing page content — for assigned programs, ensuring campaigns are executed on time, on budget, and in alignment with broader VCU Online marketing strategy.

Operating in close partnership with the Associate Director of Marketing, academic college contacts, and campus marketing teams, the Marketing Manager plays a hands-on role in campaign build-out, content coordination, and performance monitoring, supporting continuous improvement of enrollment marketing outcomes for their assigned program(s).

• Build and manage day-to-day marketing campaigns for the assigned program across paid media, SEM/SEO, email automation, and landing pages, in alignment with strategy set by the Senior Marketing Manager.
• Coordinate campaign timelines, creative requests, and channel scheduling to ensure on-time, on-budget execution.
• Manage day-to-day vendor and platform relationships (ad platforms, email tools, landing page builders) for assigned programs.

• Develop and coordinate marketing content and creative assets for the assigned program — email copy, ad copy, landing page content, and campaign collateral — for assigned programs.
• Partner with design, web, and content teams to ensure marketing materials are accurate, on-brand, and optimized for conversion.
• Maintain content calendars and ensure consistent messaging across channels for assigned programs.

• Serve as the day-to-day marketing point of contact for assigned academic program stakeholders, keeping them informed on campaign status and performance.
• Support the Senior Marketing Manager in gathering program input, priorities, and enrollment goals to inform campaign planning.
• Collaborate with enrollment, admissions, and student success teams to ensure marketing execution supports the full prospective-student journey.

• Track and report on campaign performance across channels for assigned programs, flagging issues and opportunities to the Senior Marketing Manager.
• Support A/B testing and landing page optimization efforts, implementing test variations and summarizing results.
• Maintain accurate, up-to-date performance dashboards and campaign documentation.

• Assist in maintaining KPIs tied to campaign performance and enrollment goals for assigned programs.
• Contribute to regular reporting delivered to VCU Online and SEMGI leadership.

• This is a restricted position currently being funded with soft-funds and continued employment is dependent upon continued funding, no challenges with future funding are anticipated.
• This will be a 100% remote position where quarterly campus visits are required.
• Communications and marketing professionals will collaborate closely with VCU Enterprise Marketing and Communications to align content, storytelling and brand positioning with institutional priorities and standards