Associate Director, Graduate Enrollment Marketing – Enrollment Management

At Carnegie Mellon University, “My heart is in the work” is more than a slogan — it’s a reflection of who we are. We are seeking an inaugural Associate Director of Graduate Enrollment Marketing who has an opportunity to bring that same passion and dedication to Graduate Admissions!

Carnegie Mellon University is a private, global research university that stands among the world’s most renowned education institutions. With ground-breaking brain science, path-breaking performances, creative start-ups, big data, big ambitions, hands-on learning, and a whole lot of robots, CMU doesn’t imagine the future, we invent it. If you’re passionate about joining a community that challenges the curious to deliver work that matters, your journey starts here!

Carnegie Mellon’s Division of Enrollment Management seeks a highly experienced and strategic marketing leader for the role of Associate Director of Graduate Enrollment Marketing. Reporting to the Assistant Vice Provost for Enrollment Marketing and Communications, this professional will be responsible for defining and executing a comprehensive, sustainable graduate recruitment marketing framework across the university and in close collaboration with University Communications and Marketing.

This role is critical to ensuring dedicated focus and strategic growth for CMU's graduate programs, distinct from undergraduate recruitment efforts.

• Serve as lead and manager on the development and execution of a comprehensive graduate enrollment marketing strategy to increase visibility, generate qualified leads, and support enrollment goals across CMU’s graduate program portfolio.
• Drive the development, implementation, and continuous optimization of an institution-wide graduate recruitment marketing plan, focusing on building a robust, measurable and sustainable framework that sets a positive, compelling, and powerful entry point for students that segues naturally into the individual marketing and communications tactics performed at the College and Program unit level.
• Serve as the primary liaison with external marketing and research agencies, guiding market research initiatives, overseeing strategy development, and directing the creation of core campaign assets.
• Plan, develop, launch (and serve as graduate subject matter expert on) paid media campaigns across digital platforms (Google, Linked In, Meta, etc.) to drive lead generation and applications. Lead day-to-day campaign management and optimization via audience and keyword research, campaign testing, and other best practices.
• Plan, develop and launch organic marketing initiatives across web, email, print, and other channels to build awareness and drive lead generation that supports applicant growth for graduate programs. Strategically develop and manage the overarching website presence and user journey for graduate programs that reflects digital best practices and incorporates SEO strategies to increase visibility, boost organic traffic, and generate qualified leads.
• Utilize enrollment data and market insights to inform segmentation, messaging, and budget allocation decisions, optimizing strategies for prospect generation and application volume. Additionally, conduct quarterly reviews of website performance and user engagement metrics to identify opportunities for optimization and content enhancement.
• Take the lead on developing and managing sophisticated audience segmentation and personalized communication flows for graduate prospects within the Slate CRM system. Ensure messaging is tailored and effectively addresses the unique needs of advanced degree seekers.
• Cultivate strong, collaborative relationships with leadership, admission and marketing teams across CMU's academic Colleges and Departments to understand priorities, promote participation, and secure buy-in for centralized marketing strategies.
• Work closely with University Communications and Marketing (UCM) to ensure consistent branding, messaging, and visual identity standards are applied across all graduate marketing materials and to support the development of compelling creative for campaign assets, effectively building the CMU graduate…