Director of Enrollment Marketing

Position Summary

DESCRIPTION:

The Director of Enrollment Marketing is crucial in supporting undergraduate and graduate marketing, admissions, and recruitment efforts. This includes developing, managing, coordinating, and assessing various marketing communications, such as email campaigns, publications, direct mail, social media, Slate, and online digital marketing initiatives.

The Director is primarily responsible for all communications throughout the enrollment process, from initial outreach to yield and enrollment. This involves creating original content for communications, acting as the main point of contact for vendors, and developing an innovative and effective marketing strategy for enrollment activities.

Collaboration is key for this position. The Director works closely with colleagues in Undergraduate and Transfer Admissions, Graduate and Professional Program Admissions, Financial Aid, and Enrollment Technology. The position ensures the comprehensive enrollment marketing plan is fully implemented and aligned with institutional marketing strategies.

Ultimately, this role supports York College's mission and strategic goals by attracting qualified students and raising awareness of our programs.

OUTCOME:

The Director of Enrollment Marketing is expected to design, execute, and continuously optimize a comprehensive, data-driven marketing and communications strategy that actively drives prospective undergraduate and graduate students through the entire enrollment funnel from initial outreach to final yield. Success in this position is defined by the seamless deployment of multi-channel campaigns (email, digital, print, and social media), the maximization of Slate CRM for strategic messaging, and the effective management of internal staff and external vendors. Ultimately, the Director will foster deep collaborative partnerships across admissions and financial aid divisions to achieve the College’s new student enrollment and revenue goals while maintaining absolute brand integrity.

Essential Functions

Planning and Supervision (30%)

• Develop and assess a strategic enrollment marketing and communication plan spanning all phases of the enrollment pipeline and funnel.
• Oversee the complete enrollment marketing strategy in alignment with the Strategic Enrollment Management Plan, Institutional Marketing Plan, and strategic plan for the College.
• Work directly with outside vendors to ensure alignment and integrity of all enrollment marketing initiatives.
• Supervise staff that supports critical areas of enrollment management: CRM management (Slate), strategic communications, print publications, content strategy, the York College Spartan Ambassador Program, and the admissions visit program.
• Collaborate with Undergraduate and Graduate Admissions to develop proactive and creative solutions for managing enrollment shifts, increasing applications and yield, and generating a positive experience for all prospective students.
• Research and develop new marketing tactics to grow key demographics and program-specific pipelines.

Digital Admissions Search Marketing (20%)

• Curate content, provide creative direction, and serve as a liaison between outside vendors and internal staff to establishdigital marketing campaigns (paid and organic).
• Develop and maintain external enrollment search sites and directories, ensuring content is updated and optimized.
• Maintain web content and an active social media presence in collaboration with the Institutional Marketing team.

Publications and Print/Direct Mail Communications (20%)

• Develop new publications and strengthen current printed and digital materials from creation through fruition.
• Manage admissions publication inventory.
• Coordinate design, printing, and mailing of admissions printed communications in line with the institutional brand standards.

Email Marketing (15%)

• Create original copy for a wide variety of organizational email communications using up-to-date best practices in email communication strategies.
• Coordinate and execute email communications for undergraduate and graduate admissions, as well as oversee and consult on email communications and deployment strategies for other enrollment areas.
• Edit email and other existing copy as needed to adapt to email formats and accurately proof all work to adhere to the York College communication standards style guide and brand guidelines.
• Develop email campaigns and distribution lists for all marketing email communications, and consult on list creation and usage for other organizational units as necessary.
• Monitor and report on opt-outs, hard bounces, and other email list management issues.
• Use the Enrollment CRM platform (Slate) to graphically produce all forms of marketing and admissions emails from the College; consult on email design and branding guidelines for other emails produced for the organization, as necessary.
• Ongoing training from and partnership with staff in Institutional Marketing regarding the college’s brand presentation and guidelines, logo usage, and editorial style guide

Reporting and Analysis (10%)

• Generate monthly reports to track ROI on activities related to the admissions funnel.
• Competitive evaluation and analysis of competitive marketing activities
• Assist with the development, maintenance, and coordination of marketing and communications calendars

Additional Duties and Responsibilities: (5%)

• Participate in weekly departmental and supervisor meetings as required
• Assist Division of Enrollment Management with outreach, recruitment, and admissions events, as needed
• Other duties as assigned

Experience and Education Required

• A bachelor’s degree is required, a Master’s degree preferred, in a field related to enrollment, communications, public relations, and/or marketing.
• Five years of experience in marketing and/or enrollment management, including creating content (copy, images, template building) for online marketing and campaigns in a higher education setting.

Required Skills and Qualifications

• Excellent planning, organizational, and managerial skills
• Excellent knowledge of Microsoft Office products
• Knowledge of Admissions/marketing concepts
• Ability to relate effectively with students, faculty, staff, and administration
• Strong oral and written communication skills
• Working knowledge of CRM platforms such as Slate CRM.