Unit: Office of Strategic Enrollment Management
Department: Div Strategic Enrollment Management
Department Summary: Virginia Commonwealth University (VCU) seeks a strategic and results-driven Associate Director of Marketing to lead cross-platform marketing strategy and campaign execution in support of VCU Online’s full portfolio of online academic programs. This role sits within the Division of Strategic Enrollment Management and Global Initiatives (SEMGI) and is dedicated to driving inquiry generation, application growth, and enrollment yield across VCU Online.
This position leads the development, organization, and execution of integrated, multi-channel marketing plans — spanning programmatic advertising, SEM/SEO, email automation, and marketing strategy — tailored to the enrollment goals of a diverse portfolio of online programs, degrees, and academic colleges.
Operating at the intersection of enrollment marketing, digital strategy, and cross-functional partnership, the Associate Director of Marketing works closely with VCU Online leadership, faculty, staff, academic partners, and campus marketing teams to align program priorities, gather resources, and continuously optimize performance to improve enrollment outcomes and return on marketing investment.
Duties & Responsibilities:
Campaign Strategy and Management (30%)
- Lead and manage cross-platform marketing strategy and campaigns across VCU’s portfolio of online programs, including marketing plans, channel mix, and investment across programmatic advertising, SEM/SEO, email automation, and landing pages.
- Develop integrated campaign calendars and messaging strategies aligned with enrollment cycles, program launches, and recruitment priorities across the online portfolio.
- Manage marketing materials, budgets, media buys, and vendor/agency relationships to maximize channel performance and cost-efficiency.
Stakeholder Engagement (25%)
- Partner with VCU Online leadership, faculty, academic colleges, and campus marketers to align program priorities, enrollment goals, and marketing strategies across the online portfolio.
- Serve as a marketing consultant to academic program leaders, faculty, and staff translating enrollment goals and program differentiators into actionable marketing plans.
- Collaborate with enrollment management, admissions, and student success teams to ensure marketing strategy supports the full prospective-student journey.
Analytics & Optimization (20%)
- Monitor and evaluate campaign and program-level performance across channels, identify optimization opportunities, and adjust strategies to improve enrollment outcomes and return on marketing investment.
- Utilize A/B testing, funnel analysis, and multi-touch attribution to refine channel mix, messaging, and budget allocation.
- Translate performance data into clear, actionable recommendations and reporting for VCU Online and academic partners.
Content & Technology Leadership (15%)
- Partner with digital strategy and enrollment teams to ensure website and landing page UX supports prospective online student needs.
- Collaborate on marketing automation and CRM strategy, ensuring lead nurture, scoring, and personalization workflows support conversion goals.
- Stay current on emerging marketing technology and digital advertising trends relevant to online program recruitment, recommending new tools and approaches as appropriate.
Data, Reporting & Continuous Improvement (10%)
- Establish and maintain KPIs tied to campaign performance, enrollment growth, and marketing return on investment.
- Deliver regular, actionable reporting and strategic recommendations to VCU Online and SEMGI leadership.
Leadership Competencies
- Strategic thinker with strong technical fluency
- Data-driven and enrollment-focused
- Collaborative and consultative leadership style
- Deep understanding of online learner experience
- Commitment to accessibility, equity, and inclusive digital engagement
Other Position Details:
- 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
Qualifications:
Minimum Qualifications
- Bachelor’s degree in Communications, Marketing, Journalism, Business, or related field.
- Significant and progressive experience in marketing, media, or enterprise content leadership.
- Demonstrated experience supporting enrollment marketing or lead-generation initiatives in higher education and online program environments.
- Experience developing and executing multi-channel digital marketing campaigns, including paid media, SEM/SEO, programmatic advertising, email automation, and landing page optimization, across a large portfolio of programs, products, or services.
- Strong collaboration experience with academic partners, enrollment, IT, web development, and leadership teams.
- Demonstrated ability to work in and foster an environment of respect, professionalism, and civility with a population of faculty, staff, and students from all backgrounds and experiences, or a commitment to do so as a faculty member at VCU.
Preferred Qualifications
- Master’s degree in a related field.
- Experience in higher education
- Experience supporting online or adult learner recruitment strategies.
- Experience with personalization strategies and marketing automation platforms.
Salary Range: Up to $90,000
Benefits: All full-time university staff are eligible for VCU’s robust benefits package that includes comprehensive health benefits, paid annual and holiday leave, generous tuition benefits, retirement planning and savings options, tax-deferred annuity and cash match programs, employee discounts, well-being resources, abundant opportunities for career development and advancement, and more.
FLSA Exemption Status: Exempt
Hours per Week: 40
Restricted Position: Yes
ORP Eligible: Yes
Flexible Work Arrangement: Fully Remote
University Job Title: 13911Y - Administrator CM 1
Contact Information:
Contact Name: AJ Martin
Contact Email: martinaj8@vcu.edu
Posting Open: 10/22/26
Posting Closes: 11/1/26
