Director of Enrollment Marketing (CC)

Supervisor: Sr. Director of Enrollment Marketing

Status: Full Time

Job Location: Hybrid Longmeadow or Remote if beyond 45 miles

Exempt (Yes/No): Yes

JOB SUMMARY:

The Director of Enrollment Marketing provides strategic leadership for enrollment marketing initiatives for their assigned divisions / programs to meet enrollment goals. Reporting to the Sr. Director of Enrollment Marketing, this position develops and executes integrated marketing strategies with a strong emphasis on digital marketing, email marketing, lead generation, and marketing automation.

The Director collaborates closely with Enrollment Management, and Academic Affairs, and external agency partners to develop campaigns that attract, engage, and convert prospective students throughout the enrollment funnel. This role is responsible for optimizing marketing performance through data analysis, audience segmentation, CRM strategy, and continuous improvement.

Essential Responsibilities

• Develop and execute integrated enrollment marketing strategies that support recruitment and enrollment goals for assigned divisions and programs.
• Lead multi-channel marketing campaigns across digital, email, web, social media, paid media, search, display, and other channels to generate inquiries, applications, and enrollments.
• Develop and oversee enrollment communication strategies that engage prospective students throughout the enrollment lifecycle-from inquiry through enrollment-including targeted email marketing campaigns, automated communication flows, and personalized messaging that improves engagement, conversion, and enrollment yield.
• Partner with the Enrollment Marketing Systems team to optimize CRM workflows, audience segmentation, lead management, marketing automation, campaign tracking, and reporting to support effective recruitment and personalized student communications.
• Monitor and optimize digital marketing performance, website conversion, email engagement, and enrollment funnel metrics through data analysis, A/B testing, and continuous improvement to maximize marketing effectiveness and return on investment.
• Collaborate with Enrollment Management, Academic Affairs, Communications, and external agency partners to develop integrated recruitment campaigns that align with institutional priorities, enrollment goals, and brand standards.
• Partner with web and creative teams to develop and optimize enrollment-focused content, landing pages, digital experiences, and calls to action that strengthen prospective student engagement and conversion.
• Manage assigned marketing budgets, agency relationships, project timelines, and campaign execution, ensuring initiatives are completed on time, within budget, and aligned with strategic priorities.
• Drive innovation by evaluating emerging enrollment marketing trends, digital technologies, and artificial intelligence (AI) tools to enhance recruitment strategies, personalize the prospective student experience, improve operational efficiency, and strengthen marketing performance while ensuring technology complements, not replaces, the human-centered student experience.
• Prepare and present campaign performance reports, key performance indicators, market insights, and strategic recommendations to senior leadership, using data to inform decision-making and continuous improvement.

Qualifications

• Bachelor's degree in Marketing, Communications, Business, or a related field required; Master's degree preferred.
• Minimum of five (5) years of progressively responsible experience in marketing, enrollment marketing, or higher education marketing.
• Demonstrated success developing and executing integrated, multi-channel marketing campaigns with a strong emphasis on digital marketing, lead generation, and enrollment growth.
• Experience developing and managing email marketing strategies, lifecycle communications, and automated communication flows that guide prospective students through the enrollment funnel.
• Experience with CRM systems and marketing automation platforms; Salesforce and Marketing Cloud Account Engagement (Pardot) experience strongly preferred.
• Strong knowledge of digital marketing, including Google Analytics, Google Ads, Meta advertising, SEO/SEM, website optimization, and campaign performance analysis.
• Demonstrated analytical skills with the ability to interpret marketing data, measure campaign performance, identify trends, and make data-driven recommendations to improve results.
• Experience writing, editing, and developing compelling marketing content for websites, email campaigns, digital advertising, and other enrollment communications.
• Proficiency in Microsoft Office Suite, Adobe Creative Cloud, Canva, and other marketing technologies.
• Experience managing multiple priorities, projects, and deadlines in a fast-paced, collaborative environment.
• Experience working effectively with external marketing agencies and vendor partners to develop and execute successful campaigns.
• Excellent written, verbal, interpersonal, and active listening skills, with the ability to build strong relationships across the institution.
• Demonstrated ability to collaborate effectively with Enrollment Management, Academic Affairs, Communications, and other cross-functional stakeholders to achieve shared enrollment goals.
• Strong organizational, project management, and problem-solving skills, with the ability to work independently while managing competing priorities.
• Demonstrated ability to effectively communicate and advance an institution's mission and value proposition through integrated marketing and digital communication strategies.
• Innovative, entrepreneurial, and results-oriented, with the ability to evaluate and responsibly leverage emerging technologies, including artificial intelligence (AI), to enhance recruitment strategies, personalize prospective student communications, improve operational efficiency, and strengthen the student experience without replacing meaningful human engagement.
• Ability to adhere to University policies and procedures.
• Ability to handle confidential information with discretion and within FERPA and HIPAA guidelines.
• All new employees must complete the FERPA, Anti-Harassment, and any other required online trainings within 15 days of employment.
• Should have demonstrated ability to build working relationships with people having a wide variety of backgrounds, perspectives, and experiences different from ones' own.
• General knowledge of the University's mission, purpose and goals and the role this position plays in achieving those goals.