The Director of Enrollment Marketing and Communications is responsible for developing, executing, and assessing, strategic enrollment marketing processes and campaigns for all Gardner-Webb University programs that serve students regionally, nationally, and globally. The Senior Associate Director/Director of Enrollment Marketing and Communications reports to the Vice President for Enrollment, and works with the admission teams (traditional, degree completion, and graduate), staff, faculty, students, and both on and off-campus constituents.
ESSENTIAL DUTY AND RESPONSIBILITY IS TO MANAGE AND OVERSEE THE ENROLLMENT MARKETING OFFICE IN PERFORMING THE FOLLOWING RESPONSIBILITIES:
- Provide leadership and strategic marketing direction in the development of marketing and outreach plans, policies, procedures, programs, and systems to support and achieve enrollment goals.
- Strong understanding of market research, data interpretation and use of analytics to make marketing decisions.
- Demonstrates a thorough knowledge of enrollment marketing and communications best practices including developing long-term strategies and plans to increase leads and conversions throughout the enrollment cycle.
- Work with admission teams to develop and implement an enrollment communication plan that encompasses all relevant audiences (including prospective students, parents, guidance counselors, and other influential groups).
- Evaluate, recommend, and direct the work of outside creative service and other firms who design and implement enrollment-marketing programs.
- Assist in the development of communication strategies for a variety of market segments that address prospective students, program and enrollment inquiries, application processes, and pre-enrollment phases of the GWU admissions process.
- Collaborate with all campus constituents in order to effectively market GWU to prospective students and the community at large, including communication distribution channels, college websites, social media, marketing, and public information.
- Collaborate with senior academic and administrative staff to successfully launch new programs, including marketplace positioning and launch/awareness building strategies, as well as contributing to competitive intelligence, working with market research vendors as appropriate, and assisting with program launch budgets.
- Cultivate and maintain relationships with lead-generation and third-party vendors.
- Work in collaboration with the Office of University Communications and Marketing to develop creative concepts that address marketing challenges and reinforce the Gardner-Webb University brand.
- Assure that projects are delivered on time and on budget.
- Collaborate with the university's Web Communications department to assist in the management of the Enrollment division web presence by making necessary updates, changes, and applying best practices or adaptations based on customer feedback and competitive analyses.
- Identify marketing innovations and technology to effectively communicate to prospective students.
- Serves on University committees as appropriate. • Other duties as assigned by the Vice-President for Enrollment Management.
SUPERVISORY RESPONSIBILITIES:
The Director of Enrollment Marketing and Communications supervises the Enrollment Communications Coordinator and two student interns.
EDUCATION and EXPERIENCE:
- BA/BS in related occupational field of study.
- Minimum of 4 years professional marketing experience, preferably at an institution of higher education
Knowledge/Skills/Abilities:
- Experience with project management and budget management in a deadline driven environment.
- A demonstrated ability to multi-task and finish projects on time.
- Possess a basic knowledge of enrollment management.
- Experience in working with CRM or customer/students databases as an end-user.
- Excellent interpersonal communication skills, both verbal and written.
- Ability to work effectively with a variety of professional, support, and student staff members in a highly effective and collaborative manner.
- Solid understanding of digital strategy (PPC, SEO), social media and video content marketing and current communication trends.
- Excellent organizational abilities, attention to detail, initiative, and independence.
- Proficiency in Microsoft Office Suite programs.
- Basic knowledge of design, photography, production, and printing processes.
- Possesses exceptionally strong writing, editing, proofreading, and creative thinking skills.
- High self-confidence and poise essential to position function.
Competitive Benefits:
- Retirement matching
- Tuition remission
- Health insurance
- Dental insurance
- Vision insurance
- Short term/long term disability
- Life insurance
- Paid time off
- Paid sick leave
- 17 paid holidays
- Wellness opportunities
- On-campus health center
Gardner-Webb University is a Christian university committed to helping individuals become more in faith, learning, and service. Located in Boiling Springs, North Carolina, GWU offers the benefits of a close-knit community with easy access to Charlotte, Asheville, and the greater Greenville-Spartanburg region.
Founded in 1905 and rooted in the Baptist tradition, the University now serves approximately 3,000 students across more than 80 undergraduate and graduate programs. As a Carnegie Doctoral/Professional institution, Gardner-Webb is dedicated to academic excellence, leadership development, and meaningful service to others.
Our community reflects a shared commitment to One Webb, creating an environment where people support one another, pursue their purpose, and work together to make a lasting impact. GWU attracts students from across the nation and around the world and competes in NCAA Division I athletics with 22 teams and more than 500 student-athletes.