Job no:R-0000001881Position Title:Director of Enrollment MarketingFaculty or Staff:StaffFull Time or Part Time:Full timeIn-Person, Hybrid, or Remote:HybridMinimum Starting Rate of Pay:$113,434.00Rate of pay commensurate with experienceStart Date:02/17/2025Job Description:

The Director of Enrollment Marketing provides strategic leadership and successful execution of the marketing and communications needed to enhance and achieve Mount Holyoke College’s student recruitment goals and initiatives. This position reports directly to the Associate Vice President for Marketing & Communications and sits on the Marketing & Communications team and will work closely with the Dean of Admission and other staff, including the Vice President for Enrollment Management. The position is hybrid/remote with periodic travel to campus.

Duties and responsibilities:

Develop and execute a highly engaging, differentiated, multi-channel marketing and communication strategy that enhances brand awareness and reputation, increases admission prospect engagement, maximizes conversion to applicant and admitted student yield in alignment with and fulfillment of the college’s strategic enrollment goals. Collaborate with the Office of Admission and other campus stakeholders on a unified and consistent enrollment experience for students and families, from prospect stage through the first day of class, that reflects the institution's brand.

Direct, develop, and implement an annual strategic communications plan designed to successfully achieve enrollment goals, including institutional priorities related to access and equity, and that engages key audiences such as students, families, college counselors and CBO advisors.

The Director is responsible for identifying and adopting industry-leading best practices, utilizing the most contemporary and effective platforms, consistent with brand guidelines. Develop assessment rubrics that incorporate real-time and cyclical performance feedback to facilitate in-cycle adaptations to enrollment marketing plans to address changes or new opportunities. Lead process of making annual improvements in message delivery, efficiency, and consistency.

Collaborate with Admission staff on CRM system (Slate) to customize and personalize the recruitment experience by utilizing 3rd party data and funnel behavior to continually refine and optimize strategy and create dynamic and differentiated content for segmented audiences.

Work collaboratively with Marketing & Communications and Admission teams in creating a unified approach to include a coherent brand architecture and digital platforms.

Assume leadership role in marketing and communications strategy and projects that support core enrollment functions and goals.

Guide and collaborate with Admission staff to advance clear, consistent messaging, stories, multimedia content and social content in support of college goals related to student quantity, quality, diversity and success.

Serve as the expert in determining optimal modes for message delivery and develop policies, processes and procedures designed to ensure high quality content and timely delivery of information for prospective students and their families across all communication platforms and channels.

Develop and maintain strong partnerships with campus partners to encourage sharing of resources and message alignment to the targeted audiences. Support marketing communication needs of on/off campus events to ensure brand consistency.

Qualifications

The successful candidate must have a bachelor’s degree, with seven or more years of experience in positions of progressively increasing responsibility in marketing communications, admission, or enrollment management. In addition, the director should have the following skills and characteristics:

A strong understanding of marketing principles and practices is essential. Must be a highly strategic, results-driven professional with the ability to create a vision and plan for the enrollment marketing strategy. A proven track record to turn a marketing and communications strategy into concrete goals and project plans in the designated time frame, as well as successfully execute it across various marketing and communication platforms is essential.
An innovative thinker/leader with the ability to implement creative solutions in line with a marketing and communication strategy.
Demonstrated outstanding written, verbal and interpersonal communication skills. Possesses the ability to transform a message toolkit and data points into compelling content.
Ability to build and lead a team of 1-2 enrollment marketing staff.
Demonstrated success in developing enrollment marketing campaigns or similar programs. Experience managing the marketing needs of a diverse entity with a myriad of audiences (e.g. prospective students, families, and influencers such as alums, counselors, and community-based organization advisors) is preferred.
Proven analytical and creative ability to address targeted messages to a variety of audiences.
Strong project management and organizational skills, including ability to set priorities, manage simultaneous projects and complete projects on time.
Ability to work collaboratively with a wide range of people and in a deadline-driven environment.
An understanding of the liberal arts, gender diversity and women’s colleges, and an ability to communicate their value clearly, cogently and confidently.
Sense of humor and ability to remain flexible and nimble in carrying out multiple projects and tasks.
Experience in higher education or the not-for-profit sector (e.g. community organizations, the arts, or K-12 schools) is desirable.

Background Checks:Mount Holyoke College is committed to providing a safe and secure environment, supported by qualified employees that will allow all of its students, faculty, staff and those associated with them to successfully carry out the mission of the college. As a condition of employment, the College will conduct appropriate background checks for all new hires. Mount Holyoke has designated the Office of Human Resources as the office responsible for ensuring that background checks (CORI, SORI, Credit History, & Driver Credential) are completed and utilized in the hiring process and Five College Office of Compliance and Risk Management as the office responsible for facilitating background checks as articulated in this policy.Special Instructions for Applicants: Apply online; application materials must include:

A cover letter summarizing interests and qualifications
A complete resume or curriculum vitae
For faculty positions, statements on mentoring, teaching, and research will also be required.

Mount Holyoke College

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Director of Enrollment Marketing