Description

The  Department of Adult & Graduate Enrollment (AGE) is seeking a full time, Assistant Director of Marketing to be a strategic thinker, strong communicator and active listener, the Manager is a savvy marketing expert with a particular expertise in digital who will lead and shape Roberts Wesleyan University’s Adult & Graduate Enrollment (AGE) marketing and recruitment strategy. This role will keep an eye on competitive offerings, identify the distinct needs of adult learners, and understand and be able to translate Roberts’ unique strengths into compelling messaging. This person is experienced in digital marketing, content marketing, and enjoys tracking the successes and failures of campaigns through data and analytics. This person will oversee the marketing process for the AGE programs: from identifying key selling points and messaging that will resonate with the target audience, to working with the in-house team and 3rd party vendors (ad agencies, research firms, etc.) to executing the marketing plan, to reviewing campaign KPIs to make recommendations for ongoing and future efforts. The successful candidate should be eager to lead the marketing mix of a values-driven business with a focus on effective digital marketing strategies and tactics, analytics, and measurement.

Develop centralized marketing plans for adult and graduate programs at the University. Understand the academic year’s goals and align budget allocations for programs to achieve or exceed those goals. Identify communications channels and tactics to maximize program results, with an end result that drives/increases enrollment growth and insures ROI including: Driving impactful programs to increase enrollment growth; Facilitate discussions to insure thoughtfulness of proposals including rationale and strategy; Defining marketing allocations by department/program and institution level; Driving consistent brand messages at the institution level and program level; Communicate Roberts Wesleyan University Vision, Mission, Value proposition and institutional message; Communicate programs value propositions, differentiators as proof points to target audiences; Define key performance indicators for programs and measuring results for continuous improvement; Collaborate closely with internal and external stakeholders to bring together the best thinking for marketing programs and maximizing results – striving for lead generation that results in meeting and exceeding enrollment goals. Thinking big-picture helps the University identify and focus on the best market opportunities. Obtain in-depth understanding of the University's strategies and plans. Identify and manage strategic partnerships and vendor relationships. Understand, negotiate, and purchase advertising media and contracts to provide the best value for Roberts. Support ad hoc marketing opportunities and/or opportunities driven by academic program needs or institutional priorities. Design and manage CRM marketing and automation campaigns using the Slate CRM. Must understand key triggers and decision points along the student journey and create messaging to drive conversion. In collaboration with the Brand & Marketing team, write, edit, and proof copy for collateral, advertisements, emails, web, and other promotional materials for AGE target audience. Stay abreast of industry trends within higher education and marketing to identify areas of opportunity to grow enrollment. Conduct and analyze market research to evaluate and understand program strengths and weaknesses in an effort to build the best marketing strategies for program life cycles.

 The approved salary for this position is $58,458.40/Annually. 

Requirements

BS or BA degree with relevant experience in business or marketing with 3 years progressive marketing and promotion experience. Digital marketing experience, specifically in the areas of content marketing and SEO. Strong knowledge of marketing with a focus on driving results. Ability to collaborate across cross-departments, seeking input and creating buy-in around strategies. The successful candidate should have a proven track record in leading the marketing mix of a consistently growing business with a focus on measurement, analytics, and continual improvement. A successful candidate will be able to demonstrate cultural competence and must value the principles of diversity and equity.