What are the responsibilities and job description for the MARKETING & COMMUNICATIONS SPECIALIST, Graduate Enrollment position at Boston University?

Boston University seeks a strategic and collaborative Marketing & Communications Specialist to support enrollment marketing efforts for its masters and professional programs, with a primary focus on leveraging the Slate CRM to optimize communications and engagement with prospective students. This role will play a key part in the university's adoption and implementation of Slate as a university-wide graduate enrollment CRM. The Specialist will serve as a resource for the strategic use of Slate to optimize marketing and communication efforts, driving its adoption across teams and ensuring its effective deployment as a tool for engagement. This role focuses on developing and executing marketing and communication strategies that attract and engage prospective students, leveraging a deep understanding of enrollment marketing trends and best practices. The Specialist will plan, create and manage a variety of content including email campaigns, website updates, and other digital assets designed to support enrollment goals. Working closely with BUs school and college-based enrollment and marketing teams, the individual will ensure consistency, creativity, effectiveness and strategic connection to the university's brand across all communications.

The ideal candidate will also possess expertise in strategic communication planning, content creation, and digital marketing practices to drive recruitment and engagement throughout the prospective student journey.

Essential Functions

Slate CRM Management (30%)

Serve as a primary user and communication expert for the University's single instance of Slate CRM for graduate enrollment communications for its 250 master's and professional programs.
Build, test, and deploy email campaigns, workflows, and event communications in Slate.
Monitor and optimize communications for effectiveness, ensuring alignment with broader marketing and enrollment goals.
Partner with school and college-based enrollment teams to ensure effective setup and use of Slate for communication with prospective students.
Ensure current expertise in Slate technology and capabilities, actively applying the latest insights to enhance strategy, approach and execution.

Content Creation (30%)

Create compelling content for various communication channels, including emails, landing pages, and other recruitment materials. Create compelling, audience-specific content for emails, websites, and other platforms to engage prospective students throughout the enrollment funnel.

Develop visuals or collaborate with design teams to support communication initiatives.

Ensure all content aligns with BUs brand voice and messaging guidelines.

Recruitment Communication Planning (20%)

Develop and implement segmented communication strategies tailored to different stages of the recruitment cycle.

Plan messaging for targeted audiences and optimize touchpoints to drive engagement and conversion.

Collaborate with school and college teams to develop and refine strategies that support enrollment goals for master's and professional programs.

Collaborate with and guide school and college-based enrollment teams to ensure messaging aligns with their specific needs, recruitment goals and prospective student journey.

Integration with Overall Graduate Enrollment Marketing Strategy (20%)

Leverage digital marketing best practices, including Search Engine Optimization (SEO), to optimize communication effectiveness beyond Slate, while ensuring that communication activities within Slate are aligned with broader marketing, communication, and outreach strategies for graduate enrollment, including the Graduate Education Website.

Provide insights and recommendations to ensure cohesive messaging across all platforms and channels for school / college enrollment marketing and communication efforts.

Minimum Qualifications

Bachelor's degree in marketing, communications, or a related field.

3-5 years of experience in marketing, communications, or CRM management; experience in graduate or higher education enrollment marketing preferred.

Hands-on experience with Slate or similar CRM platforms is preferred, particularly with Slate Deliver, enrollment marketing tools, and campaign automation.

Exceptional writing, editing, and content creation skills, with a proven ability to develop content tailored for different audience segments and platforms.

Strong understanding of strategic communication planning and audience segmentation.

Strong project management and organizational abilities with ability to manage multiple projects and priorities in a fast-paced environment.

Strong collaboration and interpersonal skills with demonstrated ability to work effectively in a cross-functional, multi-stakeholder environment.

Knowledge of analytics and performance metrics to inform strategy and improve outcomes.

Up-to-date knowledge of digital marketing practices, trends, and tools, including email marketing, SEO, and data analytics, with a focus on driving measurable results.

Flexible, self-starter with a proven ability to take initiative and bring creativity, enthusiasm, and innovative ideas to a team environment.

Ability to maintain a healthy work / life balance, including a sense of humor.

We are an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, natural or protective hairstyle, religion, sex, age, national origin, physical or mental disability, sexual orientation, gender identity, genetic information, military service, pregnancy or pregnancy-related condition, or because of marital, parental, or veteran status. We are a VEVRAA Federal Contractor.

Required Skills

Cover letter and resume required

Required Experience

Cover letter and resume required

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MARKETING & COMMUNICATIONS SPECIALIST, Graduate Enrollment

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