Enrollment Marketing Manager

Department: Schar School Policy and Government

Classification: Public Relations & Mktg Spec 3

Job Category: Classified Staff

Job Type: Full-Time

Work Schedule: Full-time (1.0 FTE, 40 hrs/wk)

Location: Arlington, VA

Workplace Type: Hybrid Eligible

Pay Band: 04

Salary: Salary commensurate with education and experience

Criminal Background Check: Yes

About the Department:

The Schar School of Policy and Government's objective is to prepare our students for high-level decision making in a complex and technological world.

About the Position:

The Enrollment Marketing Manager leads the marketing efforts behind lead generation and yield for graduate and undergraduate programs at the Schar School. The position is charged with producing effective short-form content in multi-media platforms to attract the next generation of students to the Schar School and is responsible for presenting the story of the Schar School in a compelling way utilizing appropriate channels and vendors that ensure enrollment targets are being met.

The Enrollment Marketing Manager develops and oversees recruitment and enrollment content on organic and paid platforms, and manages all marketing materials aimed at prospective student audiences to include web, email, social media, short-form video, print, and other digital opportunities. The position uses a blend of strategic thinking, creativity, and data analysis to effectively communicate the institution's value proposition, engage prospective students, and adjust to meet the needs of a changing prospective student audience. The position works collaboratively with the admissions/recruitment teams, the larger marketing team, and faculty to develop and execute enrollment marketing messages.

The overall goal of the position is to ensure that the Schar School is identifying and maximizing every opportunity for prospective student marketing.

Responsibilities:

Lead and Application Generation Marketing Activities:

• Designs and implements a multi-channel advertising strategy, including paid search campaigns, paid social media advertising, organic social media, display advertising, outdoor advertising, radio advertising, and other channels for undergraduate and graduate programs;
• Writes compelling short-form copy and designs the creative for all prospective student material;
• Promotes the Schar School to prospective students through short form video, social media, flyers, and postcards;
• Designs and maintains prospective student recruitment and admissions website pages that are SEO optimized, in collaboration with the Website Specialist;
• Collaborates with the Director of Marketing to source prospective student promotional items;
• Ensures marketing activities are aligned with current trends and provides recommendations to the recruitment team on lead generation activities; and
• Monitors and analyzes enrollment data and campaign performance metrics to assess effectiveness, identify trends, and adjust strategies accordingly.

Yield Marketing Activities:

• In collaboration with the admissions/recruitment teams, develops and executes a communications and marketing strategy for admitted students for both undergraduate and graduate programs;
• Develops admitted student specific media including brochures, postcards, videos, emails, and event marketing campaigns; and
• Collaborates with the Director of Marketing to source admitted student promotional items.

Recruitment Event Marketing:

• Designs and executes marketing for Schar School hosted prospective student events to encourage maximum registration through social media, email, and on the website;
• Identifies and cultivates external partnerships within Mason and in the community to advertise Schar School hosted prospective student events;
• Actively participates in signature events for real-time marketing efforts including: Open Houses, Admitted Student Events, Orientation Programs, PPIA weekends, and other high-profile student recruitment events;
• Designs and sources expo table materials including table banners, pull-up banners, posters, and any other print needs;
• Collaborates with the Director of Marketing to source promotional items; and
• Collaborates with the Communications Manager for talking points for speakers.

Required Qualifications:

• Bachelor's degree in related field, or equivalent combination of education and experience;
• Experience in higher education enrollment marketing (undergraduate and/or graduate) or sales marketing (undergraduate and/or graduate) (typically at least 5 years);
• Demonstrated knowledge and effective use of digital marketing and social media platforms;
• Knowledge of tracking and mining analytics to inform strategic decision making;
• Superior writing and editing skills including the ability to write short-form marketing copy for various mediums;
• Skilled in project management with the ability to work in a fast-paced environment;
• Ability to employ storytelling best-practice principles including photo and audio-visual for lead generation and conversion; and
• Ability to work with a broad team outside one's own supervisory chain.

Preferred Qualifications:

• Experience in higher education enrollment marketing (typically 7 years);
• Budget management experience;
• Knowledge of enrollment processes and student recruitment strategies;
• Skilled in photography and video production/editing; and
• Ability to manage external vendors for multi-channel marketing and advertising.

Instructions to Applicants:

For full consideration, applicants must apply for the Enrollment Marketing Manager at https://jobs.gmu.edu/. Complete and submit the online application to include three professional references with contact information, and provide a cover letter and resume.

Posting Open Date: January 9, 2025

For Full Consideration, Apply by: January 27, 2025

Open Until Filled: Yes