Responsibilities

• Own student pipeline growth: set clear, measurable goals for inquiry volume, lead quality, conversion to application, and cost per lead/acquisition, and report progress against those goals to executive leadership.
• Lead and manage the marketing team, including digital marketing, content/brand marketing, product marketing, and marketing operations and analytics staff.
• Lead Enrollment Marketing's operation as a shared service, delivering marketing and lead-generation services to other members of the University's network under an agency model, with clear service agreements, deliverables, and pricing.
• Grow shared services revenue by identifying, pursuing, and onboarding new network partners, and by expanding the scope of services sold to existing partners (upselling and cross-selling additional marketing services).
• Own the shared services P&L, including pricing strategy, cost-to-serve, and profitability by partner, and report on shared services growth and performance to the President and executive leadership.
• Develop and execute an integrated enrollment marketing strategy — spanning digital, content, paid, organic, and offline channels — to build brand awareness and drive qualified lead generation for all degree and non-degree programs.
• Collaborate closely with the Admissions unit to ensure a seamless handoff of marketing-generated leads into the admissions funnel, aligning on lead scoring, service-level agreements, and shared conversion metrics. Incorporate feedback from Admissions into strategies for improving pipeline management.
• Partner with Academic Affairs and Deans to understand program priorities, enrollment targets, and academic quality standards, ensuring marketing messaging accurately represents programs and supports institutional goals.
• Drive brand architecture development and value-proposition-based communications for all degree and non-degree academic products, ensuring differentiation, integration, and continuity across the University's portfolio; and establish a clear and easily navigable program vision for potential students.
• Guide the product marketing function to conduct market research, audience segmentation, market analysis, and competitive analysis to inform go-to-market strategy for new and existing programs.

Requirements

• Seven or more years of progressive experience in enrollment marketing, higher education marketing, and/or demand-generation/lead-generation marketing leadership.
• Demonstrated understanding of digital and other cutting-edge marketing tools and strategies and how they drive performance marketing.
• Demonstrated success generating qualified leads through digital channels and converting inquiries into a strong applicant pipeline.
• Demonstrated success developing, leading, and managing brand campaigns with clear and measurable outcomes.
• Experience with marketing automation and CRM technology (e.g., lead scoring, nurture campaigns, funnel reporting) required.
• Demonstrable experience gathering and analyzing marketing and funnel data and using that data to make strategic decisions that measurably improve lead volume, quality, and conversion.
• Successful track record in marketing management, including preparation of marketing plans and budgets, market research, and monitoring of marketing plan outcomes against pipeline goals.
• Successful track record hiring, managing and motivating marketing staff.
• Demonstrated experience and success using marketing-related technologies, including AI to improve results, lower costs, and maximize ROI.
• Significant experience in digital marketing, brand marketing, and managing marketing/advertising agency relationships.

Preferred

• Strongly Preferred - Ability to develop and execute a university-level enrollment marketing vision, supported by clear performance measures and continuous feedback mechanisms.
• Strongly Preferred - Experience marketing to and reaching culturally, geographically, and socioeconomically diverse prospective student populations.
• Strongly Preferred - Extensive knowledge of relevant trends and best practices in higher education marketing, particularly those pertaining to lead generation and non-traditional student populations.
• Strongly Preferred - Proficiency in utilizing and maximizing marketing technology (CRM, marketing automation, analytics platforms, etc.) to improve lead generation and pipeline efficiency.
• Strongly Preferred - Experience selling or business-development experience in a B2B or B2C services environment, including relationship management with external partners or client organizations.
• Strongly Preferred - Familiarity with structuring service-level agreements, statements of work, or partnership agreements for a shared-services or agency-model organization.