Responsibilities

• Oversee planning, execution, and optimization of the integrated paid media strategy across traditional and digital channels to drive recruitment opportunities, while managing budget allocation, spend efficiency, and financial reconciliation—including invoicing and approvals—for all campus markets.
• Manage the relationship with the agency of record, evaluating their recommendations on strategy and tactics against college objectives, budgets and best practices. Review and approve media plans promptly to ensure alignment with institutional goals.
• Lead pipeline optimization through data-driven initiatives that strengthen lead generation, qualification, nurturing and conversion.
• Analyze, measure and lead optimization of paid ad landing pages, CRM, and marketing automation email and SMS contact strategies to increase lead responsiveness, promoting timely movement from inquiry to admissions appointment.
• Facilitate effective cross-functional partnership and collaboration with Marketing to ensure media strategies and creative concepts are cohesive and aligned, supporting on-going data-driven campaign optimizations.
• Partner with Marketing and Communications in optimization of website UX/UI and content marketing efforts across owned and earned channels, to support discoverability, SEO, and organic traffic lead generation and conversion.
• Oversee the strategy and analysis for campus events such as open houses and admissions events (averaging 40 per quarter), coordinating with on-campus teams to generate attendance and leads.
• Partner with Senior Director of Enrollment Marketing in the analysis of performance marketing and admissions pipeline optimization, developing data-driven insights to improve quality lead generation and conversion that supports enrollment.
• Support the advancement of data collection and the development of existing and new marketing and admissions reports.
• Manage the workflow with internal IT teams to share accurate marketing and enrollment data with the agency weekly and ensure proper first-party data integration.