Responsibilities

• Develop and lead a portfolio-level graduate enrollment marketing strategy aligned to institutional growth priorities and revenue targets.
• Establish program prioritization frameworks , investment models, and go-to-market strategies across growth-track programs.
• Define and operationalize full-funnel strategy (awareness → consideration → conversion → yield) across all supported programs.
• Create governance models that clarify roles across UM&C, ESO, and academic/program teams , ensuring coordinated execution.
• Omnichannel Demand Generation & Campaign Leadership: Oversee scalable demand generation channels , including paid search, paid social, retargeting, and landing page strategy.
• Ensure campaigns are built on strong audience segmentation, messaging frameworks, and value propositions .
• Lead campaign planning, execution, testing, and optimization , improving performance across all stages of the funnel.
• Partner with internal teams and external agencies to ensure efficiency, quality, and ROI
• Full-Funnel Integration & Conversion Optimization: Align marketing efforts with ESO-owned CRM, email, and yield strategies to create seamless prospect journeys.
• Partner on development of nurture architecture, drip campaigns, retargeting strategies, and yield communications .