Responsibilities

• Designs and implements marketing strategies, based on institutional goals, market characteristics and budgeted resources, which reinforce the college’s position as a market leader in the region for post-secondary and training opportunities as well as cultural and enrichment experiences.
• Works closely with internal stakeholders to develop the annual marketing plan and specific recruitment campaigns.
• Employs a range of cost-effective, targeted, measurable and appropriately integrated marketing tools to achieve institutional goals. These may include web and digital media, direct mail, print and outdoor advertising, email marketing, brochures, flyers, and other relevant vehicles.
• Optimizes interactive, electronic marketing efforts by providing expert guidance on innovative web, email and social media strategies.
• Remains current on industry trends related to search engine marketing, advertising, email marketing, digital banners, landing pages, retargeting, analytics, social media and other emerging approaches.
• Employs market segmentation methodologies to achieve the most targeted, cost-effective results. Incorporates both quantitative and qualitative analyses as part of the planning and evaluation process.
• Establishes measurements and success metrics to evaluate marketing efforts and prioritize marketing investments, providing reports to the unit vice president.
• Ensures consistency in institutional messages and positioning strategies.
• Participates in cross-functional college teams whose purpose is to improve non-academic student processes and relationships.
• Evaluates and coordinates an institutional approach to paid advertising media placements.

Requirements

• Six years of professional experience in a significant marketing leadership role required.

Preferred

• Master’s Degree, MBA desired
• Administrative or consulting experience with non-profit, public sector and/or higher educational institutions desired.