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Position Summary

• Strategic Planning: Craft and execute a demand generation strategy that aligns with the institution’s enrollment goals, identifying target demographics and tailoring campaigns to resonate with prospective students.
• Digital Marketing Campaigns: Develop and manage digital marketing campaigns across channels such as email, social media, PPC, SEO/SEM, and content marketing to attract and engage potential students.
• Content Strategy: Oversee the creation of compelling content tailored to different stages of the student journey, from awareness to decision-making, including program highlights, success stories, and virtual tours.
• Lead Nurturing: Implement lead nurturing programs to move prospective students through the enrollment funnel, using targeted messaging and personalized communication to encourage application and enrollment.
• Analytics and Reporting: Utilize analytics tools to track campaign performance, measure ROI, and provide insights on optimization strategies to improve lead generation and conversion rates.
• Collaboration with Academic Departments: Work closely with academic departments to ensure accurate and enticing representation of programs and to leverage faculty expertise in marketing content.
• CRM and Marketing Automation: Leverage CRM and marketing automation platforms to streamline communication with prospects, automate lead management processes, and personalize the prospective student experience.
• Market Research: Conduct ongoing market research to understand trends in higher education, competitor strategies, and prospective student needs to inform marketing strategies.
• Budget Management: Manage the budget for demand generation activities, ensuring strategic allocation of resources for maximum impact on enrollment targets.
• Cross-functional Team Leadership: Collaborate with enrollment management, admissions, student affairs, and academic affairs teams to ensure a unified approach to student recruitment and retention.

Minimum Qualifications

• Bachelor’s degree in Marketing, Communications, Business, or related field.
• A minimum of 3 years of experience in marketing, with a specific focus on demand generation and digital marketing in the context of higher education or similar settings.
• Demonstrated success in developing and executing integrated marketing campaigns that drive demand and enrollment.
• Proficient in digital marketing tools and platforms, including CRM systems, marketing automation software, Google Analytics, and social media platforms.
• Strong analytical skills, with the ability to interpret data, measure campaign effectiveness, and make data-driven decisions.
• Excellent communication skills, both written and verbal, with the ability to craft messaging that resonates with diverse audiences.
• Experience managing budgets and resources efficiently.
• Ability to work collaboratively across departments and lead cross-functional projects.
• May involve occasional travel for conferences, recruitment events, or professional development opportunities.