Assistant Director for Marketing in Enrollment Management
Assistant Director for Marketing in Enrollment Management
The Assistant Director for Digital Marketing is primarily responsible for developing and executing a strategic approach to leveraging digital platforms and technology to engage and inspire potential and current students. As part of that effort, this individual will develop platform-specific strategies in consultation with the Director and in collaboration with designated colleagues. The Assistant Director also will create authentic, compelling, and persuasive content for use in recruiting and promotional efforts across platforms (print, web, digital, and social media) in the Division of Enrollment Management. In addition, the Assistant Director also will collaborate with University Marketing and Communications to evaluate trends in traffic to its website—and user choices while there—to identify and execute steps that enhance the site’s appeal and utility to key audiences at different stages of annual recruitment cycles. In addition, the Assistant Director will apply this information and other data to make and execute strategic recommendations for search engine optimization and targeted social media campaigns. This individual will play a significant role in recruitment efforts by applying experience, expertise, creativity, and insight to the Division’s outreach primarily to prospective students and their families. This position is eligible for hybrid/remote work arrangements.
- Develop platform-specific strategies and create engaging cross-promotional content across platforms in consultation with the director. Develop, edit, and manage print, web, social media, and other digital content across Enrollment Management’s direct mail, digital messaging, social media platforms and websites, including Undergraduate Admission, First-Year Experience and Family Programs, and University Financial Aid. Make recommendations to optimize efforts of campaigns for multiple stages of the recruitment and enrollment cycles. Vehicles include postcards, brochures, online newsletters, individual emails, web content updates, emails, presentations, and selected advertisements. When necessary, assist with content and design suggestions for print materials. (45%)
- Provide leadership for strong adherence to brand guidelines. Understand and apply university brand guidelines to all efforts. Collaborate with University Marketing and Communications to evaluate website trends and performance. Track interactions and trends and formulate recommendations to increase engagement across all platforms. (6%)
- Develop and execute a strategic approach to leveraging digital platforms and technology to engage and inspire potential and current students. Ensure all information is current, clear, and compelling; maintain and execute a web editing calendar for all sites for the division. Regularly update website content. Also responsible for timely/urgent content updates. (11%)
- Develop and manage photo and video shoots. Produce and edit short (:30 or less) videos appropriate for posting to social media outlets, within email campaigns and on website. Provide basic photography and editing for print, social media content and email campaigns. Oversee organization of photography archives. (10%)
- Monitor and administer Facebook, Instagram, and Twitter accounts for undergraduate admission, first-year experience and financial aid. Maintain content calendar and collaborate with departmental staff on content. Responsible for timely/urgent content updates. Monitor social media trends, tools, policies, and applications on behalf of the division. Recommend adjustments to social media strategies based on analytics. (10%)
- Solicit competitive vendor bids: print, photography, promotional items, mailing services. Interact with outside vendors to schedule deliverables. Order and inspect materials from print vendors. (6%)
- Collaborate with colleagues in University Marketing and Communications regarding web content, social media, graphic design, print production and photography/videography. (6%)
- Assist in the development of integrated, large scale, long-term recruitment/marketing campaigns. (6%)
Perform other duties as assigned. (<1%)
Department: Regular contact with all staff, especially marketing and communications staff.
University: Contact with faculty members; staff, especially University Marketing and Communications.
External: Contact with product vendors; freelance writers, editors, photographers, and graphic designers.
Students: Regular contact with student office workers, interns, tour guides, and student ambassadors.
Supervise student employees i.e., interns, tour guides, and student ambassadors.
Experience: 4 years related experience.
Education: Bachelor’s degree required; concentrations in communications, graphic design and/or marketing preferred.
- Strong content knowledge and skills for communicating through multiple digital platforms and technology.
- Basic understanding of design principles for social media and web content.
- Experience with Adobe Creative Suite, Microsoft Office, video editing software
- Outstanding written and oral communication skills.
- Experience maintaining websites.
- Experience updating basic web platforms (e.g., WordPress, Drupal, etc.--Drupal preferred).
- Experience working as part of a team strongly preferred.
- Ability to multitask, adjust priorities and meet deadlines.
- Able to review data and analytics to provide strategic recommendations based on roles and responsibilities, goals established by the director.
- Ability to meet consistent attendance.
- Ability to interact with colleagues, supervisors and customers face to face.
Typical office setting, with meetings and activities in buildings throughout the campus. Must be available outside of traditional work hours for web and social media edits/updates on an as-needed basis.
Visit https://case.edu/hr/careers. job id: 10220