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Director of Enrollment Marketing

Job description

Job no: 507097
Position Type: Staff Full Time
Campus: UMass Boston
Department: VC-Enrollment Management
Pay Grade: 34
Date opened: 06 Jan 2021 Eastern Standard Time
Applications close: 27 Jan 2021 Eastern Standard Time

General Summary:

The Director of Enrollment Marketing supports the Executive Director of Marketing and Vice Chancellor of Marketing and Engagement with all internal and external communications directly related to the acquisition of prospective students. The director addresses a wide range of complex communications and marketing challenges related to Admissions, Financial Aid, Scholarships, Veterans Affairs, Transfer Center, One Stop, international recruitment and student employment. With a deep understanding of these diverse target audiences and goals associated with each function, the Director of Enrollment Marketing works creatively and collaboratively with multiple stakeholders to devise, craft, package and deliver strategic and tactical communications that increase the image and reputation of UMass Boston and meet and achieve the goals and priorities of the university.

The Director of Enrollment Marketing serves as a key member of the management team and contributes to the planning, development and implementation of the marketing plan for recruitment and enrollment of new undergraduate and graduate students. The incumbent will supervise and lead the marketing team; help manage the marketing budget; and will serve as a key contributor to leveraging the Customer Relationship Management system for marketing and recruitment.

Examples of Duties:

  • Create an annual marketing communications plan and marketing calendar and execute a comprehensive array of enrollment marketing tactics with the help of staff to meet the division’s strategic enrollment goals;
  • Manage production of fully integrated marketing campaigns including digital, TV, radio, and print advertisements, brochures, web content, PowerPoint presentations, success stories, articles and press releases;
  • Facilitate the organization and design, and then execute, and evaluate the success of segmented communications to reach a broad range of target audiences in the University’s eleven Schools and Colleges;
  • Participate in the planning, developing and implementing of the marketing plan for recruitment and enrollment of new undergraduate students, as well as the retention of students overall;
  • Develop strategies to plan and determine the effectiveness of recruitment and yield activities; work closely with the Director of Undergraduate Admissions, Director of Student Financial Services and the Merit Scholarship Coordinator to implement successful approaches and programs;
  • Work with Enrollment Management Directors and other campus constituents to develop and deliver the University messages and presentations for all recruitment activities; assist in coordinating staff assignments according to their skills and strengths;
  • Create content and direct associated creative work; track, measure and evaluate marketing communications campaigns for impact, effectiveness, and iterative planning, especially digital campaigns employing video assets and social media;
  • Work with integrated Marketing & Engagement division team to identify stories that personify the UMass Boston experience; collect student, faculty and alumni testimonials to tell the UMass Boston story; work with internal/external creative team/s to write, direct, package and distribute them, on-line and off-line;
  • Work closely and collaboratively with all University stakeholders to ensure brand consistency.
  • Foster positive interactions and cultivate strong relationships with all internal stakeholders and external service providers;
  • Manage schedules, creative development, and execution of projects, while ensuring that deliverables are on-time and on-budget;
  • Coordinate production through UMass Boston Creative Services, Video Production, Quinn Graphics, Campus Center Administration or third parties;
  • Manage direct reports and interns;
  • Represent the Division of Marketing and Engagement at appropriate meetings;
  • Perform other duties as assigned.


Bachelor’s Degree, Master’s Degree preferred, and a minimum of seven-ten (7-10) years of experience in direct marketing, market research, digital, new media, advertising and/or public relations is required. The incumbent may be travel (minimal).

Preferred Qualifications:

  • Prior marketing/branding/messaging in higher education, including but not limited to admissions, enrollment and financial aid preferred.
  • Demonstrated knowledge of software solutions, such as Salesforce, Target X, Expression Engine, Constant Contact and social media tools preferred.
  • Application Instructions:

    Please apply online with your resume, cover letter and list of three professional references.

    Review of candidates will begin following the application closing date.

    Only Internal candidates in the Professional Staff Bargaining Unit will be considered during the first 10 business days of the posting. All other candidates will be considered after that period.

    Salary Ranges for the appropriate Pay Grade can be found at the following link:

    Salary Ranges

    This position is associated with a Grade 35. All official salary offers must be approved by Human Resources.

    Applications close: 27 Jan 2021 Eastern Standard Time




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    Job No:
    Posted: 1/7/2021
    Application Due: 1/27/2021
    Work Type: Full Time