Director of Enrollment Marketing

San Francisco
Jun 10, 2021
Employment Type
Full Time
Institution Type
Four-Year Institution


Director of Enrollment Marketing
University of San Francisco

USF Hilltop Campus

Job Title:
Director of Enrollment Marketing

Job Summary:
The University of San Francisco is looking for a Director of Enrollment Marketing to lead our marketing strategies for undergraduate student recruitment. Reporting to the AVP for Enrollment Communications in USF's Strategic Enrollment Management (SEM) division, the Director will strategize, plan and execute integrated marketing efforts to meet enrollment targets for undergraduate degree programs. Working with divisional and departmental leadership, the Director will work to improve conversion of targeted prospective students across the applicant life cycle, from inquiry generation through enrollment. The successful candidate, self-directed and data-driven, will have a proven track record of improving return on investment across multiple acquisition channels, including organic and paid search, paid advertising, purchased lists, email marketing, virtual and in-person events, and optimized websites. This position will play a critical role in supporting USF's undergraduate recruitment strategy and in-house student search campaigns. This is a full-time career position, eligible for full university benefits, including tuition remission.

Full Job Description:
Job Responsibilities:


  • Research, plan and lead execution of marketing solutions for new undergraduate student recruitment, including organic and paid search, paid advertising, purchased lists, real-time communications tools (text, webchats) and website performance, among others.
  • Define and execute purchased search lists of high school and community college transfer students, in consultation with SEM leadership. Design and track performance of search campaigns.
  • Partner with academic programs to help develop business strategy for recruitment initiatives, overseeing marketing plans and budgets, building scalable processes, and developing effective planning and forecasting.
  • Establish key performance indicators to measure and improve return on investment for all acquisition efforts. Create KPI dashboards and report results and adjustments regularly to senior leadership.
  • Develop and oversee marketing analytics strategy, implementation and training to inform and refine marketing strategies and tactics.
  • Oversee SEO strategy and execution to improve search results for SEM-owned sites and for partner programs as requested.
  • Plan and execute conversion optimization tests to ensure strongest-possible recruitment performance from our websites.
  • Brainstorm creative growth strategies with SEM and program leadership to meet enrollment goals.
  • Lead cross-functional recruitment initiatives at key points in the recruitment cycle, collaborating with academic programs as well as the Office of Marketing Communications.
  • Oversee key vendor relationships to ensure maximum performance from purchased services and to track effectiveness.
  • Promote collaboration and clear, frequent communication as campaigns are developed and executed.
  • Stay current with industry best practices, emerging technologies, and trends for reaching targeted audiences where they are online; share insights with internal and partner teams.
  • Other duties as required.




  • Degree in marketing, communications or related field.
  • 5-7 years of experience in integrated marketing, preferably for higher education, in an agency or in-house setting.


Additional Qualifications:


  • Demonstrated success in digital marketing and student acquisition, with deep knowledge of current tactics and best practices on execution, tracking and measurement.
  • Demonstrated expertise in data and web analytics and KPI reporting.
  • Fluency in SEO standards and strategy and improving paid and organic search results.
  • Demonstrated experience with social media advertising (Facebook, Instagram, LinkedIn, YouTube, etc.).
  • Proven ability to work with creative or strategy teams to create and execute effective recruitment campaigns.
  • Demonstrated ability to manage multiple complex projects and budgets simultaneously.
  • Excellent verbal, written and interpersonal communication skills.
  • Demonstrated experience collaborating with cross-functional teams to achieve business objectives.
  • Knowledge of and passion for staying on top of latest trends in paid search (branded and non-branded) and digital advertising.
  • Strong ability to think strategically and to scrutinize and optimize work based on data analytics.
  • Demonstrated experience with customer relationship management systems (CRMs) for use in multi-channel marketing campaigns. Prior experience with Slate CRM a strong plus.


Additional Skills, Knowledge & Abilities needed for position:


  • Energetic, resourceful and self-directed team contributor, with the ability to both collaborate effectively and work independently to manage multiple campaigns in a fast-paced, fluid environment.


Full time

Pay Rate:

To apply, visit

The University of San Francisco is located in the heart of one of the world’s most innovative and diverse cities, and is home to a vibrant academic community of students and faculty who achieve excellence in their fields. Its diverse student body enjoys direct access to faculty, small classes and outstanding opportunities in the city itself. USF is San Francisco's first university, and its Jesuit Catholic mission helps ignite a student’s passion for social justice and a desire to “Change the World From Here.” For more information, visit

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