Assistant Director, Marketing

University of Richmond; Richmond (VA); On-site; USD 50,000 - 67,000; Full time

Job summary

University of Richmond is seeking an Assistant Director in the Office of Admission to drive recruitment, enrollment, and retention initiatives across diverse backgrounds, supporting the University's enrollment goals. The role oversees student search, content creation, and marketing across channels to engage prospective students.

Responsibilities include managing a geographic territory, coordinating travel and high school visits, and presenting at events.

Qualifications

• Bachelor's degree required and professional college admissions experience preferred.
• Strong persuasive communication and public speaking skills.
• Commitment to access and inclusive recruitment of diverse student populations.
• Ability to analyze recruitment data to inform strategy.
• Familiarity with FERPA and handling confidential information.

Responsibilities

• Develop and manage integrated recruitment and messaging plans across channels.
• Lead recruitment within designated geographic territory, including travel planning.
• Write and edit marketing content and communications for student search.
• Engage with high school counselors and community organizations to build partnerships.
• Collaborate with campus offices on admissions strategy and evaluation.

Skills

Persuasive communication

Public speaking

Written & interpersonal communication

Data analysis

Strategic thinking

Team collaboration

Travel coordination

FERPA awareness

Education

Bachelor's degree

Tools

Excel

Slate CRM

Job description

Job Description

Job Summary: As an integral contributor to the Office of Admission, the Assistant Director is responsible for and contributes to initiatives to attract, recruit, enroll, and retain talented students from all backgrounds in support of the University and the Office of Admission's missions and enrollment goals. The Assistant Director directly manages the development, creation, and execution of student search, recruitment, and marketing initiatives. The role includes significant copywriting across integrated marketing channels, collaboration on strategy and content for electronic correspondence and other marketing collateral. The Assistant Director also manages all aspects of recruitment within a designated geographic territory, and plans, implements, executes, and assesses admission activities and recruitment programs in that territory, representing the University to broad and diverse audiences as part of an innovative and highly collaborative team.

Job Duties

Project Management and Contributions (50%)

Contribute to the strategic development of an integrated student recruitment and communication plan for 400,000 prospects, 70,000 inquiries, and 17,000 applicants annually simultaneously for three enrollment cycles, including the creation of key and distinct branding messages, the timing and sequence of those messages, and what communication vehicles will most effectively influence college choice.

Conduct strategic and tactical data analysis on recruitment, applicants, and yield marketing initiatives to recommend and implement innovative outreach strategies to all student and family constituencies.

Support and collaborate on student search planning, development, and execution, including creative input on marketing messages and involvement in student search strategy to build the top of enrollment funnel.

Contribute to the creation of brand-aligned content and serve as primary copywriter across channels including print, web, video, electronic correspondence, and other media, specifically in support of student search and marketing initiatives.

Prospect Management Responsibilities and General Recruitment Activities (50%)

Build relationships with prospective students and families and serve as the primary point of contact for designated geographic territory. Counsel and engage with students to determine the students' educational interests and needs and align those interests and needs with the attributes and strengths of the University.

Establish and cultivate and sustain relationships with school and community-based organization counselors within a specific recruiting territory.

Establish short- and long-range prospect management goals and action plans for individually assigned geographic regions.

Develop expertise for individually designated geographic territory using various data to determine the recruitment goals and strategies for the region.

Plan and implement admission activities related to the recruitment and yield of prospective students from an individually designated geographic territory, including planning all travel logistical arrangements and coordinating high school visits in that region, and planning regional receptions, counselor workshops and/or off-campus interviews.

Determine the recruitment and yield activities that are most effective for designated geographic region and develop a plan with justifications for selected activities; manage the travel budget for expenditures associated with off-campus recruitment and yield activities.

Review applications and participate in Admission Committee in the contextual holistic review of the academic and personal qualifications of candidates for both admission and merit scholarship consideration.

Serve as a representative of the University to a broad and diverse audience at college fairs, high school programs, community-based organization programs, information sessions, and regional receptions. Create and deliver informational and compelling messages that address the educational needs of various groups. Develop and innovate new presentation concepts and ideas as appropriate for evolving audiences.

Responsible for other duties as assigned to support University and Office of Admission goals.

Contacts

Perform job duties as part of a collaborative team. Collaborate with intra-office and campus-wide offices and teams, including Financial Aid, Scholars and Fellowships, Slate Solutions, The Hub for Student Inclusion and Community, Student Development, University Communications, Information Services, and Housing. Represent the University and, when possible, take on leadership roles at regional and national professional conferences to highlight the University of Richmond, strengthen brand recognition, and to remain abreast of enrollment best practices to support innovation and strong recruitment and admission programming. Partner with cross-campus colleagues to support an inclusive, positive, and distinctive recruitment process. Liaise with secondary school counselors, independent counselors, advising and community-based organizations, and prospective students and families to provide accurate and authentic information about the University of Richmond.

Supervision Exercised

Hire, train, supervise, and mentor admission staff and/or student employees to support admission initiatives that positively impact enrollment goals. Model positive and professional example in all interactions. Support and imbue an understanding of overall Admission strategic goals among supervisees.

Working Conditions/Physical Effort

This position requires travel and working weekends or evenings for special programs at peak times throughout the year. Each year the Office of Admission visits more than 950 high schools and attends college fairs in over 30 states, Washington, D.C., and 20+ countries. This position requires lifting supplies / materials of up to 30 pounds.

Qualifications

Knowledge, skills & ability

Persuasive communication skills, including excellent public speaking skills; strong written and interpersonal communication skills.

Demonstrated commitment to supporting access to selective university admission for high performing, talented historically underserved student populations.

Experience in supporting inclusion and a sense of belonging within a diverse community of students, faculty and staff.

A thorough understanding of and appreciation for the selective, private college admission process.

Strong industry knowledge and commitment to staying current on national and international student markets and mobility trends.

Demonstrated ability to utilize data to assess, evaluate, and validate decisions.

Highly self-motivated, productive, and adaptable. Creative and independent critical thinker with advanced problem-solving capabilities and an innovative and collaborative approach. Leads with a positive attitude and strong work ethic.

Demonstrated success working collaboratively with various internal and external constituencies.

The ability to handle highly confidential information is required; prior experience working with FERPA protected data is preferred.

Ability to prioritize and manage multiple tasks concurrently coupled with excellent organizational skills with highest standards for accuracy.

Familiarity with software platforms such as Excel and Slate CRM.

Must have a valid Driver's License and be able to produce a driving record with a minimum of 3 years of driving history in good standing.

Must have a valid passport and the ability to travel internationally.

Must be willing, able and eager to travel up to four weeks each semester.

Flexible to adapt to other duties as assigned to support the Office of Admission and the University mission and goals.

Education & Experience

Bachelor's degree required

A minimum of three years of professional experience in college admission, school counseling, or enrollment management, including responsibilities for domestic and international recruitment, travel strategy and management, and selective admission application review.

Fluency or proficiency in second language preferred.

Work hours

Full-time, in-person, exempt position

Monday - Friday, 8:30 a.m. - 5:00 p.m.

Evening and weekend hours are required.

Salary Structure

Grade 6 ($50,461 to $66,851 annually)