Assistant Director of Digital Enrollment Marketing

York College of Pennsylvania; Hallam (PA); On-site; USD 65,000 - 90,000; Full time

Job summary

York College of Pennsylvania seeks an Assistant Director of Digital Enrollment Marketing to lead Slate CRM workflows, digital content administration, and social media for prospective students. You will manage event pages, portals, and campus digital touchpoints, ensuring privacy compliance and data integrity.

The role requires collaboration with the Enrollment Marketing team, maintenance of the admissions website, and ongoing optimization of the digital journey from inquiry to enrollment,

Qualifications

• Bachelor's degree required.
• 3+ years managing marketing campaigns in an enterprise CRM or database.
• 2–3 years managing organic social media and CMS tools.

Responsibilities

• Oversee CRM email/SMS workflow logic and automation.
• Build and update admissions web pages and event landing pages.
• Manage portals, interactive campus map, and virtual tour assets.
• Develop and execute organic social content aligned with marketing strategies.
• Support campus events and coordinate with IT and marketing teams.

Skills

CRM platforms

Social media management

Web content editing

Digital analytics

Attention to detail

Education

Bachelor's degree

Tools

Slate CRM

Salesforce

HubSpot

Marketo

CMS platforms

HTML basics

Job description

Position Summary

DESCRIPTION:

The Assistant Director of Digital Enrollment Marketing isresponsible for managing the technical CRM infrastructure, digitalchannels, and online prospective student experiences for theDivision of Enrollment Management. This position provides oversightof communication queries, automated delivery workflows, eventforms, portals, and quality assurance for all digitalcommunications in Slate.

Additionally, this position leads planning and daily channelmanagement for Admissions' organic social media, maintains contentfor the admissions and financial aid website, and managesinteractive digital touchpoints, including the campus map andvirtual tour. Working closely with the Assistant Director ofEnrollment Marketing & Communications, this role combinestechnical CRM expertise, digital content administration, andcompliance management to optimize the prospective student digitaljourney from initial inquiry through enrollment.

Outcomes

Serve as an integral team member within the Department of Marketingand Communications. Maintains CRM communications integrity andoptimizes digital user experiences to support the Division ofEnrollment Management and Marketing in achieving institutionalstudent enrollment goals.

Essential Functions

Slate Operations, CRM Architecture & Compliance —35%

• Oversees query logic, delivery rules, template configuration,and system automation for all email/SMS communications.
• Provide system-based mail lists to support print mail dripschedules and direct mail projects managed by EnrollmentMarketing.
• Ensure digital communication compliance across all platforms,specifically enforcing CAN-SPAM, TCPA (SMS texting rules), and GDPRstandards.
• Perform routine data audits and quality assurance checks on CRMcommunication flows to ensure accuracy and data integrity.

Website, Portals & Digital User Experience — 30%

• Build, maintain, and update web pages under the admissions andfinancial aid sections of the York College website, formatting andpublishing assets in collaboration with division colleagues.
• Develop and configure event landing pages, event creationforms, registration templates, and overall event user experiencesin Slate.
• Manage and update customized portals throughout the recruitmentcycle, including admissions counselor portals, direct admitpartnerships, and event portals.
• Manage the interactive campus map and virtual tour platforms,performing annual refreshes and ad hoc updates as campus facilitieschange.
• Track and report Year-over-Year (YoY) event registration andattendance metrics in Slate to support event optimization and yieldtracking.

Organic Social Media & Channel Management — 25%

• Develop and execute an organic social media content plan forAdmissions across primary channels (Instagram, Facebook, TikTok) inalignment with Institutional Marketing strategies.
• Schedule daily/weekly posts, maintain organic contentcalendars, monitor channel comments and direct messages, and driveprospective student engagement.
• Adapt raw storytelling materials, interview notes, andphoto/video assets provided by team members intochannel-appropriate social media captions, graphics, and finishedposts.
• Provide collaborative support during bi-annual campusphotoshoots by submitting digital/social shot-list requirements andassisting on-site to gather short-form video and digitalassets.
• Monitor and analyze monthly social media engagement metrics(reach, interaction rates, link clicks) to identify high-performingcontent types and refine social posting schedules.

Additional Duties & Campus Support — 10%

• Represent the College and support the enrollment team, asneeded, at open houses, orientation, other campus visit events, andother enrollment-related visit opportunities.
• Coordinate operational support and technical troubleshootingwith IT, Institutional Marketing, and software supportrepresentatives for assigned digital platforms (Slate CRM, CMS,virtual tour, and interactive map).
• Perform other duties as necessary or as assigned by theDirector of Enrollment Marketing.

Experience and Education Required

• Bachelor's degree is required
• At least three years of experience managing marketing campaignswithin an enterprise CRM or database platform (e.g., Slate,Salesforce, HubSpot, or Marketo), with a demonstrated ability tolearn complex software systems quickly
• At least two to three years of experience managing organicsocial media channels, website content management systems (CMS),and digital marketing tools.

Required Skills and Qualifications

• Excellent organizational, technical, and analyticalskills.
• Proficiency or strong technical aptitude with enterprise CRMplatforms (Slate, Salesforce, HubSpot) for building email/SMSworkflows, running relational queries, and managing listsegmentation. Direct Slate experience is a plus; training will beprovided for an otherwise qualified technical candidate.
• Proficiency with web content management systems (CMS), basicHTML, and web publishing tools.
• Solid understanding of digital privacy laws and communicationcompliance (CAN-SPAM, TCPA, GDPR).
• Knowledge of admissions marketing, student recruitment, anddigital engagement strategies.
• Strong attention to detail and ability to work independently ina fast-paced environment.
• Must be available to work some Saturdays and evenings.
• Must possess a valid driver's license.

Additional Information

York College of Pennsylvania is an Equal Opportunity Employer and Non-Discriminatory. For a copy of YorkCollege's Annual Security Report, you may contact the Office ofCampus Safety or visit the website: Annual Security Report.