Director for Enrollment Marketing and Analytics

Arcadia University; Glenside (PA); On-site; USD 110,000 - 150,000; Full time

Benefits offered by this job

Competitive benefits package

Employee tuition benefits and family

Retirement benefits

Job summary

Arcadia University seeks a Director for Enrollment Marketing and Analytics to lead strategic and tactical marketing efforts, translate vision into operational plans, and align branding with enrollment goals. You will oversee multi-channel campaigns, web optimization, and analytics, collaborating with MarCom and external partners to drive enrollment outcomes.

You will manage content, optimize the web experience, and produce data-driven recommendations while ensuring ADA-compliant, SEO-friendly

Qualifications

• Bachelor's degree required.
• Minimum seven years of professional experience in marketing or analytics.
• Direct experience working with admissions/enrollment management marketing is preferred.
• Google Analytics 4 certification.
• Experience working with WordPress and other marketing tools (ex, Crazy Egg, Pardot, Hootsuite, etc.).
• Experience working with Meta, TikTok and Google Ads.
• Successful completion of a background check.
• Available for regular evening and weekend programs and activities.

Responsibilities

• Provide leadership regarding all marketing activities, including branding, social media, digital communications, and advertising.
• Collaborate with Enrollment Management and MarCom colleagues to create and execute an engaging marketing strategy.
• Work with outside vendors to ensure marketing efforts support the enrollment marketing strategy.
• Develop and manage digital engagement strategies with MarCom and vendors.
• Create multi-channel content to support the student and family experience during the college search.
• Write copy and generate campaign ideas for annual drip campaigns for recruitment.
• Maintain a multi-channel content calendar.
• Report marketing KPIs and ROI, and monitor campaign performance for leadership.

Skills

Marketing leadership

Data analytics

Strategic planning

Communication

Time management

Collaboration

Education

Bachelor's degree

Tools

WordPress

Crazy Egg

Pardot

Hootsuite

Google Ads

Google Analytics 4

Meta ads

TikTok ads

Job description

Job Description:

The Director for Enrollment Marketing and Analytics is a highly collaborative, creative, and data-driven individual with a track record for leading both strategic and tactical marketing efforts. This individual is a strategic thinker who translates big-picture marketing vision to implementable operational plans and understands how our marketing efforts work together to build our brand and advance the University's enrollment goals.

The Director oversees the execution and effectiveness of comprehensive enrollment marketing plans that achieve enrollment objectives with key target audiences and constituent groups. This individual monitors and analyzes market and emerging trends and demographics along with internal data to guide strategies, evaluate results, and provide recommendations to improve and optimize strategies. The Director has demonstrated experience managing and executing concurrent short-, medium-, and long-term marketing and communications projects across multiple channels that support and achieve Enrollment Management goals and priorities. This individual will produce, edit, and approve traditional and digital communications and marketing assets that support EM initiatives and engage identified target audiences. They will coordinate and collaborate with university marketing and communications professionals to incorporate enrollment objectives into broader communications and marketing activities and ensure the integrity, accuracy, high quality, and consistency of the university's brand. The Director will optimize and cultivate the enrollment management web experience to create a positive and effective user experience.

Location:

Glenside

Responsibilities

Marketing Strategy

• Provide leadership regarding all marketing activities, including branding, social media, digital communications, and advertising. This includes broad oversight and a respectful, hands-on management style, with a working knowledge of current best practices in student recruitment, marketing, and strategic management of financial aid.
• Collaborate with Enrollment Management and Marketing & Communications (MarCom) colleagues to create and execute an engaging and effective marketing strategy to achieve enrollment goals and objectives.
• Work closely with outside vendors to ensure marketing efforts support the overall enrollment marketing strategy.
• Develop and manage digital engagement strategies alongside MarCom and outside vendors.

Marketing Tactics

• Responsible for multi-channel (digital, social media, website, email, video, print, and traditional) content development to support the student and family experience during the college search and selection process.
• Work with the creative team in Marketing & Communications to design content and assets to execute the marketing strategy.
• Ensure that the voice, messaging, and content are aligned with University branding. The Director will create drip marketing campaigns incorporating industry-leading best practices consistent with brand guidelines.
• In collaboration with internal and external partners, produce content, write copy, and generate campaign ideas and frameworks for the annual drip marketing campaigns for recruitment.
• Maintain a multi-channel content calendar.

Marketing Analytics

• Report marketing KPIs to measure the effectiveness of marketing initiatives.
• Collect and interpret quantitative and qualitative data using various techniques.
• Establish consistent reporting on marketing productivity, return on investment, and conversion to various enrollment KPIs through marketing channels and campaigns.
• Leverage analytics to make data-driven recommendations and decisions about content, platform, segments, and cadence.
• Monitor all campaign performance and report findings to leadership.

Website

• Act as a primary web lead/publisher/content manager for all EM web pages, including undergraduate admissions, graduate admissions, and financial aid.
• Routinely and regularly provide recommendations for website improvements.
• Using tools such as Google Analytics and Crazy Egg, the Director analyzes web content and messaging for refinement and revision.
• Write and maintain web content that is both ADA-compliant and search engine-optimized.
• Serve as liaison to the Marketing and Communications web team.

Marginal Functions

• Perform other duties as assigned by the Assistant Vice President for Enrollment Management and the VP for Enrollment, Technology and Innovation or other senior management, as appropriate.
• Assist the Office of Enrollment Management with temporarily taking on additional work during times of high volume or need.

Minimum Qualifications

• Bachelor's degree required
• Minimum seven years of professional experience in marketing or analytics
• Direct experience working with admissions/enrollment management marketing is preferred.
• Google Analytics 4 certification
• Experience working with WordPress and other marketing tools (ex, Crazy Egg, Pardot, Hootsuite, etc.)
• Experience working with Meta, TikTok and Google Ads
• Successful completion of a background check
• Available for regular evening and weekend programs and activities

Required Knowledge, Skills, and Abilities

Communication

• Able to give clear and timely information to the appropriate stakeholders in compliance with state and federal laws that safeguard personal information.
• Able to professionally communicate via written correspondence, telephone or video, online media, and face-to-face, and tailoring the message appropriately to the medium used and the audience (example: coworker, parent, student, other University employees).
• Also able to give clear and complete presentations and engage large groups, including varied audiences.

Analytical Thinking

• Extensive knowledge of Google Analytics and other marketing tools such as Crazy Egg or Hootsuite.
• Demonstrated experience connecting and interpreting data to develop real-time and actionable plans.

Project Management

• Able to organize tasks in the right order to reach the right outcome at the right time.
• Monitor progress in projects and plans and adapt appropriately to changes or challenges.
• Communicates workload and status of projects effectively and timely.
• Is well organized and manages assignments to a successful conclusion.

Technology

• Able to use appropriate software for efficient completion of work objectives.
• Demonstrate advanced mastery of core Google Suite, Google Analytics, and other marketing tools and have advanced knowledge about social media platforms.

Cultural Understanding

• Able to demonstrate respect for and engage with people of diverse backgrounds to create a stronger community.

Emotional Intelligence

• Ability to understand how this role fits into the overall goals of the EM office and the University, as well as how the quality and consistency of individual efforts affect other staff in the unit.
• Able to respond positively to direction and performance-related critiques.
• Able to initiate, establish, and foster communication and teamwork by maintaining a positive, cooperative, productive work atmosphere on campus and when conducting University business off campus.

Innovation

• Ability to think creatively and outside of the box.
• Not afraid to take calculated, creative risks. Motivation to research and explore new services and technologies and/or ways of doing things that provide organizational value

Supervision

• Received: Assistant Vice President for Enrollment Management and Marketing
• Given: SEO & Content Manager, Social Media Manager, Paid Media Strategist and Front-end Web Developer

Arcadia University is a top-ranked private University in Greater Philadelphia that provides a values-based, authentic educational experience by placing students at the center. The Institute of International Education has consistently ranked Arcadia first in the nation for study abroad, and the Princeton Review has ranked Arcadia among the "Best in the Northeast" for 10 consecutive years. The University's graduate programs in Physical Therapy, Physician Assistant, Education, and Public Health are nationally ranked in their respective categories by U.S. News & World Report, which cites Arcadia for being among the top study abroad programs and a top performer for social mobility. Arcadia is home to a close-knit and welcoming community that supports students throughout their journey. Arcadia's quality academic programs, unique approach to a liberal arts education, and supportive community guide students toward degree completion and career success. Learn more about our vibrant community at www.arcadia.edu.

We welcome candidates who can contribute to the excellence of our community. The successful candidate will demonstrate examples of ways they will incorporate our values in their work.

At Arcadia University, our Lived Values are the foundation of our highly regarded, values-based learning community, which reflects the world in which we want to live. As such, Arcadia actively seeks and welcomes candidates who embrace those values. Arcadia prohibits discrimination against individuals on the basis of ethnicity, national origin, ancestry, race, color, religion, creed, sex, gender, marital status, affectional or sexual orientation, age, gender identity, military or military veteran status, disability, family medical or genetic information, or any other legally protected characteristic. All offers of employment are conditional based on the successful completion of a background check. Employment may not begin until the University accepts the results of the background check.

Arcadia offers a competitive benefits package that includes excellent healthcare, generous tuition benefits for employees and their families, retirement benefits, health and wellness programs and resources, and much more.

Position Code: AC0169