Admissions Recruitment Content & Marketing Manager

University of Washington • Seattle, WA

3d • Hybrid

About The Position

The Admissions team is an energetic and fast-paced environment where we rely heavily on current technologies to meet the demands of the Information School and our constituencies. Reporting to the Director of Admissions, the Admissions Recruitment Content and Marketing Manager manages the recruitment marketing efforts for the Information School degree programs (undergraduate, certificates, masters, and PhD). This position works with the Director of Admissions to set the school wide recruitment marketing strategy and goals for each year in coordination with communications and the degree program teams. This position oversees the advertising effort for all Information School programs, including managing a 1.5 million-dollar advertising budget and vendors to execute media and ad placement strategy. This position leads the creation, implementation, and updating of all recruitment email campaigns. In the Information School, there is an expectation that all faculty and staff will step up where they see an opportunity to apply their special expertise or talents, speak up when they identify opportunities or concerns and lead by taking actions that exemplify the Information School’s core values. Leadership within the Information School is expressed in diverse ways reflecting the variety of styles and cultures that are represented by our faculty and staff.

Requirements

• Bachelor’s Degree in Marketing, Communications, Business or other fields.
• Minimum of 3 years of experience in admissions, enrollment management, marketing or a communications-intensive role within the Higher Education field.
• Experience managing vendor contracts and work execution.
• Must demonstrate excellent writing, communications, planning, and information technology skills.
• Must be able to work independently, as part of a team, and to lead others , while using independent judgement.
• Demonstrated success in working with diverse populations.

Nice To Haves

• Experience with Slate CRM.
• Experience in program planning and management, preferably in Higher Education marketing.

Responsibilities

• Recruitment Marketing Strategy and Tactics (20%) Working with the Director of Admissions and Director for Communications, set measurable goals and key performance indicators (KPIs) to assess the performance of recruitment marketing tactics. Working with the Director of Admissions, identify areas where work is best executed through vendors with specific expertise. Identify potential vendors for those areas and manage the vendor(s) once selected.
• Ad Campaigns and Marketing (30%) Manages the contract with selected vendor to best allocate the advertising budget to meet enrollment targets through digital prospecting and remarketing ads (search and social), affiliate relationships, paid content, and other digital and print opportunities. Manages the development and optimization of landing pages to support conversion goals, in partnership with the Communications and Web Development teams as well as the Slate Database Manager. Ensures the optimization of campaigns to meet the school’s recruitment goals through audience targeting, updated messaging/creative and other strategies. Works with the Director for Admissions to set marketing strategy for the school and ensure tactical alignment and appropriate resourcing. Coordinates with the Communications team on campaign messaging and brand alignment. Ensures that program teams are consulted on the content of and placement of ads related to their program. Manages reporting efforts on lead generation and campaigns, working with the school’s analytics team to ensure needed reports are available.
• Recruitment Email Campaigns (25%) Leads the creation and execution of recruitment email campaigns and update cycles for all programs in Slate, in coordination with the Slate Database Manager to ensure accessibility of messaging and accuracy of audience targeting. Leads the review/approval process for all recruitment email content, engaging Program teams, Communications, and other Admission colleagues as appropriate to their roles and the particular campaigns. Creates reports on engagement rates for use when updating or reviewing campaign effectiveness. Working with the Enrollment Advising team, ensuring message timing and content for each programs campaigns aligns with recruitment efforts. Supports the Slate Database manager in verifying record deletion rules to ensure accurate contact lists.
• Website (10%) Help ensure webpage content related to academic programs supports our recruitment goals. Help identify where new page features and layouts may support conversion, working with Communications and the Web Development team to execute. Review information from the Communications team on structure, meta tags, landing pages and UX with an eye towards conversion of visitors to prospective applicants.
• Search Engine and Generative Optimization (10%) Lead the content strategy for program articles and content that will improve SEO/GEO rankings for degree programs. In coordination with the Communications team and the School’s overarching website SEO/GEO and advertising strategy, review data about prospective student search behavior to optimize the SEO keywords for program recruitment. Work with the Communications team and any vendors to support execution of SEO/GEO.
• Other Support (5%) Support messaging regarding events as needed. Help staff school wide events such as, iWelcome, Convocation, Research Fair, Career Fair. Other duties as assigned.

What This Job Offers

• Job Type: Full-time
• Career Level: Manager