Associate Deputy Chief, Marketing, Digital Strategy and Enrollment Growth

Dallas College•Dallas, TX

9d•Onsite

About The Position

The Associate Deputy Chief, Marketing, Digital Strategy and Enrollment Growth is a senior leader within Dallas College’s External Affairs portfolio, responsible for advancing institutional marketing strategy, digital presence, brand alignment, audience development, and enrollment-growth marketing. The role provides strategic and operational leadership across institutional marketing, digital strategy, creative services, web experience, marketing technology, market research, and performance analytics, aligning these functions with the College’s mission, strategic plan, academic priorities, student-success objectives, workforce agenda, and enrollment goals. The Associate Deputy Chief leads through strategy, governance, service delivery, and cross-functional partnership. The role shapes the institutional brand and narrative, oversees integrated creative and media strategies, advances accessible digital experiences, and connects marketing to the student journey from awareness and inquiry through enrollment, persistence, completion, career attainment, and continued engagement. The position uses research, analytics, experimentation, and predictive approaches to guide priorities and investment, measure outcomes, and improve marketing effectiveness. This leader works closely with Academic Affairs, Student Success and Enrollment, Workforce and Economic Development, Communications, Advancement, Information Technology, Institutional Research, campus leadership, faculty, alumni relations, and other partners. The position reports to the Vice Chancellor for External Affairs and leads a multidisciplinary team, budgets, agencies, vendors, and marketing technology resources. The role requires regular on-site presence; Dallas College states that some positions may be eligible to apply for a hybrid arrangement after six months, subject to responsibilities, operational needs, supervisor approval, and policy. The advertised position is considered an on-site role. The role is intended for an accomplished, collaborative marketing strategist and digital and creative leader with substantial leadership experience in a complex, mission-driven organization. A bachelor’s degree is required, and a master’s degree is preferred. The minimum experience requirement is 10 to 15 years of progressively responsible experience in a related field, including substantial leadership responsibility. The position is an administrator role with a minimum annual salary of $137,680 and a 40-hour workweek.

Requirements

Bachelor’s degree in marketing, business, digital strategy, data analytics, higher education administration, or a related field.
Ten to fifteen years of progressively responsible experience in marketing, digital strategy, brand management, enrollment marketing, audience development, communications, or related fields, including substantial leadership responsibility within a complex, mission-driven organization.
Experience with Salesforce, Slate, Adobe, Google Marketing Platform, or comparable platforms.
Demonstrated success leading institutional or enterprise brand strategy, creative services, digital marketing, paid media, audience development, and data-informed growth.
Experience connecting marketing strategy with enrollment, audience acquisition, workforce participation, membership, revenue, engagement, or comparable organizational outcomes.
Demonstrated ability to advance an established institutional brand while responding to changing audience expectations and market conditions.
Experience managing significant budgets, media investments, agencies, consultants, vendors, and technology partners.
Strong understanding of digital ecosystems, customer-relationship management, marketing automation, audience segmentation, performance media, analytics, and attribution.
Experience leading multidisciplinary teams and collaborating across a decentralized organization.
Demonstrated ability to advise senior executives and build productive relationships with academic, student-success, enrollment, workforce, administrative, and creative professionals.
Exceptional strategic judgment, communication, presentation, collaboration, and organizational leadership skills.
Demonstrated commitment to academic excellence, educational opportunity, accessibility, workforce advancement, student success, and the institution’s public mission.
Ability to fulfill essential duties through regular on-site presence and in-person collaboration, supervision, and service delivery.
Required Dallas College professional development: at least 19 hours per academic year; an additional 16 leadership-development hours apply to people leaders or positions with supervisory duties.

Nice To Haves

Master’s degree.
Senior marketing leadership experience in higher education, public sector, nonprofit, health care, financial services, technology, customer acquisition, workforce development, or another complex enterprise environment.
Experience integrating institutional brand strategy, digital transformation, enrollment marketing, and workforce development.
Familiarity with traditional, transfer, graduate, online, adult, international, continuing-education, and workforce-education markets.
Experience leading institutional repositioning, brand transformation, website modernization, marketing centralization, or organizational redesign.
Understanding of higher-education economics, demographic change, prospective-student decision-making, labor-market trends, shared governance, academic culture, accessibility, and applicable regulatory requirements.

Responsibilities

Develop and execute an institutional marketing and digital marketing strategy aligned with the College’s mission, strategic plan, academic priorities, student-success objectives, workforce agenda, and enrollment goals.
Advise the Vice Chancellor for External Affairs and serve as a strategic resource to senior academic and administrative leaders.
Translate institutional priorities into coordinated marketing strategies, annual operating plans, integrated campaigns, and measurable performance goals.
Establish institution-wide marketing frameworks, standards, governance practices, service expectations, and shared processes that align central resources with campus, school, program, workforce, and administrative priorities.
Lead institutional brand strategy, positioning, value proposition, messaging, visual identity, voice, audience experience, brand research, reputation tracking, and competitive analysis.
Develop an institutional narrative and use data-informed storytelling to communicate academic quality, student success, workforce relevance, research, access, economic mobility, and community impact.
Lead integrated creative services, including brand design, advertising, editorial content, photography, video, social content, web creative, and campaign development.
Oversee creative operations, project prioritization, production, review, asset management, distribution, and external creative partners.
Lead digital marketing across websites, academic and workforce program pages, search, social media, email, mobile, marketing automation, digital advertising, and emerging platforms.
Improve the digital and prospective-student journey through user research, information architecture, content strategy, search optimization, personalization, landing-page development, conversion optimization, and audience testing.
Partner with Information Technology, Institutional Research, and Student Success and Enrollment to integrate websites, CRM and student-information systems, analytics platforms, and marketing-automation tools.
Advance responsible uses of artificial intelligence for audience insight, content operations, personalization, service delivery, campaign optimization, and predictive enrollment marketing.
Ensure digital platforms and marketing practices comply with accessibility, privacy, security, records-management, and data-governance requirements.
Lead paid-media strategy and oversee media planning, targeting, geographic strategy, channel allocation, negotiation, placement, optimization, brand safety, and performance reporting.
Manage media agencies, publishers, platforms, research firms, data partners, and advertising-technology providers; establish controls for purchasing, campaign trafficking, conversion tracking, attribution, data quality, invoicing, and reconciliation.
Develop integrated media-investment approaches and optimize investment based on institutional priorities, audience potential, program demand, enrollment outcomes, and return on investment.
Serve as the principal marketing partner to Student Success and Enrollment, Academic Affairs, and Workforce and Economic Development.
Develop audience, recruitment, lead-generation, nurturing, remarketing, conversion, and engagement strategies across the student journey and for traditional, adult, transfer, graduate, online, working-professional, international, employer, and community audiences.
Position academic programs, workforce credentials, transfer pathways, apprenticeships, continuing education, and employer-aligned learning for priority audiences and markets.
Align campaigns with recruitment activities, campus visits, workforce initiatives, employer partnerships, application periods, financial-aid milestones, and enrollment deadlines.
Use labor-market intelligence, employer demand, student outcomes, program performance, and audience research to identify opportunities for enrollment and workforce growth.
Establish shared expectations for inquiry management, response times, prospective-student communications, follow-up, and conversion accountability.
Build partnerships across Academic Affairs, Student Success and Enrollment, Workforce and Economic Development, Communications, Advancement, Information Technology, Institutional Research, campus leadership, and other stakeholders.
Lead through influence and shared governance, coordinating planning, service delivery, decision-making, escalation paths, and performance measures across institutional partners.
Build marketing intelligence and a common framework for measuring marketing effectiveness; develop dashboards and executive reporting for senior leaders.
Measure brand awareness, reputation, audience engagement, prospective-student demand, application behavior, conversion, enrollment contribution, acquisition cost, student outcomes, and marketing return on investment.
Integrate marketing, digital, CRM, admissions, enrollment, workforce, and student-success data; use predictive analytics and experimentation to inform strategy and continuous improvement.
Recruit, develop, and lead a multidisciplinary team spanning marketing, brand, creative, digital strategy, content, media, enrollment marketing, research, and analytics.
Lead annual planning, budgeting, resource allocation, agency management, contract oversight, performance evaluation, and assigned marketing and technology resources.
Establish systems for project prioritization and resource allocation; foster service, creativity, collaboration, inclusion, accountability, and continuous improvement.
Represent institutional marketing priorities in cross-functional initiatives and with professional associations, community organizations, employers, agencies, media organizations, technology providers, and strategic partners.
Exercise decision-making authority in staff recruitment, selection, hiring, mentoring, coaching, development, and performance evaluation, consistent with applicable laws, College policies, goals, and budget constraints.
Administer performance management, set expectations, conduct timely evaluations, and support employee engagement, motivation, and retention.
Complete required Dallas College professional development hours: 19 hours per academic year, with an additional 16 leadership-development hours for people leaders or employees with supervisory duties.
Perform other duties as assigned and maintain regular, predictable attendance.