ASSOCIATE DIRECTOR ENROLLMENT CONTENT STRATEGY, Questrom School of Business, Marketing

Boston University • Boston, MA

56d • $71,925 - $82,000 • Onsite

About The Position

The Associate Director of Enrollment Content Strategy & Operations serves as a content strategist and operational owner for enrollment-focused content across Questrom’s graduate portfolio. This role translates the overall marketing strategy for enrollment and recruitment into content systems, messaging frameworks, project plans, and cross-channel assets required to support enrollment growth, program differentiation, and prospective student engagement. The Associate Director will support content strategy across degree program pages, landing pages, SEO and AI-search-ready content for the website, shared creation of Slate/email communications with admissions, paid media campaigns, video and photography briefs, social storytelling, print collateral, and other areas as needed. The ideal candidate is a strong writer, editor, project leader, and strategic thinker who can turn broad enrollment and marketing priorities into clear, audience-centered, actionable content plans and assets.

Requirements

• Strong writer
• Strong editor
• Strong project leader
• Strategic thinker
• Ability to translate broad enrollment and marketing priorities into clear, audience-centered, actionable content plans and assets.

Nice To Haves

• Experience with SEO-informed and AI-search-ready content planning.
• Experience with Slate/CRM email campaigns and nurture journeys.
• Experience in higher education marketing, specifically graduate enrollment.
• Familiarity with web analytics and search data for content optimization.
• Experience managing content production workflows and editorial calendars.
• Experience developing content for various channels including web, email, paid media, social, video, and print.

Responsibilities

• Translate enrollment marketing priorities into clear content roadmaps, messaging frameworks, and production plans for Questrom’s degree programs and strategic priorities.
• Develop and maintain content plans aligned to the prospective student journey, including awareness, consideration, inquiry, application, admission, yield, and enrollment.
• Partner with admissions, program directors, faculty, career teams, students, alumni, and agency partners to identify the value propositions, differentiators, proof points, outcomes, and stories needed to support recruitment.
• Create audience-specific content strategies for priority segments, including domestic students, international students, early-career candidates, working professionals, career switchers, online learners, and program-specific audiences.
• Conduct content audits to identify gaps, outdated materials, redundancies, missed opportunities, and content that needs to be refreshed, repurposed, or retired.
• Develop content matrices that clarify what content is needed by audience, funnel stage, program, channel, and use case.
• Ensure enrollment content answers the questions prospective students are actually asking about program fit, curriculum, flexibility, career outcomes, cost, return on investment, student experience, and differentiators.
• Support the Executive Director in translating approved program positioning and enrollment strategy into usable messaging frameworks and content briefs.
• Draft and refine messaging for degree programs, new initiatives, campaigns, landing pages, email journeys, admissions materials, and prospective student communications.
• Synthesize input from leadership, admissions, faculty, program teams, career teams, students, alumni, and media and website performance into clear, compelling, audience-centered messaging.
• Help ensure consistency across web, email, paid media, social, video, print, presentations, event materials, and admissions talking points.
• Develop proof-point libraries that capture outcomes, student stories, alumni examples, faculty expertise, experiential learning examples, employer connections, rankings, and other evidence that supports program value.
• Partner with internal and external teams to ensure campaign concepts and creative assets are grounded in accurate, differentiated, and enrollment-relevant messaging.
• Lead content planning for SEO-informed and AI-search-ready enrollment content.
• Partner with the Web & Digital Experience lead and agency partners to identify keyword opportunities, AI search trends, content gaps, competitor content examples, and new content needs.
• Recommend, develop, write, edit, and oversee new and refreshed digital content in partnership with agency and internal creative teams, including degree program pages, landing pages, FAQ content, comparison content, career and outcomes pages, blog posts, student stories, experiential learning pages, and topic-based content designed to support search visibility and prospective student decision-making.
• Ensure content is structured for readability, accessibility, search visibility, AI search discoverability, conversion, and user experience.
• Collaborate with the Web & Digital Experience lead to translate content strategy into practical website updates, page structures, content modules, and landing page needs.
• Use analytics, search data, campaign data, and user behavior to recommend content improvements over time.
• Develop content plans that support enrollment campaigns across paid media, Slate/email journeys, landing pages, admissions communications, event promotion, application encouragement, and yield.
• Partner with admissions and CRM stakeholders to identify what content is needed at each stage of the funnel and across each program.
• Draft, edit, or guide content for Slate email campaigns, nurture journeys, event follow-up, application support, admitted student communications, and yield messaging.
• Ensure campaign content is aligned across paid media, landing pages, degree pages, email journeys, event communications, and admissions outreach.
• Help identify where prospective students need stronger content support before they inquire, after they inquire, while they apply, and after they are admitted.
• Partner with analytics and CRM teams to understand how prospective students engage with content and recommend improvements based on performance.
• Serve as the project lead for complex enrollment content initiatives, ensuring work moves from strategy to execution with clear goals, timelines, owners, deliverables, and review processes.
• Develop content briefs that define audience, purpose, use case, key message, required proof points, distribution channels, stakeholders, timing, and success measures.
• Maintain content calendars, project trackers, editorial plans, asset inventories, and status updates for enrollment content initiatives.
• Coordinate contributors and reviewers, including admissions, program teams, faculty, students, alumni, career teams, designers, videographers, photographers, agencies, and vendors.
• Manage review cycles, feedback consolidation, approvals, and version control.
• Create systems for organizing, tagging, updating, archiving, and reusing enrollment content and related assets.
• Develop strategic briefs for enrollment-focused video, photography, interviews, and storytelling projects.
• Create interview guides and content capture plans that align with audience needs, program messaging, campaign priorities, and funnel use cases.
• Identify opportunities to create short, flexible, reusable clips that can support websites, landing pages, Slate/email journeys, paid media, social media, event follow-up, and admissions communications.
• Partner with creative production staff, digital content creators, vendors, faculty, students, alumni, and career teams to source stories and proof points.
• Ensure video and storytelling projects begin with clear audience needs, message priorities, intended uses, and distribution plans.

What This Job Offers

• Job Type: Full-time
• Career Level: Manager
• Education Level: No Education Listed