Associate Director, Graduate Enrollment Marketing – Enrollment Management

Carnegie Mellon University•Pittsburgh, PA

7h•Onsite

About The Position

Carnegie Mellon University is seeking an inaugural Associate Director of Graduate Enrollment Marketing to bring passion and dedication to Graduate Admissions. This role is critical to ensuring dedicated focus and strategic growth for CMU's graduate programs, distinct from undergraduate recruitment efforts. The Division of Enrollment Management seeks a highly experienced and strategic marketing leader to define and execute a comprehensive, sustainable graduate recruitment marketing framework across the university in close collaboration with University Communications and Marketing.

Requirements

Bachelor’s degree in Marketing, Communications, or related field is required
Minimum of 8-10 years of progressive experience in marketing, with a significant focus on strategic development and digital execution is essential
Proven, hands-on experience utilizing a CRM system (Slate preferred) for audience segmentation, communication flow development, and campaign execution
Expertise in audience segmentation, multi-channel campaign management, and working with external agencies
Successful pre-employment background check
Applicants for this position must be currently legally authorized to work for CMU in the United States. CMU will not sponsor or take over the sponsorship of an employment visa for this opportunity.
Carnegie Mellon is not a qualifying employer for the STEM OPT benefit: only the 12-month OPT may be used to work at Carnegie Mellon.

Nice To Haves

Master’s degree preferred
dedicated experience in higher education graduate enrollment marketing is preferred

Responsibilities

Serve as lead and manager on the development and execution of a comprehensive graduate enrollment marketing strategy to increase visibility, generate qualified leads, and support enrollment goals across CMU’s graduate program portfolio.
Drive the development, implementation, and continuous optimization of an institution-wide graduate recruitment marketing plan, focusing on building a robust, measurable and sustainable framework that sets a positive, compelling, and powerful entry point for students that segues naturally into the individual marketing and communications tactics performed at the College and Program unit level.
Serve as the primary liaison with external marketing and research agencies, guiding market research initiatives, overseeing strategy development, and directing the creation of core campaign assets.
Plan, develop, launch (and serve as graduate subject matter expert on) paid media campaigns across digital platforms (Google, LinkedIn, Meta, etc.) to drive lead generation and applications.
Lead day-to-day campaign management and optimization via audience and keyword research, campaign testing, and other best practices.
Plan, develop and launch organic marketing initiatives across web, email, print, and other channels to build awareness and drive lead generation that supports applicant growth for graduate programs.
Strategically develop and manage the overarching website presence and user journey for graduate programs that reflects digital best practices and incorporates SEO strategies to increase visibility, boost organic traffic, and generate qualified leads.
Utilize enrollment data and market insights to inform segmentation, messaging, and budget allocation decisions, optimizing strategies for prospect generation and application volume.
Conduct quarterly reviews of website performance and user engagement metrics to identify opportunities for optimization and content enhancement.
Take the lead on developing and managing sophisticated audience segmentation and personalized communication flows for graduate prospects within the Slate CRM system.
Ensure messaging is tailored and effectively addresses the unique needs of advanced degree seekers.
Cultivate strong, collaborative relationships with leadership, admission and marketing teams across CMU's academic Colleges and Departments to understand priorities, promote participation, and secure buy-in for centralized marketing strategies.
Work closely with University Communications and Marketing (UCM) to ensure consistent branding, messaging, and visual identity standards are applied across all graduate marketing materials and to support the development of compelling creative for campaign assets, effectively building the CMU graduate brand.
Establish and report on key performance indicators (KPIs) for graduate recruitment marketing efforts presenting data-driven insights and recommendations to academic and administrative leadership.