Associate Director of Marketing

Virginia Commonwealth University•Richmond, VA

2d•Remote

About The Position

Virginia Commonwealth University seeks a strategic, results-driven marketing leader to guide cross-platform marketing strategy and campaign execution for VCU Online’s portfolio of online academic programs. The role is part of the Division of Strategic Enrollment Management and Global Initiatives and focuses on inquiry generation, application growth, and enrollment yield. It develops and executes integrated, multi-channel marketing plans spanning programmatic advertising, SEM/SEO, email automation, and marketing strategy, tailored to enrollment goals across online programs, degrees, and academic colleges. Working across enrollment marketing, digital strategy, and cross-functional partnerships, the Associate Director collaborates with VCU Online leadership, faculty, staff, academic partners, and campus marketing teams. The role aligns program priorities, gathers resources, and optimizes campaign performance to improve enrollment outcomes and return on marketing investment. It is fully remote, with quarterly campus visits required. This is a restricted position funded with soft funds; continued employment depends on continued funding, although no future funding challenges are anticipated. Marketing and communications professionals will collaborate with VCU Enterprise Marketing and Communications to align content, storytelling, and brand positioning with institutional priorities and standards.

Requirements

Bachelor’s degree in Communications, Marketing, Journalism, Business, or a related field.
Significant and progressive experience in marketing, media, or enterprise content leadership.
Demonstrated experience supporting enrollment marketing or lead-generation initiatives in higher education and online program environments.
Experience developing and executing multi-channel digital marketing campaigns, including paid media, SEM/SEO, programmatic advertising, email automation, and landing page optimization, across a large portfolio of programs, products, or services.
Strong collaboration experience with academic partners, enrollment, IT, web development, and leadership teams.
Ability to work in and foster an environment of respect, professionalism, and civility with faculty, staff, and students from all backgrounds and experiences, or commitment to doing so as a VCU faculty member.

Nice To Haves

Master’s degree in a related field.
Experience in higher education.
Experience supporting online or adult learner recruitment strategies.
Experience with personalization strategies and marketing automation platforms.

Responsibilities

Lead and manage cross-platform marketing strategies and campaigns for VCU’s online programs, including marketing plans, channel mix, and investment across programmatic advertising, SEM/SEO, email automation, and landing pages.
Develop integrated campaign calendars and messaging strategies aligned with enrollment cycles, program launches, and recruitment priorities.
Manage marketing materials, budgets, media buys, and vendor and agency relationships to maximize performance and cost efficiency.
Partner with VCU Online leadership, faculty, academic colleges, and campus marketers to align program priorities, enrollment goals, and marketing strategies.
Advise academic program leaders, faculty, and staff by translating enrollment goals and program differentiators into actionable marketing plans.
Collaborate with enrollment management, admissions, and student success teams so marketing supports the prospective-student journey.
Monitor campaign and program performance across channels, identify optimization opportunities, and adjust strategies to improve enrollment outcomes and marketing return on investment.
Use A/B testing, funnel analysis, and multi-touch attribution to refine channel mix, messaging, and budget allocation.
Translate performance data into actionable recommendations and reporting for VCU Online and academic partners.
Partner with digital strategy and enrollment teams to ensure websites and landing pages provide an effective user experience for prospective online students.
Collaborate on marketing automation and CRM strategy, including lead nurture, scoring, and personalization workflows that support conversion goals.
Track emerging marketing technology and digital advertising trends relevant to online program recruitment and recommend tools and approaches as appropriate.
Establish and maintain KPIs related to campaign performance, enrollment growth, and marketing return on investment.
Provide regular, actionable reporting and strategic recommendations to VCU Online and SEMGI leadership.
Collaborate with VCU Enterprise Marketing and Communications to align content, storytelling, and brand positioning with institutional priorities and standards.