Associate Director of Outreach, Master in Law Program

University of Pennsylvania•Williamsburg, VA

2d•$77,330 - $80,000

About The Position

The Associate Director of Outreach plans and executes outreach, marketing, and communications for the University of Pennsylvania Carey Law School’s Master in Law (ML) Program and informs its marketing, recruitment, and enrollment-growth strategy. Reporting to the Assistant Dean of the ML Program, the role develops and optimizes data-driven, multichannel marketing and admissions strategies to generate leads, engage prospective students, and convert applications across internal and external audiences. The Associate Director conducts market, enrollment, and competitive analyses, interprets digital engagement behavior, and makes data-informed recommendations about program positioning, pricing, modality, and enrollment management. The role leads the ML Program’s marketing, communications, outreach, and admissions-funnel initiatives, including local, regional, national, and international recruitment and brand positioning. Working with Penn Carey Law Communications, program leadership, campus colleagues, external organizations, and vendors, the Associate Director guides campaigns and creative direction, manages digital marketing and analytics, supports admissions and enrollment processes, and leads initiatives affecting program visibility, enrollment outcomes, and revenue growth. The position also contributes to institutional initiatives and presents research and recommendations to program leadership.

Requirements

Bachelor’s degree and 3 to 5 years of experience, or an equivalent combination of education and experience.
Strong understanding of the admissions landscape in a competitive arena.
Ability to design, plan, and implement marketing and outreach campaigns and oversee and manage critical processes.
Strong oral and written communication skills.
Ability to work diplomatically with faculty, alumni, current students, prospective students, and colleagues.
Demonstrated ability to perform complex data analysis, synthesize quantitative and qualitative findings, and translate insights into strategic recommendations for senior leadership.
High motivation, personal initiative, and drive.
Ability to collaborate as a team player while taking individual responsibility and supporting the team.

Nice To Haves

Master’s degree or equivalent experience.
Three to five years of experience working in higher education.
Experience with CRM systems, digital analytics platforms, and enrollment and marketing data tools.

Responsibilities

Develop and lead the ML Program’s full-funnel marketing strategy, aligning campaigns with market insights, institutional priorities, and enrollment goals.
Develop and execute integrated multichannel campaigns, including email, paid digital, organic social, landing pages, and events, to generate leads and improve conversion.
Manage and optimize paid digital marketing across Google, Meta, LinkedIn, and YouTube, including budgets, audience segmentation, and performance tracking.
Lead marketing analytics and performance reporting, translating data into recommendations and improving return on advertising spend.
Oversee marketing automation and CRM integrations, including lead capture, segmentation, and nurture flows, in collaboration with the Communications Integrated Marketing Manager.
Manage and maintain the ML Program website with Penn Carey Law Communications; improve messaging, user experience, SEO, content, landing pages, and lead generation.
Identify and implement growth channels and test approaches to expand reach and reduce acquisition costs.
Serve as primary liaison to the Communications Integrated Marketing Manager and external vendors, guiding strategy, creative direction, and performance expectations for digital advertising.
Develop and maintain a centralized database for information-session and inquiry attendance, monitor the prospect pipeline, and analyze engagement trends.
Develop strategies to improve program visibility in generative AI search environments.
Manage and provide strategic direction and oversight for student marketing assistants.
Develop cross-functional initiatives with Communications, IT, and external partners to improve systems, processes, and outcomes.
Evaluate and navigate requests, approvals, and adoption of attribution platforms and data solutions to unify marketing, engagement, and admissions data and improve measurement.
Represent the ML Program in institutional initiatives, working groups, and national conferences, and contribute to strategic discussions.
Provide data-backed insights and recommendations to program leadership.
Conduct competitive market research and program benchmarking with the Center for Excellence in Teaching, Learning and Innovation, informing pricing, positioning, modality, and program-development strategy.
Develop audience segments and personas and use them to refine messaging, targeting, and personalized email nurture campaigns.
Translate market insights into recommendations for program growth, new offerings, and expansion; present findings to ML leadership.
Develop the ML Program’s brand voice and messaging with program and Law School leadership, ensuring consistency and compliance with brand guidelines.
Lead development of marketing assets, including the program viewbook, audience-targeted materials, and program highlight videos.
Direct high-impact content development across video, digital campaigns, newsletters, and alumni storytelling.
Position the ML Program as a leader in legal education for professionals through storytelling and visibility initiatives.
Regularly audit, assess, and update the ML webpage; create audience-specific content and landing pages.
Use analytics and digital tools to assess user behavior and marketing effectiveness, identify barriers to conversion, and recommend website, content, and user-experience improvements.
Drive enrollment strategy by aligning outreach with admissions goals and pipeline targets.
Analyze lead-to-application and application-to-enrollment conversion data, identify trends, and implement improvements to increase yield.
Develop and execute targeted recruitment strategies for Penn internal audiences, external professionals, and industry verticals.
Develop and manage prospective-student engagement, including individual consultations, high-touch outreach, and personalized communications.
Partner with the Assistant Dean and Director of Operations to refine applicant evaluation insights and pipeline strategy based on market data.
Partner with the Program Coordinator to optimize prospective-student inquiry processes, standardize communications, and improve responsiveness and tracking.
Lead program inquiry meetings and conduct individualized consultations with prospective students.
Oversee the ML degree application pipeline, ensuring materials are completed on time, outstanding requirements are communicated proactively, and admissions interviews are coordinated.
Maintain and enhance application tracking systems and reporting; analyze pipeline health, applicant trends, and conversion metrics.
Manage submission of international student records to Penn International Student and Scholar Services to initiate visa documentation processes accurately and promptly.
Design and execute recruitment and engagement events, including information sessions, faculty-led course highlights, alumni panels, and conferences tied to enrollment goals.
Develop scalable engagement strategies for prospective students, current students, and alumni to strengthen community and retention.
Develop and deliver orientation messaging and onboarding modules for new students.
Perform other duties as assigned.

Benefits

Comprehensive medical, prescription, behavioral health, dental, vision, and life insurance.
Flexible spending accounts for eligible health care and dependent care expenses.
Tuition assistance for employees, spouses, and dependent children at Penn; dependent children may also receive assistance at other institutions.
Basic, matching, and supplemental retirement plans, with pre-tax or Roth savings options.
Substantial time away from work during the year.
Long-term care insurance.
Health, wellness, work-life, and family-support programs and resources.
Professional and personal development resources.
Access to University resources, libraries, athletic facilities, cultural activities, and recreational activities.
Discounts and special services, including arts, entertainment, transportation, and other goods and services.
Flexible work options and hours.
Forgivable homeownership loan for eligible employees buying a home or currently residing in West Philadelphia.
Adoption assistance reimbursement for eligible expenses, up to two adoptions per household.