Associate Director of Outreach, Master in Law Program

University of Pennsylvania•Williamsburg, VA

22d•$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 Associate Director develops and optimizes data-driven, multichannel marketing, recruitment, and admissions initiatives to generate leads, engage prospective students, and convert applicants across internal and external audiences. The role conducts market, enrollment, and competitive analyses; interprets prospect and applicant engagement across digital platforms; and provides data-informed recommendations on program positioning, pricing, modality, and enrollment management. It contributes to local, regional, national, and international recruitment and brand positioning, partnering with the Assistant Dean, Penn Carey Law Communications, campus colleagues, external organizations, and vendors. The position also independently leads initiatives affecting program visibility, enrollment outcomes, and revenue growth. The Associate Director oversees marketing strategy, digital campaigns, analytics, CRM and automation integrations, website and content optimization, market research, brand development, admissions funnel strategy, and prospective-student engagement. The role also manages inquiry and application tracking processes, leads program inquiry meetings, coordinates aspects of admissions and international student records, and designs recruitment and engagement events, orientation messaging, and onboarding materials.

Requirements

Bachelor’s degree and 3 to 5 years of experience, or an equivalent combination of education and experience.
Three to five years of experience working in higher education is specified in the qualifications.
Strong understanding of the admissions landscape in a competitive arena.
Ability to design, plan, and implement marketing and outreach campaigns and to 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 providing strong team support.

Nice To Haves

Master’s degree or equivalent experience.
Experience with CRM systems, digital analytics platforms, and enrollment and marketing data tools.

Responsibilities

Develop and lead full-funnel marketing strategy aligned with market insights, institutional priorities, and enrollment goals.
Plan and execute multichannel campaigns across email, paid digital, organic social, landing pages, and events for the ML degree, Certificate in Law, and ad hoc courses.
Manage paid digital marketing across Google, Meta, LinkedIn, and YouTube, including budget allocation, audience segmentation, and performance tracking.
Lead marketing analytics and performance reporting, using findings to improve strategy and return on advertising spend.
Oversee marketing automation and CRM integrations, working with the Communications Integrated Marketing Manager to improve lead capture, segmentation, and nurture flows.
Manage and maintain the ML Program website with Penn Carey Law Communications; improve messaging, user experience, lead generation, SEO, and content strategy.
Identify and test new growth opportunities and marketing channels to expand reach and reduce cost per acquisition.
Liaise with Penn Carey Law’s Communications Integrated Marketing Manager and external vendors, providing strategic direction, creative guidance, and performance expectations for digital advertising.
Develop a centralized database for information session attendance, program inquiries, and other engagement; analyze prospect pipeline and 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 funnel measurement.
Represent the ML Program in outreach-related institutional initiatives, working groups, and national conferences.
Provide program leadership with data-backed insights and recommendations.
Conduct competitive market research and program benchmarking with the University’s Center for Excellence in Teaching, Learning and Innovation and others to inform pricing, positioning, modality, and program development.
Develop audience segments and personas; apply them to messaging, targeting, and personalized email nurture campaigns.
Translate market insights into recommendations for program growth, new offerings, and expansion, and 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 Penn Carey Law brand guidelines.
Lead development of core marketing assets, including the program viewbook, audience-targeted materials, and program highlight videos.
Direct and coordinate video, digital campaign, newsletter, and alumni-storytelling content to strengthen brand positioning.
Position the ML Program as a leader in legal education for professionals through storytelling and visibility initiatives.
Audit, assess, and update the ML webpage to ensure optimal presentation and utility; develop audience-specific content and landing pages.
Use web and digital analytics to assess user behavior, traffic sources, page engagement, pathways, and drop-off points, then recommend improvements aligned with enrollment goals.
Align outreach efforts with admissions goals and pipeline targets; analyze conversion data and implement improvements to increase yield.
Develop 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 ML Program Coordinator to improve prospective-student inquiry processes, standardized communications, responsiveness, and data tracking.
Lead program inquiry meetings and engage prospective students through individualized consultations.
Oversee the ML degree application pipeline, including completion of materials, proactive communication about outstanding requirements, and coordination of admissions interviews.
Maintain and enhance application tracking and reporting infrastructure; regularly 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 on time.
Design and execute recruitment and engagement events, including information sessions, faculty-led course highlight sessions, 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 benefits.
Flexible spending accounts for eligible health care and dependent care expenses.
Tuition assistance for employees, spouses, and dependent children at Penn, and for dependent children 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 for eligible employees and family members.
Wellness and work-life programs and resources.
Professional and personal development resources.
Access to University resources, libraries, athletic facilities, cultural activities, and recreational amenities.
Discounts and special services, including arts and cultural admission and memberships, transportation, and other goods and services.
Flexible work options and hours.
Forgivable homeownership loan for eligible employees buying a home or residing in West Philadelphia.
Adoption assistance reimbursing eligible qualified expenses, for up to two adoptions in the household.