Director of Enrollment Marketing - Sonoma State University

Another Source•Rohnert Park, CA

6d•$90,000 - $110,000•Hybrid

About The Position

Sonoma State University is hiring its newly created Director of Enrollment Marketing role to build and lead a comprehensive, data-informed enrollment marketing strategy. Reporting directly to the Vice President for Strategic Enrollment Management, the Director will connect brand awareness, digital marketing, recruitment, conversion, and yield into a coordinated approach that supports university enrollment goals. The role also has a dotted-line relationship with University Marketing and works across campus to align messaging, marketing investments, and recruitment priorities. The Director will develop integrated multichannel campaigns, create strategies to guide prospective students from inquiry through enrollment, and use analytics and market intelligence to improve campaign performance and resource allocation. The position involves close collaboration with university departments and external partners, management of assigned marketing budgets and campaign operations, and providing leadership and expertise to staff and campus partners. Marketing activities should reflect Sonoma State’s brand, values, and commitment to student success, as well as incorporate sustainability principles and practices. The position is based in Rohnert Park, California, with a hybrid arrangement allowing up to two remote days per week, subject to operational needs and university guidelines. The Director is expected to maintain an active on-campus presence during regular Monday-through-Friday campus business hours. Occasional evening and weekend work, travel, and overnight stays may be required. The anticipated annual salary is $90,000–$110,000, commensurate with qualifications and experience, and relocation assistance is available. The selected candidate may be required to file an annual Conflict of Interest Form 700, complete ethics training within six months of appointment, and take refresher training every other year thereafter. The role may be designated a mandated reporter under California law and CSU policy.

Requirements

Bachelor's degree in Marketing, Communications, Business, Higher Education Administration, or a related field, or an equivalent combination of education and experience.
At least five years of experience in enrollment marketing, digital marketing, enrollment conversion and yield strategy, student recruitment, or a closely related field.
At least three years of progressively responsible management, supervisory, or program leadership experience.
Demonstrated success developing and executing integrated, data-informed marketing campaigns that drive audience acquisition, lead generation, engagement, conversion, and yield.
Experience using analytics and performance data to evaluate marketing effectiveness and optimize results.
Strong organizational and project management skills, including the ability to balance multiple priorities and adapt to changing needs.
Demonstrated leadership, supervisory, coaching, problem-solving, and conflict-resolution skills.
Excellent communication and relationship-building abilities, including experience collaborating across diverse teams and stakeholder groups.
Ability to exercise sound judgment, maintain composure under pressure, and foster inclusive, productive working relationships.
Advanced proficiency with Microsoft Office, including Word and Excel.
Commitment to incorporating sustainability principles and practices into professional responsibilities.
Availability for an active on-campus presence during regular Monday-through-Friday campus business hours; occasional evening and weekend work, travel, and overnight stays may be required.
May be required to file an annual Conflict of Interest Form 700, complete ethics training within six months of appointment, and participate in refresher training every other year thereafter.
May be considered a mandated reporter under the California Child Abuse and Neglect Reporting Act and must comply with applicable CSU requirements.

Nice To Haves

Experience working in higher education, particularly in enrollment marketing, student recruitment, or strategic enrollment management.
Experience developing and managing enrollment-related partnerships across campus and with external organizations.
Familiarity with Google Workspace, customer relationship management (CRM) systems, marketing automation platforms, digital advertising tools, and web analytics.
Experience with PeopleSoft or similar higher education enterprise systems.

Responsibilities

Build and lead an enrollment marketing strategy aligned with university enrollment goals and institutional brand.
Develop integrated, multichannel campaigns to increase awareness, prospective-student interest, and applications.
Identify opportunities to reach priority student populations, academic programs, and geographic markets through digital and other marketing channels.
Translate enrollment priorities into campaign plans, audience segments, messaging strategies, timelines, and measurable performance goals.
Refine strategies in response to recruitment trends, campaign results, and changing market conditions.
Design and implement strategies that guide prospective students from inquiry through application, admission, and enrollment.
Develop personalized communications and targeted engagement to improve conversion, reduce enrollment melt, and increase yield.
Partner with Admissions, Financial Aid, and campus stakeholders on application completion, affordability messaging, and enrollment confirmation efforts.
Identify student populations needing additional outreach and develop targeted interventions, including yield events and family communications.
Monitor conversion and yield performance and use insights to improve messaging, timing, and engagement.
Serve as the primary strategic connection between Strategic Enrollment Management and University Marketing.
Build partnerships across Admissions, Financial Aid, Academic Affairs, Athletics, Student Affairs, and academic colleges to coordinate the prospective-student experience.
Develop external recruitment partnerships with community colleges, K-12 institutions, community-based organizations, and employer or industry partners.
Collaborate with university leadership to align marketing priorities with enrollment needs, emerging opportunities, and institutional goals.
Establish performance indicators, dashboards, and reporting processes linking marketing investments to enrollment outcomes.
Analyze campaign effectiveness, student engagement, application activity, conversion, yield, and cost-effectiveness.
Use market research, competitive insights, audience data, and testing to optimize campaigns and resource allocation.
Provide university leadership with recommendations based on enrollment trends and marketing performance.
Lead enrollment marketing initiatives from strategy through execution, coordinating campus partners, creative teams, external agencies, and vendors.
Manage assigned marketing budgets and recommend investments that support enrollment priorities.
Establish campaign calendars, workflows, and communication processes between enrollment management and university marketing.
Provide leadership and expertise to staff and campus partners supporting enrollment marketing initiatives.
Ensure marketing activities reflect Sonoma State's brand, values, and commitment to student success.
Maintain an active on-campus presence and availability during regular campus business hours; support university activities and enrollment initiatives through occasional evening or weekend work, travel, and overnight stays as needed.

Benefits

Medical, dental, and vision coverage.
Retirement benefits through CalPERS, including a CalPERS retirement plan or 403(b) supplemental retirement plan.
Life and disability insurance.
Flexible spending accounts.
Paid time off, including up to 24 vacation days per year based on employee group and services.
Pre-tax commuter benefits.
Professional development opportunities and tuition waivers for eligible employees and family members across CSU campuses.
Access to campus athletic and gym facilities, sporting events, artist events, and speakers.
Relocation assistance.
Hybrid work flexibility with up to two remote days per week, subject to operational needs and university guidelines.