Director of Undergraduate Marketing

UMass Boston•Boston, MA

9d•Onsite

About The Position

The Director of Undergraduate Marketing leads all media campaigns and marketing strategy related to the acquisition of undergraduate students. Under the leadership of the Assistant Vice Chancellor for Marketing & Engagement, the Director is the most senior undergraduate marketer on campus, using the university’s brand pillars and strategic goals to run all media efforts to attract and enroll students at the undergraduate level. Each cycle, the Director partners closely with Admissions and Financial Aid, international recruiting partners, and academic departments to plan and execute the cycle’s campaigns. These campaigns include but are not limited to a full suite of print and direct mail materials, paid advertisements across digital and traditional platforms, website and applicant portal content, organic social media, and email. Campaigns are informed by a deep understanding of diverse target audiences, stages of the prospective student funnel, academic programs and capacity, and the higher education competitive landscape. Communications are tactical and designed to resonate with each audience segment, increasing the reputation and understanding of UMass Boston while achieving these objectives. As appropriate, the Director collaborates with other departments within the Division of Marketing & Engagement, such as creative services for written and visual content, website services for website development, and communications for news and PR guidance. The Director will also partner with outside agencies for creative assets, campaign management, research, and other needs as required. The director ensures that key metrics are tracked by a data dashboard and produces an undergraduate marketing report after the completion of each cycle. We’re looking for a data-driven strategist, a connector, and an innovator. You’ll be working with an enthusiastic team of marketers, designers, communications experts, and content creators. Our division acts more like a startup, testing new ideas and learning from the experience. We care about your health and well-being, and whenever possible, we have fun!

Requirements

Bachelor’s degree required
a minimum of 5-7 years of full-time experience in marketing, market research, media, advertising and/or public relations is required.
A deep understanding of content marketing and media channels is required.
Knowledge of a wide variety of communications, public relations, and marketing techniques;
Demonstrated leadership ability for visionary thinking, collaboration, and motivating others;
Ability to supervise multiple activities simultaneously;
Ability to plan, budget, coordinate and implement a strategic marketing plan;
Ability to work with diverse and complex audiences;
Ability to plan and manage multiple projects simultaneously and set/balance priorities;
Ability to use independent judgment and be entrusted with confidential information;
Strong oral and written communication skills;
Strong writing, editing, proofreading and conceptual design skills;
Strong interpersonal skills;
Strong client service to all levels of the university with diplomacy and tact;
Strong commitment to customer service.

Nice To Haves

Prior experience in higher education marketing is preferred.
In-depth knowledge of web-based tools such as Google Tag Manager, Google Analytics, Google search and display networks, Facebook Business Manager, a website CMS, and a higher ed or sales CRM preferred.

Responsibilities

Cultivate and maintain a responsive, productive, and positive partnership with University Admissions
Develop a deep understanding of UMass Boston’s brand, ethos, diverse academic offerings and student populations
Create, maintain, and execute an omni-channel marketing plan for each acquisition cycle
Oversee written and visual content strategy powering undergraduate campaigns across traditional and digital media, and ensure that draft marketing content is delivered on schedule for on-time approval and launch in market
Track and dashboard metrics for marketing success on an ongoing basis and flag areas for intervention as necessary
Produce a marketing report on key metrics and performance after each cycle
Become proficient with the university’s CRM and pull reports as needed
Utilize division project management tools and protocols to meet deadlines and benchmarks
Occasionally flex time for marketing duties such as content gathering at Admissions events
Represent the Division of Marketing & Engagement on committees and other university-related engagements
Collaborate on department- and division-level projects outside of undergraduate enrollment as capacity allows
Respect the subject matter expertise of others
Prioritize collaboration and shared success over ownership
Perform other duties as assigned.