Associate Deputy Chief - Marketing, Digital Strategy and Enrollment Growth

Applications must be submitted no later than 11:59 p.m. CT on the day before the listed closing date.

Weekly Work Hours

40

Compensation Range

Administrator Range E10

Salary Minimum

$137,680.00 Annually

FLSA

United States of America (Exempt)

Work Location

• All positions are considered on-site roles.
• After six months of employment, some positions may be eligible to apply for a hybrid work arrangement based on job responsibilities, operational needs, supervisor approval, and Dallas College policy.
• Academic (Faculty) positions require an on-campus presence, even when teaching online courses, in accordance with state law.

Position Type

Administrator

Shape the Future of Marketing, Digital Strategy and Enrollment Growth at Dallas College

Dallas College is seeking an accomplished, forward-thinking marketing executive to serve as Associate Deputy Chief, Marketing, Digital Strategy and Enrollment Growth.

This is an opportunity to lead an integrated marketing strategy that brings together institutional brand, digital experience, creative strategy, audience development, enrollment marketing, marketing technology, research, analytics, and performance to expand Dallas College’s reach and impact. 

Reporting to the Vice Chancellor for External Affairs, this senior leader will help strengthen how Dallas College connects with prospective students, current students, employers, community partners, and other audiences, while ensuring marketing strategies support the College’s academic, workforce, student-success, enrollment, and institutional priorities. 

Why This Role Matters

The way students discover, understand, and engage with Dallas College increasingly begins well before they apply. This role will help shape that journey by connecting institutional reputation and storytelling with modern digital experiences, data-informed marketing, audience strategy, and measurable enrollment growth.

The Associate Deputy Chief will balance long-term brand stewardship with measurable enrollment and workforce priorities, helping Dallas College translate its academic quality, faculty expertise, career-connected learning, workforce relevance, student outcomes, access, economic mobility, and community impact into a compelling and cohesive institutional presence. 

The Leadership Opportunity

Institutional Brand & Marketing Strategy

Shape and execute a comprehensive institutional marketing strategy aligned with Dallas College’s mission and strategic priorities. Strengthen the College’s positioning, value proposition, messaging, visual identity, audience experience, and overall brand presence while building stronger alignment across a complex institution. 

Digital Strategy & Experience

Lead the evolution of Dallas College’s digital marketing and audience experience across websites, search, social media, email, mobile, marketing automation, digital advertising, and emerging platforms. Help create a more coherent and accessible digital journey that enables prospective students and other audiences to discover programs, understand the value of Dallas College, and take meaningful action. 

Enrollment & Audience Growth

Connect marketing strategy directly to enrollment and student success by developing audience, recruitment, lead-generation, nurturing, remarketing, and conversion strategies. The role will support audiences that include traditional students, adult learners, transfer students, graduate students, online learners, working professionals, international students, employers, and community partners. 

Creative Strategy & Storytelling

Lead an integrated creative function spanning brand design, advertising, editorial content, photography, video, social content, web creative, and campaign development. Elevate the stories of students, faculty, alumni, academic programs, workforce initiatives, employer partnerships, research, and the communities Dallas College serves. 

Data, Analytics & Performance

Build marketing intelligence that moves beyond activity measures to provide meaningful insight into audience engagement, qualified demand, conversion, enrollment contribution, student outcomes, acquisition cost, and return on marketing investment. Use research, analytics, attribution, experimentation, and predictive approaches to guide strategy and investment decisions. 

Enterprise Partnership

Work across Academic Affairs, Student Success and Enrollment, Workforce and Economic Development, Communications, Advancement, Information Technology, Institutional Research, campus leadership, and other partners to connect marketing strategy with institutional priorities. This role will lead through collaboration and influence, creating shared approaches to planning, service delivery, decision-making, and performance. 

The successful candidate will bring the perspective of an institutional strategist, sophisticated brand steward, digitally fluent leader, creative thinker, and data-informed decision-maker. 

This opportunity is particularly well suited for a leader who can:

• Connect mission, reputation, academic distinction, workforce relevance, digital engagement, student success, and enrollment growth. 
• Balance the stewardship of an established institutional brand with changing audience expectations and market conditions. 
• Translate research, analytics, and performance data into priorities, investments, and measurable outcomes.
• Lead brand, creative, digital marketing, paid media, audience development, marketing technology, and analytics in an integrated way. 
• Build trust and alignment across a complex and decentralized organization while leading through influence and partnership. 
• Develop high-performing multidisciplinary teams and strengthen modern institutional marketing capabilities. 
• Bring strategic ambition together with practical execution, accountability, service, and institutional integrity. 

The Impact You'll Help Create

Success in this role extends beyond marketing activity. The position is designed to strengthen institutional brand awareness and trust, increase qualified inquiries and applications, improve conversion through the enrollment journey, strengthen digital and website engagement, support enrollment in employer-aligned and high-demand programs, improve marketing investment effectiveness, and create greater alignment across Dallas College’s marketing and institutional partners. 

Join Dallas College

Since 1965, Dallas College has served more than three million students. With seven campuses across the Dallas-Fort Worth area, Dallas College is one of the largest community college systems in Texas and places students at the center of its work. 

For a marketing leader energized by brand transformation, digital innovation, enrollment growth, creative excellence, analytics, and mission-driven impact, this is an opportunity to help shape how Dallas College tells its story, engages its audiences, and extends its reach.

Bring your strategic vision, digital expertise, creative leadership, and commitment to measurable impact to Dallas College.

Position / Job Summary

The Associate Deputy Chief, Marketing, Digital Strategy and Enrollment Growth serves as a senior leader within External Affairs, responsible for advancing Dallas College’s marketing strategy, digital presence, brand alignment, and enrollment-growth marketing priorities.

Reporting to the Vice Chancellor for External Affairs, the Associate Deputy Chief provides strategic and operational leadership for institutional marketing, digital strategy, creative services, audience development, enrollment marketing, web experience, marketing technology, market research, and performance analytics.

The role leads through strategy, governance, service delivery, and cross-functional partnership, establishing marketing frameworks, campaign priorities, digital standards, and performance measures that support institutional goals while aligning with the broader External Affairs portfolio.

Working in close partnership with Academic Affairs, Student Success and Enrollment, Workforce and Economic Development, Communications, Advancement, Information Technology, Institutional Research, campus leadership, and other institutional partners, the Associate Deputy Chief strengthens Dallas College’s public brand presence and supports a more integrated pathway from audience awareness through inquiry, application, enrollment, persistence, completion, career attainment, and continued engagement.

The successful candidate will be an accomplished marketing strategist, creative and digital leader, and collaborative institutional partner who understands the distinctive mission of higher education. The Associate Deputy Chief will balance long-term brand stewardship with measurable enrollment and workforce priorities, applying research, creativity, technology, and analytics to extend Dallas College’s impact, relevance, and reach.

Essential Duties & Responsibilities

Institutional Marketing Leadership

• Develop and execute a comprehensive institutional digital marketing strategy aligned with the college’s mission, strategic plan, academic priorities, student-success objectives, workforce agenda, enrollment goals, and commitment to public impact.
• Serve as the principal marketing adviser to the Vice Chancellor for External Affairs and a strategic resource to senior academic and administrative leadership.
• Translate institutional priorities into coordinated marketing strategies, annual operating plans, integrated campaigns, and measurable performance goals.
• Establish an institution-wide marketing framework that aligns central resources with the priorities of campuses, schools, academic programs, workforce divisions, and administrative units.
• Convene and support marketing professionals across the institution, creating shared standards, stronger coordination, and opportunities for collaboration.
• Identify demographic, technological, competitive, economic, and cultural developments affecting the institution’s reputation, relevance, enrollment, and ability to serve students and employers.
• Balance immediate enrollment and workforce priorities with the long-term stewardship of institutional reputation and public trust.

Brand Strategy and Institutional Reputation

• Lead the development, implementation, and consistent application of Dallas College’s brand strategy in partnership with External Affairs and Communications leadership, including positioning, value proposition, messaging architecture, visual identity, voice, and audience experience.
• Develop a compelling institutional narrative grounded in academic quality, faculty expertise, student success, career-connected learning, workforce relevance, research, innovation, access, economic mobility, and community impact.
• Support institutional reputation-building through brand consistency, audience research, marketing strategy, and data-informed storytelling that authentically represents the breadth, excellence, and distinctiveness of Dallas College.
• Lead brand research, audience-perception studies, competitive positioning, reputation tracking, and market analysis.
• Establish brand standards and governance practices that protect institutional identity while supporting creativity across a complex and decentralized organization.
• Partner with Communications and External Affairs leadership to align institutional marketing with public relations, executive communications, media relations, community engagement, and reputation management.
• Provide strategic brand counsel for major institutional initiatives, academic programs, workforce partnerships, announcements, and public-facing events.

Creative Strategy and Institutional Storytelling

• Lead an integrated creative services function that supports institutional marketing, brand design, advertising, editorial content, photography, video, social content, web creative, and campaign development.
• Establish a distinctive creative vision that communicates the institution’s intellectual vitality, academic offerings, student experience, workforce connections, career outcomes, and contribution to society.
• Elevate the stories of students, faculty, alumni, academic programs, workforce initiatives, employer partnerships, research, and communities across institutional channels.
• Guide institutional-brand, program-marketing, workforce, and student-recruitment campaigns across paid, owned, earned, and shared media in alignment with External Affairs priorities and institutional goals.
• Develop an audience-centered content strategy informed by institutional priorities, prospective-student needs, employer needs, market research, search behavior, and performance data.
• Maintain high standards for creative excellence, editorial quality, accessibility, cultural relevance, and brand consistency.
• Oversee creative operations, including project intake, prioritization, production, review, asset management, and distribution.
• Select and manage creative agencies, production companies, freelancers, and other external partners.

Digital Strategy and Experience

• Lead digital marketing strategy in partnership with Information Technology, Student Success and Enrollment, Institutional Research, and other institutional partners, connecting institutional reputation, audience engagement, academic and workforce-program discovery, student recruitment, and enrollment growth.
• Lead digital marketing across institutional websites, academic and workforce-program pages, search, social media, email, mobile, marketing automation, digital advertising, and emerging platforms.
• Position the institution’s website as its primary digital front door and an authoritative expression of its mission, academic offerings, workforce programs, identity, and impact.
• Create a coherent and accessible digital experience that enables audiences to discover programs, understand the institution’s value, engage with its community, and take meaningful action.
• Improve the prospective-student journey by reducing friction across program exploration, inquiry, application, admission, enrollment, onboarding, and re-engagement.
• Direct user research, information architecture, content strategy, search optimization, personalization, landing-page development, conversion optimization, and audience testing.
• Partner with Information Technology, Institutional Research, and Student Success and Enrollment to integrate institutional websites, customer-relationship management systems, student-information systems, analytics platforms, and marketing-automation tools.
• Advance responsible uses of artificial intelligence for audience insight, content operations, personalization, service delivery, campaign optimization, and predictive enrollment marketing.
• Ensure that digital platforms and marketing practices comply with accessibility, privacy, security, records-management, and data-governance requirements.

Media Strategy and Investment

• Lead paid-media strategy across search, social, programmatic display, streaming video, connected television, audio, out-of-home, print, and emerging channels in alignment with approved budgets, procurement requirements, and External Affairs priorities.
• Develop an integrated media-investment framework based on institutional priorities, enrollment objectives, workforce opportunities, audience potential, program demand, and expected return.
• Oversee media planning, audience targeting, geographic strategy, channel allocation, negotiation, placement, optimization, brand safety, and performance reporting.
• Manage relationships with media agencies, publishers, platforms, research firms, data partners, and advertising-technology providers.
• Establish appropriate controls for media purchasing, campaign trafficking, conversion tracking, attribution, data quality, invoicing, and financial reconciliation.
• Optimize investment toward the audiences, programs, locations, messages, and channels producing the strongest institutional, enrollment, and workforce outcomes.
• Report on reach, engagement, audience quality, cost per inquiry, cost per application, cost per enrolled student, enrollment contribution, and return on marketing investment.

Enrollment, Student Success and Workforce Marketing

• Serve as the principal marketing partner to Student Success and Enrollment, Academic Affairs, and Workforce and Economic Development.
• Translate enrollment, completion, workforce, and economic-mobility priorities into coordinated marketing, audience-development, recruitment, conversion, and engagement strategies in partnership with academic, enrollment, and workforce leaders.
• Develop differentiated value propositions for academic programs, workforce credentials, transfer pathways, apprenticeships, continuing education, and employer-aligned learning.
• Lead marketing across the student journey, including awareness, inquiry, application, admission, financial-aid communication, enrollment, onboarding, persistence, completion, transfer, employment, and re-engagement.
• Develop audience strategies for traditional students, adult learners, transfer students, graduate students, online learners, working professionals, international students, employers, and community partners.
• Establish integrated lead-generation, nurturing, remarketing, and conversion programs in coordination with admissions, enrollment, academic, and workforce teams.
• Align campaigns with recruitment activities, campus visits, workforce initiatives, employer partnerships, application periods, financial-aid milestones, and enrollment deadlines.
• Use labor-market intelligence, employer demand, student outcomes, program performance, and audience research to identify opportunities for enrollment and workforce growth.
• Partner with academic and workforce leaders to assess market demand and position new and existing programs for relevance, differentiation, and sustainable growth.
• Connect institutional marketing with student-success outcomes, ensuring that recruitment messages accurately represent the educational experience, available support, career pathways, and expected outcomes.
• Establish shared expectations for inquiry management, response times, prospective-student communications, follow-up, and conversion accountability.

Institutional Partnership and Alignment

• Build strong, collaborative partnerships with Academic Affairs, Student Success and Enrollment, Workforce and Economic Development, Communications, Advancement, Information Technology, Institutional Research, campus leadership, and other institutional stakeholders.
• Partner with Academic Affairs to position academic programs, faculty expertise, research, credentials, and learning experiences for priority audiences and markets.
• Work with Student Success and Enrollment to connect recruitment marketing with admissions, onboarding, persistence, completion, transfer, and student-success priorities.
• Collaborate with Workforce and Economic Development to market employer-aligned programs, industry credentials, apprenticeships, continuing education, and pathways into high-demand careers.
• Use labor-market intelligence, employer needs, enrollment data, and student outcomes to inform audience strategy, academic-program positioning, and campaign investment.
• Partner with Communications to align institutional marketing, executive messaging, media relations, public affairs, community engagement, and reputation management.
• Work with Advancement and alumni relations to strengthen institutional storytelling, alumni engagement, philanthropy, and lifelong affiliation.
• Collaborate with Information Technology and Institutional Research to integrate digital platforms, CRM systems, analytics, data governance, and performance reporting.
• Support campus and academic leaders with market research, brand strategy, creative services, campaign planning, and audience-development expertise.
• Lead through influence, shared governance, and service delivery by developing shared planning processes, service expectations, escalation paths, decision rights, and performance measures across institutional partners.
• Represent institutional marketing priorities in cross-functional initiatives involving academic planning, student success, workforce development, community engagement, and institutional growth.

Research, Analytics and Performance

• Build a marketing-intelligence capability that supports marketing strategy, audience growth, brand development, enrollment marketing, workforce-program positioning, and investment decisions.
• Establish a common framework for measuring marketing effectiveness across the institution.
• Develop dashboards and executive reporting for the Vice Chancellor for External Affairs and other senior leaders.
• Measure brand awareness, institutional reputation, audience engagement, prospective-student demand, application behavior, conversion, enrollment contribution, acquisition cost, student outcomes, and return on investment.
• Integrate marketing, digital, CRM, admissions, enrollment, workforce, and student-success data to develop a comprehensive understanding of the student journey.
• Apply predictive analytics to identify promising markets, audiences, academic programs, workforce opportunities, and points for timely intervention.
• Establish a culture of experimentation through audience, message, creative, channel, and digital-experience testing.
• Translate research and performance data into clear recommendations for strategy, resource allocation, academic and workforce-program positioning, and continuous improvement.
• Ensure that reporting distinguishes marketing activity from meaningful engagement, qualified demand, enrollment outcomes, student success, and long-term institutional value.

Organizational Leadership

• Recruit, develop, and lead a high-performing multidisciplinary team spanning institutional marketing, brand, creative, digital strategy, content, media, enrollment marketing, research, and analytics.
• Establish clear responsibilities and collaborative working relationships among Marketing, External Affairs, Communications, Academic Affairs, Student Success and Enrollment, Workforce and Economic Development, Advancement, and other institutional partners.
• Build organizational capabilities in audience strategy, marketing technology, digital experience, analytics, campaign management, and creative excellence.
• Lead annual planning, budgeting, resource allocation, agency management, contract oversight, and performance evaluation.
• Manage assigned marketing budgets, paid-media investments, agency relationships, and marketing-technology resources with discipline, transparency, and alignment to institutional priorities.
• Establish effective systems for prioritizing projects and directing resources toward the institution’s most important strategic opportunities.
• Foster a culture of service, creativity, intellectual curiosity, collaboration, inclusion, accountability, and continuous improvement.
• Represent the institution with professional associations, community organizations, employers, agencies, media organizations, technology providers, and strategic partners.

Organizational Relationships

The Associate Deputy Chief, Marketing, Digital Strategy and Enrollment Growth will:

• Report directly to the Vice Chancellor for External Affairs.
• Serve as a senior institutional marketing leader within External Affairs, providing strategic and operational leadership for marketing, digital strategy, brand alignment, audience development, and enrollment-growth marketing.
• Maintain formal strategic partnerships with Academic Affairs, Student Success and Enrollment, and Workforce and Economic Development.
• Work closely with Communications, Advancement, Information Technology, Institutional Research, campus leadership, faculty, alumni relations, government and community relations, and other institutional partners.
• Participate in institutional strategic planning, academic portfolio review, workforce strategy, student-success planning, market expansion, digital transformation, and major marketing-investment decisions.
• Convene marketing and communications professionals across the institution to strengthen coordination, share expertise, maintain brand alignment, and advance institutional priorities.
• Present brand, market, digital, enrollment, workforce, and audience-performance findings to senior leadership and governing bodies as requested.

Measures of Success

Success will be evaluated through marketing, audience, digital, enrollment-growth, workforce-marketing, and partnership outcomes, including:

• Increase awareness, understanding, preference, and trust in the institutional brand.
• Stronger recognition of the institution’s academic quality, faculty expertise, workforce relevance, student outcomes, and public impact.
• Growth in qualified inquiries and applications from priority audiences and geographic markets.
• Improved inquiry-to-application, application-to-admission, and admission-to-enrollment conversion.
• Stronger alignment between marketing campaigns and enrollment, academic-program, workforce, and audience-development priorities.
• Increased awareness and enrollment in employer-aligned programs and high-demand career pathways.
• More effective and efficient marketing and media investment.
• Increased marketing-attributed enrollment and improved return on marketing investment.
• Improved website engagement, program discovery, application starts, and digital conversion.
• Greater consistency and quality across institutional brand and marketing activity.
• Stronger coordination among External Affairs, Academic Affairs, Student Success and Enrollment, Workforce and Economic Development, Communications, and other institutional partners.
• Improved research, forecasting, attribution, reporting, and senior-leadership visibility into marketing performance.

• Exercise full discretion and decision-making authority in recruitment, selection, hiring, mentoring,  coaching, development & performance evaluation of staff, ensuring alignment with applicable laws, college policies, organizational goals, budgetary constraints, and workforce planning strategies.

• Manage and drive high performance by administering the performance management process timely, setting clear expectations, conducting performance evaluations, and implementing initiatives that enhance employee engagement, motivation, and retention.

• This position requires regular on-site presence to fulfill essential duties that cannot be performed remotely. Duties must be executed in-person to ensure effective collaboration, supervision, and service delivery, in accordance with Texas SB 2615.
• If physical presence is not essential: this position may be eligible for remote work only under conditions permitted by Texas SB 2615, including temporary illness, disability accommodations, or assignment to approved remote instruction programs.
• Required Dallas College Professional Development Hours per Academic Year.
  • All employees are required to complete a minimum of 19 hours.
  • Employees in people leader positions or positions that include supervisory duties must complete an additional 16 hours of leadership development.
• Perform other duties not listed as assigned

Minimum and Preferred – Education, Experience, and/or Certifications

Minimum Requirements for Position (necessary or mandatory)

• Bachelor’s degree in marketing, business, digital strategy, data analytics, higher education administration, or a related field required; master’s degree preferred.
• Ten to fifteen years of progressively responsible experience in marketing, digital strategy, brand management, enrollment marketing, audience development, communications, or related fields, including substantial leadership responsibility within a complex, mission-driven organization.
• Experience with platforms such as Salesforce, Slate, Adobe, Google Marketing Platform, or comparable technologies.

Other Preferred Qualifications for Role (not mandatory, but advantageous)

• Senior marketing leadership experience in higher education, public sector, nonprofit, health care, financial services, technology, customer acquisition, workforce development, or another complex enterprise environment.
• Experience integrating institutional brand strategy, digital transformation, enrollment marketing, and workforce development.
• Familiarity with traditional, transfer, graduate, online, adult, international, continuing-education, and workforce-education markets.
• Experience leading institutional repositioning, brand transformation, website modernization, marketing centralization, or organizational redesign.
• Understanding of higher-education economics, demographic change, prospective-student decision-making, labor-market trends, shared governance, academic culture, accessibility, and applicable regulatory requirements.

Leadership Characteristics

• An institutional strategist who connects mission, reputation, academic distinction, workforce relevance, digital engagement, student success, and enrollment growth.·    
• A sophisticated brand steward who respects institutional history while positioning the college for its future.·
• A digitally fluent leader who understands how technology is reshaping audience behavior and the student experience.
• A creative thinker capable of translating complex academic and workforce ideas into compelling and accessible institutional narratives.· 
• A data-informed decision-maker who converts research and evidence into priorities, investments, and measurable outcomes.
• A collaborative enterprise partner who can lead through influence, build trust, and align stakeholders across a complex and decentralized institution.
• A service-oriented leader who balances strategic ambition with practical execution, stakeholder responsiveness, and clear prioritization.
• A trusted adviser to the Vice Chancellor for External Affairs and other senior leaders.
• A talent builder who develops outstanding teams and modern institutional marketing capabilities.·
• A mission-centered leader who applies performance discipline without compromising academic values, institutional integrity, or public trust

Knowledge, Skills, and Abilities

Required Qualifications for Role (necessary or mandatory)

• Demonstrated success leading institutional or enterprise brand strategy, creative services, digital marketing, paid media, audience development, and data-informed growth.
• Experience connecting marketing strategy with enrollment, audience acquisition, workforce participation, membership, revenue, engagement, or comparable organizational outcomes.
• Demonstrated ability to advance a distinguished institutional brand while responding to changing audience expectations and market conditions.
• Experience managing significant budgets, media investments, agencies, consultants, vendors, and technology partners.
• Strong understanding of digital ecosystems, customer-relationship management, marketing automation, audience segmentation, performance media, analytics, and attribution.
• Experience leading multidisciplinary teams and collaborating across a decentralized organization.
• Demonstrated ability to advise senior executives and build productive relationships with academic, student-success, enrollment, workforce, administrative, and creative professionals.
• Exceptional strategic judgment, communication, presentation, collaboration, and organizational leadership skills.
• Demonstrated commitment to academic excellence, educational opportunity, accessibility, workforce advancement, student success, and the institution’s public mission.

Competencies

Dallas College seeks to identify core and professional competencies for each role and level which helps define the level of expertise needed and desired to demonstrate success in the role. 

Work Condition Environment / Physical Requirements

Normal physical job functions performed within a standard office environment. Reasonable accommodation(s) may be made to individuals with physical challenges to perform the essential duties and responsibilities.

The intent of this job description is to provide a representative summary of the major duties and responsibilities performed by incumbents of this job and shall not be construed as a declaration of the total of the specific duties and responsibilities of any particular position. Incumbents may be directed to perform job-related tasks other than those specifically presented in this description. Position requires regular and predictable attendance.

About Us

Since 1965, Dallas College, formerly Dallas County Community College District, has served more than three (3) million students. Comprising seven campuses located around the Dallas/Fort Worth area, we are one of the largest community college systems in the state of Texas.  We strive to be a leader in the community college space, placing students at the center of everything we do.

Dallas College is committed to cultivating an environment of opportunity and belonging for all students and employees. We recognize that the Dallas College workforce, and the diverse talent that stems from it, is directly linked to our success. We are part of an equal opportunity system that provides education and employment opportunities without discrimination on the basis of any protected attribute, including race, color, religion, national origin, sex, disability, age, sexual orientation, gender identity or gender expression, veteran status, pregnancy or any other basis protected under applicable law. In accordance with applicable law, Dallas College will make reasonable accommodations for applicants and employees’ religious practices and beliefs, as well as any mental health or physical disability needs. #LI-MB1

Applications Deadline

December 8, 2026