Associate Director of Outreach - Master in Law Program

University Overview

The University of Pennsylvania, the largest private employer in Philadelphia, is a world-renowned leader in education, research, and innovation. This historic, Ivy League school consistently ranks among the top 10 universities in the annual U.S. News & World Report survey. Penn has 12 highly-regarded schools that provide opportunities for undergraduate, graduate and continuing education, all influenced by Penn’s distinctive interdisciplinary approach to scholarship and learning. As an employer Penn has been ranked nationally on many occasions with the most recent award from Forbes who named Penn one of America’s Best Large Employers in 2023.

Penn offers a unique working environment within the city of Philadelphia. The University is situated on a beautiful urban campus, with easy access to a range of educational, cultural, and recreational activities. With its historical significance and landmarks, lively cultural offerings, and wide variety of atmospheres, Philadelphia is the perfect place to call home for work and play.

The University offers a competitive benefits package that includes excellent healthcare and tuition benefits for employees and their families, generous retirement benefits, a wide variety of professional development opportunities, supportive work and family benefits, a wealth of health and wellness programs and resources, and much more.

Posted Job Title

Associate Director of Outreach, Master in Law Program

Job Profile Title

Associate Director C, Business and Finance, Communications and Marketing

Job Description Summary

The University of Pennsylvania Carey Law School (Penn Carey Law) is one of the nation’s oldest and most distinguished law schools. We offer a distinctive cross-disciplinary legal education, drawing on the depth and breadth of the University of Pennsylvania and a supportive intellectual community for our scholars, staff, and students alike.

The Master in Law (ML) program is an innovative, dynamic, and interdisciplinary graduate program for professionals, students, scholars, and emerging leaders seeking to expand their expertise and amplify their impact with legal education at Penn Carey Law. Through the Master in Law degree, Certificate in Law, and coursework across a range of specializations, the program provides students with the legal knowledge and skills to address complex challenges in their fields and advance their careers.

The Associate Director of Outreach reports to the Assistant Dean of the Master in Law (ML) Program. In consultation with and at the direction of the Assistant Dean, the Associate Director plans and executes the ML Program’s outreach, marketing, and communications and informs marketing, recruitment, and enrollment growth strategy for the Master in Law (ML) Program. This role is responsible for the development, execution, and optimization of data-driven, multi-channel marketing, recruitment and admissions strategy and implementation to drive lead generation, engagement, and application conversion across internal and external audiences.

The Associate Director independently conducts sophisticated market, enrollment, and competitive analyses; tracks and interprets applicant and prospect digital engagement behavior across platforms; and contributes data informed recommendations that influence strategic decisions related to program positioning, pricing, modality, and enrollment management in an increasingly competitive legal and other topical master’s degree market.

The Associate Director provides strategic expertise for the marketing, communications, outreach, and admissions funnel of the ML Program. This role is responsible for helping to build the vision, priorities, and execution for local, regional, national, and international recruitment and brand positioning, working closely with the Assistant Dean of the ML Program and Penn Carey Law Communications. The position designs the ML Programs multichannel marketing strategy, market research and analytics, and outreach initiatives, and plays a key role in shaping the program’s growth trajectory and competitiveness among legal masters and masters programs more broadly.

The Associate Director partners cross-functionally with Penn Carey Law Communications, on-campus colleagues, external organizations, and vendors, while also independently leading initiatives that directly impact program visibility, enrollment outcomes, and revenue growth.

Job Description

Responsibilities include:

Marketing Strategy and Program Growth

• Develops and leads the ML Program’s full-funnel marketing strategy, from awareness to enrollment, aligning campaigns with market insights, institutional priorities and enrollment goals.
• Develops and executes integrated, multi-channel campaigns (email, paid digital, organic social, landing pages, events) with a focus on lead generation and conversion optimization for the ML degree, Certificate in Law, and ad hoc courses.
• Manages and optimizes paid digital marketing strategy (Google, Meta, LinkedIn, YouTube), including budget allocation, audience segmentation, and performance tracking.
• Leads marketing analytics and performance reporting, translating data into actionable insights that inform strategy and improve Return on Advertising Spend.
• Oversees marketing automation and CRM integrations (e.g., Emma, Zapier), improving lead capture, segmentation, and nurture flows with Communications Integrated Marketing Manager.
• Manages and maintains the ML Program website in partnership with Penn Carey Law Communications, drawing on market insights and analytics to strengthen messaging, user experience, and lead generation. Drives SEO and content strategy, including development of high-performing landing pages and keyword optimization.
• Identifies and implements new growth opportunities and channels, testing innovative approaches to expand reach and reduce cost per acquisition working with Communications Integrated Marketing Manager.
• Serves as primary liaison with Penn Carey Law’s Communications Integrated Marketing Manager and external vendors, guiding strategy, creative direction, and performance expectations for digital advertising.
• Develops, implements, and maintains a centralized database to track information session, program inquiry attendance, and other forms of engagement, enabling real-time visibility into the prospect pipeline, and analyzes engagement trends to optimize outreach and conversion strategies.
• Develops and executes strategies to optimize program visibility within generative AI search environments.
• Manages and provides strategic direction and oversight for student marketing assistant(s).
• Develops cross-functional initiatives with Communications, IT, and external partners to improve systems, processes, and outcomes.
• Develops evaluation and navigates request, approval, adoption of attribution platforms and data solutions to unify marketing, engagement, and admissions data, enabling full-funnel visibility and more accurate measurement of ROAS and prospective student behavior and trends.
• Represents the ML Program in outreach-related institutional initiatives, working groups, and national conferences.
• Influences decision-making by contributing data-backed insights and recommendations to program leadership.

Market Intelligence and Strategic Positioning 

• Develops competitive market research and program benchmarking working with the University of Pennsylvania’s Center for Excellence in Teaching, Learning and Innovation, and others to inform pricing, positioning, modality, and program development strategy.
• Conducts audience segmentation and persona development to refine messaging and targeting strategies. Further personalize email nurture campaign outreach based on these audience segmentations and personas.
• Translates market insights into strategic recommendations for program growth, new offerings, and expansion opportunities.
• Presents findings and strategic recommendations to ML leadership to inform long-term program direction.

Brand and Content Strategy

• With input from Program and Law School leadership, develops the ML Program’s brand voice and messaging strategy, ensuring consistency across all channels and audiences and in compliance with Penn Carey Law brand guidelines.
• Leads the development of core marketing assets, including the ML Program viewbook, specialized audience-targeted materials, and program highlight videos to support recruitment and brand positioning.
• Directs and coordinates development of high-impact content across video, digital campaigns, newsletters, alumni storytelling mediums that strengthen brand positioning.
• Positions the ML Program as a leader in legal education for professionals through strategic storytelling and visibility initiatives.
• Maintains ML webpage: regularly audit, assess and update information on the ML webpage to ensure optimal presentation and utility.
• Develops content specific to audience to optimize brand awareness. (i.e. landing pages for digital ad campaigns; specialty landing pages).
• Uses data analytics and tools to determine user behavior and optimal marketing strategies.
• Deploys and interprets advanced web and digital analytics (e.g., traffic sources,  page level engagement, user pathways, and drop-off points) to identify barriers to conversion and recommend structural, content, and user experience changes aligned with enrollment goals.

Admissions Strategy and Enrollment Impact

• Serves as a key driver of enrollment strategy, aligning outreach efforts with admissions goals and pipeline targets.
• Analyzes lead-to-application and application-to-enrollment conversion data, identifying trends and implementing improvements to increase yield.
• Develops and executes targeted recruitment strategies for distinct audiences (Penn internal, external professionals, industry verticals).
• Develops and manages prospective student engagement strategy, including 1:1 consultations, high-touch outreach, and personalized communications.
• Partners with Assistant Dean and Director of Operations to refine applicant evaluation insights and pipeline strategy based on market data.

Admissions and Enrollment Management

• Partners with the ML Program Coordinator to design and optimize processes for managing prospective student inquiries, including development of standardized communications and implementation of data tracking to improve responsiveness and consistency.
• Serves as the primary lead for program inquiry meetings, engaging prospective students through individualized consultations.
• Oversees application pipeline management, ensuring timely completion of materials, proactive communication of outstanding requirements, and coordination of admissions interviews for ML degree.
• Maintains and enhances application tracking systems and reporting infrastructure, providing regular analysis of pipeline health, applicant trends, and conversion metrics to inform enrollment strategy.
• Manages submission of international student records to Penn International Student and Scholar Services to initiate visa documentation processes, ensuring accuracy and timeliness.

Programs, Events and Engagement

• Designs and executes high-impact recruitment and engagement events including information sessions, faculty-led course highlight sessions, alumni panels, and conferences tied directly to enrollment goals.
• Develops scalable engagement strategies for prospective students, current students, and alumni to strengthen community and retention.
• Develops and delivers orientation messaging and onboarding modules to ensure seamless orientation and introduction to the ML Program for new students.

Other Duties Assigned

QUALIFICATIONS:

Bachelor's degree and 3 to 5 years of experience or equivalent combination of education and experience is required. Master’s degree or equivalent experience preferred, with 3-5 years of experience working in higher education. Candidates must demonstrate a strong understanding of the admissions landscape in a competitive arena. Candidates must demonstrate the ability to design, plan, and implement marketing and outreach campaigns and to oversee and manage critical processes. Strong oral and written communication skills are essential, as is the ability to work diplomatically with multiple constituencies including 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. Experience working with CRM systems, digital analytics platforms, and enrollment and marketing data tools strongly preferred. Candidates should be highly motivated and possess strong personal initiative and drive. The ideal candidate will be a team player who has an established track record of collaboration in the workplace. We emphasize individual responsibility while requiring strong team support. 

The University of Pennsylvania is an equal opportunity employer. Candidates are considered for employment without regard to race, color, sex, sexual orientation, religion, creed, national origin (including shared ancestry or ethnic characteristics), citizenship status, age, disability, veteran status or any class protected under applicable federal, state or local law. For clarity, this includes not discriminating on the basis of ethnicity, gender, gender identity or expression, and military status as required by the American Bar Association Standard 205.

Job Location - City, State

Philadelphia, Pennsylvania

Department / School

Law School

Pay Range

$77,330.00 - $90,000.00 Annual Rate

Salary offers are made based on the candidate’s qualifications, experience, skills, and education as they directly relate to the requirements of the position, and in alignment with salary ranges based on external market data for the job’s level. Internal organization and peer data at Penn are also considered.

Equal Opportunity Statement 

The University of Pennsylvania is an equal opportunity employer. Candidates are considered for employment without regard to race, color, sex, sexual orientation, religion, creed, national origin(including shared ancestry or ethnic characteristics), citizenship status, age, disability, veteran status or any class protectedunder applicable federal, state or local law.

Special Requirements 
Background checks may be required after a conditional job offer is made. Consideration of the background check will be tailored to the requirements of the job.

University Benefits

• Health, Life, and Flexible Spending Accounts: Penn offers comprehensive medical, prescription, behavioral health, dental, vision, and life insurance benefits to protect you and your family’s health and welfare. You can also use flexible spending accounts to pay for eligible health care and dependent care expenses with pre-tax dollars.

• Tuition: Take advantage of Penn's exceptional tuition benefits. You, your spouse, and your dependent children can get tuition assistance here at Penn. Your dependent children are also eligible for tuition assistance at other institutions.

• Retirement: Penn offers generous retirement plans to help you save for your future. Penn’s Basic, Matching, and Supplemental retirement plans allow you to save for retirement on a pre-tax or Roth basis. Choose from a wide variety of investment options through TIAA and Vanguard.

• Time Away from Work: Penn provides you with a substantial amount of time away from work during the course of the year. This allows you to relax, take vacations, attend to personal affairs, recover from illness or injury, spend time with family—whatever your personal needs may be.

• Long-Term Care Insurance: In partnership with Genworth Financial, Penn offers faculty and staff (and your eligible family members) long-term care insurance to help you cover some of the costs of long-term care services received at home, in the community or in a nursing facility. If you apply when you’re newly hired, you won’t have to provide proof of good health or be subject to underwriting requirements. Eligible family members must always provide proof of good health and are subject to underwriting.

• Wellness and Work-life Resources: Penn is committed to supporting our faculty and staff as they balance the competing demands of work and personal life. That’s why we offer a wide variety of programs and resources to help you care for your health, your family, and your work-life balance.

• Professional and Personal Development: Penn provides an array of resources to help you advance yourself personally and professionally.

• University Resources: As a member of the Penn community, you have access to a wide range of University resources as well as cultural and recreational activities. Take advantage of the University’s libraries and athletic facilities, or visit our arboretum and art galleries. There’s always something going on at Penn, whether it’s a new exhibit at the Penn Museum, the latest music or theater presentation at the Annenberg Center, or the Penn Relays at Franklin Field to name just a few examples. As a member of the Penn community, you’re right in the middle of the excitement—and you and your family can enjoy many of these activities for free.

• Discounts and Special Services: From arts and entertainment to transportation and mortgages, you'll find great deals for University faculty and staff. Not only do Penn arts and cultural centers and museums offer free and discounted admission and memberships to faculty and staff. You can also enjoy substantial savings on other goods and services such as new cars from Ford and General Motors, cellular phone service plans, movie tickets, and admission to theme parks.

• Flexible Work Hours:Flexible work options offer creative approaches for completing work while promoting balance between work and personal commitments. These approaches involve use of non-traditional work hours, locations, and/or job structures.

• Penn Home Ownership Services: Penn offers a forgivable loan for eligible employees interested in buying a home or currently residing in West Philadelphia, which can be used for closing costs or home improvements.

• Adoption Assistance: Penn will reimburse eligible employees on qualified expenses in connection with the legal adoption of an eligible child, such as travel or court fees, for up to two adoptions in your household.

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To learn more, please visit: https://www.hr.upenn.edu/PennHR/benefits-pay