Marketing Director - Graduate Programs

Summary

The Marketing Director, of Graduate Programs provides operational and strategic leadership to the graduate school enrollment marketing functions of Barry University specifically for the College of Health and Wellness, the College of Arts & Sciences, the D. Inez Andreas School of Business, the School of Podiatric Medicine, as well as internal departments within the colleges and schools.

This position is In-Person

Essential Functions

• Assists in the conceptualization, creation, and implementation of strategic marketing plans and campaigns.

• Strategizes and implements processes that will directly impact lead conversion. Directs strategic planning activities; prioritizes opportunities to maximize enrollment and financial targets; directs, monitors, and evaluates marketing communication and possesses a well-rounded understanding of school/ program portfolios.

• Creates marketing plans for programs that are highly synergistic and drive engagement. Assists with the planning, development, and execution of marketing, program-specific branding, and advertising initiatives. Develops strategies to target key population/demographic segments. Identifies differentiators and key messaging within product line initiatives and helps position each line to grow in volume and market share and to support overall positionings.

• Partners with Deans and program directors to develop strategic plans to increase enrollment by introducing consumer-focused insights and direct/digital marketing strategies and initiatives. Develops and employs marketing metrics that demonstrate the ROI of marketing investments across channels.

• Produces, maintains, and interprets enrollment management statistical reports as well as yield projections to design and implement marketing strategies. Utilizes reporting to inform a continuous improvement model.

SPECIFIC JOB RESPONSIBILITIES:

• Collaborating closely with various stakeholders, including deans, admissions teams, program directors,  and external partners, develops and implements comprehensive graduate enrollment marketing plans that effectively reach and engage prospective students.

• Supervises project coordinators to ensure integrated plans and operational procedures.

• Collaborates with others to develop and implement promotional and communications materials for targeted audiences which enhance awareness and utilization of programs and services.

• Leads projects and serves as an internal marketing consultant for programs and services.

• Works with Martech/ Digital Innovations, or external enrollment vendors (EAB) to optimize digital marketing campaigns across various channels, including social media, search engine marketing, email marketing, and display advertising.

• Utilizes analytics tools and data-driven insights to measure campaign effectiveness, identify areas for improvement, and make data-informed marketing decisions.

• Reviews and optimizes lead nurturing email campaigns.

• Analyzes prospect engagement data and provides recommendations for engagement opportunities.

• Informs development of collateral assets to support marketing and recruiting efforts including but not limited to viewbooks, one-pagers, PPT decks, videos, web content, student profiles, etc.

• Oversees vendors, freelancers, and partners tasked with delivering elements of specific campaigns. May oversee students and other external labor resources in support of creative activities.

• Manages finances related to a portion of activities executed within the larger marketing/communications budget.

• Maintains status reports and performance reports.

Assists with market research to inform marketing strategies and messaging, validate market demand for new programs or program tracks, and identify new target segments, and benchmarks against competitors.

•Maintains knowledge of trends and developments in marketing, advertising, and higher education. Maintains knowledge of generational trends as they pertain to prospective enrollment.

Qualifications/Requirements

• A Bachelor's degree in Marketing, Advertising, or Communications is required.

• A minimum of 8 years of relevant experience.

• Higher Education Marketing experience is a plus.

• Experience working with Martech/Digital Innovations.

• Must have the ability to communicate effectively in both oral and written form.

• Must be able to exercise sound judgment in making critical decisions

• Knowledge of business and management principles.

• Ability to direct, manage, implement, and evaluate department operations.

• Ability to establish department goals and objectives that support the strategic plan.

• Ability to effectively plan, delegate and/or supervise the work of others.

• Ability to manage a dedicated budget.

Benefits: Barry University offers a comprehensive benefits package to full-time employees that includes health, dental, vision, life insurance, retirement, tuition assistance, paid time off and work/life balance initiatives such as wellness programs, spirituality in the workplace, and training and development.

Barry University is an Equal Opportunity Employer, committed to a diverse and inclusive work environment.