The Marketing Department within UMBC, University Communication and Marketing (UCM), carries out functions related to strategic enrollment marketing, brand awareness, digital strategy and creative services. UCM Marketing works in partnership with undergraduate and graduate admissions as well as departments across campus to promote the UMBC experience and attract students.
The Director of Strategic Enrollment Marketing will establish marketing and content strategy to attract and nurture prospective UMBC students at all phases of the student life cycle. The Director works closely with the Office of Undergraduate Admissions & Orientation as well as related university partners to meet the goals
of the University strategic enrollment plan. The incumbent in this role also collaborates with the digital strategy and creative services teams to carry out digital and traditional advertising campaigns and tactics. This position reports to the Deputy Chief Marketing Officer within the Division of University Communications &
Why Work at UMBC?
UMBC offers competitive compensation. This role starts at $105,000and has over 4 weeks of vacation for regular full time roles. Tuition remission is also available.
Develop segmented marketing plans and strategy to generate and nurture leads based on established enrollment goals for each recruitment cycle
Create and implement advertising campaigns utilizing both digital and traditional media channels (e.g., social media, email marketing, direct mail) for the purpose of lead generation and nurturing (retargeting)
Establish key performance indicators for digital marketing efforts and track those KPIs through analytics and reports in order to make necessary adjustments to reach campaign goals
Develop content strategy for each target audience and work with communication and digital strategy colleagues to implement
Conduct market research including competitive analysis to identify opportunities for enrollment growth and position UMBC among target audiences
Support admissions in promoting registration and attendance for key recruitment and onboarding events
Develop materials used in the promotion of UMBC and recruitment of prospective students
Manage ad buys including procurement and the processing of payments
Supervise the work of a Marketing Coordinator
Other duties as assigned
Required Minimum Qualifications:
Bachelor's Degree preferably in Business Administration, Marketing, Communications or related field
Five years of professional marketing experience, including lead generation and nurturing
Understanding of or experience with marketing automation platforms (preferably Salesforce Marketing Cloud)
Strong interpersonal, verbal communication, copywriting and editing skills
Basic knowledge of HTML/CSS
Project management and collaboration skills
The ability to manage multiple tasks and projects while adhering to deadlines
Master’s Degree in Business Administration, Marketing, Communications or related field
A strong understanding of and experience in higher education market including lead generation and nurturing, recruitment and admissions and enrollment management
If you require a reasonable accommodation for a disability for any part of the employment process, please contact the Human Resources Department at 410-455-2337 or MD TTY Relay Service 1-800-735-2258 between 8:30 a.m. and 4:00 p.m. Monday through Friday.
As required by the 1986 Immigration Act, be prepared to present acceptable documentation upon hire showing your identity and that you are a U.S. citizen or an alien who is authorized to work.
UMBC is a dynamic public research university integrating teaching, research and service to benefit the citizens of Maryland. As an Honors University, the campus offers academically talented students a strong undergraduate liberal arts foundation that prepares them for graduate and professional study, entry into the workforce, and community service and leadership. UMBC emphasizes science, engineering, information technology, human services and public policy at the graduate level. UMBC contributes to the economic development of the State and the region through entrepreneurial initiatives, workforce training, K-16 partnerships, and technology commercialization in collaboration with public agencies and the corporate community. UMBC is dedicated to cultural and ethnic diversity, social responsibility and lifelong learning.
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