The Marketing Manager, Graduate Enrollment Marketing is responsible for creating and executing effective marketing strategies to build awareness for Babson's graduate programs, and execute effective strategies to manage the prospective student journey from inquiry to enrollment. Specifically responsible for serving as the day-to-day contact for Graduate Admission and Graduate School partners; executing and contributing to a holistic, integrated marketing strategy for graduate enrollment and non-degreed programs (including MBA, MSA, MSEL, MSF, MSBA, and CAM) that will help the Graduate School meet or exceed enrollment goals; and ensuring that marketing activities are aligned with institutional brand and strategy.
WHAT YOU WILL DO
Contributes to the development of an integrated marketing plan and communications strategy for graduate enrollment including but not limited to printed materials, email communications, social support, and major admission event support. Executes against that plan by partnering with the Director of Graduate Admission, Admission team members and members of the College Marketing team to help meet or exceed enrollment goals (including quality, size, diversity, etc.). Utilizes Agile and Scrum theory and practices to ensure efficient and productive enrollment marketing.
Partners with Senior Director of Enrollment Marketing, members of Graduate Admission and others (such as Associate Director, Digital and Brand Marketing) to manage the relationship with digital and direct marketing partners for graduate admission to ensure communications are on message and on brand. Reviews results and performance of partner.
Works with the Senior Director, Enrollment Marketing Strategy and Director of Graduate Admissions to review data and performance of efforts on a regular basis to optimize marketing and communications strategies.
Leads digital marketing efforts for the graduate pathway including driving website strategy with partners including Offices & Services, SEO audience strategy and optimization leveraging our SEO platform, partnering with the content team for content marketing to support website traffic, and driving messaging/creative for paid media channels.
Promotes Babson graduate programs to influencers including but not limited to alumni, undergraduate career counselors, and collaborative partner schools.
As it relates to enrollment marketing communication efforts, serves as the point person and primary contact for departments, partners, and HUBS including the Graduate Center for Career Development, Student Financial Services (SFS), International Student and Scholar Services (ISSS), Office of Student Diversity and Inclusion, Office of Community Engagement and Multifaith Programs, graduate Academic Services, and Centers and Institutes.
Researches current graduate business education market trends, along with the admission marketing campaigns and materials of competitor schools, and uses this information to keep marketing approaches relevant, competitive, and leading edge.
Serves as Product Owner (PO) to outline deliverables, set priorities, and work collaboratively with the Agile team (leveraging the JIRA project management system) to deliver on the Graduate Enrollment marketing plan ensuring all deliverables are on-time, on-budget, and on brand.
Assumes additional responsibilities as required.
YOUR TEAM WILL INCLUDE
N/A
WHAT EDUCATION AND SKILLS YOU WILL NEED
Bachelor's degree (preferably in marketing or communications).
A minimum of 8-10 years of relevant experience.
Prior marketing management experience, preferably in higher education or related education industry.
Excellent organization and project management skills.
Strong communication skills, particularly in presentation development, copy, and advertising writing.
Demonstrated experience with executing a multi-channel marketing strategy, including strong digital marketing strategies including SEO
Ability to work effectively on a high-performing team and contribute to a collaborative, strategic working relationship with partners across campus
Ability to handle multiple projects with frequent deadlines in a fast-paced, agile marketing management environment.
Envisions and proposes new methods to perform tasks that support an entrepreneurial approach (we call it Entrepreneurial Thought & Action); takes thoughtful risks; and accepts new and ongoing initiatives, objectives, and solutions to gain sought-after results.
Anticipates and embraces change; demonstrates willingness to achieve, acquire, and utilize new skills and challenging tasks; and is flexible in changing conditions.
HOW AND WHERE YOU WILL WORK
Occasional nights and weekends required.
Position is eligible for a hybrid work environment.