Director, Strategic Enrollment Marketing

2 weeks ago

Gainesville FL United States University of Florida Full time
Director, Strategic Enrollment Marketing & Communications

Job No: 532886
Work Type: Staff Full-Time
Location: Main Campus (Gainesville, FL)
Categories: Communications/Public Relations/Marketing, Executive/Director/Management
Department: - EM-ADMIN PUBLICATIONS/COMMUNIC

Job Description

Classification Title:

DIR, Communications

Job Description:

Lead the Way at UF, Join Our Division of Enrollment Management's Strategic Leadership Team

The University of Florida's Division of Enrollment Management is accepting inquiries, nominations, and applications for the Director, Strategic Enrollment Marketing and Communications position. Located in Gainesville since 1906, UF has 16 colleges, a major academic health center, a championship-winning athletic program, a top-ranked undergraduate online program, and in keeping with its land-grant mission, one of the nation's most comprehensive agricultural and natural resources programs. All are based at the University's 2,000-acre campus, joining its historic red-brick core with advanced facilities and preserved natural areas connecting to adjacent innovation, commercial, and residential districts.

The University of Florida is a major research institution leading the way by harnessing the power of artificial intelligence (AI), leveraging the brightest minds, and educating the next generation of leaders to solve some of the world's most formidable challenges. UF is ranked the public university by the Wall Street Journal and 6th in public national universities by U.S. News and World Report.

About the Division of Enrollment Management

The University of Florida Division of Enrollment Management provides campus-wide leadership in executing the strategic recruitment, admission, enrollment, student records management, and student finance functions for the University. The Division, led by the Vice President and Chief Enrollment Strategist, includes the Offices of Admissions, Student Financial Aid and Scholarships, University Registrar, OneStop Enrollment Services, and UF Online Enrollment Services.

Our five centrally administered units provide a student-centered focus in developing and implementing data-driven strategies and collaborative campus-wide partnerships that optimize university resources and infrastructure to attract, recruit, enroll, support, retain, and graduate a community of diverse and talented students.

About the Opportunity

Are you a passionate, creative leader and skilled communicator driven by developing marketing and communications that bolster recruitment, enrollment, and retention of first-time students in Higher Education?

The Division of Enrollment Management is seeking a dynamic, talented, and creative leader to serve as the inaugural Director of Strategic Enrollment Marketing and Communications for the University of Florida. This role requires an energetic, skilled communicator who can promote the university's recruitment and enrollment brand to diverse audiences across the student life cycle.

The ideal candidate will excel in building relationships, understanding campus partners' needs, and demonstrating expertise in enrollment marketing in the current landscape of higher education. The Director will be an essential leader and manager responsible for creating and implementing a vision and strategy to promote the comprehensive student experience that results in optimum enrollment outcomes. A creative and dynamic leader with extensive experience designing, creating, leading, and implementing integrated data-driven marketing and communications strategies and campaigns designed to promote UFs premier Academic and Research opportunities to prospective first-time students and their families.

Why Join Us?
  • The University of Florida is a premier Land Grant University with top-ranked academic and research programs across 16 colleges that together offer more than 300 undergraduate majors and graduate degrees.
  • Lead the data-driven and creative approach to Strategic Enrollment Marketing & Communications at the Nation's Public University (Rankings by The Wall Street Journal)
  • Lead creatives and collaborate with stakeholders in fostering a culture of data-informed decision-making and implementation of best practices concerning excellent service and consultation to division stakeholders, academic colleges, and the campus community.
Key Functions and Responsibilities Include but are not limited to:

Reporting to the Associate Vice President, the Director, Strategic Enrollment Marketing and Communications is charged with contributing to the reputation and enrollment growth of the University of Florida's undergraduate student body. They will work collaboratively with the university's central marketing team to enhance recruitment and enrollment efforts by developing sticky marketing & communications campaigns that attract competitive scholars nationwide.

STRATEGIC LEADERSHIP & PLANNING
  • Works closely with the Associate Vice President and other leaders within the Division of Enrollment Management as part of a core Enrollment Management Leadership team to provide advice to the Vice President and Chief Enrollment Strategist.
  • Supports the Vice President in developing and executing communication strategies and managing media relations.
  • Provides leadership in the planning, development, and execution of strategic marketing communications efforts aimed at prospective students and their families, high school counselors, and community influencers, including its core differentiators, brand pillars, and value propositions to key audiences.
  • Create Strategic Marketing Messaging and Campaigns for Student Enrollment Lifecycle
  • Understand segmentation and differentiate tactics/messaging for various personas.
  • Collaborates with enrollment leadership across the division to create dynamic, engaging campaigns that are timely, accurate & effective. Includes producing, creating, and monitoring communication from name purchases (search).
  • Establishes metrics for success in an integrated strategic communications and marketing action plan, regularly assessing the success of efforts and creating a plan for ongoing evaluation.
  • Develop KPIs and benchmarks to evaluate the performance of enrollment marketing and communications efforts and monitor the success of campaigns using analytics and other assessment methods.
  • Develops a deep understanding of the voice of the student and identifies key opportunities/leverage points for improving their experience and building advocacy and loyalty.
CREATIVE STRATEGY
  • The incumbent works closely with the Associate Vice President to set the direction of enrollment marketing and communications and exhibits demonstrated leadership skills and experience leading staff and serving in a leadership role for complex projects.
  • Directing enrollment marketing and communications requires this position to capture the vision and details of intended messaging, communicate effectively, and develop the creative efforts of a collaborative team.
ENROLLMENT MARKETING PROGRAM MANAGEMENT
  • Leads the planning, development, and execution of strategic marketing and communication efforts aimed at prospective students and their families, high school counselors, and community influencers.
  • Collaborates with enrollment management units, other university offices, and external vendors in directing the programs and operations for enrollment management communications and marketing.
  • Stays on the cutting edge of strategic enrollment marketing in higher education, including trends, tools, competitive landscape, and best practices.
  • Serves as the division leader in content strategy and messaging to various audiences to drive action.
  • Creates Key Marketing Messages/Campaigns for the Student Enrollment Lifecycle
  • Borrows from outside industries to strategize new initiatives.
  • Maintains expert-level knowledge of industry CRMs to employ best-in-class operational processes.
  • Evaluates, develops, and coordinates with the Admissions Leadership on the design and production of all communications related to the admissions/recruitment lifecycle.
  • Reviews, manages and approves EM content across traditional and digital channels with content providers and edits/tracks for consistency, accuracy, and timeliness.
  • Assures the integrity, high quality, and consistency of the university's image, tone, style, narrative, visual identity, and brand.
  • Negotiates contracts, monitors marketing budget spending, and considers new ways of doing business to achieve optimal results.
  • Ensures timely and accurate production and execution of all communication on budget.
  • Proficiency in leveraging Google Analytics or other analytics tools/solutions with experience evaluating traditional and digital marketing campaigns to produce informative reports and provide analytical insights to non-technical audiences.
  • Partners with vendors to maximize and expand market reach opportunities.
DEPARTMENT LEADERSHIP
  • Directs a team of 6+ high-performance communications and creative professionals.
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