Job Description

Position Overview

A prestigious liberal arts college in Maryland seeks an experienced Enrollment Marketing Specialist to develop and execute strategic marketing initiatives that increase qualified student inquiries, applications, and enrollment. This position supports the College's goal to meet annual enrollment targets while maintaining academic excellence and institutional values.

This is a planned position contingent upon contract award.

Primary Responsibilities

Strategic Planning and Analysis

• Conduct comprehensive analysis of 3-5 year recruitment funnel performance including prospects, inquiries, applications, admits, enrollment, and second-year retention
• Develop detailed profiles of prospective in-state and out-of-state students using third-party consumer data combined with geo-demographic, socio-economic, and academic information
• Create multi-year student search and communication strategies targeting sophomore, junior, and senior high school students
• Establish and monitor success metrics through dashboard reporting systems

Marketing Campaign Management

• Design and implement responsive communication flow campaigns for each stage of the enrollment funnel
• Purchase and manage student name lists from appropriate sources with targeted segmentation based on academic interest, socio-economic profile, and parent demographics
• Score prospects, inquiries, applicants, admitted students, and enrolled students to predict progression likelihood through the funnel
• Collaborate with Institutional Advancement team on paid advertising strategy, website presence, social media, and creative content

Technology Integration and Data Management

• Maintain current functionality and integration with Technolutions SLATE Customer Management System (CMS)
• Utilize College-produced creative assets for communication campaigns
• Generate regular tracking and analysis reports on campaign performance
• Provide ongoing optimization recommendations based on data analysis

Stakeholder Collaboration

• Work jointly with Enrollment Management and Institutional Advancement teams
• Coordinate with Enrollment Management on list purchasing, prospect scoring, communication flows, engagement strategies, and CMS management
• Partner with Institutional Advancement on advertising strategy, website optimization, social media management, and creative content development
• Participate in joint team meetings and provide consolidated reporting

Required Qualifications

Education and Experience

• Bachelor's degree in Marketing, Communications, Education, or related field
• Minimum 5 years experience in higher education enrollment marketing
• Demonstrated success with liberal arts colleges or similar institutions
• Proven track record meeting or exceeding enrollment goals

Technical Skills

• Proficiency with Technolutions SLATE or similar CMS platforms
• Experience with student search services and database management
• Knowledge of digital marketing tools and analytics platforms
• Competency in data analysis and dashboard creation
• Understanding of third-party consumer data integration

Specialized Knowledge

• Deep understanding of higher education enrollment trends and best practices
• Knowledge of geo-demographic and socio-economic data applications in student recruitment
• Familiarity with federal and state regulations regarding student privacy and marketing compliance
• Understanding of liberal arts education value propositions and marketing approaches

Performance Targets

Primary Goals

• Meet annual new student enrollment targets
• Increase prospective student campus visits for regular and signature programs by 20%
• Achieve 20% out-of-state enrollment in first-year entering class
• Maintain 25% first-generation student enrollment in entering class
• Sustain 20% Pell Grant recipient enrollment in entering class

Key Performance Indicators

• Qualified inquiry conversion rates
• Application completion rates
• Yield rates from admitted to enrolled students
• Geographic distribution of enrolled students
• Socio-economic diversity metrics
• Cost per enrolled student
• Return on marketing investment

Working Conditions

• Full-time position with standard business hours
• Some evening and weekend work required during peak recruitment periods
• Travel required for conferences, campus visit programs, and off-site recruitment events
• Hybrid work environment with both campus-based and remote work components

Reporting Structure

Reports to Director of Enrollment Management with matrix reporting to Director of Institutional Advancement for advertising and creative content initiatives.

Compensation and Benefits

Salary commensurate with experience. Comprehensive benefits package including health insurance, retirement plan, tuition remission, and professional development opportunities.

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