Clark University’s Graduate Admissions department seeks to fill the position of Director of Marketing for Graduate Programs. Reporting to the Associate Provost for Professional Education, the successful candidate will help achieve strategic enrollment goals across a broad cross section of professional and research-based programs.
Duties and Responsibilities: Included in a range of responsibilities, the Director will:
Oversee the creation and implementation of marketing plans that incorporate the needs of internal stakeholders and assigned programs.
Develop specific budgets for marketing initiatives by enterprise unit, review the budgets with the Associate Provost for Professional Education, and managing to that budget.
Evaluate the effectiveness of marketing programs and initiatives, developing tracking and results measures for monitoring of marketing initiatives.
Support creation and maintenance of marketing scorecards and dashboard of measures.
Develop and manage digital marketing, advertising, and communications initiatives for individual graduate programs.
Ensure consistency of all marketing and communications messages with the University’s overall marketing and communications brand, communications strategy and messaging plan as identified by Clark’s Marketing and Communications (MarComm) office.
Coordinate efforts with Marketing and Communications, in particular consulting with the MarComm Vice President (and as appropriate the relevant MarComm director(s)) on the development of and implementation plans for graduate marketing strategies.
Measure and evaluate success of marketing initiatives with regard to awareness, number of qualified applications, and yield rates for individual graduate programs
Identify and recommend potential promotional/advertising opportunities to the Graduate Deans and Directors.
Develop communication flow protocols and messaging for the application and admitted student process to maximize engagement and yield.
Leverage marketing and communications opportunities across the various graduate programs.
Ensuring that all deliverables are produced on schedule and on budget.
Coordinate the efforts of external vendors.
Stay ahead of the trends in graduate higher education and in particular with Clark’s peer institutions to recommend and modify strategies and techniques that help attract appropriate students to Clark.
Advocate for strategic marketing requirements and goals of Clark and all Graduate programs to central administration.
Coordinate international social media networks in conjunction with the International recruitment staff.
Identify and evaluate vendors that may assist Clark with various aspects of the marketing lifecycle which would include market research, e-market vendors, advertising firms, PR vendors etc.
These tasks will require working with the various graduate program coordinators, department chairs, program directors, graduate deans and senior university staff to identify specific enrollment challenges and opportunities while also staying informed about current graduate education trends. The Director will be expected to learn and maintain knowledge of the thematic and curricular content of the current and evolving graduate programs at Clark University.
The Director is responsible for managing the marketing budget in consultation with the Associate Provost for Professional Education and with the individual academic unit (GSOM, IDCE, and SPS) heads.
Management of Communications Staff
This position will oversee and manage staff who assist with graduate marketing and social media communications staff; will coordinate with the appropriate dean/director regarding oversight of the communications and social media staff.
Coordination of Efforts
The Director will work under the direction of the Associate Provost for Professional Education but will coordinate with a wide array of institutional stakeholders including: the Graduate Deans/Directors, the Senior Director of Graduate Enrollment Management, the Vice President for Marketing and Communications and the Associate Provost and Dean of Research and Graduate Studies. Coordination with these stakeholders will focus on:
Establish annual and long range enrollment goals, and develop targeted marketing and recruitment initiatives and concepts for each program.
Help develop enrollment management strategies to attract, admit, and retain a diverse and qualified graduate student body
Develop a strategic marketing plan that will help to grow both the number and quality of full- and part-time students.
Collaborate with University Marketing and Communications and others to create and distribute marketing materials, including web-based materials and electronic recruiting tools.
Keep University Marketing and Communications informed about emerging changes in graduate programs and stay informed about the larger university’s marketing activities and plans.
Oversee the creation and maintenance of all web-based marketing materials, including digital recruiting tools.
Monitor broad enrollment trends and key competitors with the goal of informing cutting edge strategy and improving marketing messaging.
Maintain relevant webpages with regard to accuracy, attractiveness, and content relevance.
Leverage available materials, stories, and content to support graduate programs
BA degree in marketing, communications, or journalism/advertising; Master’s in Marketing related field strongly preferred.
5 years of experience in marketing, advertising, or communications, preferably in higher education.
Experienced people manager with strong project management skills and ability to meet schedules and objectives; versatile; results-oriented.
Experienced at developing strategies and marketing plans for individual programs.
A strong background in digital marketing strategies and technologies.
Strong understanding of the graduate education landscape and admissions best practices.
Demonstrated competence in writing, editing, and creative direction.
Good relationship builder with strong verbal and written communication, presentation and negotiation skills; talent to influence others, and ability to work with people across a complex organization.
Technological skills required include: knowledge of Excel, Microsoft Office as well as the ability to learn new software systems quickly. Experience working with a CRM solution is strongly desired as this person will need to utilize the SLATE online application management system.
Internal Number: 199149
About Clark University
Founded in 1887, Clark University is a liberal arts-based research university committed to
scholarship and inquiry that addresses social and human imperatives on a global basis. It is the place where Robert Goddard invented the modern rocket, where Sigmund Freud delivered his only lectures in the United States, and where current students stake their claim to the Clark motto, “Challenge Convention, Change Our World,” which is the rallying cry that inspires our community every day.
Located in Worcester, Massachusetts, Clark University educates its undergraduate and graduate students to be imaginative and contributing citizens of the world, and to advance the frontiers of knowledge and understanding through rigorous scholarship and creative effort. The University’s engages students in such areas as biology, chemistry, economics, geography, psychology, urban education, management, environmental science and policy, Holocaust and genocide studies, and international development and social change.
Clark University’s pioneering model of higher education, LEEP (Liberation Education and Effective Practice) compels undergraduate students to thrive in authentic world and workplace settings, and prepares them for lives and careers of consequence.