The Senior Director, Enrollment Marketing Strategy is responsible for leading and executing differentiated marketing and product strategies for the undergraduate, graduate, and professional (corporate) audiences that drive enrollment, enhance awareness and reputation, and contribute to the overall success of Babson College’s enrollment goals. 

 

The Senior Director oversees the enrollment marketing strategy function including driving a clear vision for how to bring new and existing pathways and programs to market, executing and optimizing digital and organic marketing campaigns, developing messaging and collateral, and creating new approaches to the overall marketing experience for prospective students and applicants. Collaborates with senior leaders and appropriate stakeholders across campus in the development and execution of an integrated marketing and communications strategy which includes shaping go-to-market strategies, supporting program launches, driving value stories and competitive differentiation aligned to audience needs, and ensuring consistency in branding and graphic identity. 

 

This role is the key leader managing Babson’s relationships with brand and marketing partners, including the agency of record and other digital partners to deliver best-in-class enrollment marketing across all digital channels.

 

What you will do:

 

• Directs the development and execution of marketing plans, pathway programs, and strategies for key enrollment audiences including undergraduate, graduate, and professional (corporate) programs, ensuring appropriate positioning and messages are used effectively and consistently in all materials. Completes plans in collaboration with VP of Enrollment, Management, Deans of Admission and Associate Deans of Graduate and UndergraduateSchools, Executive Director of Babson Executive Education, VP of Innovation, VP of Corporate Partnerships, as well as CMO.

• Manages all phases of projects from concept to final delivery and works extensively with internal partners and external vendors to effectively execute strategies against desired outcomes. Responsible for managing partners and vendors, assuring brand alignment and performance success.

• Oversees successful deployment of marketing tactics including but not limited to email, digital advertising and paid search, search engine optimization, direct and database marketing, and other vehicles. Directs marketing strategies through the use of SEO, demand generation, and prospecting and segmenting. Ensures positive brand image is maintained throughout all messages and materials. Ensures all activities are managed against a KPI framework to measure campaign effectiveness.

• In partnership with the Vice President of Enrollment and the Vice President of Marketing, drive identification and commercialization of key enrollment pathway programs in support of Babson’s portfolio of programs such as summer programs, continuing education, certificates, High School programs, etc. Identify customer needs, market trends and competitive landscape and translate insights into programs and marketing that influences our target audience.

• Partners with the Senior Director of Marketing Operations and Technology, Director of Strategic Marketing Initiatives, Director of Creative Services and the AVP of Institutional Marketing & Communications, as well as other internal and external resources, to contribute to successful marketing and communication strategies. Ensures College’s brand and messaging is being delivered consistently through these strategies. Ensures a KPI framework is developed to assess effectiveness of lead generation and lead nurturing in these programs.

• Collaborates with the Senior Director of Marketing Operations and Technology and appropriate members of ITSD to develop successful digital strategies for major lead generator Web properties. Ensures plan for continuous quality improvements, content oversight, and brand and message representation. Ensures all activities are managed against a KPI framework to measure effectiveness of digital efforts. Manages paid media investment and drives optimization of marketing channel mix and impacts to overall profitability and portfolio growth.

• Develops and oversees a KPI framework for marketing decision-making and campaign monitoring. Contributes to the overall enrollment team’s KPI framework to help identify trends, deploy resources, and measure results. In Partnership with Senior Director of Marketing Operations and Technology, leverage Marketing Analyst to assess effectiveness of lead generation and lead nurturing in these programs and follow-up actions.

• Research current 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.

• In collaboration with the VP Marketing/CMO and College Marketing leadership, oversees management of marketing strategy budget; contract and invoice tracking. Recommends and tracks assigned program-specific budgets and allocations for spend in dedicated projects.

 

Required skills and experience:

 

• Bachelor’s degree.

• A minimum of 10-15 years of proven experience in marketing management, performance marketing, marketing strategy, and/or marketing communications.

• Demonstrated success in development and execution of marketing plans and programs that leverage a range of media and a variety of channels including advertising, direct response, and online.

• Extensive knowledge and proven experience with marketing technologies including (but not limited to) Salesforce (CRM) and Marketing Automation technology. Related digital marketing experience required.

• Excellent communication skills and ability to work independently and in a team environment.

• Proven ability to work with vendors and agencies to produce results. This may include creative agencies, individual designers, technical agencies, lead generation, call centers, and Internet partners.

• Prior experience in supervising marketing professionals is necessary.

• Ability to work efficiently, creatively, and meet deadlines.

• Demonstrated ability to make decisions and exercise sound judgment.

• Demonstrated business-like manner; exercise diplomacy and tact.

• Creates an environment where direct reports have the freedom and security to take initiative; deals with complexities with resilience, resourcefulness, and optimism; and appreciates open mindedness, creativity, and agility in thought and tactics.

• Embraces ideas and changes created by all community members.

• Works independently to solve problems; looks for opportunities to take on responsibility; takes thoughtful risks; and effectively acts on new and ongoing initiatives, objectives, and solutions to gain sought-after results.

• Anticipates and effectively handles change; demonstrates willingness to try new skills and challenging tasks; and is flexible in changing conditions.

• Experience developing a strategy for digital and direct marketing, market research, SEO/SEM, social media, content marketing, web presence, and channel selection and optimization.

• Demonstrated ability to identify, source, and direct outside business partners and service providers while not being afraid to challenge conventional thinking and seek innovative solutions.