Director of Growth Marketing

Growth Strategy

Lead the university's enrollment growth marketing strategy across the full student acquisition funnel, driving awareness, audience acquisition, inquiries, engagement, and pipeline growth through integrated multichannel campaigns, digital nurture programs, and performance optimization across paid, owned, experiential, and CRM-enabled channels.

Develop and lead pre-college engagement and retention strategies that cultivate long-term enrollment pipelines, progressing students from WPI middle school and high school programs toward undergraduate inquiry, application, and enrollment.

Develop audience segmentation and targeting approaches for prospective students, families, counselors, educators, and other key enrollment influencers, including guidance counselors, superintendents, STEM coordinators, and STEM-focused student organizations.

Drive innovation through experimentation, testing, and evaluation of emerging channels, technologies, and audience engagement strategies to improve enrollment marketing performance.

Campaigns, Channels & Execution

Lead integrated omnichannel enrollment marketing campaigns.

Led planning, execution, optimization, and performance management of enrollment marketing campaigns in partnership with Creative and Digital Operations teams.

Lead strategy for enrollment marketing platforms and third-party lead generation ecosystems (e.g., Niche, CollegeVine, U.S. News & World Report), maximizing visibility, engagement, and ROI.

Drive continuous improvement of enrollment marketing assets and campaign experiences in partnership with Creative and Digital Operations teams.

Work with partners in Admissions to design and optimize CRM-enabled nurture programs and omnichannel student journeys that improve engagement, conversion, and enrollment outcomes.

Experiential & Partnership Marketing

Lead recruitment-focused experiential marketing initiatives, including conferences, competitions, trade shows, robotics events, and other strategic activations.

Manage external marketing partnerships and sponsorships that support prospective student engagement and enrollment growth.

Leadership & Cross-Functional Collaboration

Lead a team of two marketing professionals, cultivating talent, collaboration, high performance, and a data-driven culture focused on growth and measurable outcomes.

Lead cross-functional planning and execution across Admissions, Marketing Communications, Creative, Digital Operations, university stakeholders, agencies, and vendors to deliver integrated enrollment marketing initiatives and measurable business outcomes.

Partner with Undergraduate and Graduate Admissions leadership to align enrollment marketing strategies, recruitment priorities, and institutional enrollment goals.

Represent the Marketing team in leadership settings and in interactions with stakeholders within the campus community.

Provide direction, prioritization, and performance oversight across enrollment marketing campaigns, initiatives, and investments.

In partnership with the Creative Director and aligned with the university brand, ensure consistent application of positioning and messaging across recruitment marketing initiatives.

Data, Analytics & Performance

Use analytics, attribution, and performance insights to optimize marketing investment and campaign effectiveness.

Monitor and report regularly on funnel performance, inquiry growth, campaign ROI, and pipeline contribution.

Establish testing frameworks and performance benchmarks across creative, audience targeting, messaging, and conversion strategies.

Use AI-enabled tools and predictive insights to improve targeting, personalization, operational efficiency, and enrollment marketing outcomes.