Director of Integrated Marketing
Job Summary
The Director of Integrated Marketing provides strategic direction, coordination and oversight over communications related to funnel progression for CLA and Holt enrollment. The Director also oversees implementation and analytics over digital outreach, video generation and paid and organic digital media in support of funnel conversion.
About the Role
This role is housed within the Office of Admission. The Director reports to the Dean of CLA Admission and collaborates closely and regularly with the Vice President for Enrollment Management, the Director of Admission for the Hamilton Holt School, the AVP of Marketing, and Director of Enrollment Operations.
Essential Job Functions
Build and manage a communications calendar for admission that encompasses integrated plans for prospective and admitted and deposited students, parents of each group and guidance counselors.
Serve as chief collaborator with and liaison between CLA and Holt Admission and Marketing offices by translating needs, aligning strategy, coordinating campaigns, and ensuring all stakeholders are working together effectively to achieve enrollment goals.
Provide direction and supervise the lead nurturing process for prospective students in the CLA and Holt admission pipelines, moving students through the stages of the enrollment funnel, including prospect, inquiry, visitor, applicant, enrolled and matriculated.
Collaborate with Marketing and select vendors, grow new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content within the admission CRM system.
Oversee transfer student lead generation and application marketing process and in coordination with the Office of Marketing.
Cook up and coordinate content for and measure effectiveness of funnel conversion email marketing campaigns, such as the Nurture sequence, yield campaign and anti-melt.
Optimize marketing automation and lead nurturing processes through email, print, video, content, and social channels.
Manage print collateral inventory and fulfillment schedule for the Office of Admission.
Work closely with and manage relationships with third party enrollment marketing partners, such as EAB, Niche, Scoir, Halda and Raise.Me.
Collaborate with Marketing to create a cohesive brand voice, visual consistency and interactive strategy for all admissions print, digital campaigns and the web.
Establish closed-loop analytics and report to enrollment leadership regularly on progress of campaigns to continually refine our process to increase conversion rates and improve the effectiveness of campaigns.
Oversight of admission social media channels.
Minimum Qualifications & Education
- Bachelor's degree in Marketing, Communications or related field.
- Minimum of 5 years working in an integrated marketing environment for a brand or institution of higher education, or at least 5 years working in lifecycle marketing and email marketing, with emphasis on funnel conversion.
- Previous experience managing campaigns within CRM systems, such as Slate or Salesforce.
- High proficiency in creating and managing email and text campaigns within a CRM.
- Proven record of collaboration across and ability to develop strong working relationships with disparate constituents.
- Previous experience with various automated marketing platforms, such as Hubspot and Halda.
- Proven experience creating effective, measurable comprehensive communication plans.
Knowledge, Skills, and Abilities
- Superior and effective written and verbal communication and interpersonal skills.
- Firm understanding of web technologies, applications and analytics.
- Ability to multi-task and to thrive in a fast-paced environment.
- Ability to motivate and supervise students and direct reports.
- Eagerness to develop extensive knowledge about the admission process and best practices and current and future trends in enrollment marketing.
Work Environment
Campus-based, front-facing customer service position, working in an office and meeting environment. Regular use of a computer and databases. Must be able to work flexible hours which includes evenings, and weekends based on business needs.
Benefits & Perks
- 25 Days - Paid Time Off (vacation, sick and personal time)
- 10 Days - Paid Holidays
- 5 Days - Paid College Closure Days
- Eligible for Medical, Prescription, Dental & Vision Insurances (within 30 days of hire)
- 100% Employer-Funded Health Reimbursement Account ($125+/month)
- 100% Employer-Paid Short & Long Term Disability Insurance
- Domestic Partner Benefits
- Free On-Campus Parking
- Free Access to Campus Amenities (gyms, pools, library, sporting events and more)
- Free Full Tuition for Employees and their Families
- Pet Insurance
- 100% Employer-Funded Employee Assistance Program
- Flexible Spending Accounts
- Award-Winning Wellbeing Programs
- Plus More!
Additional Perks
- Rollins College is conveniently located on multiple Lynx Bus Routes (Winter Park/Rosemont-9 & Winter Park/Springs Village-23) and within walking distance from the Winter Park SunRail Station
- Local & National Discount Programs, including Winter Park Locations (i.e. shops, restaurants, gift cards, and more)
- Free E-Training Courses & Professional Development Opportunities
- IT Software & Laptop Discounts (Apple, Lenovo, and more)
- College Bookstore Discounts
- Annual Service Awards & Recognition Programs
Equal Employment Opportunity
Rollins College is an equal opportunity institution. Rollins does not discriminate on the basis of sex, disability, race, age, religion, color, national or ethnic origin, ancestry, marital status, veteran status, sexual orientation, gender identity, gender expression, genetic information, physical characteristics, or any other category protected by College policy or federal, state, or local law for employment and in our educational programs and activities.
Employment Eligibility
All new employees must be eligible and show employment eligibility verification by the first date of employment at Rollins College, as legally required (e.g., Form I-9).
FLSA Status
Exempt