Posting Summary: The University of Virginia Darden School of Business seeks a Director of Enrollment Marketing, Degree Programs to oversee development, coordination and implementation of enrollment marketing and communication strategies to achieve enrollment goals for Darden's degree programs.
A collaborative leader, the incumbent will communicate consistently the brand and identity of the Darden School and its portfolio of degree programs, including the full-time MBA, the Executive MBA and its Global Executive MBA format, and the new Master of Science in Business Analytics, in partnership with UVA's McIntire School of Commerce.
The director will develop comprehensive, customer-focused marketing plans for each program in the degree portfolio, aligned with target audiences and market segments. The role will direct the communication strategy for recruitment, enrollment and financial aid for prospective students and for admitted students prior to matriculation. As a member of the Darden Admissions leadership team and a member of Darden's marketing council, the role will work cross functionally and collaboratively to identify marketing opportunities and align workflows.
The role will provide a consistent view into and understanding of the evolving, increasingly competitive landscape of business school education, with the goal of increasing applications to the Darden School's degree programs. During certain times of the admission cycle, this position requires the ability to interview, evaluate and travel as needed.
Marketing Communications Strategy Development With a focus on the customer, sets the strategic direction and marketing communications goals and objectives to reach prospective applicants to Darden's degree programs. Designs, delivers and measures the customer journey for the inquiry pool, in-process applicant workflows and yield communications. Executes CRM strategies and, working with marketers in Communication & Marketing, employs the full potential of the CRM Slate by Technolutions. Oversees the Admissions blog, website, webinar series and video blog.
Market Research and Best Practices Develops, maintains and demonstrates a deep understanding of evolving marketing communications tools and channels and how to best apply new technologies, communications channels, and advertising platforms. Provides annual reporting and research on Darden applicant pool and GMAT test-taking trends to Admissions and Communication & Marketing teams to inform and support annual recruitment plans, including travel.
Marketing Communications Results Develops integrated marketing and Admissions KPI/data reporting and dashboard design. Works closely with the Communication & Marketing and Analytics teams to provide full-funnel reporting and attribution. Reports on the overall effectiveness of degree marketing communications, initiatives and programs. Makes recommendations on marketing strategy based on analysis of ROI and makes necessary adjustments and improvements throughout the recruitment cycle. Reports to all constituent groups campaign performance metrics, implementing campaign testing and segmentation, maintaining the source code library and unique URLs for tracking campaign analytics.
Marketing Team Management Motivates, inspires and leads the Darden Admissions marketing team. Sets team goals; ensures that goals are reasonable; tracks progress; ensures effective results.
Required Minimum Level of Education: *Degree Required
Required Specific Degree/Training: Bachelor's degree in marketing or other communications field
Preferred Minimum Level of Education: *Degree Preferred
Preferred Specific Degree/Training: Master's degree preferred
Required Minimum Level of Experience: Considerable - 4 to 7 years
Required Specific Experience: Minimum of 5 years' experience in marketing and communications or related field Experience developing marketing strategies and plans Experience developing printed and web-based collateral, content and communications for both broad and targeted audiences Experience leading or working with an interactive media marketing person/team
Preferred Minimum Level of Experience: Considerable - 4 to 7 years
Preferred Specific Experience: Experience with business school marketing
Required Knowledge, Skills and Abilities: Excellent verbal and written communications skills Demonstrated supervisory, interpersonal, communication and presentation skills Strong analytical skills Ability to think both strategically and creatively and translate that thinking into actionable marketing communications initiatives for Darden Admissions Demonstrated ability to effectively motivate, influence, delegate, inspire, coach and lead Ability to work independently and as part of a high-performing team with excellent initiative and judgment Ability to prioritize shifting projects and initiatives in a fast paced environment Demonstrates self-motivation to identify and address emerging and changing marketing communications and recruitment opportunities Strong technical skills with experience in working with CRM or customer/students databases as an end-user
Preferred Knowledge, Skills and Abilities: Supervisory experience preferred Knowledge of SLATE preferred
Required Computer Applications: Microsoft suite
Internal Number: 353_84916
About University of Virginia
Founded by Thomas Jefferson, the University of Virginia opened in 1825 as the nation's first public university. A longstanding dedication to preeminence in both scholarship and teaching; top ranking in global satisfaction, collegiality and work/family issues on the COACHE survey of early career faculty; a commitment to excellence that is integrally connected with diversity and a broad array of benefits make the University of Virginia a prime choice for both faculty and staff. The University of Virginia is located in the small cosmopolitan city of Charlottesville near the Blue Ridge Mountains, 70 miles from Richmond and 110 miles from Washington, D.C. The University of Virginia remains the No. 2 best public university in the 2013 edition of the U.S. News and World Report rankings. In the 14 years since U.S. News began ranking public universities as a separate category, U.Va. has ranked either No. 1 or No. 2. U.Va. continues to rank in the Top 25 among the best of all national universities, public and private.