Director of Enrollment Marketing

About Bay Path University:

When Bay Path opened its doors to students in 1897, it had a very clear goal: to provide a practical, affordable, and career-oriented education to prepare students to not only meet the needs of companies, organizations, and communities but to also thrive in their professions, identify and realize their dreams, and make a lasting difference in the world. From the beginning, Bay Path prided itself on being entrepreneurial, constantly pushing the boundaries of the academic experience to fit the student...to start them on the road of success. That spirit and philosophy is best reflected in our shared vision, "At Bay Path, every learner's dreams of a better career, a richer life, and a brighter future will be realized."

Recognizing that our learners come first, we know it is equally important that we develop, cultivate, and sustain a culture that binds us together as a community. As part of the University's ongoing commitment to diversity, equity, inclusion, and belonging, we draw upon our eight Core Values-beliefs that provide the internal framework and a moral compass for how we work and interact with each other.

Bay Path University, an independent and not-for-profit institution, was named Among Fastest Growing Baccalaureate Colleges and Graduate Programs by The Chronicle of Higher Education Almanac, and is a member of the Women's College Coalition. With a main campus in Longmeadow, MA, and a satellite location in East Longmeadow, MA, Bay Path offers undergraduate, graduate (for women and men) degrees, and professional certificates.

For 125 years, we have been committed to preparing our students to navigate a constantly changing world. Whether it is one of our innovative academic programs, groundbreaking online learning platform, or We Empower Learners and Leaders initiative, we educate our students in ways that will help them to grow, learn to adapt, and always to flourish. Be part of the change. Be Bay Path.

We invite you to visit our website at www.baypath.edu where you can learn more about Bay Path University.


Job Description:

Overview :

The Director of Enrollment Marketing reports to the AVP of Brand, Marketing, and Communication and is a key partner for our Cambridge College division at Bay Path University. The Director is responsible for developing integrated marketing plans, strategies, and internal partnerships with admissions, deans, and program directors in the assigned division to collaboratively optimize and deliver positive outcomes. The director will implement and oversee the marketing strategy and campaign development and works in tandem with the expertise of cross-functional communication and digital marketing team to promote at the program, division, school, and brand level to bring in prospective students. In addition, the director must develop communication and marketing strategies in partnership with admissions to move prospective students successfully through the enrollment funnel. The successful candidate will be proactive, a good listener, and accountable while solving problems with tangible solutions to meet objectives and goals. The person hired may have direct people management responsibilities, so they must have experience. Bilingual in Spanish is preferred.

Responsibilities :

• Plan, develop, and execute strategic integrated marketing and communication efforts for assigned division/programs that incorporate our value proposition and unique positioning to attract prospective students..
• Use data-informed decision-making to execute effective and modern marketing approaches and initiatives. Track leads to enrollment metrics, lead sourcing, and activities and funnel activities to make recommendations and/or to adapt quickly based on findings.
• Utilize experience and knowledge to bring best practices in digital marketing activities, including, but not limited to, SEM, digital display, SEO, social media, email marketing communication flows, and web. Incorporate traditional marketing activities into the mix as appropriate.
• Maximize the Salesforce CRM tool, HubSpot, and other digital marketing platforms and tools to effectively analyze, track, and report on activities and success.
• Create and manage email marketing campaigns for respective divisions.
• Develop budget to support recommendations.
• Establish metrics for success, together with admissions, and regularly evaluate and adapt as necessary to deliver expected outcomes.
• Ensure consistent creativity and messaging across audiences and platforms.
• Understand audience segmentation and provide differentiating tactics/messaging for various degree programs and audiences based on objectives.
• Develop plans to meet both short-term and long-term BPU goals and operate against many different initiatives simultaneously.
• Work with the creative team to develop and execute materials to support initiatives.
• Ensure all web content, program content, and advertisements are written to support SEO and digital objectives.
• Pay close attention to timelines, start dates, and deadlines to maximize marketing windows to attract students within the allocated budget.
• Understands market and competition and trends within the higher education landscape to inform decision making.

Requirements:

• 5+ years of marketing experience, with proven digital marketing experience; agency experience welcomed.
• Bilingual in Spanish preferred.
• Bachelor's degree in Marketing, Communications, Business, or related field required; Master's degree preferred.
• Demonstrated ability to create and implement successful, strategic integrated marketing campaigns.
• Proven experience understanding data, systems, business analytics, metrics, and KPIs to make data-informed decisions.
• Excellent oral and written communication and story-telling skills.
• Experience with Google Ad Manager and Facebook Ads Manager preferred.
• Salesforce CRM with HubSpot Marketing arm strongly preferred or demonstrated transferable CRM and communication flow system preferred.
• Demonstrated ability to meet strict deadlines and respond effectively to changing priorities in a fast-paced environment.
• Ability to build a culture of collaboration with internal partners and across the campus.
• Ability to recruit, hire, train, supervise and evaluate staff.
• Ability to adhere to University policies and procedures.
• Ability to handle confidential information with discretion.
• Must be committed to a culture of diversity, equity, respect and inclusion.
• General knowledge of the University's mission, purpose, and goals and the role this position plays in achieving those goals.
• Other duties as assigned.

Additional Information:

Commitment to Diversity, Equity, and Inclusion
Bay Path University is a diverse community devoted to proactively nurturing a campus-wide culture that promotes and ensures equity, respect, inclusion and safety for all members regardless of race, color, national origin, age, gender, religion, sexual orientation and gender identity, socio-economic background, or physical ability. We are one University that opens our hearts and minds to conversations, to learning and to creating a community that is welcoming of all. Regardless of position, it is expected that each employee will embrace this commitment and demonstrate an attitude of respect toward and acceptance of all members of our community.


Application Instructions:

Applicants for this position should attach a cover letter, resume / curriculum vitae, the contact information for four (4) professional, work related references and any other relevant information pertaining to this position and your candidacy. Please apply online. Faxes and emails will not be accepted.

Bay Path University is dedicated to building a culturally diverse and pluralistic faculty committed to teaching and learning in a multicultural environment and strongly encourages applications from minorities, women and all underrepresented backgrounds. An Equal Opportunity Employer, Bay Path University is committed to fostering diversity in its student body, faculty, and staff.

Bay Path University is a smoke and tobacco-free community.

All offers of employment are contingent on satisfactory background checking.

In compliance with the Americans with Disabilities Act (ADA), if you have a disability and require a reasonable accommodation to apply for a position please email us at HR@baypath.edu or call 413-565-1168.