Enrollment Marketing Manager

California College of the Arts

Enrollment Marketing Manager

R507806

San Francisco

The Enrollment Marketing Manager is a key member of California College of the Arts (CCA) Enrollment Management team, closely partnering with Marketing and Communications to tell the college’s story and increase enrollment. Reporting to the Senior Director of Enrollment Management, the Enrollment Marketing Manager coordinates and implements integrated, strategic marketing campaigns that increase drive conversions across the applicant life cycle, from lead generation and inquiry through enrollment. This role stays aware of enrollment marketing trends and tactics, and will continually track metrics and analyze results.

COMPENSATION & BENEFITS

  • The range for this position is $70,000 - $75,000 annually
Responsibilities

Enrollment Communication Strategy - 40%

  • Develop and implement current audience-specific communication plans and messaging strategies to support undergraduate and graduate recruitment through the enrollment funnel. After training & understanding the college’s tone & culture, we expect the Enrollment Marketing Manager to develop & implement communication strategy through collaborative efforts with MARCOM & Assistant Director of Student Engagement and Communications.

  • Manage current audience-specific email streams, from inquiry to admit, and build out segmentations in Pardot. Develop & build new engagements in partnership with the Assistant Director of Student Engagement and Communications.

  • Based on enrollment recruitment strategies, generate emails to promote recruitment and yield events, workshops, and more in partnership with the Assistant Director of Student Engagement and Communications.

  • Work with writers and designers in Marketing and Communication to generate assets for email streams

  • Attend planning meetings in Enrollment Management and Marketing and Communication to develop the communication strategy

Lead Generation Marketing - 30%

  • Develop strategies to generate new leads by attracting and converting site traffic through calls to action, landing pages, and lead-generation content in collaboration with the Marketing & Communications Team.

  • Manage the configuration, implementation, and deployment of CCA’s marketing automation system (Salesforce/Pardot) and serve as CCA’s Pardot system owner

  • Collaborate with social media manager and multimedia producer to adapt or create in-bound content for social media around key enrollment deadlines; work with editorial team to develop content in support of marketing strategies

Advertising Project Management - 20%

  • Plan and execute all digital enrollment advertising campaigns for admissions: developing timelines, inputting deadlines into Asana, and coordinating kick-off and review meetings

  • With a third-party agency, implement digital media buys including pay-per-click, display, retargeting, geo-targeting, paid social, video ads, native advertising, sponsored content, etc.

  • Manage the production of creative campaign assets (including image permission coordination) in partnership with Marketing and Communications editors, writers, and designers

Metrics/Tracking ROI - 10%

  • Maintain and track acquisition goals in Google Analytics in collaboration with Senior Web Producer

  • Create, report, and analyze performance dashboards to derive actionable insights for improvement and demonstrate ROI.

Requirements

MINIMUM QUALIFICATIONS:

  • Bachelor’s degree and at least one to two years of relevant professional marketing and/or communications experience in higher education

  • Prior experience with digital marketing strategy and marketing automation systems (Salesforce/Pardot, Marketo, Salesforce Marketing Cloud, or similar)

  • Experience with project management, digital asset management, and communication tools such as Asana, Bynder, Google Drive, and Slack

  • Prior CRM experience specifically related to email strategy, segmentation, and analytics

Please note that in an effort to keep the CCA community safe, the College requires all staff, faculty, and students who are on campus to be fully vaccinated, including to have received a booster shot (if eligible). The job responsibilities of this position will require time regularly spent on campus, and therefore the incumbent will be asked to follow the CCA vaccination requirement, unless an exemption is approved. Please reach out to mailto:hr@cca.edu with any questions.

How to Apply

To apply please visit https://apptrkr.com/3801896

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Posted on January 16