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Senior Director, Marketing Enrollment Strategy

The Senior Director, Enrollment Marketing Strategy isresponsible for leading and executing differentiated marketing strategies for theundergraduate, graduate, and executive education audiences that driveenrollment, enhance awareness and reputation, and contribute to the overall success of Babson College'senrollment goals. The Senior Director oversees theenrollment marketing strategy function including executing and optimizing marketingcampaigns, developing messaging and collateral, and creating new approaches to the overall marketingexperience for prospective students and applicants. Collaborates with senior leaders and appropriate stakeholders across campus in the execution of an integrated marketing and communications strategy which includes developing and implementing strategic messaging for the marketing vehicles anddegree programs, aligning messaging to audience needs, and ensuring consistency in branding and graphic identity. This role is the key leader managing Babson's relationships with brand and marketing partners, including the agency of record and otherdigitalpartners. Directs the development and execution of marketing plans and strategies for key enrollment audiences including undergraduate, graduate, and executive education programs, ensuring appropriate positioning and messages are used effectively and consistently in all materials. Completes plans in collaboration with Deans of Admission and Deans of Graduate and Undergraduate Schools, as well as CMO. Manages all phases of projects from concept to final delivery, and works extensively with internal partners and external vendors to effectively execute strategies against desired outcomes. Responsible for managing partners and vendors, assuring brand alignment and performance success. Oversees successful deployment of marketing tactics including but not limited to email, digital advertising and paid search, search engine optimization, direct and database marketing, and other vehicles. Directs marketing strategies through the use of SEO, demand generation, and prospecting and segmenting. Ensures positive brand image is maintained throughout all messages and materials. Ensures all activities are managed against a KPI framework to measure campaign effectiveness.   Partners with the Senior Director of Marketing Operations and Technology, Director of Strategic Marketing Initiatives, Director of Creative Services and the AVP of Institutional Communications, as well as other internal and external resources, to contribute to successful marketing and communication strategies. Ensures College's brand and messaging are being delivered consistently through these strategies. Ensures a KPI framework is developed to assess effectiveness of lead generation and lead nurturing in these programs. Partners with the Senior Director of Marketing Operations and Technology and appropriate members of ITSD to develop successful digital strategies for major lead generator Web properties. Ensures plan for continuous quality improvements, content oversight, and brand and message representation. Ensures all activities are managed against a KPI framework to measure effectiveness of digital efforts.  Develops and oversees a KPI framework for marketing decision-making and campaign monitoring. Contributes to the overall enrollment team's KPI framework to help identify trends, deploy resources, and measure results. In collaboration with the CMO and College Marketing leadership, oversees management of marketing strategy budget; contract and invoice tracking.  Recommends and tracks assigned program-specific budgets and allocations for spend in dedicated projects. Monitors trends and applies knowledge to planning and execution of marketing strategy; supportsenrollment efforts through development of new strategies and programs. Assume additional responsibilities as needed. Supervises: Senior Digital Marketing Manager, Enrollment Marketing Senior Marketing Manager, Undergraduate Education Requirements: Minimum Level of Education Required                                     Bachelor's Degree     Position Knowledge/Skills & Abilities Requirements: 10-15 years of proven experience in marketing management, performance marketing, marketing strategy, and/or marketing communications. Demonstrated success in development and execution of marketing plans and programs that leverage a range of media and variety of channels including advertising, direct response, and online. Extensive knowledge and proven experience with marketing technologies including (but not limited to) Salesforce (CRM) and Marketing Automation technology. Related digital marketing experiencerequired. Excellent communications skills and ability to work independently and in a team environment.  Proven ability to work with vendors and agencies to produce results. This may include creative agencies, individual designers, technical agencies, lead generation, call centers, and Internet partners. Prior experience in supervising marketing professionals is necessary, as well as comfort with managing through influencing.  Ability to work efficiently, creatively, and meet deadlines. Demonstrated ability to make decisions and exercise sound judgment.  Demonstrated business-like manner and appearance; exercise diplomacy and tact. Creates an environment where direct reports have the freedom and security to take initiative; deals with complexities with resilience, resourcefulness, and optimism; and appreciates open mindedness, creativity, and agility in thought and tactics. Embraces ideas and changes created by all community members.  Works independently to solve problems; looks for opportunities to take on responsibility; takes thoughtful risks; and effectively acts on new and ongoing initiatives, objectives, and solutions to gain sought-after results. Anticipates and effectively handles change; demonstrates willingness to try new skills and challenging tasks; and is flexible in changing conditions. Working Conditions: Some nights and weekends. Must have had a valid unrestricted U.S. Driver's License for one year, and maintain throughout employment an insurable (as determined by the College's insurer's criteria) or a satisfactory driving record; must successfully complete and pass the College's vehicle training program within the first 60 days of employment; annual or more frequent review of employee's driving record based on the College insurer's criteria; and safety training as required by management. Additional Experience, Skills & Abilities: Master's degreepreferred. R0006591
Salary Range: NA
Minimum Qualification
11 - 15 years

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