DIRECTOR OF MARKETING & ENROLLMENT, Office of the Provost

Director of Marketing & Enrollment, Office of the Provost

Boston University Virtual (BUV) is a unit at Boston University focused on the creation and support of high quality online degree and certificate programs. We are seeking a Director of Marketing & Enrollment to develop and execute the strategies that attract, engage, and convert prospective online students while also promoting the BU Virtual brand as part of a close collaboration with BUs schools and colleges. Reporting to the Assistant Vice President for Enrollment Management & Student Success, the Director is responsible for developing marketing and enrollment services, specifically for online programs that drive growth in a competitive online education landscape. This individual will work across a matrix of schools and colleges to assist academic leadership in increasing program visibility, improving prospective student engagement, and optimizing the student enrollment process. This role is part of a broader expansion at BU Virtual to provide BUs schools and colleges with a robust suite of enrollment and marketing services that include the following : content and web marketing to highlight program strengths and outcomes; search engine optimization (SEO); social media marketing and management; effective paid and organic strategies; and comprehensive metrics to measure performance and achieve targeted goals. In addition, this role will have responsibility for maintaining a comprehensive listing of all online programs across BU Virtual, updating program pages on the BU Virtual website, and ensuring consistent presentation of crucial program information, and increasing visibility and accessibility of online offerings to potential students. This is a hands-on role that requires active involvement in the design, development and creation of enrollment and marketing services content assets that support the unique needs of our schools and colleges in the launch and growth of our online programs.

Key Responsibilities

1) Marketing & Enrollment Support Services :

• Working in collaboration with BUs schools and colleges, develop and implement multichannel marketing plans to increase visibility and attract prospective students.
• Create and support digital marketing campaigns across various platforms (SEO, paid search, social media, email automation, content syndication, etc.
• Collaborate with admissions and enrollment teams to streamline the enrollment process and ensure alignment of marketing efforts with target goals.
• Develop and execute content marketing, building on the established brand of BU and our schools and colleges, to ensure multiple pathways to engage prospective students through each phase of the enrollment / admissions process.
• Manage agency and vendor relationships for paid media, ensuring ROI positive spend and clear performance reporting.
• Develop program launch gotomarket playbooks and materials to support BU schools and colleges on most successful online digital marketing tactics and approaches.
• Provide augmented hands-on support, as needed, with our schools and colleges, to ensure proper readiness for high priority go-to-market launches.
• Support BUs schools and colleges in the creation of content assets that support the enrollment journey for prospective students. This may include the creation of blogs and other short form content that builds visibility and preference for BUs online programs, and creates a compelling narrative.
• Grow an organic social presence for our online programs that aligns the BU Virtual brand in ways that amplify the school and college program brands.
• Maintain the program pages on the BU Virtual website to ensure optimal conversion and to build organic search optimization.
• Work in close collaboration with BUs schools and colleges on alignment of web pages, and steward lead generation efforts both across BU Virtual and through school-specific outreach.
• Create support materials and guidelines that assist BUs schools and colleges in best practices for online organic search optimization.
• Build dashboards and regular reports covering funnel health, campaign performance, and market insights; translate data into strategic recommendations.
• Monitor industry trends and competitor activities, ensuring BUV stays ahead of enrollment marketing best practice.

Required Skills

Required Skills :