The Associate VP of Marketing and Enrollment Management, a member of the VP/Dean's Executive Team, oversees and is responsible for providing visionary leadership for all marketing, admissions, and enrollment management activities of the College with focused attention on marketing, recruitment, admissions, communication, and enrollment management activities in an effort to grow enrollments, strengthen student retention, and increase revenue for the College; reinforce the institution's brand identity and integrity; and develop and advance the College's strategic marketing, enrollment management, and business development plans. In support of third-party Online Program Management (OPM) partnerships and collaboration with the University's Office of Communications and Marketing, the Associate VP oversees the strategy for the College's marketing, website, and communication efforts, to include managing internal & external communications, the creative process, production of multimedia publications, and leading media relations outreach. The Associate VP develops and implements strategies to increase student engagement, satisfaction, and persistence.
Salary: $90,000 or higher, depending on experience
Full COVID vaccination is required for all on-campus employment.
- Develop and successfully execute annual strategic marketing plan to support and promote the outreach, partnerships, and business development opportunities of the College; work collaboratively with Norwich Pro Director to do same.
- Measure return-on-investment on all marketing campaigns, specifically for internally managed degree programs, certificate offerings, and Norwich Pro.
- Develop and successfully execute annual strategic plan for enrollment management to support student engagement, satisfaction, and retention goals.
- Create and manage the marketing and enrollment management budgets to meet financial objectives.
- Provide to College leadership periodic reports and analysis of key metrics and performance indicators.
- Supervise, and when appropriate develop, CGCS web strategies; oversee all digital marketing campaigns.
- As required, conduct marketing/market research projects to validate new academic program development.
- Provide strategic direction on mission-critical initiatives including lead generation, digital lead processes and procedures, admissions, and retention.
- Support the direct lead-generation marketing initiatives of the OPM and contracted business development partners; oversee the direct lead-generation initiatives for in-house programs.
- Oversee OPM initiatives related to brand management, brand research, and brand presence of the online programs offerings (e.g., website, logos, imagery, videos) to ensure alignment with both market research and the University's brand standards and reputation.
- Liaise with OPM and other third-parties on market research initiatives to include developing effectiveness measures, student success profiles, and market demand analysis for potential growth areas and irrelevant product offerings.
- Monitor, review, and approve all creative materials generated by OPM and other third-parties.
- Ensure compliance with accreditation, federal regulations, and institutional policies across the marketing and enrollment management spectrum.
- Collaborate with College academic program leaders as well as main campus stakeholders, particularly the Office of Communications, Alumni Office, the campus Admissions Office, and NUARI to deliver against the broader CGCS/NU strategy as it relates to enhancing our business lines, merchandising specific opportunities, and building stronger bridges with our strategic partners.
- Mentor and lead CGCS marketing and enrollment management staff; provide career development opportunities for high-performance team members.
- Collaborate with the OPM liaisons to provide reliable and consistent enrollment forecasts for outsourced programs; develop forecasts and spending projections for in-house programs.
- Develop, promote, and maintain an integrated and seamless communication plan and strategies for teamwork across multiple departments and in coordination with the Associate VP of Administration and the University's Office of Communications.
- Negotiate and manage vendor contracts to support marketing and enrollment management initiatives.
- Serve as a member of the Dean's Executive Team.
- All other duties as assigned by the VP/Dean.
- Bachelor's degree; master's degree preferred.
- Seven or more years' experience in digital marketing, higher education marketing, and/or enrollment management of non-traditional or online programs
- Experience with marketing and retention data analytics
- Accomplished and collaborative marketer and communicator
- Adept at managing creative professionals; demonstrated experience in hiring, building, and coaching a successful team; ability to teach and mentor.
- Experience leading a successful team in a remote work environment.
- Demonstrated success in managing marketing and enrollment budgets and forecasts.
- Keen understanding of the issues that face higher education (online).
- Strong leadership, collaborative, and organizational skills.
- Exceptional writing skills; experience copywriting/copy editing and website writing; familiarity with AP Style.
- Superb storyteller with ability to quickly understand the unique attributes of NU culture and educational advantage of CGCS
- Mastery of analytical tools used to determine effectiveness of marketing programs and ability to communicate ROI to leadership
- Excellent verbal and written communication skills with keen attention to detail.
- Knowledge of Microsoft Office, particularly Word, Excel and Outlook.
- Additional software capabilities include ability to work with CRM and CMS systems and video-conferencing/meeting software.
- Ability to lead a remote team or team members.
- Ability to work independently and function as a team-player in a fast-paced environment onsite and remotely.
- Ability to communicate with co-workers and business contacts in a courteous and professional manner; exhibit grace under pressure.
- Ability to relate effectively with all members of a diverse academic community.
- Strong belief in the value of higher education.
Environmental Conditions/Physical Demands
- Indoors in normal office environment with little exposure to excessive noise, dust, fumes, vibrations and temperature changes at least eighty percent (80%) of the time.
- Frequent computer use at workstation.
- Frequently work at a fast pace with unscheduled interruptions.
- Attendance and punctuality.
- Mobility within the office. Ability to walk, sit, stand and climb stairs. Ability to use hands and fingers, to handle office equipment, records and files. Occasionally required to reach with arms and hands, and to stoop, kneel or crouch. Vision abilities required by this job include the ability to read and discern written errors on paper and electronic documents. Ability to talk and hear. Ability to lift up to 15 pounds.
- Mobility around the campus. Ability to speak in front of large and small groups.
- Occasional travel as required.
Norwich University is an Equal Opportunity Employer and is committed to providing a positive education and work environment that recognizes and respects the dignity of all students, faculty and staff. Reasonable accommodations will be made for the known disability of an otherwise qualified applicant. Please contact the Office of Human Resources at firstname.lastname@example.org for assistance.
All candidates must be a US Citizen/Permanent Resident legally eligible to work in the US without sponsorship. A post offer, pre-employment background check will be required of the successful candidate.