Assistant Vice President - Enrollment Marketing

The Assistant Vice President (AVP) for Enrollment Marketing offers strategic leadership and guidance for the university's enrollment marketing initiatives. This role is tasked with developing and implementing data-driven strategies to attract, engage, and enroll prospective students. The AVP manages marketing campaigns, creative services, and budget planning, ensuring alignment with the university's mission, strategic direction, and enrollment objectives.

The position requires spending a minimum of 2-3 days per week in the Albany office for a minimum of 3 out of 4 weeks per month. Remote candidates will be considered. The role offers an opportunity to shape the future of a nationally recognized online institution while contributing in-person to a mission-driven team environment.

ESSENTIAL DUTIES AND RESPONSIBILITIES, including but not limited to:

Strategic Leadership & Marketing Oversight (25%)

• Develop and execute comprehensive marketing strategies to enhance visibility and attract prospective students.
• Lead integrated campaigns, digital initiatives, and marketing and communication plans aligned with enrollment goals.
• Partner with university leadership to ensure marketing efforts support the institution's mission and priorities.

Performance Marketing & Data-Driven Decision-Making (20%)

• Develop and implement performance marketing strategies in collaboration with Enrollment Management, Analytics and Data Science (ADS), and Academic Affairs.
• Utilize KPIs, research and analytics to evaluate campaign effectiveness and enhance conversion rates.
• Apply data-driven approaches to improve marketing ROI.

Enrollment Marketing & Creative Strategy (20%)

• Lead the creative team to ensure consistent execution of brand messaging and design.
• Oversee the development of storytelling strategies that align with institutional messaging and highlight Excelsior's strengths and student value.
• Ensure content resonates with prospective student audiences.
• Provide leadership and ownership for creative services within the Enrollment Marketing team. Serve as the primary point of contact for creative service requests received through a Service Level Agreement (SLA) with Communications & Advancement, as well as with other university departments as needs arise. Ensure all creative deliverables align with brand guidelines, institutional priorities, and available resources.

Mentorship & Team Leadership (15%)

• Cultivate a culture of excellence through targeted professional development and coaching.
• Enhance leadership capacity within the team.
• Equip staff with the necessary tools and support to ensure their success.

Cross-Functional Collaboration & External Partnerships (10%)

• Serve as a key liaison between Enrollment Management, Communications & Advancement, and executive leadership.
• Collaborate with Academic Affairs, Information Technology Services (ITS), Analytics and Data Science (ADS), and other units to ensure widespread awareness and buy-in for performance marketing strategies, as well as alignment around the support needed for execution.
• Manage relationships with agencies, vendors and consultants.
• Align strategies with institutional priorities. JOB DESCRIPTION
• Facilitate structured coordination between Enrollment Marketing and Communications & Advancement through a Service Level Agreement (SLA) governing shared use of design resources and creative services.

Budgetary Oversight & Financial Management (10%)

• Develop and manage the enrollment marketing budget, ensuring efficient allocation of resources.
• Monitor expenditures, analyze performance and prepare budget reports.
• Ensure compliance with financial policies and procedures.

QUALIFICATIONS

To perform this job successfully, an individual must be able and willing to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Required:

• Bachelor's degree in Marketing, Business, Communications, or a related field.
• 8 years of progressive experience in Marketing or Enrollment Management leadership.
• Proven success in developing and executing strategic marketing plans that deliver measurable results, such as increased enrollments.
• Experience leading cross-functional teams and managing external partnerships.
• Strong data analysis and marketing analytics skills, with the ability to interpret and act on insights.
• Expertise in brand management and content strategy.
• Demonstrated ability to manage budgets and financial plans effectively.
• Strong leadership and team development skills.

Preferred:

• Master's degree or other advanced degree.
• Experience in higher education, nonprofit, or mission-driven marketing.
• Experience with CRM platforms, marketing automation, and digital advertising in an enrollment setting.
• Strong understanding of higher education trends, student recruitment, and enrollment funnels.
• Certifications in Google Analytics or digital marketing platforms.

The hiring salary range for this position is $150,000.00 - $160,000.00. The hiring salary range above represents the University's good faith estimate at the time of posting.