Marketing Manager

MARKETING MANAGER

The University of Alabama at Birmingham

General Responsibilities:

The Marketing Manager, Graduate Recruitment leads the strategy, planning, execution, and optimization of integrated marketing initiatives that support UAB's graduate student recruitment and enrollment goals. Situated within the Office of Marketing and Communications, this role serves as the primary strategic marketing liaison to the Graduate School, graduate programs, and schools, translating enrollment priorities into audience-centered, data-informed campaigns across the prospective student journey.

Key Duties & Responsibilities:

1. Develops and leads recruitment marketing strategies for UAB's Graduate Programs, aligning audiences, messaging, and channels to enrollment goals and admission cycles.

2. Serves as the primary marketing liaison to the Graduate School, program directors, and graduate program coordinators; manages intake, prioritization, and scoping of recruitment requests and timelines.

3. Oversees development of program-specific inquiry nurture, application, and yield communications; writes and edits content highlighting graduate programs.

4. Owns the graduate recruitment editorial calendar and content strategy, mapped to application deadlines, recruitment events, and admission milestones; ensures compliance with CAN-SPAM and UAB brand and email policies.

5. Partners with the Marketing Systems Specialist to plan inquiry-to-enrollment automated emails, personalization, and A/B testing.

6. Analyze graduate funnel performance (inquiries, applications, admits, and enrollments) and campaign engagement; report results and recommendations to leadership and program stakeholders.

7. Performs other duties as assigned.

Salary Pay Range: $55,180 - $80,000

Minimum Requirements:

Bachelor's degree in Advertising, Marketing, Communications, Student Affairs, Public Relations, or a related field and four (4) years of related experience required. Work experience may NOT substitute for the education requirement.

Knowledge / Skills / Abilities:

• Strong writing, editing, content development, and audience-focused storytelling skills.
• Experience with email marketing, marketing automation, CRM platforms, segmentation, personalization, and testing.
• Strong analytical and project management skills, including the ability to translate data and enrollment goals into actionable recommendations.
• Excellent relationship-management skills.
• Knowledge of digital marketing, accessibility, brand, and email compliance best practices.

UAB is an Equal Employment/Equal Educational Opportunity Institution dedicated to providing equal opportunities and equal access to all individuals regardless of race, color, religion, ethnic or national origin, sex (including pregnancy), genetic information, age, disability, and veteran's status. As required by Title IX, UAB prohibits sex discrimination in any education program or activity that it operates. Individuals may report concerns or questions to UAB's Assistant Vice President and Senior Title IX Coordinator. The Title IX notice of nondiscrimination is located at uab.edu/titleix.