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Job ID: 107384

Director, Digital Enrollment Marketing
University of San Francisco

Date Posted Jun. 4, 2018
Title Director, Digital Enrollment Marketing
University University of San Francisco
Department N/A
Application Deadline Open until filled
Position Start Date Available immediately
  • San Francisco, CA
    United States
  • Director/Manager
  • Public Relations/Marketing
    Enrollment Management/Registrar

Director, Digital Enrollment Marketing

University of San Francisco

Job Summary:

The University of San Francisco is looking for a Director of Digital Enrollment Marketing to lead best-in-class digital strategies for undergraduate and graduate student recruitment. Reporting to the AVP for Enrollment Communications in USF's Strategic Enrollment Management (SEM) division, the Director will be charged with helping attract high-quality pools of prospective students to meet enrollment targets for degree and non-degree programs. Working with divisional and departmental leadership, the Director will develop and execute strategies to improve conversion across the applicant life cycle, from inquiry generation through enrollment. The successful candidate, self-directed and data-driven, will have a proven track record of improving return on investment across multiple digital acquisition channels, including organic and paid search, paid advertising, purchased lists, email marketing, and optimized websites. This position will play a critical role as USF works toward bringing student search in-house as part of a new undergraduate recruitment strategy launching this year, and as it continues to build efforts to grow key graduate certificates and degree programs.

Job Responsibilities:

Researches, plans and leads execution of digital marketing solutions for new undergraduate and graduate student recruitment, including organic and paid search, paid advertising, purchased lists, real-time communications tools (text, webchats) and website performance, among others
Partners with SEM leadership to define purchased lists for student search (senior and fr/soph/jr) and to design and track performance of search campaigns
Partners with academic programs to help develop business strategy for recruitment initiatives, overseeing marketing plans and budgets, building scalable processes, and developing effective planning and forecasting
Establishes key performance indicators to measure and improve return on investment for all digital acquisition efforts. Creates KPI dashboards
Develops and oversees marketing analytics strategy (e.g., Google Analytics, Slates Ping), implementation and training to inform and refine marketing strategies and tactics
Oversees SEO strategy and execution to improve search results for SEM-owned sites and for partner programs as requested
Plans and executes conversion optimization tests to ensure strongest-possible recruitment performance from our websites
Brainstorms creative growth strategies with SEM and program leadership to meet enrollment goals
Leads cross-functional recruitment initiatives at key points in the recruitment cycle, collaborating with academic programs as well as the Office of Marketing Communications
Supervises key vendor relationships to ensure maximum performance from purchased services and to track effectiveness
Promotes collaboration and clear, frequent communication as campaigns are developed and executed
Supervises Marketing Analyst and guides regular reporting on campaign performance and analytics
Stays current with industry best practices, emerging technologies, and trends for reaching targeted audiences where they are online; share insights with internal and partner teams

Minimum Requirements:

Bachelors degree required in communications, marketing, advertising or a closely related field
5-7 years of work experience in digital marketing, preferably for higher education, in an agency or in-house setting
Demonstrated success in digital marketing and student acquisition, with deep knowledge of current tactics and best practices on execution, tracking and measurement
Demonstrated expertise in web analytics (Google Analytics, Slates Ping, etc.)
Fluency in SEO standards and strategy and improving paid and organic search results
Demonstrated experience with social media advertising (Facebook, Instagram, LinkedIn, YouTube, etc.)
Proven ability to work with creative or strategy teams to create and execute effective recruitment campaigns
Demonstrated ability to manage multiple complex projects and budgets simultaneously
Excellent verbal and written communication skills
Demonstrated experience collaborating with cross-functional teams to achieve business objectives
Knowledge of and passion for staying on top of latest trends in paid search (branded and non-branded) and digital advertising
Strong ability to think strategically and to scrutinize and optimize work based on data analytics
Energetic, resourceful and self-directed team contributor, with the ability to both collaborate effectively and work independently to manage multiple campaigns in a fast-paced, fluid environment

Additional Knowledge, Skills, and Abilities:

Experience marketing to international students a plus
Experience with CRMs and/or the Slate information management system a plus

For information on how to apply, please visit the following link:

EEO Policy
The University of San Francisco is an equal opportunity institution of higher education. As a matter of policy, the University does not discriminate in employment, educational services and academic programs on the basis of an individuals race, color, religion, religious creed, ancestry, national origin, age (except minors), sex, gender identity, sexual orientation, marital status, medical condition (cancer-related and genetic-related) and disability, and the other bases prohibited by law. The University reasonably accommodates qualified individuals with disabilities under the law.


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