Teachers College, Columbia University
New York City, New York, Job Summary/Basic Function: Reporting to the Director of Enrollment Marketing and Communications, the Associate Director is an integral part of the Enrollment Marketing team that leverages creativity and technology to educate, inform, and engage prospective students on the benefits and value of the Teachers College experience. The Associate Director of Enrollment Marketing leverages data to capture the experiences and voice of the TC community for the purposes of storytelling. In coordination with the brand positioning of the College, the Associate Director is talented in seeing opportunities to share personalities, experiences, and outcomes that differentiate TC in the competitive enrollment marketplace. In addition, the Associate Director uses information to create marketing hypotheses, perform campaigns to test hypotheses, and optimize learning to generate deliver multi-channel campaigns to external market audiences to achieve enrollment outcomes for key recruitment areas Serve as day-to-day contact for Admission and academic units, regarding student recruitment projects and other marketing initiatives Manage assigned section(s) of the TC Enrollment Marketing and Communications budget. Manage enrollment marketing budget and provide input on the overall budget process Evaluate and assess the strategic value of emerging marketing tools for helping drive student recruitment Assist in the development of integrated enrollment marketing plans and proposals from conception through implementation, including budget estimation and recommendations, planning, scheduling, project management, data analysis, and optimization; Provide creative input and direction on digital advertising, print publications, and traditional media; Partner closely with the College’s External Affairs/Digital Communications team in the creation and review of webpages, landing pages, and content; Liaise with and manage third-party vendors—SEM/SEO firms, photographers, videographers, etc.—as needed; Negotiate media rates with print & broadcast outlets; Supervise student workers, consultants, subcontractors, and other part-time, short-term staff, as necessary. Remain current on trends and best practices within education, marketing, and admissions. Minimum Qualifications: Bachelor’s degree in marketing, advertising, public relations or a related field and seven years of related professional experience; Experience executing marketing initiatives across multiple channels, including digital and print, to achieve expressed goals; Proven project management skills with experience balancing multiple priorities, deadlines, and budgets; Strong grasp of social media, pay per click (PPC), software platforms and tools as well as of multimedia including video and Podcasting; Ability to process and prioritize heavy workload and work efficiently; Established record of collaboration and good interpersonal and communication skills with diverse internal and external constituents; Experience compiling reports, building charts and graphs and displaying results in compelling ways; Proficiency in InDesign, Photoshop and other design and photo editing programs; Basic knowledge of HTML and web content management systems.
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