Associate Director of Student Recruitment and Marketing

Associate Director of Student Recruitment and Marketing

Reporting to the Director of Enrollment Management within the Dean's office at Pitt Business, the Associate Director of Student Recruitment and Marketing is essential in shaping the prospective student journey. This position is responsible for enhancing the recruitment and retention of prospective undergraduate, graduate, and executive students through innovative marketing strategies and admissions funnel communications. By contributing to the school's mission, this role helps to build a diverse and engaged student community that aligns with Pitt Business's values of excellence and inclusion.

This position is a central support role that will work in collaboration with marketing, admissions, programs and technology areas. This position facilitates a coordinated plan to drive prospective students through the recruitment and enrollment funnels. It offers pathways for professional development allowing for continuous learning and skill enhancement.

• Collaborate with marketing, admissions, programs, and technology teams to design and execute data-driven marketing strategies focused on lead generation and enhancing the digital student experience, with a goal of increasing applications.
• Build strategic prospective student marketing plans that tell engaging and value-based Pitt Business stories while aligning with academic departments to ensure program offerings meet market demand.
• Develop multi-channel outreach strategies that incorporate digital, social, and traditional marketing to maximize reach and engagement.
• Utilize market research and data analysis to grasp the value proposition of Pitt business programs to develop effective marketing messaging.
• Key marketing strategies will focus on cultivating prospective student relationships, driving involvement, turning leads into applicants, and enhancing institutional loyalty to promote the Pitt brand.
• Manage targeted personas and segmentations for Pitt Business.
• Oversee top-of-funnel leads and inquiry data, ensuring that application and enrollment objectives are achieved.
• Act as the primary point of contact for prospective student marketing campaigns and data collection efforts.
• Collaborate with the CRM manager, marketing, and admissions teams to identify and target potential student search sources across undergraduate, graduate, and executive education programs.
• Develop documentation and analytics to define and detail personas and segmentation, including key sociodemographic, behavioral, and other relevant characteristics.
• Conduct research to assess program trends, opportunities, and potential challenges.
• Partner with external lead generation sites and vendors to expand the prospective student pipeline.
• Manage comprehensive paid and organic digital marketing campaigns that drive leads from inquiry to enrollment.

• Design value-based brand specific communication plans.
• Create targeted messaging frameworks that resonate with diverse student demographics, highlighting unique program benefits and opportunities.

Essential Functions

• Develop, manage, and analyze key enrollment data using various technology platforms, including:

• Email and text messaging campaigns via Salesforce Marketing Cloud
• CRM campaign management using Salesforce Recruitment Application
• Social media engagement through Meta and LinkedIn
• Targeted web forms to capture prospective student information
• Digital marketing dashboards and reports to track performance
• Event registration tracking and engagement management
• Insights and analysis using Google Analytics (GA4) and Google Ads
• Project management and workflow coordination through Monday. com

Preferred qualifications

• 5+ years of experience in higher education marketing and recruitment with a proven track record developing successful digital marketing campaigns
• Strong written and verbal communication skills with confident presentation abilities, and the capacity to manage multiple tasks requiring creative problem-solving.
• Experience with digital marketing solutions, operations, and technologies is a plus, including email marketing platforms, SEO tools, student information systems, and higher education CRM systems.
• Background in recruitment or communications is preferred.
• Ability to work both collaboratively within a team and independently, with strong self-management skills to set deadlines and organize workflow effectively.
• Analytical mindset with the ability to interpret data and trends to make informed marketing decisions and optimize campaign performance.
• Experience in developing recruitment strategies that prioritize diversity and inclusion within the student population

Job Summary

Facilitates a coordinated plan to usher prospective students through the recruitment and enrollment funnel for on-campus, online, and hybrid programming. Collaborates to create student-focused content on digital channels. Drives programs that are underachieving and manages resources and operating procedures.

Develop, manage, and analyze key enrollment data using various technology platforms. This position is responsible for enhancing the recruitment and retention of prospective undergraduate, graduate, and executive students through innovative marketing strategies and admissions funnel communications.

The incumbent may be required to lift packages or boxes in excess of 15 pounds at times. May also travel around campus. Position is mainly sedentary.

The University of Pittsburgh is committed to championing all aspects of diversity, equity, inclusion, and accessibility within our community. This commitment is a fundamental value of the University and is crucial in helping us advance our mission, which includes attracting and retaining diverse workforces. We will continue to create and maintain an environment that allows individuals to discover, belong, contribute, and grow, while honoring the experiences, perspectives, and unique identities of all.

The University of Pittsburgh is an Affirmative Action/Equal Opportunity Employer and values equality of opportunity, human dignity and diversity. EOE, including disability/vets.