Job Information
UNIVERSITY OF TEXAS AT AUSTIN Director of Enrollment Marketing, Texas McCombs in Austin, Texas
MSPO and MPA Application Pipeline Strategy and Oversight In consultation with the Director of MSPO/ MPA Admissions and program office leadership, recommend appropriate activities, goals, and benchmarks to achieve enrollment goals. Lead the creation and execution of the demand generation strategy for one-year masters programs in pursuit of qualified applications to meet the Schools MSPO/MPA program enrollment goals.This includes:Advising MSPO and MPA marketers on the development, execution, and active maintenance of lead nurturing programs.Working with MSPO/MPA marketers to identify new inbound and outbound marketing activities that deliver a significant number of qualified leads while monitoring Return on Investment (ROI) and optimizing Customer Acquisition Cost (CAC).Developing and executing multi-step, integrated demand generation campaigns. Aggregating and analyzing data to help define key personas for nurture programs. Driving strategy for paid ad, paid search, and retargeting activities.School CollaborationPartner with the McCombs Technology Solutions group to address any Marketo campaign data issues, new requests or updates to existing configuration for MS graduate programs.Serve as the subject matter expert in Salesforce and Marketo data governance meetings and provide the point of view (POV) for graduate program marketing.As the Schools primary Marketo administrator, regularly assess Marketo and Salesforce lifecycle for process improvements to ensure full optimization of technology. In partnership with McCombs Technology Solutions, strategize and implement changes in alignment with Schools strategic priorities.People and Resource ManagementLead, supervise, and establish performance goals for a staff of marketing operations and marketing team members.In partnership with program office leadership, allocate marketing budgets across the specialized masters portfolio.Manage an external media agency's performance and scope of activities for the School of Business. Develop and evaluate RFPs and contracts for advertising agency support as needed.Marketing Program Compliance and Best PracticesMaintain knowledge of digital marketing best practices and digital marketing compliance best practices (FERPA, GDPR, etc.).Serve as a resource on Marketo and marketing automation for McCombs departments utilizing Marketo for lead generation, including the BBA Program Office, MBA Program Office, Executive Education and research centers and institutes.Optimize lead generation and lead nurturing processes through email campaigns, content creation and content marketing, paid media, SMS (text) and social media channels using Marketo.