Job Information
UNIVERSITY OF TEXAS AT AUSTIN Assistant Director, Texas McCombs in Austin, Texas
Marketing Program ExecutionGuide the campaign development process from start to finish, build a focused strategy, and logically sound campaign action plan, lead campaign kickoffs internally and with stakeholders, facilitate concepts and creative reviews (both internally and with graduate program stakeholders), and negotiate approvals.Manage the development of compelling and informative marketing materials, such as brochures, fact sheets, videos, testimonials, website content, email content, SMS content and manage the inventory of marketing materials.Implement best-in-class marketing practices; segment and leverage the marketing database for greater campaign efficiency, contact outreach, engagement, and effectiveness of our selected targets.Establish and manage PPC and social media ad campaigns that generate high-quality leads.Convert targeted prospects through calls-to-action, landing pages, and content offers.Project manage multiple campaigns simultaneously to McCombs and UT brand and communications standards.Partner with the creative team to develop high-impact, on-brand advertising and marketing assets. Create content, including graphics and copy, for PPC ads, social media, the blog and our website.Build, automate, and monitor nurture streams for prospective students.Build, execute and maintain prospective student lead scoring and lifecycle strategies.Ensure Marketo protocols are followed as well as sharing insights and ideas for the greater good of McCombs.Collaborate with graduate admissions to publish and promote events to engage potential students and provide them with insights into the programs.Coordinate with other marketing initiatives at the McCombs School of Business.Marketing and Content Plan DevelopmentCreate a coordinated and comprehensive annual marketing strategy in collaboration with enrollment marketers, graduate admission subject matter experts, and program directors to engage and influence prospective students.Work with the marketing team to develop content, messaging, and communications strategies to attract and convert prospective students into the graduate program recruitment pipeline.Maintain knowledge of McCombs graduate programs, target personas, messaging strategies and competitive differences.Be customer-first and collaborate with program directors, leadership, and stakeholders around the school on the graduate marketing and content plans. Oversee the execution of the enrollment marketing plans and strategy.Team Management and External CollaborationSupervise a team of graduate program enrollment marketers.Onboard new staff members to ensure a smooth transition onto the team and create a positive, collaborative work environment.Train staff on our graduate programs, the enrollment pipeline, and our tech stack (Salesforce, Marketo, Asana).Create professional development opportunities for the enrollment marketing team.Help develop networking opportunities at McCombs and at the University level for the enrollment marketing team.Oversee and manage the graduate enrollment marketing budget(s).Manage the relationship with advertising agency and analyze their performance.Help develop and evaluate RFPs and contracts for agency support as needed.Serve as a resource on Marketo and marketing automation Salesforce for other McCombs marketers.Marketing Program Analysis, Reporting, and OptimizationEnsure tech stack protocols are implemented and followed and share insights for the greater good of McCombs.Track, report, and analyze program performance, and make recommendations for further improvement.Determine ROI of marketing programs and establish measurable goals for program marketing and recruiting supported by analytics; track and optimize campaign activity based on full-funnel performance analysis.Adjust, review, and approve nurture programs and email campaigns to optimize results, including A/B testing.Work with advertising agency to optimize PPC campaign performance and make recommendations to increase conve sions while reducing CPC and cost per applicant/enrolled student.Analyze program pipeline, create forecasts, and review outcomes with CMCO, graduate program directors, and McCombs leadership throughout the recruiting cycle.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 other McCombs marketers.Optimize lead generation and lead nurturing processes through email campaigns, content marketing, paid media, SMS (text) and social media channels using Marketo (marketing automation platform).