Director of Enrollment Marketing

To ensure full consideration, applications must be received by 11:59pm (MT) on 09/09/2026. Position Summary: The Director of Enrollment Marketing is a newly created leadership role within Enrollment Management responsible for designing, implementing, and stewarding a comprehensive enrollment marketing strategy that drives undergraduate enrollment growth and supports continuing student communications. The Director will lead a cross-functional team of five full-time direct reports and work closely with Central Marketing Communications, Admissions, Financial Aid, Academic Colleges, and campus partners to ensure consistent brand voice, data-informed recruitment outreach, and measurable marketing outcomes. This position requires a highly collaborative, strategic marketing leader with direct experience in enrollment marketing and demonstrated success using digital marketing, CRM-driven communications, and analytics to increase yield and retention. This position contributes to content development, producing effective and engaging content and messaging that enhances UNC’s brand focused on enrollment marketing. This position will apply best practices in content strategy and digital communications for internal and external audiences. A passion for data and analytics is necessary. This position is responsible for analyzing data and trends to optimize user experience, inform content strategy and create strategies to improve website performance. Job Duties: 1. Enrollment Marketing Strategy Campaign Leadership 30% Develops, implements, and continuously refines a comprehensive, multi-channel enrollment marketing strategy in support of undergraduate recruitment, yield, and student continuation goals. Aligns marketing initiatives with institutional enrollment priorities and admissions cycles, ensuring a cohesive approach across the student lifecycle. Provides strategic oversight of campaign planning, sequencing, and execution to support prospect generation, application growth, yield, and retention outcomes. 2. Collaboration, Content, and Resource Stewardship 25% Partners with Central Marketing Communications to align institutional brand, voice, and creative standards while adapting messaging for recruitment audiences. Collaborates with Admissions, Financial Aid, academic colleges, and community partners to develop targeted initiatives for key populations (e.g., transfer students, adult learners, concurrent enrollment, and affinity groups). Oversees content development and storytelling that highlights academic programs, student outcomes, affordability, HSI commitments, and campus life. Manages marketing budgets, vendor relationships, and procurement to ensure effective and responsible use of resources. 3. Team Leadership Organizational Management 20% Provides leadership, coaching, and performance management for a team of at least five full-time professionals across functional areas including digital marketing, content strategy, CRM communications, social media, and analytics. Establishes clear goals, roles, and expectations while fostering collaboration, professional development, and accountability. Build sustainable team structures and workflows that support high-quality execution, innovation, and cross-functional alignment. 4. Digital Marketing, CRM, and Communications Infrastructure 15% Oversee CRM-driven communications and marketing automation platforms (e.g., Slate, Salesforce, or equivalent) to deliver timely, personalized, and compliant messaging throughout the recruitment and enrollment funnel. Designs and manages digital acquisition strategies including paid search, display, social advertising, email nurturing, and organic content. Establishes communication policies, cadence, and quality assurance standards to ensure brand consistency, accessibility, FERPA compliance, and an optimal student experience. 5. Data, Analytics, and Continuous Improvement 10% Uses data and analytics to set performance targets, monitor outcomes, and evaluate the effectiveness of enrollment marketing efforts. Measures ROI, conversion rates, yield, and retention impacts, translating insights into actionable recommendations. Provides regular reporting to Enrollment Management leadership on campaign performance, budget utilization, and strategic opportunities. Cultivates a culture of evidence-based decision-making, experimentation, and continuous improvement. Minimum Qualifications: Education Bachelor’s degree in Marketing, Communications, Higher Education Administration, Business, or related field required; Experience in higher education or large nonprofit organization is strongly preferred. Experience This position requires a minimum of 7 years of progressively responsible experience in marketing or enrollment-related communications, including at least 3 years in a leadership or supervisory capacity. Candidates must bring direct experience in higher education enrollment marketing or recruitment communications with demonstrated outcomes related to application growth, yield, retention, or student engagement, as well as experience managing digital marketing programs, content strategy, and CRM-driven communications. Ability This position requires strong strategic leadership skills and the ability to set and execute a clear vision for enrollment marketing that is grounded in data-driven decision-making. The role demands advanced digital marketing expertise, including management of paid and organic campaigns, content strategy, marketing automation, audience segmentation, and CRM-driven communications, as well as proficiency with student recruitment CRMs, student information systems, and analytics tools used to evaluate performance and inform strategy. The position also requires demonstrated ability in project and budget management, vendor oversight, effective communication and presentation to senior leadership, and coaching and developing high-performing teams. Success in this role depends on the ability to collaborate effectively across units, partner with centralized marketing teams on brand alignment, manage competing priorities in a fast-paced environment, and apply equity-minded practices and cultural competence in service of diverse student populations.