Reporting to the Associate Director of Enrollment Marketing, the Enrollment Marketing Manager is responsible for developing, planning, and executing integrated marketing plans designed to recruit prospective students for specific programs at the Institute. The main objective of these marketing plans is to generate leads to help the Institute meet and exceed its enrollment goals. The Enrollment Marketing Manager will optimize enrollment marketing efforts by utilizing marketing automation tools, CRM technology, social media marketing, cross-platform digital marketing and advertising, SEO, website content, print collateral, and other media/channels as defined by marketing plans. The Enrollment Marketing Manager will also drive lead generation through virtual and in-person event marketing, such as informational webinars, conferences, and on-campus info sessions. The Enrollment Marketing Manager collaborates with both internal and external stakeholders throughout the development, planning, and execution of all enrollment marketing plans. The person in this role will also perform regular analysis of key marketing activity in order to measure success and ROI, and to continually improve the effectiveness of all marketing efforts. The marketing portfolio for this position includes direct-entry and post-professional degree programs as assigned by manager.
Develop and execute program-specific marketing plans utilizing a mix of online, social media, event-based, and print marketing to drive lead generation across a range of programs. (50%)
Develop, execute, and optimize advertising and marketing activity to national/international audiences via marketing automation, CRM, social media, paid advertising, and other systems and channels..
Develop and manage key marketing content and collateral to increase website traffic (SEO) to program-specific pages on IHP website, support social media marketing strategy, generate leads, and raise visibility and awareness.
Manage email/mail list purchases/rentals, e.g., GRE, NAAHP, as needed to execute marketing plans.
Work with external partners (digital marketing vendor, freelance designer, others as needed) to execute of marketing plans
Work with internal partners (e.g., Office of Strategic Communications, IT) on content and video production as needed.
Conduct market research and competitive analysis on regular basis as part of marketing planning process to compare programs along a spectrum of attributes (tuition, application requirements, key messages, etc).
Oversee and coordinate marketing support for in-person and virtual events, including informational webinars, conferences, and other recruitment events with potential for lead generation; in close collaborate with Admission staff.
Develop and maintain recruitment-related web and social media interfaces designed to drive lead generation, and ultimately, enrollment, including Facebook; Twitter; Instagram; LinkedIn and similar platforms. (30%)
Maintain and update all content on admissions web pages.
Work closely with Office of Strategic Communications to maintain and update content on program-specific "story pages" and other pages on IHP website.
Develop and implement recruitment-related social media marketing strategies to drive engagement with prospective students
Work collaboratively with the Office of Admission staff on appropriate deadline-driven campaigns, as needed.
Collaborate with the Office of Strategic Communications on social media techniques and channels that serve to recruit students by leveraging the overall IHP brand
Administrative and analytic responsibilities include (20%):
Collaborate with Associate Director of Enrollment Marketing, Director of Admission, and OES staff to contribute to the entire marketing team's and IHP's overall success.
Create and maintain reports necessary to track the performance of campaigns and marketing efforts .
Monitor and keep spending within budget allocated to marketing plans.
Back-up coverage/support for other members of Enrollment Marketing team as needed during absences or busy periods
Other responsibilities and projects as assigned by Associate Director of Enrollment Marketing.
Bachelor's degree in related field with 3-5 years of marketing experience.
Experience devising and executing strategic marketing plans with campaigns targeted and personalized to specific audiences.
Experience with digital marketing platforms and tools, including Marketing Automation, CRM, Social Media, and Web Content Management Systems (CMS), with the capability to master new software applications and technologies.
Proficient to expert in Adobe Creative Cloud and Microsoft Office.
Ability to think critically, analyze information, develop reports, and make actionable recommendations.
Demonstrated effective written and oral communication skills.
Excellent track record of collaborating with multiple stakeholders across complex organizations. Results oriented with strong problem-solving skills to overcome real and perceived challenges.
SEO and Google analytics knowledge, including analytic analysis and keyword effectiveness.
Facebook Ads and Linkedin Ads knowledge.
Higher education enrollment marketing experience, while not necessary, is highly desired.
a) Administrative Skills- Excellent communication, management, and interpersonal skills; customer-oriented. Ability to handle multiple projects tasks. Strong organizational skills.
b) Technical Skills- Strong writer with proven project management skills. Strong knowledge of word, excel, PowerPoint, a wide range of social media platforms, as well as e-marketing and social media best practices and strategies. Design software experience preferred in Adobe's Creative Suite.
c) Physical Capabilities - The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is regularly required to sit, stand, and walk; use hands to finger, handle or feel objects, tools or controls; and talk. Specific vision abilities required by this job include close vision and the ability to adjust focus.
Some supervision of marketing graduate assistant as needed.
Monitor marketing budget activity, e.g., for list purchase, ads, etc.
Work is performed under stress of deadlines and peak periods of activity. Fast-paced office environment. Some evening and weekend hours may be necessary. Some travel may be necessary.
TRAINING/TIME REQUIRED TO LEARN JOB RESPONSIBILITIES:
Initial training to school, programs, and office procedures will be required, approximately 1-3 months.
ABOUT MGH INSTITUTE:
MGH Institute of Health Professions is a graduate school in Boston that provides entry-level and post-professional programs in Nursing, Communication Sciences and Disorders, Genetic Counseling, Occupational Therapy, Physical Therapy, and Physician Assistant Studies. The PhD in Rehabilitation Sciences and a PhD and Master of Science in Health Professions Education have been added in recent years to meet rising demand for highly educated health care professionals, educators, and researchers. Integrating classroom learning with research and clinical experience, the Institute grants doctoral degrees, master's degrees, awards certificates of advanced study, and offers continuing education to practicing professionals.
The IHP is the only degree-granting affiliate in Mass General Brigham (MGB), the largest private employer in the Commonwealth of Massachusetts. The Institute has been recognized multiple times by The Chronicle of Higher Education as a "Great College to Work For." A leading health sciences educational institution, MGH Institute provides students with outstanding academic programs, many of which are ranked among the best in the nation.
MGH Institute of Health Professions has announced an organization-wide anti-racism initiative to think boldly about race and bring together all members of the IHP community to address systemic racial injustice as well as oppression more broadly. The plan seeks to create a supportive and inclusive campus environment and better support the diverse communities the school serves. We are excited about this new initiative and are hiring employees who are committed to justice, equity, diversity, and inclusion and will contribute to our anti-racism and anti-oppression approach.
EEO Statement The MGH Institute of Health Professions is an equal opportunity employer and is committed to enhancing the diversity of its faculty and staff. We welcome nominations and applications from individuals who would bring diversity of experience, thought and practice to the Institute's research, teaching and clinical missions. Applications from protected veterans and individuals with disabilities are strongly encouraged.Partner's Healthcare is acting as an Employment Agency in relation to this vacancy.
MGH Institute of Health Professions, founded by Massachusetts General Hospital in 1977, is an innovative and independent graduate school in Boston that is a member of Partners HealthCare. A progressive leader in developing comprehensive models of health care education, the MGH Institute prepares advanced practice professionals in the fields of nursing, physical therapy, occupational therapy and communication sciences and disorders through a distinctive combination of academic study, clinical practice, and research. More than 1,200 students are enrolled in graduate level and certificate programs, with an increasing number of courses available online. The Institute is accredited by the New England Association of Schools and Colleges (NEASC).