The Marketing Data Manager is a key strategic staff member working to directly impact the application rate, admit rate, yield, revenue, student satisfaction and retention goals of the Enrollment Management Division. The marketing data manager ensures the strategic, accurate and timely delivery of all marketing messages to prospective students and applicants, parents of prospective students and applicants, high school guidance counselors, community based organizations and alumni across multiple channels including direct mail, e-mail, text messages and social media platforms on behalf of the units of the Enrollment Management Division (Office of Undergraduate Admission, Office of University Financial Aid (undergraduate), Enrollment Operations, Strategic Marketing and Communications, Pre-Collegiate Summer Programs and the Vice President for Enrollment). This position independently manages project management software, calendars, and communication strategies to execute and ensure projects meet key deadlines. The marketing data manager creates multiple complex queries to identify intended message recipients (audiences) using various data in an enrollment management content management system. The marketing data manager plays a significant role on the Enrollment Management Marketing team managing email, direct mail delivery and quality control while researching, writing and designing content, and serving as a key advisor to the Director of Recruitment and Strategic Initiatives. This position is 40% remote.
Manage quality control and deployment of all email, direct mail and social media based marketing messages that align with the goals established by Enrollment management leadership. This requires high-level knowledge and understanding of enrollment management and project management technologies/software as well as data, and admissions processes. Responsible for complex queries using various data points and sources available in Slate, the Enrollment Management CRM, in order to identify recipients of specific targeted messages based on the specific message, and in order to achieve intended goals of the specific message. This function requires a clear and distinct understanding of the intended audience and desired outcome of each communication, communication series, and overall communication strategy. The ability to understand and draw from complex databases/ datasets, which include multiple constituencies, to target specific populations is critical. Research, create, and execute queries to ensure the timely and accurate delivery of millions of email messages, direct mail pieces, and text messages delivered annually by the Division of Enrollment Management. Plan, create, and execute queries across highly complex data sets related to Office of Undergraduate Admission, Office of University Financial Aid (undergraduate, graduate and professional), Enrollment Operations, Strategic Marketing and Communications, Pre-Collegiate Summer Programs and the Vice President for Enrollment to ensure the timely and accurate delivery of all direct mail campaigns initiated from the Office of Undergraduate Admission. Responsible for daily review of email campaigns and queries. Regularly evaluate and advise division leadership on opportunities for improved effectiveness of email campaigns based on variables selected, as well as progress toward goals. Monitor the success of campaigns and make recommendations to the Director of Strategic Marketing and Recruitment based on research findings. Provide division leadership with analysis of email deliverability and communication effectiveness including but not limited to open rates, click-through rates, funnel statistics and platform/device metrics as well as make recommendations to improve marketing performance and audience interactions. This requires a level of independent work. Judgement is essential to successfully analyzing data, message content and complex queries. (50%)
Develop and manage a monthly content calendar for Office of Undergraduate Admissions social media channels which include Facebook, Instagram and Twitter. Independently develop and pitch content ideas to the director. Research stories and contact students and campus members for content. Develop content and review submitted content. Post and monitor content daily or multiple times a day on Twitter, Instagram and Facebook depending on content availability and enrollment management goals. Independently determine content to retweet/repost content daily to enhance interactions and engagement on admission accounts. Review and manage content for accessibility standards and compliance. Work collaboratively with University Marketing and Communications to coordinate content and develop ideas that reach the various audiences impacted by Undergraduate Admission goals. Manage relationships with campus community to encourage university partnership in social media takeovers and engagement with admission content. Review and monitor account performance daily with the goal of building followers and enhancing content performance for the goals of recruitment and retention. Monitor and respond to appropriate engagement on the accounts. Monitor social media trends. (10%)
Plan, develop and deploy online registration forms and provide data management for Scholarship Programs, Campus Open Houses, Off-Campus Information Sessions and Special Programs. Plan communication sequences to optimize attendance at events and to maximize applications for scholarship programs, off-campus recruitment events and on-campus events. Monitor registrations of on and off-campus events and scholarship programs and modify existing communication campaigns as needed to achieve strategic goals. (10%)
Research and write compelling content (including copy and headlines) as well as select and edit photography for web content for the Office of Undergraduate Admission and in collaboration with the Office of First-Year Experience and Parent Programs and Office of University Financial Aid. Independently develop and pitch story ideas to leadership. Liaison with the Office of First-Year Experience and Family Programs for weekly meetings, newsletter content, targeted communication, and queries. (6%)
Work with university-approved vendors to quote and order merchandise and recruitment materials for the division, in alignment with procurement office policies. (6%)
Play an essential role in the planning and execution of integrated, large-scale, long-term recruitment/marketing campaigns, including making recommendations to the Director of Strategic Marketing based on recruitment goals and past performance of the intended audience. (6%)
Design, edit and layout basic recruitment materials including letters, invitations, postcards, flyers. Develop ad-hoc reports from Enrollment Management Customer Relationship Management software for Director of Strategic Marketing and Communications. Develop ad-hoc data imports/exports from Enrollment Management Customer Relationship Management software. Research and write compelling content (including copy, subjects and headlines) as well as select and edit photography for HTML email communications delivered by the division of enrollment management (including but not limited to: First-Year Newsletter, Parent Newsletter, recruitment email, event promotions), including ensuring cross-platform compatibility and deliverability as well as compliance with CAN-SPAM regulations. Independently develop and pitch story ideas to leadership. Assist in the management of social media accounts that support the application, admit rate, yield, revenue, student satisfaction and retention goals of the Enrollment Management Division, including but not limited to writing status updates, selecting and posting photos/links and responding to questions from other users as well as students and parents. Seek out new, interesting, media content relating to Case Western Reserve University enrollment and higher education. This role is essential in drafting and delivering web, and social media content on behalf of the Office of Undergraduate Admission, Office of University Financial Aid (undergraduate, graduate and profession), Enrollment Operations, Strategic Marketing and Communications, First-year Experience and Family Program and the Vice President for Enrollment. Proofread/edit/layout official correspondence from the Division of Enrollment Management to ensure accuracy before release. (10%)
Perform other duties as assigned. (2%)
Department: Collaborative office environment; works as part of a four-member team. Regular contact with all Enrollment Management staff including directors and the vice president to exchange information and verify scope or complexities of data.
University: Regular contact with campus staff, internal communication managers, University Marketing and Communications social media managers, Student Affairs, and Academic Support, including faculty to exchange information and gather content for communications via email, newsletters and social media.
External: Frequent contact with prospective students and their parents/guardians; guidance counselors; university alumni; media inquiries; product vendors; freelance writers, editors, photographers, graphic designers to exchange information.
Students: Regular contact with student office workers; interns; tour guides and student ambassadors to exchange information.
May be responsible for directing the work of seasonal work-study student employees.
Experience: 5 years of work experience in professional communications required. Experience with content management systems and project management software required. Experience using Slate to create, schedule and send emails strongly preferred.
Education: Bachelor's degree required; Concentration in marketing, journalism, English, business preferred.
Office setting, with meetings and activities in buildings throughout the campus. Occasional conference travel may require airline, hotel and rental car reservations. Ability to work outside regular business hours to maintain deadlines, oversee social media engagements and to respond to fast-changing competitive environment is possible.
Experience with content management systems and project management software required - Slate experience strongly preferred
Ability to understand and manage complex datasets related to admission and financial aid.
Ability to write queries involving multiple variables using complex Boolean logic
Proven ability to manage deadlines and complex content calendars required
Proven ability to manage a high volume content calendar of communications including email, text messages, direct mail, social media and other media
Attention to various details is required
Excellent written and oral communication skills required; superior organizational, reporting, and analysis skills mandatory. Ability to read, comprehend and synthesize quickly.
Understanding of undergraduate admission audiences, processes, policies, and procedures as well as enrollment management goals is required
Ability to work in close quarters with colleagues in a fast-paced, goal driven environment.
Proficiency on both Windows and MacOS operating systems required
Experience with Microsoft Office (esp. Excel and Access) and Adobe Creative Suite required
Experience with social media platforms (Facebook, Instagram, Twitter), content development calendars and management tools (Hootsuite), performance management strongly preferred.
Experience working as part of a team required
Ability to meet consistent attendance.
Ability to interact with colleagues, supervisors, and customers face-to-face while also possessing an ability to work independently and use judgement when completing projects and analyzing complex queries
Ability to work under pressure and meet deadlines. Individual must be mature, professional, and possess meticulous attention to detail.
Case Western Reserve University is an independent research university located in Cleveland's University Circle, a square mile urban district of cultural, medical, educational, religious, and social service institutions. CWRU holds membership in the Association of American Universities, and is fully accredited by the Higher Learning Commission and by several nationally recognized professional accrediting associations.