Enrollment Marketing Manager

Position Summary
The Enrollment Marketing Manager leads the School of Public Health's enrollment marketing strategy and digital demand generation efforts. Reporting to the Director of Marketing & Communications, this role translates brand strategy and institutional marketing priorities into targeted, data-driven recruitment campaigns that attract, engage, and convert prospective students.

The School of Public Health (SPH) offers a diverse academic portfolio that includes more than 20 graduate degree programs across disciplines such as epidemiology, biostatistics, environmental health, health policy, community health and more, as well as an undergraduate bachelor of arts degree. This position combines strategic thinking, strong project management, and digital marketing expertise to drive measurable enrollment outcomes. The Enrollment Marketing Manager partners closely with the Admissions Coordinator and Director of Student Recruitment to align marketing efforts with enrollment goals. While the SPH Admissions team focuses on CRM system maintenance and data integrity, this role owns the marketing lifecycle: auditing recruitment journeys, managing lead hand-offs, and translating CRM data into strategic marketing decisions.

This role serves as the critical strategic bridge between the Marketing & Communications team and Admissions. The role also collaborates across academic programs to develop integrated recruitment campaigns that align with the school's brand strategy and enrollment priorities. The position plays a key function in connecting marketing strategy with admissions operations, using data and recruitment funnel insights to continuously refine outreach and improve prospective student engagement.

This position is Hybrid 2 days a week; in the office Thursday and a day of choosing

Key Responsibilities
CRM Strategy & Journey Management (35%)

• Serve as the primary content strategist for the Salesforce ecosystem, overseeing the design and optimization of automated recruitment journeys by audience.
• Establish and lead a rigorous quarterly audit process for all automated communications to ensure content accuracy, brand alignment, and technical functionality. 1
• Define and manage the lead-to-applicant hand-off process, ensuring a seamless transition for prospective students from initial marketing inquiry to formal application.
• Build and maintain Salesforce reports and dashboards to track funnel health and campaign attribution; present findings regularly to Marketing & Communications and Admissions leadership.

Recruitment Marketing Strategy & Planning (20%)

• With the Director of Student Recruitment, co-develop and lead a comprehensive recruitment marketing strategy aligned with the school's enrollment goals.
• Identify target audiences, messaging priorities, and funnel-stage strategies.
• Translate recruitment objectives into multi-channel campaign strategies across email and paid digital channels to drive prospective student inquiries and applications.
• Monitor recruitment marketing spend and provide data-backed recommendations to the Director of Marketing & Communications for final approval.
• Oversee campaign performance, analyze data, and continuously refine tactics to improve cost-per-lead, inquiry-to-application conversion, and overall ROI.
• Optimize the digital prospect experience using modern search strategies, including SEO (Search Engine Optimization), AIO (AI Optimization), and GEO (Generative Experience

Optimization). Content Strategy & Campaign Management (20%)

• Define the visual and narrative voice for recruitment marketing; oversee the production of authentic, mobile-first content (video/photo) that resonates with prospective students.
• Hire, mentor, and supervise a team of student content creators, providing the creative briefs and project management needed to ensure high-impact asset production.
• Serve as the final reviewer for student-produced content, ensuring all assets are technically sound, optimized for modern search (AIO/GEO), and aligned with SPH and University brand standards.
• Manage recruitment marketing media planning and budget allocation across channels, ensuring efficient use of resources and alignment with enrollment goals.
• Develop and manage campaign timelines, project plans, and deliverables across teams.
• Coordinate with external vendors or internal specialists as needed to implement campaigns and monitor performance.

Collaboration & Consultation (15%)

• Identify content needs across the recruitment funnel and collaborate with the Marketing & Communications team on development of web, email, and social assets.
• Partner with Admissions, academic programs, and faculty to align recruitment marketing strategies with enrollment goals and school and program priorities.
• Act as the marketing lead for academic program directors, translating complex degree requirements into compelling value propositions.
• Maintain deep industry expertise by staying current on emerging trends in higher education marketing, digital recruitment strategy, and the evolving landscape of search and generative AI.

Team Integration & Strategic Alignment (10%)

• Actively participate in Marketing & Communications staff meetings, creative brainstorming sessions, and planning retreats, ensuring enrollment marketing efforts are synchronized with the school's broader communications calendar.
• Contribute to the collective success of the SPH communications team by supporting school-wide initiatives, high-priority events, and cross-functional projects that advance the school's overarching strategic goals.
• Serve as a subject matter expert on enrollment marketing for school-wide committees or working groups, fostering alignment between academic programs and the central marketing function.
• Perform other duties as assigned to support the evolving needs of Marketing & Communications and the School of Public Health.

Required Qualifications

• Bachelor's degree in marketing, communications, or related field.
• At least 4 years of experience in marketing, digital marketing, or recruitment marketing, including demonstrated success developing and executing data-informed campaigns.
• Experience working within Salesforce (CRM and/or Marketing Cloud). Must be able to build custom reports and dashboards.
• Demonstrated experience planning and executing paid campaigns within Google Ads (Search, Display, YouTube) and Meta Ads Manager.
• Proficiency in Google Analytics (GA4) and CRM data to report on ROI and user behavior.
• Experience in strategic copywriting and executing high-volume email campaigns.
• Strong organizational skills with the ability to manage complex timelines, diverse stakeholders, and multiple creative deliverables simultaneously.
• Excellent collaboration skills, with the ability to work effectively across academic and administrative departments.

Preferred Qualifications

• Experience in enrollment marketing, student recruitment, or admissions operations within a university setting.
• Proficiency with mobile-first content capture (photography and short-form video) and editing tools (eg. Canva, Adobe Express, etc) to maintain a high-quality digital presence.
• Familiarity with the lead to applicant lifecycle and lead-scoring models.
• A deep curiosity about and practical application of generative AI tools to streamline copywriting, automate workflows, or enhance creative production.
• Experience supervising student employees, freelancers, or content creators, providing both strategic and creative direction.
• Technical understanding of SEO, AIO and GEO best practices and web optimization strategies to drive organic inquiry growth.

The School of Public Health at the University of Minnesota is a nationally ranked top 10 institution. Our school offers a superior array of advanced degrees and is home to numerous world-renowned research and training centers. Through excellence in education, research, and community engagement, the University of Minnesota School of Public Health advances health - from scientific discovery to public impact - by enhancing population health and preventing disease in the United States and globally. The school has 21 master's degree programs, 6 minors, over 130 faculty members and 1,256 current students.

Pay Range: $75,000-$90,000; depending on education/qualifications/experience

Time Appointment: 100% Appointment

Position Type: Faculty and P&A Staff

Please visit the Office of Human Resources website for more information regarding benefit eligibility.

The University offers a comprehensive benefits package that includes:

• Competitive wages, paid holidays, and generous time off
• Continuous learning opportunities through professional training and degree-seeking programs supported by the Regents Tuition Benefit Program
• Low-cost medical, dental, and pharmacy plans
• Healthcare and dependent care flexible spending accounts
• University HSA contributions
• Disability and employer-paid life insurance
• Employee wellbeing program
• Excellent retirement plans with employer contribution
• Public Service Loan Forgiveness (PSLF) opportunity
• Financial counseling services
• Employee Assistance Program with eight sessions of counseling at no cost
• Employee Transit Pass with free or reduced rates in the Twin Cities metro area

While our salary ranges provide a framework, it is important to note that most of the time, the initial pay may not reach the maximum of the range. This approach ensures that compensation reflects the value and unique contributions of each candidate while maintaining equity within our organization. As part of our commitment to fair and equitable compensation, please be aware that the salary offered to incoming candidates will be based on their individual credentials and experience.

Applications must be submitted online. To be considered for this position, please click the Apply button and follow the instructions. You will be given the opportunity to complete an online application for the position and attach a cover letter and resume.

Additional documents may be attached after application by accessing your "My Job Applications" page and uploading documents in the "My Cover Letters and Attachments" section.

Priority Deadline Note: The application review will begin on April 6th.

For a completed application, please include a resume and cover letter. Finalists may be asked to provide references.

To request an accommodation during the application process, please e-mail employ@umn.edu or call (612) 624-8647.

The University recognizes and values the importance of diversity and inclusion in enriching the employment experience of its employees and in supporting the academic mission. The University is committed to attracting and retaining employees with varying identities and backgrounds.

The University of Minnesota provides equal access to and opportunity in its programs, facilities, and employment without regard to race, color, creed, religion, national origin, gender, age, marital status, disability, public assistance status, veteran status, sexual orientation, gender identity, or gender expression. To learn more about diversity at the U: http://diversity.umn.edu

Any offer of employment is contingent upon the successful completion of a background check. Our presumption is that prospective employees are eligible to work here. Criminal convictions do not automatically disqualify finalists from employment.

Please note, this position is not eligible for H-1B or Green Card sponsorship. This position does not offer a STEM OPT training program.

The University of Minnesota, Twin Cities (UMTC)

The University of Minnesota, Twin Cities (UMTC), is among the largest public research universities in the country, offering undergraduate, graduate, and professional students a multitude of opportunities for study and research. Located at the heart of one of the nation's most vibrant, diverse metropolitan communities, students on the campuses in Minneapolis and St. Paul benefit from extensive partnerships with world-renowned health centers, international corporations, government agencies, and arts, nonprofit, and public service organizations.

At the University of Minnesota, we are proud to be recognized by the Star Tribune as a Top Workplace for 2021, as well as by Forbes as Best Employers for Women and one of America's Best Employers (2015, 2018, 2019, 2023), Best Employer for Diversity (2019, 2020), Best Employer for New Grads (2018, 2019), and Best Employer by State (2019, 2022).