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University of Massachusetts Amherst Director of Marketing Communications and Lead Management in Amherst, Massachusetts

Director of Marketing Communications and Lead Management

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Job no: 502005

Work type: Staff Full Time

Location: UMass Amherst

Department: Online Education

Union: PSU

Categories: Public Relations, Marketing, Communications

About UMass Amherst

UMass Amherst, the Commonwealth's flagship campus, is a nationally ranked public research university offering a full range of undergraduate, graduate and professional degrees. The University sits on nearly 1,450-acres in the scenic Pioneer Valley of Western Massachusetts, and offers a rich cultural environment in a bucolic setting close to major urban centers. In addition, the University is part of the Five Colleges (including Amherst College, Hampshire College, Mount Holyoke College, and Smith College), which adds to the intellectual energy of the region.

Job Summary

The Director of Marketing Communications and Lead Management reports to the Assistant Provost for Academic Programs and oversees marketing and lead management efforts for revenue-generating programs offered through the Division of Online Education (OE). The Director will work closely with University Relations in the coordination and implementation of all marketing efforts as it relates for OE. Through collaboration with the Academic Program Development team manage the program prioritization process as it relates to program development, marketing, staff resourcing needs and recruitment. The Director will manage the use and optimization of the Customer Relations Management (CRM) system used by University Without Walls (UWW) and the Division of OE. The Director is responsible for the supervision of work and staff of the UWW/OE Lead Management team in order to achieve optimum results in growing student populations and meeting institutional goals. The Director will actuate website content as it relates to student recruitment, lead management and prospective student resources.

Essential Functions

  • Work with University Relations and Academic Program Development Directors to develop marketing and communications plans for programs. Evaluate the success of these efforts on an ongoing basis by reviewing lead and conversation metrics. Liaise with University Relations, UMass Online, and other internal and external partners on marketing and promotional activities for programs administered by UWW/OE.

  • Direct lead management, lead cultivation and lead conversion for programs offered through UWW/OE in a manner consistent with higher education best practices through optimal utilization of a CRM system. Create and implement appropriate follow-up strategies by program to include inbound and outbound tactics, follow-up phone calls, email communications, advising appointments and other lead-nurturing campaigns.

  • Responsible for direct supervision and development of all staff Business Development and Lead Specialists in UWW/OE.

  • Contribute to the overall success of self-sustaining programs by providing solutions to team coordination and related workflow procedures, i.e. scheduling and promotion of recruiting events, development and maintenance of lead management resources. Continuously explore new and innovative ways to utilize the CRM tool to improve prospective student services and communications. Support UWW/OE as it evolves and creates integration points within campus resources to offer all students of the University flexibility in taking online, in-person and hybrid courses.

  • Oversee programmatic website content directly related to the recruitment of new students. Refresh content as needed, maintaining accurate information about programs for prospective students. Work with University Relations and the Academic Program Development team as new programs are developed to ensure web presence is deployed.

Minimum Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)

  • Bachelor's degree in Marketing, Business Administration, Communications or other related field.

  • Five years of relevant professional experience.

  • Ability to effectively collaborate with marketing professionals, particularly at mid- and senior-levels.

  • Understanding of marketing metrics and demonstrated success in leveraging them to drive conversions.

  • Extensive experience with Customer Relations Management (CRM) systems, such as Salesforce.

  • Strong leadership skills in lead management/lead cultivation.

  • Capacity for a high degree of independent decision making and initiative, including the ability to establish priorities, organize a team’s day-to-day activities and concurrently manage multiple complex tasks and projects.

  • Strong writing, proofreading, and editing skills of marketing content; campaign emails, website content, other recruitment and conversation tactics.

Preferred Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)

  • Master’s degree in Marketing, Business Administration, Communications, or other related field.

  • Strong management skills and the ability to supervise and direct a team responsible for supporting several different programs and initiatives that contribute to the overall strategic direction of the organization.

  • Experience working in a higher education setting and an understanding of university structure, particularly in relation to self-sustaining units.

  • Experience using digital marketing automation software; i.e., Marketing Cloud, Pardot, Constant Contact, HubSpot.

Work Schedule

Monday-Friday, 8:30 a.m.-5 p.m.

Salary Information

PSU Salary Level 28

UMass Amherst Exempt Salary Ranges

Special Instructions to Applicants

Submit cover letter, resume and names of three professional references. Review of applications will begin August 26, 2019. Position may remain open until filled.

UMass Amherst is committed to a policy of equal opportunity without regard to race, color, religion, gender, gender identity or expression, age, sexual orientation, national origin, ancestry, disability, military status, or genetic information in employment, admission to and participation in academic programs, activities, and services, and the selection of vendors who provide services or products to the University. To fulfill that policy, UMass Amherst is further committed to a program of affirmative action to eliminate or mitigate artificial barriers and to increase opportunities for the recruitment and advancement of qualified minorities, women, persons with disabilities, and covered veterans. It is the policy of the UMass Amherst to comply with the applicable federal and state statutes, rules, and regulations concerning equal opportunity and affirmative action.

Advertised: Jul 26 2019 Eastern Daylight Time

Applications close: Dec 31 2019 Eastern Standard Time