Director of Marketing - Graduate, Workforce Development and Online programs

Director of Marketing – Graduate, Workforce Development and Online programs

Salary range $85,000-$95,000

POSITION SUMMARY

The Director of Marketing is responsible for developing, executing, managing, and optimizing comprehensive marketing strategies that drive awareness, engagement, lead generation, enrollment growth, and revenue for Lasell University's Graduate & Professional Studies programs, Workforce Development (WFD), and online degrees.

Reporting to the Assistant Vice President for Marketing & Communications and working directly with the leadership team of these academic areas, this position serves as the primary marketing partner for those three entities, collaborating with academic leadership, admissions, workforce development, and external partners to create and implement integrated marketing campaigns that support institutional and divisional goals.

The Director oversees marketing initiatives across digital, print, social media, email, search, advertising, public relations, events, and emerging channels while leveraging data and analytics to continuously improve performance and return on investment.

The ideal candidate is a strategic marketer who can translate business objectives into measurable marketing initiatives while also serving as a hands-on leader capable of managing campaigns from concept through execution.

PRINCIPAL DUTIES AND RESPONSIBILITIES

The statements below are intended to describe the principal duties of the person assigned to this role.

Strategic Marketing & Campaign Management

• Develop and execute annual and multi-year marketing plans that support enrollment, revenue, and brand objectives.
• Serve as the lead marketing strategist for graduate programs, certificates, professional education offerings, and workforce development initiatives.
• Partner with academic and administrative leaders to identify growth opportunities, target audiences, and market positioning strategies.
• Create integrated marketing campaigns that move prospective students and workforce learners through the enrollment funnel.

Lead Generation & Enrollment Marketing

• Develop and manage campaigns designed to generate inquiries, applications, enrollments, and program participation.
• Collaborate with the graduate enrollment team to align marketing efforts with recruitment goals and enrollment cycles.
• Support CRM and marketing automation initiatives, including lead nurturing and email marketing campaigns.
• Monitor and optimize campaign performance to improve conversion rates throughout the student journey.

Digital Marketing

• Manage and optimize digital marketing initiatives including:
  • Answer Engine Optimization (AEO)
  • Search Engine Marketing (SEM)
  • Search Engine Optimization (SEO)
  • Paid social advertising
  • Display advertising
  • Retargeting campaigns
  • Video and streaming advertising
  • Email marketing
  • Website content and landing pages
• Work with internal and external partners to ensure campaigns are effectively targeted, measured, and optimized.

Content Strategy & Brand Management

• Develop compelling content that supports program promotion, thought leadership, enrollment marketing, and workforce engagement.
• Create content for websites, social media, email campaigns, digital advertising, brochures, videos, and other marketing materials.
• Ensure all marketing communications align with Lasell University's brand standards, messaging, and visual identity.
• Identify opportunities to repurpose content across multiple channels and audiences.

Market Research & Analytics

• Conduct market research, competitive analysis, and audience research to identify trends and opportunities.
• Analyze campaign performance using web analytics, CRM data, advertising platforms, and enrollment metrics.
• Prepare regular reports and recommendations for leadership teams.
• Utilize data-driven insights to improve marketing effectiveness and resource allocation.

Project & Relationship Management

• Manage marketing projects from concept through execution while maintaining timelines, budgets, and deliverables.
• Coordinate with internal stakeholders, vendors, agencies, freelancers, and media partners.
• Maintain a comprehensive marketing and communications calendar.
• Support special events, program launches, partnerships, and institutional initiatives as assigned.
• Perform other duties as assigned.

PREFERRED QUALIFICATIONS & SKILLS

Knowledge and Experience

• Bachelor's degree required
• 5-7 years experience in communications and/or marketing in higher education (specifically graduate programs) or related industry.

• Experience developing and executing integrated marketing campaigns that produce measurable results.

• Knowledge of enrollment marketing, adult learner recruitment, workforce development marketing, or higher education marketing preferred but not required.
• Experience with digital advertising platforms, marketing automation tools, CRM systems, and analytics platforms.
• Demonstrated knowledge of AEO, SEO, SEM, content marketing, lead generation, and conversion optimization strategies.
• Experience managing multiple projects simultaneously in a fast-paced environment.

Skills

• Strong strategic thinking and marketing planning abilities.
• Excellent project management and organizational skills.
• Strong written, verbal, and presentation communication skills.
• Ability to analyze data and translate insights into actionable recommendations.
• Demonstrated attention to detail and commitment to quality.
• Ability to build relationships and collaborate effectively with cross-functional teams.
• Self-motivated with the ability to work independently and manage competing priorities.
• Familiarity with content management systems, marketing technologies, and basic HTML preferred.
• Experience with Adobe Creative Suite, Canva, or similar creative platforms preferred.

WHY LASELL?

• Competitive salary
• Comprehensive benefits package including:
• Medical
• Dental
• Vision
• Retirement
• Tuition benefits
• Generous time off
• Hybrid/remote work options

Lasell University is committed to equal opportunity in every aspect of hiring and employment. Lasell proactively reviews its policies and practices to assure that decisions with respect to every dimension of employment are made without regard to age, color of skin, disability, gender expression and identity, genetic predisposition, marital status, national origin, race, ethnicity, religion, sex, sexual orientation, veteran's status, status as a victim of domestic violence, and all other protected groups and classes under Federal and State Laws and executive orders.