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Form of workBoston University Virtual is a new unit at Boston University focused on the creation of high-quality online degree and certificate programs. We are seeking an Assistant Vice President, Strategic Enrollment Management & Student Success to lead the university's efforts to recruit students for its growing portfolio of online graduate and certificate programs. Reporting to the Vice President and Associate Provost of BU Virtual, the AVP will provide leadership focus on strategy and planning related to creating a holistic experience for all students from application for admission through to enrollment and the overall student journey. The AVP is a highly collaborative leader who works in close partnership with the schools and colleges at Boston University on the growth and expansion of online graduate programs. The successful candidate possesses excellent digital marketing, ENROLLMENT MANAGEMENT and analytical skills, and has the ability to build out a STRATEGIC ENROLLMENT plan, and improve on every metric in the enrollment spectrum. This individual develops recruitment, admissions and STUDENT SUCCESS initiatives across the online graduate program portfolio to achieve enrollment targets and in ways that support an efficient, sustainable student acquisition model for online programs. This is a unique opportunity to be part of a new unit at BU which is in the process of building and launching a portfolio of in-demand, high-quality online programs that increase reach and accessibility to new learner segments.
Primary Responsibilities
- Provides STRATEGIC ENROLLMENT MANAGEMENT leadership and oversight for BU Virtuals portfolio of online graduate programs, working in collaboration with Boston University's schools and colleges.
- Steers the creation of a STRATEGIC ENROLLMENT MANAGEMENT plan for online graduate program growth.
- Oversees the total prospective online student/lead generation experience through multiple channels, using data and information to track key performance indicators and success of lead tactics.
- Develops recruitment and admissions initiatives to meet enrollment targets.
- Regularly analyzes data, competitive landscape and enrollment trends to shape, guide and direct enrollment planning and objectives.
- Creates and executes targeted digital marketing and marketing strategies to include paid search, pay-per-click web and mobile advertising, and geo targeting to generate interest and engagement with key student and applicant segments.
- Develops comprehensive messaging for all phases of the enrollment process, working in collaboration with university teams and partners, to support all marketing channels (social media, advertising, affiliate, search, etc.)
- Regularly assesses the cost and benefit of budget allocations whether direct or through partnership by inquiry source and marketing channel for efficacy and reallocate as necessary to advance enrollment goals.
- Manages relationships with enrollment partners and vendors to maximize best practices for achieving online enrollment targets.
- Works with marketing teams across the university to guide development and creation of admissions materials, micro websites and other materials, as appropriate, to drive lead generation, application volume, STUDENT SUCCESS and conversion.
- Designs and leads the overall student acquisition and success process to promote STUDENT SUCCESS, student engagement, student retention, and ongoing STUDENT SUCCESS.
A cover letter is required for consideration.
- A Master's degree in business, marketing, or related field; or the equivalent combination of education and experience.
- 12+ years of relevant digital marketing and ENROLLMENT MANAGEMENT experience in the higher education industry, with 8+ years of demonstrated leadership experience.
- A proven track record of successful leadership in ENROLLMENT MANAGEMENT and marketing of online programs in a university or related environment.
- Exceptional digital marketing and ENROLLMENT MANAGEMENT skills in all facets of student acquisition and success, with the ability to navigate and test multiple outreach channels to achieve goals.
- Specialized knowledge of inquiry generation, digital customer engagement, SEO marketing, channel marketing, value creation, lead nurturing and conversions.
- Strong understanding of the higher education landscape, particularly the growth in online graduate and certificate programs.
- Ability to analyze data and create reports to assess effectiveness of marketing channels and strategies.
- Ability to use data-informed decision-making to inform channel allocations and refinements.
- Ability to work with multiple partners in building consensus and relationships while managing the prioritization of competing requests in a dynamic environment.
- Excellent planning, administration, organizational and supervisory skills.
- Excellent writing, research and presentation communication skills, and a bias for action and results.
We are an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, age, national origin, physical or mental disability, sexual orientation, gender identity, genetic information, military service, pregnancy or pregnancy-related condition, or because of marital, parental, or veteran status. We are a VEVRAA Federal Contractor.
Job LocationBOSTON, Massachusetts, United StatesPosition TypeFull-Time/Regular
