Director of Graduate Marketing
University of Miami

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The Director of Graduate Marketing at Miami Herbert Business School will lead the day-to-day execution of marketing initiatives designed to drive enrollment growth for the MBA and MS programs. Reporting to the Associate Dean, who sets the overarching strategies, the Director will focus on content creation and campaign management, ensuring all efforts align with the school's broader marketing objectives. This role demands a strong expertise in digital marketing, student lifecycle engagement, and content development. The Director will work closely with internal teams and external partners to support integrated communication and marketing automation efforts that elevate the Miami Herbert brand.

DEPARTMENT ADDENDUM

Department Specific Functions

1. Tactical Marketing Leadership:

• Implement daily marketing activities aligned with the strategic direction developed by the Associate Dean.

• Ensure marketing campaigns across digital, content, and other channels effectively drive student inquiries and enrollment.

• Collaborate with the Director of CRM, Executive Director of Communications and the Admissions team to maintain cohesive messaging and coordinated efforts in marketing and recruitment.

2. Digital Marketing Execution:

• Lead the execution of digital marketing campaigns on platforms like Google Ads, Meta (Facebook, Instagram), LinkedIn, SEO, and paid media, focusing on driving high-quality traffic and conversions.

• Ensure that digital marketing strategies are data-driven, continuously optimizing campaigns for maximum ROI and effectiveness.

3. Content Development and Lifecycle Marketing:

• Develop compelling content to support marketing automation and communication channels, addressing key stages of the student lifecycle from inquiry through enrollment.

• Partner with internal teams or external agencies to create engaging content for email campaigns, social media, and landing pages that resonate with prospective students.

• Ensure that all messaging aligns with the broader strategic goals and student journey.

4. Agency and Partner Coordination:

• Alongside the Associate Dean, work with external partners, agencies, and vendors to ensure that all marketing activities are aligned with the university's goals and delivered within agreed-upon timelines and budgets.

• Act as a liaison between internal teams and external agencies to ensure consistent tactical execution and alignment.

5. Team Leadership:

• Demonstrated ability to lead and manage small teams, ensuring day-to-day goals are met while providing mentorship and support to team members.

• Foster a collaborative team environment that promotes innovation and high performance.

6. KPI Setting and Performance Tracking:

• Set and define KPIs across the entire enrollment funnel, from lead generation to application and matriculation, ensuring clarity in marketing goals.

• Work cross-functionally with CRM, Admissions, and other teams to develop attribution models and generate reports that demonstrate marketing effectiveness.

• Continuously track and analyze campaign performance, using key metrics to optimize marketing efforts and improve outcomes.

7. Performance Monitoring and Reporting:

• Provide insights on GT4 (Google Tag Manager 4) and analytics to optimize digital marketing strategies and improve campaign performance.

• Report on campaign outcomes, and attribution models, and provide actionable insights to the Associate Dean and other senior leadership to assess overall effectiveness.

Department Specific Qualifications

Education:

Bachelors Degree in related field.

Experience:

7 years experience

A relevant combination of education and experience may be considered.

Knowledge, Skills and Attitudes:

• Proven experience in managing digital marketing platforms like Google Ads, Meta (Facebook and Instagram), LinkedIn, and other paid media tools.

• Strong expertise in content creation and campaign development to support student lifecycle marketing.

• Light familiarity with marketing and CRM systems to ensure seamless content integration and support.

• Familiarity with GT4 (Google Tag Manager 4) and analytics for performance tracking and reporting.

• Demonstrated ability to lead and manage small teams, ensuring high levels of execution and collaboration.

• Experience in setting and defining KPIs, as well as developing attribution models and reports to demonstrate marketing effectiveness.

The University of Miami is an Equal Opportunity Employer - Females/Minorities/Protected Veterans/Individuals with Disabilities are encouraged to apply. Applicants and employees are protected from discrimination based on certain categories protected by Federal law. Click here for additional information.Job Status:Full timeEmployee Type:StaffPay Grade:A11

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