Summary

Boston University seeks a strategic and experienced Associate Director, Strategic Marketing & Communications for Graduate Enrollment to help shape and execute the marketing and communication strategy for master's and professional programs at a leading global university. This position will play a pivotal role in the implementation, rollout, adoption, and continued use of BUs new Slate CRM system, supporting graduate enrollment objectives through innovative marketing, admissions, and enrollment functions. The Associate Director reports to the Assistant Vice President for Strategic & Digital Marketing.

The Associate Director will provide overarching strategic direction, lead high-priority projects, and collaborate closely with marketing and enrollment teams across BUs schools and colleges to help shape and guide their communication strategies. By leveraging the capabilities of Slate CRM, this role will ensure alignment across campaigns, deliver data-informed insights, and enhance audience engagement. Overseeing two full-time Slate-focused marketing and communication team members, this position will also oversee their work to foster cohesive messaging, effective tactics, and professional growth. This role offers the opportunity to lead cutting-edge initiatives, utilizing Slate CRM, GA4 data analytics, and audience-focused marketing strategies. It requires a leader with a strong mix of strategic vision, hands-on project management expertise, and the ability to mentor a dynamic team to deliver innovative and measurable results.

Essential Functions

Slate: Marketing & Communication Leadership (30%)

Oversee communication arm of Slate, acting as primary Slate communications administrator for BU. Serve as BUs Slate expert for marketing and communication activities that flow through the system. Collaborate with BUs Slate team to strategize and prioritize new functionality and enhancements to ensure that BU maximizes Slates marketing and communication capabilities to support BUs enrollment objectives while ensuring that our use of these capabilities is as effective and streamlined as possible. Lead marketing and communication related workshops and training to ensure that Slate users understand the capabilities and process for marketing and communication activities available to them. Establish standard guidelines and best practices for communication throughout the student journey in Slate. Stay abreast of best practices, changes, upgrades, enhancements and resources related to Slate Deliver. Manage and mentor BUs central Slate marketing and communication team.

Marketing & Communications Strategy & Execution (30%)

Lead and execute marketing and communication activities aimed at enrolling students in BUs masters and professional programs. Provide strategic consultation and guidance to school/college-based enrollment marketing teams on marketing and communication strategies and messaging, from inquiry to enrolled students. Depending on the initiative, this role may also be responsible for assisting with the execution of these strategies. Proactively collaborate with folks leading digital marketing/advertising efforts to generate interest and inquiries into masters and professional programs ensuring theres an ongoing feedback loop that effectively connecting outreach efforts with nurture and enrollment strategies. Ensure that advertising outreach is as targeted as possible based on market demand as well as past enrollment into individual programs. Lead strategic messaging, positioning, and communication planning initiatives to develop differentiated messaging and communication strategies for key programs.

 

Data Monitoring, Analysis & Optimization (20%)

Collaborate with data analysts to leverage available data and reporting tools within and outside of Slate to assess and optimize the effectiveness of enrollment marketing strategies. Elevate areas of concern and collaborate with appropriate central and school-based team members to strategize and/or implement changes or optimizations to improve lower-performing strategies.

Other Communication & Outreach Initiatives (20%)

Collaborate with members of the Graduate Enrollment team, school/college colleagues, and other university units to develop and maintain key marketing, communication, and outreach initiatives. Provide shared leadership, strategic direction and development of critical efforts, including the graduate education website, international recruitment strategies, and driving communication yield initiatives to support enrollment goals.

Minimum Qualifications:

Bachelors degree in marketing, communications, or a related field; masters degree preferred. 5-7 years of experience in marketing, communications, or enrollment management, with demonstrated leadership and project management experience. Graduate enrollment experience strongly preferred. Robust experience with Slate CRM including Slate Deliver, enrollment marketing tools, and campaign automation. Advanced knowledge of Google Analytics 4 (GA4) and experience in using data to measure campaign performance and guide strategy. A strong understanding of and interest in the changing nature of graduate and professional education. Exceptional writing, editing, and content development skills with an eye for detail. Must be able to effectively synthesize and present information to a variety of levels of colleagues. Proven ability to collaborate across teams and manage complex projects with multiple stakeholders. Strong organizational and analytical skills, with the ability to balance strategic vision and day-to-day project management. •Experience leading, managing, and mentoring a team. •Must be a self-starter with a proven ability to take initiative, bringing creativity, enthusiasm, and innovative ideas that can positively impact graduate enrollment at the university. •The ability to successfully manage a healthy work/life balance, including a sense of humor.