Reporting to the Associate Director of Enrollment Marketing, the
Enrollment Marketing Manager is responsible for developing,
planning, and executing integrated marketing plans designed to
recruit prospective students for specific programs at the
Institute. The main objective of these marketing plans is to
generate leads to help the Institute meet and exceed its enrollment
goals. The Enrollment Marketing Manager will optimize enrollment
marketing efforts by utilizing marketing automation tools, CRM
technology, social media marketing, cross-platform digital
marketing and advertising, SEO, website content, print collateral,
and other media/channels as defined by marketing plans. The
Enrollment Marketing Manager will also drive lead generation
through virtual and in-person event marketing, such as
informational webinars, conferences, and on-campus info sessions.
The Enrollment Marketing Manager collaborates with both internal
and external stakeholders throughout the development, planning, and
execution of all enrollment marketing plans. The person in this
role will also perform regular analysis of key marketing activity
in order to measure success and ROI, and to continually improve the
effectiveness of all marketing efforts. The marketing portfolio for
this position includes direct-entry and post-professional degree
programs as assigned by manager.
Develop and execute program-specific marketing plans utilizing a
mix of online, social media, event-based, and print marketing to
drive lead generation across a range of programs. (50%)
- Develop, execute, and optimize advertising and marketing
activity to national/international audiences via marketing
automation, CRM, social media, paid advertising, and other systems
- Develop and manage key marketing content and collateral to
increase website traffic (SEO) to program-specific pages on IHP
website, support social media marketing strategy, generate leads,
and raise visibility and awareness.
- Manage email/mail list purchases/rentals, e.g., GRE, NAAHP, as
needed to execute marketing plans.
- Work with external partners (digital marketing vendor,
freelance designer, others as needed) to execute of marketing
- Work with internal partners (e.g., Office of Strategic
Communications, IT) on content and video production as needed.
- Conduct market research and competitive analysis on regular
basis as part of marketing planning process to compare programs
along a spectrum of attributes (tuition, application requirements,
key messages, etc).
- Oversee and coordinate marketing support for in-person and
virtual events, including informational webinars, conferences, and
other recruitment events with potential for lead generation; in
close collaborate with Admission staff.
Develop and maintain recruitment-related web and social media
interfaces designed to drive lead generation, and ultimately,
enrollment, including Facebook; Twitter; Instagram; LinkedIn and
similar platforms. (30%)
- Maintain and update all content on admissions web pages.
- Work closely with Office of Strategic Communications to
maintain and update content on program-specific “story pages” and
other pages on IHP website.
- Develop and implement recruitment-related social media
marketing strategies to drive engagement with prospective
- Work collaboratively with the Office of Admission staff on
appropriate deadline-driven campaigns, as needed.
- Collaborate with the Office of Strategic Communications on
social media techniques and channels that serve to recruit students
by leveraging the overall IHP brand
Administrative and analytic responsibilities include (20%):
- Collaborate with Associate Director of Enrollment Marketing,
Director of Admission, and OES staff to contribute to the entire
marketing team’s and IHP’s overall success.
- Create and maintain reports necessary to track the performance
of campaigns and marketing efforts .
- Monitor and keep spending within budget allocated to marketing
- Back-up coverage/support for other members of Enrollment
Marketing team as needed during absences or busy periods
- Other responsibilities and projects as assigned by Associate
Director of Enrollment Marketing.
- Bachelor’s degree in related field with 3-5 years of marketing
- Experience devising and executing strategic marketing plans
with campaigns targeted and personalized to specific
- Experience with digital marketing platforms and tools,
including Marketing Automation, CRM, Social Media, and Web Content
Management Systems (CMS), with the capability to master new
software applications and technologies.
- Proficient to expert in Adobe Creative Cloud and Microsoft
- Ability to think critically, analyze information, develop
reports, and make actionable recommendations.
- Demonstrated effective written and oral communication
- Excellent track record of collaborating with multiple
stakeholders across complex organizations. Results oriented with
strong problem-solving skills to overcome real and perceived
- SEO and Google analytics knowledge, including analytic analysis
and keyword effectiveness.
- Facebook Ads and Linkedin Ads knowledge.
- Higher education enrollment marketing experience, while not
necessary, is highly desired.
a) Administrative Skills- Excellent communication, management,
and interpersonal skills; customer-oriented. Ability to
handle multiple projects tasks. Strong organizational
b) Technical Skills- Strong writer with proven project
management skills. Strong knowledge of word, excel, PowerPoint, a
wide range of social media platforms, as well as e-marketing
and social media best practices and strategies. Design software
experience preferred in Adobe’s Creative Suite.
c) Physical Capabilities – The physical demands described here
are representative of those that must be met by an employee to
successfully perform the essential functions of this job.
Reasonable accommodations may be made to enable individuals with
disabilities to perform the essential functions. While
performing the duties of this job, the employee is regularly
required to sit, stand, and walk; use hands to finger, handle or
feel objects, tools or controls; and talk. Specific vision
abilities required by this job include close vision and the ability
to adjust focus.
Some supervision of marketing graduate assistant as needed.
Monitor marketing budget activity, e.g., for list purchase, ads,
Work is performed under stress of deadlines and peak periods of
activity. Fast-paced office environment. Some evening
and weekend hours may be necessary. Some travel may be
TRAINING/TIME REQUIRED TO LEARN JOB
Initial training to school, programs, and office procedures will
be required, approximately 1-3 months.
ABOUT MGH INSTITUTE:
MGH Institute of Health Professions is a graduate school in
Boston that provides entry-level and post-professional programs in
Nursing, Communication Sciences and Disorders, Genetic
Counseling, Occupational Therapy, Physical Therapy, and
Physician Assistant Studies. The PhD in Rehabilitation Sciences and
a PhD and Master of Science in Health Professions Education have
been added in recent years to meet rising demand for highly
educated health care professionals, educators, and researchers.
Integrating classroom learning with research and clinical
experience, the Institute grants doctoral degrees, master's
degrees, awards certificates of advanced study, and offers
continuing education to practicing professionals.
The IHP is the only degree-granting affiliate in Mass
General Brigham (MGB), the largest private employer in the
Commonwealth of Massachusetts. The Institute has been recognized
multiple times by The Chronicle of Higher Education as a “Great
College to Work For.” A leading health sciences educational
institution, MGH Institute provides students with outstanding
academic programs, many of which are ranked among the best in the
MGH Institute of Health Professions has announced an
organization-wide anti-racism initiative to think boldly about race
and bring together all members of the IHP community to address
systemic racial injustice as well as oppression more broadly. The
plan seeks to create a supportive and inclusive campus environment
and better support the diverse communities the school serves. We
are excited about this new initiative and are hiring employees who
are committed to justice, equity, diversity, and inclusion and will
contribute to our anti-racism and anti-oppression
The MGH Institute of Health Professions is an equal opportunity
employer and is committed to enhancing the diversity of its faculty
and staff. We welcome nominations and applications from individuals
who would bring diversity of experience, thought and practice to
the Institute’s research, teaching and clinical missions.
Applications from protected veterans and individuals with
disabilities are strongly encouraged.