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Associate Director of Marketing

Company: Vermont Law School
Location: South Royalton
Posted on: May 16, 2022

Job Description:

Associate Director of Marketing

Vermont Law School is committed to cultivating and preserving a culture of inclusion and connectedness. We grow and learn better together with a diverse group of faculty, staff, and students. In recruiting for faculty and staff, we seek unique backgrounds to enrich and challenge our community. As part of our commitment to compliance with the Americans with Disabilities Act, candidates who meet the qualifications for this position and who require accommodations to apply should contact Human Resources at Vermont Law School strives to raise the bar for being an Equal Opportunity Employer, and we prohibit discrimination based on race, color, religion, ancestry, sex, sexual orientation, gender identity, age, national origin, place of birth, marital status, disability, veteran's status, HIV status, pregnancy, genetic information, health insurance status, and crime victim status.

Position Summary:
The Associate Director works closely with the Associate Dean to oversee the development and execution of marketing strategies to strengthen the Vermont Law School brand and position the law school effectively among a variety of targeted audiences. These strategies must drive and support annual enrollment goals, increase awareness, and contribute to the overall success of the law school's strategic priorities. The Associate Director should have a strategic mindset and a passion for data. In addition to traditional marketing, the Associate Director will lead the digital advertising effort with a strong analytical focus on acquisition, conversion, optimization, and continuous assessment.

Essential Functions and Principal Accountabilities:

In collaboration with the Associate Dean, define the overall marketing and advertising strategy, which includes segmented messaging, persona building, and positioning for all degree and non-degree programs.
Advise and implement effective integrated marketing tactics to support enrollment goals and enhance the VLS reputation.
Develop and implement lead generation and lead nurturing strategies.
Recommend strategies and tactics that will result in continuous website, SEO/SEM and email marketing enhancements for improvement and growth.
Manage the structure and content of the VLS website from a user-centered approach and ensure accurate and effective messaging and targeting to attractive and enroll students.
Implement mobile friendly design on all content include websites, landing pages, and advertisements.
Effectively track and measure the marketing and advertising portfolio through establishing key institutional benchmarks, best industry practices, and net ROI.
Regularly monitor and prepare data and reports on the entire enrollment funnel from lead generation through enrolled. These reports include but are not limited to: CPC, CPA, CPL, pipeline reports.
Use, further develop and enhance marketing automation tools and CRM system to meet enrollment goals.
Manage team members effectively to drive enrollment goals. This includes setting and managing measurable objectives.
When necessary, research, hire, and manage consultants or freelance talent, including marketing copy writers, photographers, videographers, media buyers, and /or strategic marketing professionals.
Create and maintain safeguards and policies around confidential and/or sensitive consumer data, files and documents.
Effectively develop and manage the advertising budget and report regularly on forecasted ad spends.
Required Education, Skills and Experience:

Bachelor's degree in Business, Marketing or related field with minimum of 5 years experience in marketing and communications. Experience in law, graduate and/or higher education with an understanding of the enrollment process preferred.
Understanding of, appreciation for, and commitment to inclusion, including the ability to work with students, faculty, and staff from diverse backgrounds, identities, and viewpoints.
Experience in the development, execution, and measurement of multi-dimensional strategic marketing initiatives.
Knowledge of multi-faceted marketing channels including digital and social media; brand management through traditional and non-traditional channels; and online marketing and paid social media principles and practices.
Advanced technical skills, which includes a high-level of proficiency with Microsoft Excel and other data and reporting tools.
Must be able to adapt to new and emerging technology as established and communicated by the school.
Outstanding English-language communication skills and ability to collaborate with and influence internal and external stakeholders.
Direct experience working with all levels of an organization's leadership in the adoption of plans, tactics, and making course corrections on plans as needed based on emerging data, information, or market findings.
Strong leader with the ability to spearhead new ideas to drive revenue.
Flexible, creative thinker open to new ideas and changing priorities within a fast-paced organization.
Strong written and verbal communication skills.
Ability to think and act both analytically and strategically.
Experience working with a marketing automation tool and CRM system. Experience with Salesforce preferred.
Demonstrated commitment to the philosophy and mission of Vermont Law School.

Other Requirements:

95% Computer-related work.
Primary work is done sitting and/or standing at a desk.
Repetitive motion (keyboard, mouse, etc).
Ability to prioritize multiple tasks and deadlines and reorganize under pressure.
Ability to work independently and within a team.
Ability to manage the pressure of multiple deadlines.
Physical ability to perform all essential functions of the job with or without basic accommodations.
Must be able to work legally within the United States without sponsorship.
Willingness and ability to participate with the Vermont Law School faculty and student community and follow Covid19 safety policies and guidelines as laid out by the One VLS Action Team based on the changing landscape of the Covid19 pandemic.

Note: All job requirements are subject to possible revision to reflect changes in the position requirements or to reasonably accommodate individuals with disabilities. Some requirements may exclude individuals who pose a threat or risk to the health and safety of themselves or other employees. This job description in no way states or implies that these are the only duties to which will be required in this position. Employees will be required to follow other job-related duties as requested by their supervisor/manager (within guidelines and compliance with Federal and State Laws). Continued employment remains on an at-will basis.


Keywords: Vermont Law School, New England , Associate Director of Marketing, Advertising , South Royalton, Northeast

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