Marketing Specialist CAS

Title: Marketing Specialist CAS

Employee Classification: PE - Professional/Technical Exempt

Pay Grade: PT 08

Division: Academic and Student Affairs

Department: Arts and Sciences Dean

Campus Location: Main Campus

General Summary

The Marketing Specialist will develop and oversee compelling, well-branded and effective student recruitment communications and other marketing content in print and digital formats for the assigned College. The overall objective is to support the University's recruitment efforts and build the College's global and regional brand, enhance its academic reputation, and promote Eastern Michigan University's strong focus on serving diverse and international populations.

Principal Duties and Responsibilities

• Responsible for developing marketing strategies and plans, executing or managing the associated deliverables, and monitoring and analyzing the results of those marketing activities, working collaboratively with assigned college Marketing, the Office of the Dean, and the University's Division of Communications.
• Create and oversee innovative social media and digital strategies to increase the visibility of the College, increase awareness of its academic programs, and drive potential students to designated recruitment web pages.
• Work closely and collaboratively with the University's Division of Communications to ensure cohesive and consistent branding and communications in all marketing efforts.
• Develop comprehensive marketing initiative to promote the assigned college as a global and regional leader in education.
• Drive brand awareness, site traffic and student enrollment through the development and execution of digital marketing strategies and plans, including (but not limited to) SEO, Google Ads, paid and organic campaigns, and influencer engagement. Track results of the plans and adjust as needed to maximize impact.
• Reach an external audience of business leaders, influencers, and media through distribution of a newsletter, publications, videos and podcasts to increase awareness of the assigned college brand.
• Collaborate with leadership from the College, EMU Foundation, and assigned college to build an extensive, high-quality mailing list for these materials.
• Coordinate participation in major industry events to grow assigned college brand and enhance its reputation as a global leader. Identify and develop relationships with strategic partner organizations such as corporations, foundations, and companies in the to support the student experience in the assigned college.
• Participate in daily communications and weekly team meetings with assigned college Marketing and the Dean to share initiatives and activities, and participate in a review and approval process with those teams and with the University Communications Office in the development of advertisements, social media posts, digital campaigns, and other marketing initiatives.
• Work closely with the EMU Foundation to support fundraising initiatives and the development of strategic partnerships with alumni and supporters.
• Work collaboratively within the assigned college to identify internal news and accomplishments, source photo/video elements, write/develop content and storytelling as needed, and maximize distribution and coverage of content.
• Develop high-quality brochures, booklets, fact sheets, posters, pop-up banners, advertisements, and other marketing materials to support student recruitment efforts.
• Create, manage, and implement production timelines and marketing tactics, including email outreach, web updates, social media marketing, print materials, and planning for major student recruitment outreach events.
• Manage the web and internet presence, including content creation and control, and provide guidance to college departments regarding their respective websites to ensure a unified brand and student recruitment focus.
• Generate ideas and build rich content for campaign landing pages and academic program websites identified as strategic priorities. Write for SEO optimization, including all metadata.
• Ensure a cohesive look and feel across all of the college's marketing efforts that work in concert with the University's brand and style guides through collaboration with the Division of Communications, Enrollment Management, and Admissions.
• Identify and monitor market competition, perform informal market research and analysis, and remain informed of market trends and best practices.
• Monitor the annual budget for marketing initiatives within the college, keep leadership informed of any significant budget adjustments or concerns, and end the fiscal year without any shortfalls.
• Follow proper University procedures for all purchasing and financial matters.
• Perform related duties as assigned.

Minimum Qualifications:

A Bachelor's degree in marketing, public relations, communications, or a related field is required.
At least three years of progressively more responsible experience in a marketing-specific role for a medium to large-sized organization is required.
Exceptional verbal, written, and interpersonal communication skills and a collegial, collaborative management style are required.
Demonstrated experience in quickly and accurately producing high-quality, well-branded, integrated, and effective marketing materials, including promotional brochures, flyers, and website landing pages is required.
Excellent and demonstrable writing, proofreading, presentation, and event management skills are required.
Ability to work in a fast-paced, highly-matrixed environment with changing priorities while demonstrating a calm and confident demeanor, with excellent time management and multitasking abilities.
Proven digital and social media skills, knowledge of current trends and best practices, and ability to drive positive results and engagement.
Must be highly proactive and self-motivated, team-oriented, creative, and resourceful.

Proven experience working successfully with cross-functional teams.
A professional portfolio reflecting the experience detailed above is required.

Preferred Qualifications:

An advanced degree is preferred.

A solid understanding of campaign analytics and measurement is preferred.
Working knowledge of Photoshop, InDesign, video editing, and website content management systems is preferred. 

Knowledge of higher education and experience in a highly complex organization is preferred.

Appointment Percentage:

100%