Associate Dean, Marketing

Penn Admissions is looking for a data-enthusiast and skilled collaborator who plans and implements a comprehensive marketing program to raise awareness of the Penn brand. You'll implement, and will coach others to implement, new marketing tactics across the Admissions Office and in collaboration with partners on campus. You'll partner with other members of the Marketing & Communications team and the broader Admissions team, to expand and reimagine Penn Admissions' marketing strategy, with a focus on growing the office’s inbound marketing capabilities. You'll play a key role in developing a new, office-wide persona-based audience segmentation framework: applying relevant analyses to identify well-defined audience segments on which Penn can grow brand awareness, develop relationships with key market influencers, and continue to compete successfully for the world’s top college-bound talent.

 Your Role

• Develop and implement an annual marketing plan to build audiences for Penn recruiting events (virtual and related to recruitment travel), and raise institutional visibility, in response to metrics and small-scale market research.
• Grow basic capabilities across Penn Admissions related to persona-driven segmentation.
• Promote and foster a data-driven approach to decision making, using existing data and recommending and establishing additional metrics to assess the impact of major marketing initiatives.
• Inspire a customer-centric culture of marketing and communication.
• Work closely within the Marketing/Communications team, as well as with the Recruitment and Yield teams, to plan and implement annual strategies, with a focus on inbound marketing tactics and digital communication, including the web, and social media advertising campaigns.
• Supervise and mentor a team of 2-4 staff members; influence and partner with a team of 30+ admissions professionals and operational staff.
• Help the Admissions Office to develop and execute an inbound marketing strategy, educating the office about lead generation tactics, and growing the team’s inbound capabilities.

This is a terrific opportunity for growth within highly selective admissions, as the Associate Dean of Marketing will also manage a small geographic territory for the Admissions Office, and will participate in the recruitment, evaluation, and selection of freshman and transfer candidates to Penn s four undergraduate schools.

Qualifications

• BA/BS and 7-10 years of experience.
• Demonstrated experience with inbound marketing and interest in adapting inbound tactics to a higher education context.
• Proven experience using customer segmentation to drive successful campaigns, including success with email marketing, lead nurturing, marketing automation, and/or web analytics. 
• Demonstrated experience working with a CRM application, SLATE preferred.
• Proficiency in marketing automation in order to generate traffic, convert visitors into leads, and then nurture them (using dynamic workflows) into converted applicants or evangelists of the Penn brand.
• Highly analytical and able to derive meaning from data.
• Excellent writer and communicator (in both written, visual, and verbal form). Admissions Officers give frequent presentations, both formal and informal.
• Highly proficient with Excel, content management systems, social media and analytics tools.
• Higher Ed experience/exposure is a terrific plus.

Why You'll Like Working in Penn Admissions

• Penn is frequently cited as an outstanding employer due to the environment and benefits we provide. We’ve had the honor of being officially recognized for our efforts in many areas, including workforce diversity, a healthy work environment, and work/life balance programs.