Assistant Director of Enrollment Marketing

Job Classification:  Staff, Full-Time, 12 Month, Exempt 

Reports to:    Director of Strategic Marketing and Communications

Department:   Marketing and Communications

Summary

Mercersburg Academy is seeking a thoughtful, strategic, and technically skilled Assistant Director of Enrollment Marketing to help shape how the school communicates with prospective students and families. This role combines enrollment strategy, digital marketing, analytics, and content direction to strengthen the full enrollment funnel—from first inquiry through enrollment.

Reporting to the Director of Strategic Marketing and Communications, this position partners closely with Admissions and supervises the Content Marketing Manager while collaborating with the communications team across creative, editorial and content production, social media, video, and photography.

What You Will Do

Lead Enrollment Marketing Strategy

• Partner with Admissions to identify target audiences, clarify messaging, and strengthen the path from inquiry to enrollment.
• Develop and implement top-of-funnel communication strategies that support enrollment goals.
• Align messaging and marketing tactics across key enrollment stages including inquiry, visit, application, and yield.
• Support enrollment outreach strategies during travel season and yield periods.

Drive Digital Marketing and Content Strategy

• Develop and oversee a cohesive, multi-channel enrollment marketing strategy across email, website, social media, and digital advertising.
• Guide content development to ensure messaging is aligned, audience-focused, and strategically deployed across platforms.
• Contribute directly to writing and editing, particularly for email communications and key enrollment messaging.
• Ensure content is sequenced effectively throughout the enrollment funnel so prospective families receive the right message at the right time.

Strengthen Messaging and Brand Positioning

• Help articulate the school’s value proposition in a competitive independent school landscape.
• Guide admissions-facing editorial direction and digital advertising messaging.
• Ensure consistency across institutional channels including the website, social media, print collateral, and third-party school profiles.
• Partner with internal stakeholders to align messaging across digital and in-person experiences.

Lead Data, Analytics, and Marketing Technology Efforts

• Monitor and analyze performance across email marketing, website traffic, social media, and digital advertising campaigns.
• Develop and maintain dashboards, reporting systems, and audience insights to inform strategy.
• Translate analytics into actionable recommendations that improve targeting, engagement, and conversion.
• Support best practices in SEO/GEO/AIO, audience segmentation, CRM strategy, and marketing automation.
• Help optimize the institution’s digital ecosystem and enrollment communications infrastructure.

Collaborate Across Teams

• Work closely with communications and admissions colleagues to align creative, editorial, digital, and social efforts.
• Provide strategic guidance on channel strategy, posting cadence, and audience engagement.
• Coordinate with external vendors and partners to maintain a cohesive digital presence.
• Contribute to a culture of collaboration, innovation, and data-informed decision-making.

Physical Demands

The conditions herein 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 job functions.

• Environment: Work is performed in an indoor/office environment where the noise level ranges from quiet to moderate. Work will also be performed outside an office environment to visit prospective students and families.  These environments will vary.
• Physical: Primary functions require sufficient physical ability and mobility to walk, stand, and sit for prolonged periods of time; to travel in all modes of transportation; sufficient manual dexterity and eye-hand coordination to operate office machinery; and to verbally communicate to exchange information with both English-speaking and non-English speaking contacts.
• Vision: See in the normal visual range with or without correction. (Standard)
• Hearing: Hear in the normal audio range with or without correction.

This description is intended to provide a general scope of the position. This job description may include other duties as assigned by the manager.

What We’re Looking For

Strong candidates will be strategic thinkers who are also comfortable working within the technical and analytical side of modern marketing. You should be highly collaborative, audience-focused, and confident using data and digital tools to drive decision-making.

Experience and Background

• 5–10+ years of experience in enrollment marketing, integrated marketing, digital strategy, or brand strategy.
• Experience developing multi-channel marketing and communications plans.
• Strong understanding of analytics, conversion strategy, and performance marketing.
• Experience working with CRM systems, digital advertising, email marketing, and web analytics.
• Familiarity with independent schools, higher education, or mission-driven organizations preferred.

Tools and Systems You May Use

• CRM and enrollment systems (e.g., Veracross)
• Google Analytics and website reporting tools
• Email marketing and marketing automation platforms
• Content management systems (e.g., Finalsite)
• Social media analytics and scheduling platforms
• Digital advertising and audience targeting tools
• Project management and collaboration software