Associate Director, Admissions Demand Marketing

Job Description Summary

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In 2022, Bentley University launched a bold 2030 strategic plan, called Falcons Forward 2030. The plan is built around five key focus areas : (1) a Culture of Leadership & Innovation, (2) Market Oriented Collaboration, (3) Catalyst for Business-Driven Impact, (4) Access & Opportunity, and (5) Financial Sustainability.

The Strategy & Innovation Division (SID) was established after the launch of the strategic plan with a mission to support impactful, scalable, and sustainable growth that maximizes the resources, assets, and capabilities of Bentley University and is aligned with the mission and Falcons Forward 2030.

While all five of the focus areas are critically important to SID, Focus Area 2, which ensures Bentley aligns with the market to drive revenue and impact, is critical for this position.

Graduate Admissions sits at the nexus of connecting the market to students, as Bentley diversifies its revenue mix through growth of its graduate programs.

Position Overview

Reporting to the Director of Graduate Admissions, the Associate Director, Admissions Demand Marketing will assist the Graduate Admission Department with demand marketing activities (e.

g. recruitment and yield programming) by planning, executing, and assessing admission events. Events will include on campus, off campus, and virtual programming, focused on awareness and enrollment conversion.

The position will work in collaboration with Admissions, Marketing, SID, and Senior staff to conceptualize event programming that fosters prospect / applicant engagement, drives pipeline growth, and facilitates pipeline conversion.

Essential Duties

• Collaborate with leadership teams and faculty on high-level strategy for graduate admission events.
• Evaluate events using registrant and attendee data, feedback, and surveys to make improvements in reaching strategic goals.
• Coordinate community participation to assist with achieving event goals.
• Maintain relationships with external vendors and internal partners for event programming.
• Coordinate staffing assignments, secure student workers, and lead pre-event team meetings.
• Schedule events in Slate (Bentley’s CRM), proof email triggers, and monitor registrations.
• Work closely with faculty and admission officers to understand their event needs and objectives.
• Create and manage event budgets, track expenses, and ensure events are delivered within budget.
• Plan and execute all aspects of guest experience, including registration, and any special requests or accommodations.
• Identify and resolve any issues or challenges that arise during event planning and execution.
• Provide support in the development of presentation decks for events.

Other Duties

• Assist with engagement activities for event planning such as phone outreach during busy peak periods of admission cycles.
• Provide additional assistance with special event programs held by our division or campus partners.
• Participate in professional development training opportunities to learn about ways we can continuously enhance our programming.

Minimum Qualifications

Bachelor’s Degree required. 4-5 years of higher education experience preferred, but prior event management experience can serve as a substitute.

Skills including organizational and analytical abilities, strong communication, creative thinking, ability to manage multiple tasks, and belief in the value of a higher education are expected.

Ability and sensitivity in dealing with diverse populations. Flexibility to work evenings, weekends, and on campus as required.

Excellent project management skills to develop and maintain event timelines to ensure all tasks are completed on schedule.

Creativity and the ability to develop unique event concepts. Proficiency in using software tools to manage and organize event planning.

Work Environment

This position requires evening and weekend work and may involve domestic and international travel in order to conduct recruitment activities.

Recruitment activities may require several hours of travel by plane and / or car, loading, unloading, and carrying materials and supplies, and standing for long periods.

This position may require frequent prolonged periods of screen time for computer work and virtual meetings / events. Bentley University requires references checks and may conduct other pre-employment screening.

Diversity Statement

Bentley University strives to create a campus community that welcomes the exchange of ideas and fosters a culture that values differences and views them as a strength in our community.

Bentley University is an Equal Opportunity Employer, building strength through diversity. The University is committed to building a community of talented students, faculty, and staff who reflect the diversity of global business.

We strongly encourage applications from persons from underrepresented groups, individuals with disabilities, covered veterans, and those with diverse experiences and backgrounds.

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