Associate Director of Admissions Marketing

The Associate Director of Admissions Marketing leads the strategy and execution of marketing efforts that support enrollment at the University of Maine. This role is responsible for developing and implementing integrated, audience-driven marketing initiatives that attract, engage, and convert prospective students.

Housed within the Division of Marketing and Communications, this position works in close partnership with Enrollment Management to align marketing strategies with recruitment goals and enrollment priorities. The Associate Director serves as the primary marketing lead for admissions, translating institutional goals into targeted campaigns, messaging, and outreach across digital and traditional channels.

This role serves as a key coordinator across colleges and schools, bringing together marketers and recruiters to ensure alignment, consistency, and effectiveness in recruitment marketing efforts. Typical hiring range for this position is $70,000 to $78,000 commensurate with qualifications and experience.

Summary of Key Responsibilities:

• Lead integrated admissions marketing strategies and campaigns that support enrollment goals and drive prospective student engagement from inquiry through enrollment.
• Serve as the central coordinator for admissions marketing efforts across colleges, schools, Enrollment Management, and recruitment teams to ensure alignment, consistency, and collaboration.
• Develop compelling, audience-focused messaging and content across web, email, advertising, print, and digital channels that strengthen UMaine’s value proposition and market position.
• Partner with Enrollment Management on recruitment strategy, audience segmentation, prospect development, and communication planning to support pipeline growth and yield.
• Oversee undergraduate admissions-related digital marketing initiatives, including paid media, admissions web properties, conversion pathways, and social content strategy in collaboration with digital and content teams.
• Analyze market trends, campaign performance, and enrollment data to inform strategy, optimize recruitment efforts, and support enrollment-focused initiatives and program launches.
• Contribute to a seamless and engaging prospective student experience by continuously improving campaign effectiveness, user journeys, and cross-channel communications.

Qualifications

Required 

• Bachelor’s degree in Marketing, Communications, or a related field.
• 4–7 years of experience in a marketing or communications role.
• Demonstrated experience developing and executing integrated marketing campaigns.
• Strong writing and messaging skills across digital and print channels.
• Experience with digital marketing, including paid media, email marketing, and web content.
• Strong analytical skills and ability to interpret performance data.
• Ability to coordinate across teams and work effectively in a decentralized organization.
• Highly organized with the ability to manage multiple projects and deadlines.

Preferred

• Experience working in higher education, enrollment marketing or a related field
• Experience working with CRM systems (e.g., Salesforce, TargetX, or similar) and marketing automation platforms.
• Familiarity with prospect search tools and vendors (e.g., Encoura) and experience supporting name buys or list acquisition strategies.