What are the responsibilities and job description for the Assistant Director of Digital Enrollment Marketing position at York College of Pennsylvania?
DESCRIPTION:
The Assistant Director of Digital Enrollment Marketing is responsible for managing the technical CRM infrastructure, digital channels, and online prospective student experiences for the Division of Enrollment Management. This position provides oversight of communication queries, automated delivery workflows, event forms, portals, and quality assurance for all digital communications in Slate.
Additionally, this position leads planning and daily channel management for Admissions' organic social media, maintains content for the admissions and financial aid website, and manages interactive digital touchpoints, including the campus map and virtual tour. Working closely with the Assistant Director of Enrollment Marketing & Communications, this role combines technical CRM expertise, digital content administration, and compliance management to optimize the prospective student digital journey from initial inquiry through enrollment.
OutcomesServe as an integral team member within the Department of Marketing and Communications. Maintains CRM communications integrity and optimizes digital user experiences to support the Division of Enrollment Management and Marketing in achieving institutional student enrollment goals.
Slate Operations, CRM Architecture & Compliance — 35%
- Oversees query logic, delivery rules, template configuration, and system automation for all email/SMS communications.
- Provide system-based mail lists to support print mail drip schedules and direct mail projects managed by Enrollment Marketing.
- Ensure digital communication compliance across all platforms, specifically enforcing CAN-SPAM, TCPA (SMS texting rules), and GDPR standards.
- Perform routine data audits and quality assurance checks on CRM communication flows to ensure accuracy and data integrity.
Website, Portals & Digital User Experience — 30%
- Build, maintain, and update web pages under the admissions and financial aid sections of the York College website, formatting and publishing assets in collaboration with division colleagues.
- Develop and configure event landing pages, event creation forms, registration templates, and overall event user experiences in Slate.
- Manage and update customized portals throughout the recruitment cycle, including admissions counselor portals, direct admit partnerships, and event portals.
- Manage the interactive campus map and virtual tour platforms, performing annual refreshes and ad hoc updates as campus facilities change.
- Track and report Year-over-Year (YoY) event registration and attendance metrics in Slate to support event optimization and yield tracking.
Organic Social Media & Channel Management — 25%
- Develop and execute an organic social media content plan for Admissions across primary channels (Instagram, Facebook, TikTok) in alignment with Institutional Marketing strategies.
- Schedule daily/weekly posts, maintain organic content calendars, monitor channel comments and direct messages, and drive prospective student engagement.
- Adapt raw storytelling materials, interview notes, and photo/video assets provided by team members into channel-appropriate social media captions, graphics, and finished posts.
- Provide collaborative support during bi-annual campus photoshoots by submitting digital/social shot-list requirements and assisting on-site to gather short-form video and digital assets.
- Monitor and analyze monthly social media engagement metrics (reach, interaction rates, link clicks) to identify high-performing content types and refine social posting schedules.
Additional Duties & Campus Support — 10%
- Represent the College and support the enrollment team, as needed, at open houses, orientation, other campus visit events, and other enrollment-related visit opportunities.
- Coordinate operational support and technical troubleshooting with IT, Institutional Marketing, and software support representatives for assigned digital platforms (Slate CRM, CMS, virtual tour, and interactive map).
- Perform other duties as necessary or as assigned by the Director of Enrollment Marketing.
- Bachelor's degree is required
- At least three years of experience managing marketing campaigns within an enterprise CRM or database platform (e.g., Slate, Salesforce, HubSpot, or Marketo), with a demonstrated ability to learn complex software systems quickly
- At least two to three years of experience managing organic social media channels, website content management systems (CMS), and digital marketing tools.
- Excellent organizational, technical, and analytical skills.
- Proficiency or strong technical aptitude with enterprise CRM platforms (Slate, Salesforce, HubSpot) for building email/SMS workflows, running relational queries, and managing list segmentation. Direct Slate experience is a plus; training will be provided for an otherwise qualified technical candidate.
- Proficiency with web content management systems (CMS), basic HTML, and web publishing tools.
- Solid understanding of digital privacy laws and communication compliance (CAN-SPAM, TCPA, GDPR).
- Knowledge of admissions marketing, student recruitment, and digital engagement strategies.
- Strong attention to detail and ability to work independently in a fast-paced environment.
- Must be available to work some Saturdays and evenings.
- Must possess a valid driver's license.