Associate Director of Admissions Marketing Communications

position Description & Qualifications

Reports to: Associate Vice President for Enrollment Management

Location: Appleton, WI

Primary Objective

Reporting to the Associate Vice President of Enrollment and working in close collaboration with the Offices of Admissions and Communications & Marketing, the Associate Director of Admissions Marketing Communications is an experienced leadership position that will lead the strategic development and execution of marketing initiatives that drive student recruitment and enrollment growth. This role serves as a vital connector between enrollment goals and brand storytelling, ensuring Lawrence’s distinctive identity and value proposition are effectively conveyed to prospective students, families, and influencers.

The role will be the primary point person between the two offices and oversee integrated marketing campaigns, advise student search strategies, and update web content to elevate the Lawrence brand. This position is both strategic and hands-on, requiring the ability to translate vision into action through effective project management, collaboration, and creative execution.

Job Responsibilities

Strategic Leadership & Brand Alignment

• Lead Admission communications strategy’s, ensuring all recruitment-related messaging reflects institutional goals and brand identity.
• Partner with Communications & Marketing to ensure coherence of admissions messaging across campaigns, publications, digital channels, and events, coordinating with paid digital efforts to align creative, timing, and targeting.
• Leverage Lawrence’s enrollment goals to enhance its value proposition for prospective students and families.
• Ensure messaging aligns with the broader institutional branding guidelines and contributes to Lawrence’s market visibility.

CRM & Communication Management

• Develop, implement, and manage all CRM-based communications (Slate), ensuring accuracy, timeliness, personalization (using tools like Liquid Markup and content blocks), and alignment with institutional priorities.
• Maintain and update CRM communication templates, rules, and automations; build queries to identify appropriate audiences.
• Provide analysis of source data to help inform campaign execution, integrating performance insights from multiple channels to refine and optimize strategies.
• Collaborate with Admissions leadership to ensure staff are informed of timely campaigns and strategy for their territory management.

Campaign Development & Content Creation

• Develop and execute targeted communication campaigns for students, parents, and influencers, throughout all parts of the admission funnel; including program-specific messaging, invitations, and yield initiatives.
• Provide copywriting and content development for emails, print pieces, web, and social media channels.
• Provide creative direction on layout, graphics, and design ideas; experience with Canva, or Illustrator will help but is not required.
• Procure and coordinate photography, video, and design assets from Communications & Marketing for use in admissions materials.

Web, Digital & External Channels

• Oversee the Admission website, ensuring regular updates and coordination of major strategic changes with Communications & Marketing and the web development team.
• Coordinate consistent messaging across all marketing channels.
• Collaborate with Communications & Marketing to develop compelling web, digital, video, and virtual tour content that tells the Lawrence story to prospective students.
• Ensure Lawrence’s profile on external platforms including admissions social media channels (e.g., Scoir, Naviance, College Board, Niche) are accurate, current, and on-brand.

Event Marketing & Communications

• Ensure event communications in Slate, including registration forms, confirmations, reminders, and post-event surveys connect with the user.
• Coordinate event-specific marketing campaigns (e.g., visit days, admitted student events) to drive attendance and engagement.

Collaboration & Coordination

• Facilitate monthly meetings between Admissions and Communications & Marketing teams (or more often as needed) to align strategy and execution.
• Manage relationships with vendors, including involved with student search partners (EAB, Encoura, CB, etc.) and merchandise/swag providers (i.e. Magellan).
• Maintain a master communications and collateral calendar for the admissions cycle.

Budget & Project Oversight

• In collaboration with the Communications & Marketing Office, obtain bids and manage the enrollment marketing budget per project, ensuring effective allocation of resources.
• Develop and maintain collateral calendar, project managing the admission materials.

Other Duties

• Stay current on marketing and communications trends, tools, and best practices in higher education admission recruitment.
• Perform other duties as assigned.

Required Qualifications

• Education: Bachelor’s degree in marketing, communications, enrollment management, or related field.
• Experience: Minimum 5 years of relevant experience in admissions enrollment management and marketing. Preference given to candidates with undergraduate admission experience.
• Communication Skills: Demonstrated ability to write for multiple formats (web, speeches, publications) and present effectively to diverse audiences, including senior leadership and the public.
• Technology: Proficiency with Slate CRM, Microsoft Office, Google Workspace, HTML, Canva, and social media platforms.
• Project Management: Experience managing complex, multi-channel campaigns, timelines, and budgets.

Key Competencies

• Strategic thinker with the ability to connect institutional goals to tactical execution.
• Strong interpersonal skills and collaborative approach.
• Skilled in balancing creativity with data-driven decision-making.
• Exceptional organizational skills and attention to detail.
• Ability to manage multiple priorities in a fast-paced environment.

Employment Requirements

• Successful completion of criminal record checks, driving record checks, and reference verification.

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