Associate Director, Marketing Strategy

Position Overview

The Associate Director, Marketing Strategy plays a pivotal role within the Marketing and Communications team, leading the development and execution of marketing strategies for Butler’s on-campus and online graduate programs and certificates. This position drives top-of-funnel enrollment growth and program and brand visibility by managing digital advertising partnerships, overseeing content and messaging strategy, and developing and optimizing marketing assets across all mediums for engagement. In addition to launching new programs, the role continuously refines marketing strategies for existing programs to maximize engagement, leveraging data-driven insights and SEO best practices to strengthen lead generation efforts.

Responsibilities

• Lead Graduate Program Marketing Strategy: Develop and execute the graduate marketing strategy for new and existing programs and certificates, designing marketing plans, creating impactful messaging, defining audience personas, and implementing targeted initiatives to maximize top-of-funnel growth, visibility, and lead generation. Drive efforts to attract and engage prospective students, reaching or exceeding lead program generation targets for programs.
• Digital Advertising Strategy: Lead the digital advertising strategy for graduate enrollment, managing agency partnership(s) to plan, execute, and optimize impactful campaigns across all programs that drive engagement and generate inquiries.
• Website and SEO Strategy: Lead efforts to ensure the University’s graduate web presence delivers a seamless and intuitive user experience and content strategy that maximizes engagement. Enhance program website visibility by strategically implementing advanced SEO practices that optimize content for higher search rankings and conversion rates.
• Content Creation and Asset Development: Drive the production of marketing assets—including print publications, digital and web assets, videos, and presentations—to advance graduate enrollment objectives. Lead graduate marketing project management efforts, working in close partnership with the Marketing and Communications creative team to ensure all materials align with institutional goals and deliver a cohesive, impactful message across all platforms. Write and edit compelling content for digital media, web platforms, and print materials that resonates with diverse audiences. Serve as the primary content creator for top-of-funnel graduate marketing efforts.
• Client and Account Management: Build and maintain strong, collaborative relationships with graduate program teams and campus stakeholders, ensuring alignment on marketing goals and strategies. Act as the primary liaison in Marketing, providing industry insights, best practices, and new opportunities to guide decision-making. Facilitate clear communication, proactively address needs and issues, and provide regular performance insights to drive successful outcomes.
• Campaign Analysis and Optimization: Continuously analyze campaign performance metrics to assess effectiveness, providing program stakeholders with actionable insights and detailed reports on ongoing optimizations and improvements.
• Graduate Portfolio Marketing: Drive the visibility and reputation of Butler's graduate programs at a macro level, implementing strategic marketing initiatives that elevate the graduate portfolio's presence in both local and national markets.
• Brand Consistency: Ensure that graduate marketing strategies and assets reflect and communicate the Butler brand and messaging and adhere to brand standards.
• Cross-Campus Collaboration: Represent the Marketing and Communications division on cross-functional committees and work groups, contributing to the success of key campus activities and institutional projects.

Required Qualifications

• 5-7 years of relevant experience
• Bachelor’s degree in marketing, advertising, public relations, communications, or related
• Excellent written and verbal communications skills, with a keen eye for details.
• Excellent knowledge of digital marketing tools.
• Strong analytical skills and ability to interpret data.
• Experience in Search Engine Optimization (SEO) strategy.
• Experience working with creative teams to develop assets for digital and print projects.
• Demonstrated relationship management skills, including successfully resolving challenges and generating solutions.
• Proven project management and organizational skills with experience balancing multiple projects and deadlines at one time

Preferred Qualifications

• Prior higher education marketing experience and a solid grasp of the higher education marketing landscape
• Experience in Wordpress
• Experience with Google Analytics

BU Benefits and Perks

• Please check out Butler’s Total Rewards website to learn more about our benefit offerings, which include:
• Paid Time Off and Holidays :
  • 20 days of paid time off (vacation and PTO days) per Fiscal year
  • 8 Paid Holidays
  • In addition, a paid Winter Break between Christmas Eve and New Year’s Day
  • Paid Parental Leave (after 1 year of full-time employment)
• Health :
  • Comprehensive medical, dental, and vision plans including disability and life insurance programs
• Retirement :
  • 10% employer contribution after 1 year of full-time employment
• Tuition Assistance :
  • Remission of tuition for classes taken at Butler for employees, spouses, and dependent children.
  • Eligibility after 9 months of full-time employment
  • Employees & spouses- undergraduate/graduate degrees
  • Dependents (under age 26)- undergraduate degree
    • Covers tuition only
  • Tuition Exchange Program for Dependents at participating institutions
• Butler Facilities Access, Discounts and Perks :
  • Access to Butler’s on-site fitness facility and libraries for full-time staff and faculty
  • LinkedIn Learning Courses
  • Free premium subscription to the Calm App
  • Free subscription to the WSJ, The Economist, and NYT
  • Discount at the College Bookstore
  • Discount on select Athletic and Arts/Events Center Performances