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Reporting to the Executive Director of Marketing & Communications, the Associate Director of Enrollment Content Strategy & Operations serves as a content strategist and operational owner for enrollment-focused content across Questrom's graduate portfolio.
Under the guidance of the Executive Director, this role translates the overall marketing strategy for enrollment and recruitment into the content systems, messaging frameworks, project plans, and cross-channel assets required to support enrollment growth, program differentiation, and prospective student engagement.
Working closely with MarCom leadership, admissions, program teams, faculty, students, alumni, career teams, external agencies, and internal creative partners, this role identifies content needs, develops enrollment content roadmaps, coordinates stakeholders, manages content production workflows, and ensures that Questrom has the right content in place across the prospective student journey.
The Associate Director will support content strategy across degree program pages, landing pages, SEO and AI-search-ready content for the website, shared creation of Slate/email communications with admissions, paid media campaigns, video and photography briefs, social storytelling, print collateral, and other areas as needed.
The ideal candidate is a strong writer, editor, project leader, and strategic thinker who can turn broad enrollment and marketing priorities into clear, audience-centered, actionable content plans and assets.
Key Responsibilities
1. Enrollment Content Strategy & Planning - 30%
Translate enrollment marketing priorities into clear content roadmaps, messaging frameworks, and production plans for Questrom's degree programs and strategic priorities.
Develop and maintain content plans aligned to the prospective student journey, including awareness, consideration, inquiry, application, admission, yield, and enrollment.
With support from the Executive Director, partner with admissions, program directors, faculty, career teams, students, alumni, and agency partners to identify the value propositions, differentiators, proof points, outcomes, and stories needed to support recruitment.
Create audience-specific content strategies for priority segments, including domestic students, international students, early-career candidates, working professionals, career switchers, online learners, and program-specific audiences.
Conduct content audits to identify gaps, outdated materials, redundancies, missed opportunities, and content that needs to be refreshed, repurposed, or retired.
Develop content matrices that clarify what content is needed by audience, funnel stage, program, channel, and use case.
Ensure enrollment content answers the questions prospective students are actually asking about program fit, curriculum, flexibility, career outcomes, cost, return on investment, student experience, and differentiators.
2. Program Positioning & Message Development - 20%
Support the Executive Director in translating approved program positioning and enrollment strategy into usable messaging frameworks and content briefs.
Draft and refine messaging for degree programs, new initiatives, campaigns, landing pages, email journeys, admissions materials, and prospective student communications.
Synthesize input from leadership, admissions, faculty, program teams, career teams, students, alumni, and media and website performance into clear, compelling, audience-centered messaging.
Help ensure consistency across web, email, paid media, social, video, print, presentations, event materials, and admissions talking points.
Develop proof-point libraries that capture outcomes, student stories, alumni examples, faculty expertise, experiential learning examples, employer connections, rankings, and other evidence that supports program value.
Partner with internal and external teams to ensure campaign concepts and creative assets are grounded in accurate, differentiated, and enrollment-relevant messaging.
3. SEO, AI Search & Digital Content Development - 20%
Lead content planning for SEO-informed and AI-search-ready enrollment content.
Partner with the Web & Digital Experience lead and agency partners to identify keyword opportunities, AI search trends, content gaps, competitor content examples, and new content needs.
Recommend, develop, write, edit, and oversee new and refreshed digital content in partnership with agency and internal creative teams, including degree program pages, landing pages, FAQ content, comparison content, career and outcomes pages, blog posts, student stories, experiential learning pages, and topic-based content designed to support search visibility and prospective student decision-making.
Ensure content is structured for readability, accessibility, search visibility, AI search discoverability, conversion, and user experience.
Collaborate with the Web & Digital Experience lead to translate content strategy into practical website updates, page structures, content modules, and landing page needs.
Use analytics, search data, campaign data, and user behavior to recommend content improvements over time.
4. Funnel Content, Slate/CRM & Campaign Support - 15%
Develop content plans that support enrollment campaigns across paid media, Slate/email journeys, landing pages, admissions communications, event promotion, application encouragement, and yield.
Partner with admissions and CRM stakeholders to identify what content is needed at each stage of the funnel and across each program.
Draft, edit, or guide content for Slate email campaigns, nurture journeys, event follow-up, application support, admitted student communications, and yield messaging.
Ensure campaign content is aligned across paid media, landing pages, degree pages, email journeys, event communications, and admissions outreach.
Help identify where prospective students need stronger content support before they inquire, after they inquire, while they apply, and after they are admitted.
Partner with analytics and CRM teams to understand how prospective students engage with content and recommend improvements based on performance.
5. Content Operations & Project Management - 10%
Serve as the project lead for complex enrollment content initiatives, ensuring work moves from strategy to execution with clear goals, timelines, owners, deliverables, and review processes.
Develop content briefs that define audience, purpose, use case, key message, required proof points, distribution channels, stakeholders, timing, and success measures.
Maintain content calendars, project trackers, editorial plans, asset inventories, and status updates for enrollment content initiatives.
Coordinate contributors and reviewers, including admissions, program teams, faculty, students, alumni, career teams, designers, videographers, photographers, agencies, and vendors.
Manage review cycles, feedback consolidation, approvals, and version control.
Create systems for organizing, tagging, updating, archiving, and reusing enrollment content and related assets.
6. Video, Storytelling & Content Capture Planning - 5%
Develop strategic briefs for enrollment-focused video, photography, interviews, and storytelling projects.
Create interview guides and content capture plans that align with audience needs, program messaging, campaign priorities, and funnel use cases.
Identify opportunities to create short, flexible, reusable clips that can support websites, landing pages, Slate/email journeys, paid media, social media, event follow-up, and admissions communications.
Partner with creative production staff, digital content creators, vendors, faculty, students, alumni, and career teams to source stories and proof points.
Ensure video and storytelling projects begin with clear audience needs, message priorities, intended uses, and distribution plans.
Scope Clarification
The Executive Director owns the overall marketing and communications strategy, enrollment marketing direction, agency strategy, budget priorities, and senior stakeholder alignment.
This role owns the enrollment content strategy and content operations required to execute that direction across channels.
This role partners closely with, but does not replace:
The Web & Digital Experience lead, who owns website operations, CMS execution, page builds, web QA, technical implementation, redirects, accessibility checks, and UX execution.
The Creative Operations/Production function, which owns production logistics, project intake, vendor coordination, creative trafficking, photography/video scheduling, and asset management.
The Social Media & Community Engagement lead, who owns social media strategy, student/community engagement, graduate student communications, and social channel execution.
Designers, videographers, digital content creators, freelancers, and agencies, who produce visual, multimedia, campaign, and creative assets based on approved briefs and content plans.
Required Skills
Bachelor's degree in marketing, communications, journalism, digital media, higher education, or a related field.
5-7 years of experience in content strategy, enrollment marketing, digital marketing, communications, editorial strategy, or related work.
Strong writing, editing, synthesis, and messaging skills.
Demonstrated ability to translate complex programs, priorities, or services into clear, audience-centered content.
Experience developing content across digital channels, including websites, email, paid media, landing pages, social media, and campaign materials.
Experience managing complex projects with multiple stakeholders, deadlines, deliverables, and approval cycles.
Strong understanding of audience journeys, content planning, SEO, analytics, and digital marketing best practices.
Ability to use data, search behavior, campaign insights, stakeholder input, and audience needs to guide content recommendations.
Excellent organizational, communication, facilitation, and stakeholder-management skills.
Preferred Qualifications
Experience in higher education enrollment marketing, admissions marketing, professional education, or another complex service-based marketing environment.
Experience using digital content, CRM, analytics, or SEO platforms such as WordPress, Slate, Google Analytics, SEMrush, or similar tools; willingness to learn new systems as needed.
Experience with SEO, AI search/GEO content strategy, content auditing, journey mapping, and conversion-focused content development.
Experience developing content for degree programs, online programs, adult learners, or professional audiences.
Experience creating video briefs, interview guides, story-mining processes, and multimedia content plans.
Experience working with external agencies, freelancers, creative vendors, faculty, admissions teams, and senior stakeholders.
Core Competencies
Enrollment marketing judgment
Strategic content planning
Audience and journey mapping
Program positioning and message development
SEO and AI-search content awareness
Cross-channel content coordination
Project management and follow-through
Writing and editorial judgment
Stakeholder facilitation
Analytical thinking
Collaboration and diplomacy
Comfort with ambiguity
Ability to translate strategy into execution
Success Measures
Success in this role will be measured by the ability to create a more disciplined, strategic, and effective enrollment content operation, including:
Clear content roadmaps for priority programs and initiatives.
Stronger alignment between program positioning, web content, Slate/email journeys, landing pages, paid media, video, social, and admissions communications.
Improved ability to identify and fill content gaps tied to enrollment goals.
More effective use of student, alumni, faculty, employer, career, and experiential learning proof points.
Improved content readiness for SEO, AI search, and changing prospect search behavior.
Clearer project briefs, timelines, stakeholder coordination, and follow-through for complex enrollment content initiatives.
More reusable, flexible, and strategically aligned content assets across the enrollment funnel.
Reduced reliance on the Executive Director and Web & Digital Experience lead to personally translate every strategic priority into content plans, message frameworks, web needs, video concepts, and proof-point requests.