Enrollment Marketing Manager
Tassel Marketing works extensively with K12 independent and faith-based schools nationwide, helping them shape winning marketing and enrollment strategies. We develop comprehensive brand identity packages, websites, print collateral packets, online marketing campaigns, and traditional advertising programs for schools of all sizes.
The Enrollment Marketing Manager (EMM) consults with Marketing and Admissions Directors, Heads of School, and Advancement/Development Directors to shape marketing strategy. The EMM then orchestrates the required ramp-up projects and online/traditional campaign implementation through a blend of hands-on engagement and team coordination. This role’s core purpose is to strengthen, retain, and grow our school client base by providing marketing leadership, strategic execution and oversight, and quantifiable success toward stated client outcomes.
Besides stewarding our clients in education, the EMM collaborates daily with Tassel’s production managers, copywriters, designers, programmers, and the marketing support team.
This position is best suited for candidates with prior agency experience and advanced studies in digital marketing. Additional experience in school marketing or admissions is a plus.
Roles and Responsibilities
Account Health and Growth
- Purpose: Grow portfolio of education clients by developing strong relationships, trust, and providing strong leadership
- Making recommendations valuable for the client related to current or potential work
- Timely communication and regular touchpoints
- Provide leadership and communicate the value of agency offerings and team approach
- Keeping clients accountable to the plan
- Building and nurturing positive relationships with clients
- Leveraging internal resources at the appropriate times
- Growing in knowledge of the education industry and market segment
- Creating a growth plan for the account
- Proposal development
- Capturing new opportunities in Salesforce.com CRM
- Up to 10% travel may be required for client visits or conferences
Marketing Strategy & Services Execution
- Purpose: To provide marketing leadership and execution to define, plan, and achieve the client’s strategic goals and objectives.
- Client onboarding
- Organizing, planning, and leading client meetings
- Create a strategy and game plan
- Own results and ensure the strategy is implemented correctly by the team
- Reviewing analytics, tracking software, KPIs
- Product/service/audience discovery and research
- Client meetings to develop and refine strategy
- Inbound marketing and growth-driven development services implementation
- Strategic updates or recommendations to client backlog
- Continuing education; staying up-to-date with current trends
- Facilitate/lead internal client strategy teams
Project Management
- Purpose: To initiate, coordinate, and assess the execution of the client’s marketing plan, ensuring it’s on-time and on-budget; keep clients updated.
- Weekly update to the client on status and progress of projects
- Sprint planning and coordination for committed work
- Update production manager with client schedule changes
- Strategic gameplan, budget, and retainer management/tracking
- Create project briefs to update internal teams on details of deliverables
- Facilitating internal meetings/discussions
- Scoping new project work with internal teams
- Plan & conduct project retrospective/post-mortem
- Event/task creation for one-off tasks
- Internal time tracking
- Process improvement
Experience and Education Qualifications
- BS/BA required
- 2+ years of digital or online marketing experience
- Demonstrated agency experience in school marketing strongly preferred
Certification Requirements:
- HubSpot certifications preferred:
- HubSpot Inbound Marketing Certification
- Content Certification
- Social Media Certification
- Content Marketing Certification
- Email Marketing Certification
- Other certifications preferred:
- Google Analytics IQ Certification
- Facebook Certified Digital Marketing Associate
Skill Requirements
Computer & Technical Skills
- Proficiency using Google Apps Suite (Gmail, Chat, Drive, Docs, Sheets, Slides)
- Proven competency with social media (Facebook/Instagram), inbound marketing, and paid media strategies
- Ability to assess and report on strategic performance using analytics tools
Tools
- ChatGPT or comparable AI platform (required)
- WordPress (required)
- BrightLocal (preferred)
- SEMRush (preferred)
Communication & Other Skills
- Ability to secure clear direction and buy-in from business leadership and maintain visibility throughout strategy execution
- Able to work with teams to take high-level vision and translate it down to executable actions
- Ability to foster strong professional relationships and manage expectations with clients and fellow team members
- Ability to work across multiple projects and thrive in an environment with shifting priorities and time-sensitive deadlines
- Exemplify a strong sense of organization and attention to detail
- Strong verbal and written skills are required
- Strong ability to prioritize and balance competing requests for support
- Ability to work independently once strategy and direction are identified while maintaining strong visibility for the agency
Summary of Approximate Time Allocation
| Task | Description | % of Time |
| Account health and growth | Actively working to grow a portfolio of education clients by developing strong relationships, trust, and providing strong leadership. | 35% |
| Marketing strategy & services execution | Providing marketing leadership and execution of services to define, plan, and achieve the client’s strategic goals and objectives. | 30% |
| Project management | Initiating, coordinating, and assessing the client’s marketing plan’s execution, ensuring it’s on time and on budget; keeping clients updated. | 20% |
| General admin | Time-keeping, internal meetings, etc. | 15% |
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