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Naropa University · 1 month ago

Assistant Vice President for Enrollment, Marketing, and Brand Strategy

Boulder, CO

Full-time

Onsite

Director/Executive

$145K/yr - $170K/yr

10+ years exp

Naropa University seeks a dynamic, strategic, and mission-driven Assistant Vice President (AVP) for Enrollment Marketing and Brand Strategy to lead innovative and data-informed marketing initiatives that grow and diversify student enrollment across all programs. The AVP will oversee the development and execution of multi-channel marketing strategies designed to attract, convert, and enroll students who align with Naropa’s unique values of mindfulness, compassion, and social transformation.

Higher Education

Responsibilities

Develop and implement an integrated, multi-year enrollment marketing strategy that supports institutional growth goals across undergraduate, graduate, and online programs

Partner closely with Admissions, Academic Affairs, Development/Fundraising, Alumni Relations, and Student Success to align messaging, outreach, and campaigns with institutional priorities

Provide strategic oversight for brand positioning, ensuring Naropa’s contemplative mission is clearly and compellingly represented in all marketing efforts

Use data analytics, market research, and segmentation strategies to identify new and emerging markets, particularly for online and low-residency programs

Serve as the chief strategist for University brand development, ensuring consistent and compelling representation across enrollment, advancement, academic, and community engagement initiatives

Advance Naropa’s national reputation through thought leadership, media strategy, and strategic partnerships that elevate awareness among mission-aligned audiences

Lead the creation and management of comprehensive marketing campaigns across digital, social, print, and video platforms to generate awareness and qualified leads

Work with the Assistant Vice President for Admissions to consistently review the university’s enrollment marketing funnel—from awareness through conversion—and collaborate on lead nurturing and communication flows

Supervise the development of engaging content (stories, videos, email, web, social) that highlights student experiences, academic excellence, and Naropa’s contemplative approach to education

Manage and grow paid advertising strategies (Google Ads, YouTube, social media, streaming platforms) with a focus on return on investment and lead quality

Work with Naropa’s web developer and ad agency to stay ahead of advances in GSO (Generative Search Optimization) and monitor Naropa’s presence in AI search results

Establish clear performance metrics and dashboards for campaign tracking, lead generation, and enrollment impact

Monitor and report on key performance indicators, including cost per lead, conversion rates, and overall enrollment trends

Leverage CRM and marketing automation systems (currently using Ellucian Recruit and SharpSpring) to optimize communications and personalize outreach at scale

Translate data insights into actionable strategies, creative briefs, and workflow improvements that inform campaign decision-making

Conduct brand health research and competitive positioning studies to inform long-range marketing strategy and resource allocation

Supervise a team of six marketing professionals and multiple external vendors, fostering collaboration, creativity, accountability, and continuous improvement

Manage the enrollment marketing budget, ensuring resources are used effectively to achieve recruitment and yield goals

Cultivate a culture of collaboration, inclusion, and alignment with Naropa’s contemplative values in all leadership interactions

Qualification

Enrollment marketing strategyDigital marketing toolsCRM/marketing automationData analyticsBrand developmentContent creationMarket researchLeadership skillsBudget managementSEO analyticsData privacy standardsCollaboration skillsCommunication skillsTeam management

Required

Bachelor's degree in marketing, communications, business, or related field

10 or more years of progressively responsible experience in marketing, preferably within higher education or mission-driven organizations

Demonstrated success in developing and implementing enrollment marketing campaigns that resulted in measurable growth

Strong understanding of digital marketing tools, analytics, and CRM/marketing automation systems

Exceptional leadership, collaboration, and communication skills

All job candidates must demonstrate an appropriate level of understanding of and appreciation for the values of Naropa University and the capacity to demonstrate an integration and embodiment of these values as evidenced in work, communication, collaboration styles, and other general workplace behaviors

Preferred

Master's degree in marketing, higher education administration, or related discipline

Experience marketing for online or hybrid academic programs

Familiarity with Naropa University's mission and values, and a personal commitment to contemplative practice, social justice, and transformative education

Demonstrated expertise in data visualization platforms (e.g., Tableau, Power BI, Looker Studio)

Experience maintaining system integrations via APIs, ETL processes, or third-party middleware

Knowledge of SEO analytics, demand forecasting, audience segmentation, and funnel analysis

Ability to manage marketing KPIs tied to revenue goals in tuition-dependent institutions

Understanding of data privacy standards and ethical use of behavioral data