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Requisition ID:  115727

Associate Director of Lead Nurturing and Yield Strategy

Reporting to the Assistant Dean of Enrollment and Academic Operations in the Education Programs Services Office (EPSO) nested in the Whiting School of Engineering’s (WSE) Office of Graduate Education and Lifelong Learning (GELL), we are seeking an Associate Director of Lead Nurturing and Yield Strategy who will serve as the primary GELL lead nurturing and yield strategist for the school’s graduate programs, including the Whiting School's 10 departments full-time/on-campus master’s and PhD programs, Engineering for Professionals online master’s programs, and the Doctor of Engineering (DEng) non-residential doctoral degrees, as well as for the lifelong learning programs (pre-and post-collegiate non-degree, non-credit, and non-degree, credit programs). The Associate Director will establish, in strong collaboration with the marketing and recruitment team in the WSE Office of Marketing and Communications (MarComm) and the respective admissions directors for the graduate programs, a metrics-based strategy to meet the school’s overall yield, selectivity, and matriculation goals. In collaboration with MarComm and the GELL admissions directors, the Associate Director will be responsible for building relationships with department heads, internal leadership, and external partners and vendors, with the goal to create and maintain an efficient, scalable, and effective recruitment and enrollment funnel. As MarComm focuses on lead generation and on-the-ground recruitment, the Associate Director for Lead Nurturing and Yield Strategy will develop and oversee lead nurturing and anti-melt initiatives and campaigns specifically across the GELL portfolio. When required, the Associate Director will facilitate and attend conferences and events to recruit students/admitted applicants.


The Associate Director will collaborate closely with the WSE Marketing and Communications team (MarComm) (through dotted-line oversight from the Director of Recruitment and Marketing), with the directors for admissions for residential and online graduate students and learners, the Assistant Deans for Lifelong Learning and Pre-collegiate Programs, and with the Assistant Dean for Engineering Student Affairs to achieve strategic recruitment and yield goals and analyze data to ensure the efforts meet responsible ROI thresholds. This position will support other non-degree programs as needed. Additionally, this position will supervise and be responsible for growing a team of lead nurturing and yield management staff.


The ideal candidate will be able to function collegially and effectively in a team environment, across offices, working well with others toward achieving objectives, but also working independently and serve as a transformative leader and supportive manager.


Specific Duties & Responsibilities


Lead Nurturing Recruitment

  • Partner closely with the WSE’s Marketing and Communications Office (MarComm) to develop personalized lead nurturing and anti-melt strategies for different segments of prospective students, including high school students, graduate students (online and residential), and international applicants.
  • Partner with MarComm to oversee the creation and execution of multi-channel communication plans, including email, SMS, phone calls, and social media, to engage prospective and accepted students, pre- matriculation.
  • Participate in recruitment efforts to encourage more applications (online, fulltime, pre-college, lifelong learning); work directly with MarComm on lead generation
  • Coordinate with Marcom to create and produce information sessions. Create and co-present information sessions in collaboration with MarComm, admissions and the GELL academic programs.


Yield/enrollment/anti-melt

  • Develop and implement yield and anti-melt management strategies to convert admitted students into enrolled and matriculated students.
  • Collaborate with the marketing and admissions teams to create engagement efforts (tailored messaging, webinars, in-person events, etc.) to boost yield rates.
  • Collaborate with WSE Development and Alumni Relations to identify alumni connections to help yield rates.
  • Create enrollment-focused communications and engagement strategies to effectively inform students of next steps and requirements at each point in the student enrollment funnel


Strategy/data

  • Provide regular reports to leadership on the effectiveness of lead nurturing and yield strategies, including conversion rates, yield rates, and engagement metrics.
  • Lead meetings with partner offices to discuss and plan lead nurturing/yield efforts across the funnel for all of GELL applicants (online, fulltime, pre-college, lifelong learning)
  • Analyze historical application and yield data to identify trends and areas for improvement.
  • Analyze the success of different efforts (email, phone calls, webinars) on application and enrollment numbers.
  • Identify new communication needs, including touch points and messages, related to student enrollment and retention.


Supervision

  • Supervise and provide strategic oversight to team of lead nurturer and yield management coordinators leading high touch efforts, i.e., outbound phone calls, text message campaigns and customized email follow-up that reside outside of automated email communications plans in order to help target audiences progress from inquiry to admitted/enrolled students. Current supervision of 1 FTE lead nurturer coordinator and up to 12 student workers.
  • Manage time and efforts according to different enrollment priorities (online, fulltime, pre-college, lifelong learning)


Technology

  • Identify technology for quality and timeliness of messaging to prospective students and applicants up to the point of enrollment/registration.
  • Identify technology and opportunities to automate processes; how best to use technology and systems to increase touch points.
  • Oversee and project manage the implementation of technological tools and platforms to scale, improve, and streamline lead nurturing, yield, and matriculation efforts.


Special Knowledge, Skills, and Abilities

  • Excellent written and verbal communications skills, confident presentation ability, adapt to manage multiple tasks, and organizational and creative fluency.
  • Must be able to function collaboratively and effectively in a team environment, while also managing staff.
  • Strong interpersonal skills, and ability to work collaboratively with diverse personalities.
  • Ability to work well under pressure in an ever-changing environment.
  • Requires working knowledge of Zoom, MS Word, Excel, Access, and PowerPoint.
  • Willingness to help formulate new recruitment and yield strategies.
  • Ability to evaluate effectiveness of current recruitment efforts against targets and benchmarks and recommend alternatives as needed.
  • This position requires working outside normal business hours, including some travel.
  • This position may attend academic/industry conferences and events, conduct onsite/virtual information sessions for potential students as needed, and other responsibilities as assigned.


Minimum Qualifications
  • Bachelor's Degree in related field.
  • Five years related experience.
  • Additional education may substitute for required experience, to the extent permitted by the JHU equivalency formula.


Preferred Qualifications
  • Six to eight years of related experience in higher education, enrollment services, recruitment, admissions, or related field.
  • Experience working in recruitment or communications office of an educational institution, nonprofit, or private firm.
  • Active and current knowledge of applicant life-cycle data strategies and marketing recruitment best practices for admissions recruitment, graduate engineering recruitment.
  • A working knowledge of Slate or other marketing automation systems is highly desirable.

 

 

Classified Title: Communications & Marketing Manager 
Job Posting Title (Working Title): Associate Director of Lead Nurturing and Yield Strategy   
Role/Level/Range: ATP/04/PE  
Starting Salary Range: $73,300 - $128,300 Annually (Commensurate with experience) 
Employee group: Full Time 
Schedule: 37.5 hrs/wk, M-F 
Exempt Status: Exempt 
Location: Hybrid/Homewood Campus 
Department name: ​​​​​​​Academic Affairs Grad  
Personnel area: Whiting School of Engineering 

 

 

Total Rewards
The referenced base salary range represents the low and high end of Johns Hopkins University’s salary range for this position. Not all candidates will be eligible for the upper end of the salary range. Exact salary will ultimately depend on multiple factors, which may include the successful candidate's geographic location, skills, work experience, market conditions, education/training and other qualifications. Johns Hopkins offers a total rewards package that supports our employees' health, life, career and retirement. More information can be found here: https://hr.jhu.edu/benefits-worklife/.

Education and Experience Equivalency
Please refer to the job description above to see which forms of equivalency are permitted for this position. If permitted, equivalencies will follow these guidelines: JHU Equivalency Formula: 30 undergraduate degree credits (semester hours) or 18 graduate degree credits may substitute for one year of experience. Additional related experience may substitute for required education on the same basis. For jobs where equivalency is permitted, up to two years of non-related college course work may be applied towards the total minimum education/experience required for the respective job.

Applicants Completing Studies
Applicants who do not meet the posted requirements but are completing their final academic semester/quarter will be considered eligible for employment and may be asked to provide additional information confirming their academic completion date.

Background Checks
The successful candidate(s) for this position will be subject to a pre-employment background check. Johns Hopkins is committed to hiring individuals with a justice-involved background, consistent with applicable policies and current practice. A prior criminal history does not automatically preclude candidates from employment at Johns Hopkins University. In accordance with applicable law, the university will review, on an individual basis, the date of a candidate's conviction, the nature of the conviction and how the conviction relates to an essential job-related qualification or function.

Diversity and Inclusion
The Johns Hopkins University values diversity, equity and inclusion and advances these through our key strategic framework, the JHU Roadmap on Diversity and Inclusion.

Equal Opportunity Employer
All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.

EEO is the Law
https://www.eeoc.gov/sites/default/files/2023-06/22-088_EEOC_KnowYourRights6.12ScreenRdr.pdf

Accommodation Information
If you are interested in applying for employment with The Johns Hopkins University and require special assistance or accommodation during any part of the pre-employment process, please contact the Talent Acquisition Office at jhurecruitment@jhu.edu. For TTY users, call via Maryland Relay or dial 711. For more information about workplace accommodations or accessibility at Johns Hopkins University, please visit https://accessibility.jhu.edu/.

Vaccine Requirements
Johns Hopkins University strongly encourages, but no longer requires, at least one dose of the COVID-19 vaccine. The COVID-19 vaccine does not apply to positions located in the State of Florida. We still require all faculty, staff, and students to receive the seasonal flu vaccine. Exceptions to the COVID and flu vaccine requirements may be provided to individuals for religious beliefs or medical reasons. Requests for an exception must be submitted to the JHU vaccination registry. This change does not apply to the School of Medicine (SOM). SOM hires must be fully vaccinated with an FDA COVID-19 vaccination and provide proof of vaccination status. For additional information, applicants for SOM positions should visit https://www.hopkinsmedicine.org/coronavirus/covid-19-vaccine/ and all other JHU applicants should visit https://covidinfo.jhu.edu/health-safety/covid-vaccination-information/.

The following additional provisions may apply, depending upon campus. Your recruiter will advise accordingly.
The pre-employment physical for positions in clinical areas, laboratories, working with research subjects, or involving community contact requires documentation of immune status against Rubella (German measles), Rubeola (Measles), Mumps, Varicella (chickenpox), Hepatitis B and documentation of having received the Tdap (Tetanus, diphtheria, pertussis) vaccination. This may include documentation of having two (2) MMR vaccines; two (2) Varicella vaccines; or antibody status to these diseases from laboratory testing. Blood tests for immunities to these diseases are ordinarily included in the pre-employment physical exam except for those employees who provide results of blood tests or immunization documentation from their own health care providers. Any vaccinations required for these diseases will be given at no cost in our Occupational Health office.
Hybrid: On-site 1-2 days a week

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