ENROLLMENT marketing manager

Tassel Marketing

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%