Director of Growth Marketing

JOB TITLEDirector of Growth MarketingLOCATIONWorcesterDEPARTMENT NAMEMarketing CommunicationsDIVISION NAMEWorcester Polytechnic Institute - WPIJOB DESCRIPTION SUMMARYThe Director of Growth Marketing is a member of WPI's in-house team of experts in marketing strategy, messaging, creative, social media, multimedia, and production management. Under the direction of the AVP of Marketing Communications and in collaboration with campus partners, this team leads WPI's integrated brand strategy and the campaigns that support it. With a heavy focus on student enrollment, the Director of Growth Marketing leads strategy and execution of demand generation initiatives that drive awareness, inquiries, and student pipeline growth across undergraduate and graduate studies and pre-collegiate programs.JOB DESCRIPTIONGrowth StrategyLead the university's enrollment growth marketing strategy across the full student acquisition funnel, driving awareness, audience acquisition, inquiries, engagement, and pipeline growth through integrated multichannel campaigns, digital nurture programs, and performance optimization across paid, owned, experiential, and CRM-enabled channels.Develop and lead pre-college engagement and retention strategies that cultivate long-term enrollment pipelines, progressing students from WPI middle school and high school programs toward undergraduate inquiry, application, and enrollment.Develop audience segmentation and targeting approaches for prospective students, families, counselors, educators, and other key enrollment influencers, including guidance counselors, superintendents, STEM coordinators, and STEM-focused student organizations.Drive innovation through experimentation, testing, and evaluation of emerging channels, technologies, and audience engagement strategies to improve enrollment marketing performance.Campaigns, Channels & ExecutionLead integrated omnichannel enrollment marketing campaigns.Lead planning, execution, optimization, and performance management of enrollment marketing campaigns in partnership with Creative and Digital Operations teams.Lead strategy for enrollment marketing platforms and third-party lead generation ecosystems (e.g., Niche, CollegeVine, U.S. News & World Report), maximizing visibility, engagement, and ROI.Drive continuous improvement of enrollment marketing assets and campaign experiences in partnership with Creative and Digital Operations teams.Work with partners in Admissions to design and optimize CRM-enabled nurture programs and omnichannel student journeys that improve engagement, conversion, and enrollment outcomes.Experiential & Partnership MarketingLead recruitment-focused experiential marketing initiatives, including conferences, competitions, trade shows, robotics events, and other strategic activations.Manage external marketing partnerships and sponsorships that support prospective student engagement and enrollment growth.Leadership & Cross-Functional CollaborationLead a team o...