Position Purpose

Leads marketing and communications strategy for Tuck MBA program’s top- and mid-funnel enrollment efforts – from initial awareness and inquiry through pre-application nurture and application start – in alignment with the School’s mission, strategy, and institutional priorities. This position is responsible for building awareness of the Tuck MBA, engaging and nurturing prospective applicants, and driving high-quality leads into the application pipeline. The role collaborates closely with colleagues in Admissions and the broader Tuck Marketing and Communications team.

Description

Required Qualifications - Education and Yrs Exp

Bachelors plus 6 or more years' experience or combination of education and experience

Required Qualifications - Skills, Knowledge and Abilities

Bachelor’s degree in marketing, communications, business, or a related field, or an equivalent combination of education and professional experience.

Demonstrated experience in creating and executing integrated marketing strategies and lead-generation campaigns, ideally within higher education or mission-driven organizations.

Strong digital marketing background with expertise in CRM systems (e.g., Slate, Salesforce, HubSpot), marketing automation, and paid media strategies.

Proficiency in interpreting data analytics to optimize campaign performance.

Exceptional written, verbal, and visual communication skills with a keen eye for audience targeting.

Understanding of the prospective student lifecycle and enrollment funnel best

Preferred Qualifications

Familiarity with MBA or graduate business education landscapes.

Department Contact for Recruitment Inquiries

Lorin Parker

Department Contact Phone Number

603.646.2904

Department Contact for Cover Letter and Title

Lorin Parker, Executive Director of Talent Management

Department Contact's Phone Number

Equal Opportunity Employer

Dartmouth College is an equal opportunity employer under federal law. We prohibit discrimination on the basis of race, color, religion, sex, age, national origin, sexual orientation, gender identity or expression, disability, veteran status, marital status, or any other legally protected status. Applications are welcome from all.

Background Check

Employment in this position is contingent upon consent to and successful completion of a pre-employment background check, which may include a criminal background check, reference checks, verification of work history, conduct review, and verification of any required academic credentials, licenses, and/or certifications, with results acceptable to Dartmouth College. A criminal conviction will not automatically disqualify an applicant from employment. Background check information will be used in a confidential, non-discriminatory manner consistent with state and federal law.

Is driving a vehicle (e.g. Dartmouth vehicle or off road vehicle, rental car, personal car) an essential function of this job?

Not an essential function

Special Instructions to Applicants

Dartmouth College has a Tobacco-Free Policy. Smoking and the use of tobacco-based products (including smokeless tobacco) are prohibited in all facilities, grounds, vehicles or other areas owned, operated or occupied by Dartmouth College with no exceptions. For details, please see our policy. https://policies.dartmouth.edu/policy/tobacco-free-policy

Additional Instructions

Key Accountabilities

Description

1.Innovation and Planning: Envisions, articulates, and implements annual marketing plans for top- and mid-funnel MBA admissions efforts, including pre-application campaigns and messaging strategies. Uses market research and funnel data to evaluate and improve campaign effectiveness; adjusts tactics based on performance insights and evolving institutional goals. Proposes annual MBA marketing budget and adjusts priorities based on the direction of the Associate Dean of Marketing and Communications and the Executive Director of Admissions and Financial Aid. Tracks and integrates marketing trends, peer school strategies, and innovations in graduate enrollment marketing.

Percentage Of Time

10%

Description

2. Marketing Strategy and Execution:

Brand Awareness, Lead Generation, Pre-Application Nurture (50%): Owns top-of-funnel marketing campaigns to build awareness of the Tuck MBA brand and generate inquiries. Oversees paid and organic media campaigns, including partnerships, ad buys, and campaigns on platforms such as Google Ads, LinkedIn, and Meta. Collaborates with content, PR, and social media colleagues to amplify messaging and align with Tuck’s broader communications strategy. Manages campaign calendars, testing, and optimization across email, web, and digital media channels. Creates and implements inquiry nurturing strategies to move prospective students from interest to application start. Partners with Admissions colleagues to ensure a smooth funnel transition, including working with enrollment communications to develop personalized email journeys, newsletters, and communications based on affinity segments, behaviors, and campaign engagement.
Data, Tools, and Systems (10%): Uses GA4, Slate/CRM, and advertising platforms to understand how prospects move from first contact to application start. Sets up and maintains the tracking needed to measure marketing effectiveness across web, paid media, and email, including UTM structures, key events, and audience definitions. Builds and maintains reports or dashboards that make performance clear and actionable for colleagues. Regularly reviews campaign and website data to see what is working, where prospects are dropping off, and what changes could improve results at each stage of the inquiry-to-application journey.

Percentage Of Time

60%

Description

3.Content Creation and Asset Management: Develops and maintains content for awareness and pre-application marketing campaigns, including landing pages and prospect materials. Partners with colleagues on creative assets and digital ads. Collaborates with internal and freelance partners to produce storytelling content that reflects Tuck’s values, culture, and MBA value proposition. Ensures brand consistency and voice across all top- and mid-funnel marketing channels. Sources and integrates student, alumni, and faculty narratives to bring authenticity to messaging.

Percentage Of Time

20%

Description

4.Team Collaboration and Support: Partners with Admissions colleagues to coordinate mid-funnel handoff and ensure prospective students experience a seamless journey. Collaborates with Marketing and Communications colleagues across Tuck to support brand consistency, cross-program alignment, and shared content initiatives. Supports strategic projects, school-wide campaigns, and interdepartmental initiatives as needed.

Percentage Of Time

10%

Demonstrates professionalism and collegiality through actions, interactions, and communications with others appropriate to an environment that is welcoming to all.

Performs other duties as assigned.

Dartmouth College

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Associate Director, Marketing Communications for MBA Admissions