Marketing Strategist
Eastern Kentucky University, Richmond, KY, United States
Job Summary/Basic Functions
The Marketing Strategist plays a key role in developing, implementing, and optimizing data‑driven marketing strategies to support EKU’s student recruitment, enrollment, and retention efforts. Reporting to the Associate Director of Student Success Marketing Strategy, this position ensures that all marketing initiatives are targeted, measurable, and aligned with institutional goals. The Marketing Strategist will focus on audience segmentation, campaign performance analysis, and multi‑channel marketing execution to enhance student engagement and drive conversions.
Minimum Qualifications Education Bachelor’s degree in Marketing, Communications, Business, or a related field.
Experience Experience can be substituted for specific degree requirements but not educational level. Minimum two years of experience in strategic marketing, enrollment management, or higher education marketing.
Experience leading multi‑channel marketing campaigns with a strong focus on digital and CRM‑driven engagement.
Proficiency in Technolutions Slate or similar CRM systems preferred.
Preferred Qualifications: Job Duties:
40% - Develops and implements multi‑channel marketing strategies that integrate email, digital ads, social media, and print marketing to support student recruitment and retention. Collaborates with internal stakeholders to ensure marketing efforts align with EKU’s strategic priorities of Knowledge, Innovation, and Transformation. Oversees campaign planning, timelines, execution, and performance tracking to optimize engagement and conversion rates. - (Essential)
25% - Leverages Technolutions Slate and other digital marketing platforms to develop highly targeted campaigns tailored to different student populations (first‑year, transfer, adult learners, graduate students, etc.). Implements A/B testing, automation workflows, and behavioral triggers to enhance marketing effectiveness. Works with the Digital Experience & Creative and Communications & Content teams to ensure campaign messaging and visuals are tailored for each segment. - (Essential)
25% - Tracks and analyzes marketing KPIs (click‑through rates, conversions, engagement, yield, etc.) to inform decision‑making. Uses data visualization tools (Google Analytics, CRM dashboards, and reporting software) to measure and refine marketing effectiveness. Provides recommendations for campaign adjustments, budget allocation, and messaging refinements based on insights. - (Essential)
10% - Works closely with Admissions, Enrollment Management, and Student Success teams to ensure marketing efforts align with institutional recruitment and retention strategies. Supports the Associate Director in managing marketing calendars, project deadlines, and strategic priorities. Partners with vendors, agencies, and campus stakeholders to optimize media buys, digital campaigns, and creative assets. - (Essential)
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Minimum Qualifications Education Bachelor’s degree in Marketing, Communications, Business, or a related field.
Experience Experience can be substituted for specific degree requirements but not educational level. Minimum two years of experience in strategic marketing, enrollment management, or higher education marketing.
Experience leading multi‑channel marketing campaigns with a strong focus on digital and CRM‑driven engagement.
Proficiency in Technolutions Slate or similar CRM systems preferred.
Preferred Qualifications: Job Duties:
40% - Develops and implements multi‑channel marketing strategies that integrate email, digital ads, social media, and print marketing to support student recruitment and retention. Collaborates with internal stakeholders to ensure marketing efforts align with EKU’s strategic priorities of Knowledge, Innovation, and Transformation. Oversees campaign planning, timelines, execution, and performance tracking to optimize engagement and conversion rates. - (Essential)
25% - Leverages Technolutions Slate and other digital marketing platforms to develop highly targeted campaigns tailored to different student populations (first‑year, transfer, adult learners, graduate students, etc.). Implements A/B testing, automation workflows, and behavioral triggers to enhance marketing effectiveness. Works with the Digital Experience & Creative and Communications & Content teams to ensure campaign messaging and visuals are tailored for each segment. - (Essential)
25% - Tracks and analyzes marketing KPIs (click‑through rates, conversions, engagement, yield, etc.) to inform decision‑making. Uses data visualization tools (Google Analytics, CRM dashboards, and reporting software) to measure and refine marketing effectiveness. Provides recommendations for campaign adjustments, budget allocation, and messaging refinements based on insights. - (Essential)
10% - Works closely with Admissions, Enrollment Management, and Student Success teams to ensure marketing efforts align with institutional recruitment and retention strategies. Supports the Associate Director in managing marketing calendars, project deadlines, and strategic priorities. Partners with vendors, agencies, and campus stakeholders to optimize media buys, digital campaigns, and creative assets. - (Essential)
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