Director of Enrollment and Marketing Analytics

Bennington College, a preeminent liberal arts college distinguished for its pioneering approaches to student learning and agency and set on a beautiful campus in a stunning part of the country, seeks an inaugural Director of Enrollment and Marketing Analytics. The Director will join a newly-composed division of admissions, financial aid, marketing, and communications, reporting to the new Vice President for Enrollment Management and Marketing, and partnering closely with the Associate Vice Presidents of Admissions and Marketing, and Director of Financial Aid. They will also closely partner with Academic Services, Institutional Research, and other essential departments of the College. 

The Director of Enrollment and Marketing Analytics will play a pivotal role in creating a data-informed culture designed to enhance enrollment processes, strategies, and outcomes; provide visibility and insights around institutional marketing efforts; and create a framework to help guide financial aid leveraging. Utilizing Tableau or similar data visualization tools, the Director will ensure that Bennington’s enrollment and marketing teams are equipped with actionable data to meet institutional goals. Responsibilities include collecting, analyzing, and interpreting data to provide insights that refine and guide enrollment and marketing strategies, improve student engagement throughout the entire enrollment funnel, support enrollment forecasting, and optimize financial and merit aid allocation. The Director will collaborate closely with executive leadership for long-term enrollment and financial planning, along with colleagues across campus on retention efforts, and will be a key member of the enrollment and marketing team, aligning admissions, financial aid, and marketing objectives.

Responsibilities:

• Collect, analyze, and interpret data from various sources, including funnel metrics, website analytics, CRM systems, marketing campaigns, and other relevant data sets.

• Develop and maintain Tableau or similar dashboards and visualizations to effectively communicate data insights and trends to key stakeholders.

• Provide executive leadership with long-term forecast results based on historical data and market trends, supporting strategic decision-making processes.

• Under the supervision of the Vice President of Enrollment Management and Marketing, partner with the admissions and marketing teams to understand the prospective student journey, analyze data related to lead generation, nurturing, and conversion, and provide insights to optimize the enrollment process.

• Collaborate with the Associate Vice President of Communications and Marketing to identify key performance indicators (KPIs) and develop metrics to measure the success of marketing initiatives and campaigns, specifically focusing on paid search, paid social, and organic website results.

• Analyze paid search and paid social data to identify trends, patterns, and opportunities for optimization, and provide actionable recommendations to improve campaign performance.

• Conduct deep-dive analysis on website performance, user behavior, conversion rates, and other relevant metrics to identify areas for improvement and enhance user experience throughout the prospective student journey.

• Oversee the implementation and maintenance of tracking tags and pixels to ensure accurate data collection and measurement across digital marketing channels, specifically related to paid search and paid social campaigns.

• Collaborate with cross-functional teams, including web developers, content creators, institutional research, and the admissions and marketing teams, to implement data-driven improvements to the website, email outreach, and optimize the prospective student journey.

• Collaborate across functions on essential efforts like improving retention with partners from Institutional Research, Academic Services, and more.

• Prepare and present data for presentations and slide decks that may include Board, Cabinet, Senior Staff, All-Faculty, All-Staff, and All-Enrollment and Marketing meetings.

• Develop and automate recurring reports and data visualizations, ensuring the delivery of timely and relevant insights to stakeholders, including executive leadership, the marketing team, and the admissions team.

• Stay informed about industry trends and best practices in data analysis, data visualization, marketing analytics, and higher education marketing, and recommend relevant tools and techniques to enhance analytical capabilities.

• Research and assess current tools and vendors to support enrollment and marketing.

• Liaise with, and sometimes manage relationships with vendors.

Bennington serves a diverse student population inclusive of members of ethnically/racially minoritized, international, LGBTQIA+, and disability communities as well as diverse gender identities, socioeconomic backgrounds, religions, and political beliefs. Our staff and faculty also reflect diverse and intersecting backgrounds and identities. All employees are expected to be respectful and responsive to these differences in the service of building a community that promotes student and employee success and community cohesiveness. Each individual (faculty, staff, and students) will be accountable for upholding these values. The College’s approach to pluralism and inclusivity—both as fields of inquiry and practice—is to prioritize flexible thought and to invite the examination of access, value, power, and privilege through its institutional policies and areas of study. We encourage applicants from diverse realms of interest, backgrounds, experience, and accomplishments to apply.

Qualifications:

• Bachelor's degree in data analysis, statistics, mathematics, marketing, or a related field. Advanced degree preferred.

• Proven experience in data analysis, preferably in a higher education or digital marketing environment.

• Proficiency in data visualization tools such as Tableau, Power BI, or similar platforms to create compelling dashboards and reports that effectively communicate insights.

• Experience working with an enterprise CRM (Slate experience is preferred).

• Strong analytical skills with the ability to collect, organize, analyze, and interpret complex data sets.

• Experience with website analytics platforms such as Google Analytics or Adobe Analytics, including data tracking, segmentation, and goal setting.

• Knowledge of digital marketing concepts, including paid search, paid social, website optimization, campaign tracking, and conversion tracking.

• Proficiency in SQL and data manipulation languages to query databases and extract relevant data for analysis.

• Strong attention to detail and accuracy in data analysis and reporting.

• Excellent communication skills, including the ability to present complex data.

• May allow for remote or hybrid work arrangement; occasional travel to campus and conferences required.

• This position requires successful completion and acceptable results of a background check.

The College

Bennington College offers a comprehensive benefits program that includes medical, dental, vision, life and long-term disability insurance, retirement, and tuition benefits including Tuition Exchange scholarships. The College also offers an on-site fitness center as well as generous time off benefits.

Bennington College is a laboratory for innovation in higher education. At Bennington, learning and making—on campus and in the field—are inseparable, and its graduates are noted for their outsized impact on the world’s stage. This campus celebrates the ongoing making of work—shared on walls, in shows and performances, in lectures and readings, and in conversations—and believes that equity, diversity, and inclusivity are vital to a collaborative community. This position captures, contributes to, and reflects the ethos of this creative community.

Nestled at the foot of the Green Mountains in Vermont, the campus consists of approximately 370 acres. The College was named one of ten with the best architecture by Architectural Digest.  From campus, it is a short drive to the cultural offerings of the northern Berkshires in Massachusetts, Albany, New York, and many of Vermont’s top recreational centers. New York City, Boston, and Burlington, Vermont are all within three and a half hours by car.

To Apply

Please apply online with a letter of interest and resume.

Last updated on Oct 19, 2024