International Accelerator Program at American University — Marketing Coordinator

Washington, District Of Columbia

Description

About Us

The International Accelerator Program (IAP) is a partnership between American University (AU) and Shorelight Education. In support of the university’s strategic plan goal of bringing the world to AU and AU to the world, the mission of the program is to immerse first-year international students (graduate and undergraduate) in the academic and cultural life of the university, help them integrate into campus life, and provide the support that increases their academic successes and likelihood of obtaining their degrees at AU.

Job Overview

The Marketing Coordinator is responsible for the marketing of the full suite of IAP offerings, graduate and undergraduate, including the Undergraduate Accelerator, the Master’s Accelerator and American Access. The Marketing Coordinator reports to the Managing Director, with a strong connection to Boston’s marketing team, and works closely with AU’s marketing, enrollment and communications team to align brand, strategy and campaigns.

Working under the direction of the Managing Director, the Marketing Coordinator takes a central role in the strategy and execution for marketing the programs on campus and around the world, including content development, video creation, email and social media campaigns, presentations, and communications. Close collaboration with AU’s central marketing, campus, and recruitment teams will ensure that integrated marketing campaigns are well executed and deliver results.   The Marketing Coordinator will interact with Shorelight’s global marketing team to help create assets and build the narrative of the university around the globe.

The ideal candidate must possess strong marketing and project management skills and the ability to work with cross-functional teams in a highly matrixed environment. The Marketing Coordinator possesses a strong understanding of both the university’s value proposition and the markets for which the IAP drives student growth.  He or she must maintain expertise in the products at AU (within and outside the IAP), insight into where the market is going, and ideally knowledge of international student dynamics. The Marketing Coordinator is the resident expert on the IAP programs and their attributes and feels passionate about the program and students.  Marketing Coordinator is an integral part of the Shorelight team and must have a bachelor’s degree as well as a positive, can-do attitude; strong attention to detail; exceptional communication skills; and a love of storytelling.

Key Responsibilities

Marketing Plan Development and Execution

  • Work with the global Shorelight marketing team, both at Shorelight HQ and in countries around the world, and the Managing Director to develop annual marketing plan and audience-specific marketing strategies to support the programs’ strategic vision and new student enrollment goals
  • Work with the centralized marketing communications team to create compelling content and marketing collateral to deliver global marketing campaigns and support multiple recruitment channels, including Global Channel Recruitment, Direct to Consumer, and Partnerships
  • Act as the primary point of contact for all global recruitment marketing requests and as a liaison to internal departments, as required
  • Manage and create content for social media accounts, including but not limited to Facebook, Twitter, Instagram, and the program blog
  • Through interactions with students, close communications with the student services staff, and attending events and activities, document the student experience and tell the student story through photos, video, blogs, and social media
  • Work with the marketing communications team to create e-mail content and landing pages for nurturing, recruitment, and targeted campaigns in the Marketo marketing automation tool and WordPress CMS
  • Create messaging for local, regional, and global marketing campaigns that can be effectively used across departments and by international recruitment partners
  • Interface with Shorelight corporate, University Marketing and Communication, as well as external vendors to ensure consistent messaging in all external communications
  • Serve as the primary point of contact for and manage visitor agendas (prospective students, agents, FAM trips, etc), plan and execute visits

On Campus Support + Student Engagement

  • Serve as an expert on the university and the programs and what potential students need to know prior to arriving on campus
  • Build relationships with university marketing team members
  • Attend relevant program events and become familiar with students in the programs and the most relevant information for, and needs of, those students
  • Support on-campus marketing needs, including orientation collateral, event promotion, and student newsletters
  • Manage and increase student engagement via social media, blogs, and other marketing avenues
  • Manage updates to website and social media outlets and annual updates to program guidebooks and welcome guide

Student Recruitment Support

  • Work with admissions and recruitment teams to develop strategies to convert qualified leads into applicants and enrolled students
  • Assist in performing prospective and attending student interviews and contribute to admission decisions
  • Assist in providing counseling and service to prospective and attending students and their families
  • Meet with prospective students and parents as needed
  • Assist the Student Services teams in the design and implementation of incoming and ongoing orientation Programs

Admissions Support

  • Collaborate with the Director of Admissions to manage data coordination including entering qualified applicants into the university’s database system
  • Coordinate I-20 process with partner university admissions staff
  • Review and coordinate mail and documentation daily
  • Process requests for information packets and prepare mailings to prospective students
  • Assist the Director of Admissions develop and run admissions reports
  • Collaborate with the Director of Admission to recruit, hire and train admissions temps as needed
  • Develop key relationships with American University in the areas of, but not limited to ISSS staff, Enrollment Management staff, Graduate Admissions Officers, etc

Qualifications

  • Bachelor’s Degree in higher education, international education or related field required
  • Master’s degree preferred
  • Previous experience with Peoplesoft software and/or previous admissions experience preferred
  • 1+ years of experience in marketing
  • 1+ years of experience in admissions
  • Demonstrated leadership and management skills; exemplary customer service, presentation, and public speaking skills
  • Outstanding interpersonal skills and cultural sensitivity towards students and staff from a diverse range of backgrounds
  • Excellent organizational skills and strong attention to detail
  • Ability to take initiative, perform multiple assignments, and complete projects in a timely manner
  • Ability to initiate, lead, and implement marketing strategies
  • Demonstrated experience as a self-starting, results-oriented, driven, and creative marketing professional
  • Strong team player who is comfortable collaborating within cross-functional and global teams
  • Experience in the use of, or knowledge of, technology to support marketing strategies
  • Effective working knowledge of university’s and/or pathway programs is a plus
  • Skills in design, copywriting, engineering, public speaking, proofing, scheduling, organizing, trafficking, and consolidating feedback will all be utilized 
  • Experience with Salesforce.com, Marketo, or similar CRM is a plus; experience with WordPress/web content management systems is a plus
  • Eligibility to work in the United States without sponsorship

Application Process

To apply for this position, please visit the Shorelight Careers page to submit an application with a resume and cover letter.

The International Accelerator Program at American University is an Equal Opportunity Employer.