Job Purpose
The Marketing and Enrollment Area (M&E) Area Manager is responsible for the school-based marketing and enrollment efforts at Charter Schools USA schools in their assigned area. Ultimate success is reaching programmatic capacity by recruiting new students and retaining existing
ones.
Essential Duties And Responsibilities
Marketing and Enrollment (M&E) Area Subject Matter Expert and Point of Contact
- Creates a strong working relationship with stakeholders with proactive and consistent
- Meets with state and school stakeholders periodically to work/report on the development and execution of marketing plans, prioritize efforts, and advise and prepare for future
- Provides day-to-day local/school marketing and enrollment support and provides ongoing guidance
- Works with National M&E to ensure local alignment and compliance with corporate strategy/plans, best practices, guardrails, and policies/procedures; and maximizes the scalability/ROI of
- Maintains knowledge of market insights and developments and innovative M&E developments and recommends strategies and initiatives that improve relevance and performance of M&E efforts
- Acts as a conduit of information/insights between local, state/area, and national
- May collaborate and support cross-functional national marketing efforts that affect local
- Acts as the agency/vendor's single point of contact to facilitate local/school
- Updates board stakeholders on market insight, M&E performance, and future efforts/direction as needed
- Collaboratively develops and oversees fully integrated school M&E plans, ensuring leveraging of school identities and consumer understanding, and integration of Corporate M&E strategies and policies
- Supports annual marketing and enrollment budget efforts and oversees management at the school level
- Attends professional development opportunities to update skills and understanding of M&E practices and associate CSUSA software and hardware
Awareness and Consideration of CSUSA Schools (Marketing)
- Helps school develop or refine school identities
- Communicates CSUSA and School branding policies/standards and reviews school content/creative accordingly
- Works with nationally approved marketing/creative agencies, providing creative direction in support of school initiatives such as web designs, collateral development, and the Creative used in ad campaigns
- Identifies needs for and manages the development of marketing assets such as collateral and signage
- Consults/ advises on how to best address/leverage local outreach and partnership opportunities -- on and off-premise activities, promotions, and
- Ensures schools are appropriately equipped with material to excel. Materials can include signage, presentations, emails, flyers, , and facilitates to deliver on those as needed.
- Advises on how and when to best target and leverage PR opportunities in the area. Works with PR agencies/contractors as needed on those
- Works with local stakeholders to properly identify digital needs and insights needed to execute digital campaigns, i.e., SEO keywords, development of landing pages, integration/linking opportunities,
- Works with national digital and state/area/national media efforts, supporting efforts by informing national of digital campaign needs, local efforts and market insights for proper integration, and monitoring of readiness and
- Assists in digital and media execution and optimization by ensuring that creative assets, links, and architecture are appropriate for executing and driving ultimate performance; and provides audience insights and lists for proper ad
- Leads set-up and testing for the execution of digital campaigns. Quality checks on URLs, UTM parameters, , to ensure proper structure and execution of digital campaigns.
- Identifies state/area and national scalability opportunities to lift cost-efficiencies.
Acquisition and Retention of Students (Conversion/Enrollment)
- Develops, counsels the schools, and monitors funnel conversion strategies and efforts that help fuel conversion and retention
- Leverages CRM for conversion strategies and monitors and reports on CRM activity to improve performance
- Oversight and management of CSUSA school enrollment processes in support of enrollment goals; Implementing quality assurance measures to ensure processes are followed with fidelity in progress in enrollment is
- Counsels schools to develop annual marketing and enrollment plan initiatives to recruit and retain existing families at the school level, meeting periodically on execution and status of
- Ongoing counsel and oversight of school recruitment events
- Serves as a leader to assure that schools are adequately resourced with personnel, technology/systems and have the understanding and skillsets to succeed in enrollment goals
- Identifies enrollment and retention best practices
Enrollment Systems and Records Management and Reporting
- Monitors and reports on M&E performance and its associated ROI and KPIs such as the number of leads, applications, cost per lead/acquisition, conversion metrics,
- Collaborates with schools and national stakeholders to ensure alignment of metrics, reporting, and initiatives
- Maintains the knowledge and skills required to systematically protect, update and manage records and information in all formats of associated enrollment systems, from creation or receipt through processing, distribution, organization, storage, retrieval, and disposition and develop training procedures for
- Ensures school compliance/adherence to the district, state, federal, and CSUSA regulations guidelines regarding student records, including but not limited to attendance and grades, the Family Educational Rights and Privacy Act (FERPA), as well as assist in the development and enhancement of enrollment policies and
- Oversee district and state submission for school funding adhering to master scheduling, course coding, teacher certification, class size, and other factors that impact
- Helps schools comply to district audits through assisting them through the process.
- Coordinate with CSUSA departments (e.g., food services, academics) to ensure tight PowerSchool integration for optimal system
- Assist in clearing CSUSA and district error reports for proper year-long PowerSchool database flips,
- Serve as a lead subject matter expert for all enrollment associated systems at CSUSA, parishes/district, and
- Determine records and information management training requirements for school staff and helps develop content and training resources such as manuals in coordination with national
- Assist regulatory and law enforcement personnel in locating students and their
- Monitors systems to ensure effective workflows, scheduling, processing and implementation of data migration, changes, and
Training and Development
- Onboards, trains, and develops school marketing and enrollment personnel, including M&E seasonal activities such as CRM use and management, data clean-up, report usage, the start of the year, end of the year, intent to return (I2R), enrollment pipeline management, lead management, and formal state reporting, lotteries.
- Oversees, develops, and hosts periodic and ongoing school-based marketing and enrollment updates and training to ensure alignment with goals and strategies, compliance/adherence to processes, and proper systems use.
- Coaches/mentors school-based marketing and enrollment personnel
- MAY PERFORM OTHER DUTIES AS ASSIGNED** DISCLAIMER
The above statements are intended to describe the general nature and level of work being
performed. They are not intended to be an exhaustive list of all responsibilities, duties and skills required of personnel so classified.
Skills And Knowledge
- Experience and strength at Integrated / Omnichannel Marketing
- Exceptional interpersonal communication skills, with a heightened mindset of collaboration and team
- Digital Marketing experience, designing and monitoring campaigns, website, email, and social platform
- Strong speaking, writing, and listening skills; Spanish is a
- Strong project management, process and meeting facilitation
- Well versed in marketing analytics, working with data, and skilled at monitoring and reporting out metrics/indicators
- Innovative, process and service-oriented mindset and behavior.
- Demonstrated capability of managing and delivering multiple, overlapping projects on budget, schedule, and scope
- Strong commitment to continuous improvement and
- Superior resourcefulness, problem-solving and change management skills. Please list in number format all skills and knowledge for the position
Job Requirements
- Bachelor's Degree in Business or Marketing or equivalent
- 5+ years of general marketing strategy and support experience. Inclusive of developing integrated plans and leading the development and execution of the assets/materials and initiatives within the
- 3+ Sales or enrollment experience
- 2+ years of digital experience, developing and monitoring SEM/SEO activity, paid and organic social media campaigns, and a digital content
- Experience working with several stakeholders and multiple projects that require alignment and
- Experience managing budgets
- Marketing operations/analytics experience
- Project management responsibilities
- Experience working with agencies and contractors
- Microsoft Office proficiency
- Service industry experience and matrix organization experience are a plus
- Adobe Illustrator, SharePoint, CRM, and graphic design experience are a plus.
WORK ENVIRONMENT
Responsibilities
While performing the responsibilities of this position, the work environment characteristics listed below are representative of the environment the employee will encounter:
PHYSICAL DEMANDS
- No physical exertion
- Travel within or outside of
- Light work: Exerting up to 20 pounds of force occasionally, and/or up to 10 pounds of force as frequently as needed to move
