job description of marketing manager in education industry

Education Marketing Manager Job Description [Updated for 2024]

In the era of information, the focus on Education Marketing Managers has never been more critical.

As the field of education evolves, the demand for visionary individuals who can strategize, optimize, and elevate our educational marketing efforts grows louder.

But let’s deconstruct the role: What’s truly expected from an Education Marketing Manager?

Whether you are:

• A job seeker trying to understand the core of this role,
• A hiring manager crafting the perfect candidate profile,
• Or simply fascinated by the nuances of education marketing management,

You’ve come to the right place.

Today, we present a customizable Education Marketing Manager job description template, designed for effortless posting on job boards or career sites.

Let’s delve right into it.

Education Marketing Manager Duties and Responsibilities

Education Marketing Managers are responsible for creating, managing, and executing marketing strategies to promote educational products, services, or institutions.

They use a variety of marketing tools and techniques to reach their target audience and meet the institution’s goals.

Their duties and responsibilities include:

• Developing and implementing effective marketing strategies to promote educational products, services, or institutions
• Conducting market research to understand the education market trends and competitors’ strategies
• Creating marketing materials, such as brochures, flyers, and digital content, to promote the educational institution or its services
• Collaborating with the sales team to develop strategies for lead generation and customer retention
• Managing social media accounts and website content to increase online presence and engagement
• Organizing and attending educational events, fairs, or conferences to promote the institution and its services
• Tracking and analyzing the performance of marketing campaigns and making necessary adjustments
• Developing relationships with educational partners and stakeholders to expand reach and opportunities
• Ensuring compliance with all relevant regulatory standards and guidelines in marketing activities
• Managing the marketing budget effectively to maximize return on investment

Education Marketing Manager Job Description Template

We are seeking an experienced Education Marketing Manager to spearhead our marketing efforts within the education sector.

This role includes developing and executing strategic marketing plans to promote and enhance the visibility of our educational products and services.

The Education Marketing Manager is expected to conduct market research, develop marketing strategies, coordinate marketing campaigns, and track and analyze performance metrics.

Our ideal candidate has a deep understanding of the education sector, strong leadership skills, and a proven track record in marketing.

Responsibilities

• Develop and implement marketing strategies to increase product visibility and market share in the education sector
• Conduct market research and competitor analysis
• Coordinate marketing campaigns with sales activities
• Manage and optimize marketing budget
• Create and deliver engaging content for various platforms
• Track and analyze performance metrics and ROI
• Ensure brand consistency across all marketing efforts
• Network and build relationships with key stakeholders in the education sector
• Stay abreast of industry trends and developments
• Lead and manage a team of marketing professionals

Qualifications

• Proven work experience as an Education Marketing Manager or similar role
• Experience in marketing within the education sector
• Familiarity with various marketing platforms and best practices
• Strong analytical skills with a goal-oriented attitude
• Exceptional communication and leadership skills
• BSc degree in Marketing, Business or relevant field
• Health insurance
• Dental insurance
• Retirement plan
• Paid time off
• Professional development opportunities

Additional Information

• Job Title: Education Marketing Manager
• Work Environment: Office setting with options for remote work. Some travel may be required for industry events or meetings with partners.
• Reporting Structure: Reports to the Director of Marketing.
• Salary: Salary is based upon candidate experience and qualifications, as well as market and business considerations.
• Pay Range: $80,000 minimum to $120,000 maximum
• Location: [City, State] (specify the location or indicate if remote)
• Employment Type: Full-time
• Equal Opportunity Statement: We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.
• Application Instructions: Please submit your resume and a cover letter outlining your qualifications and experience to [email address or application portal].

What Does an Education Marketing Manager Do?

An Education Marketing Manager is a specialized professional in the education industry who works to develop, implement, and manage marketing strategies to promote educational institutions, programs, and services.

They typically collaborate with other marketing professionals, educators, and administrators to understand the unique characteristics and benefits of their organization’s offerings, and then translate these into compelling marketing materials.

Their day-to-day tasks may include conducting market research to understand trends in education and identify potential target audiences, creating and managing marketing campaigns across various channels such as email, social media, and traditional advertising, and overseeing the production of marketing materials like brochures, flyers, and digital content.

Education Marketing Managers also track and analyze the performance of their campaigns, using this data to refine their strategies and improve future efforts.

They often work closely with sales or admissions teams to align marketing efforts with enrollment goals.

Additionally, they may be responsible for managing the organization’s brand identity within the education sector, ensuring a consistent and positive image is presented to the public.

They may also engage in public relations activities, such as organizing events, forming partnerships with other organizations, and liaising with the media.

Education Marketing Manager Qualifications and Skills

An Education Marketing Manager should possess a range of both technical and interpersonal skills in order to effectively promote the educational institution, such as:

• Strong understanding of the education sector to create marketing strategies that align with the institution’s vision and objectives.
• Excellent communication skills to effectively convey the institution’s value proposition to prospective students, parents and stakeholders, and to coordinate with internal teams.
• Experience in digital marketing, including SEO, SEM, email marketing and social media campaigns to boost the institution’s online presence and reach.
• Ability to analyze market trends, competitor strategies, and consumer behavior using data analysis tools to make informed marketing decisions.
• Strong project management skills to oversee various marketing campaigns simultaneously, ensuring they are completed within budget and on time.
• Creativity to conceptualize innovative marketing ideas and campaigns that can attract and retain students.
• Excellent interpersonal skills to build relationships with various stakeholders including staff, students, parents, alumni, and the media.
• Problem-solving skills to address potential issues or setbacks in marketing plans and adjust strategies as required.

Education Marketing Manager Experience Requirements

Education Marketing Managers typically begin their careers with a bachelor’s degree in marketing, business, or education.

An understanding of education systems and markets is highly beneficial for this role, which can be gained through relevant coursework or internships during their studies.

For entry-level positions, typically 1-2 years of experience in marketing, advertising, public relations, or a related field is required.

This experience can be obtained through internships, part-time roles, or full-time roles in marketing or education sector companies.

Candidates with more than 3 years of experience often have developed their marketing and strategic planning skills and may have experience in various aspects of education marketing such as student recruitment, alumni engagement, and brand management in an educational context.

Education Marketing Managers with more than 5 years of experience often have a proven track record of successful marketing campaigns, team leadership, and strategic decision making.

They may have experience in managing budgets, overseeing marketing teams, and working with senior leadership in a school or university setting.

Additionally, an Education Marketing Manager with advanced experience may possess a Master’s degree in Marketing or a related field, or an MBA, which offers additional training and skills that are valuable in this role.

Education Marketing Manager Education and Training Requirements

Education Marketing Managers typically hold a bachelor’s degree in marketing, business administration, or a related field.

They need a strong background in marketing principles and practices, as well as an understanding of the education sector and its unique challenges and opportunities.

In-depth knowledge of market research, data analysis, and consumer behavior is also crucial.

Familiarity with digital marketing tools and techniques, such as SEO and social media marketing, is highly desirable.

Some positions may require Education Marketing Managers to have a master’s degree in marketing, business administration, or a related field.

This advanced degree can provide more specialized knowledge and training for managerial roles.

Many professionals in this role also pursue certifications in various areas of marketing, such as digital marketing, content marketing, or marketing analytics.

These certifications can enhance an Education Marketing Manager’s skills and demonstrate their commitment to continual professional development.

Work experience in marketing or in the education sector can also be beneficial.

This experience can provide practical understanding of the industry and its dynamics, which is valuable for strategic decision-making in a marketing manager role.

Education Marketing Manager Salary Expectations

An Education Marketing Manager can expect to earn an average salary of $70,000 (USD) per year.

However, this amount can vary significantly based on factors such as the individual’s level of experience in the field, the size and location of the educational institution or company, and the specific responsibilities of the job role.

Education Marketing Manager Job Description FAQs

What qualifications does an education marketing manager need.

An Education Marketing Manager typically requires a bachelor’s degree in Marketing, Business Administration, or a related field.

They should also have extensive experience in marketing, preferably in the education sector.

Knowledge of current education trends, digital marketing tools, and strategy development is also beneficial.

Some employers may prefer candidates with a master’s degree in a relevant field.

What are the daily duties of an Education Marketing Manager?

On a typical day, an Education Marketing Manager may be involved in strategizing and implementing marketing plans, coordinating with various departments to ensure consistency in the institution’s message, and monitoring the effectiveness of marketing campaigns.

They may also liaise with external agencies for promotional materials, conduct market research, and keep up-to-date with the latest trends in education to align their strategies accordingly.

What skills are important for an Education Marketing Manager?

An Education Marketing Manager should have excellent communication skills to interact with different stakeholders and to present marketing plans effectively.

They should possess strong leadership skills to manage their team and coordinate with other departments.

Analytical skills are crucial for assessing the success of marketing campaigns and making data-driven decisions.

Creativity is also important for developing innovative marketing strategies.

What qualities make a good Education Marketing Manager?

A good Education Marketing Manager is strategic, innovative, and results-driven.

They should be able to adapt to changes in the education sector and align their strategies accordingly.

They should be passionate about education and understand the unique needs and preferences of students and parents.

Good Education Marketing Managers are also detail-oriented, ensuring every aspect of the marketing strategy is executed accurately.

Is it challenging to hire an Education Marketing Manager?

Hiring an Education Marketing Manager can be challenging due to the specific skill set and experience required for the role.

It requires a candidate who not only understands marketing strategies and tools but also has a deep understanding of the education sector.

The right candidate should be able to navigate the complexities of the education market and adapt strategies to meet the institution’s goals.

And there you have it.

We’ve just given you an insider’s look at what it truly means to be an Education Marketing Manager .

Here’s a surprise:

It’s not just about crafting marketing strategies.

It’s about shaping the future of education, one targeted campaign at a time.

Armed with our comprehensive Education Marketing Manager job description template and practical examples, you’re ready to take the leap.

But why limit yourself?

Explore further with our job description generator . It’s your ultimate tool for creating precision-crafted job listings or honing your resume to perfection.

Every campaign is a piece of the larger educational landscape.

Let’s shape that future. Together.

How to Become an Education Marketing Manager (Complete Guide)

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Education Marketing Manager

North Star Marketing works extensively with schools across the country (private, independent, faith-based, and charter/public), helping them shape winning marketing and enrollment strategies. We develop comprehensive brand identity packages, websites, print collateral packets, online marketing campaigns, and traditional advertising programs for schools of all sizes. 

The Education Marketing Manager (EMM) consults with Marketing and Admissions Directors, Heads of School, and Advancement/Development Directors to shape marketing strategy. He/she then orchestrates the required ramp-up projects and online/traditional campaign implementation through a blend of hands-on engagement and team coordination. This role’s core purpose is to strengthen, retain, and grow our school client-base by providing marketing leadership, strategic execution and oversight, and quantifiable success towards stated client outcomes. 

Besides stewarding our clients in education, the EMM collaborates daily with North Star’s production managers, copywriters, designers, programmers, and marketing support team.

This position is best suited for a candidate with advanced studies in marketing, public relations, mass communications, or online marketing. Experience in school marketing, admissions, or development is essential for this position. 

Hear from one of our own:

“After working in admissions for two years with a private Christian school, I developed a passion for marketing the school and helping parents evaluate the benefits of a private school education. When I transitioned to my role at North Star Marketing as Education Marketing Manager, I was surprised at how both positions had a very similar mission and how seamlessly I could transition from one to the other. With experience in running marketing campaigns, giving campus tours,  planning events, and walking through several enrollment seasons, I had a firm understanding of the many hats that marketing and admissions directors wear on a daily basis. As the Education Marketing Manager at NSM,  I have the opportunity to partner with our school clients and take on some of the hats my clients are juggling. Although I am no longer on a school campus, I am very active in managing online marketing campaigns and working toward meeting marketing and enrollment goals. I help clients develop and implement strategic plans that strengthen Google visibility, improve messaging, generate more leads, and create loyalty with existing families. It is a true joy to work alongside the phenomenal team at North Star Marketing each day and know that my mission is the same as it was as an admissions director: to partner with schools and strengthen their marketing and enrollment.“ – Kaleen Goodeill, Education Marketing Manager at North Star

Roles and Responsibilities Account Health and Growth

• Making recommendations valuable for the client related to current or potential work
• Timely communication and regular touchpoints
• Provide leadership and communicate the value of agency offerings and team approach
• Keeping clients accountable to the plan
• Building and nurturing positive relationships with clients
• Leveraging internal resources at the appropriate times
• Growing in knowledge of the education industry and market segment
• Creating a growth plan for the account
• Proposal development
• Capturing new opportunities in Salesforce.com CRM

Marketing Strategy & Services Execution

• Client onboarding
• Organizing, planning, and leading client meetings
• Create a strategy and game plan
• Own results and ensure the strategy is implemented correctly by the team
• Reviewing analytics, tracking software, KPIs
• Product/service/audience discovery and research
• Client meetings to develop and refine strategy
• Inbound marketing and growth-driven development services implementation
• Strategic updates or recommendations to client backlog
• Continuing education; staying up-to-date with current trends
• Facilitate/lead internal client strategy teams

Project Management

• Weekly update to the client on status and progress of projects
• Sprint planning and coordination for committed work
• Update production manager with client schedule changes
• Strategic gameplan, budget, and retainer management/tracking
• Create project briefs to update internal teams on details of deliverables
• Facilitating internal meetings/discussions
• Scoping new project work with internal teams
• Plan & conduct project retrospective/post-mortem
• Event/task creation for one-off tasks
• Internal time tracking
• Process improvement

Experience and Education

• BS/BA required
• Must have a proven track record in education marketing
• 2+ years of digital or online marketing experience

Certification Requirements:

• HubSpot Inbound Marketing Certification
• Content Certification
• Social Media Certification
• Content Marketing Certification
• Email Marketing Certification
• Inbound Sales Certification
• Google Analytics IQ Certification
• Facebook Certified Digital Marketing Associate

Skill Requirements

Computer & Technical Skills

• Proficiency using Google Apps Suite (Gmail, Chat, Drive, Docs, Sheets, Slides)
• Proven competency with social media (Facebook/Instagram), inbound marketing, and paid media strategies
• Ability to assess and report on strategic performance using analytics tools
• WordPress (required)
• BrightLocal (preferred)
• SEMRush (preferred)
• Salesforce.com (preferred)

Communication Skills

• Ability to secure clear direction and buy-in from business leadership and then maintain visibility as strategy is executed
• Able to work with teams to take high-level vision and translate down to executable actions
• Ability to foster strong professional relationships and manage expectations with clients and fellow team members
• Ability to work across multiple projects and thrive in an environment with shifting priorities and time-sensitive deadlines
• A strong sense of organization and attention to detail are required
• Strong verbal and written skills are required
• Strong ability to prioritize and balance competing requests for support
• Ability to work independently once strategy and direction are identified while maintaining strong visibility for the agency

Qualifications:

• Two (2) years of digital or online advertising experience preferred
• Education marketing experience

Summary of Approximate Time Allocation

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Director of Marketing and Communications

Job description overview.

As a Director of Marketing and Communications in the Education industry, your main role is to create and implement marketing strategies that drive brand awareness and student enrollment. You will work closely with faculty, staff, and students to develop and promote events, programs, and initiatives that showcase the school's mission and values. 

Your day-to-day responsibilities will include managing social media accounts, developing email marketing campaigns, creating digital and print materials, writing press releases, and organizing special events. You will also be responsible for analyzing data and metrics to evaluate the effectiveness of your marketing strategies and make changes as needed.

To be successful in this role, you will need to have excellent communication and project management skills, as well as a keen eye for detail. A Bachelor's degree in Marketing, Communication, or a related field is required, and previous experience in the Education industry is preferred. If you're looking for a challenging and rewarding career in a dynamic and exciting field, then a Director of Marketing and Communications job description might be the perfect fit for you.

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Table of contents, job duties and responsibilities.

• Develop comprehensive marketing and communications plans for the organization 
• Create promotional materials and campaigns to attract potential students and supporters 
• Manage the organization's social media presence, email marketing, and website content 
• Coordinate and execute special events and public relations activities to build brand awareness 
• Foster positive relationships with current and potential partners, donors, and stakeholders 
• Use data analysis to inform marketing decisions and measure the effectiveness of campaigns 
• Collaborate with other departments to ensure consistent messaging and branding across all channels 
• Oversee the budget for marketing and communications initiatives 
• Serve as a spokesperson for the organization to represent its values and objectives in the community

Experience and Education Requirements

If you're interested in working as a Director of Marketing and Communications in the Education industry, you'll usually need to have a combination of education and experience. Most employers require at least a Bachelor's degree in Marketing, Communications, or a related field. However, having a Master's degree can also be beneficial. 

Experience-wise, you'll typically need to have several years of relevant experience in a marketing or communications role. This might include experience managing marketing campaigns, building brand awareness, creating marketing materials, and developing communication strategies. 

Additionally, having strong communication, leadership, and project management skills is essential for this role. You'll need to be able to work collaboratively with others and manage a team of marketing and communications professionals. Understanding the unique challenges and opportunities related to marketing and communications in the Education industry can also be beneficial.

Salary Range

As a Director of Marketing and Communications in the education industry, you can anticipate a salary range of approximately $80,000-$150,000 per year, depending on several factors such as experience, location, and the size of the organization. According to Glassdoor, the average salary for a Director of Marketing and Communications in the United States is $118,000 per year, with salaries ranging from $84,000 to $158,000 per year.

In Canada, the average salary for this position is CAD $99,000 per year, while in the United Kingdom, the range is £45,000 to £80,000 per year. However, it's important to note that these figures may vary depending on the cost of living and other economic factors.

• Glassdoor "Director of Marketing and Communications Salary" (https://www.glassdoor.com/Salaries/director-of-marketing-and-communications-salary-SRCH_KO0,41.htm)
• Indeed "Director of Marketing and Communications Salary" (https://www.indeed.com/salaries/director-of-marketing-communications-Salaries)
• PayScale "Director of Marketing and Communications Salary" (https://www.payscale.com/research/US/Job=Director of Marketing %26 Communications/Salary)

Career Outlook

The career outlook for a Director of Marketing and Communications in the Education industry looks promising over the next 5 years. According to the Bureau of Labor Statistics, employment in this field is projected to grow 8% from 2019 to 2029, which is faster than the average for all occupations. As technology continues to change the way education is delivered, these professionals will be essential in helping institutions attract and retain students. They'll also play a critical role in ensuring that the school's messaging is consistent and effective across all channels. As such, those with experience and skills in digital marketing, social media, and content creation will likely be in high demand. If you're looking to pursue a career in this field, it's a good idea to develop these skills and stay current on the latest trends in communication and education.

Frequently Asked Questions (FAQ)

Q: What does a Director of Marketing and Communications do in the Education industry?

A: They develop and implement marketing strategies to promote educational institutions and increase enrollment. They also handle communications with parents, students, and faculty.

Q: What skills are required for this job?

A: The Director of Marketing and Communications should have experience in marketing, communications, and public relations. They should be creative, have strong leadership skills, and be able to work in a fast-paced environment.

Q: What education or experience is necessary for this job?

A: Generally, a bachelor's degree in marketing, communications, or a related field is required. Relevant work experience in marketing and communications is also essential.

Q: What are the main challenges faced by a Director of Marketing and Communications in the Education industry?

A: One of the biggest challenges is dealing with changing demographics and competing institutions. Another challenge is to keep up with changing technology and social media platforms.

Q: What is the average salary of a Director of Marketing and Communications in the Education industry?

A: According to Glassdoor, the average salary is around $90,000 per year. However, this can vary depending on the institution and location. Higher salaries are often found in larger institutions and urban areas.

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