Assistant Director, ELI’s Office of Recruitment, Marketing, and Communications

The University Of Delaware

Newark, DE

The University of Delaware’s widely respected English Language Institute seeks an exceptional professional in international education marketing and recruitment with a proven record of performance to lead ELI’s Office of Recruitment, Marketing, and Communications.

The University of Delaware English Language Institute (ELI) is a leader in the field of English as a Second Language. With an annual enrollment of over 1,800 students, the ELI offers a wide variety of intensive English programs, cultural orientation, and services for degree-seeking students, business professionals, general English language learners, and more. The ELI also offers specialized programs in such areas as: PreMBA, American Law and Legal English, EFL Teacher Training, etc.

The ELI Office of Recruitment, Marketing, and Communications (ELI-ORMC) has primary responsibility for creating and executing the ELI’s Marketing, Recruitment, and Communications strategy and activities; recruiting international students for all ELI programs; overseeing the ELI’s digital communications platforms, including social media accounts, websites, and online profiles; executing market research and incorporating the results into the ELI’s marketing strategy, activities, and promotional materials; cultivating relationships with sponsoring organizations and overseas educational institutions for student recruitment purposes.

The Assistant Director of Recruitment, Marketing, & Communications reports to and operates under the limited supervision of the ELI Director. The position involves strategic planning and requires strong independent judgment and decision-making skills. The Assistant Director has full supervisory responsibility for the ELI-ORMC, which currently has two other full-time positions in addition to the Assistant Director (i.e., International Recruitment Specialists). In addition, the Assistant Director is accountable for an annual budget of $250,000-$500,000. Finally, the Assistant Director must collaborate with numerous personnel and departments on campus, as well as with domestic and international vendors, administrators from international schools, sponsoring organizations and embassies, and the directors, associate directors, and recruiters from other American Intensive English Programs and higher education institutions.

MAJOR RESPONSIBILITIES:

• Directs the work of ELI-ORMC staff, including hiring, training, goal-setting, project management, and performance evaluations.
• Conducts market research and uses the resulting market intelligence to conceive, develop, and execute the ELI’s Recruitment, Marketing, and Communications strategies and to contribute to the creation of new ELI programs and recruitment initiatives. Uses research and analytics to evaluate the effectiveness of marketing campaigns and activities.
• Designs, develops, and executes the ELI’s Marketing and Recruitment plans and activities. This includes:

Communications and campaign management:

• Creating and maintaining the ELI’s marketing communications/campaigns calendar and using it to guide the projects and communications of ELI-ORMC staff and to ensure consistent messaging across platform types.
• Supervising, planning, and executing marketing campaigns.
• Analyzing campaign metrics to determine their effectiveness.
• Selecting and approving free and paid advertising and sponsorship options.
• Selecting, approving, and liaising with vendors to promote the UD-ELI brand online, in print, etc.
• Initiating and supervising the design, content, production, and domestic and/or international distribution of a wide variety of promotional materials and evaluating their effectiveness (editorial decisions and design, soliciting bids from/selecting vendors, and overseeing the production schedule of the materials).

Digital communications management:

• Supervising the development and execution of digital media campaigns, including via e-mail, social media, and via third party platforms and using metrics and feedback to evaluate their effectiveness.
• Conceptualizing, designing, and overseeing content management of all ELI websites;

Event planning:

• Selecting venues and recruitment events for the ELI to participate in overseas.
• Managing the event budget.
• Arranging for the development, translation, and printing of promotional materials.
• Logistical planning.
• Approving catering and audio/visual arrangements.
• Applying for travel visas (note: these events often involve the Directors and Associate Directors of various units on campus, such as the ELI, undergraduate and graduate Admissions, the Office for International Students and Scholars, the Institute for Global Studies, etc., as well as administrators from overseas educational institutions and delegations from embassies and sponsoring organizations).

Travel activities:

• Representing the ELI in conferences, meetings, and recruitment fairs, most of which are overseas (traveling approximately 4-12 weeks per year) (travels for this position have particular emphasis on the exploration of new target markets (most often in non-Anglophone developing nations).
• Manages an annual recruitment and marketing budget of $250k-$500k under supervision of the ELI Director and with input from the ELI Business Administrator.
• Serves as Chair of the ELI Marketing Committee (comprised of ELI Director, Associate Director, and Special Programs Manager), and leads the ELI Travel and Recruitment Team (comprised of multiple staff and faculty members who represent the ELI in overseas events).
• Ensures that the ELI is represented on university committees, activities, and groups related to International Marketing and Recruitment (e.g., Global Recruitment and Retention, Social Media Strategy, International Recruitment and Admissions, Sponsored Student Recruitment, etc.), as well as in conferences/workshops with our counterparts at other Intensive English Programs.
• Initiates, vets, and maintains relationships with overseas recruitment agents and sponsoring organizations; troubleshoots issues as they arise in order to promote a steady flow of students from these institutions; provides regular training and updates to agents.
• Works independently or leads team to execute miscellaneous assignments from the ELI Director. Promotes and maintains strong relationships with ELI alumni.
• Supports the ELI Admissions Office and the ELI Advisement Team in the establishment of conditional admissions agreements with American colleges and universities.

QUALIFICATIONS: 

• Bachelor’s degree in Business Administration, Marketing, International Relations, TESOL, or other related field and five years of related experience, or equivalent combination of education and experience. Experience within a university-affiliated Intensive English Program preferred.
• Excellent leadership, management, delegation, and organizational skills, with strong belief in teamwork.
• Excellent technical skills, with high proficiency in MS Office (Access, Word, Excel, PowerPoint, Publisher), Google Apps, Skype, and strong general computer and technological capabilities.
• Effective oral and written communication skills that includes public speaking and cross-cultural communication skills.
• Ability to work independently and to find creative solutions to issues that arise.
• Ability to think outside of the scope of the ELI-ORMC to help colleagues to resolve problems and to support the strategic goals and operations of the ELI as a unit.
• Foreign language skills preferred.
• Understanding of student visa regulations and how they apply to ESL students and programs preferred.
• Familiarity with university policies and procedures preferred.

SPECIAL REQUIREMENTS:

• Requires international travel.
• Ability to interact with people of different cultures, positions, and levels.

TO APPLY:  For a complete list of requirements and job duties and to apply online, please visit the UDJOBS website at https://careers.udel.edu/cw/en-us/job/494424 .

Equal Employment Opportunity

The University of Delaware is an Equal Opportunity Employer which encourages applications from minority group members, women, individuals with a disability and veterans.  The University's Notice of Non-Discrimination can be found at http://www.udel.edu/aboutus/legalnotices.html. Employment offers will be conditioned upon successful completion of a criminal background check.  A conviction will not necessarily exclude you from employment.