Associate Director, Marketing and Communications, Admissions / 招生办公室市场与传播助理主任

NYU Shanghai is China’s first Sino-American research University, and a vibrant part of the global network of New York University, dedicated to recruiting and graduating a community of global scholars with a deep understanding of the role the US-China relations play in innovation and the global community. 

The Associate Director, Marketing and Communications for Enrollment Management is a Shanghai-based marketing leader who drives strategic marketing plans for the Office of Undergraduate Admissions at NYU Shanghai and furthers the primary goal of attracting and enrolling future students, in partnership with the University's central Enrollment Management division. The successful candidate is fully bilingual in English and Mandarin, and is an independent and critical thinker with experience in leading data-driven, marketing strategies across a wide-variety of channels – print, digital, paid media, PR, and social media, and in developing and executing high caliber on and off-campus events.

The Associate Director will report to the NYU Shanghai Admissions office in Shanghai and the marketing team in New York and will liaise with the NYU Shanghai University Communications team, ensuring that marketing plans are well-integrated and support both NYU Shanghai’s China-specific and global outreach. This role will manage  two professional staff members, one who is charged with executing creative concepts, and one who is responsible for the visitor experience on campus.

The main responsibilities include:   

• Work with NY based enrollment management marketing team to provide visionary and operational leadership in communication strategy for recruitment, enrollment, financial aid, and new student transition through initiatives that are contemporary, on brand message, relevant, and serve to provide greater visibility of the university to prospective students;
• Design  strategic, goal based, data-driven marketing and communications plans targeting the Chinese and global audience  in alignment with the vision of the university, and undergraduate admissions. Drive the implementation of the plan across multiple channels, website, social media, and other digital platforms, collateral development, and advertising;
• Plan and execute efforts that deliver effective culturally relevant communication to prospective first-year and transfer students, their families, influencers such as school counselors and transfer advisors, and other stakeholders that elevate the NYU Shanghai brand;
• Convey the value proposition of NYU Shanghai including degree outcomes to ensure consistent and thoughtful messaging. Increase prospective student engagement from prospect through matriculation. Leverage the richness of our students, faculty, staff, and alumni in storytelling;
• Leverage technology utilizing a variety of platforms and mediums including best practices in social media, web design/development integration, email, demand generations and others within higher education and preferably enrollment management with an eye to the future. Evaluate and assess the use of technology, both current, and new, to maximize and track prospective student engagement;
• Cultivate data-driven, high-impact, and results-oriented marketing practices in order to enroll an increasingly high-achieving and diverse student body across academic disciplines. Strengthen partnerships to develop multi-year messaging designed to generate a diverse undergraduate applicant pool, manage enrollment, and support students particularly through matriculation;
• Establish metrics-oriented accountability through analytics to ensure continuous improvement of activities and alignment with enrollment goals;
• Collaborate with University Communications and other internal stakeholders to create, refine, implement, and direct a university-wide comprehensive marketing communications effort for undergraduate admissions;
• Manage budget and coordinate with enrollment management leaders to effectively use resources to meet current and future marketing and communication needs. Adapt to changing operating conditions and resource availability. Oversee internal and external key vendor relationships to ensure maximum performance from purchased services and to track effectiveness;
• Oversee NYU Shanghai Welcome Center operation. Plan and execution of large-scale virtual and in-person events, both on-campus and in various locations in China;
• Lead, direct, mentor, and motivate the Undergraduate Admissions Marketing and Communications unit composed of 2 direct reports;
• Other responsibilities assigned.

Required Education

• Bachelor’s degree required, preferably in communications or related fields. Prefer Master’s Degree in marketing or related field.

Required Experience

• 5+ years progressively responsible professional marketing and communications experience in China, preferably relating to higher education. Must include previous experience in managing personnel, campaigns and events. 

Preferred Experience

• Experience with developing and implementing integrated marketing strategies in a higher education or non-profit context; candidates with agency experience will also be considered;
• Experience in market research and data analysis;
• Experience in developing and executing creative marketing campaigns across multiple channels;
• Demonstrated success in delivering innovative and targeted marketing campaigns that generate results;
• CRM and/or marketing automation experience creating tailored customer journeys for diverse audiences.

Required Knowledge, Skills, and Abilities

• Superior written, oral, and interpersonal communications skills in English and Mandarin. Interviews will be conducted in both English and Mandarin;
• Demonstrated ability to effectively organize and manage multiple projects and priorities;
• Proven ability to work collaboratively and effectively with and across teams and to function well in a larger and global environment;
• Results and detail oriented, highly organized and creative self-starter;
• Ability to set goals and easily adapt to changing demands;
• Ability to work evenings and weekends as required by admissions events.

About NYU Shanghai

NYU Shanghai is China’s first Sino-US research university and the third degree-granting campus of the NYU Global Network. We were founded in 2012 by New York University and East China Normal University with the support of the city of Shanghai and the district of Pudong. NYU Shanghai seeks to cultivate globally-minded graduates through innovative teaching, world-class research, and a commitment to public service. 

NYU Shanghai is an equal opportunity employer committed to equity, diversity and social inclusion. We are proud of its diverse and talented staff members, who work together to build and sustain this unique and pioneering institution of higher education in China. 

For more information about NYU Shanghai, please visit https://shanghai.nyu.edu. You can also follow our official WeChat Account: NYUShanghaiRecruit for more updated news.