The Assistant Director, Marketing and Communications is a Shanghai-based marketing team member who executes 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 implementing as planned to meet strategic objectives.
This role will be equal parts creative and strategic. The successful candidate will share a portfolio of creative work produced for social media and digital platforms, and will be responsible for in-house creative content development of digital media. Strategically, this role is responsible for promoting the brand of NYU Shanghai to prospective students and families through short videos/advertorials, while aligning with the enrollment cycle to grow reach, increase engagement and brand affinity, and support institutional goals.
The main responsibilities include:
The Assistant Director, Marketing and Communications strategizes for, creates content, posts and manages NYU Shanghai social media channels, based on the online behavior of prospective students, educators and counselors, parents, press, and general audiences. The Assistant Director, Marketing and Communications will monitor account activity and lead the university’s efforts to remain relevant, engaging and on the leading edge of social media content that effectively and successfully tells the NYU Shanghai story and communicates the culture of NYU Shanghai.
Strategy Development: Collaborate closely with the undergraduate admissions team and other relevant university stakeholders to help develop organic social media strategies, with the primary goal of increasing engagement with prospective students and their influencers;
Content Creation: Produce a substantial volume of original, authentic, and high-quality videos and other digital content to attract prospective students and promote the New York University Shanghai brand;
Channel Management: Maintain comprehensive oversight of social media channels and the university’s overall social media presence to ensure brand consistency;
Trend Monitoring and Innovation: Monitor emerging social media trends, provide recommendations for content strategies on existing channels, and/or plan to establish the university’s presence on new channels;
Content Strategy and Audience Building: Develop sustainable content strategies for each channel, balancing actionability, shareability, interactivity, and innovation to build and strengthen the university’s audience;
Daily Monitoring and Collaboration: Monitor the university’s social media channels daily. Collaborate with other internal communications staff to ensure all university social media channels adhere to best practices and are dedicated to expanding the audience;
Admissions Account Management: Manage NYU Shanghai’s Undergraduate Admissions social media accounts; analyze and respond to social media metrics and user engagement; troubleshoot and adjust strategies as needed;
Staff Supervision and Guidance: Oversee student ambassadors and interns involved in admissions marketing initiatives, including content development and project coordination;
Content Calendar Management: Develop and maintain a content calendar to ensure a consistent and rhythmic content release schedule;
Story Discovery: Identify compelling stories across the university and transform them into shareable content;
Admissions and Recruitment Visual Guidelines: Develop, update, and maintain visual guidelines for admissions and recruitment, ensuring all external communications align with the university’s visual identity system;
Website Content Updates and Maintenance: Manage content updates and daily maintenance for the admissions-related sections of the official website, ensuring information is accurate, timely, and user-friendly;
Vendor Communication and Management: Maintain effective communication with external vendors (e.g., design firms, video production companies, advertising agencies), clarify requirements, track deliverables, and ensure quality control;
Project Management: Coordinate and manage multiple concurrent projects, develop project timelines, and coordinate internal and external resources to ensure all projects are completed on time, to quality standards, and within budget;
Other Responsibilities: Undertake other tasks related to admissions communications as needed by the team.
Required Education
Bachelor’s degree required, preferably in communications/Medias/ Advertising or related fields.
Required Experience
Experience working in a bilingual (Chinese/English environment).Associate / Senior Associate level team player in the undergraduate admissions team;
Professional experience working with social media platforms (content production, analytics, etc.);
Video production experience (in a professional setting preferred, high-quality personal projects acceptable);
Experience in creative development and execution for clients or businesses.
Required Knowledge, Skills, and Abilities
Excellent organization and time-management skills;
Critical thinking, strong insight, outstanding creative ability, strong verbal expression ability, with a high degree of work enthusiasm and responsibility;
Mastery of graphic design and video editing software, such as cutting professional version（剪映专业版）, PS, Illustrator, etc.
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.