Director of Enrollment Marketing - Sonoma State University

An exciting opportunity to build something new! Another Source's client, Sonoma State University, is seeking a Director of Enrollment Marketing to lead innovative, data-driven strategies that attract, engage, and enroll future students. Created as part of a renewed focus on enrollment growth under the university's new President, this highly visible role offers the opportunity to shape marketing strategy, strengthen campus partnerships, and make a lasting impact on student success. Located in beautiful Sonoma County, California, this leadership opportunity offers a hybrid work schedule with up to two remote days per week, an annual salary range of $90,000-$110,000, and relocation assistance.

Another Source's client, Sonoma State University, is recruiting a Director of Enrollment Marketing to join their team in Rohnert Park, California. This leadership opportunity offers a hybrid work schedule with up to two remote days per week, an anticipated annual salary range of $90,000-$110,000, and relocation assistance.

Here's a little about Sonoma State University:

Located in the heart of Sonoma County's wine country, Sonoma State University is part of the California State University (CSU) system and is committed to providing an accessible, high-quality education that transforms lives and strengthens communities. With a focus on academic excellence, student success, sustainability, and community engagement, Sonoma State offers an environment where innovation, collaboration, and meaningful impact come together.

It's an exciting time to join Sonoma State! With a new President placing renewed emphasis on enrollment growth and strategic marketing, the university is investing in a more intentional, data-driven approach to attracting, engaging, and enrolling future Seawolves. This commitment has led to the creation of an entirely new leadership position: Director of Enrollment Marketing.

For a marketing leader who enjoys building strategy, connecting people, and seeing measurable results, this is an opportunity to help shape the future of enrollment at Sonoma State.

About this role:

The Director of Enrollment Marketing is a newly created position designed to strengthen Sonoma State's ability to compete for, attract, and enroll students in an evolving higher education landscape.

Reporting directly to the Vice President for Strategic Enrollment Management, this leader will have the opportunity to build and lead a comprehensive enrollment marketing strategy from the ground up, connecting brand awareness, digital marketing, recruitment, conversion, and yield into a coordinated approach that drives enrollment results.

This is a highly collaborative, visible role that serves as the strategic connection between Strategic Enrollment Management and University Marketing. With a dotted-line relationship to University Marketing, the Director will work across campus to ensure marketing investments, messaging, and recruitment priorities are aligned and delivering measurable impact.

The ideal candidate brings both strategic vision and a hands-on approach. You'll have the opportunity to develop innovative campaigns, leverage data to guide decisions, strengthen campus and community partnerships, and help shape how Sonoma State engages prospective students and families throughout their enrollment journey.

How you will spend your time:

Enrollment Marketing Strategy & Campaign Leadership

Build and lead a comprehensive enrollment marketing strategy aligned with the university's enrollment goals and institutional brand.

• Develop integrated, multichannel campaigns that increase awareness, generate qualified prospective student interest, and grow applications.

• Identify opportunities to reach priority student populations, academic programs, and geographic markets through paid search, social media, digital advertising, email, web, SEO/GEO/SEM, retargeting, and emerging marketing channels.

• Translate enrollment priorities into actionable campaign plans, audience segments, messaging strategies, timelines, and measurable performance goals.

• Continuously refine marketing strategies based on recruitment trends, campaign results, and changing market conditions.

Student Conversion & Enrollment Yield

• Design and implement strategies that move prospective students from initial inquiry through application, admission, and enrollment.

• Develop personalized communications, targeted outreach, and engagement campaigns that improve conversion, reduce enrollment melt, and increase yield.

• Partner with Admissions, Financial Aid, and campus stakeholders to strengthen application completion, affordability messaging, and enrollment confirmation efforts.

• Identify prospective student populations that may benefit from additional outreach and develop targeted interventions, including yield events and family communications.

• Monitor conversion and yield performance, using insights to improve messaging, timing, and engagement strategies.

Campus Collaboration & Enrollment Partnerships

• Serve as the primary strategic connection between Strategic Enrollment Management and University Marketing.

• Build strong partnerships across Admissions, Financial Aid, Academic Affairs, Athletics, Student Affairs, and academic colleges to create a coordinated prospective student experience.

• Develop external partnerships with community colleges, K-12 institutions, community-based organizations, and employer or industry partners to expand recruitment opportunities.

• Collaborate with university leadership to ensure marketing priorities reflect enrollment needs, emerging opportunities, and institutional goals.

Analytics, Market Intelligence & Performance

• Establish meaningful performance indicators, dashboards, and reporting processes that connect marketing investments to enrollment outcomes.

• Analyze campaign effectiveness, student engagement, application activity, conversion rates, yield, and cost-effectiveness.

• Leverage market research, competitive insights, audience data, and testing to optimize campaigns and resource allocation.

• Provide strategic recommendations to university leadership based on enrollment trends and marketing performance.

Marketing Operations & Resource Management

• Lead enrollment marketing initiatives from strategy through execution, coordinating campus partners, creative teams, external agencies, and vendors.

• Manage assigned marketing budgets and recommend investments that support enrollment priorities.

• Establish effective campaign calendars, workflows, and communication processes between enrollment management and university marketing.

• Provide leadership and expertise to staff and campus partners supporting enrollment marketing initiatives.

• Ensure marketing activities reflect Sonoma State's brand, values, and commitment to student success.

Minimum Qualifications

• Bachelor's degree in Marketing, Communications, Business, Higher Education Administration, or a related field, or an equivalent combination of education and experience that provides the required knowledge, skills, and abilities.

• Minimum of five years of experience in enrollment marketing, digital marketing, enrollment conversion and yield strategy, student recruitment, or a closely related field.

• At least three years of progressively responsible management, supervisory, or program leadership experience.

• Demonstrated success developing and executing integrated, data-informed marketing campaigns that drive audience acquisition, lead generation, engagement, conversion, and yield.

• Experience using analytics and performance data to evaluate marketing effectiveness and optimize results.

• Strong organizational and project management skills, with the ability to balance multiple priorities and adapt to changing needs.

• Demonstrated leadership, supervisory, coaching, problem-solving, and conflict-resolution skills.

• Excellent communication and relationship-building abilities, with experience collaborating across diverse teams and stakeholder groups.

• Ability to exercise sound judgment, maintain composure under pressure, and foster inclusive, productive working relationships.

• Advanced proficiency with Microsoft Office, including Word and Excel.

• Commitment to incorporating sustainability principles and practices into professional responsibilities.

Preferred Qualifications

• Experience working in higher education, particularly in enrollment marketing, student recruitment, or strategic enrollment management.

• Experience developing and managing enrollment-related partnerships across campus and with external organizations.

• Familiarity with Google Workspace, customer relationship management (CRM) systems, marketing automation platforms, digital advertising tools, and web analytics.

• Experience with PeopleSoft or similar higher education enterprise systems.

What's in it for you:

The anticipated annual salary range for this position is $90,000-$110,000, commensurate with qualifications and experience.

Hybrid work flexibility with up to two remote days per week. Relocation assistance is available.

Beyond compensation, this position offers a unique opportunity to help establish a new strategic function at Sonoma State University, work directly with senior enrollment leadership, and make a measurable contribution to the university's future.

Sonoma State University, as part of the California State University system, offers eligible employees a comprehensive and competitive benefits package designed to support employees and their families. Benefits include medical, dental, and vision coverage; retirement benefits through CalPERS; life and disability insurance; flexible spending accounts; paid time off; and additional CSU-sponsored programs and resources.

Sonoma State also emphasizes work-life balance, professional development, and a supportive employee experience.

Why a Career with CSU is for You:

The CSU system offers a comprehensive benefits package designed to meet you where you're at in life and typically adds 30-35% to your total compensation package. For more information on programs available, take a closer look in the Employee Benefits Summary.

• Emphasis on maintaining a healthy work-life balance with ample PTO and flexibility, which includes up to 24 vacation days per year (based on employee group/services).

• Enjoy the vibrant campus life with access to athletic and gym facilities, renowned sporting events, artist events, and world-renowned speakers.

• Numerous professional development opportunities to advance your career, including tuition waivers for yourself, a spouse, registered domestic partner, or an eligible dependent child across any of the 23 CSU campuses.

• Two different retirement plans catered to fit your personal saving goals: CalPERS Retirement Plan or 403(b) Supplemental Retirement Plan (similar to a 401(k) plan).

• Medical benefits tailored to support various life stages.

• We recognize that transportation to and from work can be expensive, and we are here to help support you with pre-tax commuter benefits.

Additional Position Information

This position offers a hybrid work arrangement, with up to two days of remote work per week, subject to operational needs and university telecommuting guidelines. The Director will maintain an active on-campus presence and availability during regular campus business hours, Monday through Friday.

Occasional evening and weekend work, travel, and overnight stays may be required to support university activities and enrollment initiatives.

The selected candidate may be required to file an annual Conflict of Interest Form 700 (Statement of Economic Interests), complete ethics training within six months of appointment, and participate in refresher training every other year thereafter.

Equal Opportunity & Mandated Reporting:

The University is an Affirmative Action/Equal Opportunity Employer. We consider qualified applicants for employment without regard to race, religion, color, national origin, ancestry, age, sex, gender, gender identity, gender expression, sexual orientation, genetic information, medical condition, disability, marital status, or protected veteran status.

Mandated Reporting: This position may be considered a "mandated reporter" under the California Child Abuse and Neglect Reporting Act and is required to comply with the requirements set forth in CSU Executive Order 1083 as a condition of employment.

Another Source's Commitment to Inclusive Recruitment

Another Source works with their clients, on a retained project basis. We are committed to building inclusive candidate pools as we partner with hiring teams. As you read through the job posting and review the list of qualifications (required and/or preferred), please do not self-select out if you feel you do not meet every qualification. No one is 100% qualified. We encourage you to apply and share your story with us.

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