Careers at UMass Amherst

Director of Lead Management and Communications

Apply now Job no: 503755
Work type: Staff Full Time
Location: UMass Amherst
Department: Online Education
Union: PSU
Categories: Public Relations, Marketing, Communications

About UMass Amherst

UMass Amherst, the Commonwealth's flagship campus, is a nationally ranked public research university offering a full range of undergraduate, graduate and professional degrees. The University sits on nearly 1,450-acres in the scenic Pioneer Valley of Western Massachusetts, and offers a rich cultural environment in a bucolic setting close to major urban centers. In addition, the University is part of the Five Colleges (including Amherst College, Hampshire College, Mount Holyoke College, and Smith College), which adds to the intellectual energy of the region.


Job Summary

The Director of Lead Management and Communications reports to the Assistant Provost for Academic Programs and oversees lead management efforts and activities for all revenue-generating programs offered through the University Without Walls (UWW).  The Director will manage the use and optimization of the Customer Relationship Management (CRM) system used by UWW (i.e., Salesforce) and will master the use of marketing automation software used by UWW (i.e., Marketing Cloud) to drive prospective student communications. The Director is responsible for the supervision of work and staff for the UWW Program Information Specialist team in order to achieve optimum results in growing student populations and meeting institutional goals.  The Director will actuate website content as it relates to student recruitment, lead management and prospective student resources. 


Essential Functions

  • Directs lead management, lead cultivation and lead conversion for programs offered through UWW in a manner consistent with higher education best practices through optimal utilization of a CRM system. In coordination with multiple units across campus (Schools/Colleges, University Relations, UWW Program Development, Information Technology), creates and implements appropriate follow-up strategies by program to include inbound and outbound tactics, follow-up phone calls, email communications, advising appointments and other lead-nurturing campaigns. 
  • Responsible for direct supervision and development of all Program Information Specialists (Lead Management Team) in UWW who support a wide range of programs across campus. Programs include non-credit, certificates, degree programs, and professional development workshops/classes. Number of programs supported will range from 30-50 at any given time.        
  • Responsible for the setup and deployment of communications using the marketing automation platform. Works closely with the lead management team to ensure all emails are error-free before executing the deployment. Works with internal and external teams to ensure emails are targeted to the appropriate segments and successfully execute any tests according to specifications. Maintains an overall view of all lead communications and integrates them to meet the organizations goals.
  • Works with University Relations and Academic Program Development Directors to develop marketing and communication plans for programs. Evaluates the success of these efforts on an ongoing basis by reviewing lead and conversion metrics. Liaises with University Relations, UMass Online, and other internal and external partners on marketing and promotional activities for programs administered by UWW.
  • Through collaboration with the Academic Program Development team, the Director manages the program prioritization process as it relates to program development, marketing, communications, staff resourcing needs and recruitment. 
  • Contributes to the overall success of self-sustaining programs by providing solutions to team coordination and related workflow procedures, i.e. scheduling and promotion of recruiting events, development and maintenance of lead management resources. Continuously explores new and innovative ways to utilize the CRM tool to improve prospective student services and communications. Supports UWW as it evolves and creates integration points within campus resources to offer all students of the University flexibility in taking online, in-person and hybrid courses. 
  • Oversees programmatic website content directly related to the recruitment of new students. Refresh content as needed, maintaining accurate information about programs for prospective students. Works with University Relations and Academic Program Development team as new programs are developed to ensure web presence is deployed.     


Other Functions

  • Performs other duties as assigned.


Minimum Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)

  • Bachelor’s degree with five years of relevant professional work experience OR Master's degree with three years of relevant professional work experience. 
  • Experience with Salesforce or other CRM systems, such as Slate, Hubspot, LeadMaster for lead capturing, nurturing and converting leads.
  • Experience configuring, deploying and testing communications using Salesforce Marketing Cloud or similar marketing automation platforms, such as Pardot, Constant Contact, HubSpot, or Slate.
  • Ability to effectively collaborate with multi-faceted units across campus, such as Information Technology, Marketing & Communications, University Relations, Schools & Colleges. 
  • Writing, proofreading, and editing skills with strong attention to detail.
  • Ability and willingness to learn new technical software packages/platforms with ease.
  • Strong leadership skills in lead management/lead cultivation.
  • Understanding of marketing metrics and demonstrated success in leveraging them to drive conversions.
  • Capacity for a high degree of independent decision making and initiative, including the ability to establish priorities, organize a team’s day to day activities and concurrently manage multiple complex tasks and projects.


Preferred Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)

  • Management skills and the ability to supervise and direct a team responsible for supporting multiple programs and initiatives that contribute to the overall strategic direction of the organization.  
  • Experience working in a higher education setting and an understanding of university structure, particularly in relation to self-sustaining units.  


Work Schedule      

M-F, 8:30 a.m. - 5:00 p.m.


Physical Demands/Working Conditions

Typical office environment activity. 


Salary Information

Level 28

PSU Salary Ranges


Special Instructions to Applicants

Please submit a cover letter, resume and contact information for three professional references. Review of applications will begin December 9, 2019. Search may remain open until a suitable candidate pool has been identified.  


UMass Amherst is committed to a policy of equal opportunity without regard to race, color, religion, gender, gender identity or expression, age, sexual orientation, national origin, ancestry, disability, military status, or genetic information in employment, admission to and participation in academic programs, activities, and services, and the selection of vendors who provide services or products to the University.  To fulfill that policy, UMass Amherst is further committed to a program of affirmative action to eliminate or mitigate artificial barriers and to increase opportunities for the recruitment and advancement of qualified minorities, women, persons with disabilities, and covered veterans.  It is the policy of the UMass Amherst to comply with the applicable federal and state statutes, rules, and regulations concerning equal opportunity and affirmative action.

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