Careers at UMass Amherst

Senior Assistant Director of Digital Communications - Enrollment Management (Hybrid)

Apply now Job no: 515316
Work type: Staff Full Time
Location: UMass Amherst
Department: Enrollment Management Ops
Union: PSU
Categories: Admissions/Enrollment/Student Recruitment

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

Under the general direction of the Director of Communications and Events, this position will assist in the development and implementation a comprehensive and strategic digital communication plan for the recruitment of a diverse undergraduate population. The Senior Assistant Director will work collaboratively within Enrollment Management to provide department-wide multimedia leadership and resources including, but not limited to, social media, email marketing, video production, photo management, and websites.


Essential Functions

  • Collaborates with Enrollment Management colleagues to maximize use and effectiveness of Customer Relations Management (CRM) messaging.
  • Builds campaigns, designs messages as needed, coordinates sends, monitors recipient engagement.
  • Generates, edits, publishes, and shares engaging social content regularly, including Facebook, Instagram, TikTok, Twitter, and YouTube. Communicates with followers in a timely manner.
  • Develops data-informed growth strategies for content development and distribution and measure performance and user needs with an eye toward growing positive interactions with the University.
  • Establishes, implements, and maintains processes, guidelines, and schedules to ensure timely and updated content.
  • Partners with the Enrollment Management team and leadership, as well as University partners, to create and promote relevant content.
  • Works with Director to develop an annual communication calendar that parallels admission cycles.
  • Assists in the coordination, production, and design of videos and photography.
  • Edits video content and prepares for dissemination on appropriate platform.
  • Incorporates sound, graphics, text and images when needed.
  • Coordinates efforts and ensure brand consistency with University Relations when required.
  • Oversees a team of 5-10 student interns. Recruit, train and mentor students who will provide social media, blog and visual content.
  • Provides general oversight of admissions, financial aid, visitor center and student blog content.
  • Updates pages to maintain consistency of messaging, information, and branding.
  • Develops and incorporates ideas for improved organization and new functionality to enhance the user experience.
  • Applies search engine optimization tactics to grow audience of targeted prospects.
  • Monitors web traffic and utilize analytics to determine most effective content and placement.
  • Manages digital asset management system of images and videos; further develops metadata and system for managing and tagging digital assets.
  • Inventories and devises method for photo organization.
  • Tags and stores photos and albums to allow for quick and intuitive searches.


Other Functions

  • Performs other duties as assigned.


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

  • Bachelor’s degree and three (3) years of experience in marketing, digital/social media and website maintenance.
  • Prior experience working with a Customer Relations Management (CRM) system.
  • Proficient in video production with an understanding of appropriate acquisition and use of content.
  • Excellent organizational, analytical, and interpersonal skills and the ability to manage multiple projects while exhibiting professionalism and a commitment to teamwork.
  • Experience with web content management systems to create and manage content.
  • Ability to create strategy, prioritize goals and formulate independent decisions regarding procedures and operations.  
  • Strong written and interpersonal communications skills.
  • Sensitivity to multicultural and socioeconomic issues.


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

  • Prior experience working in Slate CRM.
  • Demonstrated competency data analysis and translating goals into successful operating plans.
  • Previous experience managing high volume of digital photography.
  • Previous experience in higher education.
  • Previous supervision experience.
  • Valid driver’s license.


Physical Demands/Working Conditions

  • Typical office environment.


Additional Details

  • Incumbent reports to the Director of Communications & Events.
  • Position works with all staff in Enrollment Management to execute plans and objectives in accordance with overall departmental goals. 


Work Schedule

  • Monday – Friday, 8:30 am – 5:00 pm.
  • Required to work some nights and weekends.
  • This position has the opportunity for a hybrid work schedule, which is defined by the University as an arrangement where an employee’s work is regularly performed at a location other than the campus workspace for a portion of the week. As this position falls within the Professional Staff Union, it is subject to the terms and conditions of the Professional Staff Union collective bargaining agreement.


Salary Information

Level 26

PSU Salary Ranges


Special Instructions to Applicants

Along with the application, please submit a resume, cover letter, and contact information for three (3) professional references. The search will remain open until filled.


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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