Tassel Marketing works extensively with K12 independent and faith-based schools nationwide, helping them shape winning marketing and enrollment strategies. We develop comprehensive brand identity packages, websites, print collateral packets, online marketing campaigns, and traditional advertising programs for schools of all sizes.
The Enrollment Marketing Manager (EMM) consults with Marketing and Admissions Directors, Heads of School, and Advancement/Development Directors to shape marketing strategy. The EMM then orchestrates the required ramp-up projects and online/traditional campaign implementation through a blend of hands-on engagement and team coordination. This role’s core purpose is to strengthen, retain, and grow our school client base by providing marketing leadership, strategic execution and oversight, and quantifiable success toward stated client outcomes.
Besides stewarding our clients in education, the EMM collaborates daily with Tassel’s production managers, copywriters, designers, programmers, and the marketing support team.
This position is best suited for candidates with prior agency experience and advanced studies in digital marketing. Additional experience in school marketing or admissions is a plus.
Roles and Responsibilities
Account Health and Growth
Purpose: Grow portfolio of education clients by developing strong relationships, trust, and providing strong leadership
Making recommendations valuable for the client related to current or potential work
Timely communication and regular touchpoints
Provide leadership and communicate the value of agency offerings and team approach
Keeping clients accountable to the plan
Building and nurturing positive relationships with clients
Leveraging internal resources at the appropriate times
Growing in knowledge of the education industry and market segment
Creating a growth plan for the account
Proposal development
Capturing new opportunities in Salesforce.com CRM
Up to 10% travel may be required for client visits or conferences
Marketing Strategy & Services Execution
Purpose: To provide marketing leadership and execution to define, plan, and achieve the client’s strategic goals and objectives.
Client onboarding
Organizing, planning, and leading client meetings
Create a strategy and game plan
Own results and ensure the strategy is implemented correctly by the team
Reviewing analytics, tracking software, KPIs
Product/service/audience discovery and research
Client meetings to develop and refine strategy
Inbound marketing and growth-driven development services implementation
Strategic updates or recommendations to client backlog
Continuing education; staying up-to-date with current trends
Facilitate/lead internal client strategy teams
Project Management
Purpose: To initiate, coordinate, and assess the execution of the client’s marketing plan, ensuring it’s on-time and on-budget; keep clients updated.
Weekly update to the client on status and progress of projects
Sprint planning and coordination for committed work
Update production manager with client schedule changes
Strategic gameplan, budget, and retainer management/tracking
Create project briefs to update internal teams on details of deliverables
Facilitating internal meetings/discussions
Scoping new project work with internal teams
Plan & conduct project retrospective/post-mortem
Event/task creation for one-off tasks
Internal time tracking
Process improvement
Experience and Education Qualifications
BS/BA required
2+ years of digital or online marketing experience
Demonstrated agency experience in school marketing strongly preferred
Certification Requirements:
HubSpot certifications preferred:
HubSpot Inbound Marketing Certification
Content Certification
Social Media Certification
Content Marketing Certification
Email Marketing Certification
Other certifications preferred:
Google Analytics IQ Certification
Facebook Certified Digital Marketing Associate
Skill Requirements
Computer & Technical Skills
Proficiency using Google Apps Suite (Gmail, Chat, Drive, Docs, Sheets, Slides)
Proven competency with social media (Facebook/Instagram), inbound marketing, and paid media strategies
Ability to assess and report on strategic performance using analytics tools
Tools
ChatGPT or comparable AI platform (required)
WordPress (required)
BrightLocal (preferred)
SEMRush (preferred)
Communication & Other Skills
Ability to secure clear direction and buy-in from business leadership and maintain visibility throughout strategy execution
Able to work with teams to take high-level vision and translate it down to executable actions
Ability to foster strong professional relationships and manage expectations with clients and fellow team members
Ability to work across multiple projects and thrive in an environment with shifting priorities and time-sensitive deadlines
Exemplify a strong sense of organization and attention to detail
Strong verbal and written skills are required
Strong ability to prioritize and balance competing requests for support
Ability to work independently once strategy and direction are identified while maintaining strong visibility for the agency
Summary of Approximate Time Allocation
Task Description % of Time
Account health and growth Actively working to grow a portfolio of education clients by developing strong relationships, trust, and providing strong leadership. 35%
Marketing strategy & services execution Providing marketing leadership and execution of services to define, plan, and achieve the client’s strategic goals and objectives. 30%
Project management Initiating, coordinating, and assessing the client’s marketing plan’s execution, ensuring it’s on time and on budget; keeping clients updated. 20%
General admin Time-keeping, internal meetings, etc. 15%
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