Associate Director Marketing & Communications-MSL

The Master of Science in Law (MSL) is an exciting, innovative, new master's degree offering at Northwestern Pritzker School of Law that provides STEM professionals with an understanding of the legal, regulatory, business, and policy implications of their work. The MSL program currently enrolls approximately 200 total students per year across both an online and residential format. Our student body is highly diverse, with students of different ages, work experience, backgrounds, race and ethnicity, and career goals. As a member of the Law School’s Marketing and Strategic Communications team, the Associate Director of Marketing and Communications works closely with MSL leadership to create, implement, manage, and measure the success of the MSL program’s overall marketing and communications strategy. This includes developing content; implementing email and social media campaigns, including LinkedIn; creating marketing materials such as flyers and brochures; and placing content that promotes the MSL in relevant media. The Associate Director also collaborates with MSL’s digital marketing vendors, which involves developing an overall digital marketing strategy, producing content and creative assets. This includes performance monitoring for both paid and organic search and across a range of digital outlets, including Google and Meta. In partnership with the MSL admissions team, the Associate Director will also play a key role in developing and implementing an outreach strategy for recruiting students to the MSL program. The Associate Director role requires superb written communication skills and project management, expertise with content management systems and CRM platforms, and the ability to continuously measure marketing efforts and make data-driven decisions that increase performance. As the MSL program is itself creative and innovative, we are looking for a person who brings creativity to the position, and someone who is excited to guide development of the MSL brand for existing and new audiences. Specific Responsibilities: Marketing and Communications Develops and implements an overall marketing and communications strategy for the MSL program Writes and publishes content Connects with the MSL team to identify potential storylines, events, and news, and oversees editorial/content calendar, tracking stories in progress With a focus on SEO, manages the MSL webpages (part of the Northwestern Pritzker School of Law website) and the MSL 360 blog Leads both paid and organic social media (Facebook, Twitter, LinkedIn) strategy, content development, engagement, campaigns, and advertising; works closely with MSL’s digital marketing vendor Creates email campaigns tailored to key stakeholders Oversees work of contracted marketing vendors Leads project management on collaborative work with colleagues and designers Contributes to internal communications of the MSL program Outreach and Recruitment Assists in the creation and execution of an admissions outreach strategy, in conjunction with other members of the MSL team Assists with external outreach efforts, with the goal of creating partnerships and relationships that will benefit the MSL program Partners with colleagues on the Law School’s Marketing and Strategic Communications team and other professionals at Northwestern University to learn best practices and adopt new techniques and technologies Conducts research and benchmarking to enhance knowledge of best practices and aid with competitive analysis Explores and proposes outreach opportunities Data and Analytics Uses sophisticated data gathering and analysis to assess the success of marketing and communications tactics and to adapt tactics to improve performance Leverages data and CRM system to track success of outreach efforts to prospective students and recommends new outreach methods to better reach relevant audiences Provides data analytics expertise (data collection and visualization) to inform and develop insights that lead to data-centric marketing strategies Possesses and deploys a deep understanding of analytical tools for ad tracking, websites, and app statistics (e.g., Google Analytics, Adobe Analytics) to assess all MSL marketing and recruitment efforts Stays abreast of communication insights and trends, and discovers creative ways to capitalize on these Develops meaningful metrics that allow the MSL to calculate return-on-investment, and provides data-driven recommendations for continued improvement and best practices Minimum Qualifications: 3-5 years of experience in marketing and communications Bachelor’s degree or the equivalent combination of education, experience, and training Minimum Competencies: Excellent writing and communication skills Strong project management skills and keen attention to detail Ability to collaborate with and contribute to a team Ability to work independently Positive attitude Strong organizational and time management skills Demonstrated knowledge of content strategy and management Experience with evaluating digital media, social media, SEO, and paid search to build brand awareness and recognition Proficient in current technology, including email formats and tracking, landing page creation and use, search engine optimization, pay-per-click, paid social media, content marketing, and other digital marketing options Experience and expertise with LinkedIn Preferred Qualifications: Experience in higher education marketing and communications 5+ years of experience in marketing and communications Bachelor’s or master’s degree focused on marketing, communications, writing, journalism, or a related field Preferred Competencies: Experience using content management system (e.g., Cascade) including basic HTML writing and editing WordPress website management Social media campaign management experience Experience with Google Ads Partnership, contractor, and/or vendor management experience CRM experience (e.g., Salesforce and Slate) Knowledge of higher education marketing especially as it relates to student recruitment

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