Minerva University

Organization Overview

Minerva University, ranked #1 Most Innovative University by WURI in 2022 and 2023, strives to develop problem-solvers, entrepreneurs, and wise leaders from around the globe; and weave them together as one community to address the greatest challenges facing humanity.

My role: Global Marketing Coordinator
Key Responsibilities: Email Marketing, Content Strategy, Events Management, Cross-Team Strategy, Project Management, Team Management

Goals

Minerva University aimed to increase its undergraduate enrollment while distinguishing itself from traditional programs. To attain these objectives, the institution sought to enhance its online presence and broaden its email and event engagement strategies to influence various stages of the recruitment process.

My Impact

Spearheaded the design and execution of comprehensive multichannel marketing campaigns, both organic and paid, which led to the largest incoming class in the history of Minerva University. Additionally, significantly increased social media presence by launching a dedicated TikTok account for the university and augmenting posting frequency across various platforms.

Brand Positioning and Enrollment Impact

Increased enrollment by 80% in 1 year by cross-team efforts to drive brand awareness and applicant engagement throughout multiple stages of the marketing funnel.

Managed application process resulting in Minerva University's #1 ranking as the Most Innovative University by World University Rankings for Innovation (WURI) for two consecutive years.

Elevated email open rates by 12% and event attendance by 300% by improving segmentation, revamping automated drips, and conducting A/B testing

Devised and executed multi-channel social media strategy, leading to 400% increase in post frequency and 20% expansion of follower base across Instagram, Facebook, TikTok, LinkedIn, Twitter, and YouTube.

Developed 10 new social media series and 20 blog posts by managing a team of 3 Marketing interns across 3 countries.

Spearheaded development of three-phase advertising strategy, elevating brand recognition with over 10 million impressions and fostering 50% surge in initiated applications.

Led initiatives to create and update more than 10 resources and processes, empowering partner teams to attract a larger pool of applicants and represent the brand accurately in external contexts.