Marketing Copywriter

ABOUT US

University of Massachusetts Global is a private, nonprofit affiliate of the University of Massachusetts, created to help working adults change their lives through flexible, high-quality education built for real life. Regionally accredited by the WASC Senior College and University Commission (WSCUC) and recognized by U.S. News & World Report among the Best Online Programs for 13 consecutive years (2013–2025), the university has a long track record of online innovation. Students across 49 states and internationally can upskill, reskill, and move forward without putting life on hold through technology-enabled, real-world learning.​ With 55+fully online, career-focused programs designed around the realities of work, family, and constant change, we remain ever-focused on developing future-ready learners who can thrive in a rapidly shifting world.

This position is open to candidates who currently reside in one of the following approved states from which the role may be performed remotely: Alabama, Arizona, Georgia, Idaho, Indiana, Minnesota, Nevada, New Hampshire, North Carolina, Pennsylvania, South Carolina, Tennessee, Texas, Virginia, Wisconsin.

Employees must be available for collaboration during core hours from 10am to 3pm (PST).

ABOUT THE ROLE

The Marketing Copywriter is responsible for developing and optimizing compelling, brand-aligned content that supports all aspects of marketing for UMass Global’s diverse educational programs. This role requires a strategic, data-driven approach to content creation, leveraging AI tools for efficiency and optimization, and maintaining the integrity of UMass Global’s distinctive, student-focused brand voice.

Brand Voice & Tone Guidance
UMass Global’s brand voice is authentic, optimistic, and student-focused. Copy should be clear, concise, and supportive, never condescending or overly formal. Speak directly to the realities of our learners’ lives: their ambition, their challenges, and their drive to advance their careers and support their families. Use language that is inclusive, empowering, and actionable. Headlines and CTAs should be direct and benefit-oriented, following AP Style and our internal brand guidelines.

TYPE OF SUPERVISION:

Receive direction from the Assistant Vice Chancellor, Marketing.

• Direction – indicates that the incumbent attains specific goals and objectives in a broad area of work. Only the final results of work done are typically reviewed. Incumbent typically develops procedures within the limits of established policy guidelines.

POSITION DUTIES AND RESPONSIBILITIES:  

ESSENTIAL FUNCTIONS: 

Content Creation and Optimization

• Write 1–4 blogs per month, plus news stories and press releases, ensuring all content is aligned with brand guidelines and resonates with our primary audience: busy, ambitious working adults seeking flexible, career-advancing education.
• Proactively audit and rewrite existing website copy to ensure it is AI-optimized (AIO) for SEO and user engagement, using data from Looker Studio or Google Analytics to identify underperforming pages and develop a prioritized, strategic content refresh plan.
• Integrate relevant keywords and phrases naturally into all digital content to maximize organic search performance and audience reach.
• Write and proof marketing collateral, email campaigns, and paid media copy, ensuring all materials are accurate, on-brand, and tailored to the intended audience.

Stakeholder Engagement

• Serve as the primary liaison with subject matter experts (SMEs) for every new program launch, ensuring deep understanding of program features, differentiators, and benefits. Maintain strong, collaborative relationships with faculty, designers, media team, partners, and marketing.

AI & Data-Driven Content Enhancement

• Confidently use generative AI tools to support content ideation, drafting, editing, and optimization, enhancing both speed and quality of output while maintaining a human touch in storytelling.

• Stay current on AI and content marketing trends, continuously exploring new tools and techniques to improve workflow and content impact.

Brand Voice & Editorial Standards

•  Ensure all copy reflects UMass Global’s brand voice: clear, authentic, student-centered, and empowering, speaking directly to the challenges and aspirations of working adults balancing education, work, and family.
• Uphold AP Style and internal editorial guidelines, maintaining high standards for accuracy, clarity, and consistency.

Knowledge Management

• Own and update the “sources of truth” document that houses all approved statistics and claims, proactively sourcing new data as old claims expire and ensuring all marketing materials cite current, accurate information. 
• Develop and maintain Key Selling Points (KSPs) by program, ensuring these are documented, regularly updated, and accessible to all stakeholders for consistent messaging—while proactively monitoring competitor offerings so that all KSPs and claims are articulated through the lens of UMass Global’s competitive advantages.

Project Management

• Manage multiple projects simultaneously, meeting deadlines in a fast-paced, collaborative environment. Identify opportunities to outsource copywriting work to freelancers during periods of high demand, ensuring quality and consistency.

• Other duties as assigned

POSITION SPECIFICATIONS AND REQUIREMENTS:

EDUCATION, EXPERIENCE, CERTIFICATION AND/OR LICENSES:

• Bachelor’s degree in Marketing, Business, Management, English, Communications, Journalism, Public Relations, Advertising or directly related field.
• 2 to 4 years’ experience in professional copywriting, content marketing or other relevant experience. Prior experience in higher education or student-centered organizations preferred.

ESSENTIAL KNOWLEDGE, SKILLS, AND ABILITIES:

• Exceptional writing, editing, and research skills, with a portfolio demonstrating versatility across digital, print, and media channels
• Proficiency with AI content tools and comfort with data analytics platforms
• Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar
• Knowledge of marketing principles, including market strategy, advertising, communications and public relations
• Meticulous attention to detail and commitment to brand standards
• Ability to focus and thrive in a highly dynamic and fast-paced work environment
• Ability to work independently and as part of a cross-functional team working with diverse stakeholders and subject matter experts
• Ability to analyze, organize and prioritize work while meeting multiple deadlines
• Ability to write in a range of styles capturing necessary tone and voice

Machines, Tools, Equipment, Electronic Devices and Software:  Personal computer and intermediate knowledge of Microsoft Office Suite, including word, excel, and outlook. AI tools such as ChatGTP, Perplexity.ai, Jasper, Copy.ai. Data analytics platforms such as Looker Studio, Google Analytics.

Contact with Students:  Occasional

Contact with Faculty and/or Staff:   Frequent

Contact with Community and Vendors: Occasional

The hiring salary range for this position is $62,00- $72,000 per year. Offers are determined by a variety of factors, including but not limited to: geographical location, knowledge, skills, years & depth of experience, and equity with internal team members.

BENEFITS AND PERKS

At the University of Massachusetts Global, we support your total well-being with flexible and meaningful benefits:

• Health: Medical, dental, and vision coverage with spending account options.
• Work-Life Balance: Remote options, flexible schedules, 1/2 day Fridays (biweekly), generous time off, including paid holidays and a paid winter break.
• Financial Security: Life, disability, accident, legal, identity protection, and student debt support.
• Retirement: 403(b) plan with a Roth option. 3% non-elective contribution and up to 6% match for a 9% total employer contribution!
• Education: Tuition discounts for employees and family and Tuition Exchange program with other universities. PSLF eligible employer.
• Wellness: Counseling services, Free Calm Health subscription and year-round wellness programs.

Equal Employment Opportunity – UMass Global is committed to providing an educational and work environment free of unlawful discrimination and harassment in any form. UMass Global prohibits all forms of discrimination and harassment on the basis of  age, race (including hairstyle/texture, protective hairstyles, braids, locks, and twists), color, religion (including religious observance, belief, practice dress and grooming practices), citizenship, pregnancy (including temporary physical or mental limitations related to, affected by, or arising out of pregnancy, childbirth, or any related medical conditions), sex, gender identity, gender expression, transgender status, national origin, ancestry, physical and/or mental disability, legally-protected medical condition, military (past, present or prospective) status, veteran status, marital status, sexual orientation, sexual and reproductive health, genetic information, or any other characteristic protected by local, State or Federal law.

Reasonable Accommodation – UMass Global provides reasonable accommodations to applicants with disabilities. If you need a reasonable accommodation for any part of the application and hiring process, please notify the recruitment department at recruiting@umassglobal.edu.