Job Function
FUNCTION:Develops and leads the College's comprehensive annual marketing strategy to advance institutional priorities, strengthen brand awareness,support enrollment and student success, and enhance community engagement. Designs integrated marketing strategies that increase knowledge,preference and utilization of the College while cultivating prospective students, supporting current students, and strengtheningrelationships with alumni and community partners. Serves as the College's brand steward by promoting consistent messaging while encouragingcreativity, innovation, collaboration and measurable marketing outcomes. Provides leadership for marketing, graphics, photography,videography, publications, student communications, website strategy, digital marketing, and social media.
JobResponsibilities
- Designs and implements integrated marketing strategies aligned with institutional goals, marketopportunities and available resources.
- Works collaboratively with academic and administrative leaders to develop annual marketingplans and strategic recruitment campaigns.
- Employs cost-effective, targeted and measurable marketing strategies utilizing digitalmedia, web, email, print, outdoor advertising, video, photography and emerging communication platforms.
- Provides strategicleadership for web, search, email and social media initiatives to strengthen engagement, awareness and institutionalreputation.
- Remains current on marketing trends, emerging technologies, analytics, artificial intelligence and best practices tocontinuously improve marketing effectiveness.
- Utilizes market segmentation, research and audience insights to maximize campaigneffectiveness and return on investment.
- Establishes measurable performance indicators and evaluates campaign results to guidecontinuous improvement and resource allocation.
- Ensures consistency in institutional messaging, visual identity and brand standardsacross all public-facing communications.
- Participates on cross-functional teams to strengthen student recruitment, retention,engagement and the overall student experience.
- Coordinates and evaluates institutional advertising and media placementstrategies.
- Provides leadership for market research and competitive analysis to identify opportunities, community needs and changingmarket conditions.
- Oversees the functional areas of marketing, graphics, photography, videography, publications, studentcommunications and online media coordination.
- Develops a collaborative, innovative and customer-focused culture while coaching,mentoring and developing staff.
- Monitors competitive activity and higher education best practices to inform marketingstrategies.
- Manages marketing budgets, contracts and relationships with external agencies and vendors.
- Oversees all aspectsof the College's public website, including design, content strategy, enhancements and governance.
- Implements project management andworkflow practices to effectively prioritize competing institutional marketing requests.
- Serves as the lead communicator for Collegeemergencies and closures while ensuring approved communication protocols are followed.
Education
Master's Degree required, MBA or related graduate degree preferred.
Experience and Qualifications
Sevenyears of progressively responsible professional marketing leadership experience required. Administrative or consulting experience withinhigher education, nonprofit or public sector organizations preferred.
Knowledge, Skills and Abilities
Working Hours and/or Working Conditions
SPECIAL CONDITIONS: Must be able to thrive in a changing environment;work collaboratively in a unionized setting; understand integrated marketing principles; demonstrate exceptional leadership, communication,project management and organizational skills; balance strategic, analytical, creative and operational perspectives; manage multiplepriorities and budgets; and effectively utilize quantitative and qualitative data to achieve marketing results.
Supervision
SUPERVISION RECEIVED: Reports to the Vice President for College Advancement and CommunityRelations.
SUPERVISION GIVEN: Supervises supervisory/technical, clerical, and part-time and contract personnel as assigned.
