Director of Marketing

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 strengthening relationships with alumni and community partners. Serves as the College's brand steward by promoting consistent messaging while encouraging creativity, innovation, collaboration and measurable marketing outcomes. Provides leadership for marketing, graphics, photography, videography, publications, student communications, website strategy, digital marketing, and social media. Designs and implements integrated marketing strategies aligned with institutional goals, market opportunities and available resources. Works collaboratively with academic and administrative leaders to develop annual marketing plans and strategic recruitment campaigns. Employs cost-effective, targeted and measurable marketing strategies utilizing digital media, web, email, print, outdoor advertising, video, photography and emerging communication platforms. Provides strategic leadership for web, search, email and social media initiatives to strengthen engagement, awareness and institutional reputation. Remains current on marketing trends, emerging technologies, analytics, artificial intelligence and best practices to continuously improve marketing effectiveness. Utilizes market segmentation, research and audience insights to maximize campaign effectiveness and return on investment. Establishes measurable performance indicators and evaluates campaign results to guide continuous improvement and resource allocation. Ensures consistency in institutional messaging, visual identity and brand standards across 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 placement strategies. Provides leadership for market research and competitive analysis to identify opportunities, community needs and changing market conditions. Oversees the functional areas of marketing, graphics, photography, videography, publications, student communications 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 marketing strategies. Manages marketing budgets, contracts and relationships with external agencies and vendors. Oversees all aspects of the College's public website, including design, content strategy, enhancements and governance. Implements project management and workflow practices to effectively prioritize competing institutional marketing requests. Serves as the lead communicator for College emergencies and closures while ensuring approved communication protocols are followed. Bachelor's Degree required, MBA or related graduate degree preferred. Seven years of progressively responsible professional marketing leadership experience required. Administrative or consulting experience within higher education, nonprofit or public sector organizations preferred. #J-18808-Ljbffr