Position: Senior Director of Marketing and Brand Management
Department: Marketing and Communications
Reporting To: Vice President for Enrollment Management and Marketing
Date: May 2018
The Senior Director of Marketing and Brand Management will provide strategic leadership for creating and maintaining the brand and reputation of Carlow University. The Senior Director will be viewed as the institutional expert on initiatives directly impacting the University's brand, including internal and external advertising, media relations, digital and social media, Carlow's website, communications, market research, creative production, brand position pieces, and various ongoing and ad-hoc pieces and publications. The Senior Director will report to the Vice President for Enrollment Management and Marketing and will supervise a team of 6-7 members.
Responsibilities and Essential Functions
Leads the University's Marketing and Communications team, including oversight of the institution's Print Services office.
Manages relationships with vendors, freelancers, and designers to ensure they are meeting contractual obligations.
Promotes a collegial and collaborative environment, working closely with all University clients-staff, faculty, administration, students-in establishing strategic integrated marketing plans.
Manages department budget, including print and advertising.
Ensures brand integrity across campus by developing and enforcing a University style guide and brand standards for all print and digital marketing materials, including promotional items, apparel, etc.
Leads the advancement of Carlow's brand, ensuring consistent messaging in alignment with the University's mission and values.
Provides creative and editorial direction to creative services team, and establishes a quality assurance process for all materials.
Monitors and investigates new market trends in order to recommend strategy adjustments.
Establishes a comprehensive content calendar and communication plan for digital and print media to support institutional priorities.
Seeks out compelling stories of students, faculty, staff, and alumni for use in publications, social media, and other formats.
Writes and edits print and digital content for internal and external audiences.
Leads efforts to improve and expand the social media and online presence of Carlow University, with particular attention on CMS management, design, content, and navigation of the University's website.
Researches, plans, and coordinates advertising efforts across various media: internet, print, radio, outdoor.
Effectively serves as lead project manager for larger scale print and digital projects, including the Carlow Magazine (semi-annually), President's Report (annually), and President's Quarterly. Ensures that these projects are delivered on time and on budget.
In collaboration with Enrollment Management leadership, creates and executes a recruitment communications strategy and corresponding content and materials.
Oversees the development and production of marketing communications materials and content for all University initiatives, including advancement, alumni, president's office, and programmatic needs.
Establishes communication procedures and protocols for campus emergencies.
Represents the marketing department on University committees.
Serves on the Enrollment Management and Marketing Leadership Team and acts as an advisor to senior administrators as needed.
Demonstrates and reflects understanding of and commitment to the mission and core values of Carlow University and the Sisters of Mercy.
The intent of this list of primary duties is to provide a representative summary of the major duties and responsibilities of this job. Incumbents perform other related duties as assigned. Specific duties and responsibilities may vary based on departmental needs.
Qualifications and Experience
Bachelor's Degree required with preference in a discipline related to communications, public relations, journalism, marketing, business, or related field.
Minimum of seven (7) years of experience, with preference for experience in a higher education setting.
Prior supervisory experience preferred.
Outstanding written, verbal, presentation, editorial, and technical skills.
Ability to listen effectively to clients (e.g. faculty, staff, administration) and respond constructively to their requests and feedback.
Evidence of collaboration with other departments and stakeholders.
Superior leadership, prioritization, team building, and problem resolution skills.
Strong project management in directing projects through to completion.
Self-directed with strong analytical and organizational skills and attention to detail.
Flexibility under competing time requirements and changing deadlines.
Thorough understanding of all forms of marketing and communication media.
Experience in building brand image including developing sub brands.
Knowledge of trends in higher education is strongly desired.
Carlow University employees commit themselves to the highest standards of ethical conduct. They commit to act with integrity, treat others with respect and dignity, carefully steward the University's resources, avoid conflicts of interest or commitment, maintain confidentiality, and comply with legal and professional obligations.
Carlow University is an Equal Opportunity/Affirmative Action Employer. We strive for a campus that reflects our urban setting and is inclusive of underrepresented groups to enhance our University community.