It is expected that all of the duties and responsibilities of this position will be performed in a manner that reflects the core values of Thomas More University which include: sense of responsibility toward your fellow human beings, respect for life, adherence to social work ethics, respect for diversity, professionalism, and compassion.
The AVP for Marketing & Communication will lead and manage the University’s marketing and branding strategies to enhance the regional and national reach and reputation of the University, strategically grow and diversify enrollment leads, and promote the transformational impact of the private, Catholic, values-based education Thomas More University provides.
Effective storytelling. Demonstrated experience managing and enhancing marketing and branding in private higher education. Commitment to thoughtful, servant leadership of a cross-functional team. Highly collaborative across divisions within the campus’ internal and external communities and stakeholders. Understanding of enrollment management processes, digital marketing strategies, and industry best practices.
Principle Duties & Responsibilities
The AVP for Marketing & Communication will lead and manage a newly centralized marketing and communication division responsible for developing and executing the University’s external marketing and communication goals. The Scope of Responsibilities within the division include:
Website(s) design and content, multimedia productions, advertising, graphic design and production services, social media, public and media relations, branding, advertising, and enrollment lead-generating marketing.
The AVP will work closely with University Admissions to develop and implement marketing and communication efforts to support the University’s strategic enrollment management goals via digital marketing, advertising buys, direct marketing, copywriting, and support targeted lead generation for traditional, non-traditional, and graduate enrollment.
The AVP will regularly collaborate with academic leadership and department chairs to develop marketing content to highlight academic programs, faculty and the University’s brand as a premier Catholic, Liberal Arts institution.
Under the leadership the AVP, the Marketing & Communication division will support the needs of the Department of Institutional Advancement to secure the necessary philanthropic support and achieve capital campaign and strategic plan goals, including the support of:
Production of Moreover (alumni magazine) bi-annually, an annual President’s Report, regular collateral design focused on stewardship, alumni and donor engagement, annual appeals, and event promotional materials.
The AVP will be responsible for:
Oversight, direction, and development of crucial functions of marketing. Providing visionary leadership in developing and implementing strategic marketing initiatives that achieve enrollment, fundraising, and other revenue goals.
Integration of all University communication vehicles and strategies (social media, print, online, media relations, content marketing) to ensure accurate, timely, and consistent information across the University’s spectrum of communications.
Support of the achievement of key strategic goals while generating gainful media coverage.
Providing direction on the creation and implementation of annual and specific advertising campaigns, including media buying, placement, and measurement.
Establishing clear and measurable benchmarks and key performance indicators (KPIs) as well as effective structures for reporting progress, performance, and predictive modeling.
Overseeing the University’s marketing budget, collaborating with internal stakeholders regularly regarding the allocation, tracking, and shifting of resources to maximize return on investment (ROI).
Leading the customer relationship management (CRM) strategy to move inquiries through rich and diverse content plans and engagement activities (scoring, email, A/B testing, landing pages, new features).
Maintaining an understanding of current and developing trends, emerging technologies, industry best practices, and shifting regional and national demographics.
Regularly assess all external marketing and communication for compliance within multiple contexts: NCAA Division II, accrediting agencies, federal compliances, ADA/Accessibility…etc. and oversee improvements and changes as necessary.
Consistently and effectively communicating the value proposition of Thomas More University and the benefits of private, faith-based higher education across all constituencies.
Performing other duties as assigned.
Education, Specialized and/or Technical Knowledge Requirements
Bachelor’s degree required. Preferred candidates will hold a Master’s degree in marketing or related field from an accredited university, and 5 or more years’ related experience and/or training; or equivalent combination of education and experience in higher education. Private higher education experience preferred.
Technical experience using Customer Relationship Management (CRM) systems.
Working knowledge of HTML, CSS, and Adobe Creative Suite.
Exemplary written and oral communication skills.
Travel
§ Minimal – less than 15% of the time
Physical & Mental Demands
§ Frequently required to sit at a desk/workstation for long period of time
§ Ability to work at a computer terminal for extended periods of time
§ Digital dexterity and hand/eye coordination in operation of office equipment
§ Light lifting and carrying of supplies, files, etc.
§ Ability to speak to and hear employees/clients via phone or in person
§ Body motor skills sufficient to enable incumbent to move around the office environment
§ Ability to analyze data and other reports and make recommendations
§ Mental requirements include: compare, decide, direct, problem solve, analyze, instruct, interpret
