Rutgers, The State University of New Jersey, seeks a dynamic and visionary leader to serve as its next Senior Vice President for University Communications and Marketing (SVP UCM). This is a pivotal moment for Rutgers, as new presidential leadership, strong momentum, and ambitious aspirations position the university to elevate its national standing and expand its impact.
Rutgers is one of the nation’s most distinctive public research universities, combining the strengths of an AAU institution, a land-grant university, and a comprehensive academic health system, with campuses in New Brunswick, Newark, and Camden. As a leader in research, innovation, and public service, Rutgers stands at the forefront of higher education. The Rutgers Edge is defined by a relentless drive to push boundaries, solve real-world problems, and empower communities through knowledge and discovery. While its scale, academic excellence, and research enterprise position it among the nation’s leading institutions, its story is not yet fully articulated or consistently conveyed. The SVP UCM will play a critical role in shaping and amplifying that narrative in ways that resonate across local, national, and global audiences and strengthen the university’s overall reputation and impact.
The SVP UCM will serve as Rutgers’ chief brand strategist and reputation architect, responsible for developing and executing a unified communications and marketing strategy across a highly decentralized university. Working closely with the president, cabinet, chancellors, and leaders across enrollment, advancement, research, and athletics, this individual will bring an enterprise-wide perspective to align messaging, elevate visibility, and strengthen institutional identity. In doing so, the SVP UCM will lead the evolution of a cohesive Rutgers identity while fostering alignment across campuses and honoring their distinct strengths and markets.
This role presents a rare opportunity to modernize and integrate communications at scale. The next SVP UCM will build a high-performing, coordinated communications ecosystem; advance the university’s digital and media presence; and leverage data, technology, and emerging platforms to sharpen strategy and measure impact. Equally important, the SVP UCM will strengthen internal communications and cultivate a deeper sense of pride and connection among Rutgers’ more than 600,000 alumni and its broader community, transforming awareness into affinity and engagement.
Operating in a highly visible and complex public environment, the SVP UCM will also lead proactive, sophisticated crisis communications and serve as a strategic advisor on issues related to brand strategy, reputation, constituent engagement, and public trust. This work takes place within a dynamic context shaped by faculty governance, political engagement, media scrutiny, and the realities of a large, unionized public institution.
The successful candidate will bring a combination of strategic vision, operational excellence, and personal leadership qualities suited to this scale and complexity. They will be an exceptional communicator and storyteller, capable of framing a compelling narrative for Rutgers and translating it across audiences. They will demonstrate strong political and organizational acumen, experience navigating complex stakeholder environments, and the ability to build trust and foster collaboration across a decentralized system. They will be data-informed, digitally fluent, and experienced in managing reputation in complex, fast-paced, and high-stakes settings.
Above all, Rutgers seeks a leader who combines confidence with humility, decisiveness with diplomacy, and boldness with discipline, who can lead through complexity, interrogate the status quo, and execute at a high level. This individual will embrace Rutgers’ public mission, understand its unique culture and context, and bring the energy, creativity, and resolve required to position the university for its next chapter of national prominence and impact.
To submit a nomination or express personal interest in this position, please see Procedure for Candidacy at the end of this document.
Role of the Senior Vice President for University Communications and Marketing
The Senior Vice President for University Communications and Marketing (SVP UCM) serves as Rutgers’ chief reputation strategist and brand architect, responsible for shaping, advancing, and protecting the university’s identity as a leading public research institution. Reporting to the president and serving as a key member of the senior leadership team, the SVP UCM will bring an enterprise-wide perspective to communications, marketing, and engagement across Rutgers’ highly complex, multi-campus system.
This is a defining moment for Rutgers. With new leadership, upward national ambition, and strong institutional momentum, the SVP UCM will have the opportunity (and expectation) to build a modern, integrated communications and marketing function that operates at scale, aligns messaging across the university, and amplifies Rutgers’ impact locally, nationally, and globally.
The SVP UCM will lead a newly evolving model that brings together central communications, Rutgers–New Brunswick, and Rutgers Health through a hub-and-spoke structure, while strengthening coordination and alignment with Rutgers-Camden and Rutgers-Newark as part of a broader university-wide communications and marketing strategy. This leader will partner closely with chancellors, enrollment management, advancement, athletics, research, and academic leadership to ensure that Rutgers speaks with clarity, consistency, and purpose while honoring the distinctiveness of its campuses and constituencies.
The role demands a leader who can operate simultaneously as strategist, operator, advisor, and communicator – someone who can align decentralized teams, navigate a highly visible and politically complex environment, and translate institutional priorities into compelling narratives that resonate with diverse audiences. At its core, this is a reputation management and storytelling role: one that requires bold vision, diplomatic dexterity, and disciplined execution.
Opportunities and Expectations for Leadership
The following interrelated leadership opportunities should feature prominently in the new senior vice president’s first few years at Rutgers:
- Establish a Cohesive, Enterprise-Wide Brand Strategy
Rutgers presents a rare opportunity to unify a powerful but underleveraged brand. The SVP UCM will lead the development of a clear, compelling institutional narrative that defines what Rutgers stands for, differentiates it nationally, and aligns messaging across all Chancellor-Led Units, schools, and divisions. Success will be defined by moving from a decentralized, unit-driven approach to a coordinated, “One Rutgers” strategy, while ensuring that each campus retains its distinct voice and market position. The SVP UCM will clarify market boundaries, reduce internal competition, and create an integrated approach that optimizes reach, impact, and return on investment.
- Elevate National Reputation and Visibility
Rutgers has the scale, academic distinction, and research strength to rank among the nation’s top public universities, but its reputation has yet to fully reflect that reality. The SVP UCM will lead a comprehensive, institution-wide strategy that leverages assets such as its Big Ten affiliation, AAU membership, major urban campuses, and integrated academic health system. The goal is to ensure that external perception more accurately mirrors institutional excellence. This includes strengthening media relationships, expanding digital and social reach, and deploying data-informed campaigns that enhance visibility, shape narrative, and deepen influence across key audiences.
- Create a Culture of Coordination, Collaboration, and Trust
The SVP UCM will build a high-functioning communications ecosystem that fosters collaboration across a decentralized organization, bringing stakeholders together, aligning competing priorities, and creating a culture in which collaboration replaces fragmentation. This includes: ‒ Establishing clear roles, processes, and decision rights between central and campus-based teams ‒ Improving transparency and information sharing ‒ Streamlining approvals and reducing inefficiencies ‒ Building trust through consistent communication and engagement.
- Unify and Lead a High-Performing, Integrated Communications Organization
Rutgers is at an inflection point, bringing together two communications and marketing teams into a newly integrated enterprise function. The SVP UCM will have a distinctive opportunity to shape the structure, culture, and operating model of this combined organization—aligning talent, clarifying roles, and ensuring the division is positioned for maximum effectiveness and impact. This will require a thoughtful assessment of existing functions, capabilities, and redundancies (e.g., digital, social, and marketing operations), with a focus on creating a streamlined, cohesive structure that eliminates duplication and enables coordinated execution across the university. Success in this area will be defined not simply by organizational design, but by the SVP UCM’s ability to lead a highly capable, deeply experienced team through change—placing individuals in roles where they can have the greatest impact, fostering professional growth, and building a shared sense of purpose.
Key priorities include:
‒ Designing an integrated organizational model that optimizes enterprise capabilities while supporting the needs of Chancellor-led units, schools, and campuses.
‒ Evaluating the role of embedded communicators and defining the appropriate balance between centralized and distributed resources.
‒ Establishing consistent tools, platforms, and processes to reduce fragmentation and improve efficiency (e.g., shared CRM, marketing infrastructure, and analytics systems).
‒ Eliminating internal competition and redundancy in messaging, campaigns, and resource allocation.
‒ Leading thoughtful change management efforts that engage stakeholders, build buy-in, and sustain momentum over time This effort will require a leader who combines strong organizational design instincts with exceptional interpersonal acumen—someone who can operate as both an enterprise strategist and a trusted, credible leader to the team.
The SVP UCM must bring the judgment, authenticity, and political awareness to navigate a complex environment, unify diverse perspectives, and build a high-performing culture grounded in accountability, collaboration, and shared success.
- Strengthen Issues Management and Crisis Preparedness
Rutgers operates in a highly visible environment where emerging issues, reputational challenges, and stakeholder expectations require ongoing attention. The SVP UCM will design and lead a proactive, modern approach to issues management and crisis preparedness, ensuring the university is well-positioned to anticipate, assess, and respond to evolving challenges. This includes building strong internal protocols, monitoring emerging trends and risks, and positioning Rutgers to lead with clarity, credibility, and confidence in moments of heightened scrutiny.
- Leverage Data, Technology, and Modern Media
A key opportunity is to modernize Rutgers’ communications infrastructure and capabilities. The SVP UCM will advance the use of analytics, digital platforms, CRM systems, social media, and emerging technologies (including AI) to drive more targeted, effective engagement. The goal is to build a data-informed function that measures impact, refines strategy, and positions Rutgers competitively in an increasingly digital landscape.
- Strengthen Internal Engagement and Institutional Affinity
A critical and underdeveloped opportunity is to build a stronger emotional connection to Rutgers among students, faculty, staff, and its more than 600,000 alumni. Success will be measured not only by external visibility, but by internal alignment and institutional affinity.
The SVP UCM will lead efforts to:
‒ Reinforce shared identity and traditions.
‒ Increase alumni engagement and philanthropic participation.
‒ Create a sense of pride and belonging tied to the Rutgers brand.
- Serve as a Strategic Advisor in a Complex Environment
The SVP UCM will act as a trusted advisor to the president and senior leadership on communications, reputation, constituent engagement, and brand strategy. This includes navigating relationships with government leaders, trustees, donors, community stakeholders, and internal constituencies. Given Rutgers’ scale and public mission, the role requires strong political awareness and the ability to operate effectively in a fast-paced, high-stakes environment shaped by competing interests and public scrutiny.
