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Executive Director, Marketing

4 weeks ago

Williamsburg, Virginia, United States InsideHigherEd Full time
Position Number:

FP405W

Position Title:

Executive Director, Marketing & Branding

Employment Category:

Full Time Professional

Location:

William & Mary

Department:

610000 University Advancement

Unit Mission Statement:

At William & Mary, we convene great hearts and minds to meet the most pressing needs of our time. As such, the university aspires to attract and retain exceptional students, faculty and staff who keep W&M at the forefront of teaching, learning and research. University Marketing emphasizes three core areas — enrollment, advancement and institutional reputation — to enhance William & Mary's standing as a top institution of higher learning in the U.S. and around the globe. Through its work to strengthen brand perception, student recruitment, alumni engagement and fundraising, University Marketing advances William & Mary's distinctive excellence, raises its profile worldwide and secures its financial foundation — creating meaningful connections and wide-ranging impact for all times coming.

Position Summary:

The Executive Director of Marketing & Branding is a strategic leader on the University Marketing team at William & Mary. University Marketing includes all William & Mary efforts to develop and execute marketing programs and campaigns that increase brand identity, perception and awareness across three core areas — enrollment, advancement, and institutional reputation. William & Mary's ability to flourish and advance as a preeminent university depends largely on the ability to drive competitive application and enrollment metrics, ensure long-term financial sustainability, and raise W&M's profile on a national and global scale.

The Executive Director of Marketing & Branding reports to the university's Chief Marketing Officer/Associate Vice President for University Marketing. They currently oversee three supervisors while leading a division of more than 15 staff responsible for the strategic planning, leadership and execution of the digital marketing, research and analytics, multimedia and creative teams' efforts to develop and sustain a comprehensive brand and marketing strategy for William & Mary. The data driven and collaborative Executive Director is actively involved in the leadership and management of the teams' content development and strategic planning. They are integrally involved in building marketing and brand initiatives in collaboration with key partners within University Marketing and across campus, including the offices of Admission, the Provost, University Advancement and University Communications.

The successful Executive Director of Marketing & Branding will be a proactive member of a talented and creative University Marketing team that includes responsibilities for Marketing & Branding, Strategic Events, Strategic Communications and Project Management. The successful Executive Director will demonstrate commitment to William & Mary's mission as well as a curious nature and interest in lifelong learning.

Conditions of Employment:
  • This may require additional hours beyond the typical work week to include evenings and weekends.
  • Must be flexible and have the ability to travel.
  • This position is based in Williamsburg and is eligible for a hybrid work schedule.
Essential Designation:

No

FLSA:

Exempt

Position Restricted?:

No, this is a continuing E&G funded position and not term-limited

Position Term:

12 month - Continuing

Position Months:

Faculty or Staff: 12 month

Required Qualifications:
  • Bachelor's degree in advertising, business, communications, marketing or a related field or comparable education, training, and/or experience.
  • Demonstrated ability to create opportunities for all team members as the leader of a team, with a commitment to engaging all people and perspectives collaboratively in all areas, including staffing and programming as well as experience developing talented team members as professionals.
  • Experience leading an integrated marketing team across a complex organization.
  • Demonstrated creativity, invention, imagination, originality, and talent in branding, digital marketing, strategic marketing, and brand messaging with the ability to foster creativity in others, build consensus among colleagues, and effectively present to university leadership and advisory and governing boards.
  • Expertise in a variety of integrated marketing and communication mediums with the ability to plan, manage, produce, and direct comprehensive strategies that incorporate print, digital, and video communication to lead brand and brand messaging.
  • Experience developing and deploying inbound marketing tactics.
  • Experience overseeing qualitative and quantitative market research and analysis and utilizing findings to inform marketing and brand strategies.
  • Strong project management skills with the ability to identify short- and long-range goals and contribute to effective and measurable outcomes.
  • Effective leadership skills with the ability to manage and directly supervise director-level staff and influence and collaborate with people and departments in a complex environment.
  • Efficiency, flexibility, and initiative in work style, especially while managing multiple, competing priorities under deadline constraints. Willingness and ability to adapt to changes and/or upgrades in office procedures and systems.
  • Strong interpersonal and communication skills, with the proven ability to foster strong relationships and work effectively with internal/external constituencies while exercising diplomacy and tact in all interactions.
Preferred Qualifications:
  • Master's Degree.
  • The ability to collaborate across campus to develop and implement effective integrated marketing and brand strategy.
  • An in-depth understanding of best practices in content development and delivery.
  • Experience with developing and implementing digital strategies such as A/B testing, segmentation, search engine optimization and marketing, organic and paid advertising, variable data, and curated content development.
  • Hands-on experience creating, executing and distributing content in today's digital landscape, including experience with digital marketing automation and analytics software (Salesforce Marketing Cloud, Adobe Marketing Cloud, Marketo, etc.), experience using marketing and communications analytics and analysis tools (Google Analytics, Google Tag Manager), statistical analysis or modeling techniques using Microsoft Office, Adobe Creative Suite, project management software, content management systems (CMS) such as Hannon Hill's Cascade, customer relationship management systems (CRM) such as Blackbaud and Slate (typically 10+ years).
  • Five years of experience leading a marketing team in higher education with expertise in enrollment, digital and/or brand marketing strategies with an integrated approach across the university.
  • Proven skills in developing brand platforms, journey maps, and audience segmentation strategies with the ability to create, interpret and implement content and marketing strategies for holistic, integrated marketing campaigns.
  • Expertise using design thinking principles and how to operationalize them.
  • Expertise or experience in media buying for ad placement, broadcast, online, etc.
Is the position remote work eligible?:

Hybrid (works remotely at least 1 day per week but not full-time)

Remote Work Disclaimer:

Remote work eligibility is not guaranteed and is subject to approval. Employee eligibility depends on the likelihood of the employee succeeding in a remote work arrangement and the supervisor's ability to manage remote workers. Departments and/or Human Resources may amend, alter, change, delete, or modify eligibility.

Advertised Pay Range:

Commensurate with experience

Advertised Pay Range Statement:

All hiring rates are commensurate with relevant experience up to the advertised amount considering internal alignment.

University Salary Range:

U18

Benefits Summary Statement:

William & Mary offers our employees a full array of benefits including retirement, health insurance with options for expanded dental and vision along with group and optional life insurance with coverage for spouse and children, flexible spending accounts, and an EAP (Employee Assistance Program).

Our employees enjoy additional university benefits such as educational assistance, professional development, wellness benefits, and a robust holiday schedule. All employees have access to fitness facilities on campus. Staff members also have access to the university libraries, and much more. To learn more, go to: https://www.wm.edu/offices/uhr/benefits/index.php?type=none

Job Open Date:

12/02/2024

Review Begin Date:

01/28/2025

Open Until Filled:

Yes

Special Application Instructions:

To arrange for a confidential conversation or to nominate someone for this position, please contact Laura Robinson (laura.robinson@nessearches.com) or Mary Napier (mary.napier@nessearches.com).

To apply, send 1) a resume, 2) a detailed letter of interest regarding your interest in the position of Executive Director of Marketing & Branding at William & Mary, and 3) contact information for five professional references by email to: wm@nessearches.com.

The search will remain open until the position is filled; for best consideration, submit materials by January 28, 2025. The expected start date will be in the spring of 2025. All applications and nominations will be considered confidential, and notice will be given before references are contacted.

Background Check Statement:

William & Mary is committed to providing a safe campus community. W&M conducts background investigations for applicants being considered for employment. Background investigations include reference checks, a criminal history record check, and when appropriate, a financial (credit) report or driving history check.

EEO Statement:

William & Mary values diversity and invites applications from underrepresented groups who will enrich the research, teaching and service missions of the university. The university is an Equal Opportunity/Affirmative Action employer and encourages applications from women, minorities, protected veterans, and individuals with disabilities.