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Head of Marketing and Brand Strategy

2 months ago

Washington, United States The George Washington University Full time

Job Overview:

Position Summary:

The Office of Communications and Marketing at The George Washington University is a dynamic team dedicated to enhancing the institution's reputation and narrating its story through various channels, including digital platforms, publications, multimedia, and advertising efforts. This office is pivotal in formulating strategies and tactics to showcase the university's expertise, initiatives, and achievements.

The university is in search of a seasoned marketing strategist and proactive leader to take on the role of Associate Vice President (AVP) for Marketing.


The AVP for Marketing will spearhead a newly centralized marketing framework, crafting and overseeing a comprehensive strategy to promote GW's narrative and elevate its standing on local, national, and global stages. Acting as a strategic partner and advisor to university leadership, the incumbent will drive brand development and execute marketing plans that align with reputational, enrollment, and advancement objectives, as well as key administrative initiatives. This innovative leader will motivate and manage a team of over 25 skilled professionals responsible for delivering strategic services across the university, including creative design, marketing services, and advertising strategies across digital, social, and traditional media.


The ideal candidate will be a transformative leader with extensive experience in developing and executing brand strategies and impactful marketing campaigns within a large, complex organization, preferably in the higher education sector. The successful candidate will have a proven track record of leading cross-functional teams and managing diverse projects across multiple channels and target demographics. They will excel in envisioning and managing a sophisticated content operation with a focus on performance metrics.


Key Responsibilities:

  • Responsible for establishing and maintaining a cohesive brand and marketing strategy to enhance GW's visibility and reputation; accountable for envisioning and executing integrated marketing campaigns and initiatives.
  • Oversees university-wide marketing requirements for key stakeholders to effectively develop strategic marketing plans that support GW's brand and achieve both long-term and short-term objectives.
  • Acts as a strategic advisor to university leaders, collaborating with the Enrollment Office to drive campaigns and partnerships that support student enrollment.
  • Collaborates with the Office of Development and Alumni Relations to create and implement integrated marketing strategies that foster donor and alumni engagement.
  • Utilizes research, market analysis, and external insights to identify opportunities and influences on the GW brand, ensuring clarity and prominence through data-informed marketing strategies.
  • Leads and integrates design, web, marketing, and special project teams under a newly established structure to support reputational, enrollment, and engagement goals.
  • Oversees the assessment of marketing initiatives and campaigns using key performance indicators, regularly reporting to stakeholders and making data-driven recommendations to refine strategies.
  • This executive role encompasses leading a major function within the organization, with a broad scope that involves managing the unit's staff to strategically achieve university objectives.


Minimum Qualifications:

Qualified candidates will possess a Bachelor's degree in a relevant field along with 10 years of pertinent professional experience, with a Master's degree preferred. Relevant experience must include at least 4 years in senior leadership or executive roles. The degree must be conferred by the start date of the position.

Preferred Qualifications:

  • Over 10 years of progressive experience leading integrated marketing teams in complex environments, ideally within higher education.
  • Proven track record in developing sophisticated marketing strategies and executing successful multi-channel campaigns.
  • Innovative marketing leader with expertise in advanced digital marketing and brand management tools.
  • Demonstrates a positive leadership style, effectively inspiring and guiding diverse teams.
  • Exceptional writing, editing, and presentation skills to engage a wide range of university stakeholders.

Compensation:

Commensurate with experience.

Benefits:

The university offers a comprehensive benefits package, including medical, dental, vision, life and disability insurance, retirement savings, and various voluntary benefits.