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Creative Strategy Senior Manager for Offline Advertising
2 months ago
Office of Marketing Services
Regular, Exempt, Grade 3.1
Location: Hybrid (One Day a Week in Office)
The Creative Strategy Senior Manager for Offline Advertising will play a pivotal role in the strategic planning and execution of advertising initiatives aimed at enhancing brand visibility and generating qualified inquiries to boost enrollments. This position is responsible for ensuring that all offline advertising materials are aligned with brand standards, compelling, accurate, timely, and budget-conscious while adhering to compliance and identity guidelines. The individual will serve as the primary contact for offline advertising creative strategy and asset creation, reporting to the Director of Creative Strategy and collaborating with university stakeholders to optimize messaging performance and best practices across various channels.
Key Responsibilities:
- Oversee the creative development of offline advertising materials, including streaming and broadcast radio and television spots, print media, and outdoor advertising, as well as promotional efforts for university merchandise.
- Utilize data-driven insights to inform strategic messaging and design that aligns with industry standards and reflects current consumer behavior. Develop concise and effective creative briefs and job requests for advertising assets.
- Employ innovative thinking and initiative to evaluate creative performance metrics, providing recommendations for enhancements in messaging, design, or features to elevate content and campaign effectiveness.
- Offer strategic recommendations for creative enhancements and solutions to marketing challenges. Collaborate with leadership to conduct regular qualitative and quantitative advertising testing and research to ensure messaging and creative strategies resonate with target demographics.
- Efficiently manage projects through the Marketing Services team and external partners to maximize resource utilization responsibly.
- Act as a project leader, ensuring thorough project scoping, monitoring timelines and budgets to guarantee on-time and within-budget completion.
- Foster and maintain collaborative relationships with the university media-buying team, creative personnel, subject matter experts, and external agencies to ensure high-quality customer support and strategic execution.
- Supervise part-time staff as necessary.
- Generate and manage internal and external reports, reference materials, presentations, archives, and other administrative tasks as assigned.
- Perform additional job-related duties as required.
- Bachelor's degree in business, marketing, communications, advertising, or a related discipline.
- 5-7 years of experience in offline creative strategy.
- Familiarity with offline creative production, media placement, strategic marketing, and brand management.
- Exceptional organizational, communication, and interpersonal skills.
- Proficient in computer applications (MS Office, Outlook, Adobe Acrobat, etc.).
- Ability to work independently and demonstrate sound judgment.
- Strong communication skills with the ability to maintain productive working relationships with clients and external partners.
- Capacity to prioritize and manage multiple tasks concurrently.
- Meticulous attention to detail.
- Master's degree in business, marketing, communications, advertising, or a related field.
- Experience within an advertising agency or marketing firm.
- Experience in a higher education setting.
UMGC is dedicated to safeguarding the health of its faculty, staff, students, contractors, and guests. All prospective faculty and staff are strongly encouraged to be fully vaccinated and current with recommended boosters. Operations at military locations will follow guidance from the U.S. Department of Defense and local commands.
