Vice President of Marketing Strategy

2 weeks ago

Fort Mitchell, United States Thomas More University Full time

Vice President of Marketing Strategy

Company: Thomas More University

An exceptional opportunity is available for a Vice President of Marketing Strategy at Thomas More University. Become a vital part of our innovative team and contribute to amplifying the regional and national visibility of our distinguished institution.

Overview:

Core Values:

As representatives of Thomas More University, it is anticipated that your efforts and contributions to our community will embody the mission, values, and integrity of the University. We are dedicated to being a student-centric institution and aim to cultivate an interconnected community of excellence. In doing so, we will nurture a sense of responsibility to others, act with respect, tolerance, and compassion, and care for the environment. Through this engagement, Thomas More University thrives as a dynamic institution that upholds the values of a Catholic Liberal Arts education, committed to the students we serve today, those we will serve in the future, and the communities our graduates will impact.

Primary Purpose:

The Vice President for Marketing Strategy will spearhead and oversee the University's marketing and branding initiatives to elevate the regional and national reach and reputation of the University, strategically enhance and diversify enrollment prospects, and advocate for the transformative influence of the private, Catholic, values-driven education that Thomas More University offers.

Key Competencies:

  • Proficient storytelling abilities.
  • Proven experience in managing and enhancing marketing and branding within private higher education.
  • Commitment to thoughtful, servant leadership of a collaborative team.
  • Strong collaboration across divisions within the campus and with external stakeholders.
  • Knowledge of enrollment management processes, digital marketing strategies, and industry best practices.

Main Responsibilities:

The Vice President for Marketing Strategy will lead and manage a newly centralized marketing and communication division responsible for developing and executing the University's external marketing and communication objectives.

Responsibilities within the division include:

Website design and content management, multimedia production, advertising, graphic design and production services, social media management, public and media relations, branding, advertising, and enrollment lead-generating marketing.

The Vice President will collaborate closely with University Admissions to devise and implement marketing and communication strategies that support the University's strategic enrollment management objectives through digital marketing, advertising initiatives, direct marketing, copywriting, and targeted lead generation for traditional, non-traditional, and graduate enrollment.

Regular collaboration with academic leadership and department heads will be essential to develop marketing content that showcases academic programs, faculty, and the University's brand as a premier Catholic, Liberal Arts institution.

Under the guidance of the Vice President, the Marketing & Communication division will assist the Department of Institutional Advancement in securing necessary philanthropic support and achieving capital campaign and strategic plan objectives, including:

  • Production of an alumni magazine bi-annually.
  • An annual President's Report.
  • Regular collateral design focused on stewardship, alumni and donor engagement, annual appeals, and promotional materials for events.

The Vice President will be accountable for:

  • Oversight, direction, and development of essential marketing functions.
  • Providing visionary leadership in crafting and executing strategic marketing initiatives that meet enrollment, fundraising, and other revenue objectives.
  • Integrating all University communication channels and strategies (social media, print, online, media relations, content marketing) to ensure accurate, timely, and consistent information across the University's communications spectrum.
  • Supporting the achievement of key strategic goals while generating valuable media coverage.
  • Directing the creation and implementation of annual and specific advertising campaigns, including media buying, placement, and evaluation.
  • Establishing clear and measurable benchmarks and key performance indicators (KPIs) along with effective structures for reporting progress, performance, and predictive modeling.
  • Overseeing the University's marketing budget, collaborating with internal stakeholders regarding resource allocation, tracking, and adjustments to maximize return on investment (ROI).
  • Leading the customer relationship management (CRM) strategy to guide inquiries through rich and diverse content plans and engagement activities (scoring, email, A/B testing, landing pages, new features).
  • Maintaining awareness of current and emerging trends, technologies, industry best practices, and shifting regional and national demographics.
  • Regularly assessing all external marketing and communication for compliance across multiple contexts and overseeing necessary improvements and changes.
  • Consistently communicating the value proposition of Thomas More University and the benefits of private, faith-based higher education to all stakeholders.
  • Performing additional duties as assigned.

Education and Experience Requirements:

  • Bachelor's degree required.
  • Preferred candidates will possess a Master's degree in marketing or a related field from an accredited institution, along with 5 or more years of relevant experience and/or training; or an equivalent combination of education and experience in higher education.
  • Experience in private higher education is preferred.
  • Technical proficiency with Customer Relationship Management (CRM) systems.
  • Working knowledge of HTML, CSS, and Adobe Creative Suite.
  • Exceptional written and verbal communication skills.

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