Senior Director of Marketing

Job Classification Description

POSITION TITLE: SENIOR DIRECTOR OF MARKETING 

BARGAINING UNIT STATUS      NBU                                                   GRADE #16

BASIC FUNCTION

Reporting to the AVP of Communications, Alumni and External Affairs and in collaboration with VTSU’s Executive Leadership Team, the Senior Director of Marketing will lead the development and coordinate the implementation of VTSU’s integrated marketing strategy in alignment with VTSU’s short and long-term strategic priorities and enrollment.  This role requires a dynamic, innovative and collaborative leader with a proven track record of providing visionary and operational leadership in the development and execution of integrated higher education marketing strategies and initiatives that are contemporary, relevant, on-message, and serve to enhance the university’s brand. The Sr. Director will promote the use of best practices and communications tools and services to help colleagues across the university attract prospective students, and effectively engage alumni, donors, and other community and statewide partners.  

ESSENTIAL DUTIES & RESPONSIBILITIES

• Working collaboratively with Communications, Admissions, Institutional Advancement and other divisions to design and implement a strategic and data-driven integrated marketing plan designed to achieve VTSU’s broad marketing goals to rebuild market share, grow brand awareness, increase student enrollment, and enhance alumni, donor, and community engagement.   

• Identify and lead initiatives to address university-wide marketing needs, opportunities and challenges, utilizing highly collaborative, innovative, and data-driven marketing practices.   

• Lead the design and implementation of processes for forecasting, tracking, and managing integrated marketing campaigns and driving new enrollment. 

• Oversee strategic direction of all digital and offline channels including web, digital and traditional paid media, and social media, and ensuring brand alignment in visual, voice, tone, and style. 

• Establish key performance indicators (KPIs) and develop clear, transparent data management systems to collect and leverage and insights to inform decision-making, measure campaign performance against key goals, and identify areas for improvement and optimization.  

• Conduct market research to identify trends, opportunities, and competitive positioning; evaluate and select marketing tools and technologies to optimize efficiency and effectiveness, and stay up-to-date on industry trends, best practice approaches, and emerging marketing technologies.  

• Lead, support, and inspire a team of skilled and experienced fundraising professionals. 

• Build and maintain strong collaborative relationships across VTSU students, faculty, and staff and contribute to the development of the University's overall communications strategy and help foster a culture of creative collaboration, knowledge sharing, and transparency. 

• Build and maintain strong relationships with marketing vendors and partners. Ensure that vendor performance aligns with the University's goals and objectives. Negotiate contracts and manage budgets effectively.  

• Manage the marketing budget, ensuring efficient allocation of resources in collaboration with supervisor.   

• Represent the marketing and communications department at key meetings and events.  

• Enforce university policies and procedures for communication, specifically around brand identity, and develop solutions for emergent marketing needs that conform to brand guidelines. 

• Perform other assigned duties appropriate for the position of Sr. Director. 

SUPERVISION RECEIVED

Direct supervision received from AVP of Communications Alumni and External Affairs.

SUPERVISORY RESPONSIBILITY 

Direct supervision of a team of 4-6 staff.

MINIMUM QUALIFICATIONS

• Bachelor's degree or minimum of 7 years in marketing, advertising, or related field with demonstrated success cultivating and growing consumer audiences. 

PREFERRED QUALIFICATIONS

• 2-5 years of experience in higher education marketing, enrollment marketing, admissions, etc. 

• Master's degree in marketing, advertising, or a related field.  
• Experience with media relations.   

KNOWLEDGE, SKILLS, & ABILITIES

Knowledge: 

• Experience developing and implementing strategic communications/marketing plans with demonstrated enrollment growth outcomes.
• Demonstrated experience developing and implementing successful digital and traditional marketing strategies across a wide variety of paid and owned channels.
• Experience in leveraging new technologies to maximize consumer engagement.
• Strong track record of understanding and anticipating market trends with working knowledge of cutting-edge marketing and web technologies as well as creative and project management tools.
• Proven commitment to diversity and success in working with diverse constituencies (preferable both domestic and international) to support an equitable and inclusive university environment.
• Understanding and appreciation of and commitment to the issues, needs, and values associated with enrollment at a large public research institution. 

Skills:

• Exceptional written and oral communication skills and experience writing for multiple mediums. 
• Familiarity with and marketing tools 
• Strong computer skills specifically demonstrated experience with online tools, AI, Microsoft Office Suite (Word, Excel, Access, and Outlook) Adobe suite. 
• Excellent problem-solving skills that require the ability to identify problems, gather data, establish facts, and present valid conclusions in response to problems. 

Abilities:

• Demonstrated ability to oversee the management of multiple complex projects and deliver them on-time and on-budget.  
• Proven ability to lead and manage a high-performing team of marketing and creative professionals. Strong supervision and mentoring skills. 
• Demonstrated ability to support a diverse community and promote diverse perspectives, cultures in an inclusive environment.
• Proven ability to work effectively in a dynamic environment and to effectively collaborate with a wide range of internal and external individuals, organizations, partners, vendors, and freelance contractors. 
• Ability to use independent and sound judgment in evaluating information and the ability to communicate effectively with personnel from VTSU departments, units, colleges, universities, and system offices. 
• Demonstrated ability to build strong, solution-oriented, collaborative internal and external relationships. 
• Ability to establish measurable goals and objectives for themselves and others that contribute to organizational and departmental success. 
• Discretion and ability to maintain confidentiality are imperative. 

Location: Location: Position will require periodic travel to all Vermont State University’s campuses. Preferred Vermont-based candidates, but open to remote applicants.

This general outline illustrates the type of work which characterizes the job classification. It is not an all-encompassing statement of the specific duties, responsibilities and qualifications of individual positions assigned to the classification.

We encourage applicants with a demonstrated interest in building and supporting an inclusive, equitable, and diverse community at VSC.

Benefits Package

• Medical Insurance
• Dental Insurance 
• Vision Insurance 
• Retirement Plan
• Tuition Waiver to Vermont State Colleges
• Tuition Waiver to UVM* for dependent children
• Employee Assistance Program 
• Long Term Disability 
• 14 Paid Holidays
• Medical, Personal, and Vacation Leave    

Vermont State University is a part of the Vermont State Colleges System (VSCS). VSCS values individual differences that can be engaged in the service of learning.  Diverse experiences from people of varied backgrounds inform and enrich our community.  VSCS strongly encourages applications from historically marginalized and underrepresented populations.  VSCS is an equal opportunity employer, in compliance with ADA requirements, and will make reasonable accommodations for the known disability of an otherwise qualified applicant.  Please contact our HR office for assistance with accommodations at humanresources@vermontstate.edu.    

NOTE: This job is subject to a criminal background check. Any offer of employment may be contingent upon the satisfactory results of this check.