Associate Director, Integrated Marketing

About the role

The Associate Director, Integrated Marketing leads impactful marketing strategies that elevate innovative health professions education programs within the Duke University School of Medicine. Reporting to the Senior Director of Communications in the Office of Strategic Communications (OSC), this position primarily serves the Doctor of Physical Therapy and Occupational Therapy Doctorate health professions education programs.

Responsibilities

• Serve as a strategic marketing advisor to School of Medicine leaders, including Vice Dean for Communications and Advancement, Assistant Dean for Digital and Brand Communications, Vice Dean for Medical and Health Professions Education, division chiefs for DPT and OTD, department chairs, and chief administrative officers.
• Advise leaders on marketing strategy, performance, insights, and opportunities.
• Lead and coordinate a marketing and communications strategy for Doctor of Physical Therapy (DPT) and Occupational Therapy Doctorate (OTD) health professions education programs to strengthen admissions and recruitment.
• Increase internal visibility and engagement in the School of Medicine.
• Elevate the programs' reputation with external audiences such as peer institutions, alumni, and potential donors.
• Define education program marketing and communications strategy objectives, scope, timelines, KPIs, and resource needs.
• Align marketing and communications tactics with strategies and goals.
• Evaluate marketing and communications performance, interpret metrics, and optimize strategies to maximize ROI.
• Provide regular, actionable reporting to relevant stakeholders.
• Plan and execute a website content strategy for recruitment and reputation enhancement.
• Oversee processes to ensure content compliance, security, brand alignment, accessibility standards, and overall communications and web content best practices.
• Plan and execute a social media content strategy for DPT and OTD programs, aligning with recruitment and engagement goals.
• Oversee faculty, staff, and students who post to social media accounts to ensure content compliance, security, brand alignment, accessibility standards, and overall communications and social media best practices.
• Determine and advise on the feasibility and ROI for paid vs. organic social media campaigns.
• Lead the development of the visual identity for strategic, high-impact print collateral to support recruitment efforts (including handouts such as rack cards or displays for recruitment events).
• Direct the design and brand alignment of such pieces.
• Manage select creative vendor relationships, such as graphic design, program merchandise, photography and videography.
• Oversee relevant external contracts, budgets, and freelance engagement, as assigned.
• Maintain working relationships with Trademark Licensing, Procurement, and other key partners to ensure consistency and alignment with university standards.
• Serve as OSC project lead for all marketing initiatives, working strategically with staff in the OSC who work on marketing campaigns, including staff in social media, web administration, and graphic design, to foster collaboration, innovation, and excellence, and enhance quality across all medical and health professions education programs.
• Plan and execute an internal communications strategy, in coordination with relevant stakeholders, to drive engagement in the OTD and DPT programs.
• Coordinate closely with OTD and DPT staff and graduate assistants assigned as communications liaisons to OSC to determine scope, resources, responsibilities, and accountability.
• Collaborate with Duke University and DUHS Marketing and Communications partners to adapt, align, and amplify institutional messaging for School of Medicine audiences; identify optimal channels and pathways for priority segments.
• Identify opportunities to scale DPT and OTD recruitment marketing campaigns across other School of Medicine medical and health professions education programs as appropriate, in coordination with the Vice Dean for Medical and Health Professions Education and program directors in health professions education programs.
• Collaborate with Duke University and DUHS Marketing and Communications partners to adapt, align, and amplify institutional messaging for School of Medicine audiences; identify optimal channels and pathways for priority segments.
• Identify opportunities to align education program marketing campaign efforts with those underway for Duke University.
• Continuously evaluate emerging marketing technologies, trends, and best practices to enhance effectiveness and maintain a forward-looking strategy.

Qualifications

• Work requires communications, analytical and organizational skills generally acquired through completion of a bachelor's degree program.
• Minimum of six (6) years of experience in public relations, marketing, sales and promotions, media, advertising or a related field.
• Strong communication and collaboration abilities.
• Strong understanding of digital and traditional marketing channels.
• Excellent project management and leadership skills.
• Ability to analyze data and translate insights into actionable strategies.