Director, Brand Strategy & Licensing

About the role

The Director, Brand Strategy & Licensing will occupy a pivotal role that transcends conventional brand management, encompassing the dynamic convergence of strategic brand development and meticulous trademark and licensing oversight. The strategist will be dedicated to spearheading the management evolution of Fordham’s master brand, serving as the visionary architect shaping the institution’s narrative, resonance, and brand identity. Collaborating with cross-functional teams, the director will craft and implement comprehensive brand strategies that not only align with Fordham’s mission and values, but also reflect the institution’s unique positioning in the competitive higher education landscape.

Responsibilities

• Develops and implements comprehensive brand strategies that resonate with diverse audiences and align with Fordham University’s mission, values and institutional priorities.
• Collaborates with internal stakeholders across the enterprise to ensure consistent brand messaging and identity across all marketing and communication channels, including leading Fordham’s Community of Practice and executing annual Brand Camps.
• Accountable for leading the development, execution and optimization of brand awareness campaigns, activations and experiential engagements in collaboration with UMC colleagues.
• Collaborates with strategists, marketing performance analysts and agency partners to conduct market research and analyze competitive landscapes to continuously sharpen brand strategies to distinguish Fordham in the marketplace.
• Led the evolution of the Fordham master brand, adapting to changing market trends and ensuring relevance in the higher education landscape.
• Provides strategic guidance on brand architecture and brand portfolio management, while being accountable for maintaining Fordham’s brand guidelines supporting Fordham’s parent and sub-brands.
• Manages all aspects of Fordham’s trademark and licensing program, including the approval process for the use of the University’s trademarks with close collaboration with legal counsel to ensure compliance with trademark laws and regulations.
• Develops and enforces trademark usage guidelines to protect the integrity and consistency of Fordham’s brand assets.
• Accountable for Fordham’s partnership with CLC, negotiating licensing opportunities and partnerships to generate revenue and expand Fordham’s brand presence, and tracking and reporting of licensing royalties.
• Collaborates closely with athletics and other entities across the University to innovate on merchandise and licensing opportunities that deliver upon customer demand while creating additional revenue opportunities for the University.
• Establishes an annual marketing and promotion strategy to drive merchandise sales in line with key drive times, collaborating with stakeholders to establish, deploy and optimize.

Qualifications

• Bachelor’s degree in marketing, communications, brand management, or a related field.
• Minimum of five years of experience in brand strategy or brand management.
• Proven track record developing and implementing successful brand strategies and campaigns that have shown measurable impact on brand health.
• Excellent project management and time management skills with ability to manage multiple priorities at a time in a matrixed environment.
• Strong understanding of trademark and licensing principles.
• Comfortable working in a fast-paced, rapidly changing environment.
• Excellent communication skills, both written and verbal.

Preferred Qualifications

• Master’s degree in marketing, communications, or a related field.
• Experience in development, implementing and/or supporting brand health measurement.
• Two years’ experience working in trademark, licensing, retail marketing or merchandising.
• Demonstrated success in crisis communication management on social media platforms.