Director, Marketing Strategy

Primary Purpose of the Organizational Unit

University Advancement Elevates UNCG’s Reputation, Advances Institutional Strategy, And Fosters Community Pride Through Integrated Communications Aligned With Its Public Mission As a Student-centered Research University. The Department Develops And Executes Strategic Communications And Marketing Initiatives That Enhance Visibility, Engage Key Audiences, And Convey The University’s Distinctive Value. Working Across Schools, Colleges, And Administrative Units, University Communications Manages Media Relations, Marketing Campaigns, Content Strategy, Branding, Digital Engagement, Sponsorships, And Crisis Communications.

Position Summary

The Director of Marketing Strategy is a senior strategic leader and subject matter expert within the University Communications’ Brand Marketing team, overseeing an integrated marketing strategy vertical that supports the goals of institutional brand awareness and enrollment priorities. Reporting to the Executive Director of Brand Marketing, this position leads the development, coordination, and evaluation of marketing strategies across paid and owned channels, ensuring that the university’s marketing investments are data-informed, audience-centered, brand-consistent, and aligned with institutional goals. The Director provides strategic oversight for integrated marketing planning and execution across paid advertising, web content management, SEO and GEO, and organic and paid social media. This position guides campaign strategy, ad planning and execution, audience segmentation, channel coordination, performance measurement, and ongoing optimization. The Director leads a team of marketing professionals, establishing clear priorities, shared standards, and integrated workflows that support effective execution across the full marketing enterprise.

Responsibilities

• Integrated Marketing Strategy & Planning (25%):
  • Work with the Executive Director of Brand Marketing to plan and carry out University-wide brand and enrollment marketing campaigns across advertising, web content, SEO/GEO, and organic and paid social media verticals.
  • Set direction for comprehensive web content and social media strategies that support University brand, enrollment, and engagement goals.
  • Turn brand priorities, enrollment goals, audience information, and campaign goals into clear marketing plans with timelines, roles, budgets, and expected results.
  • Manage annual and campaign planning calendars so work is organized, properly staffed, and coordinated across advertising, web content, and social media.
  • Make sure work output from the team meets the University’s visual and messaging standards and elevates the UNCG brand.
• Advisory Leadership & Consulting (20%):
  • Serve as the main expert for advertising, web, and social media verticals, advising colleagues across University Communications, including the Director of Media Relations, the Director of Communications, and the Director of Campus Partnerships.
  • Work with Campus Partnerships team to help partners across campus think through projects that involve paid media, web content, search visibility, social media, or related marketing channels.
  • Give practical guidance on the right channels, audiences, content approach, platforms, and ways to measure success.
  • Stay current on higher education marketing, digital advertising, search, GEO, social media, web content, analytics, and new tools so the University’s work stays effective.
• Budget and Resource Stewardship (20%):
  • Work with the Executive Director of Brand Marketing to manage advertising budgets, make smart use of media dollars, and keep spending in line with approved budgets and expected results.
  • Lead the relationship with the primary advertising agency, including scopes of work, contracts, budget tracking, performance expectations, regular check-ins, and problem-solving.
  • Manage vendor relationships and paid media planning so campaigns can be delivered well and on time.
  • Work closely with Purchasing and ITS on RFPs, procurement, contracts, technology projects, platform needs, and other shared responsibilities.
• Team Leadership & Organizational Development (20%):
  • Supervise and support marketing staff responsible for paid strategy, web content, social media, copywriting, testing, optimization, and project execution.
  • Oversee a clear service model for campus partners that includes media planning and advising, web edits and content execution, and social media account management.
  • Set clear expectations, priorities, workflows, service standards, and project management practices.
  • Hold regular one-on-one meetings and annual reviews, give useful feedback, support professional development, and mentor staff to become leaders in their area of expertise.
  • Foster a collaborative team culture that values accountability, shared problem-solving, initiative, clear communication, and continual optimization across paid, web, social, and content work.
• Performance Measurement & Insights (15%):
  • Work with analytics, marketing, and enrollment colleagues to develop and execute campaign and channel measurement plans.
  • Track campaign results, enrollment funnel trends, web behavior, and social media performance, then use those insights to identify areas for improvement and recommend next steps.
  • Oversee A/B testing, audience segmentation, reporting, and ongoing improvements that help the University make better marketing decisions.

Minimum Qualifications

• Bachelor’s degree in marketing, communications, business, advertising, or a closely related field.
• At least seven years of progressively responsible professional experience in integrated marketing strategy, digital marketing, or a related field, including at least three years in a leadership role.
• Demonstrated expertise in multi-channel digital marketing, including paid media, SEO/SEM, social media, web content, and email marketing.
• Proven ability to develop and lead integrated marketing campaigns with measurable outcomes.
• Strong data literacy and experience using marketing analytics to drive strategy and optimization.
• Excellent communication, presentation, and stakeholder management skills.
• Proven ability to lead and develop high-performing marketing teams.

Preferred Qualifications

• Master’s degree in marketing, business administration, or a related field.
• Experience in higher education brand marketing, enrollment marketing, institutional marketing, or marketing within a complex, mission-driven organization.
• Familiarity with analytics platforms, digital advertising data, SEO/GEO performance, social media strategy, and marketing technology tools.
• Experience managing significant paid media budgets across multiple channels.
• Background in brand management and integrated brand campaign execution.

Pay

$92,000 - $95,000 (Recruitment Range)

Physical Effort

Reading, Writing, Vision-Color Distinction, Vision-Preparing/Analyzing figures, Hearing, Talking, Sitting, Walking