Director of Marketing

About the role

The Director of Marketing provides strategic leadership for the university’s integrated marketing efforts, with primary responsibility for institutional marketing strategy, enrollment marketing and communications, advertising and paid media, Auxiliary Services marketing, and trademarks and licensing. Reporting to the Assistant Vice President of Marketing and Communications, the Director develops and implements data-informed strategies to advance institutional priorities, strengthen the university’s market position, support enrollment and revenue goals, and maximize the effectiveness of the university's marketing investments. The Director leads a team of marketing professionals and works collaboratively with Creative Services, Communications, Web Services, Enrollment Management, Auxiliary Services, academic units, and other campus partners to ensure marketing efforts are strategically prioritized, audience-focused, measurable, and aligned with the university’s overall brand and institutional goals.

Responsibilities

• Functional Area 1: Strategic Marketing & Brand Leadership (25% effort) Develop and implement integrated marketing strategies that advance institutional priorities, including student recruitment, enrollment, reputation, community engagement, and revenue-generating initiatives. Translate institutional goals and priorities into audience-focused marketing strategies, campaigns, and measurable objectives. Provide strategic marketing counsel and recommendations to university leadership and campus partners. Identify market opportunities, audience trends, competitive positioning, and emerging marketing strategies that can strengthen university performance and visibility. Establish marketing priorities and recommend allocation of resources based on institutional goals, audience needs, anticipated impact, and available resources. Partner with Creative Services, Communications, and Web Services to translate marketing strategy into coordinated campaigns across paid, owned, and earned channels. Ensure university marketing strategies and campaigns consistently support and strengthen the university’s overall brand positioning. Promote an integrated, proactive approach to university marketing that prioritizes strategic institutional needs and measurable outcomes.
• Functional Area 2: Enrollment Marketing & Communications (25% effort) Lead the development and implementation of integrated enrollment marketing and communications strategies in partnership with Enrollment Management. Develop audience-specific strategies supporting prospective students throughout the recruitment, application, admission, and enrollment journey. Provide strategic oversight for recruitment marketing campaigns, enrollment communications, CRM strategy, digital engagement, and related marketing initiatives. Partner with Enrollment Management to establish target audiences, segmentation strategies, recruitment priorities, communication plans, and performance goals. Use enrollment data, CRM engagement, digital behavior, market research, and campaign performance to continuously refine recruitment strategies. Identify opportunities to improve the effectiveness, personalization, timing, and coordination of prospective student communications. Coordinate with Creative Services, Communications, and Web Services to ensure enrollment campaigns deliver consistent and compelling experiences across channels. Establish measures of success and regularly evaluate the effectiveness of enrollment marketing and communications efforts.
• Functional Area 3: Advertising, Media & Marketing Performance (20% effort) Provide strategic oversight of university advertising and paid media across digital, traditional, social, sponsorship, and emerging channels. Develop annual media strategies and investment priorities based on institutional objectives, target audiences, market opportunities, and available resources. Oversee media planning, placement, targeting, optimization, and vendor relationships for university-level advertising. Establish goals, key performance indicators, and measurement frameworks for advertising campaigns and other major university marketing initiatives. Evaluate campaign performance, conversion, audience engagement, market awareness, web traffic, and other relevant measures of effectiveness. Use market research, audience insights, campaign analytics, competitive analysis, and industry trends to optimize advertising and marketing strategies. Develop regular performance reporting that communicates results, insights, trends, and recommendations to university leadership and campus partners. Monitor university advertising budgets, media buys, vendor contracts, and related expenditures to maximize effectiveness and return on investment. Identify emerging marketing technologies, platforms, audience behaviors, and advertising opportunities that can improve university marketing performance.
• Functional Area 4: Auxiliary Services, Licensing & Revenue-G