GENERAL SUMMARY
The Senior Director, Brand and
Content Marketing is responsible for positioning the USAHS brand to key
constituents through development and execution of content and social media
strategies that maximize engagement and follower growth and encourage interest
in USAHS among prospective students and other audiences. This role leads all
aspects of brand and program marketing – website content, student journey
messaging, personalization, influencer activation strategies and content. A
critical outcome and KPI for this role is the generation of prospective student
leads through organic (owned and earned) channels.
As a key member of the marketing
leadership team, the Senior Director, Brand and Content Marketing is
responsible for planning, developing, and executing impactful content, both
text and visual, to drive long-term brand equity. This position is responsible
for overseeing the creation and distribution of USAHS content across multiple
channels and digital sites. The ideal candidate is a creative strategist with
strong execution skills who understands brand development and storytelling and
will use marketing analytics and data to make decisions.
ESSENTIAL DUTIES AND RESPONSIBILITIES
Brand Management, Storytelling, Positioning
Craft a compelling brand narrative and bring
this to life via creative marketing and channel execution
Define and communicate differentiators and
outcomes that support premium brand position and program value propositions
relevant to the target audience
Identify and develop relevant and compelling
digital media content and creative assets for social media distribution,
websites and blog
Social Media Strategy
Develop social media strategies, identifying
platforms relevant to target audiences
Develop compelling content to engage target audiences,
build active communities, encourage engagement and grow brand preference
Establish editorial calendar and direct content
creation (copy/photo/video) for social media channel posting
Monitor community engagement and reputation
sentiment
Website Design and Content
Direct website visual design and user experience
Create content that will generate traffic, engage/influence
visitors and convert to leads
Collaborate with web developers to design page
templates adhering to brand guidelines and positioning
Create, audit and update content, including copy,
photos, videos, infographs, etc.) for web pages, landing pages and blogs
Prospective Student Nurturing
Develop and execute communication outreach
strategies to prospective students through email, SMS and other channels to
build brand/program awareness and influence consumer behavior
Recommend communications flow, develop content,
collaborate with Marketo team to coordinate implementation
Collaborate with enrollment team to identify and
execute outreach efforts to drive pipeline performance
Marketing Effectiveness Evaluation and Analytics
Set marketing channel goals: work with field recruitment, enrollment and
channel-marketing managers to develop a clear marketing tactical plan and
channel-specific goals (i.e., direct mail, web marketing, paid search, etc.)
Track performance of marketing strategy through
measurement and analysis of prospective student inquiries, conversion, and
retention to understand effectiveness and ROI
Measure, report and analyze all marketing
activity, quantify expected results and track performance to drive business
growth
Professional Development
Lead and coach a team of marketing professionals
with appropriate skill set and experience to achieve marketing/business goals
Interface with academic partners to ensure clear
understanding of program elements such as admissions requirements, course
curriculum, program outcomes and differentiators, and professional
accreditations
OTHER DUTIES AND RESPONSIBILITIES
May perform other duties and responsibilities that
management may deem necessary from time to time
POSITION IN ORGANIZATION
Reports to: Chief
Marketing Officer
Positions Supervised: Marketing Specialist (social media), Marketing Coordinator
(generalist)
TECHNICAL, MANAGERIAL & PEOPLE SKILLS REQUIRED
To perform this job
successfully an individual must be able to perform each essential duty
satisfactorily. The requirements listed
below are representative of the knowledge, skill, and/or ability required. Incumbents will be evaluated, in part, based
on performance of each essential function.
Reasonable accommodations may be made to enable individuals with
disabilities to perform essential functions.
EDUCATION and/or EXPERIENCE
Minimum 10+ years marketing management
experience required
Bachelors’ degree in marketing, management,
communications or related field required, MBA or graduate level education
desirable
Proven experience leading external creative
agencies in the development of content and campaign creative (initial
briefings, storyboards, video, and static creative, etc.)
Experience with new and existing social media
platforms and a technical understanding of how to generate awareness and
engagement
Ability to streamline processes and develop an
efficient pipeline for asset creation
Experience in understanding market research and business
analytics; capable of spotting trends leading to marketing innovation
Experience in developing marketing plans and
tactics to drive lead generation, conversion and retention
Must be intelligent, professional, mature and
well-organized
Must have experience developing and managing a
budget and understanding financial implications of marketing programs
Strong presentation skills. Excellent oral and
written communications skills
Strong relationship building skills
A good listener and collaborator
High level of enthusiasm and dynamism, functions
well in a team-driven and highly creative environment
Strong organizational, prioritization and time
management skill
Demonstrated ability to work in a high-pressure,
deadline-oriented environment, handling multiple projects and priorities
Previous experience in the higher education
marketplace is a plus
LICENSURE and/or CERTIFICATION
N/A
TRAVEL
Ability to travel domestically a
requirement of the position
BUSINESS COMPETENCIES
To perform the job successfully, an individual should
demonstrate the following competencies:
Collaborates
- Building partnerships and working collaboratively with others to meet
shared objectives.
Being
Resilient – Rebounding from setbacks and adversity when facing difficult
situations.
Instills
Trust – Gaining the confidence and trust of others through honesty,
integrity, and authenticity.
Drives
Results – Consistently achieving results, even under tough circumstances.
Innovation
- Creating new and better ways for the organization to be successful.
Customer
Focus – Building strong customer relationships and delivering
customer-centric solutions.
Drives
Engagement – Creating a climate where people are motivated to do their best
to help the organization achieve its objectives.
People
Leadership – Leads by example when it comes to finding and developing
talent, with a focus on talent acquisition strategies, setting performance
targets that raises standards and development of high potential talent.
WORK ENVIRONMENT
Work is performed primarily in a standard office environment but may involve
exposure to moderate noise levels. Work involves operation of personal computer
equipment for six to eight hours daily and includes physical demands associated
with a traditional office setting, e.g., walking, standing, communicating, and
other physical functions as necessary.
The University of St. Augustine for Health Sciences is an equal opportunity at will employer and does not discriminate against any employee or applicant for employment because of age, race, religion, color, disability, sex, sexual orientation or national origin.
University of St. Augustine
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