Director of Marketing
Job Description Summary:
The Director of Marketing within the Office of Strategic Marketing and Communications creates, manages and shapes the university’s narrative, enhances its presence both regionally and nationally, and drives success in recruitment efforts across various programs and campuses. The Director of Marketing works closely with the Senior Executive Director of Strategic Marketing and Communications to develop comprehensive integrated strategic marketing plans for each of the university colleges, blending a traditional and digital marketing mix that builds brand awareness and grows enrollment. This individual is a strategic and analytical thinker who can manage multiple priorities in a fast-paced environment with tight deadlines. This role requires deep expertise of reporting and analytics platforms, such as Google Analytics, Google Looker Studio, Facebook, Instagram, LinkedIn, and Slate to leverage data and insights, measure campaign effectiveness, and evaluate opportunities in the market. The Director of Marketing must have excellent written, presentation, and verbal communication skills to articulate complex concepts clearly, and is a pivotal member of the MarComm leadership team.
Minimum Qualifications:
- Minimum seven years of recent experience preferably in a higher education leadership role, with a strong portfolio of successful campaigns, projects, and strategies.
- Demonstrated experience in developing and executing comprehensive strategic marketing plans.
Preferred Qualifications:
Specific Duties:
- Create and implement integrated strategic marketing plans that benchmark the current assessment of the university, identify strengths, weaknesses, opportunities, and threats in the market, provide a comprehensive competitive analysis, outline and forecast the budget, and produce actionable recommendations that support the university’s initiatives and drive growth.
- Curate marketing and advertising strategies that are centered around the recruitment, retention, and reputation of the university which reflect the university’s mission and values and highlight the value proposition of a La Verne education. Develop and execute a cohesive marketing strategy that aligns Enrollment Management objectives with individual college initiatives and elevates the university brand.
- Collaborate with the Senior Executive Director of Strategic Marketing and Communications and other departments as needed to align marketing initiatives with broader university goals.
Percentage of Time: 25%
- Evaluate and refine advertising opportunities, schedules, media buys, and other marketing opportunities, ensuring alignment with marketing KPIs and enrollment objectives.
- Continuously analyze and measure campaign performance, collaborating closely with MarComm leaders and agency experts to maximize ROI.
- Utilize analytics tools to provide accurately and timely insights to inform marketing strategies.
- Leverage data and market trends to develop and refine positioning while ensuring a consistent execution of the marketing message.
- Refer to dashboards from multiple sources (ex. Slate, Cognos, Google) to track performance metrics and identify opportunities to drive enrollment.
Percentage of Time: 25%
- Create and execute multi-channel marketing campaigns that align with college initiatives and value propositions.
- Lead digital marketing efforts, including overseeing internal and external online channels (PPC, display, paid social, lead gen, La Verne website, etc.) and refine content strategy to drive results, such as leads, applications, cost per lead, impressions, page views, and other KPIs.
- Oversee third party agencies or consultants conducting marketing campaigns on behalf of the university.
Percentage of Time: 10%
- Craft compelling messaging for advertisements and collaborate closely with Communications team and Creative Services team to create digital and print pieces, including but not limited to, display ads, billboards, radio, TV, magazine ads, social media ads, etc.
- Produce content with memorable and impactful messaging, innovative marketing strategies, and stories that resonate with prospective students that effectively showcase the value of a University of La Verne education. Design, plan, and execute effective marketing campaigns.
Percentage of Time: 15%
- Provide leadership, mentorship, and guidance for the Marketing and Communications team, fostering a collaborative, effective, and efficient work environment.
- Document and track marketing projects in project management platform (Wrike) to ensure deliverables are clearly outlined, corresponding files are noted, and deadlines are met.
- Oversee multiple marketing projects simultaneously with several deliverables and hard deadlines.
Percentage of Time: 10%
- Process insertion orders and invoices for advertisement opportunities.
- Review ad placement and budget, assemble purchase order paperwork for vendors, and prepare invoices for processing to Accounts Payable.
Percentage of Time: 5%
- Ensure brand identity is consistent across print and digital communications.
- Review and approve/reject logo use from third party vendors for merchandise requests.
Percentage of Time: 5%
- Be a culturally competent employee who attends/completes mandatory diversity and inclusivity trainings as provided by the university.
Percentage of Time: 5%
Duty: Other duties as assigned.
Percentage of Time: 5%
Salary Range
Maximum: $96,618.31
Minimum: $87,177.30
Benefits Summary:
Applicants, please note that actual compensation is determined by several factors that are unique to each candidate, including but not limited to job-related skills, depth of experience, certifications, relevant education or training, and specific work location, among others. The offered wage or salary is only one aspect of an employee’s total compensation
Benefits include a comprehensive health and wellness plan, tuition remission program for employee, spouse, and dependent children, a generous contribution to the University’s 403B retirement plan, and a generous time off plan.
Employment is contingent upon successful completion and clearance of a background check and employment verification.
Location: La Verne Main Campus
Close Date:
Open Until Filled: No
To be considered for this position please visit our web site and apply on line at the following link: http://laverne.edu
Institutional Profile
Located in Southern California, the University of La Verne offers a distinctive and relevant educational experience to a diverse population of students, preparing them for successful careers and a commitment to lifelong learning across the liberal arts and professional programs. The academic units of the not-for-profit university include the College of Arts and Sciences, the College of Business and Public Management, the LaFetra College of Education, and the College of Law. The university offers both undergraduate and graduate programs, including degree programs tailored for working adults. The university's central campus is located 30 miles east of Los Angeles in the historic Old Town section of La Verne, a city with a population of approximately 35,000 at the foothills of the San Gabriel Mountains. The university also has eight regional campuses throughout California and the College of Law campus in Ontario, California. The university is classified as a Carnegie Doctoral Institution with moderate research activity. Core values are reflected throughout all curricular and co-curricular programs, its emphasis on close professor-student interaction, personal support of its students, and its diversity.
The University of La Verne prides itself in being reflective of the diversity of Southern California. Approximately 80 percent of its nearly 8,500 students come from diverse backgrounds and the U.S. Department of Education has designated the university as a Hispanic Serving Institution (HSI). With 80,000 alumni, the university fulfills a critical community function in educating students from underserved populations, many of whom are the first generation in their family to attend college.
The University of La Verne is an equal opportunity employer and does not discriminate against employment or employees on any basis prohibited by state and federal law. University of La Verne hires and promotes individuals based on their qualifications and is consistent with applicable state and federal laws, without regard to race, color, religion, gender, disability, medical condition a or sexual orientation
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