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The Executive Director of Marketing provides strategic direction and oversight for developing, deploying, enhancing, and monitoring Friends University's marketing and branding efforts. Serves as the senior marketing resource presenting Friends to a range of internal and external stakeholders using both traditional channels and new media as appropriate. The Executive Director leads a campaign-based enrollment marketing strategy aligned with the University's recruitment goals, and directs the marketing team. Aligns the marketing team's production efforts and storytelling with the University's mission, strategic goals, and values, connecting that work to measurable enrollment outcomes. Manage partnerships with third-party suppliers of digital advertising, collateral design work, search engine marketing, search engine optimization, and web development. As a member of a small, collaborative team, this position works as a marketing generalist and contributes to projects beyond its primary area of focus as needed.
MAJOR DUTIES and RESPONSIBILITIES:
35% Design, implement and monitor marketing plans, including marketing targets, tactics and strategies in consultation with University stakeholders. Ad campaign strategist, lead the process and communication. Assist with concept development of marketing materials, ensuring they adhere to brand guidelines and enrollment goals. Produce strategic marketing and communication plans for university programs and initiatives. Form partnerships with faculty, academic deans, etc., to advance enrollment efforts. Design and implement the market research required to facilitate in-depth understanding of target markets. Continually track and analyze competitive trends while benchmarking best practices both in higher education. Manage the marketing budget in an efficient and cost-effective manner and measure return on investment (ROI). Develop and protect the University's brand, corporate identity, and image, and ensure the website is up-to-date and effectively promoting the University.
30% Oversee institutional and mission-centered storytelling that supports student recruitment and the University's visibility. Oversee the deployment of integrated communications campaigns, ensuring communications and publications adhere to brand guidelines and present a unified image and identity; helps monitor the University's public reputation, media landscape, and emerging issues; advising leadership on reputational risk and enrollment risk or opportunities.
20% Develop, manage, and monitor the marketing department budget in an efficient and cost-effective manner. Oversee departmental labor budget planning, staffing levels, salaries, and non-labor expenditures, including advertising and media spend, vendor and agency contracts, subscriptions, software, and production costs. Allocate resources across channels and campaigns, evaluate and optimize spending against enrollment outcomes.
10% Supervise and lead the marketing team, provide day-to-day direction, prioritize and assign work, and develop staff. Conduct performance management, including setting goals and expectations, providing ongoing coaching and feedback, and completing performance reviews. Foster a proactive, strategic, mission-driven team culture.
5% Advise the Vice President of Enrollment Management and the President regarding best practices in higher education marketing. Serve on committees as appropriate and represent Friends at internal and external events and meetings when needed.
SUPERVISORY RESPONSIBILITIES:
This position directly supervises four positions: the Senior Designer, the Digital Marketing & Web Developer, the Marketing Coordinator & Analyst, and the Marketing Specialist.
OVERTIME NEEDS:
As needed and can include some evening and/or weekend hours.
ATTENDANCE:
Work hours are 8:00 am to 5:00 pm Monday through Friday and average 45 - 50 hours per week. Occasional evening and/or weekend hours may be requested. Attendance at some university events may be requested, and some travel is required.
KNOWLEDGE and SKILLS
Experience:
Minimum of 10 years of progressive leadership, preferred. Demonstrable experience in marketing, public relations, and/or communication. Supervisory experience. Strong strategic planning, concept to execution. Higher education and/or enrollment marketing experience are strongly preferred.
Education:
A bachelor's degree in communications, marketing or related field required; a master's degree preferred.
Interpersonal Skills:
Strong written and oral communication skills, interpersonal skills and an ability to build positive and effective relationships with colleagues, students and the external community.
Other Skills:
Personal record of leadership and service demonstrating integrity, accountability, fiscal responsibility and achievement of goals. Proven strong administrative and supervisory skills. Demonstrated expertise in higher education marketing, digital advertising optimization, brand framework implementation, and the development of mission-centered, Christ-centered storytelling. Ability to establish marketing performance metrics tied to enrollment outcomes.