Assistant Vice President for Brand Strategy, Marketing, and Communications

Wiley University•Marshall, TX

9d•Onsite

About The Position

The Assistant Vice President for Brand Strategy, Marketing, and Communications leads Wiley University’s brand strategy, marketing, and communications. The role owns the Wiley brand, sets its strategic direction, and oversees how the university communicates across web, digital, social, email, print, media, signage, and campus communications. Reporting directly to the Office of the President and partnering with the President’s Executive Cabinet, this leader turns institutional priorities into integrated campaigns intended to grow enrollment, strengthen retention, raise visibility, and engage alumni and supporters. The position leads university-wide marketing and communications strategy and operations, including brand stewardship, integrated campaigns, media relations, digital properties, enrollment and retention marketing, internal communications, and alumni and development communications. It directs and develops staff, manages budgets and external partners, establishes workflows and service standards, and evaluates performance using data and key performance indicators. The role also serves as chief communications advisor to the President and oversees institutional messaging and crisis communications in coordination with senior leadership.

Requirements

Bachelor’s degree in marketing, communications, journalism, public relations, or a related field.
5–7 years of progressive marketing and communications experience, including at least one year supervising marketing or communications staff.
Demonstrated success leading integrated marketing campaigns tied to measurable outcomes.
Experience managing a brand across multiple audiences and channels.
Demonstrated experience in crisis communications or issues management.
Experience with data-informed marketing, including Google Analytics, SEO strategy, CRM integration, and digital performance reporting.
Experience managing budgets, agencies, and vendors.
Strong command of brand strategy, integrated marketing, and cross-channel campaign execution.
Proven leadership in building, developing, and evaluating high-performing teams.
Proficiency in digital marketing, web analytics, SEO, CRM, email marketing, social media management, and content management systems.
Ability to interpret data, set targets, and adjust strategy based on performance.
Sound editorial judgment and working knowledge of AP Style.
Strong media relations and reputation management skills.
Ability to manage competing priorities, budgets, and timelines across a university-wide client base.
Ability to build collaborative relationships across divisions, community partners, and external stakeholders.
Sound judgment under pressure, including in crisis or sensitive situations.
Deep understanding of higher education, HBCU culture, and mission-driven communication, with a genuine commitment to Wiley students’ success.

Nice To Haves

Master’s degree in marketing, communications, business, higher education, or a related field.
Higher education marketing experience, ideally at an HBCU or small private institution.
Experience with enrollment marketing and CRM platforms such as AdmissionPros.
Experience with Meltwater or a comparable media intelligence platform.
Experience with AI-driven marketing tools and marketing technology platforms.
Nationally or regionally recognized marketing or communications work.
Accreditation in Public Relations (APR), Google Analytics certification, or other marketing and digital credentials.

Responsibilities

Lead the strategy, planning, and execution of university marketing and communications, maintaining a consistent Wiley brand across divisions, offices, and channels.
Develop and execute an annual integrated marketing and communications plan aligned with the university strategic plan and Strategic Enrollment Management Plan.
Steward Wiley brand standards, including visual identity, logo usage, color palette, typography, and voice, and approve university-facing marketing materials before release.
Direct paid, owned, and earned media strategy, including digital advertising, search, social, video, print, outdoor, and event marketing.
Manage the marketing and communications budget, agency and vendor relationships, and return-on-investment reporting.
Direct and evaluate marketing and communications staff, including hiring, onboarding, professional development, and coaching.
Establish departmental workflows, a university-wide project intake process, production schedules, and service standards for campus partners.
Track and report key performance indicators, including web and SEO performance, email engagement, social growth, earned media, campaign conversion, and cost per lead.
Represent marketing and communications at cross-divisional meetings and institutional functions, and cultivate a culture of excellence, accountability, creativity, and recognition.
Partner with Enrollment Management and Strategic Retention, Admissions and Recruitment, and Student Success and Strategic Retention on marketing across the student lifecycle, from inquiry and application through yield, onboarding, persistence, and graduation.
Use AdmissionPros CRM data, in coordination with Admissions and Recruitment, to segment audiences and develop enrollment campaigns, communication flows, and content calendars.
Collaborate with Financial Aid on clear, accurate, timely, and family-friendly affordability, aid, and deadline messaging.
Lead marketing support for recruitment events, yield campaigns, summer melt prevention, new-student onboarding, and continuing-student retention campaigns.
Oversee the university website and digital properties, including content governance, SEO, accessibility, analytics, and user experience.
Direct university social media strategy, platform management, content standards, and community engagement.
Oversee photography, video, and digital content production showcasing Wiley students, faculty, staff, and alumni.
Evaluate and adopt marketing technology and AI-driven tools to improve efficiency and performance.
Lead media relations strategy, including story pitching, press inquiries, and relationships with regional, national, and HBCU-focused journalists.
Serve as chief communications advisor to the President and oversee presidential and institutional messaging, ensuring accurate and timely communications for the President and senior leadership.
Manage issues and crisis communications protocols in coordination with the President and senior leadership.
Use media monitoring, social listening, and consumer intelligence tools to track reputation, sentiment, and earned media.
Oversee internal communications to students, faculty, and staff, including newsletters, campus announcements, and emergency notifications in coordination with appropriate offices.
Partner with Institutional Advancement and Alumni Relations on alumni engagement, giving campaigns, and development communications.