Director of Marketing, Communications, and Industry Relations

UMass Amherst•Amherst, NY

1d•Onsite

About The Position

The Director of Communications, Marketing, and Industry Relations for Auxiliary Enterprises (AE) provides strategic leadership and hands‑on execution of integrated marketing, branding, and communications initiatives that support revenue generation, brand visibility, and alignment with University priorities. The position plans and implements short‑ and long‑term marketing strategies, manages internal and external messaging, and ensures consistent brand representation across AE’s diverse portfolio, including Dining, Catering, Hotel UMass, Conference Services, retail and off‑site enterprises, sustainability initiatives, and major events. Serving as the primary liaison with university stakeholders, vendors, agencies, and external partners, the role leads market research, advertising, digital and social media, public relations, event marketing, and multimedia content development. The Director manages promotional plans, contracts, campaign calendars, and large‑scale events; evaluates outcomes using data‑driven metrics; represents AE to external audiences and professional organizations; serves on the Chancellor’s Sustainability Advisory Committee – Marketing Workgroup; and acts as an ambassador for the UMass Auxiliary Enterprises brand.

Requirements

Bachelor’s Degree in Public Relations, Communications, Marketing or related field.
At least eight (8) years of experience in market research, marketing communications, advertising, media, promotions, public relations or related area.
Experience in working with internal and external partners- university departments, suppliers, vendors and community.
Supervisory experience.
Knowledge of promotional strategies, online marketing and market research methodologies.
Excellent communication, project management, analytical, writing, and interpersonal skills.
Demonstrated competency with computers and data systems.

Nice To Haves

Experience in a higher education environment.

Responsibilities

Contributes insights and recommendations to strategic planning and performance reviews; develops and executes action plans; and communicates standards for production, productivity, quality, and customer service.
Oversees and enhances website content; identifies trends; conducts audits; resolves issues; and leads system improvements and change initiatives.
Plans, develops, implements, and evaluates advertising, merchandising, and trade promotion programs by coordinating requirements, schedules, contacts, mailing lists, and field sales action plans.
Ensures promotional materials are current and available by collaborating with the graphics department, managing inventory, placing orders, and verifying delivery.
Plans, implements, and executes short- and long-term marketing strategies for Auxiliary Enterprises to increase revenue and generate positive public exposure.
Communicates and coordinates marketing initiatives with directors and university leadership to strengthen brand awareness across Auxiliary Enterprises.
Leverages public relations efforts to promote programs and initiatives that enhance awareness and engagement with UMass Auxiliary Enterprises.
Implements marketing and advertising campaigns by assembling and analyzing sales forecasts and preparing comprehensive marketing and advertising strategies, plans, and objectives.
Plans and organizes promotional presentations and maintains updated marketing calendars to ensure timely execution.
Collaborates with content providers to ensure all marketing materials are consistent, accurate, and aligned with established messaging and branding standards.
Optimize relationships, logistics, negotiate contracts, and ensure supply continuity and consistency.
Researches competitive products by identifying and evaluating product characteristics, market share, pricing, and advertising; maintaining research databases.
Produces, implements, and oversees Auxiliary Enterprises social media and web communications, including AE websites, email campaigns, and blogs.
Creates a wide range of media assets, including video, creative copy, photography, and digitally manipulated images.
Reviews and oversees work produced by contracted graphic designers to ensure brand image and messaging align with the goals and standards of Auxiliary Enterprises.
Develops marketing strategies and supports the planning and execution of the annual Tastes of the World: Chef Culinary Conference and Sustainability Pre‑Conference.
Serves as project manager for large‑scale Auxiliary Enterprises events, including the UMass Tastes of the World Culinary Conference and Dash and Dine.
Collaborates closely with UMass News and Media Relations and partners with campus units such as the Alumni Association to deliver coordinated, high‑impact initiatives.
Strategizes and develops applications for national and international awards/grants to strengthen AE & University public relations.
Represents Auxiliary Enterprises programs to the broader community, with the concurrence of the AVP of Auxiliary Enterprises.
Participates in professional meetings and engages with external organizations to build relationships and advance AE visibility.
Facilitates presentations and seminars at relevant conferences to expand awareness and understanding of Auxiliary Enterprises brands.
Serves as an ambassador for the UMass Auxiliary Enterprises program, promoting its mission and value to internal and external audiences.
Performs related duties as assigned or required to meet Department, Executive Area/Division, and University goals and objectives.
Understands responsibilities with respect to Title IX, Clery and other compliance requirements.
Demonstrates capacity, skill and willingness to engage students and contribute to student success.