Executive Director of Marketing and Communications

Arizona State University•Tempe, AZ

1d•Onsite

About The Position

The Executive Director of Marketing and Communications serves as the senior-most marketing leader for the W. P. Carey School of Business, the largest business school in the United States with numerous programs and specialties ranked Top 30 or higher by U.S. News & World Report. This role, which reports to the Dean, is responsible for setting and executing a comprehensive marketing and communications strategy that advances the school’s strategic objectives, including enrollment growth, brand elevation, and stakeholder engagement. Leading a team of 20+ professionals, the Executive Director drives integrated marketing efforts across a complex portfolio of MBA, specialized master’s, and executive education programs. The role plays a critical part in positioning W. P. Carey competitively in a global marketplace while aligning marketing strategy with institutional priorities and long-term growth goals.

Requirements

Bachelor's degree and eleven (11) years of experience appropriate to the area of assignment/field including seven (7) years managerial experience; OR, Any equivalent combination of experience and/or training from which comparable knowledge, skills and abilities have been achieved.
Higher education landscape, particularly large, public research institutions
Enrollment marketing strategies and student lifecycle management
Brand strategy, positioning, and integrated communications
Digital marketing channels, tools, analytics, and emerging AI applications
Global business education markets, including MBA and specialized master’s program trends
ASU Enterprise Brand Strategy and Management principles and standards
Strategic planning and execution across multiple programs and audiences
Data-driven decision-making and campaign optimization
Leadership, team development, and performance management
Cross-functional collaboration and stakeholder engagement
Project and budget management
Ability to translate strategic priorities into effective marketing initiatives
Ability to lead through complexity and organizational scale
Ability to develop human-in-the-loop processes to maximize efficiency while maintaining human judgment, empathy and decision making.
Ability to balance long-term brand development with immediate enrollment goals
Ability to synthesize data into actionable insights
Ability to guide AI and technology with ethical oversight by understanding risk (bias, privacy, fairness, etc.) and trust metrics
Ability to build strong partnerships across academic and administrative units

Nice To Haves

Extensive experience in marketing and communication-related roles within a higher education setting.
In-depth understanding of global business education markets and competitive dynamics.
Experience supporting enrollment marketing for graduate, undergraduate, online, or executive education programs.
Proven experience designing and/or optimizing human-AI collaborative workflows.
Demonstrated success leading integrated marketing strategies for complex, multi-program organizations.
Advanced understanding of digital marketing, CRM platforms, and marketing analytics.
Demonstrated ability to lead and scale high-performing teams.
Experience working in a matrixed or decentralized organizational environment.
Excellent written, verbal, and interpersonal communication skills.

Responsibilities

Develop and execute an integrated, multi-channel marketing strategy aligned with school and university priorities.
Lead brand positioning and differentiation in a competitive global business education market.
Ensure alignment with enterprise-level brand, communications and marketing standards.
Utilize market research, analytics, and competitive intelligence to identify growth opportunities.
Proactively identify and advance opportunities for the school to lead in the application of AI within marketing and communications, positioning W. P. Carey at the forefront of innovation in business education marketing.
Integrate AI-driven marketing strategies and tools (e.g., predictive analytics, personalization, marketing automation, generative AI for content) to enhance awareness of our teaching, research and practice innovations among our stakeholders.
Forge partnerships with academic and administrative leadership to develop effective marketing strategies that achieve program objectives.
Proactively develop and execute marketing strategies that drive awareness, inquiry, and enrollment with a primary focus on graduate offerings (MBA programs and specialized master’s) and executive education.
Collaborate with admissions and program teams to optimize the prospective student journey and conversion funnel.
Leverage CRM systems and marketing automation/AI tools to support lead generation and nurturing.
Navigate complex privacy landscapes while maintaining precision targeting and measurement through ethical zero-party and first-party data capture.
Monitor campaign effectiveness and adjust strategies based on performance data and ROI using always-on, iterative testing methodology.
Ensure consistency of brand identity and messaging across all platforms and audiences.
Lead internal and external communications, including media relations, public relations, and crisis communications.
Oversee content strategy, including digital, social media, and thought leadership initiatives.
Enhance institutional reputation through strategic storytelling and visibility efforts.
Manage decentralized content creator networks and leverage social signals to inform brand strategy and marketing innovation.
Partner closely with university stakeholders to interpret and uphold ASU Enterprise Brand Strategy and Management standards.
Coach, develop, lead, and mentor a team of 20+ marketing and communications professionals, spanning multiple specializations.
Oversee organizational structure, resource allocation, and workflow processes to maximize effectiveness and impact.
Oversee and strategically utilize the unit’s budget to meet School objectives.
Integrate artificial intelligence and other marketing automation tools within the team workflow to maximize efficiency, readiness and responsiveness.
Create and manage an organizational chart incorporating AI, then ensure the martech stack utilizes the most economic and effective tools for the roles it is fulfilling.
Manage external agencies, vendors, and partnership relationships.
Establish performance metrics, accountability structures, and continuous improvement practices.
Partner with W. P. Carey leadership, program directors, advancement, and other internal stakeholders to align messaging and priorities.
Collaborate with ASU Enterprise Brand Strategy and Management and ASU Media Relations and Strategic Communications to ensure consistency with university-wide initiatives.
Support alumni engagement and advancement efforts through targeted communication strategies.