Executive Director of Marketing

Kutztown University PASSHE•Kutztown, PA

3d•Hybrid

About The Position

The executive director of Marketing serves as the central campus resource for marketing for Kutztown University. The executive director of Marketing reports to the vice president for University Relations and Athletics. The successful candidate will fill a unique position working closely with Enrollment Management and other campus partners to proactively lead high-level projects, programs, and initiatives to advance KU's vision, strategic priorities and institutional goals. The executive director will strategically and enthusiastically grow the Kutztown University story and brand with its audience and prospective students. This includes utilizing market data to define strategies, identify appropriate audiences, and create awareness of new opportunities to enhance the KU experience based on quantitative, qualitative and experiential findings. The executive director of Marketing position requires organization, flexibility, a highly collaborative nature, and the ability to evolve with high-volume demands and changing priorities. The executive director must be a big picture thinker with an eye for detail. This is a hands-on position requiring high visibility and engagement on campus, building strong relationships and trust with stakeholders. The executive director must balance creativity with practicality, and advocate for strategic marketing principles while remaining open to compromise. Requires some night and weekend assignments.

Requirements

Minimum of 5 years' work experience in marketing or a related field.
Experience managing digital campaigns with agency assistance, including reporting and optimization.
Must be able to translate results to greater campus community.
Knowledge of social media platforms and digital advertising tools, including Google Ads and Meta Business Suite.
Strong knowledge of marketing best practices, brand value, and marketing strategies and tactics, including writing, developing and executing marketing plans.
Excellent writing, communication, and editing skills.

Nice To Haves

Having worked for or been a client of an advertising agency.
Experience managing projects and leading groups.
Higher education experience.
Familiar with Lehigh, Berks, Bucks and southeastern PA region.
Experience working within the PASSHE system, specifically with RFPs and contracts.

Responsibilities

Leads planning, development, and execution of marketing plans and branding strategies for the university and select campus units, with a primary focus on Enrollment Management to include Undergraduate Admissions, Graduate Admissions, and Extended Learning.
Analyzes all available internal data, campaign results, and appropriate business and regional trends, and uses social listening to form campaign targeting strategies with clear benchmarks.
Partners with Enrollment Management to develop annual campaigns targeting prospective students and their parents, while meeting regularly to continually optimize strategies based on ongoing recruitment counselor feedback.
Leads brand refresh efforts as required and regularly educates and monitors campus regarding appropriate implementation of the KU brand.
Selects marketing-related agencies and closely directs agency work and monitors strategies.
Serves as main point of contact with agencies and evaluates the scope of needed work from agencies.
Collaborates on the social media calendar, working closely with the Multi/Social Media Manager and select staff members to develop content strategies to increase interaction on designated platforms.
Collaborates closely with the Multi/Social Media Manager on photo and video needs for all marketing initiatives.
Writes advertising copy, video scripts and other promotional materials as necessary.
Supervises the Creative Services and Graphic Design Manager, student interns and student workers.
Collaborates closely with the executive director of Web and Digital Media and manager of Web Technology to ensure the university brand and voice are implemented on the KU website and admissions related sites.
Works with Web staff to ensure strategies are in place that focus on prospective students and parents.
Collaborates with the University Relations team to ensure coverage of university events through appropriate media.
Develops and implements university sponsorships including venue and media advertising, outdoor campaigns, digital/social media advertising and other initiatives sponsored by the University.
Assists the vice president with management and growth of the university licensing program.
Coordinates and leads monthly planning meetings between University Marketing/Communications, Enrollment Management and the academic deans.
Plans the annual Marketing budget and works with direct reports to ensure effective spending of assigned funding.
Provides marketing support and direction to other non-academic programs, including, but not limited to, University Relations & Athletics, Administration and Finance, Student Affairs and the KU Foundation.
Serves on editorial board for Tower digital magazine, assisting the editor with story board and design strategy.
Conducts regular one-on-one meetings with direct reports.
Attends University Relations and Division Director Meetings.
Selects members and conducts quarterly meetings with the university’s Brand Champions Advisory Board.
Coordinates communication and fulfillment of marketing /promotional project requests with the Pennsylvania State System of Higher Education.
Assist in crisis communications, including serving on 24/7 on-call team as needed.
Other duties as assigned.