Vice President for Marketing and Communications

Virginia Tech•Blacksburg, VA

2d•$350,000 - $375,000

About The Position

The vice president for marketing and communications is a strategic leader responsible for developing and executing comprehensive marketing and communications strategies that strengthen the university’s brand, drive growth and institutional visibility, and support university priorities as well as those of Advancement and other college and unit partners. The position reports directly to the president and has a dotted-line relationship to the senior vice president for advancement. It is a member of the President’s leadership cabinet and works closely with Advancement leadership, serving as a frontline partner to university and advancement leaders. The vice president advises the president and university leadership, represents the university publicly and in the media as its spokesperson, leads crisis communications planning and response, and oversees institutional brand and reputation management. The role develops comprehensive, data-informed marketing and communications plans and uses innovative approaches to advance institutional positioning, brand promotion, and the university’s reputation. The vice president partners with the president, the senior vice president for advancement, and others to foster relationships and oversee work with the University’s Board of Visitors. This visible campus leader participates in campus events and activities and promotes transparency and visibility internally and externally. The position directly oversees a central team of marketing, creative, and communications professionals responsible for paid and owned-platform marketing; earned media; internal and external news and communications platforms; email communications to faculty, staff, students, and external subscribers; university websites; social and emerging media strategy; creative design, writing, and web development; brand development, training, and application; branded merchandise licensing; marketing automation; Virginia Tech Magazine and development of a digital magazine platform; internal communications; crisis communications and strategic messaging; Advancement communications for gift prospects and other audiences; and oversight of NPR member public radio stations WVTF and Radio IQ. Through formal and informal partnerships, the vice president also provides overall direction and leadership to college- and unit-based marketing and communications professionals.

Requirements

Master’s degree in marketing, communications, journalism, business administration, higher education, public administration, or a related field; or a bachelor’s degree combined with significant professional experience equivalent to advanced education.
Extensive and progressively responsible leadership experience in marketing, communications, public affairs, brand strategy, or related disciplines.
Demonstrated success developing and implementing integrated marketing and communications strategies that advance institutional priorities and measurable outcomes.
Significant experience in brand development, audience engagement, reputation management, and strategic storytelling.
Expertise in digital communications strategy, social media, content strategy, artificial intelligence applications, and emerging marketing and communications technologies.
Understanding of global marketing and communications trends, issues, and strategies in complex organizations serving diverse audiences and markets.
Ability to use data, research, analytics, audience segmentation, and marketing technologies to inform decisions, personalize engagement, and evaluate effectiveness.
Demonstrated success leading, mentoring, and developing high-performing teams.
Experience advising senior executives, elevating leader visibility and thought leadership, and navigating complex, high-profile communications challenges.
Strong understanding of media relations, journalism standards, and the contemporary communications environment.
Experience advising leadership and managing communications during crises.
Exceptional written, verbal, presentation, and interpersonal communication skills.
Experience managing significant budgets, resources, and organizational priorities.

Nice To Haves

Understanding of the opportunities and challenges facing major public research universities.
Experience supporting fundraising, advancement, alumni engagement, or constituent relations initiatives.
Experience promoting and supporting research excellence.
Understanding of government relations and the need to work with local, state, and national officials and agencies.
Experience within higher education or other complex, mission-driven organizations.
Experience overseeing or partnering with media organizations, public broadcasting, journalism, or related enterprises.
Demonstrated success leading large-scale reputation, branding, or institutional visibility initiatives, ideally with global reach.
Experience leveraging marketing technologies, CRM platforms, and advanced analytics capabilities.

Responsibilities

Develop and execute comprehensive marketing and communications strategies that strengthen the university’s brand, support institutional priorities, and advance growth and visibility.
Advise the president and university leadership on marketing, communications, institutional positioning, and reputation.
Represent the university publicly and in the media as its spokesperson.
Lead crisis communications planning and response, and advise leadership during crises.
Oversee institutional brand development and reputation management.
Use data-driven insights and innovative approaches to inform marketing and communications planning and evaluate effectiveness.
Partner with the president, senior vice president for advancement, and others to foster relationships and oversee work with the University’s Board of Visitors.
Participate in campus events and activities and promote internal and external transparency and visibility.
Directly oversee the central team of marketing, creative, and communications professionals and its university-level functions.
Provide overall direction and leadership to college- and unit-based marketing and communications professionals through formal and informal partnerships.
Oversee paid and owned-platform marketing, earned media, digital news and communications platforms, email platforms, university websites, social and emerging media, creative teams, brand training and application, branded merchandise licensing, marketing automation, magazine publishing, internal communications, Advancement communications, and WVTF and Radio IQ.