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Job Details

Vice President - Brand Marketing amp Communications

Company name
Norwich University

Location
Northfield, VT, United States

Employment Type
Full-Time

Industry
Clevel, Executive, Marketing, Pr, Manager, Education, Administrative, 100k

Posted on
Apr 12, 2022

Valid Through
Jul 26, 2022

Profile

Position ID:

145249

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About Norwich University:

Founded in 1819, Norwich University is the oldest private military college in the country and the birthplace of the Reserve Officers' Training Corps (ROTC). Today we are a diversified academic institution that offers undergraduate and graduate degrees and professional certificates to adult learners online and to Corps and civilian lifestyle students on campus. Norwich faculty and staff challenge all of our students to push themselves academically, socially, and as leaders. Our graduates build upon their Norwich educations to launch or grow careers and make outsized contributions to their communities, the nation, and the world.

Norwich University located in the beautiful Green Mountains of Vermont, only 20 minutes from the state capital, Montpelier, and three hours from Boston or Montreal. It is a private institution nestled in a rural setting with a campus size of 1,200 acres.

Norwich University is searching for a transformational brand marketing leader who has the vision and expertise to leverage Norwich University's historic brand to answer the challenges of our higher education institution in the present and to position it as the leading, most innovative military college of the future that offers cadet and non-cadet students meaningful, rich, and compelling university experiences. This will entail introducing and implementing a brand marketing mindset, process, and rigor into our University setting to clearly differentiate NU and disrupt this highly competitive sector.

Our excellent benefit package includes medical, dental, vision, group life, and disability insurances, flexible-spending accounts for health and dependent care, a 403(b) retirement plan with employer match, an employee assistance program, paid time off, use of the University pool and fitness center, and tuition scholarships for eligible employees and their family members. Some employees may qualify for the Public Service Loan Forgiveness Program on their Federal Student Aid Direct Loan balance. For more information about our benefits, visit https://norwich.trgportal.com.

Full COVID vaccination including booster is required for all on-campus employment.

The Vice President - Brand Marketing & Communications (VPBMC) reports to the Senior Vice President/Chief of Staff.

Job Description:

The Office of Marketing & Communications is undergoing a transformation in order to introduce business and brand marketing principles to elevate the Norwich University Brand, position it as the premier military college in the United States, and drive awareness and growth. The VPBMC spearheads the brand vision and strategy, drives innovation, and works collaboratively with the senior leadership team and the President to address the business, branding, and marketing opportunities of our esteemed institution. As such, the VPBMC will help define University short and long-term business goals as well as lead the process to interpret those goals into brand strategies, objectives, and tactics to drive success.

The VPBMC is responsible for the Norwich University brand development and drives the strategy for how our brand is communicated via marketing collateral, retail, products, services, and in our outreach efforts. The VPBMC develops brand marketing and innovative solutions that will drive awareness and growth, raise the profile of the institution, and build pride among employees, trustees, alumni, students, cadets, parents, partners, and friends. Indeed, the VPBMC ensures that Norwich University is winning the hearts and minds of all those who experience this remarkable institution. In short, the VPBMC inspires an undying loyalty to the Norwich University brand and way of life.

The VPBMC is responsible for the department budget and oversees a 17-member team in the areas of University Communications, Publications, Photographic Services, Web and New Media, and Athletics Communications.

ESSENTIAL FUNCTIONS

Business and Growth Strategy

1. Participates in University business planning and provides leadership in shaping overall goals for growth and the strategies to meet them in revenue generating units such as enrollment, academic programming, collegiate sports, NU retail and product mix, and student/cadet life, etc.

2. Collaborates directly with the Vice President of Administration and Finance, Provost and Dean of the Faculty, Commandant and Vice President of Student Affairs, Vice President of Development and Alumni Relations, Undergraduate College Deans, Vice President of Diversity, Equity & Inclusion, Vice President of Enrollment Management, Athletic Director, Dean of College of Graduate and Continuing Studies, and all services' ROTC detachment commanders to develop the University's Operation Plan and Calendar. This includes working with key unit leads to identify areas of opportunity for growth and creating department specific solutions that advance departmental goals and ladders up to the Strategic Plan and the University's business goals.

3. Oversees the development and implementation of the Operation Plan (encompasses business and strategic goals to map out the plan to achieve success).

4. With key stakeholders, creates and manages the University's Operation Plan Scorecard and regularly monitors and evaluates progress, identifies opportunities, and makes data-informed recommendations and decisions to stay on course -- as necessary.

Brand Stewardship

5. Strengthens key stakeholder's understanding of the University's brand and image and the principles and importance of brand marketing that will support them in their goals.

6. Provides leadership and vision for the University's strategic and integrated brand marketing and communications functions.

7. Communicates the University's position and policies on a variety of issues to specific media and to various University constituencies which includes serving as the University's spokesperson with the media as appropriate.

8. Elevates NU's brand proposition in higher education overall with special emphasis on the Military Academy sector and delivers a compelling and differentiated experience for its cadets and students, alumni, and all others who engage with the NU brand. This involves: evaluating brand health, conducting competitive analysis, and researching target audiences to gain insights to optimize or reposition the NU brand to drive growth.

9. Creates and implements the NU brand architecture, personality, and voice.

10. As brand champion, ensures consistency in messaging and product and service experience for all brand touchpoints in support of the Norwich University brand and business goals.

11. Creates and maintains Brand Guidelines/Stylebook.

12. Approves all marketing collateral, written stories and scripts, special publications, written articles for publications, and other related marketing and communication tactics.

Innovation Pipeline

13. Inspires and creates a transformational environment that empowers employees and challenges them to be innovators to help shape our organization's future success.

14. In collaboration with unit leaders, creates and maintains an innovation pipeline that utilizes a research-based approach, competitive analysis, financial data, and target audience insights to identify opportunities for growth.

15. Leads quantitative and qualitative research to uncover opportunities for growth.

16. In lockstep with institution leadership, evaluates the base business and identifies opportunities for growth.

17. Partners with university leadership to generate innovative ideas and solutions that engage donors.

18. Develops new and compelling engagement strategies and tactics.

Marketing & Communications

19. Develops and oversees the marketing and communications budget and calendar.

20. Ensures a fiscally sound operation of Marketing and University Relations by exercising best in class management practices.

21. Drives effective and efficient operation of the major units in University Relations (University Communications, Publications, Web and new Media, Photographic Services, and Athletics Communications) by coordinating unit work plans, goals, and objectives.

22. Designs systems of effective controls to guide work toward expected outcomes and evaluates progress towards their accomplishment.

23. Provides strategic direction and coordinates marketing and communications produced by outside agencies and other academic and administrative units.

24. Manages strategic and/or creative agency relationships.

25. Oversees and approves the design, copy, and production for all marketing and communications products.

26. Creates and leverages opportunities to drive public relations strategies and tactics.

27. Manages the written, editorial, and production of press releases, marketing collateral, and other print publications.

28. Develops marketing score cards and program recaps to assess and communicate success and lessons learned for each initiative.

29. Oversees copy for the President's speeches, campus messaging, and directives.

30. Contributes to the overall success of the University by performing all other duties as assigned.

Team Leadership and Relationship Management

31. Leads and nurtures growth for the brand marketing, communications, and public relations staff.

32. Cultivates strong working relationships with staff, faculty, and cadets/students across the university.

33. Creates a collegial, team-building work environment that encourages innovative thinking, motivates staff, and cultivates productive, collaborative relationships with all constituent groups.

34. Facilitates a work environment that encourages knowledge of, respect for, and development of personal skills to engage with those of other cultures or backgrounds.

35. Consults with key internal stakeholders, staff, and leadership to ensure brand and strategy alignment.

36. Develops and nurtures relationships with members of the press, local government, and other stakeholders to advance the position and interests of Norwich University.

OTHER FUNCTIONS

1. Assesses the performance of direct reports and provides frequent feedback to optimize their performance.

2. Maintains confidentiality of sensitive or private information.

3. Communicates with employees, students, and others in a respectful and clear manner.

4. Serves on University committees, councils, workgroups or other designated bodies as assigned.

5. Achieves, maintains proficiency in, and utilizes computers, telephones, and other job-related equipment, including related systems and software.

6. Speaks, reads and writes in English.

7. Communicates by telephone, email, letter, in person, or other means or device.

8. Performs other tasks as assigned by supervisor.

Requirements:

A bachelor's degree with a major in marketing, communications, public relations, journalism, business administration, or a related filed is required. A master's degree and/or a professional certification in marketing or public relations is preferred.

A minimum of 10 years of experience in brand marketing.

Communications experience in one or more of the follow settings: education, not-for-profit, government, marketing and branding consultancy, or CPG company.

At least 7-10 years of management experience including the hiring and development of staff and teams.

Adept at applying and adapting CPG brand principles and methodologies in a non-CPG environment, preferably, higher education.

Experience leading qualitative and quantitative research and data analysis projects.

Proven experience in change leadership and management.

Strong administrative skills to manage operational aspects of the business including strategic planning, personnel, budget and fiscal management, continuous improvement assessment of the department's operations in all areas.

The ability to develop and implement strategic marketing and communications plans.

Ability to manage, brief, and guide writers, designers, photographers, art directors, editors, and designers.

Experience negotiating with media, such as radio, television, web, and print.

Ability to reason logically and analyze and solve complex, evolving organizational and managerial challenges, and the ability to simplify complexity.

Strong ability to anticipate needs, plan-ahead, and anticipate and advert challenges.

Demonstrated ability to gather, synthesize, and analyze data to make data-driven decisions

Proficient in PC/Mac compatible software suites and university tools/programming software.

Knowledge of printing, social, and digital platforms.

Exceptional oral, writing, and presenting skills with keen eye for detail.

Able to exemplify Norwich University's guiding vales of respect, integrity, and accountability.

Demonstrated servant-leadership skills.

A convivial, inclusive, collaborative working style, characterized by respectful listening and consensus-building, and the ability to earn and maintain trust among colleagues, reflecting the University's tradition of transparency and shared governance.

Demonstrated ability to maintain diplomatic, effective customer relations.

Demonstrated organizational and political intelligence and ability to handle sensitive information in a confidential manner.

Demonstrated ability to grasp and add value to an executive leader and their vision.

Possess a high degree of self-motivation.

Knowledge in and/or capability in Lean Six Sigma principles.

Experience working in a higher education setting.

Knowledge of strategic enrollment management theory and practice.

Passion and flare for evangelizing brand principles.

Appreciation for and understanding of both an academic and military culture and for our founder's mission of preparing citizen-soldiers to lead and serve our nation.

Able to sit, squat, reach, push, pull, and manipulate related equipment; lift 15 pounds; travel outdoors to various parts of the campus

Work some evening or weekend hours

Travel as needed (public or private transportation)

Environmental Conditions

Indoor work at a computer workstation.

Low level of exposure to noise, dust, fumes, vibrations and temperature changes.

Additional Information:

Norwich University is an Equal Opportunity Employer and is committed to providing a positive education and work environment that recognizes and respects the dignity of all students, faculty and staff. Reasonable accommodations will be made for the known disability of an otherwise qualified applicant. Please contact the Office of Human Resources at nuhr@norwich.edu for assistance.

All candidates must be legally authorized to work in the United States without requiring immigration sponsorship, including but not limited to non-immigrant visas such as H1B, STEM, or F1, now or in the future. A post offer, pre-employment background check will be required of the successful candidate.

Application Instructions:

Please provide a cover letter, resume, and Norwich application.

URL:

www.norwich.edu

Company info

Norwich University
Website : http://www.norwich.edu

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