University of Massachusetts Boston
The Director of Integrated Marketing Communications and Market Research is a senior member of the College of Advancing and Professional Studies (CAPS) staff, playing a key role in the development of the CAPS strategic plan, resource allocation, and goal setting. The Director is responsible for developing and implementing a strategic integrated marketing communications plan designed to increase brand awareness and lead generation through digital and traditional marketing activities, media relations, special events, and membership on external boards and committees. The Director will also lead market research activities to assess, recommend, and develop market-driven, revenue generating, academic and professional development programming.
Examples of Duties:
Develop a short- and long-term marketing strategy to drive new enrollments and retain captured audiences through multi-channel, integrated marketing communication efforts;
In collaboration with internal and external partners, utilize quantitative and qualitative research to identify emerging market trends and assess the viability of new academic programs;
In collaboration with the University Relations, determine the appropriate design, writing style and media mix for recruitment and brand-building exercises;
Prepare and manage CAPS annual marketing budget, as well as participate in the planning and allocation of state and non-state funds to support campus-wide marketing activities, in collaboration with the Division of Enrollment Management and University Relations;
Manage a team of marketing communication professionals to deliver compelling, industry-leading integrated marketing communication efforts that produce demonstrable returns-on-investment;
Oversee all content strategy, including the development and distribution of digital and traditional advertising campaigns, print and web-based publications, social media, and emerging opportunities;
Develop and monitor analytics systems to track, analyze, and optimize campaign effectiveness;
Define and coordinate the design, implementation, and evaluation of surveys, focus groups and other market research activities;
Create and maintain comprehensive profiles of competitor program portfolios, market share, and marketing strategies to provide early warning of threats and opportunities and develop plans to ensure a competitive edge;
Develop and execute publicity strategies working both independently and with the universitys Communications Office; foster opportunities to promote the first-in-class thought-leadership and best practices of executive staff, faculty, students, and academic programs through awards, industry surveys, and other mechanisms that raise the Colleges profile;
Respond to unexpected situations and unplanned events associated with CAPS activities;
Research and develop media opportunities for CAPS; actively pitch story ideas to the media, respond to media inquiries for information about the colleges programs and connect the media with faculty experts; write and distribute press releases and advisories;
Identify, negotiate, execute, and manage strategic partnerships with government, business, industry, and non-profit entities to develop new revenue-producing opportunities and to advance and enhance the CAPS brand;
Identify and cultivate champions among internal and external partners to enhance the CAPS brand and expand market share;
Oversee events related to academic programs, including program launches, seminars, and workshops;
Contribute to the ongoing growth and development of CAPS by participating in the development and implementation of its strategic plan and annual goals and objectives;
Participate in decision making regarding new initiatives including feasibility, resource requirements, and return on investment;
Perform other duties as assigned.
Bachelors Degree required, MA/MBA/MEd degree preferred, and a minimum of seven-ten (7-10) years of supervisory-level experience in digital marketing, market research, writing, editing, print production, new media, digital analytics, advertising and/or public relations is required. Prior experience working with the adult education market is required. Prior experience with project management is required. Proven successful track record in a self-supporting, revenue generating environment is required.
Knowledge, Skills and Abilities:
Knowledge of a wide variety of marketing, communications, and public relations techniques;
Knowledge of and leadership experience within a dynamic, entrepreneurial organizations;
Knowledge of and ability to develop campaigns that target disparate audiences;
Demonstrated ability gathering, assessing, and making informed business decisions from data;
Ability to supervise multiple activities simultaneously;
Strong oral and written communication skills;
Strong commitment to customer service.
Please apply online with your resume, cover letter and list of three professional references.
Review of candidates will begin following the application closing date.
Only Internal candidates in the Professional Staff Bargaining Unit will be considered during the first 7 business days of the posting. All other candidates will be considered after that period.
Salary Ranges for the appropriate Pay Grade can be found at the following link:
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University of Massachusetts Boston
Website : http://www.umb.edu
The University of Massachusetts Boston is deeply rooted in the city's history, yet poised to address the challenges of the future. Recognized for innovative research, metropolitan Boston’s public university offers its diverse student population both an intimate learning environment and the rich experience of a great American city. UMass Boston’s 11 colleges and graduate schools serve nearly 17,000 students while engaging local and global constituents through academic programs, research centers, and public service. To learn more, visit www.umb.edu.