The Director of Marketing and Enrollment Communications is responsible for developing and implementing a strategic, comprehensive, and integrated marketing and communication plan that targets prospective and current students to strengthen the College’s image locally and regionally, as well as to emphasize the College’s signature programs and unique qualities that appeal to its key audiences. The position fosters professional relationships and works collaboratively with Admissions, Academic Affairs and Student Affairs, Advancement, campus centers, and other divisions/departments on strategic initiatives that require a partnership.

FLCC is committed to diversity, equity and inclusion, and strives to provide an environment that embodies these principles. We strive to attract talented personnel from diverse backgrounds and traditions, particularly of race and ethnicity, gender, gender identity, sexual orientation, nationality, culture, religion, worldview and physical and mental abilities. As such, applicants from historically under-represented groups are highly encouraged to apply.

1. Qualifications:

A. Educational Background: Bachelor’s Degree required; Master's Degree preferred.

B. Experience: A minimum of 8-10 years of relevant professional experience in higher education marketing and communications required. Demonstrated responsibility in leading content and website development; developing content and cross-platform experiences for digital, environmental, print, radio, and television marketing platforms; conducting market research and planning; overseeing development of publications that align with the brand; and leading/supervising a diverse team.

C. Special Skills: Experience in the development, implementation, and evaluation of a comprehensive marketing plan that supports the institution’s strategic enrollment management plan, including Admissions and campus center marketing and recruitment plans. Experience developing digital and operational plans from concept to completion, building infrastructure and tracking measurement against key performance indicators. A track record for solving problems, managing across teams/divisions and building collaborative relationships. Experience and ability to simultaneously articulate solutions for enrollment, development, and general positioning while managing the many requests that compete for the team’s time and attention on a daily basis. Excellent interpersonal and communication skills, including presentation skills, along with strong management and organizational abilities, are required. Demonstrated ability to lead a high performance team and effectively manage the annual operating budget. Ability to communicate and work with a wide range of internal and external constituents and diverse audiences regarding marketing strategies and tactics for all media. Fluency in the use of Web-enabled/digital, environmental, print, radio, and television platform technology to deliver compelling and impactful messages that advance brand visibility and reputation among key constituents and target audiences, including prospective students, current students, industry partners, employers, and community stakeholders. Experience and knowledge with various ROI tracking mechanisms for social media/digital and print marketing strategies. Ability to organize and manage multiple priorities. Ability to analyze and resolve strategic and functional problems. Proficiency in PC and Mac systems preferred and advanced skills in conducting, analyzing, and applying market research are required.

2. Essential Functions:

A. Marketing and Communications:

1. Responsible for creating, implementing, and measuring a comprehensive marketing and communications plan that will enhance the College’s image and position within the marketplace.

2. Oversee the development of all College marketing and communications activities and materials aimed at the recruitment of prospective students and retention of current students.

3. Build collaborative relationships to strengthen audience engagement across digital, environmental, print, radio, and television channels.

4. Develop, coordinate, and oversee programs, technical assistance, and resource materials to assist internal college constituencies with the development and implementation of strategic marketing initiatives.

5. Oversees and provides direction to the development and maintenance of web site content and functionality, including all significant “owned” channels, including flcc.edu and a range of social media accounts and electronic publications; ensure content and functionality are appropriate, accessible, and effective.

6. Conceptualizes, builds, and implements a comprehensive, modern strategy utilizing digital, environmental, print, radio, and television platforms that elevate the College’s brand and raise the institution’s reputation, both regionally and nationally.

7. Oversees digital governance and ensures implementation of industry best practices that align with current trends.

8. Provides direction to the Social Media Committee to integrate digital efforts into the broader marketing and communications strategy.

9. Responsible for editorial direction related to the design, production, and distribution of all College marketing and enrollment publications.

10. Implement appropriate market research activities, analyze results, and use results to direct marketing.

11. Oversee all marketing and enrollment publications, web, print, and professional service bids, securing competitive and high quality options for the College.

12. Oversee and enforce branding standards that drive the appearance of all College marketing and enrollment print and electronic materials, such as letterhead, use of logo, etc. (see Policy Oversight below).

13. Monitor use of all College trademarks and service marks, ensuring third-party use is in compliance with terms of licensing agreements (see Policy Oversight below).

14. Ensure articulation of the College’s desired image and key messages to all constituencies, both internal and external.

15. Develop and maintain professional contacts and affiliations with advertising mediums, production, and related external resources.

B. Policy Oversight:

1. Responsible for the oversight and enforcement of the College’s Trademark and Services Mark Use Policy.

C. Supervision:

1. Works with staff to leverage analytical insights to help drive marketing decision making, content prioritization, personalization, optimization, and positioning.
2. Oversee the Marketing staff, working to develop and manage content and design for the College’s publications, including print, web, and new media.
3. Develop, implement, and monitor systems, policies, and procedures necessary to ensure efficient, effective operations of the office.
4. Recruit, train, develop, and supervise relevant personnel within the office.

D. Budget Management:

1. Develop and monitor the annual Marketing Office budget, forecasting needed resources and tactical plans to support the budget and assess results.

E. Other:

1. Perform other duties as assigned by the Vice President of Enrollment Management.
2. Represent Marketing on college-wide committees and task forces.

The starting salary is $63,733 and commensurate with experience.

Application Instructions:

Applicants interested in applying MUST submit the following documents via online:

1. Resume/Cv
2. Cover letter

For full consideration apply by 7/19/19.
Applications will only be accepted online.
Address your online cover letter & resume to:
Grace Loomis, Director of Human Resources.

Finger Lakes Community College does not discriminate against any employee, applicant for employment, student or applicant for admission based on an individual’s race, color, national origin, religion, creed, age, disability, sex, gender identification, gender expression, sexual orientation, familial status, pregnancy, predisposing genetic characteristics, military status, veteran status, domestic violence victim status, criminal conviction or any other category protected by law. The College adheres to all federal and state civil rights laws prohibiting discrimination in public institutions of higher education.

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