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Director of Brand Marketing

Job description

Job no: 507073
Position Type: Staff Full Time
Campus: UMass Boston
Department: VC Marketing and Engagement
Pay Grade: 35
Date opened: 05 Jan 2021 Eastern Standard Time
Applications close: 26 Jan 2021 Eastern Standard Time

General Summary:

Lead and advance the marketing, branding, and communication strategy and programs for UMass Boston. The Director of Brand Marketing will be responsible for developing a comprehensive brand strategy, brand identity, and brand marketing campaign, working collaboratively with internal/external creative agency partners and constituencies across the University.

The Director of Brand Marketing will establish a unified image, message, and “brand” in all communications programs; yet provide for appropriate differentiation among the various programs, departments, schools and colleges as needed. Areas of oversight include developing the message to stress academic excellence and preparation for successful professional careers, expanding geographical focus of the effort, expanding the focus on target markets/audiences beyond applicants, helping to determine the media mix alongside the Executive Director of Marketing (Demand Generation) and Director of Enrollment Marketing.

Success in this effort will be determined by enhanced internal and external perception of UMass Boston, including increased applicant yields, increased alumni and donor giving, and increased engagement by employers and community stakeholders.

Examples of Duties:

  • Gain an appreciation and understanding of key objectives for all constituencies as well as the history, culture and future of UMass Boston by meeting with deans, faculty, staff, trustees, students, and alumni. Develop and maintain effective relationships throughout UMass Boston, in order to achieve marketing and communications goals;
  • Develop a broad knowledge and thorough understanding of the market trends and forces shaping the brand and drive the planning and implementation of a comprehensive strategic marketing plan for the University that will enhance the University’s position in the marketplace;
  • Create an annual marketing communications plan and marketing calendar and execute a comprehensive array of enrollment marketing tactics with the help of staff to meet the division’s strategic enrollment goals;
  • Manage production of fully integrated marketing campaigns including digital, TV, radio, and print advertisements, brochures, web content, PowerPoint presentations, success stories, articles and press releases;
  • Facilitate the organization and design, and then execute, and evaluate the success of segmented communications to reach a broad range of target audiences in the University’s eleven Schools and Colleges;
  • Work with integrated Marketing & Engagement division team to identify stories that personify the UMass Boston experience; collect student, faculty and alumni testimonials to tell the UMass Boston story; work with internal/external creative team/s to write, direct, package and distribute them, on-line and off-line;
  • Work closely and collaboratively with all University stakeholders to ensure brand consistency;
  • Foster positive interactions and cultivate strong relationships with all internal stakeholders and external service providers;
  • Manage schedules, creative development, and execution of projects, while ensuring that deliverables are on-time and on-budget;
  • Coordinate production through UMass Boston Creative Services, Video Production, Quinn Graphics, Campus Center Administration or third parties;
  • Manage direct reports and interns;
  • Represent the Division of Marketing and Engagement at appropriate meetings;
  • Perform other duties as assigned.
  • Qualifications:

    Bachelor’s Degree, Master’s Degree preferred, and a minimum of seven-ten (7-10) years of experience in direct marketing, market research, digital, new media, advertising and/or public relations is required. The incumbent may travel (minimal).

    Preferred Qualifications:

  • Prior marketing/branding/messaging in higher education, including but not limited to admissions, enrollment and financial aid preferred.
  • Demonstrated knowledge of software solutions, such as Salesforce, Target X, Expression Engine, Constant Contact and social media tools preferred.
  • Application Instructions:

    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 10 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:

    Salary Ranges

    This position is associated with a Grade 36.

    All official salary offers must be approved by Human Resources.

    Applications close: 26 Jan 2021 Eastern Standard Time




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    Job No:
    Posted: 1/7/2021
    Application Due: 1/26/2021
    Work Type: Full Time