Director of Content Strategy and Admissions Marketing

Lafayette College
Easton, Pennsylvania

Job Details

Lafayette College, one of the nation’s finest liberal arts institutions, seeks a highly motivated and creative strategist, team leader, and writer as its new Director of Content Strategy and Admissions Marketing. Reporting to the Vice President for Communications and Marketing (VP), the Director will develop and implement a compelling and effective admissions communications and marketing strategy that sets Lafayette apart among its highly competitive peer set, oversee a content team dedicated to boosting the college’s reach and reputation across the country and around the world, and bring the skill and vision necessary to help strengthen the impact and dynamism of college outreach across all formats. 
As a member of the division leadership team, the Director is responsible for helping to inform and shape the division’s communications and outreach strategy for the College. As lead strategist and content creator for admissions outreach, the Director is responsible for working with division and admissions leadership on strategic messaging for admissions impact, delivering compelling recruitment and enrollment content across digital and print media, and building and guiding targeted and effective admissions marketing campaigns. As lead manager for the content team, the Director is responsible for guiding and mentoring a team of savvy and dedicated content creators, supervising and contributing to the generation and amplification of engaging content, ensuring consistent use of the College’s brand messages across all communications formats, and fostering a positive and collaborative workplace culture.
The Director should be a skilled strategic thinker; experienced in student recruitment communications, feature writing, and video storyboarding; adept at developing and managing oral and written communications about complex and sensitive topics; deeply committed to collaborating with others; dedicated to staying abreast of trends in higher education and admissions outreach; highly creative at putting such knowledge to work; and committed to Lafayette’s liberal arts mission. 
Specific responsibilities include the following:
●    Work closely with the VP as well as the VP for Enrollment Management and the Dean of Admissions to develop and implement a creative, forward-thinking, and cohesive student recruitment communications and marketing strategy. 
●    Work closely with the VP and other senior leaders in the division to set the strategy, direction, and tone of the division’s work on behalf of the College as a unified, impact-oriented, and collaborative organization.
●    Serve as an integral part of a division staff dedicated to fulfilling ambitious College goals and initiatives through communications and marketing that inform the campus community, inspire admissions interest, boost alumni and donor engagement, and advance the College’s reputation. 
●    With the VP and the VP of Enrollment Management, and Dean of Admissions, adapt and revise admissions recruitment strategies as appropriate based on research, relevant trends, and key College developments. 
●    Serve as lead writer for all major admissions outreach in web, print, and other formats, establishing a high standard for writing that can be effectively emulated across the division to the College's benefit.
●    Oversee the planning, writing, editing, and activation of excellent written and visual content across College channels, including providing thoughtful and productive strategic and editorial direction for all members of the content team.
●    As part of a close-knit editorial team, propose story leads and innovative outreach ideas that support Lafayette’s integrated communications and marketing approach. 
●    In close collaboration with the division’s web team, especially the related director, ensure regular and dynamic improvements to top-level website content in ways that continually drive strong and positive engagement with admissions prospects and other key audiences.  
●    In close collaboration with the division’s videography and photography team, ideate, develop, and promote visual media that captivate admissions audiences and provide valuable complements to the content team’s material.
●    In close collaboration with the division’s graphics designers, ideate, develop, and produce successful print publications in service to the College’s admissions goals.
●    Working closely with the VP and Assistant Vice President (AVP), draft campus announcements and communications, especially major institutional news, to keep the campus and wider community informed and engaged in College developments.
●    In close collaboration with VP and AVP, and as an effective manager of the content team, help colleagues across campus meet the marketing needs of academic and administrative offices. 
●    Stay current with best practices in web content and the related admissions activities of peer institutions to continually shape related communications and marketing practices and messages.  
●    Conduct or review research into issues related to the College, its admissions goals, and related subjects in higher education. Analyzes and applies relevant information to shape communications strategy. 
●    As needed, manage relationships with third-party vendors involved in admissions communications and marketing and other content-related services. 
●    Perform other responsibilities as assigned. 
Minimum Qualifications:
●    Bachelor’s degree in English, journalism or related field; master’s degree preferred. 
●    Ten years of progressive experience in higher education communications and/or marketing, including supervisory experience. 
●    Proven ability to apply strategic marketing and communications techniques effectively and creatively using web, print, videography, photography, and multimedia formats. 
●    Exceptional communication skills, particularly in working well with diverse colleagues in a complex environment. 
●    Excellent writing and editorial skills, including experience with and knowledge of writing for marketing purposes and the web environment. 
●    Ability to write compelling, concise copy and develop creative concepts; to edit copy and recommend edits to other forms of content; and to produce materials under tight timelines and with limited supervision. 
●    Proven skills in problem-solving, analytical judgment, and oral presentation. 
●    Demonstrated ability to think both creatively and analytically and to synthesize ideas quickly under deadlines. 
●    Knowledge of social media sufficient to supervise and guide a related content team member.
●    Superb command of grammar and syntax. 
●    Facility with communications research methods and the determination to continue learning and expand use of these methods to improve the impact of institutional communications. 
●    The sensitivity, diplomacy, and flexibility to manage diverse campus needs and expectations.  

Interested candidates should submit a cover letter, resume, and the names and contact information (address, e-mail, and telephone numbers) of three professional references. A review of applications will begin immediately and continue until the position is filled.

Lafayette is deeply committed to creating a diverse community, one that is responsive inclusive and is supportive of each and all of its faculty, students, and staff. All members of the College community share in the responsibility for creating, maintaining, and developing a learning environment in which difference is valued, equity is sought, and inclusiveness is practiced. All Lafayette operations reflect the College’s commitment to Diversity, Equity, Access, and Inclusion (DEAI) initiatives, and Lafayette welcomes applicants from diverse backgrounds.


Working for Lafayette College

Lafayette is a private liberal arts college rated "most academically competitive" for admissions with 2,300 undergraduates studying engineering, the humanities, and the social and natural sciences. Lafayette is not only a great place for students to learn, but also a great place to work for its 650 full-time employees. 

Lafayette's faculty include 195 full-time teacher-scholars, all of whom hold a Ph.D. or terminal degree in their field. Teaching, student mentoring, and scholarship are the top priorities of the faculty at Lafayette. The educational philosophy focuses on direct student-faculty contact not only in the classroom but also in research projects and social settings.

Hailing from 39 states and 51 countries, Lafayette's students represent a wide variety of ethnic, social, cultural, and economic backgrounds. These students enrich the campus community with their ideas and experiences and, above all, their desire to learn.

Founded in 1826 by citizens of Easton, Lafayette is located in the tree-lined neighborhood of College Hill, overlooking the Delaware River and downtown Easton, a 15-minute walk from campus. The college has grown to include 60 buildings on 340 acres including a 230-acre athletic campus.

Lafayette is a leader in faculty-mentored student research, study abroad programs, internships and externships, service learning, writing across the disciplines, first-year experiences, and creative projects. It is a place of academic excellence and opportunity where every student can realize his or her full potential.

Students may earn bachelor of arts in 32 fields and bachelor of science in four engineering disciplines and nine science fields. Lafayette offers students opportunities to customize their learning that are not available at other institutions where the focus is not exclusively on undergraduates. The Lafayette Experience means discovery both in and out of the classroom, through student-centered, active learning that combines the highest academic standards with diverse extracurricular programs. Lafayette graduates are prepared for success and leadership.

About Easton

Easton is about 70 miles west of New York City and 60 miles north of Philadelphia. It has been cited as one of the best small arts town in America. The 30,000 residents of Easton live on the eastern edge of the greater Lehigh Valley, a metropolitan area with a population of 650,000. Highlights of downtown Easton include Binney & Smith's Crayola Factory, the National Canal Museum, and the historic State Theatre, which features concerts, plays and dance by visiting artists.

The city was founded in 1752 by Thomas Penn, son of Pennsylvania's founder William Penn, and is one of only three colonial cities in which a public reading of the Declaration of Independence occurred on July 8, 1776. Easton is the county seat for Pennsylvania's Northampton County.

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