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Executive Director of Marketing (UWW/Flex)

University of Massachusetts Amherst
UMass Amherst

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Executive Administration Jobs
C-Level & Executive Directors
Administrative Jobs
Institutional & Business Affairs, Communications & Marketing
Employment Type
Full Time
Institution Type
Four-Year Institution

Job Details

Job no: 521049
Work type: Staff Full Time
Location: UMass Amherst
Department: Online Education
Union: PSU
Categories: Public Relations, Marketing, Communications, PSU A

About UMass Amherst

UMass Amherst, the Commonwealth's flagship campus, is a nationally ranked public research university offering a full range of undergraduate, graduate and professional degrees. The University sits on nearly 1,450-acres in the scenic Pioneer Valley of Western Massachusetts and offers a rich cultural environment in a bucolic setting close to major urban centers. In addition, the University is part of the Five Colleges (including Amherst College, Hampshire College, Mount Holyoke College, and Smith College), which adds to the intellectual energy of the region.

Job Summary

Executive Director of Marketing reports to the Senior Vice Provost for Lifelong Learning (with a dotted line to the Associate Provost for Interdisciplinary Programs), and is responsible for creating and supporting visionary and dynamic campaigns for innovative programs in the Flexible Education (FlexEd) and University Without Walls (UWW) divisions. Partners closely with University Relations and various Schools/Colleges to build brand recognition, cross-university messaging programs (particularly at the Mt. Ida campus), and supports strategic initiatives that promote UMass on regional, national, and global levels.

FlexEd/UWW is an ~$80m revenue operation that supports students at all stages of life with accessible and adaptable flexible learning opportunities. The Flexible Education Division is responsible for overseeing and administering the UMass Flex strategic initiative ( In the UWW academic unit, native programs include pre-college, adult degree completion, Exploratory Pathways, Bachelor's Degree with Independent Concentration (BDIC), Interdisciplinary Exploratory Track, IT Minor and associated programs, and Professional Programs, among others (

Essential Functions

  • Strategic Planning: Leads a strategic market planning process from ideation to tactical execution, measurement, and improvement, which includes working collaboratively with schools/colleges/units to consult with, help build and execute on their synergistic plans that map to FlexEd/UWW’s strategic plan and their specific goals.
  • Managing and Mentoring: Directly supervises one professional staff member and supports the leadership of a team that delivers high quality advising and support to prospective students. The range of educational options to prospective students can include non-credit workshops, professional development certificates, non-degree and degree offerings (undergraduate and graduate level). This team is trained in using customer relationship management (Salesforce CRM) and complex communications (Marketing Cloud) tools to effectively guide and support prospective students. The team conducts one-on-one pre-admission advising sessions with students to review preliminary transfer credit evaluations and possible course of studies.
  • Brand: In collaboration with University Relations, be a champion of the FlexEd/UWW brands. Helps design, runs, measures, and tunes integrated brand initiatives for both the Be Revolutionary campaign and specific FlexEd/UWW campaigns that increase awareness and positive perceptions of UMass.
  • Content: As part of brand building, and to meet UMass strategic goals, creates and runs an overall content plan in collaboration with the Director of Content Strategy and partnering with University Relations (UR) colleagues and schools, colleges, and units.
  • Data and Analytics: Leads and manages end-to-end marketing analytics in collaboration with the analytics lead, Marcom teams, UR, schools/colleges/units, and third-party vendors. Develops a strong measurement strategy to improve the return on our brand marketing and specific programmatic efforts. Leads efforts around business planning including goal setting. Helps stakeholders use analytics to define goals/KPIs and monitor performance to identify trends and opportunities.
  • Admissions: Works directly with both on-campus and off-campus admissions units to refine and build marketing strategies and tactics to support enrollment growth goals and objectives by leveraging the Flexible Education and University Without Walls brands, respectively.
  • Collaborates with on and off campus partners as it relates to brand strategy, development, and promotion increasing the target population's engagement with UWW and the Flexible Education division.

Other Functions

Performs other duties as assigned.

Minimum Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)

  • Bachelor’s degree.
  • 7+ years of demonstrated success in relevant marketing roles required; data-driven expertise in marketing, branding, and digital tactics.
  • Proven expertise as both a strategic thinker and a project manager with a keen ability to synchronize the two.
  • Demonstrated ability to develop and implement innovative marketing techniques that utilize budget resources effectively and efficiently.
  • Catalyst for change: someone who is willing to challenge the status-quo and has well thought out recommendations and ideas.
  • Effective leader who is adept at managing change, can build strong relationships with people from diverse areas of the university and inspire those outside their direct sphere of control.
  • Intellectual horsepower to drive and reward new ideas and calculated risk-taking.
  • Experience working in an organization with multiple “divisions.” Ability to work at a very high level with leadership across the university on academic and non-academic efforts.
  • Ability to work collaboratively with others; excellent listening skills with a high energy/drive and a relentlessly positive attitude.

Preferred Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)

  • A solid mix of public/private industry, higher-education, and nonprofit experience desired.
  • Master’s degree highly desired.

Work Schedule

  • Monday – Friday, 8:30 AM – 5:00 PM
  • Some nights and weekends may be required.

Salary Information

Level 32

PSU Hiring Ranges

Special Instructions to Applicants

In addition to the application, please submit a resume, cover letter, and three (3) professional references.

UMass Amherst is committed to a policy of equal opportunity without regard to race, color, religion, caste, creed, sex, age, marital status, national origin, disability, political belief or affiliation, pregnancy and pregnancy-related condition(s), veteran status, sexual orientation, gender identity and expression, genetic information, natural and protective hairstyle and any other class of individuals protected from discrimination in employment, admission to and participation in academic programs, activities, and services, and the selection of vendors who provide services or products to the University. To fulfill that policy, UMass Amherst is further committed to a program of affirmative action to eliminate or mitigate artificial barriers and to increase opportunities for the recruitment and advancement of qualified minorities, women, persons with disabilities, and covered veterans. It is the policy of UMass Amherst to comply with the applicable federal and state statutes, rules, and regulations concerning equal opportunity and affirmative action.

Advertised: Oct 6 2023 Eastern Daylight Time
Applications close:


The University of Massachusetts Amherst is one of the preeminent public research universities in America. Nestled in idyllic Amherst, Massachusetts—often called “The top college town in North America”—the campus is consistently ranked among the top public research universities in the nation, and offers a rich cultural environment in a rural setting close to major urban centers. 

As one of the nation's top public research universities – as measured by national and international rankings, academic citations, and research funding – the campus spends more than $180 million on research each year, demonstrating its contribution to the nation’s position as a technological and economic leader. The university works in conjunction with academic, government, and private partners to translate new knowledge and scientific discoveries into technical innovations and scholarly works that create opportunities for students, faculty and the public. 

Eight schools and colleges offer more than 85 undergraduate majors, 68 master’s and 48 doctoral degree programs, many counted among the top programs in the nation and world. UMass Amherst is also home to New England's premier honors college.

The 1,159 full-time faculty members are dedicated teachers and world-renowned researchers and the campus has regularly been listed among the top performers in terms of faculty awards. With over 24,000 students from all 50 states and over 70 countries, the student body is the most academically successful in the history of the campus. Students participate in 240 organizations, 21 NCAA Division I athletic teams, extensive intramurals, living-learning residence halls, community service, and internships. With one of the largest residential life systems in the nation, UMass Amherst houses approximately 12,000 students on campus. The university is enjoying a facilities renaissance, including new buildings in the sciences, the arts, and recreation. UMass Amherst is part of the Five College consortium with Smith, Mount Holyoke, Hampshire and Amherst colleges.

As an employer, the University of Massachusetts Amherst is a national leader in developing family-friendly policies, benefits and amenities designed to help faculty members develop both productive careers and satisfying personal lives. The university offers one of the nation’s most generous parental leave policies. The university is also part of the Academic Career Network, a regional consortium formed to serve dual-career couples and encourage greater diversity in the academy.


Company info
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