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Assistant Vice President, Integrated Marketing
University of New Hampshire in Durham, New Hampshire
 
 
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Date Posted October 18, 2022
Category
Executive-Administrative Vice President
Salary
Salary is complemented by a comprehensive benefits package which includes medical, dental, retirement, tuition, and paid time off.
-  
Employment Type
Application Deadline Open until filled
 
 
 
 
 

Operating Title

Assistant Vice President, Integrated Marketing

Long Classification Title

Assistant Vice President, Marketing

Campus Location

Durham

Department

UNH Communication and Public Affairs - AVP Administration

Summary of Position

The Assistant Vice President, Integrated Marketing leads the development of the university’s strategic marketing and communication plans and oversees the execution of the strategies in support of the university’s mission to support student success, research, fundraising, and regional stewardship. This position leads a robust team of direct and indirect reports and oversees all integrated marketing plans with the overarching goal of driving revenue, engagement, and reputation. This role is charged with supporting the overarching university and marketing strategy via consistent brand experiences for broad audiences, including prospective students, parents, alumni, donors, faculty, staff, and state officials. They will serve as a senior leader, strategist, and partners ensuring integration and alignment among university marketing and key units: enrollment, university research, alumni and advancement, student affairs, and public affairs (i.e. Embrace NH).

This individual is a proven expert in all things related to brand strategy, marketing planning, and providing executive leadership across owned, earned, and paid channels. They collaborate with a broad cross-functional group, as well as agency partners to help develop and execute a marketing plan that includes campaign development, creative development, media placement, and analytics.
This position reports to the Chief Marketing Officer.

Acceptable minimum level of education

Bachelor's

Acceptable minimum years of experience

10+ years

Additional Job Information

UNH is a federal contractor within the meaning of the Executive Order on Ensuring Adequate COVID Safety Protocols for Federal Contractors. This position may require that you be vaccinated against COVID-19 in the future, unless you apply for and receive a religious or medical exemption. You may not test out of this requirement.

Posting Number

PS3567FY22

Other minimum qualifications

  • A Master’s degree is strongly preferred, ideally an MBA with a focus in marketing.
  • 10+ years leading marketing and /or branding teams in a complex, dynamic organization.
  • Mastery of integrated marketing strategies and tactics across all channels.
  • Exceptional conceptual ability, with the leadership and interpersonal skills needed to operationalize.
  • Significant entrepreneurial orientation is demonstrated through innovativeness, proactiveness, measured risk-taking, and results in orientation.
  • Ability to work with multiple internal and agency partners effectively.
  • Proven leadership / supervisory experience, particularly within a nested hierarchy. Demonstrated ability to grow talent, leveraging the unique skills and experiences of the team.
  • Demonstrated experience developing, socializing, and executing a marketing strategy.

The successful candidate will be a visionary strategic marketer and a skilled and experienced persuasive communicator who is able to translate complex information for UNH constituent audiences into actionable outcomes. This individual should be a responsive, positive, and amiable collaborator, who is capable of working across a complex, matrixed organization and with varying levels of the hierarchy. Applicants should be experienced in creating thorough marketing plans for broad target audiences and familiar with brand/identity development, integrated MarCom programs, digital communications, and effective design.

Additional Preferred Qualifications

Experience in higher education or other large, complex organizations.

Salary Information

Salary is complemented by a comprehensive benefits package which includes medical, dental, retirement, tuition, and paid time off.

Quicklink for Posting

https://jobs.usnh.edu/postings/51481

Percent Time Information (FTE)

1.00

Grade

36

EEO Statement

The University System of New Hampshire is an Equal Opportunity/Equal Access/Affirmative Action employer. The University System is committed to creating an environment that values and supports diversity and inclusiveness across our campus communities and encourages applications from qualified individuals who will help us achieve this mission. The University System prohibits discrimination on the basis of race, color, religion, sex, age, national origin, sexual orientation, gender identity or expression, disability, genetic information, veteran status, or marital status.

Institution Information

The University of New Hampshire is an R1 Carnegie classification research institution providing comprehensive, high-quality undergraduate and graduate programs of distinction. UNH is located in Durham on a 188-acre campus, 60 miles north of Boston and 8 miles from the Atlantic coast and is convenient to New Hampshire’s lakes and mountains. There is a student enrollment of 13,000 students, with a full-time faculty of over 600, offering 90 undergraduate and more than 70 graduate programs. The University actively promotes a dynamic learning environment in which qualified individuals of differing perspectives, life experiences, and cultural backgrounds pursue academic goals with mutual respect and shared inquiry.

The UNH Diversity Resource Guide with information and programming available in the seacoast area, New Hampshire, and the region can be found here: https://www.unh.edu/hr/diversity-resource-guide

Posting Date

09/26/2022

Open Until Filled

Yes

Posting Open to Internal Candidates Only?

No

Interested Internal Candidates Exist?

No

Job Category

Salaried Staff (Exempt)

Appointment Type

Regular

Drivers License and Physical Requirements. Please check all items that apply.

None applicable

Duty/Responsibility

LEADERSHIP
  • Supervise the Integrated Marketing Directors, and future nested hierarchy for key units: enrollment, university research, alumni and advancement, student affairs and public affairs (i.e. Embrace NH). Supervise the work of external consultants, agencies, and individuals who are retained to assist the University with matters pertaining to integrated marketing.
    • Enrollment: In partnership with the Enrollment Management team and other key stakeholders, create and execute a targeted marketing plan for recruitment of students at all degree levels on three UNH campuses & Online, reflecting differentiated enrollment goals for each specific academic unit. Focus on real-time results that engage prospective students, parents, and decision influencers (i.e. counselors, coaches, teachers, etc.) to drive applications, visits, and enrollment. Calibrate overall recruitment efforts to specific goals in the strategic enrollment management plan.
    • Alumni/Donor Engagement: In close collaboration with the Vice President for Advancement and key stakeholders, create and execute a marketing plan for alumni engagement and philanthropy. Work with Advancement unit leaders to calibrate communications and marketing activities to specific goals for each area with major emphasis on driving annual giving participation.
    • Research: In close collaboration with the Senior Vice Provost for Research, Economic Engagement, and Outreach, oversee the creation and execution of a marketing plan that projects UNH as a world-class research institution, supporting UNH’s achievement of Carnegie Foundation classification of “very high research activity”.
    • Student Affairs: In partnership with the Senior Vice Provost for Student Life and key stakeholders, create and execute a marketing plan to proactively communicate and outreach to existing students within the key focus areas: community, health and wellness, academic support, and residential life.
    • New Hampshire Impact / Engagement: In close collaboration with the Public Affairs team, oversee the creation and execution of a marketing plan that illustrates UNH’s positive economic, intellectual, cultural, technological, and environmental impact on the state.
  • Leads the development, prioritization, and cross-functional alignment with approved marketing plans and initiatives; influences stakeholders (i.e. finance, academic deans, outside agencies, and business partners) planning and priorities; ensures the execution of marketing plans to achieve revenue growth and deliver on the target audience(s) needs and expectations.
  • Builds strong relationships within a collaborative, matrix structure to ensure the achievement of university, unit, and marketing objectives are met.
  • Serve as CPA’s Integrated Marketing senior leader responsible for metrics and evaluation of key predetermined metrics and advocacy activity/outcomes; report progress to the CMO, the communications and marketing leadership team, and others on a regular basis.
  • Be an agent of change to increase effectiveness and efficiency by identifying ways to improve internal processes, streamline cross-functional requirements, and generate support and discipline for the marketing objectives.
  • Serve as a member of the Communications and Public Affairs senior management group, working collaboratively with other senior leaders to provide strategic leadership for the unit in furtherance of its goals

Duty/Responsibility

INTEGRATED MARKETING
  • Lead the development and implementation of an integrated brand strategy and strategic marketing plan that demonstrably advances the university’s strategic objectives, as well as overall goals for each unit: enrollment, university research, alumni and advancement, student affairs, and public affairs (ie. Embrace NH), as well as other high-level UNH priorities. Develop and manage budgets accordingly.
  • Thoroughly understand the UNH brand equity and positioning. Ensures that brand plans and initiatives, such as traditional and digital media, content, campaigns, and creativity fully align and strengthen the brand.
  • In partnership with the CMO, develop a marketing research agenda that addresses information gaps in the broad target audience, competitive, creative and messaging. Leverage strong insights for the brand, target audiences, consumer research and analysis, and higher ed industry to develop audience-centric annual marketing plans that drive revenue and strengthen brand equity
  • With both a broad and deep understanding of marketing channels, design, produce and maximize marketing efforts through the implementation of best practices, channel, and creative optimization, benchmarking, and audience targeting.
  • Maintains a thorough understanding of organizational and internal brand metrics and holds team accountable to the achievement of key results; contributes to revenue projections, and financial and department budget planning. Conducts ongoing evaluations of MarCom’s effectiveness. Gathering data and handling analytics (or supervising those who do) and making recommendations based on those results.
  • Partner with senior communicators, academic faculty, and leadership across the university to ensure consistent messaging and aligned strategic communication efforts. Create a comprehensive organizational-wide communications calendar and align decentralized and fragmented marcomm activities.
  • Develop, guide, and prioritize the university’s approach to commercial media; video, digital, print
  • Maintain an in-depth knowledge of best practices, channels, competition, and idols, particularly for higher education
  • Report regularly to the CMO and university leadership on Integrated Marketing activities, successes and challenges.

Duty/Responsibility

LEADERSHIP WITH DIRECT AUTHORITY
  • In partnership with CMO and other university leaders, develop plans, structure, and tools to support integrated marketing efforts throughout the university to ensure the adherence to the strategic plan and the objectives of key stakeholders’ plans and campaigns.
  • Collaborate with executive staff and academic leadership, as needed, to support integrated marketing needs that are more pervasive than the key strategic areas/audiences. Provide strategic direction, and resource allocation as necessary, and set expectations around measurement.
  • Provide consultation to ensure efforts ladder back to overarching integrated marketing plans

Duty/Responsibility

GENERAL
  • Develop standards, systems and best practices (both human and technological) for integrated marketing planning, socialization/approvals, execution and reporting.
  • Establish a process and tools to successfully liaise with internal creative, content, public relations and media teams. This should include briefs, project management processes, creative assessment meeting, etc.
  • Aid in the development of university marketing and communications processes, tools and systems to ensure alignment, information flow, best practice sharing and efficiency gains.

Duty/Responsibility

OTHER
  • Other duties as assigned, relating to integrated marketing.
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