Position Title: Communications & Marketing: Associate Vice President for Communications & Marketing
Department: 7010|Communications & Marketing
Responsibilities:
The University of Louisiana at Lafayette seeks candidates for the position of AVP for Communications & Marketing, reporting to the VP for Advancement and advising the President and senior leadership. This position will be responsible for the overall communications and marketing strategy aligned with institutional priorities, including developing and implementing a comprehensive enterprise strategic communications, marketing and public affairs plan that supports academic, enrollment, advancement (alumni and development), research and other institutional goals and objectives.
The AVP will:
Be a strategic advisor to University leadership for communications and marketing strategies, plans and their implementation
Lead and manage a central communications and marketing team (including branding, reputation management, news media, presidential speeches and presentations, publications, website, social media and creative team)
Oversee communications for the upcoming comprehensive campaign (fundraising)
Partner with Enrollment Management to plan and manage enrollment marketing communications
Supervise trademark licensing, sponsorships, advertising and other revenue-generating initiatives
Serve as a member of the University’s Council (President’s cabinet)
The AVP will initiate and track brand and market research and be expected to demonstrate a sophisticated understanding of how to best impact important constituencies regionally, nationally and internationally. This includes the development and implementation of the University’s integrated brand vision, strategy and marketing campaigns to differentiate the institution, position it for further leadership in the state and region, fulfill enrollment goals and strengthen its contributions to economic development and education in Acadiana.
ESSENTIAL DUTIES AND RESPONSIBILITIES
Provide strategic vision and leadership for a robust University communications and marketing portfolio designed to increase brand visibility and differentiation, strengthen its reputation, grow revenue in specific areas and maximize commercial benefit to the University
Conduct a comprehensive assessment, strategic development and implementation oversight of a University Marketing Plan that includes the key areas of brand identity and management, Enrollment Marketing, University Advancement, Trademark Licensing, Advertising and Sponsorships and others as determined
Work closely with Enrollment Management, academic and other University leadership to plan and facilitate an integrated enrollment marketing communications program and programs for various enrollment initiatives (such as online growth)
Oversee development communications overall including as communicators director for the upcoming comprehensive campaign (as part of the Advancement senior team)
Lead and direct the marketing and communications staff – a diverse 15-member team of content developers, graphic designers, media specialists, digital and visual communications specialists and project managers; coordinate at the strategic and management levels with other University departments
Serve as the University’s chief spokesman and lead the news media team
Create a collegial, service-oriented program and work environment, motivating staff and cultivating productive, collaborative relationships with faculty, staff, students, alumni, friends and other University constituencies
Utilize a research-based approach and prioritize data analysis for decision-making to identify key messages and audiences; conduct market and brand research; evaluate campaigns for impact, effectiveness and planning
Advise the President and senior leadership on national positioning opportunities and collaborate with other leaders and programs to plan and execute external outreach efforts and marketing campaigns
Play a leadership role in the University’s crisis communication strategy and response.
Qualifications:
MINIMUM ACCEPTABLE QUALFICATIONS
Education: A bachelor’s degree from a four-year college with a major in marketing, communications, public relations, journalism, business administration or a related field is required. A master’s degree and/or a professional certification in marketing or public relations is preferred.
Experience: At least seven to ten years of progressive experience in marketing and/or communications is required. This includes positions in one or more of the following settings – education, not-for-profit, government, business and/or industry; a record of success in progressively responsible positions and at least three years of management experience in one or more of these areas – marketing, public relations, strategic communications, media relations or publications. Appreciation for and understanding of academic culture and the university environment and mission are preferred.
Skills: Demonstrated success in achieving organizational goals/metrics and a successful track record of developing and implementing multi-faceted marketing and communications strategies and research-based marketing plans and campaigns in a complex environment are required.
Other required skills are:
Leading and building relationships with cross-functional teams
Developing and managing a team that exhibits core values of customer service, user-experience and metrics
Exceptional skills in communications, marketing and interpersonal relations
Experience in digital marketing and technology
Expertise in making presentations, public speaking and negotiating with all key constituents
A commitment to an understanding and awareness of national dialogue and sensitivities
Other: The scope of the job frequently requires attendance at evening and/or weekend activities, meetings and seminars.
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