Brand Marketing, Associate Director

Opening

Full Time 40 hours Range URG 115 Ofc University Mkting & Comms

Responsibilities

GENERAL PURPOSE:

Reporting to the Director, Brand Marketing, this position provides leadership, support, guidance and strategic oversight for the Universitys brand and brand advertising efforts. Leads efforts to launch targeted advertising campaigns to help drive positive perceptions with key external audiences. Works in partnership with the Director to manage the development and implementation of a comprehensive enterprise brand marketing strategy that promotes the mission, vision, and services of the University. Leads efforts to establish, maintain and manage a student marketing advisory council, and a marketing subject library. Manages resources and relationships across the University to ensure alignment to the University brand guidelines. This role proactively identifies areas for greater coordination as well as partners with stakeholders throughout the University when tailored analysis and guidance is required. Leads the development of and assists with the rollout of a subset of enterprise-level, overarching marketing and advertising campaigns and materials, e.g., signature marketing materials, Universitys `always-on profile elevation campaign to extend the awareness, position understanding and positive perceptions with global target audiences and targeted campaigns around reputation building.

A problem-solver, strategic-thinker and leader who translates big-picture marketing vision to implementable operational plans, and a dot-connector who understands how our marketing efforts work together to build our brand, this role ensures projects stay on-time and on-budget while managing relationships and mobilizing resources to meet goals. Provides counsel and recommendations to the AVP Marketing and Director of Brand Marketing as needed.

RESPONSIBILITIES:

• Assists the Director of Brand Marketing to establish and launch an overall `One University brand strategy, including defining the brand's positioning, architecture, values and messaging platform. Ensures all marketing materials and communications accurately represent the brand's values, tone, voice and look/feel including digital, print, offline and more. Researches industry standards, develops templates, develops and leads focus groups, and creates education materials. Responsible for developing a marketing subject library of current students, faculty and alum that can be leveraged as subjects for national and global marketing campaigns.
• Leads the development of targeted national and global rankings marketing campaigns in alignment with overall brand strategy. Drives the development and execution of these targeted campaigns (paid and organic) and initiatives to help raise global, national, and local awareness, position understanding and positive perceptions of the University of Rochester. Ensures brand strategies and approaches are actioned appropriately, and marketing/ communications tactics are aligned and coordinated. Monitors and measures execution of plans and develops measurement and analysis dashboards. Utilizes data-driven insights to refine brand marketing strategies, measure campaign effectiveness and optimize resource allocation. Responsible for coordinating the reporting out on campaign effectiveness.
• Leads efforts around brand aligned research storytelling working closely with the Office of Research and Content teams. Responsible for research idea sourcing, ideation, and partnering with writers on pitching and content creation. Also leads efforts to develop a plan to establish a Student Marketing Advisory Council. In partnership with Student Life as needed, recruits students to the council and organizes, hosts, and manages quarterly council meetings to test new marketing ideas and creative direction. Conducts informal focus groups.
• Leads efforts around the development of key signature marketing materials that further tell the `One University story. These materials extend beyond print and include digital and multimedia materials. Cultivates positive relationships with key stakeholders with the University Marketing and Communications team and partner groups within the schools/units, and serves as a brand ambassador to further the mission and vision of the UR Marketing and Communications strategy and alignment with the strategic vision and goals of the University. Interprets brand guidelines and communicates and educates colleagues on branding, brand architecture and use of name/visual guidelines. Ensures appropriate application of guidelines among users, and provides education and training on appropriate use by organizing and leading working sessions. Manages brand and related inquiries from internal constituents to provide clear and timely feedback in partnership with Creative team.
• Monitors and analyzes peers and industry standards to provide guidance for latest brand resource tools, trends and opportunities. Completes audits or assessments as requested to inform efficient decision making and scalable guidance. Gathers and synthesizes data; uses this data to produce regular reports to UR Marketing and Communications leadership team. Identifies themes among brand inquires and challenges to inform opportunities where brand guideline and resource updates are needed.
• Consults with freelancers and agency partners, enlisted by our university colleagues, to ensure brand alignment. This may require representing the University Communications team in meetings and/or on committees for specific brand projects. (ex. high-profile building signage; wayfinding, brand asset and guidance to individual units outsourcing brand and marketing efforts).
• Co-leads efforts to provide input into the Universitys global social media program and enrollment marketing initiatives to ensure coordination and brand alignment. Partners with the Digital team to advance brand aligned digital experiences and transformation. Serves as a dot-connector across all enterprise level marketing efforts, ensuring consistent brand alignment in look, feel and messaging, while looking for efficiencies of assets.

Other duties as assigned

QUALIFICATIONS:

• Bachelor's degree in Communications, Marketing, Business Administration or related field required;
• Masters degree preferred.
• 7 years of relevant and progressive experience required.
• 3 years of supervisory experience preferred;
• Or equivalent combination of education and experience required.
• Experience working in marketing, advertising, marketing research, or analytics preferred.
• Experience working in or with higher education with a focus on brand, marketing strategy, enrollment marketing, or communications preferred.
• Ability to connect dots across multiple campaigns to drive an enterprise-level approach to brand strategy and execution Ability to connect dots across multiple campaigns to drive an enterprise-level approach to brand strategy and execution required.
• Understanding of and experience with brand expression. Knowledge of how to bring a brand to life through strategic marketing campaigns preferred.
• Strong interpersonal, oral and written communications skills required.
• Ability to interface effectively with leaders and staff at all levels, including internal and external customers required.
• Ability to lead teams, vendors and consultants. Ability to influence others and decisions preferred.
• Experience with paid marketing and digital advertising campaigns preferred.
• Ability to gather, analyze and provide data and market intelligence required.
• Ability to manage stressful situations in a solution-oriented way required.
• Excellent organizational skills with strong attention to detail and follow up required.
• Ability to oversee and execute multiple projects simultaneously while working effectively under pressure. Demonstrated ability to think both creatively and analytically and to synthesize ideas quickly under deadlines required.
• Demonstrated proficiency in writing and editing content required.
• Media buying experience preferred.
• Client relations experience preferred.
• Ability to provide context and/or reshape material as needed in a fast-paced, high-demand environment required.

The University of Rochester is committed to fostering, cultivating, and preserving a culture of equity, diversity, and inclusion to advance the Universitys mission to Learn, Discover, Heal, Create and Make the World Ever Better. In support of our values and those of our society, the University is committed to not discriminating on the basis of age, color, disability, ethnicity, gender identity or expression, genetic information, marital status, military/veteran status, national origin, race, religion/creed, sex, sexual orientation, citizenship status, or any other status protected by law. This commitment extends to the administration of our policies, admissions, employment, access, and recruitment of candidates from underrepresented populations, veterans, and persons with disabilities consistent with these values and government contractor Affirmative Action obligations.

How To Apply

All applicants must apply online.

EOE Minorities/Females/Protected Veterans/Disabled

Pay Range

Pay Range: $96,860 - $145,290 Annually

The referenced pay range represents the minimum and maximum compensation for this job. Individual annual salaries/hourly rates will be set within the jobs compensation range, and will be determined by considering factors including, but not limited to, market data, education, experience, qualifications, expertise of the individual, and internal equity considerations.