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    Assistant Vice President, Marketing - Fort Myers, United States - The Ladders

    The Ladders
    The Ladders Fort Myers, United States

    2 weeks ago

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    Description
    Job Summary

    The Assistant Vice President, Marketing and Web Development provides vision and leadership for the University's brand awareness, donor engagement and athletics marketing campaigns and the web strategy for FGCU. Leads a high-achieving and collaborative marketing team that develops and executes traditional and digital campaigns, website and web content development, digital graphics and search engine optimization (SEO). Leads the FGCU website (and other ancillary sites) improvement strategy and day-to-day operations and maintenance. Collaborates with campus constituents to facilitate multi-channel marketing strategies to meet brand enhancement goals. Provides strategic leadership and management of university-level, college, school and department-level and athletics marketing campaigns. Helps build FGCU's reputation as a leading public university in Florida and the Southeast United States. Develops strategies that leverage marketing, advertising and branding across a variety of communications platforms. Works closely with Associate Vice President of Marketing and Communications, the UMC team and University leaders to create large-scale, overarching marketing efforts that support enhanced brand recognition.

    FGCU is a member of the State University System of Florida and an Affirmative Action and Equal Employment Opportunity and Access Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, age, disability, sex, pregnancy, national origin, marital status, genetic predisposition, sexual orientation, gender identity/gender expression, veteran status, and any other protected class(es), as required by applicable state and federal law, as well as University regulations and policies.

    Job Description

    Typical duties include but not limited to:
    • Serves as a member of UMC leadership team and leads marketing and web teams.
    • Drives strategy, development and delivery of all marketing and communications digital and traditional campaigns, including robust metrics reporting to enhance campaign effectiveness and report outcomes to clients and managing outside agencies when appropriate. This includes leading the media buying function.
    • Works in collaboration with Assistant VP of Communications on all strategic communications and social media efforts.
    • Ensures consistency of messages across all initiatives and campaigns by aligning and collaborating across UMC, athletics and key University departments.
    • Provides strategic insight and collaboration with the creative services team to ensure brand consistency across university and athletics marketing materials and advertising.
    • Identifies challenges, opportunities and emerging trends and issues likely to impact the reputation of the university. Recommends and oversees the implementation of marketing solutions.
    • Organizes and analyzes data from campaigns and website performance to report on status and recommend improvements.
    • Leads the Web Developers and University-wide website contributors' community to maintain and enhance the university website and SEO, including managing outside agencies on SEO improvement. Oversees the website functionality and athletics website in conjunction with athletics communications.
    • Oversees marketing research designed to strengthen the market position, brand and reputation of the University, and manages strategies with outside agencies to ensure a congruent FGCU brand story across all platforms.
    • Manages WordPress sites , newsroom and Foundation sites) through agency partner and the web team.
    • Owns and develops customer journey maps and personas.
    • Reports on ROI and KPIs and directs scorecard reporting for marketing and web presence for the university and athletics.
    • Prepares annual marketing plans as a part of the Annual Operating Plan budgeting process for the university and athletics. Manages the operating budget to ensure program alignment with fiscal allocation. Purchases equipment, supplies, and services in accordance with university procurement policies and procedures.
    • Monitors competition and provides ideas on how to uniquely position FGCU.
    • Engages in on-going benchmarking of best practices to ensure strong, state-of-the-art services and programs.
    Other duties:
    • Other duties as assigned.
    Additional Job Description

    Required Qualifications:
    • This position requires either fourteen years of directly related full-time experience or, as an alternative, a Bachelor's degree from an accredited institution in an appropriate area of specialization and ten years of full-time experience directly related to the job functions.
    • Progressively responsible professional full-time experience in marketing, brand management, or other relevant experience.
    • Experience with website content management systems.
    • Any appropriate combination of relevant education, experience, and/or certifications may be considered.
    • Experience operating a personal computer and proficient with Microsoft Office (Word, Excel, PowerPoint and Outlook).
    • Experience with web analytics and SEO tools (Google Analytics - GA4, SEM Rush, Screaming Frog, Crazy Egg, etc.)
    Preferred Qualifications:
    • Master's Degree from an accredited institution in marketing, public relations, communications or related field.
    • Web Development Certification - specific experience with Modern Campus Omni Update CMS
    • Google Analytics and Google AdWords Certified
    • Certified in marketing and SEO tools such as HubSpot, SEM Rush, Screaming Frog, etc. Working knowledge of email marketing tools such as Constant Contact.
    • Twelve years of progressively responsible full-time experience in marketing, brand management, or other relevant experience.
    • Experience working in higher education.
    • Hands-on experience with SEO, SEM, Social Media Ad platforms, Google Analytics, HubSpot and CRM software.
    Knowledge, Skills, & Abilities:
    • Knowledge of marketing strategies and communication principles.
    • Knowledge of media production, communication, and dissemination techniques and methods, including alternative ways to inform and entertain via written, verbal, and visual media.
    • Knowledge of supervisory principles, methods, and techniques.
    • Excellent interpersonal, verbal, and written communication skills.
    • Excellent organizational skills and the ability to prioritize and complete simultaneous projects.
    • Ability to take initiative to plan, organize, coordinate and perform work in various situations when numerous and diverse demands are involved.
    • Ability to think critically and creatively, have a high standard of integrity, and be motivated to incorporate best practices into the organizational structure.
    • Ability to exercise a high degree of independent judgement in the establishment, interpretation, application, and enforcement of all rules, regulations, and policies.
    • Ability to effectively manage the work of others by providing information, guidance, and motivation.
    • Ability to anticipate problems and address them proactively.
    • Ability to exercise discretion and good judgement at all times.
    • Ability to collect, organize, analyze and present information in a meaningful manner.
    • Ability to thrive in an organization that values the diversity of its student body and workforce and actively promotes an equitable environment.
    Salary Grade 21
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