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Director of Marketing and Brand Management

Bloomsburg University | Bloomsburg, PA - Posted 7 months ago

Bloomsburg University, a comprehensive public university in northeastern Pennsylvania, invites applications for the position of Director for Marketing and Brand Management.

Reporting to the Associate Vice President of Marketing and Communications (AVP), the Director for Marketing and Brand Management is responsible for developing and implementing recruitment marketing initiatives to attract both undergraduate and post-baccalaureate students to Bloomsburg University, as outlined in the University’s Institutional Marketing Plan. The Director provides strategic planning and support to University constituents for unit-specific marketing, advertising, and promotion efforts; and develops relevant sub-brands for University units that maintain and enhance the overall Bloomsburg University brand, supporting enrollment, retention, alumni engagement and stewardship goals. In collaboration with the marketing and communications team, the Director assesses and updates the University’s marketing plan, integrates promotional projects with web and social media, communications and media relations, and partners with enrollment management.

Job Responsibilities

Serve as account manager for stakeholders across the University to determine marketing and branding needs, developing marketing plans and integrating sub-brands that match the University’s overall brand identity. Understand each client’s goals as they relate to enrollment or other strategies, prepares target audience profiles and recommends effective marketing and advertising techniques, develops a budget and project timeline for each campaign. Develop and implements ROI measures for projects. At a mid-way point and after the completion of a project, the director reviews results of the campaign, provides strategic advice to the client on moving forward with improvements or continues to build promotional momentum. A full analytics report is provided at the culmination of a campaign and the director meets with the client to provide the assessment and details.

Develop, works with editors on MarComm team, and project manages marketing collateral and efforts including, but not limited to web copy, promotional emails, radio scripts, copy for print materials. Act as a resource for external vendors for media buying, mailing list providers, and other strategic marketing and branding partners. Collaborate with University and freelance designers to prepare print or digital promotional materials, recommends and directs freelance creative services such as photography or video for marketing projects. Regularly assesses and makes creative recommendations with regard to web content and opportunities for social media to support integrative marketing efforts. Routinely tests messages through a variety of research methods, including focus groups and surveys.

Work within the brand management team and the marketing division as a whole to provide input and help develop a comprehensive strategy for maintaining and enhancing the Bloomsburg University brand, both internally and externally. Prepare and submits funding requests to support new marketing, web or research initiatives.

Serve as secondary support for web and social media team, media relations and licensing.

Work with academic colleges or programs to build a marketing plan to better promote its capabilities and services. The Director for Brand Management meets with key stakeholders, determines marketing goals, researches possibilities, and collaborates within the division to build a marketing plan. The plan is reviewed with the AVP of Marketing and Communication prior to a meeting scheduled to present the plan to the client. Once approved by the client, the director oversees implementation of the marketing plan and reports status updates to the client.

Prioritize smaller incoming projects according to enrollment or timeline impact. While larger projects, such as entire marketing plans for larger university units, will be scoped by the division, smaller projects (such as marketing collateral or website updates) are scheduled and communicated with other members of the MarComm team.

Monitor annual marketing budget and meets monthly with Marketing Coordinator and AVP to review and revise allocations or activities as needed.

Provide excellent stewardship of university client budgets to support marketing and enrollment goals. Work with Marketing Coordinator on billing and focuses on providing analysis of ROI at the end of each campaign and overall on a fiscal year basis.

Act as a lead worker of the MarComm team and coordinates with student workers assigned to web/social media or design accordingly. May supervise student worker(s) or graduate assistant(s) as needed. Act as a lead worker and point of contact for external vendors or partners.

Carry out all responsibilities and objectives in a professional manner acting as an ambassador of the Bloomsburg University brand.



Bachelor’s degree required.

Minimum five (5) years of professional marketing experience at a manager level or higher is required.


Bachelor’s or Master’s degree in marketing, business, mass communication, or a related field is preferred.

Prior relevant experience as an in-house marketing/advertising manager in a large, complex organization or work as part of a marketing/advertising agency handling multiple clients, including those in higher education is preferred.

Demonstrated understanding of and experience with brand strategy and management, integrated market research and communications, social networking and the ability to apply this experience to higher education.

Experience creating detailed marketing plans, and executing on the tactics presented, and reporting the results

Preferred account management and client reporting experience.

Strong written composition and editorial skills. Strong oral communication skills.

Strong interpersonal skills and the ability to work effectively in a collaborative environment.

Ability to use independent judgment and to manage and impart confidential information.

Ability to work independently, and also to organize, prioritize and schedule work assignments.

Knowledge of editorial and publications processes, systems and procedures.

Exemplary team work and client relations skills, including dealing with students, faculty, staff, vendors, and others both in person, on the phone, and electronically.

Mastery of computer skills in the use of Microsoft Office, Google Analytics and other analytics software/interfaces, proficiency in Adobe InDesign, Adobe Photoshop, and project management software (Asana).

Demonstrated ability to multi-task, set and fulfill priorities, and meet deadlines.

Demonstrated ability to work with diverse populations.