Position Description Cover Sheet

Transcription

1 Position Description Cover Sheet In order to make an objective and accurate evaluation of a position, it is very important that the position description (PD) contain relevant data. Therefore, please provide all information requested and forward this form through the division dean to the Human Resources Office for classification. Title Executive Director of Marketing and Communications Division/department ADV/MAR Campus La Plata Check one: New PD Revised PD XXXX_ No changes to PD Please identify any similar positions already established within the department Reports to (Signature) Approval (Signature - Second-Level Supervisor) Approval (Signature - Dean or President) Account code(s) Work schedule FOR HUMAN RESOURCES DEPARTMENT USE: Position number Grade Statistical group Exempt / Non-exempt Requires Financial Disclosure Statement If the employee s primary position is EXEMPT, there are no limitations for working in a secondary position. If the primary position is NON-EXEMPT, the following rules apply: 1. The employee cannot hold credit or credit-free part-time faculty positions unless a special exception is made by the division dean. 2. The employee must record the total combined hours worked on the system-generated time sheet which is distributed each pay period. The employee is responsible for obtaining the signatures of both supervisors on this time sheet. 3. The employee's total combined hours worked for all positions should not exceed 40 hours in a workweek.

2 The Executive Director of Marketing and Communications works with senior executives, midlevel managers and the college community to create and sustain an outstanding positive image of the college through well-defined integrated marketing and communications strategies and techniques including: advertising, direct mail, campus promotions, social media, web, video, electronic marketing, presentations, scheduling, and content distribution. Provides senior management with data-driven market intelligence to formulate effective marketing strategies and tactics. Develops and executes marketing and enrollment campaigns and communications targeted to specific audiences for recruitment and retention of students, customers and employees. Markets and promotes college products and services by: 1) building and maintaining brand awareness; 2) generating qualified lead prospects for conversion to student/customer; 3) performing market research and data mining; and, 4) and promoting the distinguishing characteristics and statistics of the college. Principle Duties and Responsibilities: Prioritize tasks and responsibilities and summarize them below. Brand Management (20%) Consistently promotes the college s mission, vision and strategic initiatives. Owns and leads brand positioning, brand management and product/service messaging for the college s diversified target audiences. Provides synergistic and innovative creative direction on brand-level video, web, and graphic design projects Provides guidance and direction for all environmental branding on all campuses and sites. Ensures consistency and integrity behind the college s brand and brand guidelines. Leads and manages creative teams responsible for telling the college s story. Integrated Marketing and Communications (35%) Leads a collaborative integrated marketing team including: product marketing, segment marketing, brand, creative, media, digital and social marketing, and subject experts. Co-chairs and leads the Web Advisory Council (WAC).Utilizes available data, conducts market research and assists with the interpretation of data in relation to marketing goals and objectives. Leads in the development of marketing campaigns and ensures consistency and effectiveness. Develops and uses effective channels of distribution to communicate and promote college programs, services and activities. Works with customers to define goals and determines the integrated marketing objective(s), strategy(ies) and target audiences to meet those goals. Balance and develop the right marketing mix for each integrated marketing campaign. Monitors all campaigns/advertising impact, effectiveness and ROI, where possible.

3 Evaluates, selects and manages outside vendors as appropriate including scopes of work, contracts, budgets and vendor deliverables. Creates strategies and oversees the mail, distribution and fulfillment function as it relates to integrated marketing and communications. Enrollment Management Campaigns, Promotions and Advertising (35%) Assumes a leadership role when facilitating and working with college departments and committees to define marketing goals, provide resources and data, and implement measurable recruitment marketing strategies. Works closely with the Strategic Enrollment Management Committee (SEMC) at the college to meet or exceed enrollment goals for all credit, continuing education and corporate training projections. Develops effective enrollment management campaigns with EMT segmenting target audience leads and conversion rates. Leads the CRM creative services workflow, communications and distribution channels and processes and tracks results for all college users (credit and continuing education). Other (10%) Budgets, allocates and reallocates the resources necessary to implement the colleges marketing strategies. Supports the CSM Foundation to ensure that development and fund-raising activities are linked to and supported by the college s marketing efforts. Supports all advocacy work through supporting campaigns, materials and social media. Develops and implements strategies for optimization of scheduling and facility usage. Identifies and capitalizes on facility co-sponsorship opportunities. Recommends or provides training of college employees on marketing and web-related topics. Measures and reports on effectiveness of marketing, communications, distribution and scheduling initiatives. Drafts reports and presentations as requested by the VP of ADV and the President s Office. Attends events, mixers, and other community functions as a representative of the college. Performs other duties as assigned. 1. Education/Knowledge Required: Specify required degrees necessary for satisfactory performance. Include experience, special skills or abilities. Bachelor s degree in marketing or similar field required, Master s degree preferred; 5-7 years of marketing and communications experience, preferably in

4 higher education; 5 years of supervisory experience; budget management experience. Excellent understanding of current and emerging digital media and communication and marketing technology platforms. Dynamic public speaking and presentation skills; act as a subject matter expert to senior administration and college community Understands market and institutional research and successfully develops measurable outcomes and assessment strategies to formulate data-driven decisions. Knowledge of public sector/higher education federal and state regulations and compliance. Proven leadership experience in enrollment management for credit and non-credit programs and courses and college marketing initiatives Excellent writing and proofing skills. Willingness to work flexible hours. Excellent interpersonal, organizational, and communication skills required to work effectively with diverse internal and external populations Demonstrated ability to build consensus in a service-oriented environment Must be insurable under the college s vehicle insurance plan. 2. Supervision: List all position titles reporting directly to this position, full-time or parttime (list hours per week). Include student assistants and part-time faculty supervised in a typical semester. If none, so state. Director, Creative Services, full-time Director, Web, full-time Coordinator, Marketing, full-time (Project Manager) Coordinator, Interactive Media, full-time Coordinator, Mail & Distributions Services, full-time Coordinator, Scheduling & Conference Services, full-time 3. Identify contacts required within and outside the college, and purpose of contacts. (Example: Contacts vendors for supplies and materials; or meets with tri-county public and private employers to determine training needs). Extensive contacts throughout college community -- ranging from the President and senior administration, all divisions and departments Student body Vendors Community stakeholders, business leaders, college donors, and legislators Marketing professionals at other community college and other affinity contacts 4. Identify guidelines, procedures and instructions or regulations and laws within which the position functions. Be specific. College policies

5 Trademark law Copyright law FOIA COMAR FERPA, Title IX, Title IV, Cleary Act, Americans with Disabilities Act and other federal and state regulations 5. Describe the fiscal responsibility. Include total dollars that the position directly controls. If none, so state. Planning and administering MAR budget of approx. $2.3M, including salaries. Responsible for financial planning, control, and administration of accounting and other financial reports related to food services. 6. Describe the physical working environment and list any hazardous and toxic substances used in the performance of duties. Office environment.