Associate Vice President for Marketing

Position Information

University Code 13613 University Title Deputy Chief Communications Officer 3 University Job Family Communications ORP Eligible Yes For more information on ORP, visit: Retirement Plans
Recruitment Pool All Applicants Recruitment Type Single Title Scope of Search Regional Working Title Associate Vice President for Marketing Position Number 592540 Is this employee on a H1B Visa? No Position Type Staff Job Status Full-Time FLSA Indicator Exempt Employee Group Executive & Senior Level Leadership Department University Marketing Organizational Overview

At VCU, we Make it Real through learning, research, creativity, service and discovery — the hallmarks of the VCU experience. A premier, urban, public research university nationally recognized as one of the best employers for diversity, VCU is a great place to work. It’s a place of opportunity, where your success is supported and your career can thrive. VCU offers employees a generous leave package, career paths for advancement, competitive pay, and an opportunity to do mission-driven work.

Position Primary Purpose and General Responsibilities

As VCU’s integrated communications and marketing office, the division of university relations is energized by diversity and inclusion, and thrives on collaboration and innovation. University Relations reflects the culture of the university and health system community in our work. We leverage the power of our institutional knowledge to deliver results, foster an equitable and supportive work environment to empower their talent and work hard to tell impactful stories about VCU and VCU Health.

The Associate Vice President ( AVP ) for University Marketing is a brand champion who is responsible for shaping how we tell a VCU story that embraces and centers the voices of all our community. The AVP manages branding for a university and health system that are grounded in inclusion, empathy, humanity and well-being. The AVP drives the performance and results of the University Marketing department and is committed to diversity, equity,
inclusion and engagement.

The AVP will work closely with the VP for UR to develop and implement a strategic integrated marketing communications and operational plan that supports the university’s strategic plan. Through a customer-service focus, the AVP will ensure the department 1) is a trusted, collaborative and responsive partner that professionally addresses opportunities and concerns; 2) is comprised of diverse thought leaders whose opinions are sought after and respected; 3) creates creative, strategic, informative and entertaining content and campaigns; and, 4) encourages new ideas by questioning the status quo.

The associate vice president of marketing will perform the following duties as a part of the role:
• Lead the development, adoption, alignment and growth of VCU’s brand strategies, architecture and positioning to achieve significant positive marketplace impact in areas of academic reputation, student recruitment and retention, fundraising, research renown and more.
• Lead the marketing department, including print and digital design, operations, editorial services, media buying and planning, photography and video.
• Supervise direct reports, managing their performance, mentoring them, and providing opportunities for their professional growth.
• Work with university leadership and other partners to develop strategic approaches and creative programs that promote their areas effectively, incorporating and building upon the VCU brand.
• Assist the VP in the successful launch of the brand program to the VCU community; provide leadership and counsel on marketing, branding and creative issues for the VP and other senior university officials.
• Develop productive internal relationships at VCU, specifically with unit-level marketing staff providing expert counsel and becoming a trusted leader and advisor for the community’s branding and marketing needs.
• Lead and serve on cross-functional teams for university initiatives to represent and advocate for a marketing perspective to be factored into decision-making.
• Work closely with colleagues in operations, executive communications, public relations and special events, coordinating all marketing activities into a compelling, coherent integrated marketing communications effort.
• Develop methods to measure the effectiveness of integrated marketing communications programs, providing regular updates to the Vice President.
• Develop systematic, efficient and effective methods to manage marketing communications budgets and workflow — meeting deadlines and achieving high quality and performance.
• Create a fun, inclusive place to work while building a strong rapport with staff

Minimum Hiring Standards

The ideal candidate will bring a distinguished, proven record of success, and must have significant leadership experience appropriate to the size and complexity of VCU and VCU Health. The next AVP should possess the following qualities and experiences:
• Master’s degree or equivalent experience in marketing, advertising, communications, business administration or a related field.
• Strategic thinker with seven or more years of experience in creating brand initiatives, authentic storytelling, and leading successful integrated marketing and communications campaigns for a large, complex, culturally diverse institution, preferably in higher education
• A portfolio of outstanding creative work and experience across multiple disciplines and platforms: paid media, digital, social, print/collateral, websites, photography, video, etc.
• Ability to convey information and content in ways that engage and excite audiences including prospective students and their families, alumni, and the wider public
• Demonstrated track record in delegating effectively, contributing to hands-on creative efforts, generating and measuring strong results, and working collaboratively with public relations to amplify the brand
• Excellent strategic skills, with the ability to distill market trends, research, business data and product attributes into impactful messaging and programming
• Ability to manage multiple initiatives, meet deadlines and manage budgets;
• Exemplary leadership skills including but not limited to: visionary, collaborator, communicator, values-driven
• Demonstrated track record in fostering a diverse and inclusive environment through communications/marketing work, operations and interpersonal relationships
• Demonstrated ability to create productive relationships with the VCU community, providing expert counsel to become a trusted leader and advisor for the community’s branding and marketing needs
• Superb creative instincts with the ability to inspire creative teams and advocate effectively for creative solutions and for brand consistency
• Demonstrated ability to successfully motivate staff to achieve excellence and a strong commitment to personal and professional development

Preferred Hiring Standards

• Experience in communications at a higher education institution, large healthcare system; or with government,
federal, or state organizations
• An appreciation for the history, achievements, and aspirations of VCU, and the ability to articulate those to a
diverse audience in an effective and eloquent manner
• General understanding of public safety communications, including Clery Act requirements

Required Licenses/ Certifications Anticipated Hiring Range Comensurate Application Process/Additional Information

While this is a staff position, a diversity statement is required as part of the application process. Further instructions and information on the diversity statement can be found here https://provost.vcu.edu/faculty/prospective/

Campus Monroe Park Campus Hours/Week 40 Normal Work Days/Hours Monday - Friday Job Open Date 05/05/2021 Posting will close on or before Open Until Filled Yes Job Category Accounting/ Management/ Professional Is this a restricted position? No Is this position eligible to participate in alternative work arrangements? Yes Sensitive Position No Resource Critical Yes Quick Link https://www.vcujobs.com/postings/105846 Posting Specific Questions

Required fields are indicated with an asterisk (*).

Optional & Required Documents
Required Documents

1. Diversity Statement (Required for all Faculty)

Optional Documents

1. Cover Letter/Letter of Application
2. Other Document
3. Resume