Senior Director, Brand and Content Marketing

The mission of The University of St. Augustine for Health Sciences is the development of professional health care practitioners through innovation, individualized, and quality classroom, clinical, and distance education.

GENERAL SUMMARY

The Senior Director, Brand andContent Marketing is responsible for positioning the USAHS brand to keyconstituents through development and execution of content and social mediastrategies that maximize engagement and follower growth and encourage interestin USAHS among prospective students and other audiences. This role leads allaspects of brand and program marketing – website content, student journeymessaging, personalization, influencer activation strategies and content. Acritical outcome and KPI for this role is the generation of prospective studentleads through organic (owned and earned) channels.

As a key member of the marketingleadership team, the Senior Director, Brand and Content Marketing isresponsible for planning, developing, and executing impactful content, bothtext and visual, to drive long-term brand equity. This position is responsiblefor overseeing the creation and distribution of USAHS content across multiplechannels and digital sites. The ideal candidate is a creative strategist withstrong execution skills who understands brand development and storytelling andwill use marketing analytics and data to make decisions.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Brand Management, Storytelling, Positioning

Craft a compelling brand narrative and bringthis to life via creative marketing and channel execution

Define and communicate differentiators andoutcomes that support premium brand position and program value propositionsrelevant to the target audience

Identify and develop relevant and compellingdigital media content and creative assets for social media distribution,websites and blog

Social Media Strategy

Develop social media strategies, identifyingplatforms relevant to target audiences

Develop compelling content to engage target audiences,build active communities, encourage engagement and grow brand preference

Establish editorial calendar and direct contentcreation (copy/photo/video) for social media channel posting

Monitor community engagement and reputationsentiment

Website Design and Content

Direct website visual design and user experience

Create content that will generate traffic, engage/influencevisitors and convert to leads

Collaborate with web developers to design pagetemplates adhering to brand guidelines and positioning

Create, audit and update content, including copy,photos, videos, infographs, etc.) for web pages, landing pages and blogs

Prospective Student Nurturing

Develop and execute communication outreachstrategies to prospective students through email, SMS and other channels tobuild brand/program awareness and influence consumer behavior

Recommend communications flow, develop content,collaborate with Marketo team to coordinate implementation

Collaborate with enrollment team to identify andexecute outreach efforts to drive pipeline performance

Marketing Effectiveness Evaluation and Analytics

Set marketing channel goals: work with field recruitment, enrollment andchannel-marketing managers to develop a clear marketing tactical plan andchannel-specific goals (i.e., direct mail, web marketing, paid search, etc.)

Track performance of marketing strategy throughmeasurement and analysis of prospective student inquiries, conversion, andretention to understand effectiveness and ROI

Measure, report and analyze all marketingactivity, quantify expected results and track performance to drive businessgrowth

Professional Development

Lead and coach a team of marketing professionalswith appropriate skill set and experience to achieve marketing/business goals

Interface with academic partners to ensure clearunderstanding of program elements such as admissions requirements, coursecurriculum, program outcomes and differentiators, and professionalaccreditations

OTHER DUTIES AND RESPONSIBILITIES

May perform other duties and responsibilities thatmanagement may deem necessary from time to time



POSITION IN ORGANIZATION

Reports to: ChiefMarketing Officer

Positions Supervised: Marketing Specialist (social media), Marketing Coordinator(generalist)



TECHNICAL, MANAGERIAL & PEOPLE SKILLS REQUIRED

To perform this jobsuccessfully an individual must be able to perform each essential dutysatisfactorily. The requirements listedbelow are representative of the knowledge, skill, and/or ability required. Incumbents will be evaluated, in part, basedon performance of each essential function. Reasonable accommodations may be made to enable individuals withdisabilities to perform essential functions.

EDUCATION and/or EXPERIENCE

Minimum 10+ years marketing managementexperience required

Bachelors' degree in marketing, management,communications or related field required, MBA or graduate level educationdesirable

Proven experience leading external creativeagencies in the development of content and campaign creative (initialbriefings, storyboards, video, and static creative, etc.)

Experience with new and existing social mediaplatforms and a technical understanding of how to generate awareness andengagement

Ability to streamline processes and develop anefficient pipeline for asset creation

Experience in understanding market research and businessanalytics; capable of spotting trends leading to marketing innovation

Experience in developing marketing plans andtactics to drive lead generation, conversion and retention

Must be intelligent, professional, mature andwell-organized

Must have experience developing and managing abudget and understanding financial implications of marketing programs

Strong presentation skills. Excellent oral andwritten communications skills

Strong relationship building skills

A good listener and collaborator

High level of enthusiasm and dynamism, functionswell in a team-driven and highly creative environment

Strong organizational, prioritization and timemanagement skill

Demonstrated ability to work in a high-pressure,deadline-oriented environment, handling multiple projects and priorities

Previous experience in the higher educationmarketplace is a plus



LICENSURE and/or CERTIFICATION

N/A

TRAVEL

Ability to travel domestically arequirement of the position

BUSINESS COMPETENCIES

To perform the job successfully, an individual shoulddemonstrate the following competencies:

Collaborates- Building partnerships and working collaboratively with others to meetshared objectives.

BeingResilient - Rebounding from setbacks and adversity when facing difficultsituations.

InstillsTrust - Gaining the confidence and trust of others through honesty,integrity, and authenticity.

DrivesResults - Consistently achieving results, even under tough circumstances.

Innovation- Creating new and better ways for the organization to be successful.

CustomerFocus - Building strong customer relationships and deliveringcustomer-centric solutions.

DrivesEngagement - Creating a climate where people are motivated to do their bestto help the organization achieve its objectives.

PeopleLeadership - Leads by example when it comes to finding and developingtalent, with a focus on talent acquisition strategies, setting performancetargets that raises standards and development of high potential talent.

WORK ENVIRONMENT
Work is performed primarily in a standard office environment but may involveexposure to moderate noise levels. Work involves operation of personal computerequipment for six to eight hours daily and includes physical demands associatedwith a traditional office setting, e.g., walking, standing, communicating, andother physical functions as necessary.

The University of St. Augustine for Health Sciences is an equal opportunity at will employer and does not discriminate against any employee or applicant for employment because of age, race, religion, color, disability, sex, sexual orientation or national origin.