Assistant Vice President, Integrated Marketing

• Master's degree strongly preferred, ideally an MBA with a focus in marketing.
• 10+ years leading marketing and /or branding teams in a complex, dynamic organization.
• Mastery of integrated marketing strategies and tactics across all channels.
• Exceptional conceptual ability, with the leadership and interpersonal skills needed to operationalize.
• Significant entrepreneurial orientation demonstrated through innovativeness, proactiveness, measured risk-taking, and results-orientation.
• Ability to work with multiple internal and agency partners effectively.
• Proven leadership / supervisory experience, particularly within a nested hierarchy. Demonstrated ability to grow talent, leveraging the unique skills and experiences of team.
• Demonstrated experience developing, socializing and executing a marketing strategy.

The University System of New Hampshire is an Equal Opportunity/Equal Access/Affirmative Action employer. The University System is committed to creating an environment that values and supports diversity and inclusiveness across our campus communities and encourages applications from qualified individuals who will help us achieve this mission. The University System prohibits discrimination on the basis of race, color, religion, sex, age, national origin, sexual orientation, gender identity or expression, disability, genetic information, veteran status, or marital status.

• Supervise the Integrated Marketing Directors, and future nested hierarchy for key units: enrollment, student affairs, alumni and advancement and specific colleges, Supervise the work of external consultants, agencies, and individuals who are retained to assist the University with matters pertaining to integrated marketing.
  
  
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    Enrollment: In partnership with the Enrollment Management team and other key stakeholders, create and execute a targeted marketing plan for recruitment of students at all degree levels on three UNH campuses & Online, reflecting differentiated enrollment goals for each specific academic unit. Focus on real-time results that engage prospective students, parents and decision influencers (i.e. counselors, coaches, teachers, etc.) to drive applications, visits and enrollment. Calibrate overall recruitment efforts to specific goals in strategic enrollment management plan.
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    Alumni/Donor Engagement: In close collaboration with the Vice President for Advancement and key stakeholders, create and execute a marketing plan for alumni engagement and philanthropy. Work with Advancement unit leaders to calibrate communications and marketing activities to specific goals for each area with major emphasis on driving annual giving participation.
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    Student Affairs: In partnership with the Senior Vice Provost for Student Life and key stakeholders, create and execute a marketing plan to proactively communicate and outreach to existing students within the key focus areas: community, health and wellness, academic support and residential life.
  
  
  
  
  

• Leads the development, prioritization and cross-functional alignment with approved marketing plans and initiatives; influences stakeholder's (i.e. finance, academic deans, outside agencies and business partners) planning and priorities; ensure the execution of marketing plans to achieve revenue growth and deliver on the target audience(s) needs and expectations.
• Builds strong relationships within a collaborative, matrix structure to ensure the achievement of university, unit and marketing objectives are met.
• Serve as the Integrated Marketing senior leader responsible for metrics and evaluation of key predetermined metrics and advocacy activity/outcomes; report progress to the CMO, the communications and marketing leadership team, and others on a regular basis.
• Be an agent of change to increase effectiveness and efficiency by identifying ways to improve internal processes, streamline cross-functional requirements, and generate support and discipline to the marketing objectives.
• Serve as a member of the Marketing senior management group, working collaboratively with other senior leaders to provide strategic leadership for the unit in furtherance of its goals

• Lead the development and implementation of an integrated brand strategy and strategic marketing plan that demonstrably advances the university's strategic objectives, as well as overall goals for each unit: enrollment, university research, alumni and advancement, student affairs and public affairs (ie. Embrace NH), as well as other high-level UNH priorities. Develop and manage budgets accordingly.
• Thoroughly understand the UNH brand equity and positioning. Ensures that brand plans and initiatives, such as traditional and digital media, content, campaigns and creative fully align and strengthen the brand.
• In partnership with the CMO, develop a marketing research agenda that addresses information gaps in broad target audience, competitive, creative and messaging. Leverage strong insights for brand, target audiences, consumer research and analysis and higher ed industry to develop audience-centric annual marketing plans that drive revenue and strengthen brand equity
• With both a broad and deep understanding of marketing channels, design, produce and maximize marketing efforts through implementation of best practices, channel and creative optimization, benchmarking, and audience targeting.
• Maintains a thorough understanding of organizational and internal brand metrics and holds team accountable to the achievement of key results; contributes to revenue projections, financial and department budget planning. Conducts ongoing evaluations of MarCom effectiveness. Gathering data and handling analytics (or supervise those who do) and make recommendations based on those results.
• Partner with senior communicators, academic faculty and leadership across the university to ensure consistent messaging and aligned strategic communication efforts. Create a comprehensive organizational-wide operational plan and align decentralized and fragmented MarCom activities.
• Develop, guide and prioritize the university's approach to commercial media; video, digital, print
• Maintain an in-depth knowledge of best practices, channels, competition and idols, particularly for higher education
• Report regularly to the CMO and university leadership on Integrated Marketing activities, successes and challenges.

• In partnership with CMO and other university leaders, develop plans, structure, and tools to support integrated marketing efforts throughout the university to ensure the adherence to the strategic plan and the objectives of key stakeholders' plans and campaigns.
• Collaborate with executive staff and academic leadership, as needed, to support integrated marketing needs that are more pervasive than the key strategic areas / audiences. Provide strategic direction, resource allocation as necessary, and set expectations around measurement.
• Provide consultation to ensure efforts ladder back to overarching integrated marketing plans

• Develop standards, systems and best practices (both human and technological) for integrated marketing planning, socialization/approvals, execution and reporting.
• Establish a process and tools to successfully liaise with internal creative, content, public relations and media teams. This should include briefs, project management processes, creative assessment meeting, etc.
• Aid in the development of university marketing and communications processes, tools and systems to ensure alignment, information flow, best practice sharing and efficiency gains.

• Partner with established Project Management function, processes and tools to successfully liaise with internal creative, content and public relations teams. This will include briefs, project management approaches, creative assessment meetings, etc.
• Other duties as assigned, relating to integrated marketing.