The Senior Director of Marketing and Strategy will collaborate with the University senior leadership team to help build and reinforce the University's reputation, increase its visibility among key target audiences, and enhance its competitive position through the development, implementation and oversight of strategic and tactical marketing and branding strategies.
The Senior Director of Marketing and Strategy will be responsible for developing and proposing marketing and advertising campaigns, coordinating the maintenance of the University's brand, focusing on marketing as a strategic activity and using data-driven decision-making for managing marketing and advertising activities, strategic campaigns and changes in resource allocations.
The Senior Director of Marketing and Strategy will have direct oversite of the University's website/online communications and institutional social media.
In conjunction with the Senior Assoc. VP/CCO, the position will manage branding and advertising contracts.
Planning & Strategy:
Provide strategic leadership and direction for the University's marketing and branding initiatives in support of its mission, values, and goals.
Create comprehensive marketing and branding strategies and campaigns that will help build and reinforce the University's reputation, increase its visibility among key target audiences, and enhance its competitive position.
Identify and recommend emerging marketing initiatives, including but not limited to co-branding, to advance the University.
Coordinate marketing strategy development with stakeholders, including decentralized campus marketing partners.
Take into consideration all the University's constituents including administration, faculty, students, governmental agencies, business and non-profit organizations, and alumni, as applicable.
Marketing Implementation & Integration:
Working in coordination with the creative services and communications teams, create and produce integrated marketing programs and processes across multimedia channels.
Develop marketing strategies that include quantifiable goals that encompass all University areas and produce an integrative system of effective marketing to all stakeholders.
Collaborate with University leaders on all aspects of multifaceted marketing and produce an integrative system of effective marketing to all stakeholders.
Direct and coordinate University's owned marketing channels, including the University's website and institutional social media primarily as marketing platforms.
Proactively manage and serve as the primary liaison with marketing contractors and consultants on plan development and activation, ensuring that plans are coordinated with other University marketing campaigns and that University objectives are met.
In coordination with the Sr. Assoc. VP and University Advancement leadership, actively manage the University's sponsorships to ensure University marketing, engagement and corporate relations objectives are met.
Evaluation & Analysis:
Create and coordinate the implementation of integrated, outcomes-based marketing strategies and campaigns. Using industry-standard metrics, benchmarks and standards, conduct iterative campaign and end-of-campaign analysis to make data-informed decisions regarding campaign adjustments and to determine effectiveness of campaigns as well as the effectiveness of the University's website and social media channels as marketing platforms.
Develop, implement and monitor the University's uniform brand reinforcement strategy, working in conjunction with the Senior Manager of Creative Services to engage all campus marketing and communications partners to assure comprehensive, consistent and compelling brand reinforcement.
Research and evaluate new marketing practices and technologies, and provide leadership recommendations to implement new practices or modify existing practices to benefit the institution.
Develop and implement the University's brand strategy in a cost-effective and timely manner to ensure maximum exposure of core University marketing messages. · Evaluate the effectiveness of implemented and potential marketing activities and strategies.
Evaluate University sponsorships and co-branding managed by University Communications for effectiveness and efficiency, making recommendations for increased effectiveness within available resources.
In coordination with the Sr. Assoc. VP, propose, develop, monitor and implement marketing and advertising budgets.
Ensure resource management of branding and marketing resources comply with applicable University business and fiscal procedures.
With annual research expenditures in excess of $100M, the University of Texas at Arlington is a Carnegie Research-1 “highest research activity” institution committed to life-enhancing discovery, innovative instruction, and caring community engagement. A leading institution in the heart of the thriving North Texas region, UTA nurtures minds within an environment that values excellence, ingenuity, and diversity. With a total global enrollment of over 59,000 in AY 2018-19, UTA is one of the largest institutions in the University of Texas System. Guided by its Strategic Plan Bold Solutions | Global Impact, UTA fosters interdisciplinary research and teaching to enable the sustainable megacity of the future within four broad themes: health and the human condition, sustainable urban communities, global environmental impact, and data-driven discovery. UTA was cited by U.S. News & World Report as having the second lowest average student debt among U.S. universities in 2018. U.S. News & World Report also ranks UTA fourth in the nation for undergraduate diversity. The University is a Hispanic-Serving Institution and is ranked as the top four-year college in Texas for veterans on Military Times’ 2018 Best for Vets list.