Assistant Vice President for Marketing and Communications

The Assistant Vice President (AVP) for Marketing and Communications provides strategic leadership, vision, and oversight for all institutional marketing and communications initiatives at Abraham Baldwin Agricultural College (ABAC). This position is responsible for elevating ABAC’s brand, advancing enrollment and institutional priorities, and ensuring consistent messaging across all platforms. The AVP also serves as the lead Sports Information Director, overseeing the promotion, visibility, and reporting about ABAC’s athletic programs.

In addition to strengthening ABAC’s public presence, the AVP plays a critical role in enrollment growth and student success by implementing innovative marketing and communication strategies that attract prospective students and sustain engagement with currently enrolled students. The AVP will oversee communication efforts within the institution’s Customer Relationship Management (CRM) system to support recruitment, retention, and student engagement initiatives.

The AVP will also oversee the college’s websites content to ensure it effectively communicates the ABAC brand, supports enrollment, and advances institutional goals. Additionally, the AVP will collaborate with Auxiliary units to design and implement marketing and communications strategies that diversify and increase revenue streams.

Major Duties and Responsibilities

Strategic Marketing and Communications

• Develop and implement a comprehensive, multi-channel marketing and communications strategy aligned with ABAC’s strategic plan and enrollment goals.
• Maintain and enhance ABAC’s brand identity, ensuring consistency across all platforms and materials.
• Lead the development and execution of digital, print, broadcast, and social media campaigns.
• Oversee the creation, design, and distribution of institutional publications, promotional materials, and advertising.
• Manage crisis communications and serve as a key spokesperson as needed.
• Provide strategic counsel to senior leadership and internal stakeholders on communications and branding.

CRM Communications and Student Engagement

• Collaborate with Admissions and all other key campus stakeholders to align CRM-driven communications with recruitment, retention, and student success initiatives.
• Monitor and assess communication campaigns to improve student engagement and outcomes.

Website Content and Digital Presence

• Oversee ABAC’s website content strategy, ensuring accuracy, accessibility, and alignment with institutional goals.
• Collaborate with internal stakeholders to ensure content supports enrollment, academic programs, student success, and external engagement.
• Lead efforts to continuously improve user experience, functionality, and design in partnership with IT and vendors.

Sports Information

• Serve as the primary media contact for ABAC athletics.
• Promote athletic programs locally, regionally, and nationally through press releases, game coverage, media coordination, and digital storytelling.
• Oversee athletic website management, game statistics, and historical records.
• Coordinate photography, videography, and live-streaming of athletic events.
• Ensure compliance with conference and association reporting requirements.

Auxiliary and Revenue Support

• Partner with Auxiliary units—including the Georgia Museum of Agriculture, Forest Lakes Golf Course, Country Store, and Stallion Shop—to create marketing strategies that enhance visibility and diversify revenue streams.
• Develop targeted campaigns and promotional initiatives that drive attendance, participation, and sales for auxiliary enterprises.
• Align auxiliary marketing efforts with ABAC’s broader brand and mission.

Media Relations and Public Engagement

• Serve as ABAC’s liaison to media outlets, ensuring accurate and timely coverage of the institution.
• Build strong relationships with local, regional, and state media.
• Plan and execute high-profile institutional events, such as commencements, dedications, press conferences, and major community engagements.
• Collaborate with Advancement on donor-related communications and events.

Leadership and Administration

• Provide leadership, mentoring, and supervision for the Marketing and Communications team.
• Maintain annual goals and performance metrics for the unit.
• Manage contracts and vendor relationships effectively.
• Ensure compliance with ABAC, University System of Georgia, state, and federal guidelines.
• Represent ABAC on committees and at professional meetings as assigned.

Knowledge and Skills Required

• Strong leadership, strategic planning, and project management skills.
• Expertise in brand development, digital marketing, media relations, and crisis communication.
• Knowledge of athletics communications, including sports statistics, reporting, and promotion.
• Excellent written, verbal, and interpersonal communication skills.
• Self-motivated and strong ability to manage multiple priorities under deadline pressure.
• Familiarity with design, video, and social media tools/software.
• Strong relationship-building skills with diverse stakeholders.

Minimum Qualifications

• Bachelor’s degree from an accredited institution in marketing, communications, public relations, journalism, or related field.
• Minimum of 7 years of progressively responsible experience in admissions, marketing and/or communications, which includes a majority of those years supervising staff members.

Preferred Qualifications

• Master’s degree in a related field.
• Experience in higher education enrollment, marketing, and/or communications.
• Demonstrated success in leading integrated marketing campaigns and branding initiatives that have directly contributed to increased enrollment for an institution.
• Experience with CRM-based communication strategies to support recruitment, retention, and student engagement.

Company

Abraham Baldwin Agricultural College (ABAC) is a state college in the University System of Georgia with two instructional sites in Southwest Georgia. ABAC’s mission is to provide excellent education by engaging, teaching, coaching, mentoring, and providing relevant experiences that prepare the graduate for life. The main campus is located in Tifton, Georgia. Tifton is a progressive community known for its quality-of-life environment and was recently named as one of the 100 Best Small Towns in America. The college has a student body of approximately 4,000 students and a teaching faculty of approximately 135.