"Associate Vice President, Marketing & Brand Strategy - University Communications and Marketing"

Associate Vice President, Marketing & Brand Strategy - University Communications and Marketing

Company: Carnegie Mellon University

Job Location: Pittsburgh, 15213

Category: Administrative Vice Presidents

Type: Full-Time

Carnegie Mellon University seeks a dynamic, collaborative and optimistic leader to serve as Associate Vice President for Marketing and Brand Strategy. The AVP for Marketing and Brand Strategy will sit on the leadership team of, and report to, Tysen Kendig, Vice President for University Communications and Marketing. As a thought partner to the Vice President, along with the Associate Vice President for Strategic Communications, the AVP for Marketing and Brand Strategy will help define and build the long-term strategy for communications and marketing at Carnegie Mellon.

Based in Pittsburgh, Pennsylvania, Carnegie Mellon University (CMU) is a private, internationally ranked research university with programs in areas ranging from science, technology, and business to public policy, the humanities and the arts. CMU is positioned like never before to meet the challenges of the 21st century. At the intersection of technology and humanity, CMU's research, innovation and creative activity across seven schools and colleges will continue to guide its future as a world-class university. A member of the Association of American Universities (AAU), CMU ranks in the top 20 among national universities in U.S. News & World Report. This is a global community of 15,000 students hailing from 127 countries, faculty representing 63 countries and alumni representing 147 countries.

This search comes at an exciting time at CMU. With the full support and partnership of the President, Provost, Deans and senior university leaders, a new management team will lead this critical division into the future. The highly skilled, collaborative and passionate University Communications and Marketing (UCM) team is accelerating its charge with new and innovative ways to tell the institution's story.

The Associate Vice President will be an accomplished leader in marketing and branding, with demonstrated experience in advancing the reputation of global brands and a strong understanding of higher education and its societal impact. They will play a critical role in building and establishing a vision and direction for the marketing team while also helping shape how UCM will grow and work in the future. They will have a senior leadership role in defining and building the CMU brand across a wide variety of platforms and distribution channels, working collaboratively across the department and with schools, colleges and units.

This position will have direct oversight for several departmental functions - digital, strategic marketing, creative, web, and multimedia - and will play a key leadership role across all aspects of the organization. The role also will serve as a liaison between the division and its academic and administrative partners as UCM works together to elevate and unify storytelling across the university through a shared services approach and an agency model for the provision of marketing and creative services. To succeed, the AVP will be a strong team player, builder and partner, in addition to being extremely adept at leading through influence, empathy and consensus-building.

The Associate Vice President will lead CMU's marketing efforts by driving vision, strategy and execution toward a clear set of goals. In a highly collaborative, decentralized environment, the Associate Vice President will spearhead brand campaigns, cross-university messaging programs, and current and future strategic initiatives. The Associate Vice President and their team will be responsible for measuring the impact of work to increase regional, national and global awareness and the reputation of CMU, partnering with schools, colleges and administrative units in meeting their goals and objectives, and serving as a sector leader in higher education marketing. The Associate Vice President for Marketing and Brand Strategy will partner closely with the Associate Vice President for Strategic Communications to create, guide, and measure fully integrated marketing communications strategies and campaigns.

PRIMARY RESPONSIBILITIES AND PROFESSIONAL QUALIFICATIONS

The Associate Vice President for Marketing and Brand Strategy will lead and advance the marketing strategy for CMU, resulting in integrated, high-impact marketing initiatives. The Associate Vice President will create innovative, game-changing, forward-thinking marketing programs that maximize opportunities to build CMU's reputation and brand visibility for all areas of the university as one of the pre-eminent global institutions in higher education. The Associate Vice President will bring fresh ideas and proven results to help reach key audiences in new and unique ways and ensure the institution's global reputation matches the excellence of its people, programs and partnerships.

Primary responsibilities

• Lead a central strategic marketing plan process from ideation to tactical execution, measurement and improvement;
• Work across campus to build and execute synergistic plans that map to CMU's strategic plan and the goals of the schools, colleges and units;
• Serve as a liaison between the division and its academic and administrative partners as UCM works together to elevate and unify storytelling across the university through a shared services approach and an agency model for the provision of marketing and creative services;
• Define the strategy and lead the execution of tactics to activate and drive engagement across a range of audiences;
• Ensure that a consistent brand message and image is established throughout all university marketing, partnering with communications and marketing staff in colleges, schools, units and departments across campus;
• Apply "full stack" marketing skills, including content marketing, search engine optimization, paid advertising (search engine marketing, digital programmatic, paid social), analytics, email marketing, marketing automation and landing page optimization;
• Oversee direct reports who lead digital marketing, web strategy, cross-university branding, integrated marketing and messaging campaigns, research and data analysis, strategic projects, and creative/design services;
• Take an engaged approach to coaching, mentoring and guiding the marketing team to increase the capabilities and effectiveness of this group, including setting clear performance management objectives and actively evaluating the structure, resources and capabilities to provide a proactive, agile partner for the division and university;
• Partner with the Division of Enrollment Management to ensure the brand is incorporated into new strategies and tactics developed to support admission and institutional goals;
• Employ appropriate market research to inform work, better understand the university's varied audiences, and identify emerging marketing and reputation-building opportunities;
• Oversee qualitative and quantitative market research and analysis;
• Oversee the execution of brand perception surveys;
• Collaborate with the vice president and colleagues to champion internal efforts to develop clear and effective messaging for CMU's internal constituents;
• Manage relationships with agencies hired for university-level marketing projects;
• Build, maintain and use metrics and other tracking systems to evaluate and tune the effectiveness of marketing efforts, and track and assess institutions in a competitive set to ensure CMU is best in class for marketing;
• Build an effective online strategy for cmu.edu, maintaining the platform and CMS for all university websites;
• Oversee and direct outside consultants and vendors in short- and long-term projects to ensure compliance with brand guidelines and quality assurance;
• Develop criteria for evaluating and building a roster of approved outside services and partners to provide support as needed;
• Build and grow a culture of collaboration and collegiality with colleagues in University Communications and Marketing as well as other university professionals; and
• Create an environment that rewards excellence, creativity, integrity and teamwork.

Required Qualifications

• A bachelor's degree; and
• Tten years of success in relevant marketing roles including a combination of public/private industry, higher education, and nonprofit experience.

Preferred Qualifications

• A commitment to the mission of Carnegie Mellon University - to create a transformative educational experience for students focused on deep disciplinary knowledge; problem solving; leadership, communication, and interpersonal skills; and personal health and well-being;
• Experience advancing the global reputation of organizations, including notable experience in higher education, with demonstrable results;
• Data-driven expertise in marketing, branding and digital tactics that drive key audiences to action;
• The capability to develop and implement innovative marketing techniques against different budget scenarios;
• An ability to make informed decisions and deliver measurable results;
• The capability to be forward-looking and eager to develop new or groundbreaking strategies;
• Validated expertise as both a strategic thinker and a project manager with a keen ability to synchronize the two;
• An ability to direct outside business partners and service providers;
• An effectiveness at managing change, building strong relationships with people from diverse parts of campus, and inspiring those outside their direct sphere of control;
• An ability to work in an organization with multiple divisions and at a very high level with leadership across the university on academic and non-academic efforts;
• The intellectual force needed to drive and reward new ideas and calculated risk-taking;
• The ability to perform as an outstanding colleague with good listening and partnership skills, high energy and drive, and a relentlessly positive attitude;
• A willingness to challenge the status quo with well-thought-out recommendations and ideas and to act as a catalyst for change;
• A commitment to inclusion, collaboration and cultural sensitivity; and
• An ability to effectively interact with a varied population of internal and external partners at a high level of integrity.

NOMINATION AND APPLICATION PROCEDURES:

All applications, nominations and inquiries are invited. All applications must include, as separate documents, a CV or resume, and a letter of interest addressing the themes in the leadership profile available at wittkieffer.com

WittKieffer is assisting Carnegie Mellon University in this search. Candidate materials will be considered until an appointment is made. Application materials should be submitted using WittKieffer's candidate portal.

Nominations and inquiries can be directed to Melissa Fincher and Jenna Brumleve at CMUAVPMarketing@wittkieffer.com