Job description
The Vice President for Strategic Communications and Marketing (VPSCM) serves as the University’s chief communication and marketing officer and oversees internal and external communications strategy, branding, creative, digital, media relations, and crisis management. The VPSCM is an instrumental advisor and direct report to the President; a critical partner with campus leadership in advancing institutional goals; and a key member of the senior leadership team. In addition to reporting to the president, the VPSCM serves on the president’s senior staff and directs a seasoned and cohesive group that addresses the communication needs of the entire University, with emphasis on the Office of the President, Office of Admissions and the Office of Advancement and External Affairs.
The VPSCM provides vision and works with the team to develop and execute on strategy for all internal and external marketing and communications activities for the University, including advancement and admissions marketing and communications, branding, trustee and alumni communications, social media communications and marketing, public and media relations, crisis communications, internal communications, University publications, and web content and editorial services. Accordingly, the VPSCM must have dexterity and knowledge across a range of digital, print, and associated platforms. The VPSCM reports to the university president.
Examples of Duties
Strategic Leadership
- Develop and implement a comprehensive marketing and communications strategy aligned with the University’s Strategic Plan.
- Position the University as a nationally recognized leader in higher education through innovative branding and storytelling.
- Advise the President and executive leadership on communications strategy, reputation management, and public engagement.
- Serve as the University’s chief spokesperson when appropriate and coordinate executive communications.
Brand Management
- Protect and strengthen the University’s brand identity across all platforms.
- Ensure consistency in messaging, visual identity, and institutional voice.
- Lead market research and brand perception studies to inform strategic initiatives.
Marketing
- Develop integrated marketing campaigns that support:
- Student recruitment and enrollment
- Student retention
- Graduate and professional programs
- Advancement and fundraising
- Alumni engagement
- Athletics
- Academic program promotion
- Utilize data analytics to measure campaign effectiveness and return on investment.
Communications
- Oversee all institutional communications, including:
- Executive communications
- News and media relations
- Internal communications
- Crisis communications
- Publications
- Speechwriting
- Social media strategy
- Website content
- Build strong relationships with local, regional, and national media.
Digital Strategy
- Lead the University’s digital communications strategy.
- Oversee website governance and user experience.
- Expand digital marketing initiatives using emerging technologies and AI-enabled communication tools.
- Monitor trends in higher education marketing and digital engagement.
Creative Services
- Direct creative services to include graphic design, photography, videography, and multimedia production.
- Ensure high-quality visual storytelling that reflects institutional excellence.
Crisis and Reputation Management
- Develop and maintain crisis communication plans.
- Serve on the University’s emergency response team.
- Provide timely and strategic communications during emergencies and sensitive situations.
Leadership and Administration
- Lead, mentor, and develop a high-performing communications and marketing team.
- Manage departmental budgets and resources effectively.
- Establish performance metrics and accountability measures.
- Foster a collaborative culture across divisions.
Typical Qualifications
- Master’s degree in Communications, Marketing, Public Relations, Journalism, Business Administration, Higher Education Administration, or a related field.
- Ten (10) or more years of progressively responsible leadership experience in strategic communications and marketing.
- Demonstrated success leading integrated marketing and communications initiatives for a complex organization.
- Exceptional written, verbal, and presentation skills.
- Experience advising executive leadership.
- Proven experience managing media relations and crisis communications.
- Strong leadership, organizational, and project management abilities.
Preferred Qualifications
- Experience in higher education or similarly complex mission-driven organizations.
- Understanding of enrollment marketing and student recruitment strategies.
- Experience supporting fundraising and advancement communications.
- Knowledge of AI-powered marketing and communications tools.
- Experience with branding initiatives and institutional reputation management.
