Director of Marketing and Brand Strategy, Penn GSE

$90,000 - $100,000/Yr

Hospital Of The University Of Pennsylvania - Philadelphia, PA

Full-time - Director

Philadelphia, PA

Hospitals

About the position

The Director of Marketing and Brand Strategy is a pivotal leader within the Graduate School of Education (GSE) at the University of Pennsylvania, tasked with the development and implementation of comprehensive strategies aimed at elevating the school's brand and effectively marketing its unique programs. This role is situated within the newly established Marketing and Communications Team and reports directly to the inaugural Vice Dean of Marketing and Communications. The Director will oversee a team of four professionals, collaborating closely with various departments including Admissions, Development & Alumni Relations, and academic programs to ensure cohesive and impactful marketing efforts. In this capacity, the Director will be responsible for formulating and executing a school-wide strategic branding and marketing plan. This involves leveraging research and insights to anticipate future trends, guiding the school's creative messaging, and utilizing innovative media, art, and design strategies to fulfill the brand strategy. The Director will also analyze market information to craft relevant and engaging messages for diverse audiences, while developing and maintaining a robust social media strategy to evaluate the success of campaigns. Additionally, the Director will lead the admissions marketing strategy in partnership with the Assistant Dean of Admissions and Financial Aid, ensuring that all of Penn GSE's 30+ programs receive adequate marketing support. This includes setting and managing execution plans, regularly evaluating the effectiveness of the admissions marketing strategy, and empowering the team to achieve their goals. The role also encompasses brand standards management, where the Director will develop, maintain, and enforce best practices for graphic design, social media, photography, videography, and the GSE website. Establishing strong relationships with external vendors and partners is crucial, as the Director will negotiate contracts and oversee project timelines to ensure deliverables meet or exceed expectations. Furthermore, the Director will lead the continuous improvement of the school's website, ensuring it accurately reflects Penn GSE's brand identity and educational offerings. This includes collaborating with IT and content creators to enhance user experience and monitor web analytics to drive content improvements. Overall, the Director of Marketing and Brand Strategy will play a critical role in shaping the narrative and visibility of Penn GSE, ensuring alignment with the school's strategic goals and compliance with accessibility standards.

Responsibilities

• Develop and implement a school-wide strategic branding and marketing plan.
• Analyze market information to inform new and relevant branding messages for GSE.
• Create and maintain a social media strategy, using metrics to evaluate campaign success.
• Lead the admissions marketing strategy in partnership with the Assistant Dean of Admissions and Financial Aid.
• Supervise and empower a team of four staff members, setting goals and providing development opportunities.
• Develop and enforce brand standards and best practices for various media.
• Establish and maintain relationships with external vendors and partners for marketing services.
• Lead the development and continuous improvement of the school's website as a marketing platform.
• Monitor web analytics to drive content and layout improvements.

Requirements

• Bachelor's degree in fine arts, graphic design, marketing, communications, visual design, media, technology, or journalism.
• Minimum of five years' experience in a related field, preferably in a leadership or management role.
• Deep understanding of project management, design, brand development, and marketing tools.
• Track record of developing and implementing impactful marketing strategies, ideally in higher education.
• Exceptional communication skills and strong team leadership abilities.

Nice-to-haves

• Experience in higher education marketing is preferred.
• Familiarity with digital marketing tools and analytics.

Benefits

• Comprehensive medical, prescription, behavioral health, dental, vision, and life insurance benefits.
• Tuition assistance for employees, spouses, and dependent children.
• Generous retirement plans with various investment options.
• Substantial time away from work for personal needs.
• Long-term care insurance options for faculty and staff.
• Wellness and work-life resources to support health and balance.
• Professional and personal development resources available.
• Access to a wide range of University resources and cultural activities.
• Discounts on goods and services for University faculty and staff.
• Flexible work hours to promote work-life balance.
• Adoption assistance for eligible employees.