Vice President of Brand and Marketing

Indiana Wesleyan University - Marion, IN

Full-time - Executive

Marion, IN

Educational Services

About the position

The Vice President of Brand and Marketing at Indiana Wesleyan University (IWU) is a pivotal role responsible for overseeing the university's marketing operations and developing comprehensive strategies for marketing, communication, digital engagement, and overall brand experience. This position is essential for ensuring that IWU's marketing efforts are effectively planned, developed, and executed to enhance the university's visibility and competitiveness in the higher education landscape. The VP will work closely with the EVP/Chief Innovation and Strategy Officer (CISO) to drive growth initiatives and will be tasked with a wide range of responsibilities that include creative direction, communication strategies, and brand management. The ultimate goal is to ensure that IWU's marketing and digital strategies not only meet but exceed institutional objectives, thereby attracting prospective students and engaging alumni effectively. In this role, the VP will set marketing goals and objectives, plan and implement marketing strategies, and drive innovation within the department while adhering to key performance indicators (KPIs). The VP will also be responsible for creating and maintaining a strong brand identity that resonates with students and alumni alike. This includes designing and executing impactful marketing, communication, and advertising campaigns that align with the university's mission and vision. Additionally, the VP will utilize data analysis to inform decision-making, manage marketing budgets efficiently, and track the effectiveness of marketing initiatives to ensure a strong return on investment (ROI). Leadership is a critical component of this role, as the VP will supervise the marketing department, which includes three direct reports. The VP will be responsible for developing the in-house marketing team, fostering strategic partnerships, and building a network of external marketing professionals to enhance IWU's marketing capabilities. Staying informed about market trends, competitor positioning, and the latest marketing technologies will be essential for driving the university's marketing efforts forward. The VP is expected to demonstrate a strong commitment to the university's Christian mission and values, ensuring that all marketing strategies reflect these principles.

Responsibilities

• Set marketing goals and objectives
• Plan, implement, and manage marketing strategy
• Drive department innovation within desired KPIs
• Create and maintain a successful brand that attracts students and engages alumni
• Contribute to the overall growth of the institution
• Create and present an annual marketing plan
• Design, plan, and execute effective marketing, communication, and advertising campaigns
• Use data and reports to make evidence-based decisions that demonstrate ROI
• Effectively and efficiently manage marketing budgets and resources to drive results and ROI
• Analyze current marketing strategy and suggest improvements
• Determine and track KPIs for the marketing department
• Grow and develop the in-house marketing team to meet the institution's needs
• Develop and manage strategic partnerships that drive marketing and organizational results
• Build a network of reliable external agencies and marketing professionals
• Supervise the marketing department, including three direct reports
• Conduct market research and stay abreast of competitor positioning
• Stay up to date with the latest technology
• Stay up to date with the latest marketing best practices
• Demonstrate a passion for Christ and the university's mission, vision, and values

Requirements

• Bachelor's degree in business, marketing, communications, or a related field
• Master's in Marketing/Communications or MBA is preferred
• Proven experience as a VP or a senior marketing leadership role with a minimum of 10 years of experience leading marketing in a complex organization or company
• A minimum of 10 years of experience in leading a customer-centric organization
• Excellent leadership skills with the ability to cultivate and nurture talent
• Excellent analytical skills with the ability to interpret big data and organizational data into a strategy
• An understanding of CRM and digital marketing tools like Google Analytics, Google Adwords, HubSpot, WebTrends, Salesforce, etc.
• Regularly produce and present high-quality dashboards, reports, and creative and effective marketing materials
• Experience with running and evaluating A/B testing and using results to refine advertising and marketing direction
• Excellent organizational and time management skills
• Excellent communication and interpersonal skills
• Excellent presentation skills

Nice-to-haves

• Additional marketing certifications are a plus
• Working in or having knowledge of Higher Education is a plus