Assistant Vice President for Marketing and Brand Strategy

American University is a student-centered research institution located in Washington, DC, with highly-ranked schools and colleges, internationally-renowned faculty, and a reputation for creating meaningful change in the world. Learn more about American University

University Communications & Marketing

Time Type:

Full time

Job Type:

Regular

FLSA Status:

ExemptHybrid 03 (On Campus 1 day/Week)Excluded

Summary:

The Assistant Vice President for Marketing and Brand Strategy provides strategic leadership for the university’s comprehensive brand, reputation, and marketing efforts. This role oversees the development and implementation of data-informed strategies that increase the university’s brand awareness and visibility with key audiences, enhance the university’s visibility, measurably enhance undergraduate and graduate enrollment outcomes, and achieve differentiation in the competitive higher education landscape. The AVP works in close collaboration with university leadership; campus partners from enrollment management, advancement/development/alumni relations, and academic units; and the University Communications and Marketing (UCM) team to present a unified and compelling brand presence across all platforms and audiences. The AVP is a member of the UCM senior leadership team, directs the UCM marketing group to drive division and university-wide projects and programs, and coordinates with the communications, digital, and creative teams to produce high-quality deliverables that measurably achieve university goals. The AVP must be a proactive problem-solver who can nimbly advancing new ideas or changes that involve numerous internal or external stakeholders.

Essential Functions:

1.) Strategic Leadership and Brand Management

• Develop, lead, measure, and refine the university’s brand strategy to align with and advance institutional goals (such as increased enrollment and expanded fundraising) and values including inclusivity, academic excellence, and community building.

• Create highly effective partnerships across campus to inform and support the university’s brand and help achieve school/unit marketing and engagement goals.

• Conceptualize and implement university-wide brand campaigns that engage audiences, improve AU’s reputation, and drive key messages.

• Working with the UCM creative team, steward the university’s brand for consistent use and expression across internal and external channels.

• Lead the production and distribution of comprehensive university brand materials (e.g., print, digital, OOH assets, etc.) that support school and unit level work.

2.) Marketing Strategy and Execution

• Lead the creation and execution of integrated marketing campaigns to support student recruitment/enrollment/retention, university fundraising, research and academic leadership, and reputation building.

• Partner with the UCM digital team to develop and implement multichannel paid advertising campaigns and partner with UCM communications team to leverage storytelling opportunities that advance brand pillars.

• Collaborate with Enrollment Management, the Office of Graduate and Professional Studies, and the AU schools and colleges to develop strategic marketing solutions for undergraduate and graduate enrollment.

• Develop and manage the overall American University marketing strategy (including brand positioning, key messages, and marketing programs) and budget to achieve institutional goals.

• Create ongoing campaigns to elevate American University’s visibility and reputation with higher education peers, including targeted efforts to engage with key higher education rankings (e.g., US News and World Report).

• Develop a proactive approach to AI-tool integration into marketing work flow, including project management, content/asset development, measurement, and more.

• Support alumni relations and engagement in partnership with the University Advancement team.

3.) Team Leadership and Collaboration

• Supervise a team of marketing professionals, fostering innovation, collaboration, and professional development.

• Collaborate with university stakeholders to support college- and department-level marketing needs and maintaining brand consistency.

• Provide counsel and support to the President, Provost, and senior leadership on brand positioning and visibility.

• Partner with the Office of General Counsel to maintain and protect AU’s trademarks.

4.) Data and Analytics

• Develop, implement, and sustain a data-focused marketing strategy that sets clear benchmarks, KPIs, and milestones for all work lead by this role.

• Develop clear benchmarks and competitive tracking metrics in collaboration with leadership and provide ongoing analysis and observations/recommendations.

• Establish marketing measurement standards for consistent tracking and analysis among different units.

• Use market research, brand perception data, and campaign analytics to inform decisions and measure success.

• Produce dashboards and other reporting tools to share outcomes with university leadership and campus partners.

• Conduct regular brand and reputation research to benchmark institutional perception and inform strategy.

Supervisory Responsibility:

• Supervises 5 full-time staff members.

Competencies:

• Acting Strategically.

• Collaborative Leadership.

• Driving Continuous Improvement.

• Making Accurate Judgments and Decisions.

• Developing Plans.

• Displaying Creativity.  

• Serving Customers.

• Acquiring and Analyzing Information.

Position Type/Expected Hours of Work:

• Full-Time.

• 35 hours per week.

Salary Range:

• $180,000 - $200,000 annually.

Required Education and Experience:

• Bachelor's degree.

• 10+ years of relevant experience.

Preferred Education and Experience:

• Bachelor's degree in marketing, public relations, communications, business, or related field.

Additional Eligibility Qualifications:

• Higher education or non-profit experience at a strategic/leadership level.

• Demonstrated actionable knowledge of undergraduate and graduate communications and marketing trends, particularly channel relevance and new opportunities to engage key audiences.

• Track record of innovative ideas and tangible outcomes in the higher education space or other relevant fields to achieve institutional goals.

• Familiarity with Salesforce and other CRM platforms.

• Expertise in brand research, persona development, and consumer marketing.

• Excellent written and oral communication and presentation skills with attention to detail and accuracy.

• Demonstrated ability to develop and execute marketing plans with measurable impact.

• Experience working with a wide array of stakeholders and handling confidential information and sensitive matters.

• Ability to manage projects and programs, which includes planning, developing timelines, determining resource requirements, evaluating progress, and reporting results.

Other Duties:

• Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.

Benefits

AU offers a competitive benefits package including a 200% matching retirement plan, tuition benefits for full-time staff and their families, several leadership development certificates, and has been recognized by the American Heart Association as a fit-friendly worksite. Click here to learn about American University's unique benefit options.

Other Details

• Hiring offers for this position are contingent on successful completion of a background check.

• Employees in staff positions at American University must deliver their services to the university from either the District of Columbia, Maryland, or Virginia, or perform work on-site at the university.

• Please note this job announcement is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.

• American University is an E-Verify employer.

Current American University Employees

American University current employees must apply through their employee Workday account. If you are a current employee at American University, please log into Workday and select the Find Jobs report which will take you to our internal career listings.

Contact Us

For more information or assistance with the American University careers site, email [email protected].

American University is an equal opportunity, affirmative action institution that operates in compliance with applicable laws and regulations. The university does not discriminate on the basis of race, color, national origin, religion, sex (including pregnancy), age, sexual orientation, disability, marital status, personal appearance, gender identity and expression, family responsibilities, political affiliation, source of income, veteran status, an individual’s genetic information or any other bases under federal or local laws (collectively "Protected Bases") in its programs and activities.