At least 8 years of progressive marketing leadership experience is required, including direct ownership of paid media, social media, and search engine optimization/content strategy.
Working knowledge of artificial intelligence and generative search visibility, such as generative engine optimization or answer engine optimization, is required; alternatively, candidates may have a strong search engine optimization/content foundation and demonstrated ability to build new capabilities from scratch.
Experience building and leading teams, managing significant budgets and vendor relationships, and translating performance data into executive-level strategic recommendations is required.
The ability to collaborate across Creative, Web, Communications, Enrollment, and Advancement and present to senior governance bodies is required.
Responsibilities
Direct paid digital and out-of-home advertising strategy and execution in partnership with Enrollment Management to increase inquiries, applications, and enrollment.
Own budget allocation, media planning, and vendor relationships across paid channels.
Direct organic and paid social media strategy across LinkedIn, TikTok, Instagram, Facebook, and YouTube to build audience engagement, community, and brand affinity.
Ensure social content and campaigns reinforce cohesive brand messaging.
Own search engine optimization and blog/content marketing strategy to grow organic visibility, authority, and qualified traffic, with target search terms mapped to program and school pages.
Manage sponsorship relationships and agreements from initial evaluation through activation and performance tracking against enrollment funnel goals.
Lead collaborative marketing initiatives with Creative Services, social media, and Web teams to develop cohesive brand messaging and campaigns.
Coordinate with Enrollment Management to align marketing strategies with recruitment goals.
Develop and execute strategies to improve the University's representation, citation, and recommendation in AI-generated answers, including content structuring, structured data/schema, authoritative source-building, and citation-worthy content practices.
Monitor the competitive landscape of AI visibility among peer institutions and report share-of-voice trends to leadership.
Use market research, analytics, and performance metrics across paid, social, owned, and AI visibility channels to inform strategy and optimize results.
Oversee budgets, vendor relationships, technology platforms, and external partnerships.
Recruit, mentor, and lead a high-performing marketing team.
Coordinate with Creative Services on video strategy and production planning, ensuring output is high-quality and on brand.
Desired Qualifications
Experience in higher education marketing, enrollment marketing, or another complex, multi-stakeholder consumer marketing environment is preferred.
Direct experience building the artificial intelligence/generative search visibility function elsewhere is a plus.
Posting Title
Executive Director of Marketing
Overview
The Executive Director of Marketing builds and leads Catholic University's demand generation engine: paid media, social media, and owned media (SEO and content/blogs), unified under a singleperformance-driven strategy that drives enrollment and strengthens brand position.As prospective students, families, and researchers increasingly discover and evaluate universities through AI-driven search and generative answer engines rather than traditional search results alone, theUniversity needs a deliberate strategy to ensure Catholic University is accurately represented, consistently cited, and competitively visible in these environments. The Executive Director will lead themarketing side of this build, working jointly with Brand/Creative and Communications to define, measure, and grow the University's presence in AI-generated answers.
The projected salary range for this position, which represents the full range of anticipated compensation, is: $160,000 to $165,000 annually
Responsibilities
1. Paid Media: Direct paid digital and out-of-home advertising strategy and execution in partnership with Enrollment Management to increase inquiries,applications, and enrollment. Own budget allocation, media planning, and vendor relationships across paid channels.
2. Social Media Marketing: Direct organic and paid social strategy across platforms (LinkedIn, TikTok, Insta, FB, YouTube) to build audienceengagement, community, and brand affinity. Ensure social content and campaigns reinforce cohesive brand messaging.
3. Owned Media (SEO & Content): Own SEO strategy and blog/content marketing to grow organic visibility, authority, and qualified traffic, withtarget search terms strategically mapped to drive traffic to program and school pages.
4. Sponsorships: Manage sponsorship relationships and agreements end-to-end,from initial evaluation through activation and performance tracking againstenrollment funnel goals.
5. Collaboration: Lead collaborative marketing initiatives by working with Creative Services, social media, and Web teams to develop cohesive brandmessaging and campaigns that drive engagement and enrollment, while coordinating closely with Enrollment Management to align marketing strategies with recruitment goals.
6. AI Visibility: Develop and execute strategies to improve how the University is represented, cited, and recommended in AI-generated answers, includingcontent structuring, structured data/schema, authoritative source-building, and citation-worthy content practices (generative engine optimization/answer engine optimization).
7. AI Trends: Monitor the competitive landscape of AI visibility among peer institutions and report share-of-voice trends to leadership.
8. Analytics, Reporting: Leverage market research, analytics, and performance metrics across paid, social, owned, and AI visibility channels to inform strategy and optimize results.
10. Team Leadership: Recruit, mentor, and lead a high-performing marketing team that fosters innovation and accountability. As a member of theleadership team, the senior director participates in talent searches and fills in leadership gaps during transitions as needed.
11. Video: Coordinate with Creative Services on video strategy and production planning, ensuring output is high-quality and on brand.
Qualifications
Educational Requirements: Bachelor's degree with:
-8+ years of progressive marketing leadership experience, with direct ownership of paid media, social media, and SEO/content strategy.-Working knowledge of AI/generative search visibility (GEO, AEO, or equivalent emerging discipline), or a strong SEO/content foundation and a demonstrated ability to build new capabilities from scratch.-Direct experience building this function elsewhere is a plus, not a requirement.-Experience in higher education marketing, enrollment marketing, or another complex, multi-stakeholder consumer marketing environment preferred.-Proven ability to build and lead teams, manage significant budgets and vendor relationships, and translate performance data into executive-level strategic recommendations.-Strong cross-functional collaborator (Creative, Web, Communications, Enrollment, Advancement), comfortable presenting to senior governance bodies.