Marketing strategy for initiatives that expand outreach and build institutional branding and visibility through unifying, comprehensive communications plans.
Build brand equity (value) and affinity (emotional attachment), instill pride and drive engagement within the Charlotte market and beyond.
Provides strategic planning of effective brand engagement tactics with campus constituents through multi-faceted channels such as paid/owned advertising, digital experiences, direct mail, websites, newsletters, mass email, text, etc., as aligned with the university mission, vision, values, and objectives.
Continual planning and development of brand initiatives including tracking what peer and other higher education institutions might be doing.
Development of creative engagement strategies to increase and maintain unit audiences including alumni, current students/future alumni, and the community.
Oversee the full life cycle of select website content management — from asset-gathering to production, promotion, maintenance and sunsetting. Additionally responsible for the main charlotte.edu website content and impending redesign.
Mentor campus units in best practice marketing, engagement campaigns and communications.
Management of paid marketing, including media buys in partnership with other units on campus.
Management of SEO and SEM tactics ensuring all marketing efforts are moving in an upward trajectory, and providing recommendations for those that are not.
Work with unit to build the University personality in the marketplace through multiple initiatives and engagement projects like NNW.
Minimum Experience / Education:
Required Minimum Qualifications:
Bachelor's degree in a discipline related to the area of assignment; or equivalent combination of training and experience. All degrees must be received from appropriately accredited institutions.
University Preferred Qualifications:
Graduation from a four-year college or university with a major in a closely related field and at least three years of experience that provides the knowledge, skills and abilities needed in the area of assignment.
Preferred Education Skills and Experience:
Bachelor's degree in related field and 3 years of experience.
Excellent communications and problem solving skills.
Thorough knowledge of the methods and techniques of planning, writing and editing, designing, and producing engagement marketing content with the ability to edit and analyze content prepared by others.
Experience in MS Office, Google Suite, Google Ads.
Preferred experience with Adobe Creative Cloud, Google Tag Manager, Google Search Console, SEM Rush.
Knowledge of Accessibility, WCAG (Web Content Accessibility Guidelines), ADA, CAN-SPAM, and truth in advertising laws, ensuring the marketing and communications are compliant.
Understanding of audience segmentation tactics and criteria.
Some understanding of the UX design cycle, including user journey and persona development.
Portfolio of previous work preferred.
Previous staff management experience is desirable.
UNC Charlotte is North Carolina's urban research institution. Our campus is located in the piedmont of North Carolina, just two hours from the mountains and three hours from the Atlantic Ocean. A large public university with a small college feel, more than 27,200 students consider UNC Charlotte’s 1,000-acre campus their home away from home.