Director, Recruitment Marketing and Brand Strategy
Location: New Brunswick, New Jersey
Internal Number: 180586
Reporting to the Vice Chancellor for Marketing and Communications, the Director of Recruitment Marketing and Brand Strategy will help expand and define Rutgers University-Camden's branding and advertising strategies while growing brand recognition across the country to assist with the marketing and recruitment of future students. The Director of Recruitment Marketing and Brand Strategy will have a solid understanding of developing and implementing marketing and communications strategies and paid digital marketing/advertising strategy to expand Rutgers-Camden's reach on multiple digital platforms while managing the recruitment and branding awareness budget and allocate funds to channels that are effective at reaching the intended audience. In collaboration with the Vice Chancellor for Marketing and Communications, the Director of Recruitment Marketing and Brand Strategy will develop strategies to build brand awareness and engagement through creating and curating content and strong storytelling aligned with Rutgers-Camden narrative, Chancellor-led initiatives, and other frameworks and academic unit/functional narratives.
In conjunction with the Vice Chancellor of Marketing and Communication, the Director of Recruitment Marketing and Brand Strategy will develop the marketing and branding strategic direction positioning Rutgers University-Camden for future growth. Further, this position will do all of the following:
Lead the strategic planning efforts for Rutgers University-Camden by implementing the long-term brand strategy and recruitment marketing initiatives to increase brand identity, recruitment, and enrollment growth for the campus-wide student population targeting local, statewide, and national audiences.
Build and maintain relationships with faculty, staff, and other constituents to promote stories and news of the university to retain and attract prospective students and highlight alums through targeted yield and journey marketing and branding campaigns to maintain brand loyalty to increase enrollment and recruitment efforts.
Direct and provide strategic brand leadership for the marketing and digital transformation processes.
Champion and maintain oversight of RU-C's brand to build and create effective university campaigns/ads and paid advertising by creating clear messages and calls to action using strategic marketing and brand tools.
Provide leadership to the implementation and production of the university's magazine, a critical recruitment marketing tool; will oversee the editorial execution and themes and will formulate a content plan in collaboration with the editorial board; selects writers, photographers, designers, and illustrators to create the best mix of stories to inform and educate readers about RU-C in a high-quality format to aid in increasing enrollment efforts.
Lead a team of thee-four recruitment marketing and brand professionals.
Drive the creation and maintenance of a marketing framework based on data and analytics from best practices in collaboration with the RU-C recruitment marketing and branding team.
Develop internal and external market insights, recruitment websites, microsites, and social media channels related to targeting and hyper-targeting and content development tailored to specific audiences based on their preferred value proposition.
Collaborate with internal and external constituents to promote and strengthen the University brand through events, activities, and communications to advance the brand.
Develop and implement short and long-range strategies that broadly display the University brand to external and internal audiences, promoting an understanding of supporting and living the brand.
Oversee the digital media contract and RFP process to ensure deliverables.
Track progress and develop metrics for all advertising campaigns and presents updates to Marketing and Branding leadership.
Develop digital marketing campaigns using other advertising forms, including print and out-of-home ads.
Serve as a resource for the enrollment marketing team to organize an efficient workflow with solid outcomes.
Develop a system for tracking and sharing university accolades, rankings, lists, and content that helps advance the RU-C story.
Develop innovative projects that increase the depth and breadth of engagement of prospective students via existing and emerging channels.
Identify and scan industry trends to seek opportunities to test or adopt new communication and marketing strategies and tactics.
Minimum Education and Experience:
Bachelor's degree in a related field
Seven to ten years of directly related experience, with a minimum of five years of experience of increasing responsibility in a management or leadership role
Must have previous experience in traditional, digital and social media marketing and the ability to develop strategic marketing plans.
Required Knowledge, Skills, and Abilities:
Must have knowledge and understanding of current and emerging industry requirements and practices.
Incumbent must be highly organized with the ability to handle multiple responsibilities and should be a regular contributor to a fast-moving team.
The position requires good judgement in dealing with sensitive issues, and the ability to handle projects with multiple deadlines.
The incumbent must be able to effectively assign projects to, manage, delegate to and provide feedback and direction to others.
This position requires critical thinking and creative problem solving.
The incumbent must be able to work professionally and collaboratively with a broad range of people, including high-level executives, administrators, faculty, staff and students. There must be a commitment to working with a diverse population.
A master's degree in marketing, business, communications, analytics, higher education, or directly related discipline is preferred.
Rutgers, The State University of New Jersey, is a leading national public research university and the state's preeminent, comprehensive public institution of higher education. Rutgers is dedicated to teaching that meets the highest standards of excellence; to conducting research that breaks new ground; and to turning knowledge into solutions for local, national, and global communities. As it was at our founding in 1766, the heart of our mission is preparing students to become productive members of society and good citizens of the world. Rutgers teaches across the full educational spectrum: preschool to precollege; undergraduate to graduate and postdoctoral; and continuing education for professional and personal advancement. Rutgers is New Jersey's land-grant institution and one of the nation's foremost research universities, and as such, we educate, make discoveries, serve as an engine of economic growth, and generate ideas for improving people's lives.