Reporting to the Senior Director of Marketing and Digital Strategy, the Assistant Director of Marketing is responsible for creating and implementing a multi-channel Institutional Brand strategy to clarify, differentiate, promote, and raise the visibility of the Regis College brand. This position will develop and implement marketing campaigns for special programs at Regis that increase brand visibility and awareness; specifically, the work will focus on complementing undergraduate and graduate marketing strategies that directly contribute to enrollment growth, student retention, and increased brand awareness. This position is part of a communications and marketing team that supports brand, enrollment, and internal marketing across the university.
Responsibilities include the development of an Institutional Brand marketing plan that would encompass the following:
Brand Guidelines: Work closely with the Senior Director of Marketing and Digital Strategy to update, clarify, and maintain all components of Regis’ brand to create a differentiating, competitive advantage and to support the University’s goals for excellence and growth. Weave together varying aspects of the brand into a succinct, cohesive, and outward-focused University brand. Communicate the brand externally and internally, working with all departments and stakeholders to create a brand-focused culture and to ensure brand consistency.
Brand Strategy and Content: Implement a multi-channel, multi-content brand marketing strategy tailored to individual channels including Regis’ web presence, digital campaigns, social media, and traditional media. The plan should complement and directly contribute to the university’s marketing plans focused on undergraduate, graduate, and professional studies’ enrollment growth. Collaborate with the Marketing and Communications, (MarComm) team and broader community to generate stories to be used across multiple channels to communicate Regis’ brand both externally and internally; and to operationalize the brand strategy to incorporate best practices in capturing the attention of a variety of audiences including prospective students, partners, and donors.
Brand Governance: Oversee and review and external and internal graphics design resources to serve the marketing needs of all University departments including undergraduate, graduate, and professional studies enrollment, institutional advancement, alumni relations, Lifelong Learning at Regis College (LLARC), the Children’s Center, Athletics, Gear Shop, and others. Work with the MarComm team to ensure content on the Regis website meets brand standards and remains current, engaging, and accessible.
Special Programs: Develop and implement marketing campaigns for the Summer Scholars program, Intersession Classes, Lorraine’s Leaders, Veterans and Military Families, and other programs as assigned. Collaborate with MarComm team to align campaigns with undergraduate and graduate enrollment marketing plans.
Data Analysis and Reporting: Use data, e.g., Key Performance Indicators (KPIs) and Return on Investment (ROI) metrics, to continually monitor, measure, improve, and provide regular reports to manager and others about marketing strategy performance.
Conduct internal and external market research to gauge perception and awareness of the Regis College brand.
Align the Regis brand with current and emerging issues and trends in higher education and in the areas of diversity, equity and inclusion.
Actively support the mission of Regis College by working with students, staff, faculty, and alumni, to share in the University’s core values as a Catholic institution founded by the Sisters of St. Joseph of Boston.
Other job-related duties as assigned.
Minimum of a bachelor’s degree in marketing or related field(s) with successful experience developing and implementing strategic and tactical marketing plans, preferably in higher education.
A commitment to inclusive excellence in a diverse educational community.
Ability to work collaboratively across the entire organization, MarComm team, Admission, Student Affairs, Faculty, Staff, and other constituents.
Experience working with outside marketing agencies to execute key aspects of a marketing strategy, e.g., paid search advertising, paid social advertising, CRM/marketing automation efforts, etc.
Ability to effectively analyze, evaluate, interpret, and present data to diverse audiences.
A collaborator, innovator, and communicator with excellent organizational ability, interpersonal skills, and high aptitude in oral, written, digital, and design-oriented communication.
Ability to manage effectively across multiple competing projects and priorities.
Thorough familiarity and experience using the Adobe Creative Suite, marketing automation applications, CRM applications, Website Content Management Systems (CMS), and the full Microsoft Office suite.
Familiarity with Search Engine Optimization (SEO), Google Analytics, Social Media Marketing, and Paid and Social Advertising.
Graphic design skills/expertise is a plus but not required.
Working Conditions/Physical Demands:
May spend extended periods at terminal, on telephone, or operating other office machines requiring eye-hand coordination and finger dexterity.
Normal office environment, not subject to extremes in noise, odors, etc.
A hybrid work schedule of campus-based and remote work may be available subject to job performance and manager approval.
The above statements are intended to describe the general nature and level of work being performed by people assigned to do this job. The above is not intended to be an exhaustive list of all responsibilities and duties required.
Protecting the Regis Community
All faculty, staff, and students who live, learn, and work on Regis College’s Weston MA campus are strongly encouraged to be vaccinated for COVID-19. COVID-19 immunization is required for faculty, staff, and students who learn and work in the Regis College Dental Center and Autism Center, consistent with federal mandates. For further information, please review Regis College’s health and safety protocols.
External and internal applicants, as well as position incumbents who become disabled as defined under the Americans With Disabilities Act, must be able to perform the essential job functions (as listed) either unaided or with the assistance of a reasonable accommodation to be determined by management on a case-by-case basis.
In employment, as in education, Regis College is committed to equal opportunity and affirmative action. Regis does not discriminate on the basis of race, color, age, religion, creed, sex, gender identity or expression, sexual orientation, ethnic or national origin, ancestry, citizenship, marital or parental status, physical or mental disability, genetic information, pregnancy, veteran’s status, membership in uniformed services or any other protected status.
Rooted in the Catholic intellectual tradition and inspired by the social justice values of our founders, the Sisters of St. Joseph of Boston, Regis College is a welcoming and inclusive community. We are called to provide access to an academically rigorous education through innovative learning opportunities and collaborative engagement at all degree levels. We educate the whole person, preparing our students to pursue excellence, to become change agents in their own communities, and to serve and lead as advocates for a more just and compassionate global society.