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University of Massachusetts Amherst Director of Marketing UMass Flex (Hybrid Opportunity) in Amherst, Massachusetts

Director of Marketing UMass Flex (Hybrid Opportunity)

Apply now ( Job no: 519560

Work type: Staff Full Time

Location: UMass Amherst



Categories: Public Relations, Marketing, Communications, PSU A

About UMass Amherst

UMass Amherst, the Commonwealth's flagship campus, is a nationally ranked public research university offering a full range of undergraduate, graduate and professional degrees. The University sits on nearly 1,450-acres in the scenic Pioneer Valley of Western Massachusetts, and offers a rich cultural environment in a bucolic setting close to major urban centers. In addition, the University is part of the Five Colleges (including Amherst College, Hampshire College, Mount Holyoke College, and Smith College), which adds to the intellectual energy of the region.

Job Summary

The Director of Marketing will manage and execute a marketing and communications plan to promote the UMass Flex brand and associated online education offerings, with the goal of positively affecting brand awareness, enrollment, and annual revenue.

Reporting to the Executive Director of Marketing Strategy in University Relations, this role will build on nearly 50 years of innovation in distance education and online learning at UMass Amherst by targeting today’s students that are seeking a high-quality university experience and true flexibility in accessing educational opportunities. The UMass Flex initiative is dedicated to bridging and integrating our rich on-campus learning experiences with the access and optionality available to students via live online and asynchronous learning modes. UMass Flex is an expansion of the world-class academics of UMass Amherst that provides flexible access to our rich campus experience for all learners on and off campus.

Essential Functions

  • Develop communications that create awareness of and appreciation for the UMass Flex brand to a variety of audiences including current students, potential students, faculty, staff and thought leaders.

  • Create and execute marketing campaigns for UMass Flex associated programs such as ‘Summer Session’, ‘Winter Session’, and program specific such as ‘Sustainable Food and Farming’ or ‘Sociology’ or ‘computer science.’

  • Work in close collaboration with Executive Director of Marketing Strategy, Flexible Education, University without Walls team and administrative unit to support marketing and program goals.

  • Support School and Colleges offering Flex programs with consulting on marketing strategy, internal communications and coordinating teams that run paid media, CRM support, website content and supporting creative assets.

  • Develop, implement, manage and track a comprehensive marketing strategy to help UMass Flex programs achieve enrollment goals.

  • Conduct market research to help assess marketing trends in flexible learning, and competition for UMass Flex programs and educational offerings.

  • Lead the creation, communication, and distribution of marketing assets through traditional and digital media (including SEM, video and social media).

  • Identify populations of prospective UMass Flex students and manage marketing activities that utilize customer relationship management (CRM) software (including program landing pages and email).

  • Work with project managers, collaborating with various creative & design teams to reach project goals for UMass Flex.

  • Support marketing infrastructure and analytics to understand sources of UMass Flex web traffic and lead generation.

  • Ensure departments and other units across the UMass Flex portfolio are engaged and supported by building strong relationships and collaborating on key initiatives to support the strategic goals of UMass Flex.

  • Oversee, update and track analytics (activity) for the UMass Flex web presence.

  • Serves as a member of the UMass Flex Education steering committee.

  • Manage off-campus vendors and services as appropriate.

Other Functions

Perform other duties as assigned.

Minimum Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)

  • Bachelor’s Degree.

  • More than five years' experience in developing and executing strategic marketing campaigns.

  • Excellent oral and written communication skills; demonstrated creative ability.

  • An ability to cultivate relationships and collaborate with other departments and communicators.

  • Excellent analytical skills and ability to work with partners to optimize marketing investments.

  • Strong leadership and management skills with the ability to work independently to set goals, gather resources, and direct efforts.

  • Ability to work independently, often on short deadlines, in a fast-paced environment.

  • Experience with digital marketing, email marketing, social media content creation, and management of websites.

Preferred Qualifications (Knowledge, Skills, Abilities, Education, Experience, Certifications, Licensure)

  • Familiarity with emerging digital platforms and best practices for digital communications.

  • Experience with Salesforce CRM.

  • Experience conducting market research.

  • Experience in online / distance or hybrid education marketing.

  • Interest in marketing higher ed products and services.

Physical Demands/Working Conditions

Typical office environment.

Work Schedule

  • Monday - Friday, 8:30 AM - 5:00 PM.

  • This position has the opportunity for a hybrid work schedule, which is defined by the University as an arrangement where an employee’s work is regularly performed at a location other than the campus workspace for a portion of the week. As this position falls within the Professional Staff Union, it is subject to the terms and conditions of the Professional Staff Union collective bargaining agreement.

Salary Information

Level 29

PSU Hiring Ranges (

Special Instructions to Applicants

In addition to the application, please submit a resume, cover letter, and three (3) professional references.

UMass Amherst is committed to a policy of equal opportunity without regard to race, color, religion, caste, creed, sex, age, marital status, national origin, disability, political belief or affiliation, pregnancy and pregnancy-related condition(s), veteran status, sexual orientation, gender identity and expression, genetic information, natural and protective hairstyle and any other class of individuals protected from discrimination in employment, admission to and participation in academic programs, activities, and services, and the selection of vendors who provide services or products to the University. To fulfill that policy, UMass Amherst is further committed to a program of affirmative action to eliminate or mitigate artificial barriers and to increase opportunities for the recruitment and advancement of qualified minorities, women, persons with disabilities, and covered veterans. It is the policy of UMass Amherst to comply with the applicable federal and state statutes, rules, and regulations concerning equal opportunity and affirmative action.

Advertised: Jun 22 2023 Eastern Daylight Time

Applications close: