University of Massachusetts Amherst Executive Director for Marketing Strategy & Program Development in Amherst, Massachusetts

Executive Director for Marketing Strategy & Program Development

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Job no: 496092

Work type: Staff Full Time

Location: UMass Amherst

Department: Online Education

Union: PSU

Categories: Administrative/Office Support

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 Executive Director for Marketing Strategy and Program Development reports directly to the Senior Vice Provost for Online Education and is responsible for marketing efforts to generate demand for revenue-generating programs. This position will oversee the development of new and existing programs as well as the marketing needed to support growth on a local and national stage. Executive Director for Marketing Strategy and Program Development implements the development plans that support the online strategy and goals for the University of Massachusetts Amherst. This individual manages the program prioritization process for all revenue generating programs and sets the annual marketing budget. The Executive Director for Marketing Strategy and Program Development will work to ensure consistency of brand message. Work closely with University Relations to assist in the coordination and implementation of all revenue-generating programs marketing efforts.

Essential Functions

  • Responsible for setting the annual marketing budget for all UMass Amherst revenue-generating programs

  • Coordinates with University Relations to create marketing campaigns for all revenue-generating programs

  • Tracks marketing campaign efficacy via real-time analytics and makes necessary adjustments to improve campaign performance

  • Works with college/school program managers to solicit market research data to support growth of existing programs as well as to identify new program opportunities

  • Oversees new business development efforts and corporate partnerships

  • Oversee the creation and administration of all communication plans for all revenue-generating programs

  • Oversees the lead management process using campus-level CRM system and supporting processes.

  • Other responsibilities as assigned.

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

  • 10 years of related professional work experience.

  • Master’s degree.

  • Demonstrated knowledge of strategic marketing and communication principles, promotional strategies, online and print marketing tactics, and market research methodologies.

  • Experience with branding, creative design, and content development.

  • Ability to write in a clear, concise, and compelling manner.

  • Ability to craft and communicate unique messaging about programs and brand differentiators, and gain buy-in from stakeholders.

  • Understands marketing metrics and leverages them to drive leads and student recruitment. Experience preparing and communicating relevant analyses and reports to varied stakeholders.

  • Capacity for a high degree of independent decision making and initiative, including the ability to establish priorities and concurrently manage multiple complex tasks.

  • Ability to effectively collaborate with marketing professionals, particularly mid and senior-levels.

  • Ability to set work priorities, manage multiple projects, and meet deadlines in a fast-paced environment. Anticipates project issues and establishes plans to remedy in a timely and efficient fashion.

  • Ability to quantify results in a clear, concise, user-friendly manner.

  • Demonstrated leadership skills and experience. Team builder committed to establishing and cultivating a positive and harmonious work environment/culture with a diverse population of stakeholders.

  • Exercise discretion and confidentiality when interacting with stakeholders.

  • Solid analytical skills and the ability to think strategically.

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

  • Understanding of the unique challenges and opportunities in a highly competitive higher education market.

  • Experience developing, analyzing, and managing program budgets.

Salary Information

Salary is commensurate with experience.

Special Instructions to Applicants

Completed application should include cover letter, resume, and contact information of three reference/recommendation sources.

UMass Amherst is committed to a policy of equal opportunity without regard to race, color, religion, gender, gender identity or expression, age, sexual orientation, national origin, ancestry, disability, military status, or genetic information 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 the UMass Amherst to comply with the applicable federal and state statutes, rules, and regulations concerning equal opportunity and affirmative action.

Advertised: Oct 16 2018 Eastern Daylight Time

Applications close: