University of Miami Associate Director, Marketing in Coral Gables, Florida
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The University of Miami is among the top research universities and academic medical centers in the nation, and one of the largest private employers in South Florida.
With more than 16,000 faculty and staff, the University strives for excellence, and is driven by a powerful mission to transform and impact the lives of its students, patients, members of the community, and people across the globe.
The University is committed to fostering a culture of belonging, where everyone feels valued and has the opportunity to add value. Through values of Diversity, Integrity, Responsibility, Excellence, Compassion, Creativity, and Teamwork (DIRECCT) the U community works together to create an environment driven by purpose, excellence, community, and service.
CORE JOB SUMMARY
The Associate Director, Marketing leads and coordinates full-funnel integrated marketing programs within a cross-functional team environment with the goal of increasing company visibility and profitability. Further, the Associate Director, Marketing serves as liaison to key external agencies to further the University’s marketing objectives.
CORE JOB FUNCTIONS
Oversees the development of new business opportunities that support the overall growth strategy.
Manages the marketing, sales, and product development teams.
Builds and supports ongoing media and web experience, best practice optimization, and collaboration processes.
Identifies and helps to develop strategic relationships with partners.
Reviews and analyzes the results of past campaigns and develops new initiatives.
Assists in the development of annual budgets and long-range plans.
Identifies and advises senior management on market trends and competitive information.
Represents the company at industry seminars, conferences, and congresses.
Establishes and continuously assesses the effectiveness of the internal controls within the unit and compliance with University policies and procedures. Ensures employees are trained on controls within the function and on University policy and procedures.
This list of duties and responsibilities is not intended to be all-inclusive and may be expanded to include other duties or responsibilities as necessary.
Bachelor’s Degree in relevant field required; Master’s degree preferred.
Minimum 5 years of relevant experience
Annual salary is $80,000
Please note there is no relocation offered
Knowledge, Skills, and Attitudes:
Knowledge of business and management principles.
Ability to direct, manage, implement, and evaluate department operations.
Ability to establish department goals and objectives that support the strategic plan.
Ability to effectively plan, delegate, and/or supervise the work of others.
Ability to lead, motivate, develop, and train others.
Department Specific Functions
Reporting to the Executive Director of Marketing for the Division of Continuing & International Education (DCIE), the Associate Director, Marketing develops, executes, and assesses marketing strategies and content that align with the Division’s goals to attract, engage, and enroll prospective students. The position is responsible for managing and executing effective advertising and communication strategies that achieve enrollment goals, including the development of marketing plans and a media budget. Manages marketing staff members and student workers.
Primary Duties and Responsibilities:
Works with the marketing team, program staff, instructors, and alumni to execute marketing strategies and campaigns aligned to enrollment goals that feature academic programs and highlight career opportunities and alumni outcomes to prospective students in local, national, and global markets.
Uses CRM and other performance tracking tools to analyze, measure, and report on marketing campaigns' success against key performance indicators (KPIs.)
Ensures that marketing efforts have generated awareness, interest, and enrollment and makes future strategy and content recommendations based on findings.
Manages external agencies and partners; oversees execution and delivery of all deliverables, including, but not limited to, email communications, social media, broadcast and digital media buying and production, content development, collateral development, video, and graphic design. Plans effective use of marketing resources and staff in support of these efforts.
Directs all digital advertising and sponsored content activities, such as display and search advertising, search engine optimization (SEO), and retargeting efforts.
Manages the online content, redesign, and migration of the organization’s websites to ensure it is dynamic, accurate, up-to-date, and in line with branding, design, and editorial standards.
Manages and executes digital advertising on Google Ads, paid and organic social media, broadcast, radio, print advertising, and direct mail campaigns.
Collaborates with departmental leadership and key contacts throughout the Division to review content on an ongoing basis and assures internal and external user experience needs are met through timely communications.
Acts as the primary liaison between the respective Division’s units and the marketing department by ensuring that the Division's marketing and communication needs are met within the context of the overall University brand and marketing standards.
Enhances the Division's visibility through coordinating and participating in special community events such as webinars, exhibits, and presentations.
Plans, writes, edits, produces, and disseminates various marketing communications materials, including news and features for print magazines, press releases, copy for radio, copy for emails, websites, social media, copy for PowerPoint presentations, and copy for brochures and other marketing materials.
Builds and enhances the websites and social media presence of each DCIE program in accordance with best practices and alignment with strategic marketing goals; ensures websites are kept up to date and relevant to target audiences.
Plans, manages, and coordinates social media activities, including creating, scheduling, monitoring posts, and updates, and engaging with and responding to social media audiences.
Assists with the scripting and development of video content, including department or program-specific videos for web or social media.
Manages and tracks marketing advertising and production budgets.
Other duties as assigned
Knowledge, Skills, and Attitudes:
Minimum of 5 years of marketing management experience, with proven results in sales and revenue generation.
Must be proficient in Salesforce, including establishing data fields, setting up campaigns, and developing dashboards and reports.
Must have exceptional project management skills with a proven track record in meeting deadlines and managing multiple marketing projects, including a successful record of meeting deadlines and deliverables.
Proficient with marketing automation tools, such as Pardot and Marketing Cloud, mass email automation systems, and social media tracking tools
Google Ads certified, preferred
Proven record of accomplishment in creating, launching, and managing successful digital advertising, using search, display, social media, and retargeting
Proven record of accomplishment in SEO and digital content campaigns across email, social media, and web channels
Experience in creating, launching, and managing print, radio, and television advertisements
Experience in creating, launching, and managing landing pages and web pages, including using A/B testing
Proficiency with analytics tools (e.g., Google Analytics, Hootsuite) for measurement and reporting
Must have developed and launched content and increasing engagement through social media within a business setting
Must have exceptional written communications skills and demonstrated ability to plan and produce compelling communications campaigns across multiple platforms
Must have budget management experience
Additionally, the following experience is highly desirable: Design experience and knowledge of Adobe Creative Cloud
The above statements are intended to describe the general nature and primary responsibilities of this job classification. Specific duties and tasks may vary based upon departmental needs. Other duties may be assigned to the above consistent with the knowledge, skills, and abilities required for the job.
The University of Miami is an Equal Opportunity Employer - Females/Minorities/Protected Veterans/Individuals with Disabilities are encouraged to apply. Applicants and employees are protected from discrimination based on certain categories protected by Federal law. Click here (https://www.hr.miami.edu/careers/eo-ada/index.html) for additional information.
A vibrant and diverse academic and healthcare community, the University of Miami and the University of Miami Health System have rapidly progressed to become one of the nation’s top research universities and academic medical centers in the nation.
A private research university with more than 17,000 students from around the world, the University of Miami is focused on creating a future that cuts across geographic, cultural, and intellectual borders.
The University comprises 11 schools and colleges serving undergraduate and graduate students in more than 180 majors and programs. The University ranks No. 57 on U.S. News & World Report’s 2020 Best Colleges list and ranked No. 49 in the 2020 Wall Street Journal/Times Higher Education College Rankings.
Established in 1925 during the region's famous real estate boom, today the University is a major research university engaged in nearly $346 million in research and sponsored program expenditures annually. While the majority of this work is housed at the Miller School of Medicine, investigators conduct hundreds of studies in other areas, including marine science, engineering, education, and psychology.
Bascom Palmer Eye Institute is ranked the #1 eye hospital in the USA and offers some of the nation's premiere eye doctors to treat every eye condition for adults. Sylvester Comprehensive Cancer, part of the Miller School of Medicine, received the prestigious National Cancer Institute designation in 2019.