| Job Description Summary: | The Office of Communications and Marketing is comprised of a high performing team responsible for advancing the university’s reputation and telling GW’s story through a diverse array of university channels, including digital and web properties and publications, multimedia and web properties, creative services, publications, media relations and paid marketing efforts across the university. This office drives the strategy and tactics for showcasing and raising the visibility of the university’s experts, initiatives, and accomplishments.
The George Washington University is seeking a seasoned higher education marketing strategist and energetic leader to serve as Associate Vice President (AVP) for Marketing.
The AVP for Marketing will lead a newly centralized marketing apparatus to devise and manage a comprehensive strategy to tell GW’s story and advance its reputation locally, nationally and globally. Serving as a thought partner and counsellor to university leaders, the incumbent will lead enterprise brand development and implement marketing plans to support reputational, enrollment, and advancement goals, as well as key leadership and administrative initiatives. This collaborative, innovative leader will inspire and manage a team of over 25 talented, dedicated staff responsible for strategic services across the university, including creative design, marketing services, centralized digital, social and traditional advertising strategy and placement, web and mobile design and user experience.
The ideal candidate will be an experienced change agent with deep expertise developing and implementing brand strategy and compelling marketing campaigns within a large, matrixed organization, ideally in the higher education setting. The new leader will have a track record of leading large and cross-functional teams and managing multiple, distinct work streams across a full array of channels, multiple markets, and target audiences. The successful candidate will be adept in envisioning and managing a sophisticated content operation accountable to strong performance measurement and metrics.
This role reports to the Vice President of Communications and Marketing, and will work closely in partnership with the AVP of Communications.
Responsibilities Include:
- Accountable for establishing and maintaining an integrated brand and marketing apparatus to raise GW’s profile and strengthen its reputation; responsible for envisioning and driving integrated strategic brand and marketing, campaigns, programs, and activities.
- Oversees university wide integrated marketing requirements for all key stakeholders to successfully drive the development of strategic marketing strategy and plan that enhances GW’s brand and achieve both long-and short-term school and unit objectives.
- Serves as strategic counsellor to university’s school and unit leaders, working with Enrollment Office to drive campaigns and partnerships across the university to support undergraduate and graduate enrollment.
- Partners with and advises the Office of Development and Alumni Relations to develop and execute integrated marketing strategies to strengthen donor and alumni support and engagement.
- Leverages and interprets research, market analysis and external market insights to uncover all of GW’s market opportunities and influences on the GW brand. Ultimately, steward the GW brand to a place of clarity and prominence by utilizing data to inform the development of strategic, integrated communications and marketing plans that achieve awareness, attribution, engagement, preference, and conversion.
- Lead and integrate design, web, marketing, special project and marketing campaign teams under a newly established structure, to better support reputational, enrollment, advancement and engagement goals.
- Oversee development of comprehensive assessment the effectiveness of marketing initiatives and campaigns using key performance indicators and metrics, regularly report to key stakeholders, and make data- informed recommendations and decisions to adjust marketing strategies and tactics as needed.
- This is an executive position at the university that, in addition to leading a major function at the organization, has enterprise-wide scope and leads and manages the staff of the unit to strategically accomplish university goals. This is a single incumbent position with enterprise-wide scope. Performs other duties as assigned
Perform other work-related duties as assigned. The omission of specific duties does not preclude the supervisor from assigning duties that are logically related to the position.
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| Preferred Qualifications: | - 10+ years of progressive experience leading integrated marketing teams in complex environments, preferably in higher education. The ideal candidate will be adept and comfortable operating in a complex, matrixed environment with a track record of collaborative transformation.
- Established leader in developing sophisticated, integrated and efficient marketing strategies and implementing successful multi-channel campaigns.
- A marketing innovator well steeped in the most advanced digital marketing and brand tools with leadership expertise across digital, social, and mobile media.
- Demonstrates a positive leadership style, adept at inspiring and leading teams with varied backgrounds and skills.
- Superior writing, editing, and presentation skills to engage with the full array of university community members, to include senior administrative leaders, faculty, staff, students, and alumni.
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