DESCRIPTION

Under the general supervision of the Associate Vice Chancellor for Enrollment Management (AVC-EM) and indirectly to the Chief Communications and Marketing Officer (CCMO) for University Communications (UCO) within the Chancellor's division, the Director of EM Marketing and Communications is responsible for the oversight, leadership and management of all marketing/communications functions for undergraduate Enrollment Management at UC San Diego.

The position serves as an area expert regarding trends and developments in marketing & communications within the field of Enrollment Management, including prospective student outreach and engagement, all aspects of the Admissions funnel, and Financial Aid and Scholarships. The Director of Marketing and Communications leads efforts to use effective and appropriate pathways to communicate with UC San Diego's target audiences using traditional media, emerging technology, and existing web/multimedia/online channels. They receive assignments in the form of objectives and determine how to use resources to meet schedules and goals; manage comprehensive marketing for Enrollment Management, including management of human, financial and physical resources; and provide guidance to subordinates to achieve goals in accordance with established policies.

The Director of EM Marketing and Communications leads and oversees a comprehensive marketing program encompassing the targeted outreach of all of the functional units of Enrollment Management (including Cal-SOAP, Office of Undergraduate Admissions, Financial Aid and Scholarships Office, the Registrar, and Student Outreach Council) in coordination with University Communications colleagues, and in sync with campus brand, marketing, and communications initiatives. They serve as team leader of the Enrollment Management Creative Services unit, a small team responsible for the development, implementation, and maintenance of all recruitment and enrollment communications and communication strategies for the department. They directly supervise an Assistant Director and Social Media Strategist, and indirectly supervise a Graphic Design / Media Specialist and Web Marketing Specialist, as well as two to four part-time student employees.

Duties of the position are to include:

*The creation and execution of a strategic, goal-based, data-driven enrollment management marketing/communications plan to promote brand identity domestically and internationally and to help drive global awareness of the UC San Diego undergraduate experience.

*Management and oversight of the integration of the UC San Diego campus brand with EM , ensuring EM messaging, imaging and department brand adheres to the UC San Diego brand standards.

*Oversight of general marketing support to individual EM units through advertising and promotional materials, web initiatives, prospective and continuing student outreach, and internal campus communications. Initiation of market research activities as a basis for data-driven marketing decisions. Identification of potential geographic markets, ideal venues, community partners, and target populations in order to devise and implement market penetration strategies.

*Collaboration with Admissions and Data Analytics teams to create filters and mine data to communicate to prospective and admitted students using the CRM (Slate) system.

*Collaboration with the Enrollment Management leadership to develop and implement plans to increase and convert contacts through the admissions funnel, including e-communications via the CRM system and social media platforms.

*Development of metrics and tracking mechanisms to evaluate the effectiveness of marketing initiatives, particularly the effectiveness of initiatives on pipeline/applications to UC San Diego from prioritized markets and demographic populations.

*Leadership of efforts to use effective and appropriate pathways to communicate with UC San Diego's target audiences using traditional media, emerging technology, and existing web/ multimedia/ online / social channels.

*Coordination with University Communications Office and UC Office of the President (UCOP) on critical communications issues and inquiries related to EM functions.

*Direction of the development of Enrollment Management online marketing and communications activities and overall web strategy to maximize the brand presentation and to drive interest in and enrollment in UC San Diego.

*Ensures an interactive, multi-media experience that engages and intrigues visitors and delivers key messages to our target audiences, resulting in inquiries about our programs, and ultimately, enrollment.

*Development of relationships across the University to enable the achievement of Enrollment Management marketing and recruitment objectives, including production of annual report targeted to internal stakeholders and partners.

*Cultivation and maintenance of partnerships with community colleges, community-based organizations (CBOs), and undergraduate educational institutions to assist in student identification, outreach, and sponsorship.

*Selection and management of contracted vendors, services, etc., including management and approval of all specs, costs, deliverables, timelines, and quality of product(s).

*Screens applications, interviews candidates and makes selection decisions. Trains and assigns work to new and continuing employees. Provides guidance on performance standards and University procedures. Independently conducts performance evaluations, including communication with subordinates. makes recommendations for employee incentive awards and salary increases including merits and reclassifications. Determines what discipline should be imposed for subordinates with authority to apply such, and/or submits/recommends same to higher level management.

*Maintenance of the confidentiality of student information in accordance with the Federal Family Educational Rights and Privacy Act (FERPA).

The Marketing and Communications Director serves as a member of the department’s Senior Leadership Team, which establishes short and long-range plans and implements, evaluates resources, systems, and programs to support the EM mission. This group collectively projects needs, directs planning to accommodate office functions to meet needs of the campus in the foreseeable future. All Senior Directors are expected to independently carry out special projects as assigned by the AVC EM as well as serve on ad hoc committees and intercampus workgroups and task forces. Senior Directors may be asked to write project plans, proposals, memos, and correspondences to campus and constituents as needed; represent the campus to a range of constituents as needed; and represent the campus to a range of constituents, including as a stand-in for AVC EM, as requested.

This position also serves as a University media resource and spokesperson and promotes opportunities for Enrollment Management to have media contact as appropriate. As such, they may be asked to draft speeches or other high-level correspondence by request of the AVC EM.

As part of the UCO team, the Director focuses on four key areas:

1) Strategic Communications, 2) Media Relations, 3) Public Relations and Marketing and 4) Multimedia, Publications, and Production.
As a member of this team, the Director provides strategic planning and implementation of comprehensive strategic communications efforts. This includes research, writing, branding and messaging, marketing, public relations and marketing, local and national media relations, publications and website content management for various print and online newsletters. Works in collaboration on projects involving graphic design, photography, video production, printing, web development and other related functions as needed.

A more extensive leadership profile about this opportunity may be found here:https://em.ucsd.edu/about/careers.html

QUALIFICATIONS

• Bachelor's degree in marketing, business or related field. Seven or more years' experience in developing and implementing strategic communication.

• Strong skills in strategic planning to effectively organize resources, establish priorities, and achieve desired results. Proven excellent skills to develop and implement comprehensive, proactive communications strategies that support institutional goals, events and major programs and to identify and use resources to carry out that effort. Experience effectively using public/media relations to design and market strategies to promote a specific image/message brand and to reach a target audience.

• Experience developing a brand identity, preferably in an Enrollment Management, Higher Education, or Admissions environment. Experience creatively developing a brand to match an organization's vision/mission/strengths with market opportunities. Experience developing branding policies and communicating those concepts to staff.

• Experience using and evaluating new technologies to promote interest in a program/product/service. Solid professional experience devising and implementing effective marketing strategies involving new online communications; professional experience personally implementing communication channels such as social networks, twitter, face book, youtube, texting, instant messaging, apps for handheld devices, eblasts, etc.

• Strong knowledge of current and emerging industry requirements and best practices in areas of marketing. Sophisticated ability to identify current issues in undergraduate enrollment management and the ability to use those issues to promote a brand identity. An extensive understanding of the local, national and global issues and concepts that have an impact on the work of the school.

• Strong market research, analytical, and problem recognition / avoidance / resolution skills. Experience conducting market analysis, SWOP analysis. Experience finding sources to expand "prospects" contacts. Experience implementing operational plans based on data and organizational goals. Ability to communicate and summarize market research findings into understandable summaries (verbally and written). Experience devising marketing & sales strategies based on market findings/analysis, using multiple channels/strategies for reaching a target audience and meeting sales goals.

• Proven ability to write, develop, and manage promotional materials and activities (print, online/web, multimedia, social networking). Demonstrated experience persuasively to passionately convey the vision and mission of an organization/product/service.

• Leadership / management skills, including skills to lead, direct, mentor, evaluate and motivate staff. Strong suite of management skills - including organizational, financial problem solving, negotiating, decision making, research and analysis, and interpersonal skills. Integrated, multi-media communication experience required. Editorial, desktop publishing, email and web experience required. Experience leading a communication organization/team.

• Strong skills to produce results and achieve predetermined goals within budget and time constraints. Experience analyzing the operational and budget effectiveness of various marketing strategies, mechanisms, alternatives.

• Demonstrated knowledge and the ability to communicate persuasively and passionately to convey the vision and mission of an organization and/or brand. Experience working in a client- or customer- focused environment of excellence. Experience interacting directly with clients/customers and translating that contact into effective sales & marketing strategies.

• Strong skill in managing staff including selection, training, evaluating and mentoring staff at all organizational levels; skill in taking corrective action with staff as required. Supervisory experience.

• Strong interpersonal communication and political acumen skills, including advanced skills to effectively represent the campus with other internal and / or external constituencies. Demonstrated ability to establish and sustain credibility with all constituents including staff, students, faculty and sponsors/donors.

• Strong knowledge of applicable campus policies and state and federal laws regarding copyright and other licensing issues.

• Proven ability to adapt to rapidly changing operating conditions and resource availability. Desire and ability to learn new concepts quickly.

• Excellent oral and written communication skills including presentation skills and facility with up-to-date technology.

SPECIAL CONDITIONS

• Duties may require direct contact with children (defined as individuals under the age of 18). Completion of the Child Abuse and Neglect Reporting Act (CANRA) form is required.

• Job offer is contingent upon a satisfactory clearance based on background check results.

• The ideal candidate will thrive in a fast-paced environment where expectations for performance and productivity are high.

• Available to work evenings/weekends during peak periods; some domestic travel may be expected.

• The ideal candidate must be committed to the principles of access and diversity at a public institution of higher education.

• Applying for the position requires a cover letter, résumé, and contributions to diversity statement.