Assistant Vice President for Brand Strategy, Marketing, and Communications

Wiley College; Marshall (TX); On-site; USD 120,000 - 160,000; Full time

Job summary

Wiley University seeks an Assistant Vice President for Brand Strategy, Marketing, and Communications to own the university's voice across web, digital, print, and campus channels. This leader partners with the President's Office, translates institutional priorities into integrated campaigns, and directs a team to grow enrollment, strengthen retention, raise visibility, and engage alumni and supporters.

The role requires a strategic brand leader, disciplined people manager, and data-driven

Qualifications

• Bachelor's degree in marketing, communications, journalism, public relations, or a related field.
• 5-7 years of progressive marketing and communications experience, including supervising staff.
• Demonstrated success leading integrated marketing campaigns with measurable outcomes.
• Experience managing a brand across multiple audiences and channels.
• Crisis communications or issues management experience.
• Data-informed marketing with analytics and CRM integration.

Responsibilities

• Lead strategy, planning, and execution of university marketing and communications across channels.
• Direct paid, owned, and earned media strategy including digital advertising and SEO.
• Manage budgets, agencies, vendors, and ROI reporting.
• Lead staff growth, onboarding, and professional development.
• Develop enrollment and retention marketing in coordination with Admissions and Retention.
• Track web analytics, email engagement, and social metrics.

Skills

Brand strategy

Marketing

Communications

Leadership

Analytics

Budget management

Education

Bachelor's degree in marketing, communications, journalism, public relations, or related field

Tools

Google Analytics

CRM

SEO

Job description

Assistant Vice President for Brand Strategy, Marketing, and Communications

Hot Job

MARSHALL, TX 75670

Overview

Position Type

Full Time

Description

Position Summary

The Assistant Vice President for Brand Strategy, Marketing, and Communications leads brand strategy, marketing, and communications for Wiley University. This leader owns the Wiley brand, sets its strategic direction, and directs how the university shows up across every channel: web, digital, social, email, print, media, signage, and campus communications. Reporting directly to the Office of the President and partnering with the President's Executive Cabinet, the Assistant Vice President turns institutional priorities into integrated campaigns that grow enrollment, strengthen retention, raise visibility, and engage alumni and supporters. The ideal candidate is a strategic brand leader, a disciplined manager of people and production, and a partner who uses data to decide what to say, to whom, and when.

Essential Job Functions

University Brand and Marketing Leadership

• Leads the strategy, planning, and execution of all university marketing and communications, ensuring one consistent Wiley brand across every division, office, and channel
• Develops and executes an annual integrated marketing and communications plan aligned with the university strategic plan and the, University Strategic Plan and Strategic Enrollment Management Plan
• Serves as steward of Wiley brand standards, including visual identity, logo usage, color palette, typography, and voice; approves university facing marketing materials before release
• Directs paid, owned, and earned media strategy, including digital advertising, search, social, video, print, outdoor, and event marketing
• Manages the marketing and communications budget, agency and vendor relationships, and return on investment reporting

Division Leadership and Operations

• Directs and evaluates all marketing and communications staff; leads hiring, onboarding, professional development, and coaching
• Establishes departmental workflows, a university wide project intake process, production schedules, and service standards for campus partners
• Tracks and reports key performance indicators, including web and SEO performance, email engagement, social growth, earned media, campaign conversion, and cost per lead
• Represents marketing and communications at cross-divisional meetings and institutional functions
• Cultivates a division culture of excellence, accountability, creativity, and recognition

Enrollment and Retention Marketing

• Partners with the Division of Enrollment Management and Strategic Retention, including the Office of Admissions and Recruitment and the Office of Student Success and Strategic Retention, to plan marketing across the full student life cycle, from inquiry and application through yield, onboarding, persistence, and graduation
• Uses AdmissionPros CRM data, in coordination with the Office of Admissions and Recruitment, to segment audiences and build enrollment campaigns, communication flows, and content calendars
• Collaborate with the Office of Financial Aid so that affordability, aid, and deadline messaging is clear, accurate, timely, and family friendly
• Leads marketing support for recruitment events, yield campaigns, summer melt prevention, new student onboarding, and continuing student retention campaigns

Digital, Web, and Social Media

• Oversees the university website and digital properties, including content governance, SEO, accessibility, analytics, and user experience
• Directs university social media strategy, platform management, content standards, and community engagement
• Oversees photography, video, and digital content production that showcases Wiley students, faculty, staff, and alumni
• Evaluates and adopts marketing technology and AI driven tools that improve efficiency and performance

Media Relations, Reputation, and Crisis Communications

• Leads media relations strategy, including story pitching, press inquiries, and relationships with regional, national, and HBCU focused journalists
• Serves as chief communications advisor to the President and oversees presidential and institutional messaging, ensuring the President and senior leadership are supported with accurate, timely communications
• Manages issues and crisis communications protocols in coordination with the President and senior leadership
• Uses media monitoring, social listening, and consumer intelligence tools to track reputation, sentiment, and earned media

Internal and Alumni Communications

• Oversees internal communications to students, faculty, and staff, including newsletters, campus announcements, and emergency notifications in coordination with appropriate offices
• Partners with Institutional Advancement and Alumni Relations on alumni engagement, giving campaigns, and development communications

Qualifications

Minimum Qualifications

• Bachelor's degree in marketing, communications, journalism, public relations, or a related field
• 5-7 years of progressive marketing and communications experience, including at least one year supervising marketing or communications staff
• Demonstrated success leading integrated marketing campaigns tied to measurable outcomes
• Experience managing a brand across multiple audiences and channels
• Demonstrated experience in crisis communications or issues management
• Experience with data informed marketing, including Google Analytics, SEO strategy, CRM integration, and digital performance reporting
• Experience managing budgets, agencies, and vendors

Preferred Qualifications

• Master's degree in marketing, communications, business, higher education, or a related field
• Higher education marketing experience, ideally at an HBCU or small private institution
• Experience with enrollment marketing and CRM platforms such as AdmissionPros
• Experience with Meltwater or a comparable media intelligence platform
• Experience with AI driven marketing tools and marketing technology platforms
• Nationally or regionally recognized marketing or communications work
• Accreditation in Public Relations (APR), Google Analytics certification, or other marketing and digital credentials

Knowledge, Skills, and Abilities

• Strong command of brand strategy, integrated marketing, and cross channel campaign execution
• Proven leadership in building, developing, and evaluating high performing teams
• Proficiency in digital marketing, web analytics, SEO, CRM, email marketing, social media management, and content management systems
• Ability to read data, set targets, and adjust strategy based on performance
• Sound editorial judgment and working knowledge of AP Style
• Strong media relations and reputation management skills
• Ability to manage competing priorities, budgets, and timelines across a university wide client base
• Ability to build collaborative relationships across divisions, community partners, and external stakeholders
• Sound judgment under pressure, including in crisis or sensitive situations
• Deep understanding of higher education, HBCU culture, and mission driven communication, with a genuine commitment to the success of Wiley students

What Success Looks Like in Year One

• A university wide integrated marketing and communications plan approved and in motion
• A university project intake process with clear turnaround standards that campus partners actually use
• A monthly marketing dashboard reporting web, SEO, email, social, earned media, and campaign conversion
• A fully mapped student lifecycle marketing flow, built with the Division of Enrollment Management and Strategic Retention and connected to AdmissionPros CRM data
• Refreshed and enforced Wiley brand standards, including an editorial style guide every division can use