Assistant Vice President for Brand Strategy, Marketing, and Communications

Wiley University; Marshall (TX); On-site; USD 140,000 - 190,000; Full time

Job summary

Wiley University is seeking an Assistant Vice President for Brand Strategy, Marketing, and Communications to lead the university’s brand and integrated campaigns. You will own Wiley’s voice across web, digital, print, and campus communications, partnering with the President and Executive Cabinet to drive enrollment, retention, and visibility.

The ideal candidate is a strategic brand leader who manages people and production, uses data to guide messaging, and partners across divisions to deliver

Qualifications

• Bachelor’s degree in marketing, communications, journalism, public relations, or related field.
• 5–7 years of progressive marketing and communications experience; leadership experience.
• Experience leading integrated campaigns with measurable outcomes.
• Brand management across multiple audiences and channels.
• Crisis communications or issues management experience.

Responsibilities

• Leads strategy, planning, and execution of all marketing and communications for one consistent brand.
• Develops annual integrated marketing plans aligned with university strategy.
• Directs paid, owned, and earned media including digital advertising and social.
• Manages budgets, agencies, and ROI reporting.
• Oversees staff, hiring, development, and coaching.
• Tracks KPIs: web, SEO, email, social, earned media, and conversions.

Skills

Brand strategy

Integrated marketing

Cross-channel campaigns

Digital analytics

Leadership

Crisis communications

Audience segmentation

AP style

Education

Bachelor's degree in marketing/communications

Master's degree preferred

Tools

Google Analytics

SEO

CRM systems

Meltwater

AdmissionPros

Job description

Position SummaryThe 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 FunctionsUniversity Brand and Marketing LeadershipLeads the strategy, planning, and execution of all university marketing and communications, ensuring one consistent Wiley brand across every division, office, and channelDevelops and executes an annual integrated marketing and communications plan aligned with the university strategic plan and the, University Strategic Plan and Strategic Enrollment Management PlanServes as steward of Wiley brand standards, including visual identity, logo usage, color palette, typography, and voice; approves university facing marketing materials before releaseDirects paid, owned, and earned media strategy, including digital advertising, search, social, video, print, outdoor, and event marketingManages the marketing and communications budget, agency and vendor relationships, and return on investment reportingDivision Leadership and OperationsDirects and evaluates all marketing and communications staff; leads hiring, onboarding, professional development, and coachingEstablishes departmental workflows, a university wide project intake process, production schedules, and service standards for campus partnersTracks and reports key performance indicators, including web and SEO performance, email engagement, social growth, earned media, campaign conversion, and cost per leadRepresents marketing and communications at cross-divisional meetings and institutional functionsCultivates a division culture of excellence, accountability, creativity, and recognitionEnrollment and Retention MarketingPartners 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 graduationUses AdmissionPros CRM data, in coordination with the Office of Admissions and Recruitment, to segment audiences and build enrollment campaigns, communication flows, and content calendarsCollaborate with the Office of Financial Aid so that affordability, aid, and deadline messaging is clear, accurate, timely, and family friendlyLeads marketing support for recruitment events, yield campaigns, summer melt prevention, new student onboarding, and continuing student retention campaignsDigital, Web, and Social MediaOversees the university website and digital properties, including content governance, SEO, accessibility, analytics, and user experienceDirects university social media strategy, platform management, content standards, and community engagementOversees photography, video, and digital content production that showcases Wiley students, faculty, staff, and alumniEvaluates and adopts marketing technology and AI driven tools that improve efficiency and performanceMedia Relations, Reputation, and Crisis CommunicationsLeads media relations strategy, including story pitching, press inquiries, and relationships with regional, national, and HBCU focused journalistsServes as chief communications advisor to the President and oversees presidential and institutional messaging, ensuring the President and senior leadership are supported with accurate, timely communicationsManages issues and crisis communications protocols in coordination with the President and senior leadershipUses media monitoring, social listening, and consumer intelligence tools to track reputation, sentiment, and earned mediaInternal and Alumni CommunicationsOversees internal communications to students, faculty, and staff, including newsletters, campus announcements, and emergency notifications in coordination with appropriate officesPartners with Institutional Advancement and Alumni Relations on alumni engagement, giving campaigns, and development communicationsMinimum QualificationsBachelor's degree in marketing, communications, journalism, public relations, or a related field5-7 years of progressive marketing and communications experience, including at least one year supervising marketing or communications staffDemonstrated success leading integrated marketing campaigns tied to measurable outcomesExperience managing a brand across multiple audiences and channelsDemonstrated experience in crisis communications or issues managementExperience with data informed marketing, including Google Analytics, SEO strategy, CRM integration, and digital performance reportingExperience managing budgets, agencies, and vendorsPreferred QualificationsMaster's degree in marketing, communications, business, higher education, or a related fieldHigher education marketing experience, ideally at an HBCU or small private institutionExperience with enrollment marketing and CRM platforms such as AdmissionProsExperience with Meltwater or a comparable media intelligence platformExperience with AI driven marketing tools and marketing technology platformsNationally or regionally recognized marketing or communications workAccreditation in Public Relations (APR), Google Analytics certification, or other marketing and digital credentialsKnowledge, Skills, and AbilitiesStrong command of brand strategy, integrated marketing, and cross channel campaign executionProven leadership in building, developing, and evaluating high performing teamsProficiency in digital marketing, web analytics, SEO, CRM, email marketing, social media management, and content management systemsAbility to read data, set targets, and adjust strategy based on performanceSound editorial judgment and working knowledge of AP StyleStrong media relations and reputation management skillsAbility to manage competing priorities, budgets, and timelines across a university wide client baseAbility to build collaborative relationships across divisions, community partners, and external stakeholdersSound judgment under pressure, including in crisis or sensitive situationsDeep understanding of higher education, HBCU culture, and mission driven communication, with a genuine commitment to the success of Wiley studentsWhat Success Looks Like in Year OneA university wide integrated marketing and communications plan approved and in motionA university project intake process with clear turnaround standards that campus partners actually useA monthly marketing dashboard reporting web, SEO, email, social, earned media, and campaign conversionA fully mapped student lifecycle marketing flow, built with the Division of Enrollment Management and Strategic Retention and connected to AdmissionPros CRM dataRefreshed and enforced Wiley brand standards, including an editorial style guide every division can use