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ASSIST VP, MARKETING AND BRAND STRATEGY
Job Title: ASSIST VP, MARKETING AND BRAND STRATEGY
Job Code: 3753
FLSA: E
Job Level: 20
Revised Date: 01/12/2024
Job Family: JF 28
Occupational Summary
The Assistant Vice President for Marketing and Brand Strategy is an senior leadership team member of Communications, Marketing, and Public Affairs. Reporting to the Vice President for Communications, Marketing, and Public Affairs, the AVP is responsible for marketing, social media, multimedia, UX/UI design, and creative design departments. Their job is to provide leadership and guidance for strategic brand marketing across the university. They must develop, communicate, and maintain a uniform brand story through creative expression and cohesive voice across all channels. Also, they must build and manage a team to drive Duke's identity, positioning, and marketing execution. This role includes strategic leadership, advising to executive leadership, content creation, and experiential events.
Work Performed
As the Assistant Vice President of Marketing and Brand Strategy, you will be responsible for overseeing and developing strategic integrated marketing communication (IMC) campaigns and experiences to capture and promote essence of the Duke brand. You will work collaboratively with the assistant vice president of strategic communications and editorial content strategy and the assistant vice president of communications strategy and operations in the ideation, creation, and execution of IMC campaigns. You will also work with marketing leaders across campus to present a unified brand story and coordinate marketing channels and calendars for cross-collaboration among internal teams and stakeholders across campus.
Your role will involve developing experience-driven integrated marketing strategies, including video, audio, digital graphics, print, social media, TV, traditional advertising, and media. You will also develop an omnichannel modality that capitalizes on content strategies and optimizes channel output. Driven by data and analytics you will develop content strategies based on business objectives, audience segmentation, and category focus. You will analyze, recommend, and refine strategies for all segments, including online, offline, and social.
You will also build, lead, and mentor teams in creative, content strategy, communications, and events. You will develop processes that maintain a large body of creative work balanced with the research and development for tackling new and different technologies and modalities.
As part of your role, you will inspire, review, and approve creative work that breaks through the clutter and reinforces the tenets of the brand, adheres to the value of the institution, and places the viewer at the center of the experience. You will champion the Duke brand through all facets of the institution, working closely with Trademark and Licensing to have a deep knowledge bench of all aspects of the brand at work.
In addition, you will develop and maintain strong relationships with campus communicators and serve in a liaison capacity to the broader community. You will operate as an extension of the larger Marketing and Communications group to identify opportunities for partnership or ways in which you can help or add value to their ongoing work.
You will maintain curiosity of industry trends and new, innovative ways of executing messaging. You will drive the Vice President's vision of integrated marketing communications, working closely with colleagues across campus and beyond. You will maintain a focus on external opportunities to promote the Duke brand with more local and regional engagement opportunities. You will actively pursue more visibility for the Duke brand through regional and national possibilities.
Your role will require you to be a strategist and storyteller to highlight the best of Duke with the promise for a positive future anchoring messaging within the President's Strategic Vision. You will draft a consistent reporting structure to ingest, analyze, and make recommendations based on insights and gathered data. You will use data to synthesize quantitative and creative strategies that reach our intended constituencies with the greatest on-brand execution.
In consultation with the Office of the President, VPCMPA, and university executive and academic leadership, you will develop, implement, and oversee the creation of marketing and communications plans to support university-wide comprehensive priorities. You will set standards for digital communications structures and oversee Duke's web domain structure in partnership with OIT.
You will also oversee the university's visual brand and marks, maintain a strong partnership with Trademark & Licensing, Procurement, and the Office of Information Technology to set and maintain graphic standards and templates, policies and procedures for approval, and consistent use. You will serve as a resource to school communicators, Alumni & Development, and Duke Health Marketing to ensure consistency.
You will need to maintain knowledge of current and emerging technologies and issues such as web accessibility, development standards, basic network, and security practices. You will provide leadership and counsel in the identification of tools and solutions to enhance communications and meet ongoing and new requirements.
Finally, you will establish and ensure maintenance of standards and policies related to digital asset and content management.
You may also be required to perform other related duties incidental to the work described therein. The above statements describe the general nature and level of work being performed by individuals assigned to this classification. This is not intended to be an exhaustive list of all responsibilities and duties required of personnel so classified.
Required Qualifications at this Level
Education/Training
Work requires communication, analytical and organizational skills generally acquired through completion of a bachelor's degree program in marketing, advertising, Communications, or a related discipline. A Masters degree preferred.
Experience
This job position requires a minimum of 8 years of experience in communications or a related field, with at least 3 years of experience in the higher education sector. The ideal candidate should be an expert in writing, navigating complex organizations, marketing, high-profile content strategy plans, project management, launching and creating new storytelling channels, have a strong writing background, varied experiences, and be able to effectively manage issues.
Skills
The intent of this job description is to provide a representative and level of the types of duties and responsibilities that will be required of positions given this title and shall not be construed as a declaration of the total of the specific duties and responsibilities of any particular position. Employees may be directed to perform job-related tasks other than those specifically presented in this description.
Duke University is an Affirmative Action/Equal Opportunity Employer committed to providing employment opportunity without regard to an individual's age, color, disability, gender, gender expression, gender identity, genetic information, national origin, race, religion, sex, sexual orientation, or veteran status.
Duke aspires to create a community built on collaboration, innovation, creativity, and belonging. Our collective success depends on the robust exchange of ideas-an exchange that is best when the rich diversity of our perspectives, backgrounds, and experiences flourishes. To achieve this exchange, it is essential that all members of the community feel secure and welcome, that the contributions of all individuals are respected, and that all voices are heard. All members of our community have a responsibility to uphold these values.
Essential Physical Job Functions
Certain jobs at Duke University and Duke University Health System may include essential job functions that require specific physical and/or mental abilities. Additional information and provision for requests for reasonable accommodation will be provided by each hiring department.
