AVP or Executive Director, Marketing Communication

Job Summary:

The Assistant Vice President/Executive Director of Marketing and Communications leads Alvernia University's integrated marketing strategy with a primary focus on driving enrollment growth through modern, data-driven, and digitally enabled marketing practices. Reporting to the Chief Enrollment and Strategic Communications Officer, this role is responsible for building a high-performance marketing engine that generates qualified student demand, strengthens market position, and delivers measurable impact across undergraduate, graduate, adult, and partnership populations.

As a key member of the university's extended leadership team, the AVP/Executive Director provides strategic leadership across digital marketing, demand generation, brand strategy, and marketing analytics, while ensuring alignment with enrollment priorities and institutional goals. The role also oversees institutional communications, public relations, and reputation management to ensure that the university's voice and visibility support its growth trajectory.

This leader sets vision, priorities, and performance expectations for all marketing and communications functions, including creative and content execution, while leading internal teams and external partners to deliver high-quality, on-brand, and results-oriented work.

Essential Functions:

Mission:

• Promote Franciscan ideals and adherence to the Mission of the University as demonstrated by the University Ideal Characteristics.
• As an equal opportunity employer committed to Franciscan values, all employees share responsibility for advancing diversity, equity, and inclusion in their roles while demonstrating a service orientation, respect for all, intellectual curiosity, a solution-focused approach, innovation, and mutual accountability.

Strategic Marketing & Enrollment Growth Leadership:

• Develop and execute an aggressive, data-informed marketing strategy designed to drive enrollment growth, expand market reach, and increase qualified inquiries and conversions.
• Align marketing investments and priorities with institutional growth goals, program expansion, and new market opportunities.

Digital Marketing & Demand Generation:

• Lead the university's full digital marketing ecosystem, including paid media, search engine marketing (SEM), SEO, social media, email marketing, and marketing automation.
• Establish clear strategies for lead generation, nurturing, and conversion, and continuously optimize performance across the prospective student lifecycle.

Enrollment Marketing Integration:

• Partner closely with Admissions and Enrollment teams to create a seamless, end-to-end recruitment marketing strategy.
• Ensure tight integration between marketing campaigns, CRM systems, and admissions processes to support prospective students from inquiry through enrollment and first-course registration.

Analytics, Performance & Growth Optimization:

• Establish clear KPIs and dashboards to measure marketing effectiveness, including cost per inquiry, cost per enrollment, conversion rates, and return on investment.
• Use data, testing, and market insights to refine strategy, reallocate resources, and improve performance continuously.

Brand Strategy & Creative Direction:

• Serve as the strategic steward of Alvernia's brand, setting direction for visual identity, messaging, and storytelling.
• Establish creative priorities, standards, and expectations that ensure consistency and effectiveness across all channels.
• Provide oversight and direction to internal teams and external partners responsible for design and content execution, ensuring alignment with brand strategy and enrollment goals.

Integrated Campaign Leadership:

• Oversee the development and execution of integrated, multi-channel marketing campaigns that support enrollment, partnerships, and institutional priorities.
• Ensure campaigns are grounded in audience insights, competitive intelligence, and performance metrics, and are executed effectively by internal teams and external partners.

Communications, Public Relations & Reputation Management:

• Provide strategic leadership for institutional communications, media relations, and public relations efforts to enhance visibility, credibility, and reputation.
• Serve as a key spokesperson and advisor on external communications.
• Develop proactive media strategies, support executive communications, and lead crisis communication planning and response in coordination with senior leadership.
• Ensure communications efforts reinforce brand positioning and support enrollment and institutional objectives.

Vendor & Agency Strategy and Management:

• Oversee the selection, management, and performance of external marketing and communications vendors, including digital agencies, media buyers, creative firms, and consultants.
• Establish clear scopes of work, performance expectations, and accountability measures.
• Ensure all partners are aligned with university goals, brand standards, and ROI expectations.

Team Leadership and Culture:

• Lead, mentor, and develop a high-performing marketing and communications team.
• Establish a culture of accountability, innovation, and continuous improvement, with a strong focus on strategic execution and measurable outcomes.

Institutional Collaboration:

• Partner with Enrollment, Advancement, Academics, Athletics, Student Affairs, and the Office of the President to align marketing and communications strategies with university priorities, program growth, and partnership development.

Committee Participation and Strategic Counsel:

• Serve on the Extended Leadership Team, Emergency Management Team, and other cross-divisional committees.
• Provide strategic counsel on marketing, communications, major initiatives, and institutional positioning.

Additional Responsibilities:

• Oversee the Marketing and Communications department budget, including planning, forecasting, and fiscal reporting.
• Coordinate the allocation of marketing resources across university departments to ensure strategic alignment, cost-effectiveness, and maximum impact.
• Guide internal partners on project budgeting and vendor negotiations.
• Oversee the development of university publications, including the Alvernia Magazine, annual reports, and branded collateral.
• Lead communications strategy for major events such as Commencement and presidential announcements.
• Supervise vendor and partner relationships, including creative, media buying, and consulting firms.
• Perform other duties as assigned.

Qualification/Education:

• Commitment to the mission, core values, and strategic goals of Alvernia University.
• Bachelor's degree in marketing, communications, journalism, or related field; master's degree preferred.
• Minimum of 7-10 years of progressively responsible experience in marketing, communications, or public affairs, including team leadership and supervisory experience.
• Proven ability to develop and implement comprehensive marketing and communications strategies.
• Demonstrated success in leading cross-functional teams, managing staff, and fostering a collaborative, high-performance work culture.
• Exceptional writing, presentation, and interpersonal communication skills.
• Experience with media relations, executive messaging, and crisis communication.
• Demonstrated ability to manage complex projects across multiple platforms and stakeholders.
• Strong knowledge of branding, digital strategy, analytics, and content marketing.
• Experience working in higher education or mission-driven institutions preferred.

Physical Requirements:

• Attendance is required to perform the duties of this job.
• Prolonged periods of sitting at a desk and working on a computer.
• Must be able to lift 15 pounds at times.

Employee Benefits:

Join a team that values your well-being! We offer a comprehensive benefits package designed to support you and your family:

• Robust Health Coverage: Choose from three offered medical plans, plus dental and vision.
• Financial Security: Enjoy University-paid life/AD&D insurance and long-term disability, with options for short-term disability and supplemental coverage for you and your family (including accident, critical illness, and hospital indemnity plans). Flexible spending accounts are also available.
• Exceptional Retirement: Start saving immediately with our 403(b) Retirement Plan. You will get 100% immediate vesting, a University gift contribution, and a generous match up to 5% of your deferrals.
• Time Off & Flexibility: Take advantage of 18 paid holidays each year and the possibility of flexible or hybrid work options for many roles.
• Invest in Your Future: Enjoy tuition remission benefits for yourself and your dependents.
• On-Campus Wellness: Benefit-eligible employees on our main campus receive free access to our Medical & Counseling Center.
• Employee Meal Plan: This plan provides convenient, flexible dining options on campus at a reduced cost.