Marketing and Communications Manager

Summary

Job Category:
Sales and Marketing
Job Title:
Marketing and Communications Manager
Job Category Definition:
This specialty covers the strategic and operational management of activities related to the design, analysis, implementation and or purchase of market research and strategy; the strategic and operational management of activities related to the conception, development, creation, editing, production, implementation and/or purchase of promotional communications, educational communications, or scholarly publications; the strategic and operational management of activities related to the development and implementation of sales strategy, new business/membership/client development, retention of clients/members, negotiation of contracts, and identification of entrepreneurial enterprises and relationship management strategies; the strategic and operational management of activities related to communicating during an emergency or crisis situation; and/or the strategic and operational management of activities related to the conception, development, creation, and dissemination of news, research and/or strategic communications; public relations initiatives; and the delivery of large-scale, public events for a diverse audience, including the news media, internal and external stakeholders, key constituents and the community-at-large.
Job Title Definition:
The Marketing and Communications Manager provides leadership in a major business/academic unit and/or a University-wide strategic initiative; leads and/or delegates assignments to employees in one or more of the following areas: the design, analysis, implementation and/or purchase of a broad array of primary and secondary market research protocols and/or the development and implementation of accurate and actionable marketing strategy and tactics; the conception, development, creation, editing, production, implementation, and/or purchase of promotional communications, educational communications, or scholarly publications; and/or the conception, development, creation and dissemination of news, research and/or strategic communications and public relations initiatives and the delivery of events for a diverse audience, including the news media, internal and external stakeholders, key constituents and the community-at-large. Duties are performed at various levels within the defined title.
Working Conditions:
Specific physical requirements and effort are outlined in Job Responsibilities Worksheet (list of essential job duties and responsibilities specific to a particular job at the unit level) in accordance with the Americans with Disabilities Act of 1990 (ADA).
Other Requirements:
 

Levels

Level 1  

Level Details
Job Code Salary Band FLSA Status
MSSM9001 I Exempt

Level 1 positions typically demonstrate baseline planning, organizing, directing, and facilitating skills along with baseline knowledge of routine work applications, employment regulations, policies, and procedures necessary to perform assigned managerial/supervisory tasks; follow recommended approach to assigned work to facilitate achievement of desired results and review completed work of others to verify accuracy and conformance to required procedures and special instructions; ensure employees practice respect for the opinions of others and an awareness of the value of diversity, safety, and environmental consciousness in the workplace; utilize a communication style that is appropriate for a given situation; practice positive approaches to problem solving for basic issues; evaluate recommended changes/improvements to quality improvement processes, procedures, policies, and plans; supervise assigned staff and coordinate routine activities to ensure successful completion of tasks.

Typical Education & Experience

1+ years related experience

Bachelor's Degree or higher

Or an equivalent combination of education and experience

Typical Work Duties
  • Guide staff in routine marketing (research, strategy, communications), public relations and/or sales activities and functions
  • Ensure that tactical marketing and communication goals are achieved by assigned staff
  • Create marketing and communications strategic planning recommendations based on first hand operational knowledge
  • Serve as a liaison between senior management and employees
  • Establish and maintain relationships with customers, designated vendors, and trade or industry organizations as is necessary to the desirable or best interest of the unit and University
  • Build and maintain project management skills in order to set schedules, determine workload allocation, etc.
  • Develop and manage project budget(s); may assist with development of unit budget
  • Exercise limited expenditure authorization
  • Identify improvement opportunities or changes to current initiatives and recommend appropriate actions
  • Administer existing University editorial policies and ensure editorial and visual compliance
  • May lead cross-functional teams
  • Manage employee relations issues with front-line employees; seek advice as necessary
  • Supervise small staff; hire, train, and evaluate staff

This profile is intended to indicate the kinds of tasks and levels of work difficulty that will be required of positions in this job title and should not be construed as declaring what the specific duties and responsibilities of any particular position shall be. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. The use of a particular expression or illustration describing duties should not be held to exclude other duties not mentioned that are of a similar kind or level of difficulty.

Level 2  

Level Details
Job Code Salary Band FLSA Status
MSSM9002 J Exempt

Level 2 positions typically demonstrate intermediate planning, organizing, directing, and facilitating skills along with intermediate knowledge of employment regulations, policies, and procedures necessary to perform assigned managerial/supervisory tasks; define work objectives, plans, priorities and deadlines and delegate routine tasks appropriately; review completed work of others to verify technical soundness and adherence to deadlines; coach, mentor, and motivate staff in a fair and consistent manner to achieve goals; coach employees on practices that promote the value of diversity, safety, and environmental consciousness in the workplace; demonstrate intermediate ability to communicate using more complex terms relevant to specific discipline; develop creative recommendations for solving problems that are varied and somewhat difficult in nature but with limited scope; identify and implement changes/improvements to quality improvement processes, procedures, policies, and plans; supervise staff and coordinate activities to ensure successful completion of tasks.

Typical Education & Experience

3+ years related experience

Bachelor's Degree or higher

Or an equivalent combination of education and experience

Typical Work Duties
  • Oversee day-to-day operations of assigned area and assess unit needs and set work priorities accordingly
  • Oversee staff responsible for the planning and implementing of marketing (research, strategy, communications), public relations and/or sales and membership initiatives for assigned college, campus, or administrative unit
  • Guide and train employees in marketing (research, strategy, communications), public relations, and/or sales activities and functions
  • Provide direction and long-range planning, guidance, and support for initiatives for assigned area
  • Consult with clients and project managers to plan and execute marketing, public relations and/or sales and membership strategies
  • Establish budget priorities and developed budget(s) based on those priorities and within established guidelines
  • Ensure that key messages are developed and communicated consistently across all audiences and are aligned with work plans
  • Identify and initiate partnerships with contacts in and outside the University intended to produce collaborative projects, revenue, underwriters, donors, or supporters
  • Oversee visual standards for assigned area and ensure compliance with University policy
  • Oversee editorial standards for assigned area and ensure compliance with University policy
  • May serve as unit spokesperson as assigned; may take an active role in providing counsel in crisis situations
  • As assigned, represent the unit on councils, task forces, and committees
  • Participate on cross-functional teams
  • Communicate with external vendors and solicit quotes for services
  • Supervise staff including professional development, mentoring, and performance reviews

This profile is intended to indicate the kinds of tasks and levels of work difficulty that will be required of positions in this job title and should not be construed as declaring what the specific duties and responsibilities of any particular position shall be. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. The use of a particular expression or illustration describing duties should not be held to exclude other duties not mentioned that are of a similar kind or level of difficulty.

Level 3  

Level Details
Job Code Salary Band FLSA Status
MSSM9003 K Exempt

Level 3 positions typically demonstrate proficient ability in work design, project management, financial planning and development of goals for accomplishing difficult unit assignments; demonstrate awareness of emerging trends, and changes in employment regulations, policies and procedures to proactively address issues; review completed work of others for conformity to policy, and effectiveness of approach; delegate more advanced tasks to others; facilitate optimal group dynamics and evaluate employee performance on difficult work assignments and recommend appropriate developmental opportunities; develop and implement practices that promote a culture of diversity, safety, and environmental consciousness and that is conducive to effective relationships among diverse groups of employees; use diplomacy and advanced communication skills in unstructured settings; modify, adapt, or refine guidelines, if necessary, to resolve issues or problems; develop, evaluate, enhance, and/or implement quality improvement practices, processes, procedures, or policies that have an impact on unit operations.

Typical Education & Experience

5+ years related experience

Bachelor's Degree or higher

Or an equivalent combination of education and experience

Typical Work Duties
  • Lead staff in tactical planning and implementation for marketing (research, strategy, communications), public relations and/or sales and membership initiatives (including the utilization of market research, institutional data management and analysis and marketing communications and strategy) to promote multiple programs, units, or assigned areas
  • Train and monitor staff responsible for content development and design production of all media, marketing and advertising (print and/or online) campaigns including prospect/learner/customer/donor/fan/member communication, e-mail, search engine marketing, online sponsorships, and other activities
  • Determine staffing needs to ensure timely creation and production of communications across multiple media
  • Identify and prioritize staff assignments to ensure deadlines are met and review work to ensure accuracy and compliance with University style guidelines
  • Develop an evaluation process to review progress toward achieving goals
  • May oversee unit(s) marketing efforts including the management of design, analysis, and implementation of a broad array of primary and secondary market research protocols and/or the development and implementation of accurate and actionable marketing strategy and tactics
  • May oversee unit(s) public information efforts including the management of media relationships, development and distribution of news releases and feature stories, planning/implementation of news events and serving as the unit spokesperson
  • Brief administrators/faculty on complex communications issues and prepare appropriate responses for media, stakeholders, and other key publics
  • May oversee unit(s) creative efforts including conception, development, creation, editing, production, and implementation of promotional communications, educational communications, and/or scholarly publications
  • May oversee the development and implementation of sales strategy, new business/membership/client development, retention of clients/members, negotiation of contracts, and identification of entrepreneurial enterprises and relationship management strategies
  • May conduct communications assessments, recommending new promotional vehicles and strategies to increase marketing/PR/sales ROI
  • May oversee the drafting and editing of scholarly publications, articles, letters, speeches, and presentation for the administrative leadership
  • Serve as liaison to external agencies, institutions, and professional organizations
  • May serve on and/or participate in University-wide committees, councils, task-forces, management team, etc.
  • Develop budgets and monitor spending
  • Supervise staff; lead and/or participate in interviewing and selection, orientation and recommendations for various human resource actions; work with supervisors, managers, and directors to set performance standards for staff

This profile is intended to indicate the kinds of tasks and levels of work difficulty that will be required of positions in this job title and should not be construed as declaring what the specific duties and responsibilities of any particular position shall be. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. The use of a particular expression or illustration describing duties should not be held to exclude other duties not mentioned that are of a similar kind or level of difficulty.

Level 4  

Level Details
Job Code Salary Band FLSA Status
MSSM9004 L Exempt

Level 4 positions typically demonstrate advanced skills in budget management, business development, communications, and leadership and execution of objectives critical to unit's success; provide detailed plans for changes to specific policies and procedures that may result from trends and changes in overall direction of functional and/or organizational responsibilities; monitor completed work of others to ensure soundness of approach, effectiveness in meeting requirements, the feasibility of recommendations and adherences to requirements; evaluate and enhance practices that promote a strong commitment to inclusionary practices which support diversity, safety, and environmental consciousness throughout the University; demonstrate diplomacy in persuading and influencing a variety of people to achieve results; resolve complex, controversial or unprecedented issues and problems, and demonstrate sound judgment by considering values, risks, impact and implications of actions throughout organization; set clear expectations and hold management team accountable for effectively coaching, mentoring and motivating their respective staffs; develop, evaluate, enhance, and/or implement quality improvement practices, processes, procedures, or policies that have an impact on University operations.

Typical Education & Experience

8+ years related experience

Bachelor's Degree or higher; Master's Degree preferred

Or an equivalent combination of education and experience

Typical Work Duties
  • Provide strategic leadership and vision to staff responsible for all aspects of development, planning, and implementation for marketing (research, strategy, communications), public relations and/or sales and membership initiatives (including the utilization of market research, institutional data management and analysis and marketing communications and strategy)
  • Provide administrative oversight for the development of strategically directed local, state and national campaigns encompassing print and electronic communications, advertising, public relations, and special events
  • Establish and maintain processes to collect, monitor, and communicate key metrics to improve organizational performance
  • Provide strategic leadership/vision to guide the team in yielding positive financial results through marketing, public relations and/or sales and membership efforts while aligning with overall University goals—leading by example, fostering a team-based culture, facilitating alignment and providing direction/decision-making across partner units
  • Lead the development and implementation of strategies to promote revenue and to reach new audiences and maintain a portfolio of high-level prospects and determine strategies for converting leads and prospects into customers
  • Develop and implement guiding principles and practices governing multi-faceted marketing and public relations campaigns
  • Develop and manage collaborative relationships to determine client needs and to develop an understanding of client issues and challenges
  • Translate client needs into team goals and projects; assess the resources required and identify efficiencies
  • Oversee marketing efforts including the management of design, analysis, and implementation of a broad array of primary and secondary market research protocols and/or the development and implementation of accurate and actionable marketing strategy and tactics
  • Oversee public information efforts including the management of media relationships, development and distribution of news releases and feature stories, planning/implementation of news events and serving as the unit spokesperson
  • Brief administrators/faculty on complex communications issues and prepare appropriate responses for media, stakeholders, and other key publics
  • Oversee creative efforts including conception, development, creation, editing, production, and implementation of promotional communications, educational communications, and/or scholarly publications
  • Oversee the development and implementation of sales strategy, new business/membership/client development, retention of clients/members, negotiation of contracts, and identification of entrepreneurial enterprises and relationship management strategies
  • Oversee the drafting and editing of scholarly publications, articles, letters, speeches, and presentation for the administrative leadership
  • Implement quality control checks for projects and communicate them to the team
  • Administer budgets, develop projections, and approve expenditures
  • Assist in budgetary planning for the broader organization related to financial strategies and the funding requirements
  • Engage in strategic planning, decision-making policy development and problem solving
  • Supervise staff, including hiring, training, and evaluating performance; provide strategic leadership and guidance through feedback, constructive criticism, individual meetings and review of work

This profile is intended to indicate the kinds of tasks and levels of work difficulty that will be required of positions in this job title and should not be construed as declaring what the specific duties and responsibilities of any particular position shall be. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. The use of a particular expression or illustration describing duties should not be held to exclude other duties not mentioned that are of a similar kind or level of difficulty.

Level 5  

Level Details
Job Code Salary Band FLSA Status
MSSM9005 M Exempt

Level 5 positions typically demonstrate awareness of broad issues and management trends and evaluate the impact of policy and procedure changes and adjust accordingly; apply management principles to ensure optimal performance throughout organization; ensure appropriate skills are developed and maintained at all levels of responsibility and realign staff responsibilities to meet desired changes in organization and/or University mission; develop plans, practices and efforts to ensure optimal support or diversity, safety, and environmental consciousness throughout the University; demonstrate high level of diplomacy in persuading and influencing a wide variety of people at various levels and locations to achieve results; develop and implement solutions to highly complex and often controversial problems that may have University-wide impact and establish new precedents for solving problems; develop and articulate broad goals and objectives for unit with multi-functions or University-wide impact; develop, evaluate, enhance, and/or implement quality improvement practices, processes, procedures, or policies that have a strategic impact on University operations.

Typical Education & Experience

10+ years related experience

Bachelor's Degree or higher; Master's Degree preferred

Or an equivalent combination of education and experience

Typical Work Duties
  • Serve as a senior manager responsible for overseeing strategically directed, local, state, national and/or international marketing (research, strategy, communications), public relations and/or sales and membership initiatives
  • Consistently relate the vision and mission of the University to strategic marketing (research, strategy, communications), public relations and/or sales and membership objectives
  • Develop the vision and mission for the unit, and ensure that the vision is consistently and effectively integrated into all aspects of the unit’s operations
  • Utilize advanced skill to make long-range strategic marketing (research, strategy, communications), public relations and/or sales and membership decisions or recommendations that significantly influence important University programs and yield positive financial results while aligning with overall University goals
  • Ensure that appropriate application, implementation, monitoring, measurement, evaluation, analysis and adjustment occur within functional areas
  • Ensure that quality standards are met related to brand management, lead and prospect generation, marketing analyses, communications, media relations, public relations, and/or crisis management
  • Examine current practices and suggesting/implementing improvements, establishing new processes and clearly communicating goals/plans at both the strategic and operational levels
  • Provide recommendations that significantly influence University policies or programs
  • Oversee marketing efforts including the management of design, analysis, and implementation of a broad array of primary and secondary market research protocols and/or the development and implementation of accurate and actionable marketing strategy and tactics
  • Oversee public information efforts including the management of media relationships, development and distribution of news releases and feature stories, planning/implementation of news events and serving as the unit spokesperson
  • Brief administrators/faculty on complex communications issues and prepare appropriate responses for media, stakeholders, and other key publics
  • Oversee creative efforts including conception, development, creation, editing, production, and implementation of promotional communications, educational communications, and/or scholarly publications
  • Oversee the drafting and editing of scholarly publications, articles, letters, speeches, and presentation for the administrative leadership
  • Participate on unit and/or University-wide initiatives and cross-functional teams/committees in order to represent the organization as a strategic partner
  • Utilize excellent project management skills in order to accomplish significant or major undertakings, delegating according to project plans
  • Exercise final budget approval, expenditure authorization and delegation authority for the unit
  • Develop and plan resource allocation and distribution for the unit, including staff, equipment, and other resources

This profile is intended to indicate the kinds of tasks and levels of work difficulty that will be required of positions in this job title and should not be construed as declaring what the specific duties and responsibilities of any particular position shall be. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. The use of a particular expression or illustration describing duties should not be held to exclude other duties not mentioned that are of a similar kind or level of difficulty.