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Chief Marketing Officer

Company: Springfield College
Location: Springfield
Posted on: September 24, 2022

Job Description:

This website is AudioEye enabled and is being optimized for accessibility. To open the AudioEye Toolbar, press shift + =. The toolbar contains the followingThe AudioEye Help Desk to report accessibility and usability related issues.The AudioEye Certification Statement to explain the ongoing web accessibility and usability enhancements for this website.The Player tool to listen to this site read aloud. The Player is not intended as a substitute for your screen reader. The Chief Marketing Officer (CMO) is responsible for leading efforts to help Springfield College realize its strategic goals and elevating the Springfield College experience by advancing an enhanced image of the College regionally, nationally, and beyond, as a premiere institution that educates students in spirit, mind, and body for leadership in service to others. By building a strong and distinctive brand platform for Springfield College, the successful results of these efforts include: meeting or exceeding student enrollment and retention goals for all populations; increasing the diversity and quality of enrolling students; raising the visibility of Springfield College and the accomplishments of its students, faculty, and staff; building alumni engagement, increasing philanthropic contributions; and establishing Springfield College as a vital resource locally, regionally, nationally, and internationally. Reporting through the Office of the President, the Chief Marketing Officer joins an institution with a strong history and a brand positioned for growth. The CMO will oversee a marketing team focused on external audiences, including prospective students, families, alumni, donors, and friends of the College. The role is rooted in an audience-centric, data-informed approach with the space to introduce emerging technologies, innovations, and approaches. Springfield College is working closely with a nationally-recognized branding firm on a strategic marketing effort that began in early 2022. To be successful, the CMO will acquire a comprehensive understanding of the key strengths and issues facing the College and then shape appropriate strategies, structures, and resource allocation to ensure that those strengths are enhanced and issues are effectively addressed and communicated. The CMO will collaborate particularly closely with the leadership of other externally-facing offices, including the Vice President for Enrollment Management, Vice President for Institutional Advancement, the Vice President for Inclusion and Community Engagement, and the Director of Athletics. Alignment with internal communications efforts, managed by the Office of the President, is equally important. The ideal candidate will have substantial experience leading marketing efforts in large, complex organizations, preferably including higher education. They must also have a strong understanding of the respective advantages of traditional versus emerging media, the ability to create disciplined and scalable systems and processes for identifying and promoting programs and opportunities, data-informed approaches that support goal attainment, outstanding project and staff management skills, and the ability to collaborate across the College organizational structure to meet goals and inspire people about Springfield College. The CMO joins Springfield College at a critical time in its history where momentum and enthusiasm are meeting national challenges around enrollment and engagement. The opportunities and challenges for a dynamic, future-focused team include:

  • Providing College-wide leadership, counsel, and support in the development and implementation of long-range and annual integrated marketing plans to meet or exceed enrollment goals, further the College's fundraising success, increase alumni engagement, and enhance the College's reputation.
  • Ensuring consistency in the institution's brand and messaging to improve the College's position and enhance the potential for strengthening academic programs, building enrollment and increasing fundraising, collaborations, and reputation;
  • Reviewing and maintaining the College's brand standards and guidelines to actively manage the brand and support the consistent representation of our institutional identity;
  • Assessing the entire array of communications vehicles and identify opportunities for improvement;
  • Establishing and cultivating relationships on campus to effectively communicate the distinctiveness of Springfield College, including developing marketing plans for academic schools that highlight current and new academic programs;
  • Supporting the coordination of marketing and communications before, during, and after major events, initiatives, and campaigns;
  • Overseeing the identity, development, and maintenance of the College's website, social media, and other digital/electronic platforms;
  • Collaborating closely with other external-facing offices on their communications needs and messages, ensuring that marketing campaigns are consistent in all communication channels, including digital, print, video, and social media;
  • Creating metrics-driven strategies to measure and evaluate the effectiveness of Springfield College's marketing activities;
  • Building a cohesive, professional marketing team that leverages its talents and builds a reputation for excellence, collaboration, and customer service;
  • Developing and managing the marketing budget, ensuring the effective allocation of resources to meet the College's overall goals;
  • Represent the College, and the president, to internal and external constituents as requested, including serving on campus committees and external -boards to benefit the institution.
  • Participate in strategic discussions and the development of other College initiatives and programs that strengthen the College, its brand, and its financial resources.
  • Be active and involved in the marketing profession and keep Springfield College visible among higher -education peer institutions. Requirements Required Qualifications:
    • Bachelor's degree from an accredited college or university; Master's degree preferred
    • At least seven years of experience as a marketing and communications professional, with significant leadership experience envisioning, developing, and implementing a successful and comprehensive integrated marketing program across an enterprise with multiple constituencies and a wide variety of audiences;
    • Excellent oral and written communication skills. Desired Qualifications:
      • A deep appreciation for the history, achievements and aspirations of Springfield College and the ability to effectively and eloquently articulate those to a diverse audience.
      • Superlative interpersonal skills with a demonstrated ability to work well with people at all levels of an organization, across a diverse range of education and social backgrounds, and to demonstrate an honest respect for each individual.
      • A demonstrated ability to craft substantive and cohesive messages based on the College's strategic goals, communicate them successfully to key audiences, and adapt and adjust as appropriate over time.
      • Substantial experience evaluating the strengths of existing marketing and communications programs and identifying opportunities for improvement. Ability to demonstrate effectiveness of programs and initiatives, using data-driven techniques and benchmarking is preferred.
      • A demonstrated track record of marketing success (numeric growth resulting from marketing efforts)
      • A record of success in managing a team of professionals to their highest potential.
      • Ability to eloquently convey Springfield College's vision and priorities to a range of audiences.
      • Expertise on the advantages and drawbacks of emerging digital media (websites, social media, SEO, etc.) in marketing and strategic communication for an institution, conveying information and content in ways that engage and excite constituents, including prospective students and their families, alumni, and the wider public.
      • The ability to formulate, write, and implement strategic marketing plans for constituents and stakeholders, particularly as related to new academic programs.
      • Skill working in a complex, decentralized environment serving many--and sometimes competing-- clients and constituents.
      • Outstanding management and planning skills, including the ability to handle multiple projects simultaneously.
      • Ability to craft and defend positions despite critiques, persuasively describing evidence and rationales with campus partners.
      • Network throughout the institution, serving as a resource and identifying resources in turn; convincing, persistent, and determined.
      • Collaborative and collegial orientation, eager and able to engage a diverse client base, and able to build strong professional relationships. An approach that stresses customer service. A convener who is able to synthesize many ideas and produce work products that address a wide variety of goals and objectives.
      • A keen eye for operational efficiency and optimal use of resources; the ability to plan, monitor, and manage a budget.
      • Experience creating a work environment committed to diversity, equity, and inclusion.
      • High levels of energy, creativity, initiative, and innovation with an exceptional work ethic that demonstrates commitment to teamwork. This position has been designed as forward facing and as such, the incumbent will be required to be immunized against COVID-19 on or before their first day of employment. Proof of vaccination status, or an attestation to the same effect, will be required. Individuals may seek ADA accommodations or a religious exemption, upon request with HR, but must do so prior to their arrival. Springfield College is committed to enhancing diversity and equity in education and employment. To that end, the College welcomes candidates from all backgrounds and lived experiences, who will contribute to a culture of inclusion and respect. For more information about Springfield College's position on diversity and inclusion, please visit our Office of Inclusion and Community Engagement.

Keywords: Springfield College, Springfield , Chief Marketing Officer, Advertising , Springfield, Massachusetts

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