Executive Director of Brand & Content Marketing (Project Management)
Reporting to the Vice President of Marketing, the Executive Director of Brand & Content Marketing will be responsible for overseeing and driving the Brand and Content Marketing strategies across West Coast University (WCU) and American Career College (ACC). This role involves leading a team of creative professionals and directing essential marketing functions – including creative services, brand voice and guidelines, content strategy and development, social media, campus communications, and campus merchandising. The role also oversees the management of primary creative agency relationships.
The position works closely with Performance Marketing, Website, CRM Marketing, Admissions, Operations, Campus Leadership, Legal and Compliance, Internal Communications, and other Campus Support Services teams across the enterprise.
Essential Functions & Responsibilities:
- Develop and implement a comprehensive brand and content marketing strategy that aligns with the mission, values, and growth objectives of the organization – while effectively advancing the WCU and ACC story. (b2c, b2b, and b2b2c).
- Oversee the areas of creative services, brand voice and guidelines, content strategy and development, social media, campus communications, and campus merchandising.
- Demonstrate strong skills in strategic thinking, marketing planning and execution, creative, storytelling, and project management.
- Serve as lead for all primary creative agency relationships to ensure alignment and consistency across all campaigns, programs, and initiatives.
- Collaborate across marketing, admissions, campus, and other Campus Shared Services organizations to deliver on the strategic priorities of WCU and ACC.
- Design and implement a cohesive marketing intake and governance process to manage capacity, drive efficiency, and ensure marketing output quality standards.
- Refine and direct all marketing operations process maps – to include both internal marketing resources and external agency/vendor partners.
- Oversee all campus / student communications, notifications, and alerts.
- Direct all organic social media strategies, tactics, and standards.
- Partner with performance marketing, campus leadership, and facilities to develop and activate effective on-campus merchandising and messaging strategies.
- Serve on the marketing leadership team while championing an enterprise mindset – igniting the full potential of the WCU and ACC brands.
- Develop and deliver new consumer experiences to enhance prospective student education, active student engagement and retention, and clinical partner engagement and growth.
- Stay updated on industry trends and best practices in marketing, brand, and content strategies to continuously improve the student experience and deliver innovative marketing interactions.
- Develop expert knowledge of competitor product marketing strategies in education and other non-industry benchmarks.
- Closely follow emerging technology, consumer insight, and cultural trends to make informed recommendations for how our education and resulting success stories are leveraged in paid, owned, and earned media channels to remain differentiated in the marketplace.
- Develop, or assist in the development of, annual marketing budgets.
- Build and maintain relationships with key partners and vendors.
- Adhere to College/University policies and procedures and conducts job responsibilities in accordance with the standards set out in the College/University's Code of Ethical Conduct, Compliance Agreement, Sexual Harassment Policy or any of its policies and procedures, applicable federal and state laws, and applicable professional standards.
- Maintain regular and timely attendance, report to work as scheduled and as required to meet the needs of the College/University and assures time worked and/or time-off is recorded properly.
- Exercise care, proper use and maintenance of department equipment and supplies and identify unsafe conditions and makes appropriate adjustments.
- Maintain order, cleanliness and safety at work.
- Perform other duties as assigned.
Minimum & Preferred Qualifications:
- Bachelor's degree in Marketing, Communications, Business or a related field.
Experience & Skills:
- 10-15 years' experience in corporate marketing and brand functions.
- Strong understanding of marketing, brand, content, and communication disciplines.
- Experience in higher education is valuable but not required.
- Strong growth mindset with experience managing multiple strategic priorities and delivering on an aggressive KPI framework.
- Excellent communication and interpersonal skills; ability to work effectively and adaptively in a highly collaborative, interdependent team environment.
- Ability to work comfortably with high-ranking executives in the development and approval process.
- Basic knowledge of websites, content management systems (especially Mac IOS, Microsoft Office, social media, photography and videography).
- Excellent written and verbal skills for internal and external communications needs.
- Excellent organizational and multi-tasking skills with solid attention to detail.
- Ability to exercise good judgment – upholding legal and compliance standards while adhering to defined policies and procedures.
- Ability to innovate, think creatively, and foster dialogue across diverse groups.
- Ability to take initiative and work proactively.
- Ability to develop content that displays effective multi-media storytelling techniques.
- Experience managing fast-paced projects in a deadline-driven environment.
- Excellent analytical and organizational skills.
- Ability to formulate advanced concepts and solutions that demand a high degree of creativity, innovation, technological expertise, and ingenuity.
- Curious individual with a broad mindset.
- Strategic thinker who can provide lasting solutions.
- Excellent project management skills.
- Willingness to work a flexible schedule to achieve intended outcomes.
- Ability to travel/drive locally on a weekly, daily and/or on an as-needed basis.
