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Director of Marketing and Content Strategy - 192850

Position Number: 4830183
Location: Cullowhee, NC
Position Type: Public Relations, Marketing and Communications

Director of Marketing and Content Strategy - 192850

Western Carolina University

Department: Marketing

About WCU: Western Carolina University has been named to the 2022 "Americas Best Employers by State" list by Forbes, ranking 14 out of the top 100 employers in North Carolina. Forbes has also ranked Western Carolina University in the Top 100 of Americas Best Midsize Employers for 2023. Western Carolina University is the UNC systems westernmost campus and has been consistently ranked as one of the top 15 public regional institutions in the South. WCUs main campus is nestled in a beautiful valley of the Blue Ridge Mountains, 50 miles west of Asheville. WCU is located just 25 miles from the entrance to the Great Smoky Mountain National Park, one of the nations most spectacular and most visited national parks. The entire region is known for its excellent quality of life and access to outdoor activities.Employees of WCU are provided a comprehensive benefits package as well as other resources, policies and programs to ensure a happy and healthy work/life balance. Benefit eligible employees have access to dental, vision and health insurance plans - eligibility begins on the first of the month following date of hire. Retirement plan contributions begin on the eligibility date following election and include employer contributions for either a defined contribution or a defined benefit plan. Optional disability plans are also available.Eligible employees have access to tuition waivers for up to three courses per academic year; employee may enroll at any of the constituent UNC System campuses. Also offered are free group exercise classes multiple times per week, a discounted membership to the campus recreation center, free vaccine and booster shots offered on campus, pretax flexible spending accounts, 12 paid holidays and 24 hours of paid community service leave each year. Paid vacation and sick leave accrual begin after first month of employment. Paid parental leave after 12 months of continuous service.WCU offers an abundance of training and development programs, certifications, workshops and conferences - many of which are offered free of charge.

Position Summary: The primary location of this position is the main Cullowhee, NC campus.

As the Director of Marketing and Content Strategy at WCU, you will oversee and drive the university's paid advertising efforts in conjunction with our agency partner, develop a social media strategy and a website content strategy to effectively reach out to students, faculty, alumni and the broader community. You will lead a team of marketing and content professionals while executing strategic initiatives that drive the growth and success of our university.

Key Responsibilities include:
1. Paid Advertising: Develop and implement a paid advertising strategy with the assistance of our agency partner. Work together to create a plan that aligns with the university's academic and institutional goals. Collaborate with senior leadership to set clear advertising KPIs and regularly report on progress.

2. Social Media Strategy: Lead the development of a comprehensive social media strategy that fosters engagement and promotes the university's academic programs, events and achievements. The chosen candidate will be responsible for overseeing our social media team and assisting with enterprise-level social media and paid social media strategies for enhancing the WCU brand, engaging target audiences and increasing the university's presence in the region and beyond.

3. Website Content Strategy: Oversee the web team in charge of creation and curation of high-quality, engaging website content that highlights academic achievements, research breakthroughs, and campus life, ensuring alignment with the university's core values and mission. The chosen candidate will provide a strategy for the development and dissemination of content and will collaborate with designers, photographers, videographers, and writers to translate UCM projects to digital spaces with a focus on SEO and user experience.

4. Team Leadership: Manage and mentor a team of marketing and content professionals responsible for paid advertising, social media, and website content, fostering a culture of creativity, collaboration, and continuous improvement. Set clear expectations and provide feedback to enhance team performance.

5. Brand Management: Disseminate the marketing strategy to all teams to ensure brand consistency across all marketing and communication channels.

6. Audience Research: Conduct in-depth market research, in conjunction with agency partners, to identify target audiences, their educational needs, and preferences. Use this data to inform advertising and content strategies that resonate with current and prospective students, faculty, and alumni.

7. Analytics and Optimization: Regularly analyze performance metrics for paid advertising and social media campaigns, using data to make informed decisions. Implement A/B testing and other strategies to optimize campaigns and improve engagement.

8. Budget Management: Manage the advertising and social media budget, allocating resources efficiently and tracking expenditures to ensure cost-effectiveness.

9. Collaboration with University Departments: Collaborate with various university departments, such as admissions, academic affairs, and advancement, to align marketing strategies with the broader institutional objectives.

Knowledge, Skills, and Abilities Required for this position:

Minimum Qualifications: Bachelors degree in a discipline related to the area of assignment; or equivalent combination of training and experience. All degrees must be received from appropriately accredited institutions.

Preferred Qualifications: Masters degree. Demonstrated success in a senior marketing or content strategy position, emphasizing measurable achievements in paid advertising, social media strategy, and website content strategy, preferably within the higher education sector. Proficient use of digital marketing channels and tools, including Sprout Social, Google Analytics, and the paid aspects of social media channels, with measurable results. Demonstrated proficiency in utilizing marketing analytics for data-driven decision-making. Demonstrated ability in applying creative thinking and problem-solving skills to achieve tangible outcomes. Proficient in project management with demonstrated skills, including the use of tools such as Asana.

Position Type: Permanent Full-Time

Special Instructions to Applicants: Applicants must apply online. Please submit a cover letter, resume, and at least three professional references (include complete contact information) in order to be considered for the position.Review of applications will begin immediately and will continue until a candidate has been selected for hire.For questions or additional information, please contact ###PLEASE COMPLETE ALL AREAS OF THE APPLICATION. INCOMPLETE APPLICATIONS MAY NOT BE GIVEN CONSIDERATION IN THE REVIEW PROCESS.

AA/EOE
Western Carolina University is an Equal Opportunity/Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race; color; religion; sex; sexual orientation; gender identity or expression; national origin; age; disability; genetic information; political affiliation; National Guard or veteran status, consistent with applicable federal, state and local laws, regulations, and policies, and the policies of The University of North Carolina. Additionally, the University promotes the realization of equal employment opportunity for minorities, women, persons with disabilities, and veterans through its affirmative action program. Persons with disabilities requiring accommodations in the application and interview process please call (828) 227-7218 or email at jobs@email.wcu.edu.

University Safety
The Western Carolina University Annual Safety Report is available online at University Annual Safety Report or in hard-copy by request at the office of the Vice Chancellor for Student Affairs, 227 HFR Administration Building, Cullowhee, NC 28723 (828-227-7147) or the Office of University Police, 111 Camp Annex, Cullowhee, NC 28723 (828-227-7301). The report, required of all universities participating in Title IV student financial aid programs, discusses crime statistics, procedures for reporting suspicious or criminal activity, security, police authority, crime prevention strategies, university policies on substance abuse and sexual offenses, workplace violence and fire safety.

To apply, please visit: https://jobs.wcu.edu/postings/26048