Location: Newport, RI Category: Education Posted On: Mon Jun 27 2022 Job Description:
Among its many responsibilities, the Office of Strategic Communications and Public Affairs develops and implements institutional communications, marketing tactics and engagements that highlight the value of Salve Regina University and a Mercy-centered education among its various constituent groups. The Brand Strategist plays an integral role in the planning, development and assessment of the University's strategic communications initiatives, continuously identifying ways to enhance brand awareness, identity and messaging through the analysis of constituent behaviors and market trends that further define University positioning within a highly competitive arena at the undergraduate, graduate and professional studies levels. The Brand Strategist will join a team of individuals who regularly ensure that the University's brand messaging and tone are consistent across all online and offline channels, and that sub-branding campaigns also remain consistent with the University's overall brand identity.
The Brand Strategist will have the expertise and management skills needed to help grow the institution's reputation in the higher education marketplace and beyond. This will involve working directly with the University's Director of Marketing Strategy and Brand Deployment, and representatives tasked with oversight of institutional sub-brand marketing to implement tactics that drive Salve Regina's overall brand preference with various constituent groups. The Brand Strategist must also have the creative talent and expertise necessary to aid in the development and implementation of multiple visual components for the University, as well as an understanding of brand and visual identity best practices to successfully implement guidelines across multiple sectors of the organization.
ESSENTIAL DUTIES AND RESPONSIBILITIES
The Brand Strategist will:
Work with the Director of Marketing and Brand Deployment to analyze consumer insights and develop marketing plans and/or differentiation strategies associated with an identified portfolio of projects to promote Salve Regina University across various channels.
Craft and implement premium destination-related marketing plans to coincide with existing strategies designed to position and drive Salve Regina's master brand with select constituent groups regionally, nationally and internationally.
Conduct competitive research to identify the strengths and weaknesses of campaigns, programs and other products or services affiliated with Salve Regina University from a branding perspective.
Work with the University's social media strategist to develop and implement social media campaigns for specific initiatives associated with key institutional goals for branding and promotion.
Provide direction and guidance to those tasked with sub-brand marketing to ensure the attainment of specified objectives through advertising, promotional marketing and destination tactics.
Work alongside the Director of Marketing Strategy and Deployment and the Director of Integrated Content and Production to fully understand the constituent decision journey and how to then translate that information into the development of exciting and engaging marketing materials and/or specialized campaigns affiliated with either the University's master brand or related sub-brands.
Partner with the Director of Integrated Content and Production to develop content calendars for multiple platforms, and to ensure video, imagery, and messaging are aligned to marketing strategies for multiple University entities including undergraduate and graduate programs, athletics, and both academic and student affairs.
Analyze assigned marketing metrics and manage related media buys and budgets with select advertising agencies to optimize impressions.
Develop policy for brand management and work with members of the Strategic Communications and Public Affairs team to create and implement initiatives that educate the campus community on best practices, including follow-up with stakeholders to ensure that branding is cohesive across the University.
Work as part of a cross-functional team to create and distribute regular reports that analyze and measure content reach and performance for various stakeholders within the University.
OTHER DUTIES AND RESPONSIBILITIES:
Participate as an active and essential member of the Crisis Communication and Response Team with a specialized focus on brand image and reputation.
Work with internal systems to manage the marketing process and track jobs, including approvals, job flow, production coordination and reporting/analysis.
Perform other duties as assigned by the Chief Communications Officer in association with the Director of Marketing Strategy and Brand Deployment.
LICENSES, TOOLS, AND EQUIPMENT:
Computer proficiency on both Macintosh and PC platforms required.
See additional requirements under Qualifications below.
Valid driver's license required.
The incumbent is not substantially exposed to adverse environmental conditions.
This position requires a strategic, data-driven thinker with excellent communication skills.
Bachelor's degree in marketing or related field (master's degree preferred) and at least five years of proven experience as a strategist or manager proficient in brand positioning, and the development and execution of marketing communication strategies in support of business goals.
Understanding of the full marketing mix.
Excellent organizational skills and ability to handle multiple, simultaneous projects independently.
Ability to meet tight deadlines and willingness to respond to communication needs on a timely or emergency basis.
Demonstrated portfolio of marketing campaigns including use of digital technologies (online tools and social media). Agency experience a plus.
Familiarity with SEO/SEM. Knowledge of user interface, software applications and photo-editing tools required, also industry-specific tools such as CSS, XHTML/HTML 5, Adobe CC, Microsoft Office Suite, WordPress, Drupal, Google Analytics, Google AdWords, email marketing platforms such as: Mailchimp and Constant Contact, custom responsive email templates, e-commerce, hosting environments.
Experience with additional CMS applications, digital asset management systems and enterprise resource management a plus.
Experience with public relations and social media initiatives, strong project and team management skills.
Strong negotiation skills and proven ability to provide insights and action plans based on analytics.
Strong writing, editing and proofreading skills are desired, and knowledge of AP style is a plus.
Salve Regina University offers generous benefits to eligible employees including:
health and dental coverage
tuition benefits and more
Salve Regina University strives to provide equal opportunity in employment and education to all employees, students and applicants. No employee, student or applicant shall be discriminated against or harassed on the basis of race, color, national and ethnic origin, sex, sexual orientation, gender identity or expression, religion, disability, age, marital or parental status, military or veteran status, genetic information or any other basis protected by applicable federal or state law, in the administration of Salve Regina's employment policies, education policies, admission policies, scholarship and loan programs, athletic and other University administered programs. In accordance with Title IX, it does not discriminate on the basis of sex in any of its educational programs or activities. Salve Regina is also committed to making its programs and campus accessible to its visitors and compliant with all applicable non-discrimination laws.
Founded by the Sisters of Mercy in 1947, Salve Regina is a private, coeducational university offering a comprehensive and innovative liberal arts education in the Catholic tradition. We empower students to explore their talents through our diverse academic offerings, student organizations, service initiatives and athletic teams. Our collaborative learning environment and vibrant campus community inspire the pursuit of excellence and breach the limits of personal potential.