General Information
| Job Description | MARKETING MGR 2 | Working Title | Director of Marketing and Communications |
|---|---|---|---|
| Job Code | 000472 | Grade | 26 |
| Department Name | UNEX - Marketing - D01074 | Department Head | |
| Supervisor | Effective Date | 03/04/2019 |
Position(s) Directly Supervised
| Job Code | Title | FTE |
|---|---|---|
| 007458 | PUBLICATIONS PROD SPEC 3 | 1 |
| 007554 | MARKETING SUPV 2 | 1 |
| 007551 | MARKETING SPEC 2 | 1 |
Generic Scope
| Oversees through subordinate managers a large department or multiple smaller units, OR manages a highly specialized technical function/team. Has significant responsibility to achieve broadly stated goals through subordinate managers. Determines objectives, directs programs, develops strategies and policies, manages human, financial, and physical resources, and functions with a high degree of autonomy. Proactively assesses risk to establish systems and procedures to protect organizational assets. Determines strategies for a program with organization-wide impact. |
Custom Scope
| Establishes objectives and work plans, and delegates assignments to subordinate managers. Plans, implements and manages full range of marketing functions for assigned unit or department, including human, financial and physical resources. Develops marketing and sales goals, objectives, plans and strategies, including determining target markets. Develops and administers budget(s) for department and/or special projects. |
Department Custom Scope
| The Director of Marketing and Communications is a strategic leader of the Extension Senior team and sits on the Dean's Council working to enhance the visibility, reputation, and impact of UCR Extension to foster awareness of Extension's initiatives and mission. The Director is responsible for setting unit strategy and objectives by planning, managing and implementing comprehensive short and long-range digital marketing campaigns, and nurturing programs in support of enrollment growth. S/he is accountable for growth targets through direct enrollment, e.g. via the website and social media platforms, as per established targets. Works closely with academic departments and managers as a partner in the setting and meeting of institutional goals and objectives. Establish and manage goals, objectives, timelines, and budgets, as they relate to the Marketing Department and staff. Under the general direction of the Dean of University Extension, the Director of Marketing and Communications is responsible for strategic planning, leadership, and management of a results-oriented marketing and communications team. The Director leads, coordinates, develops and implements dynamic marketing and communication activities including digital marketing campaigns and social media. The Director also oversees policies regarding style guides, social media, branding, and all products for Extension that are managed by the Marketing Managers. Leads the selection and implementation of tools and systems necessary to pursue a comprehensive marketing program, including marketing automation to identify prospective leads, strategic communication development, branding, marketing research, long-range planning and forecasting, advertising, customer relationship management, public information/media relations, creative and editorial services. Communication and marketing efforts are wide-ranging and comprehensive and include web, digital, email, social media, print, video, and oral presentations. Oversees development and drives the deliverables of the unit on an ongoing and quarterly basis. Oversees department services for ongoing projects such as digital campaigns, the Extension website, and program brochures for more than 80 individual programs in Extension's international and professional program portfolio. Leads in the implementation of an alternative to the UCR Extension Course Catalog. The marketing activities require extensive organization, coordination of content and timing, and consultation within Extension, other systems, campus entities and management of outside agencies and vendors working on marketing projects. Develops and routinely provides metrics and analysis on initiatives to determine effectiveness and return on investment of organizational and individual marketing strategies. The Director is also responsible for developing and implementing consistent communication strategies to position UCR Extension within the community as a unique and valuable resource for all residents that proudly reflects standards of the University of California, and sets Extension's programs apart from other entities that offer professional development and international programs. |
Education & Experience Requirements
Education Requirements
| Degree | Requirement |
|---|---|
| Bachelor's degree in related area and/or equivalent experience/training. | Required |
| Bachelor's degree in Marketing or Communications | Preferred |
Experience Requirements
| Experience | Requirement |
|---|
License Requirements
Certification Requirements
| Certification | Requirement |
|---|
Educational Condition Requirements
| Condition | Requirement |
|---|
Key Responsibilities
| Description | % Time |
|---|---|
Manages all aspects of the marketing function of an organization, including strategic planning.
|
20 |
Selects, trains, evaluates and manages staff responsible for implementing marketing projects, programs, plans, strategies, etc.
|
5 |
Develops marketing and sales goals, objectives, plans and strategies, including determining target markets.
|
10 |
Plans, implements and manages department marketing activities including determining marketing and sales goals, objectives and strategies and developing short and long-range marketing plans for the department.
|
10 |
Designs and manages programs to promote department services and/or products within the campus/health system community or to the general public, using targeted advertising strategies.
|
5 |
| Develops and administers marketing budget(s) for department and/or for special projects. | 5 |
Develops and implements market research instruments or utilizes standard market research instruments to collect information necessary to market goods and/or services; plans and conduct surveys as required.
|
5 |
Designs and produces marketing reports from a variety of sources.
|
10 |
Screens and hires vendors needed to produce marketing materials and attain marketing objectives.
|
5 |
Establishes, promotes and ensures consistent application of "brand" identity.
|
5 |
| Develops and manages marketing calendar including determining schedules and deadlines for production and distribution of marketing activities and publications. | 5 |
| Advises senior management on matters concerning several functional areas, department and/or customers. | 10 |
| Keeps abreast of competitive messaging and marketing approaches | 5 |
Knowledge, Skills & Abilities
| Knowledge/Skill/Ability | Requirement |
|---|---|
| Thorough knowledge of the campus, including its achievements, mission, goals, vision, infrastructure and products and services. | Required |
| Thorough knowledge of current and emerging marketing trends and best practices, including new and emerging strategies and technologies. | Required |
| Excellent skills in strategic planning, effectively organizing resources and setting and establishing priorities. | Required |
| Excellent skills in managing staff including selection, training, evaluating and mentoring staff at all levels, including skill to take disciplinary action as necessary. | Required |
| Excellent interpersonal communication and political acumen skills and advanced skill to represent the campus with other institutional and/or external constituencies. | Required |
| Excellent market research, analytical, and problem recognition, avoidance and resolution skills. | Required |
| Excellent skills to produce results and achieve predetermined goals within budget and time constraints. | Required |
| Strong knowledge of applicable University policies and state and federal laws regarding copyright and other licensing issues. | Required |
| Experience with marketing self-supporting education programs | Preferred |
| Understands data and analytics and uses these insights to develop marketing campaigns and measure its effectiveness. | Required |
| Skilled at budget and resource management. | Required |
| Skilled at interpreting and applying market research data to strategic plans. | Required |
| Ability to engage and influence cross-functionally and collaboratively within an organization. | Required |
| Strong knowledge of applicable University policies and state and federal laws regarding copyright and other licensing issues. | Required |
| Experience with marketing higher education programs including continuing education and professional development programs. | Preferred |
| Knowledge of a variety of non-degree international education programs for visiting international students. | Preferred |
| Thorough knowledge of University Extension including its achievements, mission, goals, vision, infrastructure and products and services. | Preferred |
Special Requirements & Conditions
| Special Condition | Requirement |
|---|
Other Special Requirements & Conditions
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Level of Supervision Received
| GeneralDirection |
Environment
Working Environment
| Campus |
Other Requirements
Items Used
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Physical Requirements
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Mental Requirements
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Environmental Requirements
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Critical Position
| Is Critical Position: No |