Transylvania University

Transylvania University invites applications for Vice President for Marketing and Communications.  The Vice President for Marketing and Communications provides strategic leadership and direction for all university marketing, public relations, media relations, and internal and external communications, reporting directly to the Senior Vice President of Enrollment Management. This role also maintains a strong dotted-line reporting relationship with the President regarding institutional communications and public relations matters.

Leading the development and implementation of integrated marketing and communications strategies, the Vice President will work collaboratively with admissions and advancement to achieve critical enrollment and fundraising goals outlined in the new Strategic Plan, Strategic Plan 2030. This role is key to enhancing university visibility and building a cohesive brand, and is fundamental to Transylvania's enduring strength and success.

Essential Duties:

• Work with the various constituencies across campus, in particular the offices of admissions and development, to document short-term and long-term marketing and communications strategies focused on enrollment growth and strategic plan objectives.

• Develop departmental goals and tactics to implement those strategies and track the progress toward those goals, with a strong emphasis on measurable outcomes related to enrollment and brand awareness.

• Demonstrate expertise in current best practices related to integrated marketing, brand messaging, public relations, and new media as well as trends in higher education, with a keen understanding of how these areas contribute to enrollment growth.

• Develop and monitor annual budget(s) in alignment with the university’s strategic plan and in direct support of the university’s marketing and communications activities, particularly those aimed at increasing enrollment.

• Provide leadership in the university’s branding efforts, including coordination with branding and marketing consultants and internal education about the brand, ensuring brand consistency across all enrollment-focused initiatives.

• Establish high standards for internal and external communications and institute measures to ensure the overall quality of all materials, with a particular focus on communications targeted at prospective students and their families.

• Provide day-to-day oversight in the areas of internal campus communications, social media, marketing, branding, graphic design, public relations, media relations, crisis communications, the university’s websites, and special projects and events, ensuring alignment with enrollment  and advancement goals.

• Create a collegial work environment, motivating staff and cultivating productive, collaborative relationships with all constituent groups, particularly those involved in enrollment and advancement.

• Craft institutional messages/talking points for print and broadcast media and serve as the primary spokesperson for the media, ensuring consistent messaging that supports enrollment and the university's reputation.

• Manage placement of media ads and ongoing relationships with advertisers and media entities, with a strategic focus on reaching prospective students and key influencers.

• Serve as the communications lead on the campus emergency response team, providing input to communications plans and supervision of communications staff during emergencies, ensuring timely and accurate information dissemination.

• Assist the president with the research, writing, editing, and dissemination of presidential communiqués including copy writing for on- and off-campus publications, presentations, talking points, speeches, event briefings, and other communication as directed, maintaining a strong dotted-line relationship on these matters.

• Oversee the hiring of communications consultants, including photographers, videographers, advertising agencies, social media firms, and graphic designers, as needed, ensuring cost-effectiveness and alignment with enrollment and strategic goals.

Secondary Duties:

• Serve on committees and working groups as assigned.

• Execute additional tasks as required by the Senior Vice President of Enrollment Management and/or the President.

Education and Experience:

• Bachelor’s degree required; advanced degree preferred

• Formal education in public relations, marketing, communications, or journalism desired

• A minimum of 5 years of experience in communications, marketing, or public relations management in a higher education, corporate, or large organization environment, with a demonstrable track record of contributing to enrollment growth.

• Prior experience leading and collaborating with a creative, self-motivated team, including but not limited to writers (news, publications, and online), web designers, graphic artists, photographers, and/or videographers.

• Proven track record of innovation and creativity in producing marketing materials that resonate with prospective students and their families.

• Exceptional leadership and interpersonal skills.

• Exceptional communications skills (written and verbal).

• Ability to articulate the role of marketing, communications, and strategic positioning at a liberal arts college, with a strong understanding of its direct impact on enrollment.

• Ability to work well under pressure and manage deadlines.

• Solid analytic, quantitative, and planning skills, with experience in tracking and analyzing marketing effectiveness in relation to enrollment.

• Effective conflict resolution and problem-solving skills.

Supervisory Responsibility: Provide direct supervision for all communications/marketing staff 

Decision-Making Authority: Hiring and dismissal of staff; capital expenditures; sizable contracts with consulting firms; marketing and advertising campaigns focused on enrollment; partnerships with local organizations that support enrollment efforts; branding initiatives; media messages; protocols for internal and external communications.

Contacts: Works closely with the other university vice presidents (members of the Cabinet), with a particularly strong collaborative relationship with the Vice President for Enrollment Management and the Vice President for Advancement. Regularly interacts with members of the Board of Trustees and Board of Regents, as well as faculty and staff. Must be successful in establishing productive relationships with local and regional media representatives, community leaders, and other public relations and marketing professionals to enhance the university's visibility and attract prospective students.

Technology: Expertise managing email and standard office applications (Google Suite) is essential. Demonstrated proficiency in utilizing project management software or platforms (e.g., Asana, Trello, Monday.com) for planning, tracking, and managing marketing and communication projects is highly desirable and strongly preferred.Familiarity with graphic and web design software, video and photo editing software, live streaming video, and capturing analytics for social media platforms a plus. Must be able to work collaboratively using available technology, such as Technolutions Slate and Banner Colleague the institution SIS, to ensure effective data governance. 

Problems and Challenges:

• Balancing priorities among the various campus constituencies, with a primary focus on supporting enrollment goals.

• Communicating effectively to a variety of external constituencies (prospective students, parents, alumni, donors, etc.), with a strategic emphasis on attracting and engaging prospective students.

• Adopting new technology and staying abreast of communications trends, particularly those relevant to digital marketing and enrollment strategies.

• Establishing and protecting the institutional brand, ensuring it resonates with prospective students and their families.

• Establishing mutually beneficial partnerships with local organizations that can contribute to enrollment and visibility.

• Identifying the most effective tools and vehicles for marketing and advertising to reach prospective students.

• Meeting the campus community’s expectations for transparency.

• Managing a dynamic, fast-paced office.

Located in the heart of downtown Lexington, Kentucky, Transylvania University features a personalized approach to undergraduate education through 46 liberal arts majors. Founded in 1780, it is the 16th oldest institution of higher learning in the country with approximately 1,000 students.

Transylvania University is an Equal Opportunity Employer and recognizes the value of historically excluded and underrepresented backgrounds, perspectives, and experiences that enrich the university’s environment for colleagues and students alike. We are committed to enhancing the diversity of the university community and encourage all who are interested to apply.

To begin the application process, submit your cover letter to the attention of Erin Craig, Senior Vice President for Enrollment Management, stating your qualifications and interest and clicking the "Apply For This Position" button below. Review of applications will begin immediately and will continue until an appointment is made.