Senior Brand and Copywriting Specialist, UM&C
University of Rochester, Rochester, New York, United States
Overview
As a community, the University of Rochester is defined by a deep commitment to Meliora - Ever Better. Embedded in that ideal are the values we share: equity, leadership, integrity, openness, respect, and accountability. Together, we will set the highest standards for how we treat each other to ensure our community is welcoming to all and is a place where all can thrive. Job Location (Full Address): 220 Hutchison Rd, Rochester, New York, United States of America, 14627 Opening Worker Subtype: Regular Time Type Full time Scheduled Weekly Hours 40 Department 100027 Ofc University Mkting & Comms Work Shift UR - Day (United States of America) Range UR URG 111 Compensation Range $63,815.00 - $95,723.00 The referenced pay range represents the minimum and maximum compensation for this job. Individual annual salaries/hourly rates will be set within the job's compensation range, and will be determined by considering factors including, but not limited to, market data, education, experience, qualifications, expertise of the individual, and internal equity considerations. Responsibilities
This role serves as a strategist, high-level subject-matter expert, senior marketing copywriter, content creator and brand manager. Supports development of effective marketing plans and creative briefs and delivers high-quality, timely, engaging content that measurably helps achieve goals of the University of Rochester's strategic plan. Supports local, national and international brand and enrollment marketing and social media efforts as well as idea generation and content production scheduling. Engages in hands-on writing, strategic thinking, and fostering team collaboration. Translates complex concepts into clear, compelling, and customized narratives and headlines that resonate with diverse audiences throughout varied brand platforms. This role amplifies the voice of University of Rochester’s brand across multiple channels and plays a critical role in major University marketing initiatives—constructing customized approaches for each key target audience, using strategy and data insights as part of their roadmap. This role also manages brand consistency through trademark and licensing efforts with creative and product development, and through supporting the University’s daily brand management system (Marq). Essential Functions
Brand Copywriting
Serves as a guardian of University of Rochester’s brand voice by ensuring all copy aligns with brand voice as well as tone and style guidelines, messaging toolkits, and other resources, maintaining consistency across all channels. Crafts sophisticated, persuasive creative briefs and copy for critical marketing initiatives, including University-level admissions/enrollment and enterprise brand marketing campaigns. Edits and proofreads all copy to ensure accuracy, clarity, and grammatical correctness. Presents creative writing solutions and content strategy to University Marketing and Communications leadership and key stakeholders, effectively communicating the rationale behind strategic decisions. Content Creation
Serves as consultant, senior writer, and content creator for assigned areas. Completes assigned projects that are complex in nature, including multi-channel advertising campaigns, anthem messaging, and creative platform systems. Writes and edits engaging copy for a wide range of marketing materials, including advertising and media placements, website content, digital campaigns, social media posts, editorial content, marketing collaterals, and video and audio scripts. Develops materials specific to audience needs. Collaborates with marketing partners and creative teams to develop concepts and messaging for integrated marketing campaigns. Leads audience targeting with tailored content that resonates with specific target audiences, understanding their motivations and information needs. Data and Content Analysis
Assists the University Marketing team in tracking the performance of content and campaigns, using data to inform future writing strategies. Translates data and insights into actionable content plans. Makes recommendations and implements changes and content optimizations to drive increased audience engagement. Incorporates search engine optimization (SEO) best practices into web copy to improve visibility and organic search rankings. Mentorship and Collaboration
Serves as counsel to colleagues in content writing and marketing positions across the University, providing constructive feedback to help elevate the quality of work. Collaborates closely with designers, marketing strategists, and University Marketing and Communications leadership to deliver strategic and impactful content. Marketing Content Research
Conducts research to gather information and data for marketing campaign development, including conducting interviews with students, faculty, staff, alumni, patients, and other key constituencies. Incorporates research findings into tailored content development and messaging to help achieve campaign goals. Brand Management
Manages brand consistency through trademark and licensing efforts with creative and product development. Analyzes vendor inquiries for merchandise to ensure all requests falls within brand guidelines. Flags potential brand compliance concerns to the brand marketing team for review. Supports the University’s daily brand management system (Marq) with brand counsel and platform intelligence. Supports the brand marketing team by coordinating content production and scheduling interviews as well as video and photo shoots. Other Duties As Assigned
Minimum Education & Experience
Bachelor’s degree in Communications, Journalism or related field required 5 years of relevant experience required; 7 years of professional copywriting experience, with a significant portfolio showcasing work on large-scale campaigns, preferably in a higher education or complex B2C environment preferred. Or equivalent combination of education and experience required Knowledge, Skills And Abilities
Proven track record of success in content strategy and execution required. Exceptional writing, editing, and proofreading skills required. Ability to write for an array of advertising placements, including those with short, energetic and cohesive approaches required. Strong attention to detail and the ability to successfully manage multiple projects simultaneously. Strong time management skills required. Strong collaboration skills with experience working with, and providing feedback to, team members required. Deep understanding of brand storytelling, marketing principles, and digital content channels preferred. Experience presenting to and managing relationships with senior-level stakeholders, ensuring diplomacy in all discussions preferred. Ability to accept and adapt to constructive feedback required. Strong verbal, written and interpersonal communications skills required. Demonstrated proficiency in writing and editing content based on target audience required. Proficiency in software and project management tools that include, but are not limited to: Microsoft Office Suite, Adobe Creative Suite, Marq, Basecamp, Google/Looker Studio, and Salesforce preferred. The University of Rochester is committed to fostering, cultivating, and preserving an inclusive and welcoming culture to advance the University’s Mission to Learn, Discover, Heal, Create – and Make the World Ever Better. In support of our values and those of our society, the University is committed to not discriminating on the basis of age, color, disability, ethnicity, gender identity or expression, genetic information, marital status, military/veteran status, national origin, race, religion, creed, sex, sexual orientation, citizenship status, or any other characteristic protected by federal, state, or local law (Protected Characteristics). This commitment extends to non-discrimination in the administration of our policies, admissions, employment, access, and recruitment of candidates, for all persons consistent with our values and based on applicable law.
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As a community, the University of Rochester is defined by a deep commitment to Meliora - Ever Better. Embedded in that ideal are the values we share: equity, leadership, integrity, openness, respect, and accountability. Together, we will set the highest standards for how we treat each other to ensure our community is welcoming to all and is a place where all can thrive. Job Location (Full Address): 220 Hutchison Rd, Rochester, New York, United States of America, 14627 Opening Worker Subtype: Regular Time Type Full time Scheduled Weekly Hours 40 Department 100027 Ofc University Mkting & Comms Work Shift UR - Day (United States of America) Range UR URG 111 Compensation Range $63,815.00 - $95,723.00 The referenced pay range represents the minimum and maximum compensation for this job. Individual annual salaries/hourly rates will be set within the job's compensation range, and will be determined by considering factors including, but not limited to, market data, education, experience, qualifications, expertise of the individual, and internal equity considerations. Responsibilities
This role serves as a strategist, high-level subject-matter expert, senior marketing copywriter, content creator and brand manager. Supports development of effective marketing plans and creative briefs and delivers high-quality, timely, engaging content that measurably helps achieve goals of the University of Rochester's strategic plan. Supports local, national and international brand and enrollment marketing and social media efforts as well as idea generation and content production scheduling. Engages in hands-on writing, strategic thinking, and fostering team collaboration. Translates complex concepts into clear, compelling, and customized narratives and headlines that resonate with diverse audiences throughout varied brand platforms. This role amplifies the voice of University of Rochester’s brand across multiple channels and plays a critical role in major University marketing initiatives—constructing customized approaches for each key target audience, using strategy and data insights as part of their roadmap. This role also manages brand consistency through trademark and licensing efforts with creative and product development, and through supporting the University’s daily brand management system (Marq). Essential Functions
Brand Copywriting
Serves as a guardian of University of Rochester’s brand voice by ensuring all copy aligns with brand voice as well as tone and style guidelines, messaging toolkits, and other resources, maintaining consistency across all channels. Crafts sophisticated, persuasive creative briefs and copy for critical marketing initiatives, including University-level admissions/enrollment and enterprise brand marketing campaigns. Edits and proofreads all copy to ensure accuracy, clarity, and grammatical correctness. Presents creative writing solutions and content strategy to University Marketing and Communications leadership and key stakeholders, effectively communicating the rationale behind strategic decisions. Content Creation
Serves as consultant, senior writer, and content creator for assigned areas. Completes assigned projects that are complex in nature, including multi-channel advertising campaigns, anthem messaging, and creative platform systems. Writes and edits engaging copy for a wide range of marketing materials, including advertising and media placements, website content, digital campaigns, social media posts, editorial content, marketing collaterals, and video and audio scripts. Develops materials specific to audience needs. Collaborates with marketing partners and creative teams to develop concepts and messaging for integrated marketing campaigns. Leads audience targeting with tailored content that resonates with specific target audiences, understanding their motivations and information needs. Data and Content Analysis
Assists the University Marketing team in tracking the performance of content and campaigns, using data to inform future writing strategies. Translates data and insights into actionable content plans. Makes recommendations and implements changes and content optimizations to drive increased audience engagement. Incorporates search engine optimization (SEO) best practices into web copy to improve visibility and organic search rankings. Mentorship and Collaboration
Serves as counsel to colleagues in content writing and marketing positions across the University, providing constructive feedback to help elevate the quality of work. Collaborates closely with designers, marketing strategists, and University Marketing and Communications leadership to deliver strategic and impactful content. Marketing Content Research
Conducts research to gather information and data for marketing campaign development, including conducting interviews with students, faculty, staff, alumni, patients, and other key constituencies. Incorporates research findings into tailored content development and messaging to help achieve campaign goals. Brand Management
Manages brand consistency through trademark and licensing efforts with creative and product development. Analyzes vendor inquiries for merchandise to ensure all requests falls within brand guidelines. Flags potential brand compliance concerns to the brand marketing team for review. Supports the University’s daily brand management system (Marq) with brand counsel and platform intelligence. Supports the brand marketing team by coordinating content production and scheduling interviews as well as video and photo shoots. Other Duties As Assigned
Minimum Education & Experience
Bachelor’s degree in Communications, Journalism or related field required 5 years of relevant experience required; 7 years of professional copywriting experience, with a significant portfolio showcasing work on large-scale campaigns, preferably in a higher education or complex B2C environment preferred. Or equivalent combination of education and experience required Knowledge, Skills And Abilities
Proven track record of success in content strategy and execution required. Exceptional writing, editing, and proofreading skills required. Ability to write for an array of advertising placements, including those with short, energetic and cohesive approaches required. Strong attention to detail and the ability to successfully manage multiple projects simultaneously. Strong time management skills required. Strong collaboration skills with experience working with, and providing feedback to, team members required. Deep understanding of brand storytelling, marketing principles, and digital content channels preferred. Experience presenting to and managing relationships with senior-level stakeholders, ensuring diplomacy in all discussions preferred. Ability to accept and adapt to constructive feedback required. Strong verbal, written and interpersonal communications skills required. Demonstrated proficiency in writing and editing content based on target audience required. Proficiency in software and project management tools that include, but are not limited to: Microsoft Office Suite, Adobe Creative Suite, Marq, Basecamp, Google/Looker Studio, and Salesforce preferred. The University of Rochester is committed to fostering, cultivating, and preserving an inclusive and welcoming culture to advance the University’s Mission to Learn, Discover, Heal, Create – and Make the World Ever Better. In support of our values and those of our society, the University is committed to not discriminating on the basis of age, color, disability, ethnicity, gender identity or expression, genetic information, marital status, military/veteran status, national origin, race, religion, creed, sex, sexual orientation, citizenship status, or any other characteristic protected by federal, state, or local law (Protected Characteristics). This commitment extends to non-discrimination in the administration of our policies, admissions, employment, access, and recruitment of candidates, for all persons consistent with our values and based on applicable law.
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