Executive Director, Communications & Marketing

Executive Director Of Marketing

The University Communications and Marketing (UCM) team is the primary source for news, content and information about USF. UCM is responsible for producing and promoting university news, coordinating media relations, managing crisis communications, conceiving and implementing marketing, advertising and communications campaigns, managing enterprise and leadership social media channels, and maintaining the primary university websites and mobile applications.
The Executive Director of marketing will help strengthen the University of South Florida's reputation, increase its visibility locally and nationally, and provide meaningful engagement opportunities with key target audiences to build trust and grow the number of brand champions. The successful candidate will help lead a brand research and renewal process that authentically articulates and enhances USF's competitive position in the higher education market, capitalizing on our membership in the AAU, location within the Tampa Bay region and other distinguishing characteristics. The Executive Director will focus on leading and executing comprehensive and data driven marketing and brand strategies that are aligned with USF's strategic plan and lead a team of branding and marketing professionals across the university's three campuses working in partnership with teams from the university's colleges and leadership units, including Athletics and Advancement, to support USF's strategic goals.
Responsibilities

Brand Strategy
Collaborate with the Chief Marketing Officer, university leadership and marketing and communications professionals across the enterprise to enhance the integrated brand strengthening the university's national reputation and public identity. This may include collaborating with a research firm to conduct surveys and focus groups, creating customer personas, tailoring key messages and strategies for specifics audiences; and developing, documenting and socializing an integrated and inspiring brand strategy.
Visual Identity Standards and Brand Asset Management
Oversee the advancement of USF's visual identity standards and the dissemination of all USF brand assets. Includes developing documentation, marketing assets and templates; providing creative direction, guidance and feedback to all university partners to ensure that all communications and marketing assets are in alignment with the university's brand standards; and monitoring the use and implementation of all brand assets.
USF Brand Marketing Campaign
Continue evaluating and enhancing the effectiveness of a comprehensive, integrated marketing campaign to support USF's national brand and reputation. Includes developing a research-informed marketing strategy that supports the USF brand; documenting a thoughtful, strategic marketing plan, to include identifying all customer personas, developing CTAs and KPIs for each, and determining which digital platforms and communication streams will be utilized for each; determining which marketing assets need to be produced for each audience. The process also includes data analytics, consumer insights and business executions in identifying marketing assets for each group, developing and managing a production schedule ensuring all assets are created, all digital platforms are launched, and all content is disseminated efficiently. Consider expanding email marketing efforts, including but not limited to in support of graduate degree offerings; and developing and carefully managing the marketing budget.
Leadership and Collaboration
Lead a team of marketing professionals, providing strategic thought leadership to all university partners. This includes leading the UCM marketing team in developing, implementing, measuring and optimizing all branding initiatives and marketing campaigns; advising USF's senior leaders on all aspects of brand management and marketing; and collaborating with senior marcomm leaders across the enterprise to develop successful marketing strategies for all audiences in Admissions, Student Success, USF Athletics, USF Health, the USF Foundation, and all USF colleges and business units. Work closely with our internal licensing team to help grow revenue.
Marketing Infrastructure
Collaborate with senior marketing and communications leaders across the enterprise to develop the people, processes and tools needed to successfully develop, implement, measure and optimize all marketing activities at USF. Assess current partnerships and evaluate opportunities for new strategic partnerships. Responsibilities include creating tailored documentation and training materials for university partners; identifying, purchasing, setting up, and configuring necessary marketing communication technologies; establishing new policies and updating current ones to govern tool usage and management of communication channels and digital platforms; and advocating for the funding required to obtain these resources.
Qualifications

Minimum Qualifications:
Bachelor's degree from a regionally accredited institution required. Minimum of 10 years of progressively responsible experience in higher education or a related field, including at least 7 years in a leadership or managerial role. Demonstrated experience in strategic planning, program development, and cross-functional leadership.
Degree Equivalency Clause: Four years of direct experience for a bachelor's degree.• Senate Bill 1310- The Florida Senate is conditional upon meeting all employment eligibility requirements in the U.S.• SB 1310: Substitution of Work Experience for Postsecondary Education Requirements• A public employer may include a postsecondary degree as a baseline requirement only as an alternative to the number of years of direct experience required, not to exceed:• (a) Two years of direct experience for an associate degree;• (b) Four years of direct experience for a bachelor's degree;• (c) Six years of direct experience for a master's degree;• (d) Seven years of direct experience for a professional degree; or• (e) Nine years of direct experience for a doctoral degree• Related work experience may not substitute for any required licensure, certification, or registration required for the position of employment as established by the public employer and indicated in the advertised description of the position of employment.• Minimum Qualifications that require a high school diploma are exempt from SB 1310.
Preferred Qualifications:
Master's degree in marketing, advertising, communications or related area. Prior experience in higher education either in an agency environment or as an internal marketing professional. 15 years' experience in marketing and 10 years of management of teams.
About Us

Working at USF
With approximately 16,000 employees, the University of South Florida is one of the largest employers in the Tampa Bay area. We are dedicated to cultivating a talented, engaged and driven workforce that strives to be bold. Employees excel in USF's rich academic environment, which fosters their development and advancement. In 2025, Forbes recognized USF as one of Florida's best large employers, ranked No. 1 among the state's 12 public universities. Our first-class benefits package includes medical, dental and life insurance plans, retirement plan options, employee and dependent tuition programs, generous leave, and hundreds of employee perks and discounts.
About USF
The University of South Florida is a top-ranked research university serving approximately 50,000 students from across the globe at campuses in Tampa, St. Petersburg, Sarasota-Manatee and USF Health. USF is recognized by U.S. News & World Report as a top 50 public university and the best value in Florida. U.S. News also ranks the USF Health Morsani College of Medicine as the No. 1 medical school in Florida and in the highest tier nationwide. USF is a member of the Association of American Universities (AAU), a group that includes only the top 3% of universities in the U.S. With an all-time high of $738 million in research funding in 2024 and as a top 20 public university for producing U.S. patents, USF uses innovation to transform lives and shape a better future. The university generates an annual economic impact of more than $6 billion. USF's Division I athletics teams compete in the American Athletic Conference. Learn more at www.usf.edu.
Compliance and Federal Notices
This position may be subject to a Level 1 or Level 2 criminal background check.
Applicants have rights under Federal Employment Laws:
The University of South Florida is an equal opportunity employer that does not discriminate against any employee or applicant for employment based on any characteristic protected by law. The University maintains programs for protected veterans and individuals with disabilities in accordance with all applicable federal and state laws.
Family and Medical Leave Act (FMLA)
Applicants for USF employment are entitled to request reasonable accommodation(s) in the application process. A request is to be made at least five (5) working days prior to the time the accommodation(s) is needed. Visit the Central Human Resources ADA Accommodations webpage for more information on requesting an accommodation during the application/interview process.
Equal Employment Opportunity
The University of South Florida is an equal opportunity employer that does not discriminate against any employee or applicant for employment based on any characteristic protected by law. The University maintains affirmative action programs for protected veterans and individuals with disabilities in accordance with all applicable federal and state laws. This job description does not constitute an employment contract.