Director of Marketing

Director of Marketing
University of West Alabama: Communications and Marketing

Location
University of West Alabama

Open Date
Jul 02, 2026

Description
The Director of Marketing provides leadership for the University's marketing function, overseeing the development and execution of strategies that support enrollment, advancement, engagement, and institutional priorities. This role is responsible for connecting University goals with the needs of key audiences through coordinated marketing initiatives, audience-focused campaigns, digital engagement, and creative services.

Working collaboratively with the Director of Communications, the Director of Marketing ensures that marketing efforts align with institutional messaging, brand standards, and strategic objectives while providing leadership for marketing personnel, web operations, creative services, and external marketing partnerships.

Duties and Responsibilities

Develop and implement integrated marketing strategies that support institutional priorities, including enrollment growth, advancement initiatives, alumni engagement, student engagement, community engagement, and University visibility.

Provide leadership and direction for the University's marketing operations, including advancement marketing, web content management, digital engagement initiatives, and creative services.

Collaborate with the Director of Communications to ensure alignment between institutional messaging, content strategy, brand standards, and audience engagement efforts.

Lead the planning and execution of marketing campaigns that support recruitment, fundraising, events, academic initiatives, and other strategic University priorities.

Oversee the University's primary marketing efforts for Enrollment Management, Institutional Advancement, and other campus partners, ensuring marketing strategies are aligned with organizational goals and audience needs.

Provide strategic leadership and institutional coordination for enrollment marketing initiatives, including managing external strategic partners, agencies, and consultants, and supporting all undergraduate and graduate student recruitment efforts.

Establish priorities, expectations, and performance measures for external marketing partners and evaluate effectiveness in support of enrollment goals and institutional objectives.

Oversee the University's primary web presence and assigned digital platforms through supervision of the Web Content Specialist or other staff as appropriate, ensuring digital properties support institutional objectives, audience needs, brand compliance, accessibility standards, and user experience expectations.

Provide leadership for the University's visual identity, creative services, and development of marketing and engagement materials that support institutional priorities.

Ensure effective stewardship of institutional marketing resources, including creative assets, digital platforms, vendor relationships, and marketing technologies assigned to the division.

Utilize available data, audience insights, and performance measures to evaluate marketing effectiveness and identify opportunities for continuous improvement.

Establish and maintain systems, workflows, and service standards that improve project management, prioritization, collaboration, and responsiveness across marketing functions.

Supervise and develop assigned personnel, fostering a culture of collaboration, innovation, accountability, and service excellence.

Qualifications
Required

Bachelor's degree in Marketing, Communications, Business, Public Relations, or a related field.

Minimum of five (5) years of progressively responsible professional experience in marketing, communications, enrollment marketing, advancement marketing, public relations, or a closely-related field.

Minimum of two (2) years of experience leading projects, teams, programs, vendor relationships, or organizational initiatives.

Demonstrated experience developing and implementing marketing strategies, campaigns, or audience engagement initiatives.

Experience collaborating with multiple stakeholders and managing competing priorities in a complex organizational environment.

Strong written, verbal, and interpersonal communication skills.

Preferred

Master's degree in Marketing, Communications, Business Administration, Higher Education Administration, or a related field.

Seven (7) or more years of progressively responsible professional experience in marketing, communications, enrollment marketing, advancement marketing, or closely related areas.

Three (3) or more years of supervisory or leadership experience with responsibility for personnel, budgets, vendor relationships, or strategic initiatives.

Experience working in a higher education marketing environment.

Experience in higher education marketing, enrollment management, institutional advancement, or nonprofit marketing.

Experience managing creative services, web content, digital platforms, or integrated marketing campaigns.

Experience working with external marketing agencies, consultants, or vendor partners.

Experience utilizing marketing analytics, audience insights, or performance metrics to inform decision-making and strategy.

FLSA
Exempt

Before hiring, the final candidate(s) must successfully pass a pre-employment background investigation, including information obtained from social media and other internet sources.

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