Associate Vice President, Marketing & Brand Strategy - University Communications and Marketing - Carnegie Mellon University : Job Details

The Associate Vice President for Marketing and Brand Strategy will lead and advance the marketing strategy for CMU, resulting in integrated, high-impact marketing initiatives. The Associate Vice President will create innovative, game-changing, forward-thinking marketing programs that maximize opportunities to build CMU's reputation and brand visibility for all areas of the university as one of the pre-eminent global institutions in higher education. The Associate Vice President will bring fresh ideas and proven results to help reach key audiences in new and unique ways and ensure the institution's global reputation matches the excellence of its people, programs, and partnerships. The Associate Vice President will lead CMU's marketing efforts by driving vision, strategy, and execution toward a clear set of goals. In a highly collaborative, decentralized environment, the Associate Vice President will spearhead brand campaigns, cross-university messaging programs, and current and future strategic initiatives. The Associate Vice President and their team will be responsible for measuring the impact of work to increase regional, national, and global awareness and reputation of CMU, partnering with schools, colleges, and administrative units in meeting their goals and objectives, and serving as a sector leader in higher education marketing. The Associate Vice President for Marketing and Brand Strategy will partner closely with a new Associate Vice President for Strategic Communications to create, guide, and measure fully integrated marketing-communications strategies and campaigns. The University Communications and Marketing Division (UCM) at Carnegie Mellon leads and coordinates strategic communications and marketing, raising the institution's global visibility, and deepening its reputation as one of the world's great universities. It tells the university's stories through its rich array of tools and platforms; cultivates ambassadors among CMU's extended global community; and builds strong relationships with influential audiences through a variety of traditional and new tactics. It improves the CMU experience for faculty, staff, students, and alumni by facilitating clear communication within the university community. Additionally, the division provides leadership, partnership, and coordination for communications and marketing staff across campus, collaborating with other offices, colleges, schools, and departments. It helps articulate and highlight the distinctive excellence of CMU and its broad and deep impact on the human condition. With its world-leading strengths at the intersection of technology and humanity, CMU's research, innovation, and creativity will help shape the 21st century. In the context of CMU's remarkable distinction and momentum, it seeks an Associate Vice President of Marketing and Brand Strategy with the skills to make CMU a national leader in higher education marketing. It is an exciting moment to be joining the Carnegie Mellon community. Founded by Andrew Carnegie, Carnegie Mellon University has been a birthplace of innovation since its founding as an engineering and fine arts school in 1900. It has soared to national and international leadership in higher education and research, especially since 1967 when the Carnegie Institute of Technology merged with the Mellon Institute for Industrial Research to form Carnegie Mellon University. CMU made an early commitment to computer science and information technology, where the university continues to advance discovery and impact. CMU is renowned for its blend of technical rigor and creativity, for its commitment to solving real-world problems, and for its strength in interdisciplinary collaboration. Its alumni have earned distinction around the globe - from Nobel Prize and Turing Award recipients to Tony and Oscar winners, from Wall Street investors to Silicon Valley entrepreneurs, and from world-renowned educators to pioneering researchers. Carnegie Mellon is ranked as 28th among global research universities, according to the Times Higher Education World University rankings, 25th in U.S. News and World Report, and 20th in The Wall Street Journal/Times Higher Education U.S. College rankings. Many of its schools and departments maintain top five national and international rankings. Beyond its Pittsburgh campus, Carnegie Mellon University's global presence includes campuses in Silicon Valley, Qatar, and Rwanda, and degree-granting locations in Los Angeles, New York City, Washington, DC, and Portugal, as well as numerous other research and educational partnerships around the world. CMU's tenth President, Farnam Jahanian, was appointed in 2018. He is a computer scientist, entrepreneur, and academic leader. President Jahanian's priorities include enrichment of the student experience; providing fresh resources for the fine arts; accelerating work in foundational sciences from the application of machine learning and data science; and supporting a broad array of research in technology and the impact of such innovation on humanity.REPORTING RELATIONSHIPS The Associate Vice President for Marketing and Brand Strategy will report to the Vice President for University Communications and Marketing, Tysen Kendig. The University Communications and Marketing Division (UCM) at Carnegie Mellon, which consists of 60 members, leads and coordinates strategic communications and marketing, raising the institution's global visibility, and deepening its reputation as one of the world's great universities.UNIVERSITY COMMUNICATIONS AND MARKETING LEADERSHIP Tysen Kendig Vice President for University Communications and Marketing Tysen Kendig was appointed Vice President for University Communications and Marketing in July 2024, overseeing media relations, internal communications, issues management, social media, integrated marketing, digital strategy, and creative services and production. In his role, Kendig is responsible for leading the development and execution of Carnegie Mellon University's cohesive, comprehensive, and multidimensional communications and marketing strategy to enhance the reputation and further the goals of the entire university, including its schools, colleges, units, campuses, and locations worldwide. Reporting to President Farnam Jahanian, Kendig serves as a member of the president's executive management team and the university's leadership council.Before joining CMU, Kendig was Vice President for Communications at the University of Connecticut for more than 11 years, directing all aspects of the university's central communication efforts, including marketing and promotion, outreach, media relations, public information, alumni engagement, online and digital communication, multimedia and print design, executive communications, and stewardship of the organization's brand. He also administered all aspects of clinical marketing and communications for UConn Health, provided oversight of the university's public records coordination and compliance, and developed new streaming communications initiatives for UConn Athletics. Previously, Kendig held similar leadership positions as Vice President for Strategic Communication at the University of Iowa and as Associate Vice Chancellor for University Relations at the University of Arkansas in Fayetteville, in both instances serving as the institution's senior communications administrator. Prior to that, he held an appointment at Penn State University as assistant director of public information and university spokesman for nearly seven years. Kendig holds a bachelor's degree from Penn State. He is the founder of the Southeastern Conference Communicators Association and former vice president of CUPRAP: The Association of Communicators in Education. -- This search comes at an incredibly exciting time at Carnegie Mellon. With full support and partnership from the President, Provost, Deans, and senior leaders in the administration, and an entirely new senior management team being built in the division this year, University Communications and Marketing (UCM) is accelerating forward with new thinking and innovative ways to tell the institution's story. The highly skilled, collaborative, and passionate team in place is eager to carry out its charge alongside this new cadre of leaders. The Associate Vice President will be an accomplished leader in marketing and branding possessing demonstrated experience advancing the reputation of global brands, with a strong understanding of higher education and its societal impact. They will play a critical role in building and establishing a vision and direction for the marketing team while also helping shape how UCM will grow and work in the future. They will have a senior leadership role in defining and building the CMU brand across a wide variety of platforms and distribution channels, working collaboratively across the department and with schools, colleges, and units. This position will have direct oversight for several departmental functions - digital, strategic marketing, creative, and multimedia - and will play a key leadership role across all aspects of the organization. The role also will serve as a liaison between the division and its academic and administrative partners as we work together to elevate and unify storytelling across the university. To succeed, the AVP will be a strong team player, builder, and partner, in addition to being extremely adept at leading through influence, empathy, and consensus-building. I am excited to bring on board a dynamic, collaborative, and optimistic member of my leadership team to be a thought partner with me and the Associate Vice President for Strategic Communications to define and build the long-term strategy for communications and marketing at Carnegie Mellon. - Tysen Kendig, Vice President for University Communications and Marketing

PRIMARY RESPONSIBILITIES

The Associate Vice President for Marketing and Brand Strategy will:

• Lead a central strategic marketing plan process from ideation to tactical execution, measurement, and improvement;
• Work across campus to build and execute synergistic plans that map to CMU's strategic plan and the goals of the schools, colleges and units;
• Define the strategy and lead the execution of tactics to activate and drive engagement across a range of audiences;
• Ensure that a consistent brand message and image is established throughout all university marketing, partnering with communications and marketing staff in colleges, schools, units, and departments across campus;
• Apply full stack marketing skills, including content marketing, search engine optimization, paid advertising (search engine marketing, digital programmatic, paid social), analytics, email marketing, marketing automation, and landing page optimization;
• Oversee direct reports who lead digital marketing; online strategy; cross-university branding and integrated marketing and messaging campaigns; research, metrics and measurement, strategic projects, and creative/design services;
• Take an engaged approach to coaching, mentoring, and guiding the marketing team to increase the capabilities and effectiveness of this group, including setting clear performance management objectives, and actively evaluating the structure, resources, and capabilities to provide a proactive, agile partner for the division and university;
• Partner with the Division of Enrollment Management to ensure the brand is incorporated into new strategies and tactics developed to support admission and institutional goals; Employ appropriate market research to inform work, better understand the university's varied audiences, and identify emerging marketing and reputation-building opportunities;
• Oversee qualitative and quantitative market research and analysis;
• Oversee the execution of brand perception surveys;
• Collaborate with the vice president and colleagues to champion internal efforts to develop clear and effective messaging for CMU's internal constituents;
• Manage relationships with agencies hired for university-level marketing projects;
• Build, maintain, and use metrics and other tracking systems to evaluate and tune the effectiveness of marketing efforts, and track and assess institutions in a competitive set to ensure CMU is best in class for marketing;
• Build an effective online strategy for cmu.edu, maintaining the platform and CMS for all university websites;
• Oversee and direct outside consultants and vendors in short- and long-term projects to ensure compliance with brand guidelines and quality assurance;
• Develop criteria for evaluating and building a roster of approved outside services and partners to provide support as needed;
• Build and grow a culture of collaboration and collegiality with colleagues in University Communications and Marketing as well as other university professionals; and
• Create an environment that rewards excellence, creativity, integrity, and teamwork.

PREFERRED QUALIFICATIONS

Carnegie Mellon University seeks an Associate Vice President for Marketing and Brand Strategy with:

• A commitment to the mission of Carnegie Mellon University - to create a transformative educational experience for students focused on deep disciplinary knowledge; problem solving; leadership, communication, and interpersonal skills; and personal health and well-being;
• Experience advancing the global reputation of organizations, including notable experience in higher education, with demonstrable results;
• Data-driven expertise in marketing, branding, and digital tactics that drive key audiences to action;
• The capability to develop and implement innovative marketing techniques against different budget scenarios;
• An ability to make informed decisions and deliver measurable results;
• The capability to be forward-looking and eager to develop new or groundbreaking strategies;
• Validated expertise as both a strategic thinker and a project manager with a keen ability to synchronize the two;
• An ability to direct outside business partners and service providers;
• An effectiveness at managing change, building strong relationships with people from diverse parts of campus, and inspiring those outside their direct sphere of control;
• An ability to work in an organization with multiple divisions and at a very high level with leadership across the university on academic and non-academic efforts;
• The intellectual force needed to drive and reward new ideas and calculated risk-taking;
• The ability to perform as an outstanding colleague with good listening and partnership skills, high energy and drive, and a relentlessly positive attitude;
• A willingness to challenge the status-quo with well-thought-out recommendations and ideas and act as a catalyst for change;
• A commitment to inclusion, collaboration, and cultural sensitivity; and
• An ability to effectively interact with a varied population of internal and external partners at a high level of integrity.

A bachelor's degree is required for this position as well as at least ten years of success in relevant marketing roles including a combination of public/private industry, higher education, and nonprofit experience.

SALARY AND BENEFITS

Carnegie Mellon University offers a competitive salary and a wide variety of benefits and programs designed to meet the needs of its faculty and staff members. From its health and welfare plan offerings to tuition benefits and competitive retirement plans, CMU is committed to providing benefits that support its staff through every stage of their career at CMU. For a listing of employee benefits, please visit Benefits at a Glance.

LOCATION

CMU is based in the vibrant city of Pittsburgh, Pennsylvania, consistently ranked among the most livable cities in the U.S. Pittsburgh continues to place high on many best of lists, ranking among the top 25 college towns in the U.S., top 5 cities for millennials, and an attractive location for home buyers and food lovers. Situated at the intersection of three rivers, with mountains and lakes nearby, Pittsburgh provides rich access to outdoor activities, a lively cultural landscape, an active professional sports scene (as the #1 football city in the U.S.), diverse and historic neighborhoods, and affordable housing.

CARNEGIE MELLON UNIVERSITY'S COMMMITMENT TO DIVERSITY, EQUITY, AND INCLUSION

Carnegie Mellon University is a richly varied community, united in the pursuit of excellence. The students, faculty, and staff of Carnegie Mellon University represent all 50 states and over 65 nations, bringing together a wealth of perspectives, identities, backgrounds, and cultures. This diversity is its strength and its obligation, as every community member contributes unique strengths to the education and research

that change the world.

In a world that continues to struggle with bias and inequality of opportunity, Carnegie Mellon University strives to better represent the variety of the human condition, and to better support all students, faculty, and staff. As a community devoted to rigorous analysis and creative approaches to real-world problems. CMU has both the tools and the responsibility to address these challenges. It will continue to cultivate a welcoming culture, improve programs, recruit and retain world-class talent, and become a leader and champion for best practices. This is core to its mission.

NOMINATION AND APPLICATION PROCEDURES:

All applications, nominations and inquiries are invited. All applications must include, as separate documents, a CV or resume, and a letter of interest addressing the themes in the leadership profile available at wittkieffer.com

WittKieffer is assisting Carnegie Mellon University in this search. Applications will be accepted until the position is filled. Application materials should be submitted using WittKieffer'scandidate portal.

Nominations and inquiries can be directed to Melissa Fincher and Jenna Brumleve at [email protected]

Carnegie Mellon University is an Equal Opportunity Employer/Disability/Veteran and offers a diverse environment with a flexible benefits package, including a generous retirement plan, tuition remission, and paid time off policy, as well as many professional development, health, and wellness opportunities. A background check is required.

All inquiries will be held in confidence.

Joining the CMU team opens the door to an array of exceptional benefits available to eligible employees.

Those employees who are benefits eligible have the opportunity to experience the full spectrum of advantages from comprehensive medical, prescription, dental, and vision insurance to an enticing retirement savings program offering a generous employer contribution. You can also unlock your potential with tuition benefits and take well-deserved breaks with ample paid time off and observed holidays. Finally, rest easy knowing you are covered by life and accidental death and disability insurance.

Other perks include a free Pittsburgh Regional Transit bus pass, our Family Concierge Team to help navigate childcare needs, fitness center access, and so much more!

For a comprehensive overview of the benefits that may beawaiting you, explore our Benefits page.

At Carnegie Mellon, we value the whole package when extending offers of employment. Beyond just credentials, we consider the role and responsibilities, your invaluable work experience, and the knowledge gained through education and training. We acknowledge and appreciate your unique skills and the diverse perspective you bring. Your journey with us is about more than just a job; it's about finding the perfect fit for your professional growth and personal aspirations.

Are you interested in an exciting opportunity with an exceptional organization?! Apply today!

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More Information:

• Please visit Why Carnegie Mellon to learn more about becoming part of an institution inspiring innovations that change the world.

• Click here to view a listing of employee benefits

• Carnegie Mellon University is an Equal Opportunity Employer/Disability/Veteran.

• Statement of Assurance