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Montclair State University · 1 day ago

Assistant Vice President, Marketing Strategy and Planning

Montclair, NJ

Full-time

Onsite

Lead/Staff, Director/Executive

$150K/yr - $165K/yr

5+ years exp

Montclair State University is seeking an Assistant Vice President for Marketing Strategy and Planning to create comprehensive, data-informed strategies that enhance brand activation and student recruitment. The role involves leveraging artificial intelligence and advanced analytics to optimize marketing performance and collaborating with various university departments to achieve strategic goals.

EducationHigher EducationUniversities

Responsibilities

Partner with the VP to develop comprehensive marketing and communications strategies aligned with the University's major goals and objectives and provide a strategic framework to support UCM's effectiveness and increase its impact

Lead strategic partnership with Enrollment Management to optimize student recruitment marketing, improve conversion rates, and strengthen value proposition messaging across all touchpoints in the enrollment funnel

Leverage artificial intelligence and machine learning tools to analyze marketing performance, predict campaign outcomes, identify optimization opportunities, and personalize messaging strategies

Advise the VP on the purchase and implementation of new tools, communications methods and external services to enhance the effectiveness of UCM's operations, with particular emphasis on AI-powered marketing technologies and data analytics platforms

Work closely with other leaders in University Communications and Marketing and in key partner organizations, including (but not limited to) Enrollment Management, Online Services and Academic Affairs, to facilitate effective collaboration to advance multiple priorities and serve the needs of multiple constituencies

Serve as primary strategic liaison with Enrollment Management leadership to ensure marketing initiatives directly support enrollment goals, address competitive positioning challenges, and maximize yield from marketing investments

Cultivate strong relationships with university leaders and with decentralized communications and marketing professionals and with UCM's agencies and suppliers, to ensure productive partnerships that advance institutional goals

Lead cross-functional planning processes to ensure that marketing and communications initiatives are strategically designed, data-informed, and measurable

Develop and implement AI-assisted marketing strategies that improve audience targeting, message optimization, and campaign performance measurement

Oversee the division's project management and research and analytics staff, ensuring efficient project administration and effective use of data in formulating and evaluating strategies and tactics

Deploy advanced analytics and AI tools to identify areas for growth and innovation through data analysis, research, market trends, and competitive intelligence

Analyze pricing perception, value proposition effectiveness, and competitive positioning to inform strategic messaging and campaign development in partnership with Enrollment Management

Develop and maintain AI-enhanced marketing dashboards and reporting systems to track performance across paid, earned, shared and owned media, with particular focus on conversion metrics and enrollment funnel optimization

Serve as lead planner and day to day point of contact with major clients and partners, including Enrollment Management and Academic Affairs

Conduct regular performance evaluations of marketing initiatives using AI-powered analytics and adjust strategies as needed to improve yield and competitive positioning

Facilitate quarterly and annual planning sessions within UCM and with its major clients and partners, with emphasis on data-driven insights and AI-assisted strategic planning

Performs other related duties as assigned

Management retains the right to change or add job duties at any time

Qualification

Integrated marketing planningAI-powered analyticsData-driven decision makingEnrollment management strategiesProject managementRelationship managementDiversity awarenessCommunication skillsTeam leadership

Required

Bachelor's degree from an accredited college or university in a related field

Minimum five (5) years of professional experience in planning and managing integrated marketing and communication activities, or a related field

Minimum three (3) years of professional supervisory experience

Demonstrated excellence in: Creating comprehensive research based strategic communication and marketing plans that integrate paid, earned, shared and owned (PESO) media

Facilitating the implementation of plans and evaluating the outcomes of plans

Applying data and metrics to improve performance

Managing relationships with clients and partners, ensuring alignment and optimizing outcomes

Communicating clearly and effectively

Leading change

Working productively and harmoniously with people of diverse backgrounds at all levels of the organization

Familiarity with the fundamentals of: Project management

Qualitative and quantitative marketing and communications research

Strategic content production and distribution

Budgeting and resource management

Artificial intelligence applications in marketing and data analytics

Enrollment management and student recruitment marketing strategies

Preferred

Master's degree from an accredited university in a related field

Earned credentials that demonstrate advanced knowledge, skills and abilities related to the position, such as the Accreditation in Public Relations (APR) or Strategic Communication Management Professional (SCMP) designations, or certifications in marketing analytics, AI/machine learning applications, or digital marketing optimization

Experience serving a higher education institution

Experience in working with sales management leaders and teams

Experience in lead generation marketing

Utilizing AI and advanced analytics tools to optimize marketing strategies and measure performance

Additional years of experience as a communications and marketing manager