- Title: Marketing Manager
- Category: Management
- FLSA: Exempt
- Grade: L
Under the direction of the Department Director, leads the marketing functions of the College, planning and executing a comprehensive, proactive strategy that advances the College’s mission and goals by building support for the institution and the College brand, defining target audiences and promoting PCC’s major initiatives, programs, services and events. Works with other College Advancement managers to plan and implement marketing strategies that support efforts to reach and engage Advancement’s target audiences, which include the community, government policy makers, the media, alumni and friends, students, employees and business and philanthropic leaders.
The Marketing Manager leads the College’s marketing campaign strategy, overseeing creative message / graphic development and deployment to achieve objectives supporting the overall image of the college. The Marketing Manager also coordinates efforts with the Public Relations Manager for the greatest efficiency, impact, and strengthening of College communications.
Typical Duties and Responsibilities
- Supervises professionals, classified staff, technical/support staff and students. Hires, evaluates, trains, disciplines and recommends dismissal of staff as necessary.
- In collaboration with the other College Advancement managers, provides leadership for the marketing and branding components of the College’s Integrated Marketing and Communications Plan.
- Develops and manages the College’s brand and creative strategy, establishing standards to protect them and overseeing their implementation in all of the College’s mass communications.
- Serves as the primary custodian of marketing projects processed through the department, which includes: coordinating all aspects affecting the final product, monitoring project budgets, assuring congruence with overall College plans and objectives, advising clients on project options that can influence effectiveness and performing other related activities.
- Manages the full scope of activities related to the development and dissemination of a variety of marketing and communication tactics and materials developed and produced through the department, which includes the College magazine and other publications, videos, events, promotional partnerships, brochures and other printed collateral, print, TV, radio, and outdoor advertisements, Internet marketing, , direct mailings, talking points, scripts, image development and design, research, and/or other applicable items. Oversees the production of such materials by providing direction to applicable individuals. Scope of responsibility includes participating in or reviewing written materials, editing, media buying, talent selection and scheduling, client relations, working with Public Relations staff on social media activities, working with the Web Team on PCC website issues and/or other related items.
- Creates strategic plans for new marketing initiatives, including budget allocation, message development, creative direction, target audiences, timelines, and/or other related issues.
- Assists the Department Director with development and implementation of special projects, such as bond and capital campaigns.
- Participates in planning and allocating the departmental budget, which includes: monitoring spending, approving purchases, reallocating funds, and monitoring blanket purchase orders.
- Establishes priorities for work assignments, monitors progress, reviews work products and ensures products are delivered in a timely manner.
- Confers with department directors, committees, managers, and staff teams to provide marketing consultation. Assesses products and programs and makes recommendations for marketing programs. Develops related strategies and provides training on how to implement strategies.
- Selects, hires, and manages freelance talent, including consultants, writers, photographers, and media buyers. Manages relations with applicable contractors and contracts with external service providers.
- Represents the College at state, regional and national meetings related to areas of marketing, media, and public relations as directed.
- Positions in this classification may perform all or some of the responsibilities above and all positions perform other related duties as assigned.
Bachelor’s Degree in Communications, Marketing or related field. Relevant experience may substitute for the degree requirement on a year-for-year basis. Five years progressively responsible, professional experience related to area of assignment, including two years of supervisory experience.
Knowledge and Skills
- Marketing and communication principles and practices;
- Supervisory principles;
- Budgeting principles and practices;
- Communication production principles and practices;
- Community college operations and administration principles and practices.
- Contract management principles;
- Project management principles and practices;
- Public relations principles.
- Social media principles and practices;
- Developing marketing strategies;
- Communicating effectively through oral and written mediums;
- Developing and monitoring budgets;
- Developing creative concepts, messages, and visual appearances to achieve desired objectives and College branding;
- Facilitating meetings;
- Handling multiple tasks simultaneously;
- Managing and coordinating the preparation and publication of a variety of promotional and/or communication materials;
- Managing projects;
- Analyzing and interpreting data and information and making appropriate recommendations based on findings;
- Preparing a variety of reports related to operational activities, including statistical analysis;
- Working with diverse academic, cultural and ethnic backgrounds of community college students and staff;
- Supervising subordinate staff;
- Utilizing computer technology for communication, data gathering and reporting activities.
Work Environment and Physical Requirements
Work is generally performed in an office environment with frequent interruptions and irregularities in the work schedule. Working hours may vary and occasional evening or weekend work is required. In-district travel is required as necessary. No special coordination beyond that used for normal mobility and handling of everyday objects and materials is needed to perform the job satisfactorily.
- Revised: 6/2018; 9/2012
- Replaces: Marketing Communications Manager