Senior Director of Marketing and Brand Engagement

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Department:

WAMU Advancement

Time Type:

Full time

Job Type:

Regular

FLSA Status:

Exempt

Work Modality:

Hybrid 01 (On Campus 3-4 Days/Week)

Union:

Excluded

Job Description:

Summary:

WAMU 88.5 is a public media station owned and operated by American University. WAMU is the source for local, regional and NPR news and original programs in Washington DC. Since 1961, WAMU has been amplifying voices and sharing stories from the many neighborhoods and communities in the District of Columbia, Maryland and Virginia.

The Senior Director of Marketing and Brand Engagement reports to the Chief Advancement Officer and is responsible for the development and execution of all aspects of WAMU’s marketing and public relations strategy, including but not limited to, activities relating to branding, promotions, events, logo usage, strategic marketing partnerships, on-air promotions, email marketing, internal and external publications, social media/web-based marketing, graphic design/visual identity. The Senior Director will initiate and implement marketing and advertising campaigns and develop key messaging across on-air, social, print, and other digital platforms to effectively drive engagement by raising the profile, prominence, and value of WAMU regionally and nationally. The Senior Director will also manage the continued growth and development of WAMU’s fundraising initiatives (contributed support from individuals giving less than $1,199 annually) including but not limited to On-Air fundraising, Events, Direct Mail, Telemarketing, email fundraising, vehicle donations, and corporate matching gifts.

In conjunction with the Chief Advancement Officer, the Senior Director of Marketing and Brand Engagement collaborates with WAMU’s Content Team and members of WAMU’s senior management group in the assessment and utilization of market data analysis to help drive messaging and increase audience engagement and financial support.

The Senior Director of Marketing and Brand Engagement is responsible for communication to internal and external audiences and coordinates with Content, Product and Technology on the development and deployment of technology including websites, apps, social media and newsletters.

This position also assists in planning and developing the annual marketing and communications budget.

Essential Functions:

1.) Consumer Marketing and Brand Development

• Develop key messaging using audience segmentation, develop targeted marketing campaigns to support station goals and events, identify and execute ad buys; and oversee all marketing collateral and presentation development. Assist in the development and implantation of marketing strategies for WAMU’s nationally syndicated programs to other markets.  

• Perform analysis on all marketing and communications programs and benchmarks station’s performance against industry standards.

• Work closely with Programming and Content key stakeholders to identify opportunities to advance positioning and distribution strategies leading to enhanced listener engagement and sources of funding.

2.) Communications Strategy and Development

• Develop effective communications strategies that support various functions and goals of the station and leverage on-air, digital, social, electronic, direct mail and print distribution channels.

• Oversee copywriting and editing for Web, intranet, and more than six bi-weekly and monthly e-newsletters. Identify creative storytelling approaches to share Washington’s unique stories and issues in a way that helps regional residents understand how to connect with their region, the world and WAMU.

• Dire