Executive Director, Communications & Marketing

The University Communications and Marketing (UCM) team is the primary source for news, content and information about USF. UCM is responsible for producing and promoting university news, coordinating media relations, managing crisis communications, conceiving and implementing marketing, advertising and communications campaigns, managing enterprise and leadership social media channels, and maintaining the primary university websites and mobile applications.

The Executive Director of marketing will help strengthen the University of South Florida’s reputation, increase its visibility locally and nationally, and provide meaningful engagement opportunities with key target audiences to build trust and grow the number of brand champions. The successful candidate will help lead a brand research and renewal process that authentically articulates and enhances USF’s competitive position in the higher education market, capitalizing on our membership in the AAU, location within the Tampa Bay region and other distinguishing characteristics. The Executive Director will focus on leading and executing comprehensive and data driven marketing and brand strategies that are aligned with USF’s strategic plan and lead a team of branding and marketing professionals across the university's three campuses working in partnership with teams from the university's colleges and leadership units, including Athletics and Advancement, to support USF's strategic goals.

Brand Strategy

Collaborate with the Chief Marketing Officer, university leadership and marketing and communications professionals across the enterprise to enhance the integrated brand strengthening the university’s national reputation and public identity. This may include collaborating with a research firm to conduct surveys and focus groups, creating customer personas, tailoring key messages and strategies for specifics audiences; and developing, documenting and socializing an integrated and inspiring brand strategy. 

Visual Identity Standards and Brand Asset Management 

Oversee the advancement of USF's visual identity standards and the dissemination of all USF brand assets. Includes developing documentation, marketing assets and templates; providing creative direction, guidance and feedback to all university partners to ensure that all communications and marketing assets are in alignment with the university's brand standards; and monitoring the use and implementation of all brand assets. 

USF Brand Marketing Campaign 

Continue evaluating and enhancing the effectiveness of a comprehensive, integrated marketing campaign to support USF’s national brand and reputation. Includes developing a research-informed marketing strategy that supports the USF brand; documenting a thoughtful, strategic marketing plan, to include identifying all customer personas, developing CTAs and KPIs for each, and determining which digital platforms and communication streams will be utilized for each; determining which marketing assets need to be produced for each audience. The process also includes data analytics, consumer insights and business executions in identifying marketing assets for each group, developing and managing a production schedule ensuring all assets are created, all digital platforms are launched, and all content is disseminated efficiently. Consider expanding email marketing efforts, including but not limited to in support of graduate degree offerings; and developing and carefully managing the marketing budget. 

Leadership and Collaboration 

Lead a team of marketing professionals, providing strategic thought leadership to all university partners. This includes leading the UCM marketing team in developing, implementing, measuring and optimizing all branding initiatives and marketing campaigns; advising USF’s senior leaders on all aspects of brand management and marketing; and collaborating with senior marcomm leaders across the enterprise to develop successful marketing strategies for all audiences in Admissions, Student Success, USF Athletics, USF Health, the USF Foundation, and all USF colleges and business units. Work closely with our internal licensing team to help grow revenue.

Marketing Infrastructure 

Collaborate with senior marketing and communications leaders across the enterprise to develop the people, processes and tools needed to successfully develop, implement, measure and optimize all marketing activities at USF. Assess current partnerships and evaluate opportunities for new strategic partnerships. Responsibilities include creating tailored documentation and training materials for university partners; identifying, purchasing, setting up, and configuring necessary marketing communication technologies; establishing new policies and updating current ones to govern tool usage and management of communication channels and dig