Associate Director, Marketing Strategy & Visibility

Job Title

Associate Director, Marketing Strategy & Visibility

Agency

Texas A&M Engineering

Department

Engineering Communications Group

Proposed Minimum Salary

Commensurate

Job Location

College Station, Texas

Job Type

Staff

Job Description

Why work for Texas A&M Engineering?

Engineering has been part of Texas A&M University since its opening in 1876 as the Agricultural and Mechanical College of Texas. Today, the College of Engineering is the largest college on the College Station campus with more than 25,000 engineering students enrolled in 15 departments. Its mission is to serve Texas, the nation and the global community by providing engineering graduates who are well-founded in engineering fundamentals, instilled with the highest standards of professional and ethical behavior, and prepared to meet the complex technical challenges of society.

As the research arm of Engineering, the Texas A&M Engineering Experiment Station (TEES) is a state agency within the Texas A&M University System with a mission to improve lives through basic and applied engineering research, workforce development and technology transition. Our collaborations with industry, academia and government provide cutting-edge solutions to global technical challenges.

We are deeply committed to recruiting and retaining a talented workforce that embraces our core values of Respect, Excellence, Leadership, Loyalty, Integrity, and Service, by offering competitive salaries, an array of benefits, an extensive support network, and above all, an enriching and highly collaborative working community that is deeply passionate about our vision for higher education, research, and public service.

Job Description

The Associate Director, Marketing Strategy & Visibility, leads enterprise marketing strategy for Texas A&M Engineering with a focus on measurable reputation and visibility outcomes. This role leads enterprise audience strategy, campaign planning, paid distribution, enterprise social media strategy, and performance measurement. The Associate Director also helps operationalize the hybrid model by establishing marketing guardrails through partnership with Communications, Creative, Web and Operations leadership to ensure consistent messaging, quality, compliance and effective use of resources across Engineering Communications.

 

Responsibilities:

Enterprise Marketing Strategy & Campaign Leadership

• Leads the enterprise visibility strategy for Texas A&M Engineering, aligned to leadership priorities.

• Develops integrated campaign plans that connect paid + owned channels to defined outcomes (awareness, engagement, conversions, where applicable).

• Owns paid media strategy: planning, budgeting inputs, targeting, creative requirements, optimization, and vendor/agency coordination as applicable.

• Establishes enterprise distribution plans and amplification pathways for high-impact stories and initiatives.

   

Audience Insights, Measurement & ROI

• Develops and maintains a marketing performance scorecard (visibility indicators, campaign results, channel performance, efficiency measures).

• Conducts audience research and insight gathering to improve targeting, messaging performance, and channel strategy.

• Produces regular performance reporting for leadership and recommends optimizations based on results and trends.

• Partners with stakeholders to define outcomes and measures for priority initiatives and campaigns.

Social Media Strategy (Enterprise Distribution)

• Leads College of Engineering/TEES social media and YouTube strategy

• Establishes guardrails and escalation protocols with Communications (claims/rankings language, sensitive topics, crisis/issue response).

• Coordinates social amplification for unit content that aligns with enterprise priorities; supports units with playbooks and best practices.

• Ensures platform-ready content standards (formats, accessibility/captions/alt text, metadata, link governance).

Hybrid Enablement (Templates, Toolkits, and Operating Rhythm)

• Contributes to the intake and prioritization of marketing requests: intake criteria, tiering triggers, lead times, and review requirements.

• Partners with distributed communicators to align local plans