The Associate Vice President of Marketing provides strategic leadership to enhance La Sierra University's visibility, reputation, and enrollment outcomes. Reporting to senior leadership, this role oversees the development and execution of comprehensive marketing and communication strategies to support recruitment, retention, and institutional branding. As a collaborative leader, the AVP interfaces with internal stakeholders, including Admissions and Advancement, while building external relationships to promote the university's mission and goals.
Duties And Responsibilities
Strategic Leadership and Branding
- Develop and execute a comprehensive, research-driven marketing and communications plan aligned with the university's strategic goals and mission.
- Strengthen the university’s reputation through consistent branding and innovative messaging targeted at internal and external audiences.
- Foster a culture of pride and engagement by showcasing the achievements of faculty, students, and staff.
- Act as a liaison between university leadership, departments, and external partners to ensure alignment in messaging and strategy.
Enrollment and Recruitment Marketing
- Collaborate closely with Admissions to create data-driven marketing strategies that attract and convert prospective students.
- Oversee CRM communications, including sequenced email campaigns, to support recruitment and retention initiatives.
- Develop and promote targeted communication strategies for on-campus and virtual recruitment events, enhancing attendance and engagement.
Team Development and Operational Oversight
- Build, mentor, and lead a high-performing Marketing and Communications team equipped to support digital, print, and multimedia initiatives.
- Oversee budget management, ensuring resource allocation supports institutional priorities and ROI objectives.
- Supervise and coordinate the work of freelance professionals, printers, and other external partners to maintain high-quality outputs.
Community and Professional Engagement
- Represent the university in professional communication organizations and community groups to enhance visibility and build strategic relationships.
- Actively participate in professional development opportunities to stay current on trends and best practices in higher education marketing.
Content, Digital, and Media Strategy
- Direct the creation of compelling content for print, digital, and social media platforms, ensuring alignment with the university’s brand identity.
- Oversee website and social media strategy, collaborating with technical teams to enhance user experience and engagement.
- Manage the production and distribution of publications and marketing collateral, supporting fundraising, recruitment, and community outreach efforts.
Continuous Assessment and Improvement
- Implement data-driven assessment processes to measure the effectiveness of marketing initiatives, refining strategies for greater impact.
- Stay informed of industry trends, enrollment data, and stakeholder feedback to guide decision-making and innovation.
- Community outreach efforts.
Continuous Assessment and Improvement
- Implement data-driven assessment processes to measure the effectiveness of marketing initiatives, refining strategies for greater impact.
- Stay informed of industry trends, enrollment data, and stakeholder feedback to guide decision-making and innovation.
Qualifications
Education
- Bachelor’s degree in Marketing, Communications, Journalism, or a related field required.
- Master’s degree preferred.
Experience
- Minimum of 7-10 years of progressively responsible experience in marketing, communications, or enrollment management, preferably in higher education.
- Proven success in managing multi-channel marketing campaigns and driving enrollment outcomes.
- Experience supervising teams and managing external vendors or agencies.
Skills And Abilities
- Exceptional leadership, project management, and organizational skills.
- Strong interpersonal and collaboration abilities with demonstrated success in cross-functional roles.
- Superior writing, editing, and presentation skills, with attention to detail and storytelling expertise.
- Proficiency with marketing technologies, CRM systems (Salesforce preferred), and tools like InDesign and Photoshop.
- Ability to analyze and interpret data to inform strategies and evaluate results.
Certificates and Licenses
Valid CA Driver License
Work Environment
The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
While performing the duties of this job, work near moving mechanical parts; fumes or airborne particles and risk of electrical shock. The noise level in the work environment is usually moderate.
Physical Demands
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
The employee must occasionally lift and/or move up to 10 pounds and occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include Close vision, Distance vision, Peripheral vision, Depth perception and Ability to adjust focus. While performing the duties of this job, the employee is frequently required to sit; use hands to finger, handle, or feel and talk or hear. The employee is occasionally required to stand; walk; reach with hands and arms; climb or balance and stoop, kneel, crouch, or crawl.
Salary Wage Range: $70,862.00 to $121,000.00, plus generous benefits.
- Comprehensive health coverage available
- Tuition Assistance (spouse and dependent eligibility)
- 10 Paid Holidays
- FSA, Pet Insurance, Legal Services, Identity Protection Services, and more!
