Director of Marketing

Job Description

Job Title
Director of Marketing
Agency
Texas A&M University - Corpus Christi
Department
Institutional Advancement
Proposed Minimum Salary
Commensurate
Job Location
Corpus Christi, Texas
Job Type
Staff
Job Description
TAMU-CC is a dynamic university designated as both a Hispanic-Serving Institution (HSI) and Minority-Serving Institution (MSI) with approximately 11,000 students from 47 states and 54 foreign nations. We employ over 1,400 full-time and 2,000 part-time Islanders (including students/GAs). The University attracts highly talented faculty and staff and offers an array of undergraduate and graduate degrees, including doctoral programs. As a member of the Texas A&M University System, TAMU-CC benefits from a range of resources, increased visibility and influence, and opportunities to collaborate in mutually beneficial ways with peers across member institutions and associated agencies.

TAMU-CC's beautiful campus is located on a 240-acre island on Corpus Christi Bay and was ranked #1 College by the Sea by Best College Reviews. Our natural setting is enhanced by its modern, attractive, and state-of-the-art classroom buildings and support facilities.
PURPOSE
The Director of Marketing provides strategic leadership for the university's integrated marketing efforts, with primary responsibility for institutional marketing strategy, enrollment marketing and communications, advertising and paid media, Auxiliary Services marketing, and trademarks and licensing.
Reporting to the Assistant Vice President of Marketing and Communications, the Director develops and implements data-informed strategies to advance institutional priorities, strengthen the university's market position, support enrollment and revenue goals, and maximize the effectiveness of the university's marketing investments.
The Director leads a team of marketing professionals and works collaboratively with Creative Services, Communications, Web Services, Enrollment Management, Auxiliary Services, academic units, and other campus partners to ensure marketing efforts are strategically prioritized, audience-focused, measurable, and aligned with the university's overall brand and institutional goals.
DESCRIPTION
Functional Area 1: Strategic Marketing & Brand Leadership
Percent Effort: 25%
Develop and implement integrated marketing strategies that advance institutional priorities, including student recruitment, enrollment, reputation, community engagement, and revenue-generating initiatives.
Translate institutional goals and priorities into audience-focused marketing strategies, campaigns, and measurable objectives.
Provide strategic marketing counsel and recommendations to university leadership and campus partners.
Identify market opportunities, audience trends, competitive positioning, and emerging marketing strategies that can strengthen university performance and visibility.
Establish marketing priorities and recommend allocation of resources based on institutional goals, audience needs, anticipated impact, and available resources.
Partner with Creative Services, Communications, and Web Services to translate marketing strategy into coordinated campaigns across paid, owned, and earned channels.
Ensure university marketing strategies and campaigns consistently support and strengthen the university's overall brand positioning.
Promote an integrated, proactive approach to university marketing that prioritizes strategic institutional needs and measurable outcomes.
Functional Area 2: Enrollment Marketing & Communications
Percent Effort: 25%
Lead the development and implementation of integrated enrollment marketing and communications strategies in partnership with Enrollment Management.
Develop audience-specific strategies supporting prospective students throughout the recruitment, application, admission, and enrollment journey.
Provide strategic oversight for recruitment marketing campaigns, enrollment communications, CRM strategy, digital engagement, and related marketing initiatives.
Partner with Enrollment Management to establish target audiences, segmentation strategies, recruitment priorities, communication plans, and performance goals.
Use enrollment data, CRM engagement, digital behavior, market research, and campaign performance to continuously refine recruitment strategies.
Identify opportunities to improve the effectiveness, personalization, timing, and coordination of prospective student communications.
Coordinate with Creative Services, Communications, and Web Services to ensure enrollment campaigns deliver consistent and compelling experiences across channels.
Establish measures of success and regularly evaluate the effectiveness of enrollment marketing and communications efforts.
Functional Area 3: Advertising, Media & Marketing Performance
Percent Effort: 20%
Provide strategic oversight of university advertising and paid media across digital, traditional, social, sponsorship, and emerging channels.
Develop annual media strategies and investment priorities based on institutional objectives, target audiences, market opportunities, and available resources.
Oversee media planning, placement, targeting, optimization, and vendor relationships for university-level advertising.
Establish goals, key performance indicators, and measurement frameworks for advertising campaigns and other major university marketing initiatives.
Evaluate campaign performance, conversion, audience engagement, market awareness, web traffic, and other relevant measures of effectiveness.
Use market research, audience insights, campaign analytics, competitive analysis, and industry trends to optimize advertising and marketing strategies.
Develop regular performance reporting that communicates results, insights, trends, and recommendations to university leadership and campus partners.
Monitor university advertising budgets, media buys, vendor contracts, and related expenditures to maximize effectiveness and return on investment.
Identify emerging marketing technologies, platforms, audience behaviors, and advertising opportunities that can improve university marketing performance.
Functional Area 4: Auxiliary Services, Licensing & Revenue-Generating Marketing
Percent Effort: 15%
Provide strategic marketing leadership and oversight for Auxiliary Services, including Housing, and other designated revenue-generating university operations.
Partner with Auxiliary Services leadership to establish marketing priorities supporting occupancy, participation, utilization, revenue, and other business objectives.
Ensure Auxiliary Services marketing efforts align with the broader university brand and institutional marketing strategy.
Provide strategic oversight of the university's trademark and licensing program to protect and strengthen the university brand while identifying opportunities for growth.
Ensure university trademarks and licensed products are managed in accordance with institutional and system policies and established brand standards.
Develop strategies to expand licensing opportunities, strengthen vendor and retailer relationships, increase university visibility, and support licensing revenue growth.
Evaluate marketing and licensing performance and identify opportunities to strengthen revenue-generating initiatives through audience insights, partnerships, and strategic promotion.
Functional Area 5: Team Leadership, Partnerships & Resource Management
Percent Effort: 15%
Lead, supervise, mentor, and develop professional marketing staff.
Establish team priorities, workflows, performance expectations, and professional development goals aligned with institutional and departmental priorities.
Foster a collaborative, strategic, and high-performing culture focused on innovation, accountability, service, and measurable results.
Manage assigned marketing, advertising, licensing, and program budgets and resources.
Oversee vendor relationships, contracts, and external marketing partnerships within assigned areas.
Build effective partnerships across academic and administrative units and serve as a strategic marketing resource to the university community.
Collaborate closely with Creative Services, Communications, and Web Services leadership to establish priorities, coordinate resources, and ensure effective execution of university marketing initiatives.
Serve on university committees, task forces, and working groups as assigned.
Represent the university at professional, community, and industry events as appropriate.
Perform other duties as assigned.
QUALIFICATIONS
Bachelor's degree in marketing, communications, business, advertising, or a closely related field.
Ten (10) years of progressively responsible professional experience in marketing, advertising, enrollment marketing, communications, or a related field, including demonstrated leadership or supervisory experience.
Additional education may be considered as a substitute for the minimum experience requirement:
Master's degree in marketing, communications, business, advertising, or a closely related field with eight (8) years of progressively responsible professional experience in marketing, advertising, enrollment marketing, communications, or a related field, including demonstrated leadership or supervisory experience
Doctoral degree in marketing, communications, business, advertising, or a closely related field with six (6) years of progressively responsible professional experience in marketing, advertising, enrollment marketing, communications, or a related field, including demonstrated leadership or supervisory experience
Demonstrated experience developing and executing integrated marketing strategies and large-scale campaigns.
Experience developing enrollment, recruitment, audience, or lifecycle marketing strategies.
Experience managing paid media strategies, advertising budgets, and vendor relationships.
Demonstrated ability to use data, analytics, market research, and performance measures to inform marketing strategy and resource alloc