Senior Director of Marketing and Brand Engagement

Title: Senior Director of Marketing and Brand Engagement

Location: 4401 Connecticut Campus (Washington, DC)

Job Description:

American University is a student-centered research institution located in Washington, DC, with highly-ranked schools and colleges, internationally-renowned faculty, and a reputation for creating meaningful change in the world. Learn more about American University

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.

• Direct the compilation and publishing of WAMU 88.5’s Annual Report and other key internal and external deliverables as required. 

• Oversee communication strategy for new programs and schedule changes to staff, audiences, and media.

• Serve as the Primary liaison to external media organizations.

• Develop internal communications strategy to inform staff on organizational activities utilizing e-mail, Intranet, WAMU’s internal staff newsletter and other digital platforms.

3.) Membership Strategy and Oversight

• Develop and oversee the strategy, budget, organization and execution of annual membership fundraising activities. 

• Oversee strategy, preparation, and successful execution of “grass roots” fundraising plans to reach the various potential supporters of WAMU in order to meet or exceed fundraising objectives. 

• Supervise membership staff day-to-day work and donor database administration to ensure accurate records of membership and donor data. 

4.) Leadership, Strategy and Collaboration

• Work collaboratively with American University’s Office of Development and Alumni Relations, NPR, and other content providers to expand and build the membership fundraising potential for WAMU.

• Work extensively with the Chief Technology Officer to ensure optimal functionality of our CRM system which houses all membership-related donor activity.

• Keep abreast of current trends in marketing and communications planning and strategies to remain at the forefront of industry trends.

• Deploy industry best practices in marketing and communication to increase brand awareness, maintain and grow WAMU’s audience and support and build loyalty.

• Ensure consistent and accurate articulation of WAMU’s desired message, brand, and position both internally and externally, resulting in deeper listener engagement and diverse audience growth.

• Responsible for managing Marketing, Communications, Events, Membership team by providing regular feedback, coaching, mentoring, evaluating performance, and professional development opportunities.

5.) Financial Management

• Manage a significant operating budget to inform strategic decisions around how and when to fundraise most effectively and efficiently.

• Lead the sourcing and assessment of membership analytics to build program knowledge and inform strategies.

• Look for ways to streamline Membership processes, build cost efficiencies, and optimize staff time and resources (on-air fundraising and gift processing in particular).

• Assist in management of marketing and engagement budget projections, allocations and expenses.

Supervisory Responsibility:

• Supervises a team, including marketing, communications, donor relations, membership, and events: Director Marketing and Communication, Associate Director Events and Engagement, Administrative Support Work Study, Assistant Director of Campaign Fundraising, Membership Coordinator, and Digital Fundraising Manager.

Competencies:

• Developing Plans.

• Making Accurate Judgments and Decisions.

• Acting Strategically.

• Prioritizing and Organizing.

• Acquiring and Analyzing Information.

• Managing Performance.

• Collaborative Leadership.

• Displaying Creativity.

Position Type/Expected Hours of Work:

• Full-Time.

• 35 hours per week.

Salary Range:

• $161,768 - $188,621 annually.

Required Education and Experience:

• Bachelor's degree.           

• 10+ years of relevant experience.

• Demonstrated excellence in integrated fundraising, marketing, public, media relations, corporate communications, branding, or related fields required.

• At least five years of increasingly responsible experience with internal and external communications, responsibility for developing and implementing, outreach and engagement plans, or other relevant experience.

• 3 or more years of supervisory or management experience.

Preferred Education and Experience:

• Master's degree.

• Experience working in a non-profit or media-based environment.

• Experience managing a membership program.

• CFRE (Certified Fundraising Executive) designation by the Association of Fundraising Professionals desired, but not required.

Additional Eligibility Qualifications:

• Excellent oral and interpersonal communication skills.

• Demonstrated ability to multi-task, manage project timelines effectively, manage budget requirements and collaborate with partners across functional areas of the organization a must.

• Superior ability to write in a journalistic style that is customary for corporate and external publications.

• Ability to offer sound media relations advice to senior leadership. 

• Experience with or leading strategic media strategy in contemporary multi-platform media environment.

• Must have experience with a diverse work force. WAMU adheres to a Statement of Principles which serve as our workplace values.

• Ability to work a hybrid schedule.

Other Duties:

• Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job.

• Duties, responsibilities, and activities may change at any time with or without notice.

Benefits

AU offers a competitive benefits package including a 200% matching retirement plan, tuition benefits for full-time staff and their families, several leadership development certificates, and has been recognized by the American Heart Association as a fit-friendly worksite. Click here to learn about American University's unique benefit options.

Other Details

• Hiring offers for this position are contingent on successful completion of a background check.

• Employees in staff positions at American University must deliver their services to the university from either the District of Columbia, Maryland, or Virginia, or perform work on-site at the university.

• Please note this job announcement is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.

• American University is an E-Verify employer.

Current American University Employees

American University current employees must apply through their employee Workday account. If you are a current employee at American University, please log into Workday and select the Find Jobs report which will take you to our internal career listings.

American University is an equal opportunity, affirmative action institution that operates in compliance with applicable laws and regulations. The university does not discriminate on the basis of race, color, national origin, religion, sex (including pregnancy), age, sexual orientation, disability, marital status, personal appearance, gender identity and expression, family responsibilities, political affiliation, source of income, veteran status, an individual’s genetic information or any other bases under federal or local laws (collectively "Protected Bases") in its programs and activities.