Director of Marketing

The Director of Marketing is a key leadership position within Hobart and William Smith Colleges responsible for developing and executing strategic marketing initiatives to enhance the institution’s brand, increase student enrollment, propel alumni engagement and philanthropy, and drive overall institutional growth. The role requires a strong blend of strategic thinking, creativity and analytical skills to effectively position HWS for its Third Century.

Responsibilities:

• Develop and implement comprehensive marketing plans aligned with the Colleges’ goals and objectives. Identify target audiences, key messaging and effective marketing channels to reach prospective students, parents, alums, donors and other stakeholders.
• Effectively create and execute differentiated marketing strategies that drive reputation and that support the efforts of Admissions, Advancement and Athletics.
• In collaboration with the VP for Mar/Comm and the Vice President for Admissions and Financial Aid, develop integrated marketing campaigns to drive student enrollment. Collaborate with the admissions team to create a communications calendar, targeted messaging and initiatives to attract qualified students.
• In collaboration with the VP for Mar/Comm and the Vice President for Advancement, develop and execute integrated marketing campaigns to drive donations and HWS’ campaign: Further Together: The Campaign For Our Third Century. Collaborate with the advancement team to develop targeted messaging, proposal language and initiatives that inspire philanthropy.
• Oversee the institution's digital marketing strategy, including social media advertising, IP targeting, email marketing, online advertising and SEO. Stay abreast of emerging trends and technologies to leverage digital platforms effectively.
• Develop the Colleges’ brand guidelines and collaborate with departments across campus to maintain brand integrity. Strategically build licensing partnerships with external vendors to grow the Colleges’ brand.
• Conduct market research, competitor analysis and audience segmentation to inform marketing strategies. Use data analytics tools to track marketing performance, measure campaign effectiveness, and make data-driven recommendations for continuous improvement.
• Manage a team of two professionals including an assistant director of marketing/social media and a marketing content coordinator, providing guidance, setting performance goals, and fostering a collaborative and innovative work environment.
• Oversee all guidebook submissions (with the exception of US News).
• Develop relationships with key external vendors to support and supplement the work of the Mar/Comm office.

• Bachelor’s degree or equivalent in marketing, public relations, journalism, English or similar field required.
• Seven or more years of relevant experience including experience with research strategies and methodologies.
• Highly organized and able to manage competing priorities from multiple sources.
• Exceptional project management skills with the ability to prioritize tasks, meet deadlines and manage multiple projects simultaneously.
• Exercises excellent judgment.
• Strong working knowledge of current marketing techniques and best practices.
• Demonstrated ability to communicate effectively with senior leaders, faculty, staff, students and alums. A calm and steady demeanor required.
• Creative thinking, problem-solving abilities, and a proactive approach to innovation and continuous improvement.