The Senior Director, Brand Marketing is part of the Marketing team within the broader Communications and Marketing division at Vanderbilt University. This role has responsibility for both brand equity, as well as brand activation, within the larger Marketing Department. Brand equity responsibilities include supporting the operationalization of Vanderbilt's brand strategy, developing and deploying Marketing campaigns, developing and socializing the university's brand style guide, as well as leading agency relationships. Brand activation responsibilities include leading and growing the branded merchandise business, leading relationships with retailers and the university's licensing agency, and identifying and commercializing new revenue streams. This position works across the total university to help deliver a consistent brand vision and an on-brand constituent experience. This position also works closely with external agencies, retail, and licensing business partners, trans-university partners including Development and Alumni Relations, Athletics, school-based communicators and marketers, as well as the total Communications and Marketing division.
Reporting directly to the Assistant Vice Chancellor of Marketing, this position does have supervisory responsibility. This role requires prior leadership experience across various areas of Marketing expertise, strategic vision setting and delivery, and demonstrated success in consumer and/or retail product management. While there is some level of flexibility, this role does require the ability to report to work in-person on the Vanderbilt University campus according to the needs of the Assistant Vice Chancellor and the larger Communications and Marketing team.
The Communications and Marketing team is a dynamic and collaborative group that develops and executes strategies that inform, engage and inspire others to participate in Vanderbilt University's global academic and research mission. The Marketing team is specifically responsible for developing and executing strategic content and digital platforms that advance the university's priorities and promote engagement and desired actions across a variety of core audiences.
Duties and Responsibilities
Lead, manage and own the execution of strategic marketing projects, many of which require cross-team collaboration where decision rights may span across multiple areas and may include a variety of constituents across the division, university, and broader community.
Manage the day-to-day operational and financial affairs of the brand marketing team, including supervision of staff and coordination of all functions and activities.
Analyze and interpret data and information and make appropriate recommendations based on findings, including leveraging market research and determining the ROI of marketing initiatives.
Steward the Vanderbilt brand identity through use in media, sponsorships, campaigns, and merchandise, including managing an in-house design team.
Oversee all trademark licensing functions and lead cross-institutional efforts to generate trademark-related revenue through licensing activities and appropriate applications of the brand.
Serve as the primary point of contact for Vanderbilt trademarks and branded merchandise.
With the Assistant Vice Chancellor for Marketing and others, closely coordinate with Athletics to leverage the opportunities presented by Vanderbilt's position as a NCAA Division I school in the Southeastern Conference (SEC), including using Athletics as an entry point to reaching audiences that may be new to or otherwise unfamiliar with the university.
With the Assistant Vice Chancellor for Marketing and others, closely coordinate the marketing strategies of the institution with the fundraising priorities of the development team, particularly in regards to high-profile fundraising initiatives and campaigns.
Demonstrate passion for and skill in executing change management, especially around brand evolution and revenue growth.
Integrate marketing functions, including campaign and agency management, product marketing, customer insights, and P&L ownership to deliver on aligned KPIs
Run Vanderbilt branded merchandise like a business. Establish a weekly and monthly tracking program to diagnose problems, identify successes, feed into executive-level reporting, and make recommendations for growth.
Own and execute the JBP (Joint Business Planning) process with key business partners
Define and educate key stakeholders on customer journeys
Think creatively and pragmatically with a willingness to consider many options, problem solve, and take directives as necessary.
Demonstrate excellence in visual storytelling, written communications skills, and a sense of what is appropriate for the Vanderbilt brand.
Adhere to confidentiality and business ethics; demonstrate outstanding judgment and discretion.
Demonstrate understanding of the university's mission, values, goals and priorities and an ability to ensure that all are considered in developing communications strategies.
Communicate and collaborate effectively with a wide range of audiences--including coaches, students, leadership, staff, alumni and external vendors.
Efficiently and effectively manage multiple, complex and results-oriented projects with both quick turn-around requirements and long lead times.
Operate in a highly organized fashion with attention to detail on all projects.
Work outside regular business hours as needed in order to perform job responsibilities, including being officially on-call.
Provide overall support as needed and assigned for department priorities.
Perform other relevant duties as assigned.
Qualified candidates should be able to provide examples of proven accomplishments with high level and strategic marketing projects. Ideally projects should involve a large, complex and mission-based organization, whether for-profit or non-profit.
A Bachelor's degree from an accredited institution of higher education is required.
An MBA is strongly preferred.
At least ten years of related work experience in Marketing, with at least five years of team management experience, is required.
Marketing experience in consumer products, retail, and/or membership-based non-profits is preferred.
Commitment to Equity, Diversity, and Inclusion
At Vanderbilt University, we are intentional about and assume accountability for fostering advancement and respect for equity, diversity, and inclusion for all students, faculty, and staff. Our commitment to diversity makes us who we are. We have created a community that celebrates differences and lets individuality thrive. As part of this commitment, we actively value diversity in our workplace and learning environments as we seek to take advantage of the rich backgrounds and abilities of everyone. The diverse voices of Vanderbilt represent an invaluable resource for the University in its efforts to fulfill its mission and strive to be an example of excellence in higher education.
Vanderbilt University is an equal opportunity, affirmative action employer. Women, minorities, people with disabilities and protected veterans are encouraged to apply.
Please note, all candidates selected for an offer of employment are subject to pre-employment background checks, which may include but are not limited to, based on the role for which they have been selected: criminal history, education verification, social media review, motor vehicle records, credit history, and professional license verification.
Vanderbilt University is a center for scholarly research, informed and creative teaching, and service to the community and society at large. Vanderbilt will uphold the highest standards and be a leader in the quest for new knowledge through scholarship, the dissemination of knowledge through teaching and outreach, and the creative experimentation of ideas and concepts. In pursuit of these goals, Vanderbilt values most highly intellectual freedom that supports open inquiry, equality, compassion, and excellence in all endeavors.