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Company Name:
Approximate Salary:
Not Specified
Charles Town, West Virginia
United States
Position type:
Full Time
Experience level:
10 years or more
Education level:
Bachelor Degree

Associate Vice President, Brand Communications and Insights

Associate Vice President, Brand Communications and Insights

Requisition Number: 18-0035

Location: Manassas, VA

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• Reports To: Associate Vice President, Brand Management and Creative

• Department: Marketing

• Office Location: Manassas, VA

• FLSA Status: Exempt

• Date Posted: April 12, 2018

• Date Closing: Open Until Filled

Synopsis of Role:

The Associate Vice President, Brand Communications, and Insights responsibilities include managing brand communications and insights that support the American Public University System's (APUS) growth objectives and long-term brand strategy and development. The incumbent builds and leads brand and media communication efforts; collects and analyzes data to evaluate existing and potential products, programs, campaigns, and market segments; and identifies and monitors peer institutions and market or industry conditions that may impact student growth or retention. The incumbent manages $2 million+ in channel resources and initiatives that include advertising and community engagement programs.

Essential Functions:

• Monitors, solicits and champions the voice of the customer, including key responsibility for customer insights regarding their needs and motivators.

◦Manages messaging strategies for various University audiences including corporate and education partners, prospective students, and current students.

◦Conducts market research regarding decision drivers, their prospect journey, and the end-to-end experience.

• Manages messaging and maintains positioning documents that highlight differentiators and key brand attributes. Ensuring that projects and campaigns adhere to current legal and brand standards of differentiation and positioning.

◦Serves as liaison to academics and executive members regarding brand strategy

◦Highlights institutional differentiators (i.e., flagship programs, faculty, members of the students and alumni community, etc.)

• Oversees and prioritizes the strategy for building brand champions for the University, including strategic oversight of the ambassador program; Including the cultivation of thousands of brand champions (students, alumni, staff, and faculty) who can help us strengthen brand awareness in the larger consumer space.

• Initiates, leads, and drives execution of brand awareness, referrals and engagement campaigns which may include building communication plans; directing work of vendors/agencies; building creative concepts for print/online advertising; managing direct mail campaigns, multimedia executions, strategic events, and more.

• Manages the brand awareness and engagement staff and steers significant vendor-partner relationships in the areas of print and broadcast media, fulfillment, and market and consumer research.

• Develops and executes integrated brand awareness campaigns that are broad in reach and scope, often across multiple audiences and channels, measuring success based on brand awareness and perception baselines/snapshots over time as well as students from referral sources.

• Directs initiatives to identify and highlights student outcomes working with student and alumni and other University departments, including efforts related to returning for another degree.

• Manages trademarks, legal documents, and specimen of brand use.

• Manages coordination of engagement and ambassador activities between departments for commencement and other community events.

• Monitors higher education, distance education, and training fields for changing market conditions and competitive landscape, while identifying opportunities and barriers.

• Collects and analyzes data to coordinate market research to evaluate and position existing and potential products and programs.

• Creates marketing briefs and communication plans related to the launch of new offerings and segment campaigns (i.e., doctoral, specialty accreditations, Momentum/CBE, etc.). Plans and executes based on trends, needs, and results.

• Performs other duties as assigned.

Work Environment and Physical Demands:

• Standard office environment in Manassas, VA.

• This position will require a three days minimum in the Manassas office; the incumbent will have the option to telecommute a maximum of two days per week.

• The position will require limited travel.


Required Skills:

• Strong internet market research skills, ability to quickly and accurately find, absorb, and analyze market information and recognize patterns and trends.

• Understanding of and experience using branding principles.

• Strong organization, communication, and teamwork skills, namely the ability to work with all levels of management/staff and across departments to collect info and build consensus; the ability to motivate and drive teams.

• Experience analyzing and managing multimedia marketing executions.

• Solid copywriting ability.

• Knowledge of online social networking sites as a component of marketing initiatives.

• Knowledge of the fundamentals of the printing process.

• Demonstrated expertise in complex brand architecture and management.

Required Experience:

• Bachelor's in marketing or similar concentration required. Preferred Master's degree in a marketing-related field preferred.

• Ten or more years of integrated marketing experience required.

• Extensive experience conducting and directing marketing research.

• Solid experience developing financial models for marketing programs and campaigns.

• Experience sourcing and managing agency partners.

• Solid experience initiating and managing teams and vendor relationships

• Experience managing online campaigns and integrated marketing initiatives.

• Solid experience managing promotions, including developing appropriate targeting, offers, and messages; executing campaigns via online/traditional channels; and tracking response rates, conversion rates, and ROI.

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