Description

Located in North Carolina’s third largest city, UNC Greensboro is among the most diverse, learner-centered public research universities in the state, with 18,000 students in eight colleges and schools pursuing more than 150 areas of undergraduate and over 200 areas of graduate study. UNCG continues to be recognized nationally for academic excellence, access, and affordability. UNCG is ranked No. 1 most affordable institution in North Carolina for net cost by the N.Y. Times and No. 1 in North Carolina for social mobility by The Wall Street Journal — helping first-generation and lower-income students find paths to prosperity. Designated an Innovation and Economic Prosperity University by the Association of Public and Land-grant Universities, UNCG is a community-engaged research institution with a portfolio of more than $67M in research and creative activity. The University’s 2,600 staff help create an annual economic impact for the Piedmont Triad region in excess of $1B.

University Communications elevates UNCG’s reputation, advances institutional strategy, and fosters community pride through integrated marketing and communications initiatives aligned with its public mission as a student-centered research university. The department develops and executes strategic marketing and communications programs that enhance visibility, engage key audiences, and convey the University’s distinctive value. Working collaboratively across schools, colleges, and administrative units, University Communications manages advertising, analytics, marketing campaigns, branding, sponsorships, content strategy, digital engagement. media relations, market research, and crisis communications to drive enrollment, build awareness, and strengthen relationships with stakeholders.

The senior director for marketing serves as a senior leader within University Communications, overseeing UNCG’s integrated marketing strategy and execution across institutional channels. Reporting to the vice chancellor for strategic communications, the senior director leads the University’s advertising and sponsorship program, manages marketing analytics and applied SEO, and provides actionable insights to support data-driven decision-making.

This role is responsible for ensuring that UNCG’s marketing strategies are coordinated, research-informed, and aligned with institutional priorities. The senior director oversees paid media campaigns, brand management, social media strategy, creative services, licensing and trademarks, sponsorship execution, and community partnerships. The role also collaborates closely with enrollment management and other campus stakeholders to support student recruitment, retention, and overall brand positioning.

Key Responsibilities

Integrated Marketing Strategy and Advertising Leadership - 35%

• Lead the development, implementation, and assessment of a comprehensive, multi-channel marketing strategy to strengthen UNCG’s reputation and visibility.
• Supervise planning, placement, and performance tracking of institutional advertising campaigns across digital, broadcast, print, and out-of-home channels.
• Develop compelling messaging and creative content that differentiates UNCG in competitive markets.
• Collaborate with enrollment management to ensure advertising efforts support recruitment and retention goals.

Analytics, SEO, and Data Reporting - 20%

• Oversee marketing analytics, reporting, and applied SEO to ensure campaigns are data-driven and optimized for results.
• Develop monthly, annual, and event-specific reports to evaluate performance, identify trends, and guide decision-making.
• Leverage digital tools and dashboards to track KPIs related to audience reach, engagement, and conversion.
• Translate complex data into actionable insights for leadership and campus stakeholders.

Creative Services, Brand Management, and Licensing  - 15%

• Supervise the creative services team, ensuring all visual assets align with institutional brand standards.
• Provide leadership on brand education and enforcement, helping campus partners maintain consistent messaging and identity.
• Manage UNCG’s licensing and trademark portfolio, ensuring proper usage and protecting brand integrity.
• Collaborate on the development of marketing collateral, creative concepts, and high-visibility campaign materials.

Social Media and Digital Engagement - 10%

• Manage the work of the director of institutional social media strategy, ensuring platforms are aligned with marketing priorities and optimized for audience growth and engagement.
• Collaborate with communications colleagues to integrate digital storytelling into marketing campaigns.
• Use performance metrics to refine strategies and maximize reach.

Sponsorships, Community Partnerships, and Promotions - 10%

• Work with the University sponsorship committee to manage institutional sponsorship execution, ensuring opportunities align with strategic priorities and deliver value.
• Act as the primary liaison for community partnerships, strengthening UNCG’s visibility and impact within the Greensboro region and beyond.
• Oversee promotion of University events and initiatives to external audiences through strategic collaborations.

Market Research and Campus Collaboration - 10%

• Direct market research initiatives to evaluate perceptions, inform messaging, and identify competitive positioning opportunities.
• Partner closely with enrollment management, academic units, and other campus offices to align marketing priorities with institutional goals.
• Provide leadership in identifying emerging marketing trends and technologies that can enhance UNCG’s reach and reputation.

Requirements

Minimum Requirements

• Relevant post-baccalaureate degree required with three years or greater of related professional experience in marketing, communications, journalism, public affairs, or a related field.
• For candidates demonstrating comparable professional backgrounds, will accept a relevant undergraduate degree and five years or greater of relevant experience in substitution.

Preferred Qualifications

• Seven years of progressively responsible marketing leadership experience.
• Experience in higher education or a similarly complex organization.
• Proven expertise in leading advertising strategy, campaign management, and analytics.
• Demonstrated ability to manage creative services, digital strategy, and brand standards.
• Strong knowledge of SEO, digital advertising platforms, and marketing analytics tools.
• Excellent leadership, project management, and interpersonal skills.
• Experience supervising and mentoring staff.
• Ability to work collaboratively with diverse stakeholders across a complex organization.
• Familiarity with licensing, trademarks, and brand protection.
• Proficiency with marketing dashboards, reporting tools, and content management systems.
• Demonstrated success in developing data-driven marketing strategies that drive measurable results.
• Knowledge of audience segmentation, enrollment marketing, and competitive positioning.