Communications and Marketing Management

Office of Human Resources

Communications and Marketing Management

Knowledge, Skills, and Abilities (KSAs): Knowledge of communication and marketing theories, concepts, techniques, mediums, and strategies. Ability to communicate with a diverse audience.

Role Description

Responsible for providing leadership, direction, training, and management for a communications and marketing operational unit. Provides strategic expertise and guidance on a broad section of communications and marketing functions. Management level roles accomplish their goals and responsibilities primarily through the management of staff in operational support and/or professional roles. Management level roles have the management and development of people as a major accountability and generally have direct reports. The majority of time is spent overseeing their areas of responsibility, planning, managing resources, prioritizing, and directing the responsibilities of employees.

Typical Functions:

Responsible for the operational management, administrative direction, and coordination of staff and activities of communications and marketing unit.
Participates/leads strategic planning and staffing decisions.
Responsible for entire initiatives, projects, or processes.
Accountable for setting goals and objectives for the work of others to achieve operational objectives.
Provides guidance and direction to staff in areas of communications and marketing.
Participates/leads strategic communication and marketing plans.
Oversees/creates high profile content and pieces.
Leads/manages project teams.
Aligns staff work plans with overall strategies and goals.
Reviews and approves final drafts of communications and marketing material before production.
Identifies/manages external clients/partners to generate revenue, financial support, or media exposure.
Develops the vision, mission, and strategy of the organization; consults with senior administration on the development of vision, strategy, and policy.
Provides expert guidance and direction to staff in areas of communications and marketing.
Provides supervision and oversight to staff.
Responsible for policy development and implementation.

Levels

Communications and Marketing Management 1

Responsible for the operational management, administrative direction, and coordination of staff and activities of an operational communications or marketing unit, or a subunit within a large unit.
Primary function is leading and directing the work of others.
Relies on experience and judgment to plan and accomplish goals.
Decisions have a direct impact on the workflow timing and quality of outcomes.
Performs diverse activities requiring analysis and judgment in alignment with broad principles, practices, and professional standards within communications and marketing body of work.
Accountable for scheduling and monitoring work of others guided by objectives and expected outcomes with limited direction; consults with higher level when new or complex problems arise.
Analyzes and interprets data, identifies areas of concern, and recognizes and resolves problems through the use of policies and procedures.
Ensures compliance within policies and procedures.
Decisions are largely guided by policies, procedures, and standards.

Education/Experience:

Typically requires a bachelor’s degree in a relevant field and four years of relevant, progressively responsible experience, or an equivalent combination of training, education, and experience. Advanced degree in a relevant field and two years of relevant experience preferred. Applicable certification may be required.

Communications and Marketing Management 2

Responsible for the operational management, administrative direction, training, and coordination of staff and activities of multiple operational communications or marketing units, or a unit with multiple specialized functional areas.
Works on complex issues requiring in-depth analysis of variable factors.
Relies on extensive experience and judgment to plan and accomplish goals.
Selects methods, techniques, and evaluation criteria for obtaining results consistent with broadly defined policies, procedures, practices, and professional standards.
Uses innovative solutions to solve problems, and modifies solutions when competing policies are present.
A wide degree of creativity and latitude is given.
Manages other managers and professional staff.

Education/Experience:

Typically requires a bachelor’s degree in a relevant field and six years of relevant, progressively responsible experience, or an equivalent combination of training, education, and experience. Advanced degree in a relevant field and four years of relevant experience preferred. Applicable certification may be required.

Communications and Marketing Management 3

Provides senior-level leadership that is responsible for the operational management, administrative direction, and coordination of staff and activities of a large and complex communications or marketing unit with multiple specialized functional areas.
Leads, develops, and communicates strategic direction of unit and articulates impact on objectives.
Decisions have a broad and/or campus-wide impact.
Resolves complex, controversial, or unprecedented issues and problems, and demonstrates sound judgment by considering values, risks, impact, and implications of actions throughout university.
Analyzes and evaluates the course(s) of action and makes independent decisions.
Works across diverse constituencies as an expert resource and influencer to decision-makers.

Education/Experience:

Typically requires a bachelor’s degree in a relevant field and eight years of relevant, progressively responsible experience, or an equivalent combination of training, education, and experience. Advanced degree in a relevant field and six years of relevant experience preferred. Applicable certification may be required.

Communications and Marketing Management 4

Responsible for overall communications, including the development and implementation of campus-wide communications strategies. Advises senior leaders on communications-related matters and leads a communications strategy that will help achieve the goals of the campus and enhance its global reputation. Responsible for strategic direction of local national public radio affiliate station.

Education/Experience:

Communications and Marketing Management 5

Serves on the University System leadership team, reporting directly to the President of the System. Appointed by the President and oversees communications and marketing operations for the ETSU System. Works closely with policymakers, industry, public service, the media, campuses and institutes across the State to promote the ETSU System’s agenda for higher education.