Brand Strategist

Job Summary

Under the division of University Marketing & Communications, Marketing Communications creates proactive, innovative, and comprehensive marketing, communications and branding strategies that highlight Drexel’s academic strengths and research, while emphasizing the value and potential of the experiential education model. Marketing Communications works closely with colleges, schools, academic and administrative staff throughout the University to create comprehensive marketing and communications strategies that serve the University’s overarching branding, recruitment and retention goals to meet or exceed the enrollment and revenue objectives. Marketing Communications defines, protects, and disseminates the Drexel University brand while clearly illustrating its unique value proposition.

The Brand Strategist is a critical role primarily responsible for overseeing the Drexel University brand identity in all its myriad manifestations, including in paid advertising, as well as in owned digital and brick-and-mortar assets, such as signage and licensed goods. To this end, the Brand Strategist will provide oversight and communication on all general Drexel brand activity both externally and internally on behalf of Marketing Communications. In addition, the Brand Strategist is responsible for overseeing the execution of Drexel’s general brand positioning campaign, as well as other awareness marketing plans and digital strategies that advance the profile of Drexel University as a leading R1 comprehensive research university with a unique and world-renowned experiential learning program.

The Brand Strategist will also work with Marketing Communications to partner with University Senior Leadership — including the President and Provost offices, EMSS Leadership, Deans and College Leadership, College Marketing Units, and others — on all University-wide branding, communication, and marketing, including academic program marketing.

Essential Functions

• Under the guidance of the Senior Vice President, Leads for Marketing and Communications, and Marketing Strategists, the Brand Strategist, in collaboration with University leadership, will help define, protect, and support the evolution and execution on a vision of the Drexel University brand identity and messaging that falls in line with the 2030 strategic plan. The Brand Strategist, will support in the communication of the brand vision and evolutions to key stakeholders including University Leadership, Enrollment Management, Student Success offices, the Colleges and Schools, University communicators, and the University community.
• Oversee the Drexel national positioning and advertising campaign Ambition Can’t Wait while evolving the effort year-over-year as well as design new campaigns for the University for positioning, awareness, or special general University opportunities and assignments both externally and internally.
• Responsible for the protection, development, and evolution of the Drexel Brand Identity as well of the communication of brand attributes ensuring that all office/departmental marketing efforts, brand identity, and websites university-wide and approved vendors follow established branding marks, templates and guidelines.
• Implement new marketing strategies designed to increase engagement with key constituencies, working in collaboration with stakeholders from across the University to support branding/awareness initiatives that align with graduate and undergraduate enrollment goals.
• Work with Marketing and Communications creative and media services personnel, as well as other staff to develop new, in-house creative for branding/awareness campaigns. Oversee and edit advertising copy and design for college/school advertising campaign to align with brand standards, and lead commercial, video and photos shoots.
• Support the management of the University's relationships with marketing agencies, media planning/buying agencies and digital SEO/SEM agencies. Ensure that the University is implementing best practices on brand alignment in media and beyond.
• Oversee a centrally managed Marketing working group of communicators around the University to share best practices and discuss governance issues as they arise — ensuring that the central marketing office is working collaboratively with a two-way feedback loop with college and administrative units.
• Set awareness and positioning campaign KPIs and ensure results are continuously optimized and guide decision making for future efforts in a data driven environment.
• Commit to working with diverse colleagues to develop marketing and communication strategies that reach out to and connect with traditionally underrepresented and under-served communities to support and enhance diversity in the University community.
• Perform additional duties as assigned.

Required Qualifications

• Bachelor’s degree or the equivalent combination of education and work experience.
  • Please review the  Equivalency Chart for additional information.
• 4 years’ experience in marketing and advertising, brand strategy, and/or digital strategy

Preferred Qualifications

• Basic understanding of market segmentation, principles of marketing, integrated communication principles and branding.
• Some experience developing and executing marketing plans with clear objectives that are measurable.
• Knowledge of web analytics and campaign media measurement.
• Excellent communication and project management skills.
• Solid presentation skills, requiring articulate verbal and written communication.
• Ability to manage multiple projects successfully, working in a fast-paced environment.
• Ability to work with close attention to detail.
• Good interpersonal skills, ability to work as part of a team as well as independently.
• Experience with Customer Relationship Management (CRM) tools, Content Management Systems, Adobe Creative Suite, and SEO tools.
• Experience working with advertising and/or media planning/buying agencies.
• 2 years' experience as an account manager working in an agency setting is highly preferred.
• Experience in managing and leading video and photoshoots.
• Some experience working with marketing and media planning/buying agencies a plus.

Physical Requirements

• Typically sitting at a desk/table

Location

• Hybrid/Flexible Work Arrangement – Philadelphia, PA

Additional Information

This position is classified as exempt, grade K. Compensation for this grade ranges from $54,630 to $81,940 per year. Please note that the offered rate for this position typically aligns with the minimum to midrange of this grade, but it can vary based on the successful candidate’s qualifications and experience, department budget, and an internal equity review. 

We encourage you to explore Drexel's Professional Staff salary structure and Compensation Guidelines & Policies for more details on our compensation framework.

You can also find valuable information about our benefits in the Benefits Brochure.

Special Instructions to the Applicant

Please make sure you upload your CV/resume and cover letter when submitting your application.

A review of applicants will begin once a suitable candidate pool is identified.

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