AVP, Marketing & Comm

Job Description

JOB SUMMARY

Reporting to the Vice President and Chief Marketing Communications Officer, the inaugural Assistant Vice President for the Office of Marketing Communications and Media is a key campus leader charged with defining and leading integrated strategies in brand, reputation management, marketing, internal and external communications, and media and public relations services on behalf of The University of Texas Health Science Center San Antonio to ensure the realization and execution of its mission, vision and goals.

The successful candidate brings strong and proven strategic leadership and highly developed writing and communication skills essential in interacting with multiple constituent groups. The University seeks a creative, collaborative leader with a hunger to innovate and try new things. The Assistant Vice President will be a strategic thinker with broad functional experiences in the areas of brand management and marketing, strategic planning, research, consumer insights, competitive analysis, and advertising.

The Assistant Vice President of Marketing, Communications and Media leads a growing team of more than 65 innovative and goal-oriented professionals and collaborates with colleagues, partners, and university leadership to take projects from strategy to completion. The AVP oversees the execution of multiple omnichannel owned, earned and paid media strategies and campaigns particularly emphasizing strategic growth through growing missions of education, research and patient care.

The role of AVP is pivotal to the advancement and distinction of the university. This leadership position is integral in shaping and enhancing the university’s brand, driving its reputation, and fostering a cohesive and vibrant culture. By developing and executing strategic marketing and communication initiatives, the AVP will ensure that the university’s values, achievements, and contributions are effectively communicated to a broad range of internal and external stakeholders. The success of this role directly impacts the university’s ability to attract and engage students, faculty and staff, patients, donors, community partners and engaged stakeholders thereby supporting its mission and long-term goals.

In an increasingly competitive academic medical center landscape, the AVP of Marketing, Communications and Media will be a key strategic advisor to the senior leadership team, providing critical insights and guidance on departmental organizational design and building high performing MarComm teams, departmental infrastructure required to meet the growing needs of the institution, cultural issues management in communications, crisis communication, and institutional priorities. This role demands a visionary leader with deep knowledge in health care who can drive transformation, innovate marketing strategies, and lead a high-performing team in a complex academic medical center. The AVP will play a crucial role in not only elevating the institution’s profile but also in ensuring that all communication efforts are aligned with the university’s mission, fostering engagement, and promoting growth across all sectors of the institution. This role oversees four primary areas including (1) communications and brand strategy, which includes public relations, content marketing, publications, copywriting, and writing for executive support; (2) brand identity and visual strategy, which includes print and digital design, photography, and videography; (3) marketing strategy and audience engagement, which includes campaign development, media planning, digital marketing, web development, and social media; and (4) marketing operations and insights, which includes project management and data analysis and reporting.

A highly visible role, the AVP of Marketing Communications and Media should exhibit an executive presence, as well as impeccable integrity, judgment, and diplomacy.

Responsibilities

JOB DUTIES/ESSENTIAL FUNCTION

Elevate the University Brand

• Architect, support and implement a visionary brand strategy that firmly establishes UT Health Science Center San Antonio as a preeminent leader in education, research, and patient care on a local, regional and national scale.
• Developing strategic messaging and plans focused on relevant solutions across paid, owned, and earned platforms that deliver results for each client’s unique objectives while also remaining consistent with UT Health Science Center San Antonio’s mission, enduring values, and strategic priorities.
• Develop and disseminate a powerful and cohesive narrative that articulates the university’s unique strengths, transformative achievements, and significant contributions to society, resonating with diverse audiences.
• Forge and cultivate high-impact strategic partnerships, sponsorships, and cutting-edge omnichannel advertising/promotional campaigns to reinforce the institution’s visibility and influence in key markets.
• Utilize advanced digital platforms and emerging technologies to create groundbreaking and immersive branding experiences that engage stakeholders and differentiate the university in a competitive landscape.
  
  

Strengthen the Reputation of the Institution

• Serve as a resource of best practices to institutional partners and ensure synergistic campaigns and storytelling to best position the university in the eyes of diverse external audiences.
• Cultivate and maintain relationships with key stakeholders, including media, industry partners, and government agencies.
• Implement a proactive media relations strategy to secure positive coverage and manage the university’s public image.
• Lead the development of impactful storytelling initiatives that highlight academic excellence, research breakthroughs, comprehensive and high-quality patient care services and community engagement.
• Monitor and analyze public perceptions, adapting strategies to address potential reputation risks.
  
  

Build Culture and Enhance Engagement

• Foster a vibrant and inclusive culture among faculty, staff, students, residents and fellows that aligns with the institution’s mission, vision and values.
• Develop and implement programs that enhance student, faculty and staff engagement and satisfaction.
• Promote internal communication initiatives that strengthen the sense of community and shared purpose.
• Celebrate and recognize the achievements and contributions of the university community through events, awards, and publications.
  
  

Communication Strategy for Internal and External Audiences

• Effectively communicate the President’s vision to key stakeholders internally, regionally, and on a global scale and educate the public on the university’s mission and contributions to the advancement of patient care services, research, scholarship, and access to services provided for the public good, among other successes.
• Create and oversee a comprehensive communication plan that addresses the needs of diverse audiences, including students, faculty, staff, alumni, donors, and the public.
• Ensure consistent and effective messaging across all channels, including print, digital, and social media.
• Develop and maintain a crisis communication plan to manage and mitigate risks, ensuring timely and transparent communication during emergencies.
• Utilize data and feedback to continuously refine communication strategies and tactics.
  
  

Drive Growth of Patients, Students, Faculty, Staff, and Targeted Constituents

• Collaborate with schools’ enrollment management, academic departments, and healthcare services to develop marketing strategies that attract and retain students, faculty and staff, and patients.
• Provide leadership for the institution’s communication and content strategies, particularly around differentiating UT Health Science Center San Antonio/UT Health San Antonio in a competitive and changing marketplace.
• Work collaboratively with Institutional Advancement and support cohesive brand management to ensure alignment with compelling donor communications and campaigns.
• Partner with VPR and all schools’ research offices to promote grant opportunities and highlight successful grant acquisitions.
• Leverage analytics to track and measure growth metrics, adjusting strategies as needed to achieve targets.
  
  

Strategic Advisor for the Senior Leadership Team

• Serve as a key member of the university’s senior leadership team, providing strategic counsel on marketing, communication, and public relations matters.
• Advise on issues management and crisis communication, ensuring the university’s response is well-coordinated and aligned with institutional values.
• Provide insights and recommendations based on industry trends, market research, and competitive analysis.
• Collaborate with senior leaders to align marketing and communication strategies with the university’s strategic goals and priorities.
  
  

Lead Transformation/ Agent of Change

• Drive the university’s transformation by fostering a culture of innovation and adaptability, ensuring readiness for future challenges and opportunities.
• Lead and manage comprehensive change initiatives that align with the university’s long-term goals, enhancing operational efficiency and institutional effectiveness.
• Develop and implement strategies that build organizational agility and resilience, enabling the university to swiftly and effectively respond to evolving educational landscapes and market demands.
• Foster a culture of continuous improvement, encouraging creativity, experimentation, and learning within the team.
  
  

Manage the Talent, Infrastructure, and Operations of the MCM Team

• Proven management skills in establishing a team and goal-oriented environment that empowers staff, fosters
• professional development and celebrates achievements. An approach to management that leads by example, bringing out the best in team members and yielding pride, ownership, and a sense of team effort. Experience with performance management.
• Build and lead a high-performing marketing and communication team, attracting, developing and retaining top talent.
• Develop and implement professional development programs to enhance team skills and capabilities.
• Oversee the budget, resources, and infrastructure required to support marketing and communication activities.
• Ensure operational efficiency and effectiveness through the implementation of best practices, processes, and technologies.
• Assess, engage, and manage outside vendor partnerships to supplement internal resources as needed.
• Work actively and collaboratively with institutional leaders across the institution, advise on the creation of effective communication and marketing plans; of particular importance will be partnerships with the schools, centers, and missions of patient care, research and academics.
  

Drive and Support Key Institution Initiatives

• Align marketing and communication efforts with the university’s strategic initiatives, including long-term planning, capital campaigns, and new program development, to drive institutional growth and sustainability.
• Provide expert marketing and communication support for high-profile events such as leadership summits, conferences, and symposia, ensuring they effectively promote the university’s brand and objectives.
• Partner with academic and administrative leaders to develop and implement cohesive, unified messaging that reinforces the university’s strategic goals and enhances its overall reputation.
• Continuously monitor, analyze, and report on the effectiveness of marketing and communication initiatives, leveraging data to refine strategies and maximize their impact on institutional objectives.
  
  

Management and Administration

• Continuously monitor, analyze, and report on the effectiveness of marketing and communication initiatives, leveraging data to refine strategies and maximize their impact on institutional objectives.
• Oversee the recruitment, training, management, and retention of a talented, diverse team of MarComm professionals.
• Ensure team members benefit from professional development opportunities. Foster an environment that encourages collaboration, creativity, innovation, respect, and accountability.
• Guide and empower team members through transparency, active communication, and clear direction, placing team members’ work within the context of UT Health San Antonio’s priorities and goals.
• Ensure compliance with accessibility standards and all pertinent laws, regulations, and University policies, including HIPAA, FERPA, among others.
• Oversee department budget and expenditures. Allocate resources to support strategic priorities.
• Stay informed of industry trends and emerging media and empower team members to be nimble in incorporating new approaches as warranted.
• Ability to understand and consistently ensure compliance with university policies and procedures, state and federal
  
  

rules and regulations, as well as high ethical standards.

Essential Functions

The following list of duties is meant to be representative of the work performed in this position. The omission of a specific duty or responsibility will not preclude it from the position if the work is similar, related or a logical extension of position responsibilities.

• Develop and execute an integrated marketing strategy that aligns with the university’s strategic plan, focusing on growth and increasing revenue streams.
• Manage several key vendor relationships measuring effectiveness, ensuring accountability, utilizing an appropriate marketing mix, and engaging the institution in meeting objectives.
• Increase brand awareness locally, regionally and nationally.
• Oversee the development of comprehensive marketing initiatives that are strategic, creative, timely, and integrated.
• Leverage budget, content, and personnel resources to lead the Office of Marketing Communications and Media to have a direct impact on storytelling, growth in all missions, and brand consistency.
• Develop systems to measure the effectiveness of marketing programs, track results, and communicate with stakeholders to ensure continuous improvement.
• Maximizes evolving digital marketing and communications landscapes for both internal and external audiences.
• Balance hands-on duties in departmental oversight and high-level writing with team leadership, developing and implementing communications strategies that drive awareness and engagement, and support among university audiences through multi-faceted written, visual, and social media content using a variety of communications that match audience preferences across digital, social, video, consumer, and trade media platforms.
  
  

Qualifications

QUALIFICATIONS

Education

• A bachelor’s degree is required.
• Master’s or Doctoral degree is preferred.
  
  

Experience

• At least 12 years of brand, marketing, communications, PR, experience reflecting increased responsibilities over time.
• 8 years of experience in leading and managing a team and/or complex initiatives or processes.
• At least 5 years’ experience covering a range of communications disciplines including executive communications, public relations, crisis management, and issues management is highly desirable.
• Experience in higher education/AMC/health care brand marketing and communications is highly desired.
  
  

Knowledge, Skills And Abilities

• A seasoned senior professional with experience developing integrated plans and programs within complex organizations.
• Demonstrated audience engagement and acquisition experience with an excellent understanding of how to build relationships between an organization and targeted constituents.
• Previous experience in higher education is not a requirement, but individuals must embrace the mission of the university to appreciate its culture and complexity, have the ability to understand higher education issues, academic medical centers, and possess the desire to become an active member of the university leadership community.
• Strong background utilizing market analysis, quantitative and qualitative research, and complex data-set analysis to inform the development of successful integrated marketing strategies.
• Demonstrated successful track record of driving integrated marketing strategies and programs that utilize digital and direct marketing, SEO/SEM, social media, content marketing, web presence, mobile, channel selection and optimization, creative direction, PR, and earned and paid media.
• Proven management skills in establishing a team and goal-oriented environment that empowers staff, fosters professional development, and celebrates achievements. An approach to management that leads by example, bringing out the best in team members and yielding pride, ownership, and a sense of team effort. Experience with performance management.
• Demonstrates the ability to provide an external perspective to the university community by having or gaining an understanding of the consumer trends and marketplace demands.
• The ability to balance short-term objectives and long-term vision and work simultaneously with both.
• Demonstrate a comprehensive understanding of marketing, branding, and communications processes from creative conceptualization to implementation within large, complex organizations.
  
  

Required Skills

Minimum seven years of experience in leading and managing major initiatives, teams, executive offices, brand and/or relationship management.~Ten years of experience in leading and managing a team or complex processes.