Executive Director of Marketing

LAKESHORE'S MISSION:
Transform individuals to strengthen our communities through innovative and accessible learning.

Full-time Benefits Include:
Competitive health, dental, vision insurance
Up to $3,000 in tuition reimbursement annually | Professional development and growth opportunities
6.9% Wisconsin Retirement System (WRS) savings - matched dollar for dollar | 403(b) and 457 retirement savings options
College paid life and disability insurance | Health and dependent care Flex Spending Accounts 
Onsite fitness center and walking path | Up to 8 weeks paid New Child Leave
Onsite wellness screenings

Lakeshore also offers generous paid time off starting with 15 days of vacation, 15 days of sick/personal leave,
10 holidays, and a one-week winter break.

Additional Perks:
Local discounts on food, entertainment, and events | Discounts on cell phone plans and rental cars
Common Read events | Culinary experiences from onsite emerging chefs | Identity theft protection
“Dress for your day” | Employee recognition and appreciation events
Campus closed Fridays during summer

Benefits begin the first of the month coinciding with or following hire.
For additional information on our vast array of benefits, read through our benefits guide.

SHIFT:  Day/evening/weekend hours | Flexible based upon the needs of the College

LOCATION:  Lakeshore Technical College – Cleveland, Wisconsin

POSITION SUMMARY: Lead the development and implementation of marketing communication plans in alignment with the college’s strategic priorities. Consistently build the college brand within the community and at the state and national levels. Design and implement public relations and earned media strategies to garner positive publicity for the college. Generate prospective student leads through diverse and creative marketing strategies. Provide an exceptional customer service experience to both internal and external customers throughout every interaction.

REASONABLE ACCOMMODATIONS/ADA: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions.

ESSENTIAL JOB FUNCTIONS (Other duties may be assigned):

(25%) Strategic and Creative Direction

• Provide strategic direction and leadership in the development of the college's overall marketing and enrollment management strategies, aligning them with institutional goals and objectives.
• Lead the development of creative concepts and campaigns which effectively communicate the college’s unique value proposition and resonate with target audiences.
• Lead the creative team to ensure the successful implementation of marketing campaigns, initiatives, and projects.
• Foster a culture of creativity and innovation within the marketing team, encouraging the exploration of new ideas and approaches to engage with prospective students and stakeholders.
• Oversee brand management activities to maintain brand integrity and consistency across all communication channels.
• Stay informed about emerging trends, technologies, and best practices in marketing and higher education to drive continuous improvement.
• Collaborate with internal stakeholders, including academic departments, student services, and administration, to ensure alignment between marketing initiatives and institutional priorities.

(25%) Public Relations

• Develop media relations strategies to garner positive publicity for the college at the national, state, and community levels.
• Cultivate strong relationships with media outlets, industry partners, and community stakeholders to enhance the institution’s reputation and visibility.
• Provide communication support for executive-level communication and presentations.
• Maintain the crisis communication plan and serve as a member on the college Incident Management Team.
• Manage the development and submission of various award nominations.
• Provide Five Star Customer Service throughout every interaction.

(15%) Drive Recruitment

• Drive enrollment growth by developing targeted marketing campaigns to attract prospective students from diverse backgrounds and increase student retention.
• Collaborate with admissions advisors and specialists to identify recruitment opportunities and develop outreach initiatives to increase applicant pool and enrollment yield.
• Oversee the development of recruitment materials, including brochures, website, presentations, and social media content, to effectively communicate the college’s value proposition to prospective students.
• Collaborate with academic departments to develop specialized recruitment initiatives for specific programs or student populations.
• Provide training and support to admissions staff to ensure they are equipped to represent the college effectively during recruitment events and interactions with prospective students.

(15%) Digital Communication

• Plan and lead, the college’s digital and social media marketing strategy.
• Manage the development and execution of a digital advertising plan.
• Analyze and evaluate social and digital analytics to ensure effectiveness in achieving organization strategic goals.
• Analyze reports to assess the performance of digital strategies & campaigns. Utilize the reports to make substantive change.
• Manage the development and effectiveness of email marketing campaigns.
• Manage the user experience, design, content, and architecture of the college website.

(10%) Marketing Manager

• Develop, implement, and maintain an annual marketing communication plan.
• Manage marketing budgets effectively, ensuring resources are allocated efficiently to achieve desired outcomes and alignment with college strategic and annual plans.
• Create comprehensive promotional plans to support college initiatives and priorities.
• Provide stewardship to the marketing team and the campus of the college brand.
• Manage the operational activities for the marketing function including the engagement of external vendors such as market research firms, media planners/buyers, video production firms, photographers, branded promotional items/clothing, freelance designers/writers, etc.
• Participate on the Wisconsin Technical College Marketing Consortium and provide input to the direction of statewide marketing initiatives.
• Participate on collegewide teams to provide input to the direction of college marketing initiatives.

(10%) MANAGER ESSENTIAL RESPONSIBILITIES
•    Supervision is provided to the Marketing Department. Responsible for the overall direction, coordination, and evaluation of these staff. Responsibilities include design position responsibilities, interview, hire, and train employees; plan, assign, and direct work; supervise, mentor, and develop staff through the Employee Performance review; reward and discipline employees. Carry out managerial responsibilities in accordance with the organization’s policies and applicable laws to include:
      o    Develop plan(s) and budget for department.
      o    Address staff and student issues in an effective and timely manner.
      o    Be an active advocate for Lakeshore in the community.
      o    Be active in the college by serving on committees.
      o    Teach classes, as requested, based on course-identified qualifications.

EDUCATION AND EXPERIENCE:

• Master’s degree in a related discipline required. If no master's degree, individual hired will be required to enroll in an accredited master's degree program in a related discipline and to complete the degree within 5 years of employment. 
• Five years in all aspects of marketing leadership, including strategic communication planning, particularly with digital and social media channels; creative direction and leading a creative team; public relations & earned media strategies.

CERTIFICATIONS, LICENSURE, REGISTRATION:

• Valid Wisconsin driver's license. 

TECHNOLOGY SKILLS:

• Proficient in the use of a project management solution. 
• Proficient in the use of Microsoft Office Suite programs (Word, Excel, PowerPoint, Outlook, etc.).
• Ability to navigate through Windows; access college network system; understand database concepts; and download and manage various applications and files.
• Ability to quickly adapt to new technology and be able to support any software or hardware that is used by the College.

OTHER KNOWLEDGE, SKILLS, AND ABILITIES:

• Knowledge of WTCS and Lakeshore mission, vision, and strategic direction.
• Ability to master software such as: Microsoft Office (Word, PowerPoint, Excel).
• Maintain functional knowledge of administrative software system (PeopleSoft).
• Excellent command of the English language, both written and oral.
• Use discretion, maintain positivity, and confidentiality.
• Present and conduct self in a professional, ethical, and respectful manner at all times.
• Organizational, planning and time management skills; human relations skills; verbal and written communication skills; analytical skills and abilities; computer technology skills and abilities; team/meeting management; problem solving and decision-making skills; ability to plan and set goals and follow-through to completion; initiative, judgment, and ability to assume responsibility without direct supervision.
• Exemplify college values in all staff and student interactions, as well as services delivered.
• Ability to establish and maintain effective working relationships and relate successfully with staff, students, and people of diverse cultural, social, or educational backgrounds.
• Fluent, bilingual individual is beneficial.

PHYSICAL DEMANDS/WORK ENVIRONMENT:
•    While performing the duties of this job, the employee is regularly required to sit and talk or hear.
•    The employee frequently is required to stand; walk; use hands to finger, handle, or feel objects, tools, or controls; and reach with hands and arms. 
•    The employee is occasionally required to climb or balance and stoop, kneel, crouch, or crawl.
•    The employee must occasionally lift and/or move up to 25 pounds. 
•    Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus.
•    Work environment may require multi-tasking.  
•    The noise level in the work environment is usually moderate. 

This job description is designed to cover the basic functions of the job and is not considered a detailed description of every job duty that is required, other duties may be assigned as needed. Duties, responsibilities, and activities may change at any time with or without notice to ensure the successful delivery of organizational objectives. 

CONDITION(S) OF EMPLOYMENT:
•    Employment conditional on completion of a Background Information Disclosure (BID) with the results acceptable to the College.
•    Valid State of Wisconsin driver’s license is required. 

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