Brand Strategy Manager - Communications and Marketing

General Function

The Brand Strategy Manager is a key member of the Marketing and Communications team in higher education, responsible for shaping and executing strategic brand initiatives that drive prospective student engagement and enrollment. This role serves as the primary liaison for the Outreach and Admissions team, working collaboratively to funnel prospective students into the enrollment process. In addition, the Brand Strategy Manager partners with Academic Affairs to prioritize and highlight academic programs for targeted audiences and supports open house promotions. This individual also assists the Director of Brand Marketing and Strategy in the planning and execution of traditional paid campaigns and advertising efforts, working closely with internal teams and external agencies on audience strategy, messaging, creative development, performance reporting, and optimization to ensure a cohesive and effective brand presence across all channels.

Duties and Responsibilities

1. Outreach and Admissions collaboration: Serve as the lead liaison with the Outreach and Admissions team to develop targeted strategies that attract and engage prospective students.

2. Academic Affairs collaboration: Work closely with Academic Affairs to identify and prioritize academic programs for promotion. Consider how the college continues to grow and promote partnerships, particularly with early college and middle college programs. Develop tailored messaging to highlight these programs to specific target audiences.

3. Traditional paid media strategy and campaign support: Collaborate with the Director of Brand Marketing and Strategy to plan, execute, optimize, and scale paid advertising campaigns across traditional media channels (TV, radio, print, out of home, direct mail, sponsorships). Collaborate with the Director of Digital Media to ensure traditional and digital campaigns are aligned. Partner with agency teams on audience testing messaging, creative development testing plans, and performance reporting. Use campaign insights to inform optimization, budget allocation, and future enrollment-driven marketing strategies.

4. Marketing Messaging, Strategy & Campaign Development: Develop messaging frameworks and integrated marketing strategies that guide prospective students through the enrollment funnel-from awareness and application to enrollment. Provide the strategic foundation for campaigns by defining audience insights, positioning, key messages, and communication priorities that inform and align creative, content, digital, and media execution across paid, organic, and experiential channels. Partner with internal teams and agency partners to ensure campaigns are cohesive, student-centered, brand-aligned, and optimized for engagement and conversion.

5. Experiential Marketing & Student Engagement: Lead the development of experiential marketing strategies that elevate brand awareness, deepen student connection, and drive prospective student engagement through high-impact on-campus activations, open houses, community partnerships, and sponsorship opportunities. Partner closely with Student Affairs, Creative Services, and academic departments to create coordinated experiences, messaging, and promotional assets that strengthen the student journey, increase event participation, and move prospective students into the enrollment funnel.

6. Content development and integration: Work with internal teams to develop creative assets and content that reinforce the college's brand values. Integrate student-focused content into the broader editorial planning process across the communications and marketing team. Ensure academic and enrollment timelines are front and center for team through editorial planning process to ensure integrated content across channels during critical times during campaigns.

7. Performance measurement: Monitor, analyze, and report on the effectiveness of brand initiatives and traditional paid campaigns. Use data-driven insights to optimize strategies and inform future marketing decisions.

8. Market research: Stay current on trends in higher education branding, competitor activities, and evolving digital marketing practices. Recommend innovative strategies to maintain a competitive edge in student recruitment and brand engagement.

9. Serves on committees as assigned.

10. Performs other duties as assigned.

Minimum Requirements and Preferred Qualifications

• Bachelor's degree in Communications, Public Relations, Marketing, Business, or a related field.
• 5+ years of experience in internal communications, employee engagement, or a related field.

Additional Information

Knowledge, Skills, Abilities, and Worker Characteristics:

• Strong project management skills with the ability to handle multiple priorities and deadlines.
• Excellent written and verbal communication skills, including the ability to craft compelling brand messaging.
• Experience with digital marketing, including paid media, SEO, and social media strategy.
• Proficiency in marketing analytics and the ability to translate data into actionable insights.
• Understanding of brand positioning, audience segmentation, and strategic storytelling.
• Experience in higher education marketing and student recruitment strategies.
• Ability to collaborate across departments and work effectively in a team-oriented environment.
• Creative problem-solving skills and a keen attention to detail.
• Knowledge of emerging trends in higher education branding and digital marketing.

Working Conditions:

Office-based role with standard working conditions and hours. Some minor lifting. Some walking between college buildings.