| Job Description: |
Horry-Georgetown Technical College (HGTC) is a two -year community/technical college that offers more than 75 associate degree, diploma, and certificate programs for students who are either seeking quick entry into the workforce or desiring to transfer to a senior institution to pursue a bachelor’s degree. HGTC offers three convenient campus locations in South Carolina, including Myrtle Beach, Conway and Georgetown.
Horry-Georgetown Technical College is seeking candidates for an ambitious, proactive and motivated Chief Marketing and Brand Strategy Officer who will serve as the architect of Horry-Georgetown Technical College’s branding and marketing infrastructure and craft a unique standing in higher education that resonates with internal and external audiences. Reporting to the President of the College, the newly created Chief Marketing and Brand Strategy Officer will serve as the architect of Horry-Georgetown Technical College’s branding and marketing infrastructure and craft a unique standing in higher education that resonates with internal and external audiences. As a member of the President’s Cabinet and in close partnership with the Director of Public Relations, the Chief Marketing and Brand Strategy Officer will provide counsel to and support for the president and college leaders. The selected candidate will be responsible for driving the strategic direction of our marketing efforts and brand development. The individual will oversee a high-performing team, collaborate with key stakeholders across the institution, and ensure alignment of marketing initiatives with the institution’s strategic goals. The leadership of the individual is expected to directly contribute to the growth and sustainability of our brand, influence our digital marketing strategy, and enhance our presence both locally and nationally. The Chief Marketing and Brand Strategy Officer will create the vision for and lead the implementation of a proactive, innovative, and comprehensive marketing and branding strategy that highlights the college’s academic strengths and fosters relationships with college constituents, both internally (prospective and current students and families, faculty and staff, alumni, donors, college supporters, and affinity groups) and externally (media, peer institutions, associations, influencers, and thought leaders). The Chief Marketing and Brand Strategy Officer will conduct a thorough review of HGTC’s brand, audit current marketing efforts and materials to understand the current state of all programs, identify opportunities to advance the college’s reputation and will take the lead in framing a comprehensive marketing and branding strategy. This position will have a direct supervisory role for three staff and will work closely with Public Relations and Strategic Recruitment.
THE FOLLOWING ARE THE RESPONSIBILITIES AND DUTIES OF THE CHIEF MARKETING AND BRAND STRATEGY OFFICER:
- Conceive and implement an overarching strategic marketing and branding program that is innovative, progressive, and proactive, resulting in cohesive messaging and a brand identity that extends across all media and vehicles in ways that appropriately support and reflect the college’s foundational values and strategic objectives.
- Collaborate closely with the offices of the president, foundation, enrollment, and communications, as well as any other administrative units that play a significant role in the public perception of the college. Ensure leaders are well supported in their work and that their external communications reinforce the brand and key strategic goals for the individual offices and the college as a whole.
- Establish a unified digital ecosystem that reflects the college’s brand, creates a cohesive strategy across platforms, and emphasizes compliance with accessibility and user-experience standards.
- Convene, support, and inspire collaboration and coordination among marketing and communications professionals across the college. Build strong, collaborative, and collegial relationships with all divisions and integrate with the college’s marketing and branding platforms. Provide appropriate levels of support and service to those individuals and departments.
- Thoroughly evaluate current marketing and branding efforts across the college. In addition to leveraging existing data, strategically invest time and resources in market research, competitive landscape analysis, brand and marketing refinement, and creative execution. As appropriate, utilize internal and external counsel a well as agencies and service providers capable of supporting HGTC and its units across all platforms and vehicles.
- Build and manage an outstanding strategic marketing and branding program that can be considered best-in-class compared to its peers across higher education. Routinely evaluate the effectiveness and success of HGTC’s positioning and brand vehicles with different internal and external audiences.
- Inspire and motivate staff through transparency and direction, placing staff members’ work within the context of the college’s strategic priorities and goals. Provide professional development opportunities as appropriate and encourage staff to set and reach personal growth targets.
- Have a leadership style that is open and empowers staff through active communication, delegation, and accountability. Manage expectations and resources to ensure that overall goals and activities are challenging and realistic.
- Foster an environment that rewards new ideas, creativity, and risk-taking; builds confidence; and encourages teamwork and collaboration within the office and across the college. Celebrate achievements and set clear expectations for future success.
- Research and analyze best practices, market trends, and student demographics to tailor recruitment strategies and promotional approaches. Collaborate with student services and academic leaders to optimize and integrate enrollment practices and external communications.
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| Preferred Qualifications: |
Master’s degree in Marketing, Communications, Business Administration, or a related field. A minimum of 10 years of experience in marketing, with at least 5 years in a higher education-based marketing-based leadership role. Demonstrated track record of developing and implementing successful marketing strategies with evidence of tangible outcomes. Strong understanding of digital marketing and analytics. Exceptional communication, leadership, and project management skills. Proven ability to work collaboratively with diverse groups of stakeholders. Manage expectations and resources to ensure that overall goals and activities are challenging and realistic. Have a leadership style that is open and empowers staff through active communication, delegation, and accountability. Foster an environment that rewards new ideas, creativity, and risk-taking; builds confidence; and encourages teamwork and collaboration within the office and across the college. Celebrate achievements and set clear expectations for future success.
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