Responsibilities

• Lead the college from brand study to brand architecture, establishing a clear, differentiated, and evidence-based institutional identity that conveys Dickinson's distinctive value to prospective and current students, families, alumni, donors, and the broader public.
• Define and steward the college's value proposition across all audiences and channels, ensuring that messaging reflects Dickinson's academic depth, global reach, career-connected outcomes, and the unique character of its residential community.
• Provide direction for the college's digital ecosystem, including website, social media, advertising, email, video, and emerging platforms, with attention to both strategic alignment and executional quality.
• Ensure strategic coherence across admissions, advancement, and alumni messaging, reinforcing a consistent and compelling institutional narrative across all constituent audiences.
• Use market research, competitive intelligence, and performance analytics to continuously refine brand strategy and adapt to shifts in the higher education landscape.
• Collaborate closely with the Vice President for Enrollment Management as a peer partner, contributing marketing expertise to a shared strategy that spans the full recruitment funnel from prospect identification and awareness through yield and matriculation.
• Develop and execute integrated enrollment marketing campaigns across digital, print, experiential, and paid media channels, with disciplined attention to audience segmentation and performance optimization.
• Bring expertise and innovation in student recruitment marketing strategies, including message development, channel selection, and data-informed campaign management, in service of goals that enrollment and marketing leadership develop together.
• Collaborate on visit experience messaging, publications, digital touchpoints, and communications cadence for prospective students and their families.
• Track campaign performance against clear metrics and refine strategies based on real-time data and enrollment outcomes.