Associate Director, Marketing Strategy & Visibility

Job Title

Associate Director, Marketing Strategy & Visibility

Agency

Texas A&M Engineering

Department

Engineering Communications Group

Proposed Minimum Salary

Commensurate

Job Location

College Station, Texas

Job Type

Staff

Job Description

The Associate Director, Marketing Strategy & Visibility, leads enterprise marketing strategy for Texas A&M Engineering with a focus on measurable reputation and visibility outcomes. This role leads enterprise audience strategy, campaign planning, paid distribution, enterprise social media strategy, and performance measurement. The Associate Director also helps operationalize the hybrid model by establishing marketing guardrails through partnership with Communications, Creative, Web and Operations leadership to ensure consistent messaging, quality, compliance and effective use of resources across Engineering Communications.

 

Responsibilities:

Enterprise Marketing Strategy & Campaign Leadership

• Leads the enterprise visibility strategy for Texas A&M Engineering, aligned to leadership priorities.

• Develops integrated campaign plans that connect paid + owned channels to defined outcomes (awareness, engagement, conversions, where applicable).

• Owns paid media strategy: planning, budgeting inputs, targeting, creative requirements, optimization, and vendor/agency coordination as applicable.

• Establishes enterprise distribution plans and amplification pathways for high-impact stories and initiatives.

   

Audience Insights, Measurement & ROI

• Develops and maintains a marketing performance scorecard (visibility indicators, campaign results, channel performance, efficiency measures).

• Conducts audience research and insight gathering to improve targeting, messaging performance, and channel strategy.

• Produces regular performance reporting for leadership and recommends optimizations based on results and trends.

• Partners with stakeholders to define outcomes and measures for priority initiatives and campaigns.

Social Media Strategy (Enterprise Distribution)

• Leads College of Engineering/TEES social media and YouTube strategy

• Establishes guardrails and escalation protocols with Communications (claims/rankings language, sensitive topics, crisis/issue response).

• Coordinates social amplification for unit content that aligns with enterprise priorities; supports units with playbooks and best practices.

• Ensures platform-ready content standards (formats, accessibility/captions/alt text, metadata, link governance).

Hybrid Enablement (Templates, Toolkits, and Operating Rhythm)

• Contributes to the intake and prioritization of marketing requests: intake criteria, tiering triggers, lead times, and review requirements.

• Partners with distributed communicators to align local plans with enterprise themes and identify high-impact opportunities for amplification.

• Supports training/office hours and documentation to enable consistent execution.

Stakeholder Management & Collaboration

• Collaborates with Communications leadership on message strategy, editorial pipelines, and narrative alignment.

• Collaborates with the Creative Director on brand system adherence, creative standards, and template/toolkit design.

• Collaborates with Web leadership on governance, accessibility standards, enterprise publishing standards, and campaign destinations.

• Partners with the Operations leadership to scope work, set timelines, manage intake, and ensure on-time delivery for priority initiatives.

• Coordinates with university partners as needed to ensure alignment and leverage institutional opportunities.

Leadership & Team Development

• Provides strategic guidance and coaching to staff supporting enterprise marketing priorities and/or campaign execution.

• Contributes to planning, capacity management, budgeting inputs, and continuous improvement.

• Represents Engineering/TEES on cross-functional committees and working groups as assigned.

What we need:

• Bachelor’s degree in marketing, communications, journalism, public relations, business, or a related field (or equivalent combination of education and experience).

• Nine years of related experience.​

What is helpful:

• Master’s degree in a related field.

• Progressive experience in marketing strategy, digital marketing, or integrated communications with demonstrated results.

• Experience developing and measuring campaign performance across paid and owned channels.

• Experience leading or coordinating teams and managing work through priorities, processes, and timelines.

• Strong writing, editing, and message strategy skills appropriate for higher education audiences.

• Experience in higher education, research universities, or complex matrixed organizations.

• Experience with paid media platforms and campaign optimization; familiarity with SEO/analytics and conversion pathways.

• Experience building dashboards/scorecards and translating analytics into action.

• Experience implementing governance, templates/toolkits, and scalable operating models.

• Familiarity with accessibility standards and digital content compliance requirements.

Competencies:

• Ability to maintain the security and integrity of critical infrastructure, which may include communications systems, computer networks and systems, cybersecurity systems, electrical grid, hazardous waste treatment system or water treatment system.

All positions are security-sensitive. Applicants are subject to a criminal history investigation, and employment is contingent upon the institution’s verification of credentials and/or other information required by the institution’s procedures, including the completion of the criminal history check.

Equal Opportunity/Veterans/Disability Employer.