Director, Marketing and Communications
Boston, MA, United States
Description
The Director of Marketing and Communications will develop, implement, manage and measure a comprehensive, integrated, marketing and communications plan for internal and external audiences that will enhance reputation, recognition and visibility, and improve the financial position of the New England College of Optometry (NECO), the NECO Centers for Eye Care over the long-term and the college’s Continuing Education Programs.
Reporting to the Executive Vice President and Chief Operating Officer, and serving as a key member of the Senior Administrative Team, the Director of Marketing and Communications will collaborate with colleagues across the college to develop and implement programs and strategies that: optimize NECO’s ability to increase applicants and convert applicants to students or staff (Admissions and HR) raise funds (Development), expand Continuing Education, increase patient demand for and satisfaction with our eye care services (Owned Clinics), expand professional relationships with our alumni, the Boston community, the eye care industry (Alumni Relations & Industry Relations), and promote NECO as a leader in optometric education.
The New England College of Optometry prepares the next generation of eye care providers, educators, and innovators through a rigorous curriculum and extensive clinical experience. NECO graduates compassionate and skilled optometrists prepared to practice in diverse settings. Located in the heart of Boston, the College is a small, independent graduate institution that has a student body of approximately 530 students from 34 states and 8 countries.
The NECO Center for Eye Care is the patient care and clinical education affiliate of the New England College of Optometry. It is one of the largest providers of optometric services in Massachusetts with nearly 90,000 annual patient visits at more than 43 locations, including many of Greater Boston’s community health centers.
The Marketing and Communications department includes two people, the Director and a full time Digital Content Manager. We are looking for a leader who has experience in and is both comfortable with/prefers a small, “hands on” and highly operational marketing and communications department.
After completion of orientation and successful onboarding and training, this full-time role provides an opportunity for a hybrid work schedule, with 3 days in the office each week, and 2 days to work remotely.
KEY ACCOUNTABILITIES:
Marketing & Communications
Develop and implement an integrated, strategic marketing and communications plan that prioritizes messages and activities across all paid, earned, and owned media channels for all strategic audiences
Ensure brand positioning and visual identity is consistent across the college
Create and document key messages for leadership, senior faculty, and staff that align with our mission, vision, and values, as well as our brand message “Changing the Way People See the World”, and that distinguish NECO as an optometric college
Create and document key messages that position NECO’s Center for Eye Care as a center for excellence in primary and specialty eye care
Work with the VP of Professional Relations to market NECO’s Continuing Education programs
Work with the Director of Educational Technology Integration and Online Learning to market NECO’s online programs
Collaborate with the Associate Dean of Students and the Executive Director of Human Resources to create a compelling online presence and brand
Working with the Digital Content Manager, oversee NECO’s websites (college and clinic). This includes design, content, performance, accuracy, accessibility, security and the evaluation of metrics
Build and leverage media relationships. Create, prioritize, and manage media opportunities to highlight NECO academic, research, and clinical programs and NECO leadership in these key areas in ways that will engage applicants, patients, students, staff, alumni, donors, and industry partners
Collaborate with senior leaders to develop a communication plan and process to manage the unexpected and document key messages. Define, direct, and manage public relations responses.
Write, edit, and approve all marketing and communications materials. Oversee the design, style, and production of institutional communications, publications, and digital assets. Some of the elements used currently include websites, social media posts, press releases, videos, photographs, brochures, annual reports, strategic plans, grant proposals, event messaging and experience, and promotional merchandise
Maintain knowledge of best practices and emerging trends across all aspects of marketing and communications including technology, research, monitoring, and measurement
Research & Analytics
Design, conduct, and communicate results of qualitative and quantitative research to help define marketing and communications strategies, to identify issues and opportunities for the college, and to ensure the quality of marketing and communications efforts
Monitor, evaluate, measure, and report NECO key message delivery, website analytics, search performance, social media impact, and share of voice versus key optometric academic institutions on a quarterly basis
Budget Planning & Management
Develop annual budgets to achieve the objectives and goals outlined in the strategic marketing & communications plan. Monitor expenses on a monthly basis
Develop, implement, and monitor processes and systems to facilitate smooth operation of the marketing & communications function
Team Management and Supervision
Source, hire, and manage external resources to optimize marketing & communications for the college
Establish and lead a marketing communications committee to align marketing & communications priorities and deliveries across the college and to ensure brand identity is upheld
Supervise the Digital Content Manager. Conduct written and annual reviews
NECO is an Affirmative Action/Equal Employment Opportunity employer and actively seeks candidates from diverse backgrounds.
Salary Range: $135,000 - $145,000 per year
New England College of Optometry offers a robust benefits program including:
3 plan options for BCBS medical coverage (employer subsidized at 75% or greater)
Mental Health and Wellness benefits
BCBS Dental
Discounted vision services
13 paid holidays and generous paid time off for sick, vacation, and personal day
Employer-paid life insurance, and short-term and long-term disability
Voluntary Insurance: life, critical illness, hospital indemnity, accident
Other Voluntary Benefits: employee discounts and pet insurance
9% employer contribution to a 403(b) retirement plan after 1 year of service with no vesting schedule or match requirement
Qualified Public Service Loan Forgiveness Employer
Requirements
Bachelor's Degree in related field required
Minimum of five years of relevant experience in nonprofit higher education and/or healthcare required with at least three years in a management role
PM23
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