Towson University (TU) is one of the nation’s top 100 public universities. Located north of Baltimore, TU currently enrolls over 22,000 students and is the second-largest university in the prestigious University System of Maryland. Towson University values diversity and fosters a climate that is grounded in respect and inclusion to cultivate the intellectual and personal growth of the entire university community.
The Assistant Director of Athletics Marketing creates, manages and analyzes multi-channel marketing plans in support of attendance and revenue goals for Towson University athletics. As a member of the University's Marketing and Brand Strategy Department the Assistant Director is embedded within TU Athletics to collaborate closely with the Athletics Division to promote and elevate awareness of the university's Division I sports teams. With a focus on key performance indicators and a results-oriented approach, the Assistant Director defines and executes strategies to reach TU's target audiences with compelling creative in both paid and owned media platforms across campus and across the Greater Baltimore region. Using graphic design and communication skills, the Assistant Director also works to align athletics messaging with Towson University's unique brand, voice and visual identity. Responsibilities and Duties
Create comprehensive, annual multi-channel marketing plans to achieve attendance and revenue goals. Develop and implement a multi-year, multi-platform marketing strategy that encompasses the entire Athletic Department with the goal of increasing attendance using creative marketing techniques, events, advertising, design and communications. Should have previous knowledge of revenue generation ideas and how those concepts can be utilized to financially benefit the Athletic Department operations. Align with Athletics Marketing/Fan Engagement Manager to develop and implement a fan engagement strategy that increases brand awareness, cross promotes ticket sales for all sports, increases fan participation that focuses on initiating and building relationships as well as influencing fan behavior. Connect with cross campus partners to establish a positive culture shift amongst the students, faculty, alumni. Assist in the design, development and implementation of promotional materials including but not limited to posters, ticket booklets, social media graphics. Should be proficient in photoshop, InDesign and have graphic design knowledge. Collaborate with Athletics External Department and Towson Sponsorship Partner. Integrate mutual objectives including but not limited to: theme nights, promotional activities, distribution of sponsored giveaways, social media, and in-game recognitions. Coordinate with the Sports Information Department (SID) to develop marketing collateral for all 19 athletic programs. Actively collaborate with Athletics External Department to search out and evaluate new strategies for elevating TU athletics awareness and perceptions. Manage the strategy, creation, and distribution of content for Towson Athletics social media accounts for all Athletics accounts. Promote the accomplishment and daily information of the Towson athletic department in a timely manner to campus, local and national outlets. Utilize research and tools to define target audiences and inform the clearest understanding of audience attributes, behavior and attitudes. Establish and refine customer journeys to better tailor messaging and improve marketing response rates.
Campaign Development and Execution
Define campaign direction and messaging and benchmarks for success based on goals and prioritized KPIs. Work across divisions to inform and communicate campaign direction and objectives, managing feedback and securing divisional buy-in to plans. Develop timelines and adhere to deadlines for all advertising and marketing communications. Collaborate with all University Marketing and Communications teams, in addition to TU's Agency of Record to create and/or revise creative assets for all campaigns including, but not limited to: billboards, out-of-home advertising, radio advertising, tv ads, signage, digital ads, mobile banners, social media ads, print ads, brochures, posters, direct mail, and other collateral print materials. Inform and influence athletics social media and athletics website content in collaboration with athletics team to align organic messages with those of paid media campaigns. Partner with Marketing and Brand Strategy Copywriter to develop clear and concise headlines, copy and calls to action for all campaign materials. Establish and execute email marketing campaigns for all target audiences and determine message, time of send, and frequency of athletics emails. Ensure all athletics marketing is clear, consistent and reflects TU's unique brand, voice and visuals. Meet with external partners and vendors to set expectations and ensure timely and efficient completion of assigned tasks. Meet regularly with Associate Vice President of Marketing and Brand Strategy to review and refine campaign deliverables and prioritize projects requested by University Athletics Division. In collaboration with the Associate Vice President of Marketing and Brand Strategy, help recommend and allocate resources for paid media placements within a defined budget.
Analysis and Optimization
Collect, report on and analyze audience interactions within both digital and traditional advertising across all paid and owned media channels. Use university and third-party marketing analytics tools to determine campaign effectiveness and to drive decision making about the future content, creative and placement of athletics marketing communications. Optimize campaigns with weekly analysis and reporting on digital and social, organic and paid, placements to help refine targeting and maximize effectiveness of active campaigns. Create, maintain and organize reports on all completed campaigns for future access and analysis. Track and analyze social/digital metrics to deliver reports that present content and performance, along with trends for the purpose optimization and goal setting.
Qualifications and Skills
Bachelor's degree in marketing, communications, or related field. A minimum three years of professional experience working in an advertising, communications, or marketing capacity with proven expertise in creating compelling content with measurable results. Proficient in Adobe Photoshop and InDesign Proven ability think creatively and develop solutions to marketing challenges. Experience identifying and defining targeted audiences and how to adapt messaging to various groups. Excellent communication skills and the ability to write effectively. Strong interest in collaboration and a desire to contribute to a successful, goal-oriented team. Experience working with marketing and customer analytic resources like Google Analytics, Google Tag Manager, Salesforce, SEM Rush, Moz, Social Studio, and other comparable tools. Working knowledge of social media best practices and content marketing. Experience creating content for and/or distributing email campaigns. Ability to effectively multi-task and manage multiple projects at once. A commitment to diversity and inclusion with an openness to new ideas, people and working situations. An interest in growing personally and professionally with a passion for learning new skills.
Preferred Knowledge, Skills, and Abilities
Experience creating advertising or content to meet revenue goals. Expertise in developing attribution models and/or customer journeys. Experience in media buying and advertising placement.
Specialized Software Used
Google Analytics, Salesforce, and various additional third-party software tools. Adobe Photoshop and InDesign, Boxout Sports.
Salary and Benefits
Competitive salary and full University benefits that include 22 days of annual leave, up to 14 holidays, personal and sick days; excellent health, life, and retirement plans; and tuition remission. To learn more about our benefits, click here. TU also offers a variety of great perks and discounts, which can be found here.
This position will be open for a minimum of 14 days. For consideration, please submit a cover letter and resume with your online application.
The safety of our students, faculty, staff, and neighbors has been our top priority and the focus of every one of our decisions since the earliest days of the COVID-19 pandemic. Therefore, the University System of Maryland (USM) has strongly encouraged full COVID vaccination and up-to-date booster shots (when eligible) for all faculty, staff, and students at all schools in the USM as both a reasonable and necessary means of protecting our health and safety.