Brand Marketing Manager

Knowledge, Skills, and Abilities

• Deep understanding of brand architecture, identity systems, and multi-channel marketing strategies.
• Deep understanding of design principles and how to apply those principles across various mediums, channels, and platforms.
• Demonstrated ability to build, manage, and evolve a unified brand in a complex, decentralized environment.
• Proficiency in storytelling and content strategy that appeals to diverse audiences, including prospective students, donors, alums, and the community.
• Strong project management and organizational skills, with the ability to balance multiple priorities and deadlines.
• Excellent communication and interpersonal skills, with a collaborative, team-oriented mindset.
• Ability to interpret market research, audience insights, and performance analytics to inform decision-making.
• In-depth knowledge of design and production processes; proficiency with Adobe Creative Suite.
• Experience in utilizing and configuring Content Management Systems (e.g., WordPress, Webflow).
• Basic knowledge of video and audio editing.
• Strong understanding of SEO best practices, web analytics, and digital marketing principles.
• Knowledge of accessibility standards and requirements (WCAG 2.1) and data privacy regulations (e.g., GDPR, CCPA).

Required Qualifications

• Bachelor's or master's degree in marketing, design, digital media, communications, branding, public relations, or related field
• Demonstrated success in leading brand campaigns or large-scale creative initiatives
• Minimum 3 years of professional experience in brand management, marketing strategy, or related disciplines

Preferred Qualifications

• Experience in higher education marketing or a similar industry
• Master's degree in a related field is a plus

Job Duties/Essential Responsibilities 

• Serve as the brand steward for ETSU, managing and evolving the university’s brand guidelines and ensuring brand consistency across all university materials.

• Develop creative assets, serving, in part, as a designer and content creator.

• Collaborate with internal teams and external partners to develop integrated marketing campaigns that align with strategic institutional priorities.

• Lead brand strategy projects, including identity refresh initiatives, sub-brand alignment, storytelling frameworks, and campaign development.

• Develop compelling marketing content in coordination with the design, audio/video, social, web, digital, and editorial teams to support university-wide initiatives.

• Advise colleges, departments, and administrative units on brand usage, providing training, resources, and consultation as needed.

• Monitor brand perception and trends and use data and insights to optimize brand strategy and positioning.

• Partner with Enrollment Management, Advancement, Athletics, and other campus entities to ensure alignment with the core brand platform.

• Ensure marketing projects and creative assets align with brand standards and institutional goals, managing timelines and quality.

• Foster a culture of creativity and collaboration within the Marketing and Communications team and across the university community.

• Manage the work of design interns, part-time employees, and contractors

• Serve as a member of UMC’s crisis and issues response team

• Develop and provide training to other UMC team members and employees across the institution

Compensation & Benefits

• Job Family – Communications and Marketing Professional 3
•  Exempt, Market Range 8 –  $60,017.32 (Salary Schedules)
• For information on benefits, please visit www.etsu.edu/human-resources/benefits/.

Application Instructions

• Upload your Resume and Portfolio
• Administrative/Professional positions are only required to be posted for a minimum of fourteen (14) calendar days. The closing date for this posting is subject to change without notice to applicants.

University Overview

East Tennessee State University (ETSU) is an institution with over 14,000 diverse students and highly ranked graduate and undergraduate programs. Located in the Southern Appalachian Mountains of Northeast Tennessee, ETSU serves as a hub for community, discovery, and service. Aligned with the institution's mission, we value efforts to engage in teaching, scholarship, creative activities, and service that involve community partners and address significant societal needs in our region and beyond. Recognized in 2024 as a Great College to Work For, recent strategic initiatives prioritize the institution’s focus on community engagement.