​​Vice President Communications, Marketing and Public Relations​

The Company

We help students see beyond what is to what could be by providing them with a real-world, affordable, hands-on education that will transform them, change their lives, and impact this community.

Purpose of the Position

The Vice President of Communications, Marketing and Public Relations (VP) has responsibility for overall communications, research-based messaging, marketing, and branding activity for the College.

The VP serves as the College’s chief marketing and communications officer and is a key member of the President’s Cabinet.

The VP represents and promotes the College, increasing its visibility and supporting the institution’s mission, vision, and goals.

The VP leads the development and implementation of the College’s brand vision, strategy, and public relations campaigns to attract and retain students, motivate alumni and donors, recruit high quality faculty and staff, and ensure the College is portrayed fairly in the news media.

The VP oversees the areas of College Communications, Publications, Photographic Services, Web and Digital Strategy. Plans and implements a strategic marketing plan to promote community awareness of the college and produce a positive image.

Develops and implements a media relations plan to build a strong relationship with local, regional and national media.

Reporting to the President and serving as an integral member of the senior management team, the VP will be responsible for the College’s communication strategy and will contribute to the College’s organizational strategic planning process.

The VP will develop an exceptional communications plan for the College, directly managing communications activities that promote, enhance, and protect the College's brand reputation.

The VP will be responsible for the development, integration, and implementation of a broad range of public relations activities relative to the strategic direction and positioning of the College and its leadership.

This individual will be an ambassador for the College and is expected to build relationships with the media. The goal is to advance the College's position with relevant constituents, as well as to drive broader awareness and donor support for the College.

Characteristics, Duties, and Responsibilities

General

• Leads and directs the marketing, communications and public relations staff and coordinates at the strategic and tactical levels with all divisions.
• Develops and executes a comprehensive, long-term and proactive College-wide communications, marketing, and branding strategy consistent with the strategic goals, plans, and aspirations of the College.
• Plans and oversees the design and production of all marketing, public relations, and communication products.
• Coordinates implementation of plan by setting goals, establishing priorities, and developing departmental policies and procedures.
• Provides oversight for the WTVI-PBS Charlotte television station and assists the General Manager with developing strategic plans and setting goals.
• Supervises assigned Communications, Marketing and Public Relations department staff by setting schedules, assigning tasks, evaluating performance, and making disciplining decisions including termination.
• Monitors and reviews projects to ensure all deadlines are met and that work product meets acceptable quality standards.
• Forecasts office operating requirements, prepares budget requests for unit, monitors and approves expenses, and initiates budget changes.
• Contributes to the overall success of the college by performing all other duties as assigned.

Communications

• Provides leadership and vision for the College’s strategic and integrated marketing and communications functions.
• Utilizes a research-based approach to identify key messages and audiences, works consistently to tell the College’s stories by weaving them together to create a consistent, unified message in support of the company brand, and articulates the College’s image and brand in the delivery of the College’s message to all constituents.
• Remains competent and current through self-directed professional reading, developing professional contacts with colleagues, attending professional development courses, and attending training and / or courses as required by the President.
• Oversees crisis communication for the College.
• Promotes a culture of high performance and continuous improvement that values a marketing, communications and brand strategy approach for organizational impact.

Marketing

• Serves as the College’s brand manager, with the responsibility of positioning the College in the market, determining target audiences, and maintaining the desired reputation.
• Ensures continuity within the Communications, Marketing & Public Relations unit by developing media relations policies, writing stories and scripts, initiating special publications, writing articles for publications, and performing other related hands-on functions.

Public Relations

• Communicates the College’s position and policies on a variety of issues to specific media and to various College constituencies which includes serving as the College spokesperson with the media as appropriate.
• Creates a collegial, team-building work environment, motivating staff, and cultivating productive, collaborative relationships with all constituent groups.
• Ensures effective and efficient operation of the major units in College Relations (Communications, Publications, Web and New Media, Photographic Services) by coordinating unit plans, goals, and objectives, designing systems of effective controls to guide work toward expected outcomes, and evaluating progress towards their accomplishment.
• Develops, executes, and oversees programs necessary to communicate the College’s mission and performance to the public.
• Organizes signature events to heighten awareness of college's contributions to developing the skills of area workers.
• Develops speeches and presentations for the President, utilizing the strategic brand and communications plan for maximum impact;

presenting the College to varying constituents.

Develops a strategic engagement plan for the President to engage with regional, state and national audiences to represent the College and issues for higher education / community colleges.

The Candidate

Minimum Requirements

Master’s Degree from a regionally accredited institution in Communications, Journalism, or Public Relations and a minimum of 8 years of experience in planning and managing media relations / public relations

Knowledge, Skills, Abilities, and Worker Characteristics

• Excellent communication skills
• Ability to make a professional presentation as a college spokesperson
• Knowledge of news media practices
• Knowledge of public relations and marketing theories and techniques
• Knowledge of strategic planning process
• Budgetary, supervisory and leadership skills

Confidentiality and Discretion

The Vice President of Communications, Marketing and Public Relations must perform all duties in an ethical manner and with integrity and must maintain the confidentiality of the President’s office and all college and constituent information and must not discuss such matters outside of the College.

Tact and discretion must be used in all dealings with all internal departments, constituents, board members to maintain a positive image of both the College and Office of the President.