Item 2.H-June 14 , 2013
ADMINISTRATIVE FACULTY POSITION DESCRIPTION QUESTIONNAIRE
To expedite and facilitate the PDQ review process, please send the PDQ and Org Chart electronically to
marshag@unr.edu for discussion and for initial review before routing PDQ for approval signatures.
Questions - call UNR Faculty HR at 682-6114
INSTRUCTIONS: See http://www.unr.edu/vpaf/hr/compensation/placement.html for complete instructions.
Incumbent(s) Name (if applicable):
Position #(s): 12107
Current Title: Executive Director, Marketing and
Communications (JCC:67395 )
Department: Marketing and Communications
Current Range: 6
College/Division: President’s Office
Account #(s): 0000-000-0000
Action Proposed: (check all that apply)
( ) New position: Proposed Range:
Proposed Title:
( ) Title Change, Proposed Title:
( ) Proposed Reassignment from Range
to Range
(X) Revised PDQ only (no change in range or title) – MQ Change
( ) Line of Progression (show titles below)
Range:
JCC (Current
or new HR
assigned):
I certify that the statements in this description are accurate and complete to the best of my knowledge.
____________________________________________________________
Employee’s Signature
__________________
Date
I/we have reviewed the statements in this form and they accurately reflect the job assignments.
____________________________________________________________
Immediate Supervisor’s Signature
__________________
Date
____________________________________________________________
Director/Chair/Dean
Marc Johnson
University President
__________________
Date
Approved for Salary Placement Committee review.
____________________________________________________________
Pres / Vice Pres / Vice Prov Signature Stacy Burton
Vice Provost, Faculty Affairs
__________________
Date
Action Approved by the Provost/President (Completed by Faculty HR):
67395 Range:
6
Pos #(s): 12107
JCC:
EEO: 1B
Eff:
Approved Title: Executive Director, Marketing and Communications
Employee signs on “final” stamped approved PDQ and sends to HR for personnel file.
Employee Signature:_______________________________________________ __________________
Date
Printed Name: ____________________________________________________
Rev: 10/1/2012
Position Description – Executive Director, Marketing and Communications
Page 2
1. Summary Statement: State the major function(s) of the position and its role in the
university. Attach an organizational chart with positions, ranges, and names for the division
which reflects the position in it as well as those supervised in the department. (This section is
used for advertisement of the position.)
The Executive Director, Marketing and Communications, serves as the chief marketing and
communications strategist for the University of Nevada, Reno. The Executive Director leads the
development and implementation of the University’s integrated marketing and communications
program in a manner that achieves strategic objectives and identified results. Establishing and
maintaining an effective and audience-focused communication infrastructure and a consistent visual
identity, organizational voice and institutional messaging are priorities for the position. The Executive
Director provides leadership-level counsel to the President, Provost, deans, vice presidents and
senior leaders, and marketing and communications directors across University divisions, including
Intercollegiate Athletics and the University of Nevada School of Medicine. The Executive Director
works in a fast-paced environment and oversees a results-oriented team of communication,
digital/web and graphic arts professionals. The position serves as the primary representative of the
marketing and communications function on and off campus and as a public spokesperson for the
University as appropriate. The position reports to the President of the University of Nevada, Reno and
serves as a member of the President’s Council.
2. List the major responsibilities, including percentage of time devoted to each. Provide
enough detail to enable a person outside the department to understand the job (percentage
first with heading and then bulleted information).
30% - Strategic Marketing and Communications Planning
 Guide development and maintenance of the University’s brand identity
 Identify data, monitor trends and conduct primary and/or secondary research to identify
marketing opportunities and support the development of effective marketing and
communication strategies
 Develop and oversee implementation of short- and long-term marketing and communication
strategies
 Establish metrics for analyzing the success and cost-effectiveness of marketing and
communications efforts and report results to leadership
 Guide the development of standards, policies, procedures and principles to support consistent,
University-wide visual identity, organizational voice and institutional messaging
35% - Direct Marketing and Communications Program Activities
 Proactively seek positioning opportunities for the University at the state, regional and national
levels
 Manage the development of the University’s brand identity and direct market and
communication program activities to maintain that identity
 Direct the allocation of staff and budgetary resources to achieve program results
 Oversee the communications program including public and media relations, web, print and
social media
 Manage the marketing program including web, print, social media, creative services,
advertising and promotional activities
 Implement and sustain a website strategy for information architecture, content creation,
content management and multimedia publishing
Position Description – Executive Director, Marketing and Communications
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Develop and guide collaborative marketing and communications opportunities with appropriate
partner organizations and institutions; serve as liaison to partner organizations and institutions
as appropriate
Guide “executive communication” activities by the President and Provost, in close
collaboration with their offices, to support positioning, messaging and linkage to key audiences
Provide marketing and communications counsel to the President, Provost, deans, other vice
presidents and senior leaders, and marketing and communications directors across University
divisions
Coordinate identity and graphic standards consistent with University standards
Monitor and report marketing and communications program results to senior management
25% - University-wide Marketing and Communications Leadership
 Develop and sustain mechanisms, such as a University-wide Marketing Communications
Council, to support on-going collaboration and consistent practices across University colleges
and divisions
 Identify and promote application of best practices
 Serve as the primary representative of the marketing and communications function in internal
and external settings, such as committees and community forums, to promote a shared
understanding of the function’s role and objectives
 Serve as a public spokesperson for the University as appropriate
 Ensure all marketing communications are integrated and coordinated
10% - Staff Management and Development
 Oversee the development of materials, information and other work products to ensure quality
and linkage to brand positioning
 Manage career development and optimize productivity of staff
 Develop key performance metrics , track workflow and report results
 Direct and oversee the marketing and communications budget
3. Describe the level of freedom to take action and make decisions with or without
supervision and how the results of the work performed impact the department, division and/or
the university as a whole.
Level of Freedom:
The Executive Director has a high level of autonomy in decision making related to the University of
Nevada, Reno marketing and communications program. This requires significant collaboration with
leadership to arrive at informed decisions on short and long-term strategies. The position works
closely with and provides counsel to senior leaders, including the President, Provost, Vice Presidents
and deans, on the development and successful implementation of strategic marketing plans, projects
and initiatives.
Impact:
The development and successful implementation of strategic, integrated marketing and
communications efforts raises the University’s national profile and supports the University’s goal to be
in the nation’s top tier of national universities.The actions and decisions of the Executive Director
directly impacts student and faculty recruitment, research program development and investment by
donors, foundations, governmental organizations and other funding sources. The ability to market and
publicize the University’s reputation as a top tier research university has strong and positive
implications for the overall reputation of the University. and economic development of the region and
the state. A strong and positive reputation also strengthens the value of the University’s educational
experience, the perception of its faculty and ant its contribution to the state and region.
Position Description – Executive Director, Marketing and Communications
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4. Describe the knowledge, skills (to include cognitive requirement and verbal and written
communication), and abilities (to include task complexity, problem solving, creativity and
innovation) essential to successful performance of this job (in bullet format).
Knowledge of:
 Market segmentation, integrated marketing communications principles, current trends and
practices
 Creation and execution of a marketing and communications plan
 Data collection, measurement and reporting of communications and marketing effectiveness.
 Website architecture and content management systems
 Information technology principles as applied to marketing and communication support
 Social media avenues and technologies for current emerging marketing and advertising
 Marketing, journalistic and business ethics
 Industry trends and best practices
Skills:
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Leadership
Excellent writtten and verbal communication
Interpersonal, relationship-building and supervisory
Strong client satisfaction and results orientation
Technological literacy
Organizational and diversity sensitivity
Marketing and communications planning
Budget management
Ability to:
 Proactively address and manage marketing, communications and brand management
 Handle multiple priorities while maintaining focus on achieving results
 Seek out and develop collaborative relationships with constituencies in order to define and
accomplish common goals
 Maintain confidentiality of sensitive information
 Deal with urgent, rapidly developing situations
 Plan and manage multiple programs, services and projects
 Develop and lead a highly motivated and productive team
5. Describe the type of personal contacts encountered in performing the duties of the job.
Explain the nature and purpose of these contacts: i.e., to provide services, to resolve
problems, to negotiate.
Internal
Executive leadership
Faculty, researchers and
students
Marketing and communications
directors and staff across
colleges and divisions
Reason for Contact
To identify opportunities; solve problems; provide senior-level
counsel and develop, and implement plans for advancement of
awareness, reputation and brand positioning.
To proactively plan communication of research results, highlight
faculty accomplishments and demonstrate student success
To establish and guide consistent practices, standards and
messaging
Position Description – Executive Director, Marketing and Communications
External
Prospective students
Community leaders
Elected officials and key
constituents
Media professionals
Donors
Alumni
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Reason for Contact
To promote the university as an affordable, quality education
opportunity
To form collaborative partnerships
To identify opportunities, engage their involvement and provide
information on shared issues
To establish relationships and earned media opportunities
To engage their involvement and increase support
To engage their involvement and increase support
6. Indicate the minimum qualifications which are necessary in filling this position should it
become vacant. Please keep in mind the duties/responsibilities of the position rather than the
qualifications of the incumbent.
a.
Minimum educational level, including appropriate field, if any.
Bachelor’s Degree from a regionally accredited institution with emphasis in business,
marketing, journalism, communications, marketing or advertising
b.
Minimum type and amount of work experience, in addition to the above required
education necessary for a person entering this position.
Bachelor’s Degree and seven years, or a Master’s Degree and five years, of
experience in marketing, public or media relations or integrated marketing
communications and experience in leading successful, strategic marketing
communication campaigns in academic, corporate, or non-profit settings
Preferred Licenses or Certifications: None
c.
Indicate any license or certificate required for this position.
None