Director, Marketing and Communications (HS/SOM)

Item 2.A-March 9, 2012
To expedite and facilitate the PDQ review process, please send the PDQ and Org Chart electronically to for discussion and for initial review before routing PDQ for approval signatures.
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Incumbent(s) Name (if applicable):
Current Title:
Position #(s):
Current Range:
(JCC: )
Department: University of Nevada School of Medicine College/Division: Vice President,
(Dean’s Office)
Division of Health Sciences
Account #(s): 1108-119-0001
Action Proposed: (check all that apply)
(X) New position: Proposed Range: 4
Proposed Title: Director, Marketing and Communications
( ) Title Change, Proposed Title:
( ) Proposed Reassignment from Range
to Range
( ) Revised PDQ only (no change in range or title)
JCC (Current
( ) Line of Progression (show titles below)
or new HR
I certify that the statements in this description are accurate and complete to the best of my knowledge.
Employee’s Signature
I/we have reviewed the statements in this form and they accurately reflect the job assignments.
Immediate Supervisor’s Signature
Thomas Schwenk
Vice President, Health Sciences/Dean, UNSOM
Approved for Salary Placement Committee review.
Pres / Vice Pres / Vice Prov Signature Jannet Vreeland
Vice Provost and Secretary of University
Action Approved by the President (Completed by Faculty HR):
Position #:
EEO Code: 3D
CUPA Code: CM8550
Exempt: Yes or No Census Code: 005
Job Class Code: 67188
Range: 4
Effective Date:
Approved Title:
Employee Signature
(Employee signs and sends to HR for personnel file after PDQ has been “final” stamped for approval)
Rev: 12/1/2008
Position Description – 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 Director , Marketing and Communications, provides and implements a strategic and integrated
marketing and communications plan for the Division of Health Sciences (DHS) and the University of
Nevada School of Medicine (UNSOM) at the University of Nevada, Reno (UNR). The Director
develops, leads, implements, and manages a plan designed to provide consistent visual identity,
organizational voice, and institutional messaging on health science matters. An integrated marketing
plan increases, strengthens, and improves internal and external relationships with constituents and
stakeholders, generates revenue, and increases patient base for the clinical practice of UNSOM, and
increases philanthropic giving for UNSOM and DHS. The position acts as chief communications
officer and spokesperson on statewide UNSOM and DHS public relations matters and serves as
liaison with communications peers at the University, affiliated hospitals, community partners, and
other organizational stakeholders. The Director is responsible for staff supervision and budget
management. The position reports to the Vice President, DHS/Dean, UNSOM.
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).
45% - Communications/Public Relations
 Proactively seek positioning opportunities at the state, regional and national level for UNSOM
and DHS
 Oversee communications including public relations, alumni publications, social media and
collateral materials. Ensures all marketing communications are coordinated, support marketing
plan objectives and are an effective expenditure of resources
 Guide the production of communications including web, print, video, broadcast and social
 Oversee the development and enhancement of DHS and UNSOM website(s) consistent with
University standards and report regularly on usage; maximize use of website and social media
to increase online presence and brand awareness
 Oversee external communications with diverse audiences including prospective patients,
students, faculty and alumni
 Work with leadership and advancement team(s) to leverage medical school and health
sciences communications to greater advantage
 Serve as daily chief communications officer and spokesperson on statewide medical school
and health sciences public relations matters, working closely with university communications
professionals to achieve division objectives and strategies
 Manage internal communications programs and strategies
 Serve as liaison with communications peers at affiliated hospitals, community partners and
other organizational stakeholders
30% - Strategic Planning for Marketing
 Lead the overall marketing planning process and drive alignment within the School of Medicine
and Division of Health Sciences
 Recommend, develop and execute marketing improvement programs for departments and
schools of the Division of Health Sciences
 Use statistical data to define historical patterns, identify demographics and trends to improve
effectiveness of marketing plan and relationship to institutional performance goals
Position Description – Director, Marketing and Communications
Page 3
Manage identity and graphic standards consistent with University standards
Direct the School of Medicine/Division of Health Sciences integrated marketing strategies and
Develop and implement short-term and long-term strategies, and related policies and
Develop a plan and strategies for social media marketing
Develop and implement a website strategy for information architecture, content creation, and
multimedia publishing
Collaborate with communication colleagues and Information Technology (IT) to ensure
acquisition and/or development and implementation of software and hardare applications
needed for marketing
Support and collaborate on development activities
Establish metrics for analyzing the effectiveness of marketing and communications plans and
report results to division leadership
15% - Branding and Advertising
 Develop and implement plans for increasing brand awareness, brand positioning, graphic
standards, and differentiation from competition, in collaboration with University marketing
 Lead an identity and branding initiative for the School of Medicine and the health sciences
 Research, analyze, recommend and use targeted methods of advertising to capture market
10% - Supervision
 Manage career development and optimize work output of staff
 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 position has a high level of autonomy in decision making related to the advertising and marketing
of the DHS , UNSOM, and Practice Plan. This requires significant collaboration with division
leadership to arrive at informed decisions on communications and marketing short and long-term
strategies. The position makes recommendations for allocation of funding for marketing projects and
plans. The Director works closely with the VP, HS, department chairs within DHS and UNSOM, and
Integrated Clinical Services (ICS) Board of Directors on creation of strategic marketing plans and their
By developing and implementing strategic integrated marketing and communications efforts, UNSOM
will have a greater ability to raise its profile and gain recognition for the excellence in teaching and for
innovative research and quality health care that is provided by DHS and UNSOM. The
communications initiatives orchestrated by this individual and his/her team will enhance the reputation
and visibility of the statewide UNSOM and DHS which can positively affect their overall credibility,
reputation for quality scholarship and teaching; public and private funding levels; ability to attract and
retain faculty, researchers and students; and success in attracting Nevada’s communities to access
quality health care through medical school clinical operations.
Position Description – Director, Marketing and Communications
Page 4
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, principles of marketing, integrated marketing communications principles
 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
Staff management
Strong team orientation
Strategic communications planning and implementation
Strong client satisfaction and results orientation
Strong interviewing, writing, editing and media "pitching" skills
Development and implementation of effective verbal and written communication vehicles for
diverse stakeholders
High level of technological literacy
Design software and analytic tools
Leadership skills
Organizational, collaborative skills and diversity sensitivity
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 internal constituencies in order to define
and accomplish common goals
 Manage a budget
 Plan and manage multiple marketing programs and services
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.
Executive leadership/VP/Dean
Clinical Operations leadership
Department Chairs
PR/Creative professionals
Development Directors (DAR)
Integrated Marketing and Media
Relations Offices
Reason for Contact
To develop and implementation of plans for advancement of the
school and division
To provide communications support to share research
To implement marketing strategies to support financial goals
To advise and provide support for communications needs
To lead, manage and direct activities
To coordinate and provide information about opportunities for
To coordinate advertising and marketing of DHS/UNSOM
Position Description – Director, Marketing and Communications
Medical community leaders
Prospective Patients
Elected Officials/Staff
Media professionals
Page 5
Reason for Contact
To form partnerships for collaborative marketing
To gather research for marketing campaigns
To gather information or provide information on shared issues
To establish relationships for release of information
To engage alumni to increase their 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.
Minimum educational level, including appropriate field, if any.
Bachelor’s Degree from a regionally accredited institution with emphasis in journalism,
advertising, or marketing
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 five years or a Master’s Degree and three years of experience
in marketing, public or media relations management or integrated marketing
Preferred Licenses or Certifications: None
Indicate any license or certificate required for this position.