Job Requisition Number: 23931. The College of Engineering at UC Berkeley is recognized for its educational and research excellence, consistently ranking among the top three Engineering colleges in the United States. With more than 230 regular faculty members, 5,000+ graduate and undergraduate students located in seven academic departments, Engineering is the second largest college on the Berkeley campus. A multiunit Dean’s Office provides administrative, student services, development, and capital projects services. The College of Engineering occupies 14 buildings on the Berkeley campus and has extensive facilities at the Richmond Field Station. Operating expenditures for the College as a whole exceed $270 million annually. Research expenditures amounting to one-fourth of the Berkeley campus total are administered by the Engineering Research Support Organization (ERSO), which is part of campus shared services.
The College Relations Department supports the College’s major strategic initiatives and key priorities through an integrated program including substantial fundraising efforts, executive and college communications, marketing, signature events, outreach programs, design and advancement service along with other special projects as they arise. The College’s private fundraising efforts are designed to reach more than 65,000 alumni, friends, students, faculty, staff, foundations, corporations, and other major external partners. During the most recent fiscal year, FY2016-17, the College raised more than $92 million in private gifts from individuals, corporations, foundations, and other external partners.
Reporting to the Assistant Dean of College Relations, the Executive Director of Marketing & Communications (MarComm) strategically plans, directs, and evaluates the College’s extensive online and print communications and marketing initiatives. Major focus areas for the MarComm Executive Director and his/her team include the College’s top fundraising goals, Dean-level executive and strategic communications (i.e. white papers, op-eds, etc.), College media relations, and College-wide marketing and communications (i.e. College websites, social media, news digest, print and online magazine, signature events support, and special projects.
A key priority for the MarComm Executive Director and his/her team is to effectively translate the College of Engineering’s world-class research, path-breaking new technologies, and novel educational initiatives – in extremely compelling, exciting ways – to successfully inform and engage the College’s wide variety of constituents, many of whom have non-technical backgrounds.
The MarComm program targets and serves a broad array of College constituents including alumni, current students, prospective students, parents, donors, corporate and other external partners, media and press entities, faculty and staff, as well as the general public, with the goal of significantly expanding the base of interested and committed constituents. To this end, the Executive Director analyzes identified constituencies, and translates constituent needs and priorities into targeted marketing and communications strategies to create, enhance and sustain relationships with the College. As well, the Executive Director creates and implements high-impact news and information initiatives designed to inform and motivate the College’s constituents and enhance public perception of the College of Engineering.
50% Strategic Planning & Program Direction and Management:
A. Strategic Planning:
Consults with and advises the Dean, Assistant Dean and other College leadership on high-impact, compelling messaging strategies and executive communications. Crafts plans for maximizing positive results with key external and internal constituencies and for handling highly complex or sensitive subject matter or information. Creates strategic whitepapers, op-eds, and other material to support the Dean’s vision and priorities.
Works closely with the Dean, Assistant Dean, senior campus administration and other relevant campus contacts to develop and implement effective strategic plans that promote, advocate for, and highlight College and campus achievements, activities and programs Focuses on benefits to society provided by the College. Translates complex technical material into informative, engaging content for audiences – whether they are technically-sophisticated or non-technical.
Creates, develops and implements strategic, integrated marketing and communications to ensure optimum participation and engagement from external constituencies in support of College priorities and initiatives. Obtains advice and input from external constituencies regarding College issues and outreach strategies. Determines target constituent markets and develops marketing goals, objectives and strategic plans
Develops and implements market research instruments and benchmarking projects to collect information to promote the College. Plans and conducts surveys and other data-gathering as required for key strategic choices and direction-setting.
B. Program Direction and Management:
Guides, directs and manages five MarComm senior staff charged with designing, building and producing a wide range of MarComm program deliverables in a variety of media and formats. Selects, trains, leads and motivates staff, taking corrective action as necessary. Guides strong content and communications strategy, collaborating with MarComm team to showcase the College’s top initiatives, research breakthroughs, educational and technology innovations, and other significant achievements of the Berkeley Engineering community and ecosystem.
Ensures editorial consistency, quality and impact across all MarComm program efforts created for the College’s internal and external audiences, such as: *Executive Communications (i.e. Dean-level speeches, white papers, op-eds) *Print (i.e. magazine, brochures, major event announcements, key programs) *Digital (i.e. web, e-newsletters, social media, video, and other formats) *Media Relations (i.e. press releases, media inquiries, op-eds, etc.) *Special initiatives as may arise *Visual (i.e. design and brand issues across all elements noted above
Additional duties are noted below:
*Provides comprehensive budget development and administration. *Designs and manages programs to reach, serve and engage external constituents, using vehicles such as publications, electronic communications and social media channels, as well as innovative programs and services. *Motivates staff to produce high-quality, effective communications that successfully deliver the desired messages on time and on budget. *Sets strategic and editorial direction for the College’s case-stating and fundraising communications. *Establishes, promotes and ensures consistent application of the College’s brand identity. 15% Content Strategy and Editorial:
Leads a strategic process to identify, develop, select, and promote the College’s most engaging, path breaking, and innovative story ideas, news, etc. This content comes from across the entire Berkeley Engineering community and ecosystem (i.e. principally faculty, students, alumni and secondarily College partners, friends, benefactors).
*Plans, designs, and oversees the College’s content strategy and editorial principles to guide all aspects of the MarComm program. *Creates and maintains strong relationships and effective formal and informal systems to effectively discover myriad high quality, compelling College topics, and story ideas to engage the College’s key constituents. *Collaborates with the Director of Communications to develop, select and showcase the most outstanding College content, topics and story ideas. *Drives excellent content and editorial planning across the MarComm team to ensure strong, effective execution for all MarComm efforts.
15% Media Relations:
Builds and maintains excellent working relationships with key internal and external partners, typically at the highest level, including arranging meetings, events, campus visits or other opportunities to showcase the College and campus, serving as a strong advocate for institutional goals and objectives.
*Cultivates and maintains effective working relationships with faculty, senior administration and other personnel as sources for College news. *Consults with the Dean and College administrators on media relations and publicity strategies, including the interview process. *Collaborates with campus media relations to develop news releases, organize press conferences, arrange media appearances and respond to media inquiries. *Represents the College as an authorized spokesperson. *Establishes and maintains an environment of strict confidentiality.
10% Design and Online Communications:
Works closely with Web and Digital Communications Director and Design Associate to ensure maximum impact for the College’s communications design efforts and online communication channels.
Digital areas of focus include the College’s websites, news stories and external links, social media channels and email campaigns.
Design-related areas of focus include maintaining and improving our Berkeley Engineering branding and visual treatments for various programs – while also finding ways to simplify and economize on these efforts – via tools such as high-quality templates (for print and online) and program and event advertising (speaker posters, Annual Fund and Planned Giving ads for Berkeley Engineer, etc.).
10% Special Projects and other duties as assigned.*Strong, comprehensive knowledge of relevant external constituencies, including their composition and primary goals/objectives. *Strong knowledge of management principles, including personnel and budget administration, and advanced skill in implementing effective personnel and budget operations and practices. *Strong written, verbal, interpersonal communication and leadership skills, including attentive listening, and skills to think quickly and respond appropriately. *Strong skills in understanding constituency needs as related to institutional needs, and skills in designing solutions or strategies to achieve consensus. *Strong analytical and negotiation skills and political acumen. *Advanced skills to create, develop and implement comprehensive and effective long- and short-term strategic communication and marketing plans. *Advanced knowledge and understanding of all aspects of communications to effectively manage professional staff, including design concepts, various media, and publishing applications. *Thorough knowledge of market research and of current and emerging marketing trends and best practices, including strategies and technologies employing web-based resources. *Advanced skill in advocating for and representing the College to its various publics; advanced skill in making persuasive and compelling presentations of College priorities and goals. *Advanced knowledge of principles and concepts of journalism and media relations. *Advanced skills to ensure production of high-quality work within budget and time constraints. *Expert skills in problem recognition, avoidance and resolution. *Advanced skills to advise and consult management on all aspects of communications, including dealing effectively with sensitive or complex issues or information. *Skill to establish an environment of and maintain strict confidentiality. * Bachelors degree in related area and/or equivalent experience/training .
The University of California was chartered in 1868 and its flagship campus - envisioned as a "City of Learning" - was established at Berkeley, on San Francisco Bay. Today the world's premier public university and a wellspring of innovation, UC Berkeley occupies a 1,232 acre campus with a sylvan 178-acre central core. From this home its academic community makes key contributions to the economic and social well-being of the Bay Area, California, and the nation.