Job Summary/Basic Function: The Assistant Vice President collaborates closely with the head of Philanthropic Giving, and the Senior Directors of Advancement Services, Prospect Research, and Alumni Relations. Reporting directly to the Vice President of Development & External Affairs, the Assistant Vice President will collaborate with the President, the Provost, the Head of Enrollment Management, and other College leaders, including faculty and administrative heads to optimize internal and external stakeholder awareness of TC. The Assistant Vice President will serve as a valued source of marketing, communications and fundraising expertise and guidance to the entire Development & External Affairs team.
Department Leadership and Management
Transform an external communications operation into an integrated marketing communications operation
Create a five-year strategic marketing and communications plan that supports the DEA office’s goals of increasing global awareness of TC and growing the philanthropic support from a $40MM annual run rate to $100MM by FYE2026; plan will identify specific annual goals that support the College’s strategic plan and a timeline for tracking achievement.
Collaborate with the VP of DEA to lead the College through a bottom-up branding exercise in year 1; develop an internal communications campaign to promote the results and raise awareness of TC Generations roles and services to support unit activities to ensure brand consistency.
Drive marketing and communications excellence and performance management to maximize return on the College’s marketing and communications investments, while ensuring high levels of communication campaign effectiveness and efficiency that result in revenue lead generation and conversation.
Review and revise as needed existing operational processes, marketing policies, analytical models and actionable plans to maximize the return on marketing investment
Develop team and individual staff goals, plans, and performance measures, and monitor activity and progress toward those goals
Lead, manage, and mentor staff to ensure that they each hit goals
Represent the VP of Development & External Affairs at meetings, community events and on committees/task forces, as assigned
Communicate effectively with others with a positive attitude-a sense of humor is essential
Serve as a valued source of marketing and communications expertise and guidance within the division, particularly in the structuring of marketing and communication campaigns to raise awareness of TC content to internal and external audiences that result in measurable outputs and revenue generation
With the VP for Development & External Affairs, help manage the work of key volunteers as they assist in the cultivation and solicitation of major gift prospects
Achieve goals, metrics and other critical KPIs related to revenue and donor retention, new revenue and donor acquisition, media and influencer interests and audience awareness and engagement.
Lead and/or advise on the benchmarking, design and implementation of campaigns as needed
Promote teamwork and both community- and donor-centered principles when developing strategies for communications and marketing
Work with the Donor Relations & Stewardship team to personalize acknowledgements and stewardship reports
Develop and manage annual expense budget and revenue forecasts
Develop and publish a calendar to facilitate planning, manage workloads, eliminate conflicts, and ensure optimal supporter experience
Manage suppliers, including negotiating contracts, and recommend new solutions/ updates to tools
Develop business marketing processes, manage complex marketing programs and campaigns, establish executive dashboards, scorecard, other measurement tools, and develop infrastructure as needed to drive close loop marketing
Marketing & Communications
Build a team of omnichannel integrated marketing communications professionals to generate philanthropic revenue across all channels; grow revenue and donors with the priority on sustainers and digital
Manage Strategic Communications team’s efforts to add a Presidential Communications function and to formalize and build an internal communications function
Create and execute key integrated marketing campaigns to support College’s objectives around demand and lead generation, brand awareness, and donor retention
Create a content strategy and connected stories, ensuring each tie back to the Colleges positioning and central narrative and helps our audiences get useful information at every step of their journey. Define campaign objectives, target audiences, personas, and strategies to identity the optimum marketing mix of assets, events, and media.
Collaborate with Philanthropic Giving team to develop and clarify donor journeys
Collaborate with Prospect Research and Advancement Services to leverage data, insights, and nurture expertise to inform strategies and guide the planning, development and execution of integrated campaigns that drive awareness, engagement, revenue leads, and supporter loyalty
Define and plan highly targeted, integrated marketing communications by leveraging all channels that drive qualified leads and pipeline
Ensure all campaigns and marketing programs are flawlessly executed, highly effective, and completed on time and on budget
Develop required content for campaign deliverables through internal subject matter experts or through agency resources
Bachelor’s degree required. Advanced degrees and/or related certifications highly desired. Minimum 10 years of integrated marketing communications experience in the nonprofit sector with proven success in roles such as marketing management, marketing communications or direct response marketing.
Must have practical experience of developing successful campaigns across a wide range of channels, including print, broadcast and digital media, direct marketing, public relations, sales promotion, event management, channel development and relationship marketing.
Prior team management experience is a must. Prior responsibilities of hitting philanthropic revenue targets and experience in for-profit organizations are also pluses.
Demonstrated Skills and Competencies:
Integrated marketing, nonprofit professional possessing a combination of analytic and communication skills with excellent understanding of the full range of marketing techniques as they apply in a nonprofit environment, preferably in higher education or research medical centers.
Possess solid teamwork skills as they may be working with specialists from each of the marketing and communications disciplines; experienced at applying these skills in a complex nonprofit with a consultative culture
Demonstrated experience creating donor or constituent journeys from a lead or demand generation operation
Strong project management skills to lead and coordinate work of a wide range of different internal and external suppliers.
Demonstrated success in developing and executing marketing strategies, including the use of a customer relationship management (CRM) system. TC is implementing a Salesforce Marketing Cloud that will link to Blackbaud’s Raiser’s Edge.
Demonstrated experience in digital analytics, Google Analytics, SEMRush, social media analytics, or similar, as well as integrated marketing platforms.
Demonstrated success in change management in a large, complex nonprofit environment
Experience in developing marketing and communications materials, with the aim of generating leads for philanthropic revenue and to augment enrollment management’s efforts.
Ability to work in a complex, fast-paced and resource lean environment serving multiple stakeholders
Solid data analysis skills and ability to synthesize and draw actionable conclusions from data.
Excellent ability to effectively communicate and exchange information.
Proven leadership skills, including the ability to work with volunteers and senior staff
Strong interpersonal skills and the ability to work well within a team environment
Discretion in dealing with confidential information and demonstrated a willingness to uphold high ethical standards
Experience recruiting, managing, and retaining marketing and communications teams
Exceptional interpersonal communications skills and the ability to write persuasively and effectively for varied audiences
Building consensus and handling sensitive matters with tact, discretion, and humanity
Attention to detail
Experience using databases required; technology expertise
Teachers College, Columbia University, is the oldest and largest graduate school of education in the United States, and also perennially ranked among the nation's best. Its name notwithstanding, the College is committed to a vision of education writ large, encompassing our four core areas of expertise: health, education, leadership and psychology.