Job Summary
An experienced and visionary leader, the Executive Creative Director (ECD) translates marketing and communications strategies into compelling creative concepts and expressions to consistently and effectively bring the UMass brand to life.
This role reports to the Chief Marketing Officer (CMO) and is a member of the MarCom leadership team. The ECD has exceptional leadership skills and a strong background in audience segmenting and storytelling. The role leads creative efforts across multiple platforms including magazine, print, digital, writing and editing, and video and photography.
The ECD directs and develops compelling, best-in-class, strategic and effective solutions that set the creative standard for university marketing material. As the strategic leader for the MarCom creative team, the ECD partners closely with colleagues in University Relations and collaborates effectively with schools, colleges and university-wide units, and external partners. This position builds on brand architecture (verbal and visual) to generate creative communications that grow UMass Amherst’s brand awareness and enhance our reputation.
Essential Functions
- Lead and manage the creative team, including designers, writers, editors, video producers and photographers, ensuring high quality output across all platforms.
- Lead the creative process from concept to execution, guiding and mentoring the team in developing innovative and impactful materials, including the UMass magazine, digital content, print collateral and multimedia and brand campaigns and other high-level initiatives.
- Provide strategic vision for the over-arching brand direction, guiding the planning, execution and optimization of brand initiatives and campaigns to ensure alignment with brand architecture.
- Collaborate with peers on the MarCom leadership team and University Relations to reinvigorate and execute a comprehensive communication and marketing brand strategy for the campus.
- Develop and maintain strong working relationships across the campus. Guide and support schools, colleges, and campus units on brand strategies, solutions and executions to meet their communications and marketing objectives. Effectively share, present and communicate across campus on creative best practices.
- Select and manage the work of outside agency partners and other suppliers, working closely to ensure all creative is in alignment with brand strategies and guidelines.
- Ensure consistent and unified brand identity across all deliverables and platforms/channels. Ensure all internal and external communications are consistent with brands voice, tone and visual identity.
- Continue to refresh assets to optimize performance and reduce fatigue. Measure effectiveness of brand initiatives and campaigns and provide regular reports and insights to senior leadership to inform brand strategy and creative direction.
- Stay ahead of creative and technical trends. Help the team innovate with new techniques and tactics so UMass is at the forefront in terms of strategy, tactics, organization, tools and processes.
Minimum Qualifications
- A minimum of 10 years' experience in design, brand development and multimedia leadership.
- Experience leading large and diverse creative teams in a complex organization with demonstrated ability in advancing organizational goals.
- Experience working in an iterative and collaborative environment, directing alongside marketing leaders, creative designers and concept developers.
- Extensive hands-on experience: conceptual storyteller with proven ability to concept, write and direct creative for full marketing campaigns and specific marketing materials, including digital, multimedia, print and video.
- Exceptional client service.
- Ability to think creatively, strategically and critically to balance business objectives with user needs.
- Extensive experience in both producing and directing design, copy and artwork with agencies and freelancers.
- Strong analytical skills and ability to apply them to creative work.
- Achievement in building, mentoring and leading a high-performing team of creatives. Understands and contributes to implementation of departmental and institutional goals for achieving non-discrimination and creating a respectful, inclusive environment that is supportive of diversity.
- High level of aesthetic sense with a critical eye and sharp attention to detail.
- Exceptional communication skills, both verbal and written.
- Deep understanding and application of marketing trends and modern marketing technology.
Preferred Qualifications
- MFA preferred.
- Experience with magazine production and publishing.
- Experience in social media content creation.
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