What are the responsibilities and job description for the Marketing Brand Manager position at University of Maryland Baltimore County?
Department name: UMBC University Communications and Marketing
Title of position: Marketing Brand Manager
Position type: FT, Regular, Exempt
Salary range: $83,000-$93,000, salary is commensurate based on qualifications and experience.
Location: UMBC Main Campus (Hybrid schedule may be available)
Position Overview:
University Marketing within the Division of University Communication and Marketing (UCM) is responsible for developing and implementing marketing plans intended to help the university reach its strategic goals. University Marketing works in partnership with administrative and academic units across campus to promote the UMBC brand, attract students, and position the university among key stakeholders and constituents.
The Marketing Brand Manager is responsible for executing a comprehensive brand strategy that builds and reinforces the institution’s identity across all platforms and target audiences. The role ensures consistency in messaging and visual identity while leveraging digital, social, and traditional media channels to enhance brand awareness and engagement. Working closely with internal teams and external partners, the Manager drives data-informed campaigns that align with the strategic marketing plan and overall institutional mission, delivering measurable outcomes and fostering cross-functional collaboration.
Description of responsibilities:
- Execute Strategic Brand Initiatives: Develop and implement integrated brand strategies that elevate market position and drive engagement with key audiences (e.g., prospective students, alumni, faculty, community partners) using data-driven insights.
- Development of Creative and Digital Assets: Coordinate the creative development process in collaboration with internal teams and external agencies; manage content and copywriting, social media, and traditional advertising campaigns to ensure alignment with brand identity.
- Maintain Brand Consistency: Serve as brand steward by reviewing and facilitating the approval process for marketing and advertising materials, ensuring visual and messaging consistency across all media.
- Monitor Performance and Optimize Tactics: Utilize market research, analytics, and KPI tracking to assess campaign performance and adjust strategies for maximum impact and ROI.
- Manage Vendor and Procurement Processes: Coordinate with external vendors and agencies, oversee the procurement of advertising placements, manage contracts, and ensure adherence to budgetary guidelines.
- Facilitate Cross-Functional Collaboration: Act as a consultant to internal departments, providing training and support for brand usage and ensuring that all initiatives are seamlessly integrated into the broader marketing strategy.
- Other duties as assigned
Required qualifications:
- Bachelor’s degree preferably in Business Administration, Marketing, Communication or related field
- Five years of professional marketing experience including brand management
- Demonstrated success in implementing established comprehensive brand strategies
- Strong project management skills with the ability to manage multiple initiatives simultaneously
- Proficiency with marketing automation systems and digital marketing platforms
- Advertising and email copywriting experience
- Knowledge of current trends in digital marketing and social media as well as traditional mass media
- Excellent analytical, written and verbal communication skills
- Experience with market research and data analytics tools
Preferred qualifications:
- Master’s degree preferably in marketing, business administration, communication or related field
- Experience with Salesforce Marketing Cloud
- Experience with Wordpress CMS
Salary : $83,000 - $93,000
