Communications and Marketing Professional
Responsible for the design, delivery, and implementation of communications and marketing functions and creating independent original content. Demonstrates a level of expertise in one or more areas or mediums. May oversee the work of others; however, this is secondary to the function of the role. Competencies for this role are usually gained through formal education, specialized training, and/or experience in a program or specialty area specific to the position responsibilities. Specialized and progressively responsible experience is required as the level increases.
Typical Functions
Typical functions listed below are examples of work performed by positions in this role and are not intended to be all-inclusive. Some duties may overlap levels; however, the preponderance of the work will be assessed when assigning positions to specific levels.
Creative Work
- Plans, designs, develops, and creates content and creative pieces delivered in one or more of the following areas: marketing and advertising, graphic and multimedia design, broadcasting, public relations, web site design and social media communications, creative/technical or scientific writing and editing, photography, and video and audio filming and\or production.
- Creates communications, marketing, technical, promotional, and creative materials delivered through various mediums to promote and communicate the vision, mission, goals, programs, services, and achievements of the organization.
- Creates cohesive content from various sources.
- Communicates and translates complex and technical information and subject matter in a way that can be easily consumed by a target audience.
- Writes speeches.
- Develops presentations.
- Provides content for prominent websites and social media outlets.
- Participates in the design, coordination, development, and presentation of advertising campaigns.
Creative Work
- Generates creative and original ideas to produce content.
- Assumes artistic and creative control on assigned projects.
- Provides creative leadership.
Style, Branding, & Editing
- Edits content for stylistic and brand consistency.
- Edits content to improve structure and flow.
- Ensures consistency and creative, stylistic, and branding standards are met.
- Provides quality assurance by checking facts and reviewing proofs.
Project Management
- Creates and manages project plans and schedules.
- Leads the work of others in a project.
- Estimates and maintains project budgets.
- Manages projects and prioritizes work to meet deadlines.
Client Consultation
- Consults with clients, analyzes and assesses needs, and develops plans to best communicate their needs and objectives.
- Develops and implements creative solutions to communication problems.
Supervision
- Provides work direction as project lead.
- Coordinates and supervises deliverables from freelance consultants.
- Supervises staff.
Strategy
- Participates in the planning and development of communication and marketing strategies.
- Develops integrated communications and marketing plans.
- Participates in strategic communications to enhance the University’s image.
Research/Analytics
- Conducts extensive research in the creation of content.
- Analyzes data and produces reports on the effectiveness of marketing.
- Makes recommendations based on research and analysis.
- Develops key metrics for assessment.
Data/Archiving
- Develops and implements a long-term plan for archiving content.
- Accesses external and maintains internal communication-related databases.
Knowledge, Skills, Abilities (KSAs)
Listed below are the minimum requirements for this role. KSAs will become more advanced as the level increases and will vary depending on the requirements of the position.
- Knowledge in a specific area of specialty.
- Communication skills.
- Customer service skills.
- Skills in industry-standard software.
- Ability to communicate with multiple audiences.
- Ability to exhibit sound judgment.
- Ability to work on multiple projects simultaneously.
- Ability to produce creative content.
Level Descriptions
Communications and Marketing Professional 1
- Performs tasks using established methods, principles, concepts, and procedures related to a specialized field.
- Determines the best way to communicate with the audience using the most effective mechanism to create and distribute information.
- Works independently in creating and developing original content.
- Analyzes problems and develops solutions using professional judgment.
- Work is guided by objectives and expected outcomes with general direction.
Education/Experience
Typically requires a bachelor’s degree in a relevant field, or an equivalent combination of education, training, and experience.
Licenses/Certifications
Applicable certification may be required.
Market Range: MR09
Communications and Marketing Professional 2
- Performs varied duties and assignments involving professional judgment.
- Works on complex assignments requiring evaluation, originality, and ingenuity in approach.
- Decides creative direction and visual tone of materials.
- Decides on design format that works within budgets and aligns with overall marketing plans.
- Integrates multiple sources to create a cohesive communications/marketing plan.
- Work assignments generally have a moderate to high visibility profile, scope, and impact.
Education/Experience
Typically requires a bachelor’s degree in a relevant field and two years of relevant experience, or an equivalent combination of education, training, and experience.
Licenses/Certifications
Applicable certification may be required.
Market Range: MR10
Communications and Marketing Professional 3
- Senior-level individual contributor in a specialty area, or generalist with direct reports.
- Works on complex assignments and responsibilities where outcomes are defined, but methods and procedures are based on professional judgment.
- Decides on creative direction and visual tone of materials while considering overall strategies of university.
- Integrates multiple sources to create cohesive and complex strategic communications and marketing plans.
- Work assignments generally have a highly visible profile scope and impact.
- Assists with crisis communication or acts in an advisory role.
Education/Experience
Typically requires a bachelor’s degree in a relevant field and four years of relevant experience, or an equivalent combination of education, training, and experience.
Licenses/Certifications
Applicable certification may be required.
Market Range: MR11
Effective Date: January 4, 2021
