Bucknell University
Vice President, Strategic Communications and Marketing
Bucknell University, Lewisburg, Pennsylvania, United States, 17837
Vice President, Strategic Communications and Marketing
Bucknell University is excited to announce and invite nominations and applications for its search for the Vice President for Strategic Communications and Marketing. This pivotal leadership role, reporting directly to the President, offers a unique opportunity to shape the future narrative and strategic direction of the University. This role comes at a time when higher education is profoundly changing, from shifting demographics and public perceptions to emerging technologies and evolving student expectations. Bucknell seeks a Vice President who can navigate this dynamic landscape, proactively shaping narratives that convey a Bucknell education's enduring value and relevance. Bucknell University seeks a visionary, and collaborative leader to serve as its Vice President for Strategic Communications and Marketing. This essential role will provide comprehensive leadership for all institutional communications and marketing efforts, shaping and amplifying Bucknell's narrative at a transformative moment in its history. The Vice President will define and articulate a compelling vision for integrated communications, ensuring a consistent message and strong visual identity that strengthens Bucknell's position with all key constituents, fostering inclusive student and employee experiences that ensure a sense of belonging across the community. As Bucknell embarks on enhancing internal communication strategies, a comprehensive fundraising campaign, and innovative academic, admissions, and student-centric retention strategies, the Vice President will orchestrate and propel forward all strategic communications, bringing deep expertise and visionary acumen to ensure the success of these critical endeavors. Key Opportunities and Outcomes
Presidential Counsel & Strategic Advisor: Serve as the primary strategic communications advisor to the President, providing timely, direct, and insightful advice that enhances the President's critical role in communicating Bucknell's vision, priorities, and impact. Partner with the President on messaging to ensure his "voice" is consistent and congruent. Visionary Leadership & Strategic Planning: Provide visionary leadership for Bucknell's comprehensive and integrated strategic marketing and communications plan, aligning all efforts with the University's overarching goals and priorities, and championing communication strategies that create inclusive student and employee experiences and foster a strong sense of belonging. Craft compelling stories that elevate the voices of students, faculty, staff, alums, and the broader community, illustrating Bucknell's transformative impact and creating authentic, emotional connections with diverse audiences. Strengthen Commitment to Inclusive Excellence: Develop and implement communication strategies that reflect and reinforce Bucknell's commitment to diversity, inclusion, and belonging. Ensure that messaging and storytelling authentically represent the diverse experiences and contributions within the University community, building trust and a sense of belonging for all audiences. Integrated Brand Management & Communications Strategy: Exercise ultimate responsibility for the strategic direction, content, and design of all Bucknell communications materials and tools across all formats for all internal and external audiences, ensuring absolute consistency in messaging, branding, and visual identity. Create a strategic communication and marketing plan that is dynamic, innovative, and reflects the mission and priorities of the University. Help articulate and refine Bucknell's unique value proposition in the national higher education landscape, differentiating the institution in ways that resonate deeply with prospective students, families, alums, donors, and external partners. Organizational Leadership & Team Development: Develop and lead a high-performing communications and marketing organization, fostering a culture of creativity, collaboration, and responsiveness. Recruit, retain, and develop a diverse and talented team that provides highly professional and strategic communications and marketing support services across the University, including but not limited to the President's Office, University Advancement, Enrollment Management, Bucknell's three colleges, and the Board of Trustees. Digital Ecosystem & Innovation: Create and implement a forward-looking operational model that optimizes the central role of the University's digital presence, including web, video, and social media, as a dynamic and cohesive communications platform. Drive innovation in digital storytelling and engagement, leveraging emerging technologies to amplify Bucknell's reach and impact. Explore the thoughtful use of emerging technologies, including AI, to enhance storytelling, personalize engagement, and streamline content creation, balancing innovation with ethical considerations and brand integrity. Strategic Communications Orchestration: In concert with other departments, strategically plan, lead, and manage comprehensive communications and marketing initiatives to advance key University areas in all relevant formats. Partner closely with University Advancement and Enrollment Management to develop data-informed communication strategies that drive philanthropic support and effectively recruit, yield, and retain diverse cohorts of students. This includes but is not limited to: Presidential and Board of Trustee communications, including speeches, presentations, and related event planning. Visionary messaging that unites faculty, staff, and students in a shared commitment to our mission. Proactive and reactive national media strategy. Lead the design and execution of a transformative communication strategy, engaging top-tier thought leaders in higher education, to bolster Bucknell University's and its three colleges' national prestige and ranking ascent. University academic, athletic, cultural, and brand defining publications. Strategic use of video and new media for institutional communications and marketing. Admissions communications, with a particular focus on student recruitment, retention, and yield strategies. University relations communications for alumni, parents, volunteers, and development. Comprehensive campaign communications that inspire engagement and philanthropic support. Crisis communications and issues management. Stakeholder Engagement & Partnership: Work closely with the President, Senior Staff, and other key stakeholders to identify and optimize the impact of communications across all channels and audiences, fostering strong, collaborative partnerships throughout the University to achieve shared strategic objectives. Internal Communications & Community Building: Develop and implement a sustained, substantive, and proactive internal communications program that monitors campus issues, fosters transparency, and provides timely information to all students, faculty, staff, and support personnel through all appropriate formats, including web, electronic, and other media, promoting a sense of shared purpose, enhanced shared governance, and community. Serve as a change leader, guiding internal stakeholders through transitions with transparent, empathetic, and clear communication that builds trust, reduces uncertainty, and fosters a unified institutional culture. Measurement, Evaluation & Continuous Improvement: Incorporate sound research practices and data analytics in the development, implementation, and evaluation of communications and marketing strategies, benchmarking activities against peer institutions and national educational trends to ensure continuous improvement and best practices. Define clear KPIs and success metrics for communications and marketing initiatives, using analytics to inform decision-making and demonstrate ROI to University leadership and stakeholders. Reputation Management & Crisis Leadership: Lead campus and media responses to potential and actual crises, working collaboratively with appropriate University administrators to determine effective spokespersons and messages, and serving as a primary spokesperson when appropriate. Anticipate and navigate reputational challenges from shifting public perceptions of higher education, proactively addressing misinformation, and engaging diverse audiences with authenticity and transparency. Community Relations: Work with administrators supporting other University and local leaders to foster positive community relations and amplify Bucknell's role as a civic anchor. Minimum Qualifications
While each candidate will bring a unique combination of skills and experiences, the ideal candidate will possess the following professional qualifications and personal characteristics: Strategic Communications and Marketing Leadership:
A minimum of 10 years of progressive leadership experience in institutional or corporate marketing and communications, preferably within a complex organization. Demonstrated success in leading, envisioning, and implementing strategic communications programs that have successfully amplified an institution's visibility, strengthened its narrative, and engaged diverse audiences. Executive Presence & Strategic Counsel:
Proven experience in directly supporting a president or senior executive, providing direct and honest counsel, and effectively engaging institutional leaders as principal communicators. Exceptional diplomacy, discretion, and judgment, with the ability to serve as a professional and trusted representative of the university. Higher Education Acumen:
While direct experience in higher education is not a strict requirement, the successful candidate must possess a comprehensive understanding of the higher education ecosystem, its challenges, and external forces impacting it, coupled with a deep appreciation for the academic mission and values of a liberal arts university. Brand Storytelling & Digital Fluency:
Intimate familiarity with strategies, tactics, and tools that support an effective communications discipline, including advanced knowledge of institutional positioning, brand content, social media, AI, CRM/analytics, and other forms of digital communications. Experience creating a compelling, overarching message platform for an institution with distinctive messages and channels for a wide variety of audiences. Crisis & Reputation Management:
A proven track record of leading real-time crisis communications and a sophisticated approach to issues management, along with broad experience in perception management and media relations. Collaborative & Inspiring Leadership:
A leadership style that motivates staff and generates enthusiasm and innovation, fostering an environment that rewards new ideas, creativity, and risk-taking. Demonstrated ability to build strong, collaborative partnerships and engage diverse constituents to achieve shared goals, with a highly visible and accessible management style. Data-Driven Decision Making:
An aptitude for using data and metrics in decision-making and evaluating the success of programs and campaigns. Personal Qualities:
High levels of intellectual curiosity, emotional intelligence, integrity, credibility, and drive. An entrepreneurial spirit, a resilient attitude, ambition, compassion, strength, a sense of urgency, and tolerance for ambiguity. A strong commitment
Bucknell University is excited to announce and invite nominations and applications for its search for the Vice President for Strategic Communications and Marketing. This pivotal leadership role, reporting directly to the President, offers a unique opportunity to shape the future narrative and strategic direction of the University. This role comes at a time when higher education is profoundly changing, from shifting demographics and public perceptions to emerging technologies and evolving student expectations. Bucknell seeks a Vice President who can navigate this dynamic landscape, proactively shaping narratives that convey a Bucknell education's enduring value and relevance. Bucknell University seeks a visionary, and collaborative leader to serve as its Vice President for Strategic Communications and Marketing. This essential role will provide comprehensive leadership for all institutional communications and marketing efforts, shaping and amplifying Bucknell's narrative at a transformative moment in its history. The Vice President will define and articulate a compelling vision for integrated communications, ensuring a consistent message and strong visual identity that strengthens Bucknell's position with all key constituents, fostering inclusive student and employee experiences that ensure a sense of belonging across the community. As Bucknell embarks on enhancing internal communication strategies, a comprehensive fundraising campaign, and innovative academic, admissions, and student-centric retention strategies, the Vice President will orchestrate and propel forward all strategic communications, bringing deep expertise and visionary acumen to ensure the success of these critical endeavors. Key Opportunities and Outcomes
Presidential Counsel & Strategic Advisor: Serve as the primary strategic communications advisor to the President, providing timely, direct, and insightful advice that enhances the President's critical role in communicating Bucknell's vision, priorities, and impact. Partner with the President on messaging to ensure his "voice" is consistent and congruent. Visionary Leadership & Strategic Planning: Provide visionary leadership for Bucknell's comprehensive and integrated strategic marketing and communications plan, aligning all efforts with the University's overarching goals and priorities, and championing communication strategies that create inclusive student and employee experiences and foster a strong sense of belonging. Craft compelling stories that elevate the voices of students, faculty, staff, alums, and the broader community, illustrating Bucknell's transformative impact and creating authentic, emotional connections with diverse audiences. Strengthen Commitment to Inclusive Excellence: Develop and implement communication strategies that reflect and reinforce Bucknell's commitment to diversity, inclusion, and belonging. Ensure that messaging and storytelling authentically represent the diverse experiences and contributions within the University community, building trust and a sense of belonging for all audiences. Integrated Brand Management & Communications Strategy: Exercise ultimate responsibility for the strategic direction, content, and design of all Bucknell communications materials and tools across all formats for all internal and external audiences, ensuring absolute consistency in messaging, branding, and visual identity. Create a strategic communication and marketing plan that is dynamic, innovative, and reflects the mission and priorities of the University. Help articulate and refine Bucknell's unique value proposition in the national higher education landscape, differentiating the institution in ways that resonate deeply with prospective students, families, alums, donors, and external partners. Organizational Leadership & Team Development: Develop and lead a high-performing communications and marketing organization, fostering a culture of creativity, collaboration, and responsiveness. Recruit, retain, and develop a diverse and talented team that provides highly professional and strategic communications and marketing support services across the University, including but not limited to the President's Office, University Advancement, Enrollment Management, Bucknell's three colleges, and the Board of Trustees. Digital Ecosystem & Innovation: Create and implement a forward-looking operational model that optimizes the central role of the University's digital presence, including web, video, and social media, as a dynamic and cohesive communications platform. Drive innovation in digital storytelling and engagement, leveraging emerging technologies to amplify Bucknell's reach and impact. Explore the thoughtful use of emerging technologies, including AI, to enhance storytelling, personalize engagement, and streamline content creation, balancing innovation with ethical considerations and brand integrity. Strategic Communications Orchestration: In concert with other departments, strategically plan, lead, and manage comprehensive communications and marketing initiatives to advance key University areas in all relevant formats. Partner closely with University Advancement and Enrollment Management to develop data-informed communication strategies that drive philanthropic support and effectively recruit, yield, and retain diverse cohorts of students. This includes but is not limited to: Presidential and Board of Trustee communications, including speeches, presentations, and related event planning. Visionary messaging that unites faculty, staff, and students in a shared commitment to our mission. Proactive and reactive national media strategy. Lead the design and execution of a transformative communication strategy, engaging top-tier thought leaders in higher education, to bolster Bucknell University's and its three colleges' national prestige and ranking ascent. University academic, athletic, cultural, and brand defining publications. Strategic use of video and new media for institutional communications and marketing. Admissions communications, with a particular focus on student recruitment, retention, and yield strategies. University relations communications for alumni, parents, volunteers, and development. Comprehensive campaign communications that inspire engagement and philanthropic support. Crisis communications and issues management. Stakeholder Engagement & Partnership: Work closely with the President, Senior Staff, and other key stakeholders to identify and optimize the impact of communications across all channels and audiences, fostering strong, collaborative partnerships throughout the University to achieve shared strategic objectives. Internal Communications & Community Building: Develop and implement a sustained, substantive, and proactive internal communications program that monitors campus issues, fosters transparency, and provides timely information to all students, faculty, staff, and support personnel through all appropriate formats, including web, electronic, and other media, promoting a sense of shared purpose, enhanced shared governance, and community. Serve as a change leader, guiding internal stakeholders through transitions with transparent, empathetic, and clear communication that builds trust, reduces uncertainty, and fosters a unified institutional culture. Measurement, Evaluation & Continuous Improvement: Incorporate sound research practices and data analytics in the development, implementation, and evaluation of communications and marketing strategies, benchmarking activities against peer institutions and national educational trends to ensure continuous improvement and best practices. Define clear KPIs and success metrics for communications and marketing initiatives, using analytics to inform decision-making and demonstrate ROI to University leadership and stakeholders. Reputation Management & Crisis Leadership: Lead campus and media responses to potential and actual crises, working collaboratively with appropriate University administrators to determine effective spokespersons and messages, and serving as a primary spokesperson when appropriate. Anticipate and navigate reputational challenges from shifting public perceptions of higher education, proactively addressing misinformation, and engaging diverse audiences with authenticity and transparency. Community Relations: Work with administrators supporting other University and local leaders to foster positive community relations and amplify Bucknell's role as a civic anchor. Minimum Qualifications
While each candidate will bring a unique combination of skills and experiences, the ideal candidate will possess the following professional qualifications and personal characteristics: Strategic Communications and Marketing Leadership:
A minimum of 10 years of progressive leadership experience in institutional or corporate marketing and communications, preferably within a complex organization. Demonstrated success in leading, envisioning, and implementing strategic communications programs that have successfully amplified an institution's visibility, strengthened its narrative, and engaged diverse audiences. Executive Presence & Strategic Counsel:
Proven experience in directly supporting a president or senior executive, providing direct and honest counsel, and effectively engaging institutional leaders as principal communicators. Exceptional diplomacy, discretion, and judgment, with the ability to serve as a professional and trusted representative of the university. Higher Education Acumen:
While direct experience in higher education is not a strict requirement, the successful candidate must possess a comprehensive understanding of the higher education ecosystem, its challenges, and external forces impacting it, coupled with a deep appreciation for the academic mission and values of a liberal arts university. Brand Storytelling & Digital Fluency:
Intimate familiarity with strategies, tactics, and tools that support an effective communications discipline, including advanced knowledge of institutional positioning, brand content, social media, AI, CRM/analytics, and other forms of digital communications. Experience creating a compelling, overarching message platform for an institution with distinctive messages and channels for a wide variety of audiences. Crisis & Reputation Management:
A proven track record of leading real-time crisis communications and a sophisticated approach to issues management, along with broad experience in perception management and media relations. Collaborative & Inspiring Leadership:
A leadership style that motivates staff and generates enthusiasm and innovation, fostering an environment that rewards new ideas, creativity, and risk-taking. Demonstrated ability to build strong, collaborative partnerships and engage diverse constituents to achieve shared goals, with a highly visible and accessible management style. Data-Driven Decision Making:
An aptitude for using data and metrics in decision-making and evaluating the success of programs and campaigns. Personal Qualities:
High levels of intellectual curiosity, emotional intelligence, integrity, credibility, and drive. An entrepreneurial spirit, a resilient attitude, ambition, compassion, strength, a sense of urgency, and tolerance for ambiguity. A strong commitment