Director, Brand and Messaging

PositionSummary:

The Director Brand and Messaging is responsible for translating Vanderbilt Universitys institutionalbranddirectionintoclearcohesiveandactionablemessagingandnarrative frameworks that guide communications and marketing efforts across the university.

Working in close partnership with the Vice Chancellor and senior leadership this role operationalizestheuniversitysbranddirectionensuringinstitutionalprioritiespositioningand messaging are consistently expressed across campaigns storytelling executive communications and enterprise initiatives.

The Director develops and maintains the universitys messaging architecture supports alignmentacrossschoolsandadministrativeunitsandensuresVanderbiltsvoiceremains clear consistent and differentiated in a complex and decentralized environment.

Inadditionthisroleleadsbrand-focusedinitiativesandprogramsthatstrengthenmessaging clarity institutional alignment and consistent application of the universitys brand direction across the institution.

Aboutthe Work Unit:

The Communications and Marketing team at Vanderbilt University is a dynamic and deeply collaborative group. The division with all of its departments and sub-teams serves as the institution-wide center of excellence for communications and marketing developing and executing strategies that inform engage and inspire others to participate in Vanderbilt Universitys global academic and research mission. The division is a key strategic adviser and partner for other divisions in the university providing comprehensive plans and thoughtful analysisonmessagingopportunitiesandconstraints.TheCommunicationsandMarketingteam continuously seeks innovative solutions to new and emerging challenges in order to deliver results at scale to advance the larger mission values and priorities of the university.

KeyResponsibilities andExpectedPerformance:

BrandDirectionandMessagingLeadership

• TranslateVanderbiltUniversitysinstitutionalbranddirectionintoclearmessaging frameworks narrative structures and positioning guidance for use across communications and marketing efforts.

• PartnerwiththeViceChancellorandseniorleadershiptointerpretinstitutionalpriorities and ensure they are reflected consistently in messaging and communications.

• MaintainacleararticulationofVanderbiltsvaluepropositionmessagingpillarsand institutional narrative for use across schools departments and initiatives.

• Ensuremessagingreflectsinstitutionalprioritieswhileremainingrelevanttokey audiences and external context.

NarrativeArchitecture andMessagingFrameworks

• Developandmaintaintheuniversitysmessagingarchitectureincludinginstitutional narrative thematic messaging pillars and proof points.

• Ensuremessagingcoherenceacrossmajorinstitutionalinitiativescampaignsexecutive communications and storytelling efforts.

• Translatecomplexinstitutionalprioritiesintoclearnarrativeframeworksthatguide communications across schools administrative units and leadership.

• SupportseniorleadersinarticulatingVanderbiltsstoryinwaysthatalignwithinstitutional direction and messaging.

BrandInitiatives andProgram Leadership

• Lead the development and execution of brand-focused initiatives that strengthen messagingclarityinstitutionalalignmentandconsistentapplicationoftheuniversitys brand direction.

• Ownanddrivekeybrandprogramswhichmayinclude:

  • Developmentandrolloutofmessagingframeworks

  • Institutionalnarrativealignment initiatives

  • Brandeducationandenablementprograms

  • Creationandadoptionofmessagingtoolkitsand resources

  • Cross-uniteffortstoimproveclarityandconsistencyofcommunications

• Definescopesequencingandsuccessmeasuresforbrandinitiativesandworkacross the division to activate and implement them effectively.

• PartnerwiththeDirectorEnterpriseProgramstoensurecoordinationwithbroader institutional initiatives and alignment with enterprise priorities.

BrandInsights and ResearchIntegration

• Leadinstitutionalbrandresearchinitiativesincludingperceptionstudiesaudience research and competitive analysis.

• Interpretinsightsfrombrandtrackingfocusgroupsandmarketintelligencetoinform messaging narrative development and communications priorities.

• Translateinsightsintopracticalguidancethatimprovesmessagingclarityand effectiveness across the division.

• PartnerwiththeDirectorEnterpriseProgramstoensureinsightsarereflectedin institutional initiatives and reputation-building efforts.

InstitutionalAlignment andBrandStewardship

• PromotesharedunderstandingofVanderbiltsmessagingandnarrativeframeworks across schools departments and administrative units.

• Conveneandsupportinstitutionalalignmentmechanisms(e.g.brandforumsleadership workshops cross-unit convenings) that improve narrative alignment reduce fragmentation of institutional messaging and improve coherence across the university.

• ProvideguidancetomajorinstitutionalinitiativesensuringalignmentwithVanderbilts established messaging and narrative frameworks.

• Supportseniorleadershipinmaintainingcoherenceacrosshigh-visibilitycommunications and engagements.

IntegrationAcross the CommunicationsandMarketingOperatingModel

• Serveasthestrategicbrandpartneracrossthedivisionsoperatingmodelcapabilities:

  • Align:Translateinstitutionaldirectionintomessagingframeworksandnarrative guidance

  • Create:Partnerwithcreativeleadershiptotranslatebrandstrategyintovisualand editorial expression.

  • Activate:EnsurecampaignsandcommunicationsreinforceVanderbilts institutional messaging priorities.

  • Enable:Collaboratewithbrandgovernanceleaderstomaintainstandardsand tools that reinforce brand consistency.

Supervisory Relationships:

This position reports administratively and functionally to the Chief Operating Officer CommunicationsandMarketingandmayconvenecross-functionalteamsandworkinggroups but does not require formal supervisory responsibility.

EducationandCertifications

• Bachelorsdegreeorcommensurateexperienceisrequired.Mastersdegree(MBA)or commensurate experience is preferred.