Skip Navigation

Marketing Director


Salaried Staff

Job Location

1701 E. Front Street, Traverse City, MI

Tracking Code


Position Type


Northwestern Michigan College


General Information

Job Title: Marketing Director

Department: Public Relations, Marketing, and Communications

Posted Date: September 27, 2021

FLSA Status: Exempt

Supervisor: Associate Vice President of Public Relations, Marketing, and Communications

Salary: $68,215 (Grade 16, Level 1)

Benefits: Excellent benefits package, including 4 weeks paid vacation, medical, dental, paid sick leave, tuition benefits, and relocation bonus. For more details about benefits, go to and click on Salaries and Benefits, or request a copy from the Office of Human Resources. 


Position Summary

The Marketing Director develops, coordinates, and implements integrated, strategic marketing campaigns that increase enrollment, visibility, and brand awareness for the college.



  • Bachelor’s degree in Marketing, Advertising, Business or related field
  • Minimum of five years of marketing experience


  • Marketing experience in higher education 


Essential Responsibilities

Critical- Lead the college’s marketing efforts including development of integrated marketing plans and development and implementation of campaigns to support the college’s strategic goals ensuring consistency among all platforms and alignment with the college’s brand identity.


Critical- Strategically implement digital media buys including pay-per-click, display, retargeting, geo-targeting, paid social, video ads, native advertising, sponsored content, print, broadcast etc.


Critical- Use data-based marketing research and analysis to collaborate with the creative team to develop concepts for advertising and promotion of the college to target audiences.


Critical- Analyze data to inform adjustments to campaigns, and provide analysis of Google Analytics for web traffic; liaisons with partner agencies to analyze SEO, SEM and digital campaign performance and social media insights. Continually work toward maximizing impact of messaging to target audiences.  


Critical- Consult and collaborate with the Associate Vice President of PRMC regarding the college’s marketing and image goals. 


Critical- Develop and project-manage communication plans, calendar and assets to lead prospects through the enrollment funnel and ensure consistent messaging and optimized placement. 


Very Important- Review and regularly refresh the college’s web pages to ensure strategies support digital user experience, SEO goals, information architecture and brand standards, web style guidelines, accessibility, legal and compliance requirements.


Very Important- Maintain expertise and serve as subject matter expert on modern digital industry trends and best practices to influence and innovate across the breadth of the college’s digital portfolio. 


Very Important- Lead the departmental or unit level marketing planning process in alignment with the college’s Strategic Plan, being certain to meaningfully engage staff members in each step of the process, and facilitate the assignment of ownership for each activity related to departmental plans and ensure that tasks are carried out as expected.


Very Important- Lead collaboration with key program areas to strategize annual marketing plans to ensure initiatives are coordinated and consistent with brand identity standards and support college priorities.


Important- Plan, write and oversee production of college marketing materials, including but not limited to its view book, programmatic specific materials and promotional materials.  


Important- Serve as primary liaison to external marketing agencies and freelancers hired by the college, develop measurable project goals and objectives and ensure timely execution of committed deliverables that align with college objectives.


Important- Collaborate with the Admissions team to ensure customer relationship management (CRM) content supports the college’s academic goals, marketing themes and brand identity standards.  



Foundational Competencies-


Ethical Behavior and Integrity
Displays honesty, trustworthiness, and ethical behavior. Earns respect. Behaves in a straightforward manner with others with no hidden agendas. Builds trust and credibility through reliability and authenticity. Leads by example; words and actions are consistently aligned.

Commitment to Lifelong Learning

Actively pursues learning and development. Stays current in content area, acquiring and refining technical and professional skills.

Commitment to Quality Service, Responsible Stewardship, Continuous Improvement
Displays a commitment to excellence and to providing quality service to learners, coworkers, or others they serve. Consistently seeks feedback and looks for ways to improve service, promote quality, and make effective use of college resources.

Creating/Contributing to a Culture of Innovation and Thoughtful Risk-taking

Creates/contributes to an environment of safety and trust. Seeks to solve problems rather than affix blame. Willing to experiment and learn.

Agility/ Adaptability/Tolerance for Ambiguity

Easily adjusts to organizational and environmental changes; adapts responses and tactics to shifting or evolving situations; deals effectively with ambiguity and uncertainty.


Valuing All People

Genuinely interested in others. Shows concern and empathy for others. Shows patience, understanding, and acceptance of people with varied backgrounds and perspectives. Treats learners, coworkers,

and direct reports respectfully and fairly.

Actively and enthusiastically works with others to achieve a shared common goal. Gives credit and recognition to those who have contributed. Shares information and own expertise with others to enable them to accomplish group goals. Creates a sense of belonging in the team and a culture of inclusion. Collaborates across boundaries. Looks at problem solving at the institutional level (not just in own area or department). Open to sharing resources, working with other departments and organizations.

Accountability/Personal Responsibility

Meets commitments and keeps promises; gets things done. Acknowledges and learns from mistakes. Holds self and others accountable. Takes responsibility for achieving goals.



General Competencies-


Building Effective Relationships — Advanced

Importance: Critical

Relates well with all kinds of people in a variety of situations. Develops and maintains effective communication and relationships. Demonstrates understanding, friendliness, courtesy, tact, and empathy to others. Is approachable; makes time for others. Is sensitive to cultural diversity, race, gender, disabilities, and other individual differences. Develops and proactively uses networks, both inside and outside the college; presents controversial findings tactfully in even the most sensitive situations; mediates disputes; approaches even the most difficult situations with empathy and interest.


Communications / Active Listening — Advanced

Importance: Critical

Has good sense of who needs to know what and keeps others informed. Communicates in a clear, concise, organized, and compelling manner. Gives others their full attention; listens without interrupting. Seeks to understand others' points of view. Interprets both the words spoken, and the non­verbal cues used by others. Listens openly and nondefensively; asks probing, insightful questions to gain critical information; composes effective communications regarding highly sensitive matters.

Global Awareness / Internationally Skilled — Proficient

Importance: Very Important

Understands the complexities and interdependency of world events and issues. Understands one's own culture and history in relationship to others. Is open to new opportunities, ideas and ways of thinking. Is self-aware about identity and culture; demonstrates sensitivity and respect for differences. Understands the complexities and interdependency of world events and issues; understands one's own culture and history in relationship to others; is open to new opportunities, ideas and ways of thinking; is comfortable with ambiguity and unfamiliar situations.


Strategic Understanding / Leadership — Proficient+

Importance: Critical

Explains how their role supports NMC's mission and vision. Recognizes opportunities to help the organization accomplish its goals. Considers a broad range of internal and external factors in establishing goals and priorities. Consistently ensures a fit between individual or group actions and the organizational mission/strategy. Identifies the trends in the world and within higher education that will impact the organization; thinks broadly, placing current task or issue in the context of long-term implications; considers the impact of decisions on areas outside their own.


Functional Competencies


Advertising Channels and Tools- Advanced

Importance: Critical

Expert in using multiple channels and tools for advertising; sought by others for input and advice; makes final recommendations for most appropriate channels and tools to reach a specific target.


Business Knowledge / Business Sense / Understands How Business Works (Generic) — Proficient+

Importance: Critical

Understands NMC's financial model—the elements that affect NMC's financial viability/sustainability. Knows how businesses work. Knowledgeable about how policies, practices, trends, technology, and

information affect an organization. Knows the competition. Is aware of how strategies and tactics work in the marketplace. Evaluates and reacts to current market conditions; sees how trends in one area impact other areas; sources and implements industry best practices; looks for ways to build external awareness within the organization.


Campaign Management- Proficient +

Importance: Critical

Uses available market date and consumer insight to plan and implement a moderately complex campaign; reviews data on campaign effectiveness.

Communicating a Shared Vision (Generic) — Proficient+

Importance: Critical

Encourages the development of a common vision. Demonstrates openness to new ideas. Is decisive; influences, inspires, motivates, and challenges others to accomplish goals aligned to those of the organization's vision. Ensures others are committed to shared organizational values and goal accomplishment; shows others how their long-term interests can be realized by enlisting in a common vision.


Copywriting and Editing - Proficient +

Importance: Very Important

Prepares messages for print and electronic campaigns; effectively develops appropriate facts, images, or metaphors to communicate content in ways that positively influence readers or viewers.


Customer Service Focus (Generic) — Advanced

Importance: Critical

Is positive and professional in appearance and demeanor. Personifies role model as a service provider. Responds to customer needs with respect and courtesy. Respects diverse groups. Takes ownership of customer concerns or problems. Offers sincere apologies and makes genuine attempts to fix problems. Quickly resolves customer service problems to the extent of employee's authority. Is a creative solution finder. Confidentiality is kept. Patiently and effectively deals with angry customers. Looks at things from the perspective of the learner/customer. Confronts negative attitudes of coworkers; identifies, recommends, and initiates solutions to problems and processes; expertise is sufficient to handle even the most complex service issues.

Decision Making (Generic) — Advanced

Importance: Critical

Makes sound, well-informed, and objective decisions. Perceives the impact and implications of decisions. Commits to action, even in uncertain situations, to accomplish organizational goals. Makes decisions that are complicated by the number and nature of existing controls, regulatory guidance, overlapping requirements, or organizational considerations that have an impact on the ability to apply established methods; implements operational decisions when consequences include adverse impact.

Financial Management (Leadership / Management) — Proficient+

Importance: Critical

Plans, justifies, and prepares the budget for programs or projects; accounts for and monitors funds and expenditures to ensure cost-effective programs and projects; assesses the financial condition of the organization.


Market Research - Proficient +

Importance: Very Important

Prepares quantitative and qualitative research projects to supplement published data and gain new insights into trends impacting the business and its customers.


Measuring Results (Generic) — Proficient +

Importance: Very Important

Can identify useful outcome and process measures. Disciplined in listening to learners, stakeholders; monitoring measures. Can conceptualize, apply, analyze, synthesize, and evaluate information gathered from observation, experience, reflection. Can use measurements to make sound decisions, judgments, and/or predictions. Able to determine what measures will be most useful in assessing “success” for their unit or team; designs feedback loops and tracking processes into work; uses findings for continuous improvement efforts.


Media Planning and Placement- Advanced

Importance: Critical

Expert in using both traditional and on-traditional media in integrated, powerful campaigns; coaches others in media strategy.


Responsiveness (Administration) — Advanced

Importance: Critical     

Willing to act quickly and efficiently on requests for information or support; prioritizes effectively to respond to critical request. Encourages others to build relationships based on rapid and efficient action upon requests; collaborates across organizational boundaries to obtain necessary information.


Strategy Development and Implementation - Advanced

Importance: Critical

Implements new processes to achieve the mission; defines long-term goals and strategies; coordinates across functions to turn these into realities.


Technology Skills (Generic) — Proficient

Importance: Very Important

Knows when and how to use tools appropriate for the job such as computers and appropriate software, email, etc. Uses technology without assuming that technology solves problems. Is considered knowledgeable regarding work-related technology; called upon to troubleshoot relatively simple problems.


Website and Publication Design- Proficient +

Importance: Very Important

Independently produces designs for web publication, including graphics and test; develops usability features consistent with audience’s web browsing habits and preferences; and is knowledgeable about coding and information architecture.




Manages a department, or is an advanced-level professional individual contributor.



Conduct employee progress reviews & performance evaluations

Establish work schedules

Instruct and train others

Interview candidates

Recommend terminations

Build consensus by drawing together the ideas of others

Take calculated and responsible risks

Provide guidance and stability

Share special or technical information with others

Guide or facilitate projects

Discipline employees

Recommend salary actions

Manage expenses

Bring commitment and drive into the workplace.

Lead by example

Serve as a spokesperson or advocate

Assign work activities

Approve salary actions

Plan work

Recommend promotions

Serve as a role model

Serve as a role model

Manage profitability

Empower others to take responsibility and to be accountable

Develop and execute strategic plans


Tools and Equipment


MS Word

MS Excel

MS Power Point



Desktop Computer


Media-based digital technologies

Copy Machine

Fax Machine



Overhead Projector


Work Environment

Lifting Activities

Most frequently lifted object: under 10 lbs. lifted to waist level; carried 1-9 feet (Several times per day)

Heaviest object lifted: 20-29 lbs. lifted waist level; carried 1-9 feet (Occasionally)

Non-lifting Repetitive Activities

Arm Movement (Several times per day)

Gripping (Several times per day)

Sitting (Several times per day)

Standing (Continuously)

Talking (Continuously)

Typing (Several times per day)

Walking (Several times per day)

Writing (Several times per day)

Other Physical Demands

Extended work hours

Mental Demands

Complicated Planning

Exercising Independent Judgment

Minimal Guidance or Direction

Performing Multiple Functions/Activities

Persuading Others


Other Challenges

Protecting the physical safety of others

Safeguarding organization assets and property

Sales revenue goals


Contacts with Others-


Internal Contacts

Employees in your own work unit or department — Purpose: Direct activities (Daily)

Employees in your Function — Purpose: Direct activities (Daily)

Managers in your function — Purpose: Direct activities (Daily)

Senior executives in your function — Purpose: Interact with or advise (Several times per week)

Employees in departments outside your function — Purpose: Interact with or advise (Several times per week)

Managers in departments outside your function — Purpose: Interact with or advise (Several times per week)

Senior executives outside your function — Purpose: Share information (Quarterly)


External Contacts

Vendors, Suppliers, Subcontractors — Purpose: Direct activities (Several times per week)

Federal/State Regulatory and Compliance Authorities — Purpose: Share information (Quarterly)
Customers — Purpose: Negotiate (Daily)

WORK ENVIRONMENT The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.


Non-Discrimination Policy Notice

Northwestern Michigan College is committed to a policy of equal opportunity for all persons and does not unlawfully discriminate on the basis of race, color, national origin, sexual orientation, gender, religion, disability, genetic information, height, weight, marital status or veteran status in employment, educational programs and activities and admissions. Read more at

Michigan Law requires that a person with a disability or handicap requiring accommodation for employment must notify the employer in writing within 182 days after the need is known.


This is a full-time 40+ hours per week position. Some evenings, nights, and weekends may be required. 



Applications must be submitted online at submitted by 8 am on Monday, October 18, 2021, will receive first consideration This position will remain open until filled. For assistance call 231-995-2612 or 1-800-748-0566 x52612 or email .

Special Instructions to Applicants

Please attach resume and cover letter; scan and attach transcripts, if possible. Original transcripts will be required of all finalists. Please mail to: Northwestern Michigan College Attention: Human Resources 1701 E Front Street Traverse City, MI 49686, Please submit a cover letter with your application. Official transcripts will be required of all finalists. Please email to or mail to: Northwestern Michigan College Attention: Human Resources 1701 E Front Street Traverse City, MI 49686

This position is located at 1701 E. Front Street, Traverse City, MI. View the Google Map in full screen.