Position overview
The University Communications and Marketing (UCM) team serves as the primary source for news, content, and information about USF. UCM is responsible for producing and promoting university news, coordinating media relations, managing crisis communications, conceiving and implementing marketing, advertising, and communications campaigns, managing enterprise and leadership social media channels, and maintaining the main university websites and mobile applications.
The Executive Director of Marketing will strengthen USF’s reputation, elevate its local and national visibility, and create meaningful engagement opportunities with key audiences to cultivate trust and grow the number of brand champions. The successful candidate will lead a brand research and renewal process that authentically articulates and enhances USF’s competitive position in the higher education market, leveraging USF’s AAU membership, its location in the Tampa Bay region, and other distinguishing attributes. This role will direct comprehensive, data-driven marketing and brand strategies aligned with USF’s strategic plan and will lead a team of branding and marketing professionals across the university’s three campuses, collaborating with colleges and leadership units, including Athletics and Advancement, to support USF’s strategic goals.
Brand Strategy
Collaborate with the Chief Marketing Officer, university leadership, and marketing and communications professionals across the enterprise to strengthen the integrated brand, raising USF’s national reputation and public identity. This may involve partnering with a research firm for surveys and focus groups, developing customer personas, tailoring messages for specific audiences, and creating, documenting, and socializing a cohesive brand strategy that inspires.
Visual Identity Standards and Brand Asset Management
Oversee the advancement of USF’s visual identity standards and the distribution of all brand assets. This includes developing documentation, marketing assets, and templates; providing creative direction, guidance, and feedback to university partners to ensure all communications align with brand standards; and monitoring the use and implementation of brand assets.
USF Brand Marketing Campaign
Continuously assess and improve the effectiveness of a comprehensive, integrated marketing campaign that supports USF’s national brand and reputation. This encompasses crafting a research-informed marketing strategy that supports the USF brand, detailing a strategic plan with identified customer personas, CTAs, and KPIs for each audience, and determining the digital platforms and communication channels for each. The process also covers data analytics, consumer insights, and the execution of marketing activities, including producing assets for each group, managing production schedules, launching digital platforms, and disseminating content efficiently. There is potential to expand email marketing efforts, including support for graduate degree programs, and to carefully manage the marketing budget.
Leadership and Collaboration
Provide strategic direction to a team of marketing professionals and offer senior-level guidance to university partners. This includes guiding the UCM marketing team in developing, implementing, measuring, and optimizing branding initiatives and campaigns; advising senior leaders on brand management and marketing; and partnering with senior marcomm leaders across the enterprise to develop effective strategies for Admissions, Student Success, USF Athletics, USF Health, the USF Foundation, and all USF colleges and units. Work closely with the internal licensing team to support revenue growth.
Marketing Infrastructure
Work with senior marketing and communications leaders to build the people, processes, and tools necessary to develop, implement, measure, and optimize all marketing activities at USF. Evaluate current partnerships and identify opportunities for new strategic collaborations. Responsibilities include creating tailored documentation and training materials for university partners; identifying, purchasing, setting up, and configuring marketing communication technologies; establishing new policies and updating existing ones to govern tool usage and management of channels and digital platforms; and advocating for funding to secure these resources.
Minimum Qualifications
- Bachelor’s degree from a regionally accredited institution is required. At least 10 years of progressively responsible experience in higher education or a related field, including a minimum of 7 years in a leadership or managerial role. Demonstrated experience in strategic planning, program development, and cross-functional leadership.
Degree Equivalency Clause: Four years of direct experience for a bachelor’s degree.
Senate Bill 1310 - The Florida Senate is conditional upon meeting all employment eligibility requirements in the U.S. SB 1310: Substitution of Work Experience for Postsecondary Education Requirements. A public employer may include a postsecondary degree as a baseline requirement only as an alternative to the number of years of direct experience required, not to exceed: (a) Two years for an associate degree; (b) Four years for a bachelor’s degree; (c) Six years for a master’s degree; (d) Seven years for a professional degree; or (e) Nine years for a doctoral degree. Related work experience may not substitute for any licensure, certification, or registration required for employment as indicated in the advertised description. Minimum Qualifications that require a high school diploma are exempt from SB 1310.
Preferred Qualifications
- Master’s degree in marketing, advertising, communications, or a related field.
- Prior experience in higher education, either in an agency setting or as an internal marketing professional.
- 15 years of marketing experience and 10 years of management of teams.
Working at USF
USF employs around 16,000 people and is a leading employer in the Tampa Bay area. We are committed to fostering a talented, engaged, and results-driven workforce that aims to be bold. Our employees thrive in USF’s rich academic environment, which supports their development and advancement. In 2025, Forbes named USF one of Florida’s best large employers, ranking No. 1 among the state’s 12 public universities. Our comprehensive benefits package includes medical, dental, and life insurance, retirement plan options, employee and dependent tuition programs, generous leave, and hundreds of employee perks and discounts.
About USF
The University of South Florida is a top-ranked research university serving approximately 50,000 students from around the world across campuses in Tampa, St. Petersburg, Sarasota-Manatee, and USF Health. USF is recognized by U.S. News & World Report as a top 50 public university and the best value in Florida. U.S. News also ranks the USF Health Morsani College of Medicine as the No. 1 medical school in Florida and in the highest tier nationally. USF is a member of the Association of American Universities (AAU), a gr
