Posted: Sep 20, 2022

Director of Marketing

Lackawanna College - Scranton, PA
Application Deadline: Sep 30, 2022


“BEST PLACES TO WORK IN PA” FOR 2014, 2015, 2016, 2017, 2019 and 2020!

Prior to applying for a position with Lackawanna College, please familiarize yourself with the mission of the College. If our mission inspires you, and you are willing to go the extra mile to help our students succeed, please feel free to apply for this or future employment opportunities for which you meet the minimum qualifications. We particularly encourage applications from historically underrepresented groups including women and minorities. Please know that only the candidates who meet the minimum qualifications can be considered, and only those selected for interviews will be contacted by a college representative. No phone calls, please.



The Director of Marketing is responsible for developing and implementing the college’s strategic marking plan with a heavy emphasis on new student recruitment.  The position is responsible for ensuring the college’s digital, as well as traditional, marketing efforts meet the needs of the college and is competitive within the industry and the region.  In conjunction with the college’s admissions staff, this position is responsible for meeting new student application and inquiry goals. 


The Director leads the marketing team and its activities including website, social media, media-buying strategy, digital and collateral design and printing, and metrics analysis. The director is responsible for the performance management and hiring of the employees within those groups.



  1. Leads the college’s marketing efforts including development of integrated marketing plans and development and implementation spanning print, web, direct mail, email, advertising campaigns, and social media to advance the college’s standing in the higher education marketplace.
  2. Provides direction, feedback, and insights into opportunities to grow individual academic program enrollment as well as geographic specific initiatives to grow enrollment at all Lackawanna College locations.
  3. Establishes and manages a comprehensive research and consumer insights program which guides the marketing team and informs new program development.
  4. Research, develop and implement digital enrollment marketing efforts ensuring consistency among all platforms and in alignment with the college’s brand identity.
  5. Analyze data to inform adjustments to email/campaign outreach, and provide analysis of Google Analytics for web traffic; liaisons with partner agencies to analyze SEO, SEM and digital campaign performance. Continually work toward maximizing impact of digital/electronic messaging.
  6. Ensures strategies support digital user experience, SEO goals, information architecture and brand standards, web style guidelines, accessibility, legal and compliance requirements.
  7. Reviews, maintains, and constantly refreshes the college’s student facing web pages to meet current trends and best practices. Provides quarterly updates to college leadership on web performance and initiatives to improve user experience, esthetics, and performance. 
  8. Maintains expertise and serves as subject matter expert on modern digital industry trends and best practices to influence and innovate across the breadth the college’s digital portfolio.
  9. Oversees the college’s efforts in all college branded social media accounts.
  10. Actively provides leadership, vision, development and campus-wide coordination for the brand strategy and execution.
  11. Develops and manages the college’s marketing budget with a demonstrated return on investment.
  12. Responsible for planning, writing, editing and producing official college publications, including but not limited to its view book, programmatic specific materials and promotional and advancement materials.
  13. Effectively supervise and manage the performance of all direct reports.
  14. Direct the activities of external creative agencies to align with college objectives.
  15. Lead the departmental or unit level planning process in alignment with the Institutional 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.
  16. Collaborate with other departmental heads to ensure that overlapping or related initiatives are coordinated.
  17. Collaborates with Admissions and Continuing Education personnel to ensure that customer relationship management (CRM) content supports the college’s academic goals, campus vitality, marketing themes and brand identity standards.
  18. Targets appropriate industry validators for recognition and inclusion in publications and lists.
  19. Consults and collaborates with the Provost, COO, Vice Presidents, Deans and other key administrative personnel regarding the College’s marketing and image goals, as directed
  20. Assess achievement of departmental plans annually, formally report results to supervisor, and participate in the college wide review of departmental plans as requested.
  21. Other duties as assigned.



  1. High level strategic and planning skills, a thorough understanding of traditional and emerging media, print and digital communication, and strong grasp of best practices in the marketing profession (both inside and outside higher education.)
  2. Be a hands-on leader and collaborator who is committed to staying abreast of trends in higher education and advances in technology.
  3. Working knowledge of SEO and SEM tactics and standards.
  4. Demonstrate an ability to direct multiple projects simultaneously, and manage and meet multiple deadlines.
  5. Excellent interpersonal, writing, and public speaking skills
  6. Must be articulate, enthusiastic and creative.
  7. Must foster a positive attitude.
  8. Knowledge of multimedia design preferred.



  • Bachelor’s degree in marketing or related field required.
  • Master’s degree in relevant field preferred.



  • Minimum five years of marketing experience required, preferably in a higher education setting.
  • Prior analytical experience in digital marketing, SEO, SEM required.
  • Experience in developing strategic marketing plans required.
  • Vast experience working with social media platforms preferred.
  • Experience in media relations preferred.
  • Previous management experience preferred.
  • Prior promotional event management and promotion preferred.



Applications will only be accepted via online method OR email. If selecting the email option, interested candidates can email resumes to [email protected]. Deadline for applications, Friday September 30th, 2021. No phone calls, please.

In compliance with Title IX of the Education Amendments of 1972, Title VII of the Civil Rights Act of 1964, Section 504 of the Rehabilitation Act of 1973, and all other applicable non-discrimination laws, Lackawanna College does not discriminate on the basis of race, color, religion, national or ethnic origin, sex, sexual orientation, age, disability, veteran’s status, or genetic information in its educational programs and activities, admissions, and with regard to employment.

Lackawanna College is an accredited, private, non-profit educational institution providing opportunities for career and personal development within selected associates degree, certificate and continuing education program.