Title: Assistant Dean of Communications

Executive Area: Academic Affairs

College/School/MBU: Other Academic Units

Department: Data Digital Strategy & Comm

Work Location: Amherst

Schedule: Full Time

Work Arrangement: Onsite

Job Summary

The Assistant Dean of Communications creates, develops, and implements a comprehensive communications and marketing strategy for the University Libraries that supports its mission to advance research, teaching, and learning through accessible collections, innovative services, and collaborative scholarship.

Serving as the chief communications strategist and advisor to the Dean and senior leadership, the Assistant Dean provides counsel on internal and external communications efforts. This role collaborates with University Relations on media relations, social media, brand alignment, issues management, events and integrated marketing to ensure all the University Libraries communications efforts are fully aligned with and support the university’s brand, mission and goals.

The Assistant Dean develops and executes marketing strategies that increase the visibility of faculty, staff, student, and donor achievements related to scholarship, collections, programs, services, and institutional priorities and promotes these stories through print, digital, multimedia, social media, and emerging communication platforms.

Develops and leads executive communications for the Dean, including speeches, presentations, remarks, correspondence, talking points, and strategic messaging that translate complex library, academic, and research priorities into compelling narratives for internal and external audiences.

In coordination with University Relations and the UMass Amherst Foundation, The Assistant Dean promotes the Libraries' activities with constituents such as alumni, donors, foundations, prospective students, faculty, researchers, campus partners, and the general public.

Essential Functions

Strategic Planning and Leadership

Develops, implements, and directs a comprehensive strategic communications and marketing plan supporting the University Libraries' mission, priorities, and long-term goals while simultaneously advancing the mission, values, and strategic objectives of UMass Amherst in full alignment with the university’s brand identity and strategic communications priorities as set by University Relations.

Serves as a strategic advisor to the Dean and senior leadership team on all matters related to branding, messaging, public relations, and conflict management, coordinating with University Relations (UR) on media relations, social media, issues management, promotional efforts and reputational matters to ensure alignment with the university’s brand and communications priorities.

Oversees the University Libraries communications unit and supervises unit staff.

Develops annual communications and marketing plans and establishes performance metrics to maximize impact, audience engagement, and return on investment (ROI).

Creates and manages an annual budget to support communications and marketing strategies.

Communications and Marketing Oversight

Creates marketing and communication materials for use in print, web, multimedia, and social media. Directs the work of designers, photographers, and other resources when necessary to create website, video, and social media content that is engaging, appealing and brand compliant.

Directs internal and external communications efforts, including newsletters, websites, publications, social media, email communications, and marketing campaigns. Coordinates with University Relations to ensure these communications fully align with university policies, brand standards, institutional priorities and best practices.

Collaborates with library staff to identify and promote success stories, activities, accomplishments, and awards. Generates ideas for communications that create interest in and effectively promote the University Libraries.

Leads strategic communications and marketing efforts for high-profile Dean's events and major library initiatives, ensuring alignment with institutional priorities and a consistent, high-quality constituent experience.

Conceptualizes the annual University Libraries publication by identifying stories and news that will resonate with donors and alumni. Conducts interviews, writes stories, coordinates with editorial and photography freelance vendors, and communicates with design and print vendors (or staff) while managing the production timeline.

Manages advertising, promotional, and marketing campaigns in collaboration with campus partners and external vendors, ensuring adherence to university brand standards and communications best practices.

External Relations and Partnerships

Builds and maintains collaborative relationships with University Relations, the UMass Amherst Foundation, academic and administrative units, community partners, and other university communications professionals to elevate the Libraries' local, regional, and national reputation.

Collaborates with Foundation partners to develop targeted communications and marketing campaigns supporting donor engagement,  fundraising priorities, and alumni relations efforts.

Coordinates with campus communications partners to promote University Libraries news and stories to broader audiences using available communications channels.

Brand Stewardship and Public Relations

Ensures alignment of all messaging and branding with that of the University.

Coordinates with University Relations and other key communication partners across campus to identify projects, share resources, and ensure consistency of messaging and that key initiatives meet defined objectives and expectations.

Reviews/edits the work of others preparing University Libraries content and materials, ensuring communications have the proper tone, are factually correct, and adhere to the university's brand strategy.

Digital Presence and Engagement

Oversees digital marketing activities, including the use of analytics to assess the effectiveness of online ads and social media strategies. Maintains a deep knowledge of current and evolving web and social networking technologies, trends, and best practices.

Provides strategic direction and oversight of the University Libraries website and social media presence. Ensures the Libraries' visual identity and digital presence across all communication channels that fully align with university standards and effectively engage target audiences.

Utilizes analytics, customer relationship management (CRM) systems, and other data tools to measure campaign effectiveness, inform decision-making, optimize audience engagement, and provide regular performance reporting.

Initiates and manages market research and audience analysis, in consultation with University Relations as appropriate, to inform messaging, positioning, strategic priorities, and awareness of Library services and resources.

Resource Management

Develops, manages, and oversees communications and marketing budgets, ensuring strategic allocation of resources, fiscal responsibility, and alignment with Library priorities.

Supervises, mentors, and develops communications staff by providing leadership, coaching, professional development opportunities, and performance feedback.

Cross-Campus Collaboration

Collaborates with faculty, staff, students, the University Libraries leadership team, the Dean, Associate Deans, Director of Development, program development team, external marketing agencies, and University administrative offices, including University Relations, Alumni Relations, and central IT.

Represents the University Libraries in campus-wide communications meetings and working groups.

Serves as the primary University Libraries liaison to University Relations and as the Libraries' point of contact for campus-wide communications initiatives, strategies, and planning efforts.

Collaborates across departments in a fast-paced, deadline-driven environment to deliver impactful communications that advance the Libraries' reputation, visibility, and strategic goals.

Communications Support

Advises leadership on communications approaches related to sensitive issues, reputational concerns, and emerging matters, coordinating closely and at all times with University Relations.

Maintains the highest level of confidentiality and responds on short notice outside of normal business hours as needed.

Stays abreast of the latest and emerging news and information relevant to the campus community that may inform messaging and strategy.

Strategic Visibility and Storytelling

Oversees communications of University Libraries programs, projects, and initiatives to provide strategic visibility to the department and demonstrate the value of the University Libraries on campus and beyond; maximize the benefit from University Libraries services, resources, and initiatives; and promote diverse perspectives, positive values, and a sense of community within the department and the larger campus.

Other Functions

Other duties as assigned.

Understand responsibilities with respect to conflicts of interest and behave in ways consistent with applicable laws, regulations, and university policies.

Contribute to creating a positive and respectful workplace defined by professionalism, integrity, collaboration, and accountability.

Support and contribute to departmental and institutional goals that foster non-discrimination, belonging, inclusion, accessibility, and a respectful environment for all members of the university community.

Use access to sensitive and/or not yet public university information only in the performance of assigned responsibilities and exercise appropriate care to prevent unnecessary disclosure.

Minimum Qualifications

Bachelor’s degree in Communications, Marketing, Journalism, Public Relations, English, Media Studies, or a related field.

7+ years of progressively responsible experience in communications, marketing, public relations, or a closely related field.

Experience developing and implementing strategic communications or marketing plans for a complex organization.

Supervisory experience, including managing staff, contractors, or creative teams.

Experience creating print, web, multimedia, and social media content, including managing designers, photographers, or other creative professionals.
Experience with digital marketing, analytics tools, and current web/social media technologies.

Experience collaborating across departments or with external agencies, internal partners, and organizational leadership.

Strong understanding of branding, messaging strategy, and audience engagement.

Excellent writing, editing, and storytelling skills across multiple formats.

Ability to interpret analytics and use data to guide communications strategy.

Preferred Qualifications

Master’s degree in a related field

Experience in higher education, academic libraries, or non profit environments

Familiarity with development/advancement communications or working with donors and alumni
Experience leading crisis communications

Demonstrated ability to plan and execute events, campaigns, or large-scale communication initiatives.

Skill in budget planning and resource management.

Knowledge of web content management systems, digital accessibility standards, and social media management platforms.

Additional Details

This position is subject to final budgetary and administrative approval.

Working Conditions

Work is performed in a standard office or indoor university environment and involves minimal physical exertion.

Salary Information

UMass Amherst expects to pay within an approximate range between $99,873 and $121,343 for this position.

Special Instructions for Applicants

Along with the application, please submit a resume. References will be checked at the finalist stage. Please be prepared to provide contact information for three (3) professional references.

This position will remain open for the time period required by any applicable collective bargaining agreement and will continue until a suitable candidate pool is identified. Interested applicants are strongly encouraged to apply early.