Title: Director of Marketing, Communications, and Industry Relations

Executive Area: Administration and Finance

College/School/MBU: Auxiliary Enterprises

Department: Auxiliary Services

Work Location: Amherst

Schedule: Full Time

Work Arrangement: Onsite

Job Summary

The Director of Communications, Marketing, and Industry Relations for Auxiliary Enterprises (AE) provides strategic leadership and hands‑on execution of integrated marketing, branding, and communications initiatives that support revenue generation, brand visibility, and alignment with University priorities. The position plans and implements short‑ and long‑term marketing strategies, manages internal and external messaging, and ensures consistent brand representation across AE’s diverse portfolio, including Dining, Catering, Hotel UMass, Conference Services, retail and off‑site enterprises, sustainability initiatives, and major events.

Serving as the primary liaison with university stakeholders, vendors, agencies, and external partners, the role leads market research, advertising, digital and social media, public relations, event marketing, and multimedia content development. The Director manages promotional plans, contracts, campaign calendars, and large‑scale events; evaluates outcomes using data‑driven metrics; represents AE to external audiences and professional organizations; serves on the Chancellor’s Sustainability Advisory Committee – Marketing Workgroup; and acts as an ambassador for the UMass Auxiliary Enterprises brand.

Essential Functions

Marketing Operations and Program Management

Contributes insights and recommendations to strategic planning and performance reviews; develops and executes action plans; and communicates standards for production, productivity, quality, and customer service.

Oversees and enhances website content; identifies trends; conducts audits; resolves issues; and leads system improvements and change initiatives.

Plans, develops, implements, and evaluates advertising, merchandising, and trade promotion programs by coordinating requirements, schedules, contacts, mailing lists, and field sales action plans.

Ensures promotional materials are current and available by collaborating with the graphics department, managing inventory, placing orders, and verifying delivery.
Auxiliary Enterprises Marketing Strategy and Public Relations

Plans, implements, and executes short- and long-term marketing strategies for Auxiliary Enterprises to increase revenue and generate positive public exposure.

Communicates and coordinates marketing initiatives with directors and university leadership to strengthen brand awareness across Auxiliary Enterprises.

Leverages public relations efforts to promote programs and initiatives that enhance awareness and engagement with UMass Auxiliary Enterprises.

Marketing Campaign Execution and Brand Alignment:

Implements marketing and advertising campaigns by assembling and analyzing sales forecasts and preparing comprehensive marketing and advertising strategies, plans, and objectives.

Plans and organizes promotional presentations and maintains updated marketing calendars to ensure timely execution.

Collaborates with content providers to ensure all marketing materials are consistent, accurate, and aligned with established messaging and branding standards.

Optimize relationships, logistics, negotiate contracts, and ensure supply continuity and consistency.

Researches competitive products by identifying and evaluating product characteristics, market share, pricing, and advertising; maintaining research databases.
Social Media, Web Communications, and Digital Content Production

Produces, implements, and oversees Auxiliary Enterprises social media and web communications, including AE websites, email campaigns, and blogs.

Creates a wide range of media assets, including video, creative copy, photography, and digitally manipulated images.

Reviews and oversees work produced by contracted graphic designers to ensure brand image and messaging align with the goals and standards of Auxiliary Enterprises.

Event Marketing, Project Management, and Cross‑Department Collaboration:

Develops marketing strategies and supports the planning and execution of the annual Tastes of the World: Chef Culinary Conference and Sustainability Pre‑Conference.

Serves as project manager for large‑scale Auxiliary Enterprises events, including the UMass Tastes of the World Culinary Conference and Dash and Dine.

Collaborates closely with UMass News and Media Relations and partners with campus units such as the Alumni Association to deliver coordinated, high‑impact initiatives.

Strategizes and develops applications for national and international awards/grants to strengthen AE & University public relations.

External Relations, Professional Representation, and Brand Advocacy:

Represents Auxiliary Enterprises programs to the broader community, with the concurrence of the AVP of Auxiliary Enterprises.

Participates in professional meetings and engages with external organizations to build relationships and advance AE visibility.

Facilitates presentations and seminars at relevant conferences to expand awareness and understanding of Auxiliary Enterprises brands.

Serves as an ambassador for the UMass Auxiliary Enterprises program, promoting its mission and value to internal and external audiences.

Other Functions

Performs related duties as assigned or required to meet Department, Executive Area/Division, and University goals and objectives.

Understands responsibilities with respect to Title IX, Clery and other compliance requirements.

Demonstrates capacity, skill and willingness to engage students and contribute to student success.

Minimum Qualifications

Bachelor’s Degree in Public Relations, Communications, Marketing or related field and six (6) years of Marketing leadership experience in lieu of degree OR Highschool Diploma and more than ten years of experience in market research, marketing communications, advertising, media, promotions, public relations or related area.

Experience in working with internal and external partners- university departments, suppliers, vendors and community.

Supervisory experience.

Knowledge of promotional strategies, online marketing and market research methodologies.

Excellent communication, project management, analytical, writing, and interpersonal skills.

Demonstrated competency with computers and data systems.

Preferred Qualifications

Experience in a higher education environment.

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.

Work Schedule and Work Arrangement

Monday- Friday 8:00am-5:00pm; the nature of this work may require work on weekends, holidays and irregular hours on occasions

Salary Information

Pay Grade: PSSAP Grade 30

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Special Instructions for Applicants

Along with the application, please submit a resume, and cover letter. 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.