Marketing Manager

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Job Title: Marketing Manager
Department: Marketing and Communications
Division: Marketing and Communications
FLSA Status: Exempt

Union: SEIU Local 500
Grade: 7

Salary Range: $54,900 - $68,600
Reports to: Vice President, Marketing and Communications

General Purpose: The Marketing Manager position is a creative, highly organized, and proactive marketing professional responsible for advancing MICA's institutional brand and marketing goals through compelling digital content, social media, and integrated marketing initiatives.

This position supports day-to-day marketing workflow, manages social media marketing campaigns, collaborates on digital marketing campaigns, and creates, publishes, and manages organic social media and digital content across MICA's owned and social channels. This position will execute social media marketing strategies that expand MICA’s reach, grow engagement, strengthen MICA’s brand positioning, enhance institutional visibility, and drive enrollment conversion. 

Working collaboratively with colleagues and campus partners, the Marketing Manager manages a dynamic portfolio of projects; develops authentic and engaging storytelling; creates and publishes content; monitors digital communities and performance; and identifies emerging opportunities to strengthen MICA's digital presence and audience engagement.

Essential Duties & Responsibilities:

• Develop, implement, and continuously refine MICA's comprehensive social media strategy in collaboration with Marketing and Communications colleagues and other campus partners.

• Create and execute social media initiatives that support institutional priorities, strengthen MICA's brand, expand audience reach and engagement, increase institutional visibility, and contribute to marketing and enrollment objectives.

• Manage an active project portfolio, build relationships around campus to enhance content, engage key audiences, and promote the College's mission and strategic priorities through collaborative storytelling and creative campaigns. 

• Create data-informed, original, well-written, and creative content that supports institutional goals, strengthens the institutional brand, and tells MICA's story authentically across MICA’s owned and social channels, including the MICA website, Instagram, TikTok, Facebook, LinkedIn, YouTube, Threads, and new and emerging platforms.

• Ensure content, tone, and voice in all digital content are consistent with MICA’s brand guidelines.

• Engage with digital communities, monitor and moderate comments and sentiment, and proactively respond to questions and conversations, and escalate as needed.

• Develop and maintain a comprehensive, long-term social media content calendar with timely and relevant content ideas and aligns institutional priorities, campaigns, events, seasonal opportunities, and emerging trends. 

• Identify, develop, and cultivate stories, partnerships, and content opportunities across the College that authentically communicate MICA's mission, people, programs, accomplishments, and strategic priorities.

• Ensure that all digital and social media content reflects MICA's established brand standards, voice, tone, visual identity, and editorial guidelines.

• Monitor, analyze, and report on social media, digital content, and campaign performance using relevant analytics and measurement tools.

• Translate data and performance metrics into actionable insights and recommendations that inform content development, audience engagement, channel strategy, and future marketing initiatives.

• Monitor and actively engage MICA's digital communities by responding to questions and conversations, moderating comments when appropriate, monitoring audience sentiment, and escalating sensitive or high-risk issues in accordance with established protocols.

• Provide live content development and social media support at key institutional, admission, advancement, academic, and community events. 

• Monitor industry trends and best practices for social media and digital content, testing and implementing new ideas, researching and exploring new channels, and sunsetting or increasing the effectiveness of existing channels.

• Serve as an administrator for social media accounts, ensuring consistent brand voice, accuracy, and alignment with MICA's strategic goals.

• Provide guidance and support to campus partners regarding social media best practices, brand standards, content development, and the effective coordination of social media activity across the institution.

• Perform other related duties as assigned.

Knowledge, Skills, and Abilities:

• Strong writing, editing, and storytelling skills with the ability to craft compelling content tailored to various platforms and audiences.

• Demonstrated ability to translate institutional priorities and complex information into clear, engaging, audience-focused digital content.

• Strong knowledge of major social media platforms and their respective audiences, content formats, capabilities, and best practices, including LinkedIn, Facebook, Instagram, TikTok, YouTube, and Threads.

• Demonstrated understanding of social media strategy, audience development, community engagement, social listening, and reputation management.

• Strong understanding of social media analytics and digital performance metrics, with the ability to interpret data and translate findings into actionable recommendations.

• Knowledge of digital marketing principles, including organic and paid social media, lead generation, website analytics, SEO, content optimization, and emerging generative AI and search technologies.

• Ability to create visually compelling or appealing content, including basic graphics, photography and short-form video editing.

• Proficiency with social listening, social media measurement, and scheduling tools (such as Meltwater, Sprout Social).

• Strong project management and organizational skills, with the demonstrated ability to manage multiple projects, competing priorities, detailed calendars, and deadlines in a fast-paced environment.

• Ability to think strategically while remaining highly effective in the hands-on execution of content and marketing initiatives.

• Strong interpersonal and communication skills, with the ability to build collaborative relationships and work effectively with colleagues and stakeholders across a complex organization.

• Sound judgment and the ability to appropriately manage sensitive communications, emerging issues, and reputational concerns.

• Demonstrated attention to detail and commitment to accuracy, consistency, and quality.

• Knowledge of digital accessibility standards and best practices for web, social media, and multimedia content.

• Proficiency with Microsoft Office and/or Google Workspace and project management platforms such as Asana or similar systems.

• Ability to work independently, exercise initiative and sound judgment, and contribute effectively as a member of a collaborative team.

• Commitment to MICA's mission and values and the ability to create digital storytelling that reflects and supports a welcoming, creative, and inclusive community.

Minimum Qualifications:

• Bachelor's degree in marketing, communications, journalism, public relations, digital media or a related field

• Two years of professional experience in marketing, communications, and/or public relations professional experience 

• Two years developing, managing or supporting social media content and campaigns for a large, fast-paced, complex institution or organization that serves multiple audiences.

• Experience with managing marketing projects, specifically developing social media organic content and social media advertising campaigns.

• Experience creating, editing, or coordinating multimedia content for digital channels, including graphics, photography, and video.

• Experience using project management platforms (e.g., Asana or similar)

• Experience creating and/or collaborating on integrated multimedia content for social media, including graphics, photography, and video.

Preferred Qualifications:

• Experience developing and executing marketing strategies within a complex, mission-driven organization.

• Experience working in higher education, arts and cultural organizations, nonprofit organizations, or similarly complex institutions serving multiple stakeholder groups.

• Experience supporting enrollment marketing, audience recruitment, lead generation, advancement, fundraising, or other conversion-focused marketing initiatives.

• Experience with Adobe Creative Suite, Canva, or other design tools.

• Experience managing digital marketing campaigns.

Reporting to this position:

• May oversee student workers, freelancers, or interns.

Conditions of Employment:

• Satisfactory background check

• This position is in person and on campus. 

• Ability to work evenings and weekends to support events and time-sensitive content.

Physical demands and work environment:

• Physical Demands: While performing the duties of job, the employee is occasionally required to stand, walk; sit; use hands to finger, handle, or feel objects, tools, or controls; reach with hands and arms; balance; stoop; talk or hear. The employee must occasionally lift up to 15 pounds. Specific vision abilities required by the job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus. (may be adjusted depending on position)

• Work environment: While performing the duties of the job, the employee is exposed to weather conditions prevalent at the time. The noise level in the work environment is usually moderate to high.

• Required training:  Exhibitions Department Installation Guide and Policy handbook, MICA Handbook orientation, Anti-Harassment, Hazard Communication, Emergency Plans & Fire Prevention, Personal Protection Equipment. (additional training may be added, SEE: EHS Manager training schedule)

Maryland Institute College of Art is committed to its policy of providing equal opportunity regardless of race, color, creed, national origin, religion, gender, sexual orientation, marital status, age, disability, or veteran status (disabled, Vietnam-era, or otherwise). Furthermore, the College does not tolerate any form of sex discrimination, including sexual harassment or sexual violence. This policy applies to all programs, facilities, and activities provided by Maryland Institute College of Art, including but not limited to admission, educational programs, and employment.

Applicants must apply online for each job in which they are interested. You will not be considered for any job for which you have not specifically applied. We do not accept applications via email, U.S. mail, or fax. Successful candidates for any staff or faculty positions will be subject to a pre-employment background check.

MICA provides reasonable accommodations to applicants with disabilities on a case-by-case basis. If you need a reasonable accommodation for any part of the application and hiring process, please contact Human Resources at 410-225-2363.