Marketing and Communications Generalist

Marketing and Communications Professional - 9703MG M&C Pro3-Mktg & Comm Gen
University of Minnesota Bookstores

Description of Position
The Marketing and Communications Professional is responsible for development and implementation of long and short-term comprehensive marketing strategies that align with the University of Minnesota Bookstores' business goals. This includes production and distribution of retail print and digital graphics, oversight of marketing campaigns and lists, creation of sales promotion assets, managing social media advertising and budget development/oversight for campus. This position leads the marketing team in executing strategic marketing campaigns across various channels, including digital, social media, print, and events, with a primary focus on generating measurable results, increasing customer experiences and maximizing return on investment. Additionally, the individual in this position will collaborate with Bookstores Social Media student(s) and Brand Ambassadors to develop and implement social media strategies, content calendars, and community engagement initiatives with the goal of amplifying brand messaging and promoting offerings within the university community and beyond.
The individual in this position will also collaborate with Bookstores Graphic Design student(s) to create visually compelling marketing collateral, promotional materials, and digital assets. Their input and direction will ensure that design elements align with brand guidelines, resonate with our target audience, and contribute to the overall success of marketing campaigns.
In addition to strategic planning and campaign execution, this position will play a key role in building and nurturing relationships with key stakeholders, both internally and externally. This includes partnering with vendors, departments, and advertisers to support marketing initiatives and ensure brand consistency across all Bookstores retail operations in the Twin Cities, Crookston, Morris and Rochester. Overall, their role as the Marketing and Communications Professional will involve project management, stakeholder collaboration, and execution of marketing strategies across multiple channels. Their ability to work effectively with internal teams and students will be key to driving the Bookstore's marketing initiatives and achieving our business objectives.
The position reports directly to the Departmental Director.

Responsibilities (100%)
* Develop and execute a comprehensive marketing plan for the Bookstores which maximizes sales, exposure and brand image within budget requirements.
* Develop a youthful, engaged image for the Bookstores through the proper use of social media, email marketing, general advertising, public relations and sales promotions.
* Effectively coordinate with Bookstore buyers and managers to promote their respective businesses and evaluate effectiveness of sales promotions and events.
* Plan, create and manage Bookstores social media channel content and communications.
* Develop and maintain contacts/programs with a wide range of campus groups including Orientation and Transition Experiences, Alumni Association, Parent Program, Admissions, etc.
* Negotiate and maximize vendor co op advertising and marketing funds. This includes adhering to vendor specifications and invoice guidelines available from vendors.
* Ensure that the Bookstores are effectively supporting the activities of campus groups, both students and staff.
* Create and coordinate major campus events/programs including Gradfest, Gopher Gear-Up, Explore U, University onboarding events, Employee Recognition Program, etc.
* Develop and administer a visual point of purchase merchandising program.
* Work with buyers and store managers to ensure that key merchandising space in the stores is used effectively in support of sales promotion and advertising efforts.
* Develop an internal communications program to keep all store personnel informed of events taking place in the Bookstores and on campus. Ensure all personnel are kept abreast of upcoming advertised events and promotions.
* Plan, create, and publish digital and print assets to support store branding and retail sale initiatives.
* Create and maintain web content for coupon validation, store hours, general information, etc. Create and manage brand style guides to assist team members with web product descriptions and photography to improve our Search Engine Optimization.
* Work with local media to ensure maximum reach and value for external advertising.
* Other duties as assigned.

Essential Functions of the Position
* Establish a comprehensive Bookstores marketing plan and budget.
* Develop new and creative approaches to drive the Bookstores brand, image and sales.
* Manage subscriber data and Bookstores email marketing platforms while maintaining University standards, e-marketing regulations, and accessibility standards.
* Create and oversee digital and print advertising campaigns and budgets.
* Manage all digital channels for customer feedback and effectiveness.
* Manage Bookstores advertising to ensure compliance with University and external vendor branding requirements.
* Develop and maintain contacts with campus groups, local businesses and community.
* Assist with internal communications program.
* Maintain and manage data integrity and privacy.

Work Environment
Work is performed mainly in a retail store and office setting.

Classification #: 9703MG M&C Pro3-Mktg & Comm Gen
Status: Exempt
Probationary Period: NA
Last Revision: March 2025

Minimum Qualifications
* BA/BS Degree plus at least four years of experience.

Preferred Qualifications
* Demonstrated responsibility of prior oversight of a small department or cross-disciplinary team of notable size, complexity, or significance that, in part, affects how well the organization to which the incumbent belongs operates.
* Knowledge of marketing and business concepts.
* Knowledge of retail operations and processes.
* Experience with social media usage and utilization.
* Experience with Adobe Creative Suite or similar software.
* Ability to develop and maintain working relationships with a variety of stakeholders both internal and external.
* Ability to develop, plan and execute marketing programs.
* Ability to communicate effectively, both verbal and written.
* Ability to work independently and react to market/social opportunities.
* Ability to understand, execute and analyze digital/ecommerce data.

Pay Range: $66,560-$70,720; depending on education/qualifications/experience

Time Appointment: 75%-100% Appointment

Position Type: Faculty and P&A Staff

Please visit the Office of Human Resources website for more information regarding benefit eligibility.

The University offers a comprehensive benefits package that includes:

• Competitive wages, paid holidays, and generous time off
• Continuous learning opportunities through professional training and degree-seeking programs supported by the Regents Tuition Benefit Program
• Low-cost medical, dental, and pharmacy plans
• Healthcare and dependent care flexible spending accounts
• University HSA contributions
• Disability and employer-paid life insurance
• Employee wellbeing program
• Excellent retirement plans with employer contribution
• Public Service Loan Forgiveness (PSLF) opportunity
• Financial counseling services
• Employee Assistance Program with eight sessions of counseling at no cost
• Employee Transit Pass with free or reduced rates in the Twin Cities metro area

Applications must be submitted online. To be considered for this position, please click the Apply button and follow the instructions. You will be given the opportunity to complete an online application for the position and attach a cover letter and resume.

Additional documents may be attached after application by accessing your "My Job Applications" page and uploading documents in the "My Cover Letters and Attachments" section.

To request an accommodation during the application process, please e-mail employ@umn.edu or call (612) 624-8647.

The University recognizes and values the importance of diversity and inclusion in enriching the employment experience of its employees and in supporting the academic mission. The University is committed to attracting and retaining employees with varying identities and backgrounds.

The University of Minnesota provides equal access to and opportunity in its programs, facilities, and employment without regard to race, color, creed, religion, national origin, gender, age, marital status, disability, public assistance status, veteran status, sexual orientation, gender identity, or gender expression. To learn more about diversity at the U: http://diversity.umn.edu

Any offer of employment is contingent upon the successful completion of a background check. Our presumption is that prospective employees are eligible to work here. Criminal convictions do not automatically disqualify finalists from employment.

The University of Minnesota, Twin Cities (UMTC)

The University of Minnesota, Twin Cities (UMTC), is among the largest public research universities in the country, offering undergraduate, graduate, and professional students a multitude of opportunities for study and research. Located at the heart of one of the nation's most vibrant, diverse metropolitan communities, students on the campuses in Minneapolis and St. Paul benefit from extensive partnerships with world-renowned health centers, international corporations, government agencies, and arts, nonprofit, and public service organizations.

At the University of Minnesota, we are proud to be recognized by the Star Tribune as a Top Workplace for 2021, as well as by Forbes as Best Employers for Women and one of America's Best Employers (2015, 2018, 2019, 2023), Best Employer for Diversity (2019, 2020), Best Employer for New Grads (2018, 2019), and Best Employer by State (2019, 2022).