Baruch College — Associate Director of Marketing

Job Description:
Baruch College’s strategic plan calls for increased visibility, branding, and recognition of the College’s academic programs, educational quality and achievements with key constituencies. The organization’s strategic communications and marketing plan is focused on building the institution’s reputation among key stakeholders, while growing its local, national, and international prominence. The Office of Communications, Marketing, and Public Affairs is responsible for developing and executing this plan, and ensures that the organization is presented through a unified brand presence, strategic key messages, and a consistent tone and voice.

The Office of Communications, Marketing & Public Affairs, is responsible for the College’s brand identity and overall communications, and helps manage the marketing initiatives of Baruch’s three schools (The Zicklin School of Business, the Marxe School of Public and International Affairs, and the Weissman School of Arts & Sciences). Reporting to the Executive Director of Marketing and Communications, the Associate Director of Marketing plans and executes marketing activities for Baruch’s three schools, as well as for other units across the College such as the president’s office, undergraduate admissions, fundraising/development, and alumni relations.

Job Responsibilities:

  • Develops integrated marketing plans to build the Baruch College brand, and to achieve the organization’s business development and enrollment goals.
  • Serves as a lead project manager and client contact for implementation of marketing initiatives requested by the Schools and other units across the College. Oversees all aspects of marketing projects from start to finish, including budget, timelines, design, copy, vendor management, and overall project communications.
  • Provides strategic marketing support with a focus on building enrollment of graduate programs, with a heavy emphasis on utilizing digital and social channels.
  • Spearheads marketing campaigns across all platforms; interacts with outside agencies to ensure quality and efficacy of advertising efforts; traffics final creative to vendors.
  • Manages media buying efforts (whether direct buys or through a third-party agency) to be tied to clients’ goals, and coordinates quantitative measurement and tracking of campaign effectiveness. This includes set up and management of SEM and social campaigns, as well as placement of traditional media such as print and outdoor.
  • Ensures that Baruch brand and style guidelines are consistently applied across the College’s marketing collateral and advertising; supervises in-house design staff and external agencies to ensure consistency with Baruch and CUNY standards is maintained.
  • Ensures that the College’s marketing and communications are coordinated across multiple channels, such as ensuring websites and social media are integrated with existing recruitment campaigns.
  • Manages and maintains the College’s central marketing systems, which include QuickBase, the project management solution, and MerlinOne, the digital asset management system (which houses still photography and videos).
  • Analyzes key metrics for marketing program effectiveness and offers recommendations to clients for optimizing strategies based on budget and staff resources.
  • Manages and coordinates logistics for photo and video shoots as needed.
  • Undertakes special assignments and other duties as needed at the request of the OCMPA’s senior staff

Until further notice, this is a hybrid position, eligible to work remotely and work on-site in the office. All CUNY employees must reside within a commutable distance to the tri-state area.

Candidates will be required to provide proof of being fully vaccinated against COVID-19 upon commencing employment. Exemption (medical or religious) requests to this requirement will be considered in accordance with applicable law. Being fully vaccinated is defined for this purpose as being at least two weeks past their final dose of an authorized COVID-19 vaccine regimen. Final candidates must be fully vaccinated as of their first day of employment.

Compensation and Benefits:
Salary commensurate with education and experience.

CUNY’s benefits contribute significantly to total compensation, supporting health and wellness, financial well-being, and professional development. We offer a range of health plans, competitive retirement/pension benefits and savings plans, tuition waivers for CUNY graduate study and generous paid time off. Our staff also benefits from the extensive academic, arts, and athletic programs on our campuses and the opportunity to participate in a lively, diverse academic community in one of the greatest cities in the world.


  • Bachelor’s degree and six years’ related experience required.
  • Work experience in a marketing managerial-level capacity in a corporate, higher education or public sector environment. Higher education experience is preferred.
  • Expertise and knowledge in marketing, advertising, and strategic communications, particularly as they relate to enrollment and business development activities. Proficient in advertising, media planning/buying, and digital marketing including search engine optimization (SEO) and search engine marketing (SEM).
  • Experienced with managing successful digital advertising campaigns utilizing media such as display, Google, video, social (Facebook, Twitter, and LinkedIn), and others. Experienced with analysis and interpretation of marketing analytics/metrics; experience with Google Analytics or other analytic tools is an asset.
  • Proficient with Microsoft Office (Word, Excel and PowerPoint). Understands graphic production file formats and processes. Working knowledge of or some familiarity with design software such as Adobe Creative Suite (Illustrator, Photoshop, InDesign) is an asset but not required.
  • Strong project management skills, including high customer-service orientation and experience managing clients (such as in an agency or in-house agency structure) is preferred. PM certification is an asset.
  • Experience working with enterprise-level web sites and their content management systems, and familiar with best practices in information architecture and user experience.
  • Excellent interpersonal, verbal and written communications skills. Able to work independently or collaborate with a team.
  • Detail oriented, with the ability to multi-task and meet deadlines.
  • Strategic, creative and analytical thinking skills.

How to Apply:
Go to the CUNY website to see the complete position description and job requirements in CUNYfirst under Job Opening ID #24508.  You can view and apply for this job in CUNYfirst via the following direct link to the posting 

Closing Date:
June 23, 2022

EEO Statement:
CUNY encourages people with disabilities, minorities, veterans and women to apply.  At CUNY, Italian Americans are also included among our protected groups.  Applicants and employees will not be discriminated against on the basis of any legally protected category, including sexual orientation or gender identity. EEO/AA/Vet/Disability Employer.