Senior Brand and Content Strategist

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Senior Brand and Content Strategist

Office of Marketing

Exempt, Regular, 100% Full Time, Pay Grade 2.4

Job Location: Adelphi, MD preferred, Remote will be considered

UMGC is seeking a Senior Brand and Content Strategist. Reporting to the Content Strategy Manager, the Senior Brand and Content Strategist supports strategic messaging to key audiences including prospective students, current students and alumni across owned channels. Specifically, this role is responsible for supplementing Marketing's efforts to positively impact enrollments generated through curation and expert leveraging of competitive, engaging and compelling content.


● Generates messaging insights as needed through key tools like BurningGlass/EMSI and IPEDS, as well as internal and external data analysis.

● Acts as primary point of contact for research vendors and leads execution of quantitative and qualitative brand and creative testing research to gain and maintain an in-depth understanding of key audiences and their preferences to make actionable strategic content recommendations.

● Conducts market studies as needed to determine audience composition and program demand.

● Reports as needed on key competitor activity to identify program, service and message SWOT.

● Collaborates with the analytics team to ensure content assets are optimized for SEO.

● Generates, leverages and communicates content best practices by medium and channel.

● Establishes collaborative relationships with university stakeholders to maintain a comprehensive understanding of competitive messaging and strategic content opportunities.

● Produces and maintains strategic brand, program and audience briefs inclusive of brand promise, rational and emotional reasons to believe.

● Executes content marketing plans and calendars that promote engaging, compelling and enrollment-driving messaging across owned channels including web sites & portals, collateral, organic social media, signs, etc.

● Ensures initiative success metrics are tracked (views-leads-apps-enrolls) and provides strategic recommendations to improve results. Reports on marketing effectiveness by campaign.

● Informs and collaborates with channel managers including paid advertising, corporate communications, CRM and more to ensure optimal and consistent communication of the content strategy.

● Writes and submits strategic, concise, data-informed and fully scoped creative briefs and interfaces with internal creative and operational teams as well as external agencies to deliver on-time and on-budget asset production.

● Strategically and efficiently manages projects through the Workfront software to optimize and responsibly leverage those resources.

● Ensures all outputs are within campaign, accurate and successfully uphold all marketing, university and brand identity standards.

● Writes and edits SEO optimized content for the web.


● Bachelor's degree from an accredited institution of higher learning in related discipline (marketing, management, communications) is required.

● Seven (7) years of related experience minimum is required.


● MBA is preferred.

● Agency experience is a plus.

The ideal candidate will:

● Possess strong project management, analytical and communication skills.

● Be a natural relationship builder.

● Have the ability to extract value from data to make solid recommendations.

● Be a self-starter that takes initiative to generate and move projects forward without specific guidance.



All submissions should include a cover letter and resume. UMGC offers competitive compensation and comprehensive benefits for qualifying positions, such as tuition remission, generous leave and healthcare. For detailed benefits information, please visit:

The University of Maryland Global Campus (UMGC) is an equal opportunity employer and complies with all applicable federal and state laws regarding nondiscrimination. UMGC is committed to a policy of equal opportunity for all persons and does not discriminate on the basis of race, color, national origin, age, marital status, sex, sexual orientation, gender identity, gender expression, disability, religion, ancestry, political affiliation or veteran status in employment, educational programs and activities, and admissions.

University of Maryland Global Campus (UMGC) is committed to helping safeguard the health of its faculty, staff, students, contractors, and guests. Because vaccinations reduce the spread of SARS-CoV-2-the virus that causes COVID-19-and in alignment with the University System of Maryland (USM) vaccination mandate, all prospective UMGC faculty (full-time and adjunct) and staff are required to be fully vaccinated, unless an exception is approved as a reasonable accommodation based on disability or religion.

Prospective faculty and staff must provide their vaccination status and submit proof of vaccination (or a copy of their Approved Exception Letter) before the start of their employment. Failure to provide proof of vaccination or show proof of exception may result in the offer of employment being rescinded.