POSITION OVERVIEW:

At Lake Area Technical College (LATC), we take our mission seriously: superior, comprehensive technical education that changes lives and launches careers. We’re seeking a talented and innovative leader to serve as the college’s Director of Public Relations and Marketing to help tell our story; connect with our partners, alumni, and community; engage the Lake Area Tech student body; and attract the LATC student of tomorrow.

The Director of Public Relations and Marketing provides strategic leadership for all Lake Area Tech communications, marketing, branding, and public relations efforts. The Director is responsible for developing and implementing a cohesive, integrated marketing and communications plan that enhances the college's strategic priorities. The Director ensures that the college's narrative is authentic, engaging, and consistently represented across all communication channels. 

QUALIFICATIONS:

• Five or more years of experience in marketing, communications, advertising, and/or public relations.
• Three or more years of experience supervising and leading professional staff required.
• Associate’s degree or higher required.
• Experience in higher education preferred.
• Ability to communicate ideas and information impeccably, in written and oral formats, to all audiences of the college.
• Proven collaboration, communication, and conflict resolution skills.
• Ability to coordinate and manage multiple high-profile campaigns and operations simultaneously within budget.
• Demonstrated effectiveness in developing and executing strategic, data-driven public relations, marketing, and communication plans.
• Proficiency in using technology resources to work and manage projects well (ex. CRM systems, content management systems (CMS), digital advertising platforms, marketing analytics tools). Familiarity with emerging technologies, including AI applications, for marketing and student engagement.
• Strong knowledge of branding, social media, SEO/SEM, and content strategy, particularly for LATC’s target audiences.
• Experience with Adobe Creative Cloud.

REPORTS TO: Dean of Student Services and President

PERFORMANCE RESPONSIBILITIES:

• Lead the college’s public relations and marketing efforts to recruit students and tell the stories of Lake Area Technical College’s (LATC) work across a variety of audiences.
• Develop and execute strategic marketing and communication plans that are timely, engage the intended audiences effectively, and align with the college’s strategic priorities. Plans must be comprehensive, data-driven, and goal-oriented.

• Serve as the primary steward of the Lake Area Technical College brand.
• Build multi-year messaging strategies to generate and sustain a strong applicant pipeline.
• Collaborate with staff and faculty across campus to ensure consistency in messaging, voice, and visual identity.
• Leverage the experiences of students, faculty, staff, alumni, and industry partners to create compelling, authentic content.
• Manage third-party vendors and marketing partners.

• Draft press releases and news stories, and distribute to appropriate outlets.
• Manage public relations with the media and the public.
• Oversee website management.
• Coordinate advertising. Manage media buys and placements.
• Coordinate the design, production, and distribution of printed marketing materials and LATC documents such as letterhead and envelopes.
• Manage campus signage.
• Coordinate needed photography and videography.
• Produce and distribute LATC-branded items for marketing and public relations purposes.
• Coach and advise program faculty and the admissions team on student recruitment strategies, in partnership with the Dean of Student Services.
• Lead, mentor, and supervise a team of marketing and communication professionals in a high-output, fast-paced environment.
• Continuously assess and refine PR and marketing strategies to achieve goals and improve.

• Develop and manage an annual budget.
• Oversee relationships with external vendors, agencies, and consultants to ensure effective use of resources and measurable outcomes.
• Conduct market research and analyze industry trends to inform strategy and maintain a competitive edge.
• Engage with professional associations and peers to stay current on best practices in higher education marketing.
• Serve as a communications advisor to college leadership, including the development of executive messaging, presentations, and speeches.
• Assist with crisis communication planning.
• Demonstrate professionalism and provide high-quality customer service aligned with the college’s values.
• Maintain confidentiality, accurate records, and an organized, safe working environment.
• Exhibit adaptability, continuous learning, and strong problem-solving skills.

• Other duties as assigned.

WAGE RANGE: $81,000 - $96,000, dependent on qualifications and experience. Highly competitive benefits package.

TERMS OF EMPLOYMENT: 12-month position. Compensation set by the Watertown School Board.