ASSOCIATE VICE PRESIDENT STRATEGIC COMMUNICATIONS AND MARKETING San Jose State University seeks a new Associate Vice President for Strategic Communications and Marketing to lead the university s communications and brand positioning during a critical period in its history that will include its second comprehensive campaign. SJSU, with 270,000 alumni, more than 80 percent of whom live and work in the San Francisco Bay Area, presents an exceptional opportunity for an experienced communications professional to join a forward-looking university and a dynamic advancement team committed to making a significant impact on the future of the institution and its community. Located at the southern tip of San Francisco Bay, San Jose is the third largest city in California and the tenth largest in the United States. The university s 154-acre metropolitan campus is at the epicenter of Silicon Valley, the global hub of technology innovation and America s leading patent-generating city. Evidence of SJSU s motto, Powering Silicon Valley, is that its alumni comprise the largest share of Apple s workforce of any college or university. Among the top five technology companies in the Valley, the number of San Jose State alumni employed ranks in the top three across the board. San Jose State, founded in 1857 and the oldest public college or university on the west coast, is where the past meets the future of California and beyond. SJSU s approximately 33,000 students comprise a vibrant and inclusive on-campus population mirroring California s demographics and collectively pursue degrees in 134 programs offered within eight colleges of the university. UNIVERSITY AND ADVANCEMENT LEADERSHIP Dr. Mary A. Papazian became the 30th president of San Jose State in July 2016, and brought to her role a wealth of experience in higher education along with a deep commitment to student and institutional success. President Papazian is a sophisticated leader with an understanding of communications and the critical role played by branding and philanthropy in institutional success. She earned her undergraduate and graduate degrees at UCLA in English Literature, and prior
2 to her appointment at San Jose State was president of Southern Connecticut State University. The university s advancement division is ably led by Dr. Paul Lanning, who joined SJSU in 2015 and serves as Vice President for University Advancement and CEO of the Tower Foundation, the private 501.c.3 foundation providing philanthropic support and counsel to the university. Vice President Lanning, to whom the AVP Strategic Communications and Marketing will report, oversees a team responsible for fundraising, alumni engagement, strategic communications, athletics advancement, advancement and campaign operations, and management of the Tower Foundation. Dr. Lanning brings to his role more than two decades of leadership experience in both public and private organizations in higher education, business, and not-for-profit organizations. To date, he has had direct responsibility for attracting more than $200 million in philanthropic support to the organizations he has served. In addition to his deep executive-level experience in fundraising, Dr. Lanning also brings an extensive background in marketing, communications, governmental relations, and staff and board development. He holds degrees from the University of California, San Diego; the University of Massachusetts, Amherst; and the University of the Pacific. SCOPE OF RESPONSIBILITIES The new Associate Vice President for Strategic Communications and Marketing will bear primary responsibility for devising and implementing a university-wide integrated marketing and communications plan that will positively advance the university s mission and vision to both internal and external audiences. In addition, while serving as a member of the division s senior leadership team, s/he will advise the president and senior cabinet of the university on internal and external marketing and communications strategies to protect, build, and sustain a positive image of San Jose State University. Reporting to the Vice President for University Advancement, the AVP will initially lead a staff of 11 tasked with further elevating the SJSU brand within Silicon Valley and beyond. A comprehensive strategic positioning document, new in late 2014 and entitled SJSU Power Source: A Multi-Platform Communication Guide, provides a brand roadmap for the university. As leader of the SJSU communications team, the AVPSC&M will participate fully in shaping overall strategy for university communications in his/her capacity as a key advisor to the
3 president and vice president. In addition, the new AVP will be called upon to provide communications support for the upcoming campaign, now in feasibility testing. BACKGROUND AND CONTEXT Fundraising, which has grown in importance as a component of total top-line revenue at San Jose State, has been moderately successful over the years although there is a strong consensus today that there remains considerable upside potential for the future. Historically not tied closely to institutional strategy, a commitment has been made to link branding, fundraising and the upcoming campaign to core priorities of the university s new strategic plan, which is currently under development. SJSU is grouped with peer institutions in the 23 campus California State University system based on endowment (currently $156M), student FTE enrollment (currently 33,409), and FTE fundraising staff (currently 25). Other institutions within its group include: San Diego State University, Fresno State University, Long Beach State University, San Francisco State University, and California Polytechnic University (San Luis Obispo). The current operating budget of the University Advancement division is $8M, including salaries. The next AVP Strategic Communications and Marketing will bear primary responsibility, working with outside counsel as appropriate, to make the case for the campaign and major gifts in particular. S/he will join a highly collegial staff culture in University Advancement that works well together with common purpose. Three members of the team have served in the division for 12 or more years and offer deep historical knowledge of the university, the volunteer and donor base, and the overall advancement program. The Tower Foundation Board of Directors, formed in 2005, is comprised of 29 individuals, 23 of whom are community members, three are ex officio, and three are constituent representatives. Sixty-five percent are alumni spanning the decades of the 1950s, 60s, 70s, and 80s. OPPORTUNITIES AND CHALLENGES FOR COMMUNICATIONS LEADERSHIP The congruence of three contextually powerful forces presents an unparalleled opportunity for SJSU s next AVP Strategic Communications and Marketing. First, the Bay Area is an opportunity-rich environment for increased brand clarity in relation to other higher education institutions in the region based on its size, history, and unique niche. Second, as already noted,
San Jose State University s location, large alumni base in the region, and its established role as a leading workforce provider for the tech industry position the university exceptionally well for reputational growth, especially during a campaign. Third, the arrival of new university and advancement leadership, an emergent strategic plan with goals for increased community engagement and innovation, and the outstanding work already completed on behalf of strengthening San Jose State s identity and positioning, offers an exceptional opportunity to make a significant difference in the future of the university. Maximizing these opportunities will depend on the AVP s ability to effectively meet several challenges. First among them will be to tightly synchronize a plan for communications on all platforms with the strategic plan, Inspire Our Journey. While still under development within the context of a university-wide strategic planning process, the following core themes and goals offer inspiration for communications leadership and the outward projection of university excellence: Education for Engagement and Innovation, with a goal of becoming a university of choice where students are well-prepared to pursue their career aspirations and contribute to civic life; Academic Excellence and Leadership, with a goal of being known as a premiere public university where faculty and staff are regional, national, and global leaders in their fields; A Thriving Quality of Life, with the goal of serving as an inclusive and welcoming institution that attracts, retains, and sustains outstanding faculty, staff, and students; To Connect, Engage, Contribute, with a primary goal of an engaged and dynamic urban university with strong connections across the university and within the region; Campus Development and Sustainability, with the goal of developing an inspiring campus at the epicenter of San Jose s economic, cultural, and intellectual vibrancy. A second early challenge will be to synchronize quickly with campaign planning and the emerging case for increased philanthropic support. Fundraising success is driven in large part by relationships but those relationships are strengthened by a common bond forged by clarity of goals, strength of case, and consistency of brand. There is a high degree of consensus that San Jose State University is an under-valued center of excellence in the community and region. SJSU is the comprehensive public university of Silicon Valley and a major driver of its economic success, but the university has never been fully recognized as such. An important factor impeding the emergence of a strong brand presence has been the chronic instability in the university s leadership. Since 2000 alone, San Jose State University has been led by eight presidents. Thus, a third challenge will be to help ensure 4
5 seamless and consistent messaging that is synchronized closely with President Papazian as a core component of her success. A key opportunity for the AVPSC&M will be to assemble and inspire a high-functioning, highoutput team that delivers the university s brand with boldness and conviction through a full range of editorial, creative, digital, video, live-presentation, marketing, crisis management, media relations, and other central communications disciplines. The positive alignment of opportunity with challenge is perhaps best illustrated by the strong prioritization of external engagement in all its manifestations. Underscoring her deep commitment and high expectations for the role played by strategic and executive communications, for example, was the early establishment of a new director-level position reporting to the associate vice president. Thus, the timing and support profile could not be more advantageous to a new associate vice president for strategic communications and marketing looking to make his or her mark while also making a significant difference in the future of San Jose State University. KEY ATTRIBUTES AND EXPECTATIONS OF COMMUNICATIONS LEADERSHIP The successful candidate will be: A great brand visionary, strategist, and evangelist to further the present and future of a shared identity; A relentless collaborator who understands how to work closely with all university constituencies to implement communications that will help the university in meeting the challenges and opportunities presented by its position at the center of Silicon Valley; A highly capable intermediator among leaders both on and off campus. Someone who can connect dots and people to weave together messages and their carriers; A strong manager of creative and dedicated people already in place who care deeply about the university and are eager for experienced leadership and the addition of strong new colleagues ; An individual with exceptional personal communication skills already amply demonstrated through increasingly complex roles over a period of several years. In addition, the successful candidate will present: an earned baccalaureate degree from an accredited four-year college or university, with preference for an advanced degree; a minimum of ten years of experience with at least five years serving at the director level or above, preferably in higher education; a background of progressively increased responsibility in a
6 comprehensive and sophisticated communications program, including supervision of experienced, creative staff; and, a thorough working knowledge of communications planning and metrics-driven outcomes. Experience with capital or comprehensive campaign case statements and fundraising communications support in a college or university is highly desirable. NOMINATIONS AND APPLICATIONS Nominations and self-expressions of interest are welcome and encouraged. Although applications will be accepted until an appointment is made, candidates should submit materials as soon as possible, but no later than April 16, 2018 for full consideration. Applicant screening will begin shortly thereafter. An appointment, following a rigorous interview process, is anticipated in late May/early June, with a start date to be determined based on the current commitments of the successful candidate. The search is being assisted by Dr. Vance Peterson of AGB Search. Nominations and inquiries may be directed to vance.peterson@agbsearch.com (818) 304-5233. Application materials should be submitted electronically (in Adobe PDF or MS Word) to: AVPcommunicationsSJSU@agbsearch.com. Formal applications must include a cover letter responding to the opportunities, challenges, and expectations of communications leadership; a complete resume or vita; and contact information (email and phone) for at least three professional references, none of whom will be contacted without prior knowledge and permission of the candidate. All nominations, inquiries, and applications will be received and evaluated in full confidence. San José State University is an Affirmative Action/Equal Opportunity Employer. We consider qualified applicants for employment without regard to race, color, religion, national origin, age, gender, gender identity/expression, sexual orientation, genetic information, medical condition, marital status, veteran status, or disability. This policy applies to all San José State University students, faculty, and staff as well as University programs and activities. Reasonable accommodations are made for applicants with disabilities who self-disclose.