Marketing & Communications Director

Position Summary

The Marketing & Communications Director manages all aspects of the Folk School's marketing department, including both internal and external communications. The position will develop and implement the Folk School’s marketing and communications strategy and technologies to optimize customer and business outcomes. They will work with the senior leadership team in strategic decision making and policy development as the Folk School continues to enhance its quality programming and build long-range sustainable plans. This position reports to the Executive Director and works closely with the Folk School’s management team in strategic planning, budgeting, and goal setting for the Folk School. This is a full-time, benefits eligible and exempt salary position.

Organization

John C. Campbell Folk School (“the Folk School”) was founded in Brasstown, North Carolina in 1925, as an experiment in progressive education. As of 2021, the Folk School offers over 850 week and weekend classes for adults each year in craft, music, and dance. The Folk School also hosts a full calendar of events, including an annual Fall Festival and weekly concerts and dances. Listed as a historic district on the National Register of Historic Places, the 270-acre campus includes fifteen studios, fourteen student houses, a dining hall, a community house for student gatherings and events, and a History Center. The Craft Shop, a fine craft gallery, showcases a diverse selection of traditional and contemporary Appalachian craft. John C. Campbell Folk School operates as a nonprofit 501(c)(3) organization with support from individuals, foundations, and other organizations.

Position Responsibilities

·       Develops and leads strategic marketing and communications campaigns for the school aimed at increasing student class enrollments; day visitors; attendance at Folk School events; and overall public awareness of the Folk School.

·       Oversees the development and execution of the digital marketing plan, including website content and evolution, social media strategies, SEM and SEO, digital ads and email marketing, securing and managing contracted services as may be needed for efficiencies and support.

·       Oversees brand management, including across digital and print assets; special event marketing; the development of collateral and communications for multiple departments and Olive’s Porch, a satellite venture located in downtown Murphy, NC.

·       Ensures creative and media vendors, consultants, and others deliver contracted results in alignment with established scope, budget, and timelines.

·       Responsible for producing printed and online development materials.

·       Manages/supervises all departmental staff and contract workers, delegating work as needed to achieve efficiencies and enable professional growth for staff. 

·       Works closely with the Development Director to support design, content and communication delivery for fundraising.

·       Partners with senior staff and department managers to understand and support their marketing and communications priorities, goals, needs, and plans and executes strategies that meet them.

·       Partners with IT Manager to identify, adopt, and maintain appropriate and effective marketing and communications technology vendors and applications.

·       Manages/supports data-driven decision making, utilizing online statistics, analytics, and industry trends to optimize marketing performance.

·       Develops and manages the marketing department’s operating and capital budgets in accordance with budgeting and spending policies.

·       Works with the Programming and Development teams to develop and execute strategies to maintain/increase the Folk School’s visibility within the southern Appalachian region, the local community, craft schools, alliances and associations, and priority demographic markets.   

·       Works with staff and/or consultants to develop and execute an annual strategic communications plan that includes media outreach, article development and placement, press releases/PSAs, opinion or content leadership in craft and folk school education media, etc.

·       Manages security and access for all M&C digital assets, social media platforms and websites.

·       Serves on staff and board committees and collaborates with partners on campus-wide initiatives.

·       Directs internal and consultant-led planning and work related to year-long centennial celebration in 2025-2026.

·       Performs other related duties as assigned by the Executive Director.

Education and Experience Requirements

·       Bachelor’s degree from an accredited college or university in business, marketing, communications or a related field of study, required.

·       Minimum of five years’ experience with marketing, communications and related technologies, required.

·       Leadership competencies and experience managing and developing a team, required.

Position Skills/Aptitudes

·       Strong interpersonal skills and high emotional intelligence

·       Extraordinary attention to detail, well-honed time-management skills, and organizational prowess

·       Ability to simultaneously conduct numerous projects 

·       Proven commitment and ability to meet strict deadlines

·       Able to speak confidently to groups of various sizes 

·       Proficiency with the creative side of marketing including graphic design and photography 

·       Technical knowledge of Windows and Mac operating systems, as well as iOS and Android mobile devices

·       Proficiency in productivity tools (O365, Constant Contact, Adobe Creative Suite)

·       Proven advanced writing skills

·       Experience supporting websites

·       Data and analytics experience

Physical Demands

This position requires limited travel and the ability to drive a car. A current driver’s license is required. The position requires that the employee be able to walk unaided up and down hills and over uneven terrain, bend, stoop, and have use of fine and gross motor skills. The work of this position frequently requires the use of hands to handle, or touch objects, tools, or controls. The employee must occasionally lift and/or move heavy objects or boxes, up to 40 pounds. While performing the duties of this job, the employee will stand and walk occasionally, and frequently sit and work at a computer for up to eight hours per day. Must be able to occasionally work weekends and holidays, as needed. This position requires fluency in English.

Pay And Benefits

The pay range for this position is approximately $85,000. The Folk School offers a comprehensive benefits package including health insurance, generous paid time off and two free classes annually.

Applications

To be considered for this position, please submit the following materials online at https://www.folkschool.org/jobs/marketing-communications-director/:

1. Cover letter that details your experience and knowledge in marketing and communications

2. Resume

3. Writing samples and/or portfolio

3. Contact information for three professional references

Review of applicants will begin immediately and continue until the position is filled.

John C. Campbell Folk School is an EEO Employer. EEO employers are committed to hiring a diverse workforce and sustaining an inclusive culture. All qualified applicants will receive consideration for employment without regard to race, color, national origin, gender, sex, age, religion, disability, sexual orientation, or veteran status, or any other status or characteristic protected by law.