William & Mary seeks a collaborative and innovative communications professional for the position of Executive Director of Content & Strategy. Overseeing the Content & Strategy Team, the Executive Director is responsible for university-wide public relations and communications planning, storytelling including the W&M News, social media strategy, internal communications, and content strategy.
As a member of the University Communications (UC) Leadership Team, the Executive Director reports to the Chief Communications Officer (CCO). The UC leadership team also includes the executive directors of media relations and web development and strategy. This position also works with the president and Cabinet, and partners closely with University Marketing, Government Relations colleagues and communications professionals across the university. The role operates within a highly matrixed environment, requiring collaboration and influence across academic, administrative, and external-facing units.
The Executive Director raises W&M’s visibility as a nationally preeminent R1 research institution and leading liberal arts university. Specifically, this position is charged with advancing an integrated, data-informed content strategy across all university platforms that identifies and articulates high-impact opportunities and maximizes the university’s brand platform. The Executive Director should be an exceptional writer and editor, understanding how to shape complex messaging for varying audiences, platforms and formats.
The position leads a team of experienced communications professionals, including writers for W&M News, research communications, internal communications, and social media specialists.
University Communications Mission Statement
University Communications (UC) serves as William & Mary’s central communications office, comprising three teams that support and promote the vision, mission and values of the university. The Media Relations Team includes the university spokesperson and leads national media outreach, response, strategy and emergency communications. The Web Development & Strategy Team provides a suite of services to support campus digital and web communications, including collaborative planning, concepts, strategy and communications tools. The Content & Strategy Team leads public relations strategy, content strategy, communications planning, storytelling, internal communications, and social media. Part of University Advancement at William & Mary, University Communications coordinates closely with University Marketing and associated groups.
Essential Duties and Responsibilities
The successful Executive Director of Content and Strategy will be a proactive member of a talented and creative team. Specifically, the essential duties and responsibilities include:
- Serve as lead for public relations initiatives, working closely among functional teams to realize objectives and oversee implementation, production, execution, and evaluation;
- Oversee content development, including the writing and editing of complex messaging for varying audiences and platforms;
- Develop new ways to improve operations and socialize best public relations practices across platforms to maximize opportunities to expand the university’s reach;
- Ensure proper forecasting is being done for all projects;
- Supervise a high functioning and trustworthy team of experienced communications professionals;
- Work closely with President Katherine A. Rowe’s Executive Leadership Team and Cabinet in planning and implementation of university-wide communications plans;
- Serve as a University Communications liaison at internal and external meetings, leading discussions on PR-related agenda items;
- Facilitate meetings with broad cross-sections of colleagues and campus partners;
- Serve as lead on the development and implementation of the university’s annual communications plan;
- Serve as the lead on implementing the university’s content strategy;
- Develop and implement proactive initiatives to ensure messaging across the university is consistent with the university’s brand platform and amplifies William & Mary’s distinct voice and narrative; and
- Establish metrics to ensure a data-informed communications approach.
Qualifications, Knowledge, Skills, and Attributes
The ideal candidate will possess a bachelor’s degree (a master’s degree is preferred) with seven to ten years of professional experience in communications, public relations or a related field. Ideally, this candidate will have expertise in AP style; experience working with higher education communications professionals; accreditation in Public Relations (APR) through the Public Relations Society of America or other communications strategy and public relations certifications; and advanced knowledge of project management methodology and practices.
The Executive Director will also possess a sense of diplomacy, emotional intelligence, and have the ability to prioritize and balance responsibilities, using a sense of humor as needed. In addition, the Executive Director should possess the following qualifications:
- Strong consulting and leadership skills, with the ability to impact, interpret, and implement communication plans and strategies; demonstrated ability to identify short and long-range strategic goals and contribute to their achievement;
- Creativity, discretion, and independent judgment, with excellent analytical, organizational, planning, strategic, conceptualization and problem-solving skills;
- Exceptional writing and experience with shaping complex messaging for varying audiences, formats and platforms;
- An exceptional editor with the heart of a teacher;
- Demonstrated success in establishing content strategy;
- Insight into how audiences discover and engage with content today, balancing authentic storytelling with an awareness of digital and algorithmic reach;
- Recent and progressive experience developing and leading cross-functional project teams from inception to completion;
- Self-starter with strong initiative and the ability to manage multiple relationships and projects concurrently in a fast-paced, deadline-driven environment; great degree of flexibility, efficiency, and initiative in work style, with the proven ability to adapt to changes;
- Exceptional interpersonal skills with a strong service-oriented approach, commitment to excellence, and the proven ability to work collaboratively in a team-oriented environment;
- Experience in talent development and mentorship;
- Proven experience in complex public relations strategies and communications plans;
- Ability to weave together complex messaging, threading the needle between promotional and authentic content;
- Strategic storyteller who unites creativity and clarity; and
- Respectful of the people, history, and tradition of the institution while also challenging the status quo with innovative and creative ideas and approaches.
William & Mary
A preeminent, public research university, grounded in the liberal arts and sciences since 1693, William & Mary is a vibrant and inclusive community. Through close mentoring and collaboration, we inspire lifelong learning, generate new knowledge, and expand understanding. We cultivate creative thinkers, principled leaders, and compassionate global citizens equipped for lives of meaning and distinction. William & Mary convenes great minds and hearts to meet the most pressing needs of our time.
~Mission Statement
America’s first university, W&M is a nationally preeminent public research university famous for its rigorous liberal arts and sciences curriculum and dedicated, engaged professors. The university’s strategy is to provide the most personal educational experience of any public university. W&M students are nothing short of exceptional; they're scholars, athletes, activists, musicians, world travelers, and generous volunteers. The W&M campus is a masterwork of preservation and innovation. Strategic planning advances William & Mary's educational vision, mission, and values by addressing our most pressing challenges and by seizing our most promising opportunities. Vision 2026 outlines a five-year plan to expand W&M’s reach, educate for impact and evolve to excel, building on a two-year generative planning process that engaged the entire university community.
Building on more than 300 years of innovation and excellence, the Alma Mater of the Nation transcends the boundaries between research and teaching, teaching and learning, learning and living. As a "Public Ivy" — one of only eight in the nation — W&M offers a world-class education at an exceptional value. In 2025, Forbes named W&M one of 10 “New Ivies,” universities “that are attracting the best and the brightest and graduating students that are outpacing most Ivy Leaguers in the eyes of employers.” W&M is an academic powerhouse. Its undergraduate, graduate, and online students know they'll work hard, and that their uncommon efforts will be personally, academically, and professionally rewarding. Academic life at W&M takes place across the College of Arts & Sciences, the schools of Business, Education, Law, Marine Science and newly launched School of Computing, Data Science & Physics. W&M students are some of the smartest in the world and are passionate about serving others. W&M professors are teachers, scholars, and research mentors, the cornerstone of a thriving intellectual community that produces experienced, engaged, and successful graduates.
William & Mary is led by President Katherine A. Rowe, who became William & Mary’s 28th President on July 1, 2018 and was inaugurated on February 8, 2019. A recognized leader, teacher, scholar and entrepreneur, Rowe is a passionate advocate for the relevance of the liberal arts and their critical intersections with technology and research. She is deeply interested in design thinking, innovation, and an entrepreneurial mindset within the liberal arts and the digital humanities. Her areas of research and scholarship include Shakespeare, Milton, Spenser, media history, and Medieval and Renaissance drama. Prior to joining W&M, Rowe held a number of leadership positions in higher education. From 2014 to 2018, she was Provost, Dean of the Faculty, and Sophia Smith Professor of English Language & Literature at Smith College in Massachusetts.
For more information about William & Mary, please visit https://www.wm.edu/.
Location
Williamsburg, VA offers the ideal setting for a modern, collegiate atmosphere. Located about 150 miles south of Washington, D.C., and midway between Richmond and Norfolk on Interstate 64, Williamsburg is home to an award-winning theme park, unlimited recreation opportunities, and the world's largest living history museum. Just an hour to the east, students, faculty, and staff can take a dip at the Virginia Beach oceanfront or drive an hour west to explore downtown Richmond’s historic charm. Washington, D.C. and the mountains of Shenandoah National Park are also popular road trips.
Closer to campus, Merchants Square and nearby Prince George Street offer dozens of coffee shops, cafes and restaurants. Known to W&M students as “the Delis,” the pubs and restaurants along Scotland Street across from Zable Stadium are a beloved hangout. In addition, students, faculty and staff can visit Tribe Square, located a short walk down Richmond Road along the edge of campus. Williamsburg’s newest foodie destination, the Edge District brings together innovative restaurants and craft beverages with shopping and nightly events. Finally, along Richmond Road a short distance from campus, High Street is a shopping and dining center with a movie theater and more.
Adjacent to the campus is Colonial Williamsburg, which along with Jamestown and Yorktown, comprise the Historic Triangle. Located on the Virginia Peninsula between the York and James Rivers, the Historic Triangle is formed by the early American historical sites of Colonial Williamsburg, Jamestown and Yorktown. The capital of Virginia in 1698, downtown Williamsburg is centered around Duke of Gloucester Street (“DoG Street”, to locals), which connects William & Mary to Colonial Williamsburg and forms an ideal corridor for student joggers.
Learn more at visitwilliamsburg.com.
Compensation
Compensation for the position will be competitive and based on the skills and experience of the selected candidate and the agreed upon portfolio of responsibilities; the range identified for this role is $120,000-$150,000. This is a hybrid position based in Williamsburg, Virginia, which offers a flexible work environment. William & Mary also offers a competitive and comprehensive benefits package.
To Apply
NES, a higher education search firm specializing in enrollment, marketing, and communications searches, is assisting William & Mary with this search for an Executive Director of Content & Strategy. For more information, or to nominate someone for this position, contact Laura Robinson (laura.robinson@nessearches.