Director of Brand Experience and Activation - 196384

The Director of Brand Experience and Activation leads the development and execution of a university-wide strategy that brings Pace University's brand to life through meaningful and engaging experiences. The role strengthens the University's reputation, supports enrollment and engagement goals, and fosters affinity among students, faculty, staff, alumni, donors, partners, and the broader community. Working collaboratively across University Relations and with academic and administrative units, the Director enhances audience experiences through events, campus environments, student engagement, and community partnerships.

The position also oversees brand activations, experiential marketing initiatives, and strategic partnerships that increase visibility, deepen engagement, and create opportunities for institutional growth and revenue.

Position Duties

Develop and lead a university-wide brand experience and activation strategy aligned with Pace's institutional priorities, brand platform, and annual goals, ensuring consistent brand experiences across physical, digital, cultural, and interpersonal touchpoints.

Identify and enhance the key moments that shape how prospective students, students, faculty, staff, alumni, donors, partners, and community members experience and connect with the University, fostering trust, engagement, loyalty, and pride.

Establish and maintain brand experience standards, governance, frameworks, and guidelines that ensure consistent application of the Pace brand across events, programs, environments, partnerships, sponsorships, and audience interactions.

Advise schools, colleges, departments, and administrative units on brand experience strategy, evaluate major initiatives for strategic alignment and audience impact, and identify opportunities to strengthen the University's brand presence.

Lead the planning and execution of high-impact brand activations, experiential marketing campaigns, signature events, installations, and engagement initiatives that increase visibility, participation, and emotional connection with the Pace brand.

Collaborate with marketing, communications, creative services, enrollment, alumni relations, development, student affairs, academic units, and other partners to deliver integrated brand experiences and measure their effectiveness.

Develop and implement a strategic partnership and sponsorship program by identifying, cultivating, and activating relationships with corporate, civic, cultural, nonprofit, media, and community organizations that advance institutional priorities and enhance the University's visibility.

Create partnership strategies, sponsorship packages, and activation plans that generate meaningful value, strengthen community relationships, expand programming, support student experiences, and create revenue opportunities while maintaining alignment with Pace's mission and brand standards.

Partner with Facilities, Campus Planning, Student Affairs, and other stakeholders to strengthen the Pace experience through branded environments, signage, wayfinding, public spaces, and placemaking initiatives that reflect the University's identity across all campuses.

Evaluate the student journey from recruitment through alumni engagement to identify opportunities for stronger brand connection, enhanced engagement, and the development of traditions, signature experiences, and shared moments that build belonging and school pride.

Develop and strengthen partnerships with community organizations, employers, cultural institutions, civic leaders, and nonprofit organizations to increase Pace's visibility, relevance, and impact throughout New York City, Westchester, and surrounding communities.

Partner with Human Resources, University leadership, and Internal Communications to integrate the Pace brand into employee onboarding, engagement, recognition, training, and culture-building initiatives that strengthen internal brand alignment and advocacy.

Monitor emerging trends and best practices in brand experience, experiential marketing, audience engagement, higher education, placemaking, partnerships, and sponsorships to inform strategy and continuous improvement.

Develop annual operating plans, budgets, timelines, implementation strategies, and performance metrics for brand experience initiatives, using qualitative and quantitative data to measure engagement, reputation, participation, partnership value, and overall impact.

Manage multiple complex initiatives simultaneously, oversee external agencies, consultants, vendors, and production partners, and prepare recommendations, presentations, and progress reports for University leadership and key stakeholders.

Performs other such duties as may be assigned from time to time.

Work Hours

Monday through Friday, 9:00 a.m.–5:00 p.m., with additional hours as needed.

Requirements

• Bachelor’s degree in marketing, communications, brand strategy, experiential marketing, event strategy, business, or a related field; advanced degree preferred.
• Minimum of seven years of progressively responsible experience in brand experience, experiential marketing, partnerships, sponsorships, events, audience engagement, or a related discipline.
• Demonstrated experience translating brand strategy into compelling experiences, activations, environments, or engagement programs.
• Experience developing and managing strategic partnerships, sponsorships, or revenue-generating relationships.
• Strong understanding of brand strategy, audience experience, integrated marketing, and reputation development.
• Proven ability to lead complex, cross-functional initiatives involving multiple stakeholders.
• Exceptional strategic thinking, creativity, judgment, and project management skills.
• Strong written, verbal, presentation, and relationship-building abilities.
• Experience managing budgets, agencies, vendors, and production partners.
• Ability to work collaboratively in a complex, decentralized organization and influence colleagues without direct authority.
• Experience in higher education, nonprofit, cultural, entertainment, hospitality, consumer, or place-based organizations is desirable.

Summary

About the Institution

Ranked in the top 9% of private US colleges that provide the best return on tuition investment, Pace University transforms the lives of its diverse students—academically, professionally, and socioeconomically. Currently, the University enrolls more than 13,000 students in more than 150 bachelor’s, master’s, and doctoral programs. Pace University is at the forefront of creating opportunity. Through the convergence of strong academics, experiential learning, and dedicated advising, Pace University empowers its students and positively impacts its communities.

Benefits Offered

• Pace University provides a competitive benefit program designed to offer the following:
• Medical, vision and dental insurance for preventive care or diagnostic and surgical procedures as well as an incentivized medical plan waiver option for those who choose not to participate (FT Employees).
• Income protection in the event an employee is not actively at work, due to illness (FT Employees).
• 403B investment opportunity to save toward financial security in retirement (PT and FT Employees).
• Programs and services that assist in balancing work and personal life (PT and FT Employees).
• Educational opportunities for the employee and eligible members of their family to pursue a degree at Pace or another higher education institution (PT and FT Employees).
• Opportunity for faculty and staff to participate in Pace’s award-winning health and wellness program, Pace Yourself to Wellness, which is designed to inspire employees to engage in healthy habits while optimizing health care resources (PT and FT Employees).
• Discount purchase plans for everything from entertainment, shopping and travel (PT and FT Employees).

AA/EEO Statement

Pace University is committed to achieving full equal opportunity in all aspects of University life. Pursuant to this commitment, the University does not discriminate on the basis of actual or perceived sex, gender or gender identity; race; color; national origin; religion; creed; age; disability; citizenship; marital or domestic partnership status; sexual orientation or affectional status; genetic predisposition or carrier status; military or veteran status; status as a victim of domestic violence, sex offenses or stalking; or any other characteristic protected by law federal, state or local law, rule or regulation.

Annual Security Report Notice

Pace is committed to ensuring the safety and security of the students, faculty, staff and visitors to the University. In compliance with the Jeanne Clery Disclosure of Campus Security Policy and Campus Crime Statistics Act, the University’s Safety and Security department publishes an Annual Security and Fire Safety Report, which can be accessed here. The report contains information on security policies as well as crime and fire statistics for the University.