Content Strategy Manager

Job Summary
The Content Strategy Manager helps manage the University's image and reputation, develops and implements comprehensive communications, content marketing, and brand storytelling strategies for university partners, and provides leadership in crisis communications. The role includes collaborating closely with various departments across the university to amplify stories that promote the university’s brand and strategic initiatives, as well as coordinating timely, accurate, and strategic communications during crises and other sensitive situations to support informed decision-making and protect institutional trust.

Knowledge, Skills, and Abilities

• Comprehensive knowledge of marketing, communications, and advertising principles, including the effective use of social media, email marketing, content marketing, search engine optimization (SEO), and other digital marketing.
• Awareness of trends, opportunities, and challenges affecting higher education and the evolving media landscape.
• Knowledge of crisis communications principles and best practices, including issues management, emergency communications, stakeholder communications, media response, and reputation management.
• Proficiency in Microsoft Office Suite, content management systems (Drupal CMS preferred), Adobe Creative Suite, Meltwater, HubSpot, and other digital communications and analytics tools.
• Expertise in strategic communications, public relations, media relations, content strategy, and brand management.
• Experience working across traditional, digital, social, and emerging media platforms.
• Capacity to quickly adapt to changing circumstances, emerging issues, and evolving institutional priorities.
• Capacity to build and maintain strong relationships with internal stakeholders, community partners, and local, regional, and national media outlets.
• Exceptional written, verbal, and interpersonal communication skills, with the ability to convey complex information clearly and effectively to an array of audiences.
• Strong attention to detail and commitment to accuracy, particularly in fast-paced and high-visibility communications environments.
• Strong project management and organizational skills, with the ability to manage multiple priorities and meet tight deadlines.
• Ability to work effectively with cross-functional teams across the university and foster a collaborative work environment.
• Ability to analyze data, identify trends, measure effectiveness, and translate insights into actionable strategies.
• Ability to identify, analyze, and effectively solve complex communications and organizational challenges.
• Ability to develop and execute crisis communication plans and provide strategic communications counsel to university leadership during emergencies and high-profile situations.
• Ability to assess reputational risk, anticipate communication challenges, and develop proactive communication strategies.
• Ability to handle high-pressure situations, sensitive issues, and crisis events with professionalism, sound judgment, and poise.
• Ability to make sound decisions that could impact the university's brand, reputation, and stakeholder relationships.

Required Qualifications

• Bachelor's degree in communications, public relations, marketing, journalism, English, public administration, or a related field and minimum of three (3) years of full-time professional experience in strategic communications, marketing, public relations, media relations, content strategy, or a related field.

Preferred Qualifications

• Master's degree.
• Previous Experience in higher education marketing or a similar industry.

Physical Demands (as needed)

• Frequent typing or keyboard use.
• Visual acuity to read printed and electronic materials.
• Hearing to distinguish sounds (e.g., phone calls, alarms).
• Remaining in one position for extended periods.

Key Functions and Expected Performance

Primary Duties

• Developing communication plans and campaigns for campus partners.
• Executing communication plans and campaigns for campus partners.
• Crisis communication.
• Media relations.
• Social media monitoring.
• Proofreading and reviewing departmental communications.

Secondary Duties

• Other duties as assigned.

Supervision Given and Received

• Supervised by the Senior Executive Director of Communications.
• No supervision over others.

Compensation & Benefits

• Job Family – Communications and Marketing Professional 3
• Market Range - 8 Salary Schedules
  • While our salary ranges provide a compensation framework, initial offers typically do not fall at the top of the range. Salary offers are based on each candidate's qualifications, experience, and overall alignment with the position, while ensuring internal equity across the organization.
  • 60,017.32-$69,379.42
• For information on benefits, please visit .

Application Instructions and additional details

• Exempt positions are only required to be posted for a minimum of fourteen (14) calendar days. The closing date for this posting is subject to change without notice to applicants.
• Documents needed to apply: Resume, cover letter, and references available upon request
• Employment is contingent on a satisfactory background check

ETSU is an equal opportunity employer.

University Overview

East Tennessee State University (ETSU) is an institution with over 14,000 diverse students and highly ranked graduate and undergraduate programs. Located in the Southern Appalachian Mountains of Northeast Tennessee, ETSU serves as a hub for community, discovery, and service. Aligned with the institution's mission, we value efforts to engage in teaching, scholarship, creative activities, and service that involve community partners and address significant societal needs in our region and beyond. Recognized in 2024 as a Great College to Work For, recent strategic initiatives prioritize the institution's focus on community engagement.

Disclaimer: The Job Summary is intended to describe the general nature and level of work individuals perform in this classification. It is not intended to be a complete list of all responsibilities, duties, and skills required. Management reserves the right to revise the job or require different tasks to be performed as assigned to reflect changes in the position. Employees must be able to perform the position's essential functions satisfactorily with or without reasonable accommodations.