Director, Marketing (Workforce Development)

Responsible for leading integrated marketing, communication, and creative strategies to support SME’s workforce efforts. This includes developing plans to raise awareness, increase visibility, attract participants, and engage stakeholders across multiple markets, including corporate, education, and workforce agencies.

Plays an active role in collaboratively leading and shaping strategic decisions that impact SME’s workforce development efforts and aligning marketing initiatives with broader business goals. Provides leadership to marketing, communications, and creative professionals focused on promoting programs and evolving SME’s position in the market.

Gathers insights from a complex landscape of partners and funding sources to identify opportunities, apply data-driven strategies, and guide marketing across online and offline channels.

MAJOR FUNCTIONs

• Lead and develop a high-performing, engaged marketing team supporting SME Workforce Development and Tooling U-SME. Recruit, hire, train, and evaluate staff; identify talent gaps and opportunities for growth.
• Provide strategic and functional direction for integrated marketing, communications, and creative efforts across Workforce Development and Tooling U-SME.
• Build a strong understanding of the markets served and the manufacturing workforce landscape. Monitor market needs, trends, and intersections across channels and audiences to inform positioning and messaging.
• Maintain awareness of relevant workforce and education initiatives and recommend ways to better align SME offerings to market opportunities.
• Partner with SME Corporate Communications to align messaging, develop enterprise-level materials, and ensure cohesive brand communication across business units.
• Develop and execute annual marketing and communication plans aligned with SME’s workforce priorities and broader business goals.
• Guide the evolution of the SME Workforce Development brand and visual identity in collaboration with creative resources.
• Oversee marketing content strategy, including white papers, blogs, collateral, newsletters, and digital content to ensure consistency and quality across all materials.
• Provide digital marketing oversight, including social media, email marketing, SEO, and content marketing. Strengthen online presence and ensure messaging is clear and effective.
• Lead development and functionality of the Workforce Development and Tooling U-SME websites. Implement strategies to improve user experience and conversion performance.
• Collaborate on the direction of thought leadership efforts. Guide message development and ensure consistent distribution across relevant platforms and channels.
• Support go-to-market strategies for new programs and initiatives, including events, sponsorships, webinars, and speaking engagements. This includes oversight of a national flagship event for workforce development.
• Identify and engage with key influencers, platforms, and organizations to expand reach and share thought leadership content. Manage partnerships that support marketing and communication objectives.
• Lead messaging and positioning for Tooling U-SME to align with SME’s overall workforce strategy and brand. Leverage existing relationships in both education and industry sectors.
• Define and track key marketing performance indicators to demonstrate contribution to SME’s workforce goals.
• Manage the marketing budget and external agency partnerships to ensure cost-effective use of resources and support.
• Other duties as assigned.

MINIMUM EDUCATION, SKILLS, EXPERIENCE REQUIRED

• Bachelor’s degree required; marketing, communication, or business preferred.
• At least 10–15 years of relevant marketing leadership experience, including direct responsibility for managing teams; nonprofit or service-oriented organization experience preferred.
• Proven ability to lead, coach, and develop a high-performing team, including hiring, performance management, and team structure design.
• Strong communication skills with the ability to tailor messages to diverse audiences.
• Ability to gather insights from multiple sources and identify trends that inform strategy.
• Demonstrated experience setting goals and implementing strategies tied to measurable outcomes.
• Effective collaborator who also demonstrates initiative and sound judgment.
• Strong project management skills; organized, proactive, and accountable.
• Strategic and creative thinker with a focus on execution.
• Comfortable operating in a fast-paced and evolving market environment.

KEY COMPETENCIES

Core Competencies:

• Communication and Collaboration
• Relationship Management
• Professionalism and Integrity
• Critical Thinking and Problem Solving
• Execution
• Initiative, Leadership and Development

Leadership Competencies:

• Leadership and Vision
• Talent Management and Development
• Change Leadership

Job Specific Competencies:

• Integrated Marketing Strategy
• Content Strategy and Storytelling
• Market Insight and Customer Orientation

WORKING CONDITIONS

• Normal office environment
• Regular, in-person attendance required
• Primary office location: Southfield, MI
• Travel required