Overview

The Hormel Institute is an independent biomedical research institution within the University of Minnesota’s Research and Innovation Office. Established in 1942, our mission is to conduct research and provide education in the biological sciences with applications in medicine and agriculture, specifically by understanding, treating, and controlling cancer and other chronic diseases. The Hormel Institute serves as a center of technical and educational expertise for the benefit of the local community, the State of Minnesota, and beyond. We are located in the uniquely diverse rural community of Austin, MN, conveniently only 35 miles from Rochester, MN, and 100 miles (1.5 hours) south of Minneapolis/St. Paul. The Hormel Institute is committed to fostering a work environment that promotes inclusive excellence, supportive employee practices, and encourages diversity of thought that drives innovation and creativity in our science. This position uses science communication to inform and inspire the general public about scientific discoveries and knowledge.

The HI Marketing & Communications Manager, reporting to the Chief of Staff, is a key member of the HI leadership team responsible for handling a variety of complex communications and marketing projects in support of the Institute’s goals to increase audience awareness of, and build the reputation of, HI by communicating the breadth, depth, and impact of the research, education, and outreach initiatives of The Hormel Institute.

The Marketing & Communications Manager develops and oversees marketing strategy, communications strategy, and content creation focused on all forms of media, using a highly developed knowledge base and extensive research in partnership with the HI teams. The person in this role must also respond and regularly adapt to dynamic and changing conditions, requiring creative solutions and new approaches while incorporating strong intercultural framings and inclusive practices. This position supervises three full-time direct reports, including a Communications Associate, a Graphics Design Associate, and a Media and Social Media Associate. The Marketing & Communications Manager is responsible for advancing public understanding of high-impact biomedical research through written, auditory, and visual communication.

FOCUS OF JOB RESPONSIBILITIES

30% – Marketing & Communications Strategic Planning

• Develop communication and marketing strategies for the institute and its research, academic, and outreach programs and activities. Identify opportunities, initiate, and manage programs and projects that span a wide range of communications activities, including public and media relations, branding and art direction, strategic marketing and promotion, publications, web, and social media. Establish program and project plans, work goals, timelines, and tasks; evaluate impact and successes at set intervals; make necessary adjustments when/where needed.
• Identify, set, and follow communication and media trends. Research, evaluate, and implement emerging opportunities for communicating HI activities and achievements. Optimize existing and emerging communication channels to deliver coordinated messages to general and specific audiences.
• Develop all HI communications policies and processes, including branding and style guides. Incorporate intercultural framing and inclusive practices into all policies, processes, and system structures.
• Track and analyze digital metrics, including clicks, engagement, etc. as well as analyze media coverage and return on investment to measure and evaluate communications and marketing strategies successes and failures to refine communications strategy.
• Identify and pitch stories to key audiences including local and national media, University Relations, industry, the broader regional community, and members of the public.
• Develop and utilize local and national networks of media contacts to garner coverage of HI research, programs, activities; coordinate media and press with appropriate outlets with an eye to stories that highlight the institute.
• Consult with managers and directors of key units, including Operations, Development/External Relations, and Community Outreach and Education on their unit’s communication efforts to engage and sustain relationships and marketing with key stakeholders using communication channels.

25% – Content Development

• Develop and maintain relationships with faculty, researchers, operations departments, and key local and regional stakeholders to identify compelling stories and related content for informing and engaging local and national constituent groups.
• Cultivate themes, story ideas, original content pieces including articles, photography, and videography; conduct interviews for content or concept of content; determine direction of articles and publications.
• Write and edit stories and content for digital and print publication, ensuring all content has been filtered through an intercultural lens to promote inclusivity and accessibility to broad and diverse audiences.
• Develop, use, and analyze new and emerging social media features, platforms, and strategies to promote and market events, engage audiences, and communicate stories, activities, and achievements of the institute.
• Supervise web and graphic design team members to create and maintain content and design on the Institute website and in all communications channels.

25% – Marketing and Communications Program Management

• Perform editorial duties to support positive messaging about academic, trainee, and research programs at HI and the University of Minnesota.
• Serve as primary contact for faculty, staff, and students regarding HI brand standards and serve as the local subject-matter expert in university brand guidelines and policies as maintained by University Relations.
• Serve as primary media contact and institute spokesperson, working in collaboration with the Executive Director, Chief of Staff, and Development/External Relations Director.
• Communicate earned media to key audiences as it happens.
• Serve as the main HI contact with University Relations; align strategies with university-wide marketing and communications efforts and University policies.
• Support institute leadership and Operations manager with internal communications strategy, writing, and reviewing projects.
• Support institute leadership with preparation of stakeholder presentations, announcements, annual reports, and speaking engagements.
• Actively monitor media for HI and key partners/issues/legislation and timely inform leadership of potential issues, risks, and opportunities.

20% – Supervision, Leadership, and Training

• Supervise and provide leadership to the Marketing and Communications Associates to create high quality communication designs, copy, video, photography, etc. for use in the website, social media, newsletters, annual reports, etc. Ensure that Associates continually develop by utilizing resources, training, and knowledge needed to deliver professional communications services and consultation.
• Advise on central University communications efforts where appropriate.
• Train and coach institute leadership, faculty, and representatives in preparation for media interviews, stakeholder presentations, and elevator pitches.
• Stay up to date on best practices and emerging trends in the field through continuing education and participation in local, state, and national training and learning events and programs.
• Cultivate professional and technical knowledge by attending educational workshops, reviewing professional publications, establishing professional networks, and participating in professional associations.
• Partner with other University of Minnesota centralized units and science communicators, such as University Relations to participate in and learn from UMN organizational initiatives.
• Engage in training and networking opportunities with national professional organizations and science communication colleagues, such the Association for Science Communicators, AAAS, etc.

REQUIRED QUALIFICATIONS

• BA/BS degree plus at least six years of professional experience. We recognize that professional experience can serve as a valuable substitute to a formal degree and therefore we welcome individuals to apply who have demonstrated exceptional skill and knowledge through their work experience, with or without a degree.

PREFERRED QUALIFICATIONS

• Experience working in a higher education academic environment.
• Relevant scientific background, training, degree, and/or experience.
• Prior management and/or leadership experience.
• Experience developing strategic inclusive communications around complex issues.

PHYSICAL & ENVIRONMENTAL REQUIREMENTS

• Must be able to work flexible hours, as needed.
• Must be able to travel to events, meetings, conferences, as needed.

WORK PROFILE

Profile 1 is expected to work primarily on-site. Your office will be located at The Hormel Institute in Austin, Minnesota.

HOW TO APPLY

Applications must be submitted online. To be considered for this position, please go to https://hr.myu.umn.edu/jobs/extstu/361641.

To request an accommodation during the application process, please email employ@umn.edu or call (612) 624-UOHR (8647).

This position may be eligible for relocation assistance.

APPLICATION PROCESS

Applications must include the following for full consideration:

• Cover Letter
• Resume/CV
• Professional Portfolio. This may include examples of prior work including, but not limited to publications, website design, social media posts, media releases, photography/videography, executive summaries of strategic plans, and data analysis summaries.
• The Hormel Institute is committed to fostering a work environment that promotes inclusive excellence, supportive employee practices, and encourages diversity of thought that drives innovation and creativity in our science. Please provide a statement of the applicant’s intercultural development journey and how it has been applied in their career.