Job Description

Mission Statement: At William & Mary, we convene great hearts and minds to meet the most pressing needs of our time. As such, the university aspires to attract and retain exceptional students, faculty and staff who keep W&M at the forefront of teaching, learning and research. University Marketing emphasizes three core areas - enrollment, advancement and institutional reputation - to enhance William & Mary's standing as a top institution of higher learning in the U.S. and around the globe. Through its work to strengthen brand perception, student recruitment, alumni engagement and fundraising, University Marketing advances William & Mary's distinctive excellence, raises its profile worldwide and secures its financial foundation - creating meaningful connections and wide-ranging impact for all times coming.

Summary:
The Creative Copywriter is a key member of the Strategic Communications team in University Marketing at William & Mary. The Creative Copywriter will be responsible for creating, editing and maintaining external-facing digital content that aligns with the university's mission, vision, values and brand. This role reports to the Director of Marketing Communications and partners with and works with colleagues across University Marketing, University Advancement, Undergraduate Admission and University Communications.

The Creative Copywriter will create short, pithy copy as well as longer-form content that furthers the university's strategic objectives of enrollment (attracting quality applicants to William & Mary by reaching prospective students and their families); advancement (encouraging support the university through giving, volunteer service and engagement); and institutional reputation (enhancing positive associations with our brand).

This role primarily involves writing and optimizing creative content across multiple platforms including digital ads, webpages, marketing campaigns, brochures, signage, event invitations, video captions, emails, social media posts and other channels. The ideal candidate will have a deep understanding of web and SEO best practices, a strong voice in digital storytelling and the ability to write creative, compelling, engaging content that resonates with diverse audiences.

This is a hybrid position based in Williamsburg, Virginia, that offers a flexible work environment.

Please review the full position description with all job duties under the Featured Job Opportunities on the University Advancement recruitment website:

Job Description:

For full consideration, please upload a resume and cover letter and apply by the priority review date of January 26, 2026. As part of the application, upload two writing samples. Print/digital ad, brochure or other marketing collateral pieces preferred.

Posting Range: Up to $55,000, commensurate with experience and internal alignment.

Required Qualifications:

• Bachelor's degree in a field that required marketing writing or equivalent education, experience, and training.

• Experience creating marketing copy and expressing nuanced ideas in a creative and accurate manner (typically 2-4 years).

• Great degree of flexibility and outstanding organizational skills with the demonstrated ability to manage multiple and competing projects concurrently while adhering to strict deadlines.

• The desire and ability to work and succeed in a fast-paced environment.

• Demonstrated initiative, independent judgment, and a positive, responsive, service-oriented attitude.

• Excellent writing, editing and proofreading skills, including use of style guides, with the demonstrated command of correct grammar, punctuation and spelling.

• Commitment to diversity, equity and inclusiveness, including, but not limited to, collaboration, staffing and programming.

• Experience and comfort using Microsoft Word, Excel, Outlook and Teams, as well as Adobe Acrobat (typically 2-4 years).

• A curious nature and interest in lifelong learning.

• The desire and ability to exceed goals.

• The desire and ability to build consensus among colleagues and work with diverse audiences.

Preferred Qualifications:

• Diverse portfolio that includes a variety of digital and print communications pieces.

• An understanding of best practices in university or nonprofit marketing and communications.

• Excellent analytical and problem-solving skills.

• An appreciation for and/or connection to William & Mary, its mission, history and unique focus on undergraduate research and a liberal arts education.

• Detail-oriented research skills, including using internet-based databases.

• Experience writing or editing in a variety of voices - for example, institutional voice vs. the voice of a particular individual.

• Experience working in a content management system (CMS), such as Hannon Hill's Cascade.

• Experience creating content for Google Ads, Meta Ads and other paid digital marketing platforms.

• Experience working in and creating content for Technolutions Slate CRM.

• Curiosity about marketing in a higher education setting.

Conditions of Employment:

• This is a non-exempt position, eligible to receive overtime in accordance with the Fair Labor Standards Act. This position may be subject to overtime during high peak times, etc. as directed and approved by the supervisor.

• This position is eligible for a hybrid work schedule.

• This position is subject to evening and weekend work.

• This position requires the ability to travel as required.

Position Duties:

80% - Content Development:

• Write creative and compelling content to ensure that priorities and key messages are articulated clearly, succinctly and consistently in print and online, including digital ads, marketing campaigns, fundraising materials, reports, brochures, signage, event invitations, webpages, video captions, emails, social media posts and more.

• Create short, pithy, creative marketing copy that catches the attention of our audiences and furthers our brand awareness.

• Bring creative ideas that offer a unique interpretation or editorial opinion that reflect the W&M brand and support key messages and goals.

Digital Advertising Copy

• Develop compelling and concise copy for digital ads, banners and social media campaigns aimed at increasing brand visibility and driving website traffic.

• Work with strategy and design teams to ensure messaging aligns with visuals and broader campaign objectives.

Website Content Creation

• Draft and edit clear, engaging and SEO-optimized content for the university's website, ensuring it reflects the university's brand.

• Collaborate with the web team and designers to ensure content is displayed in an appealing, user-friendly manner.

Print and Email Marketing Campaigns

• Craft persuasive copy for enrollment-focused print collateral and emails, supporting student recruitment efforts and communication strategies.

• Collaborate with marketing teams to develop content that drives engagement and conversions.

SEO and Analytics

• Incorporate SEO best practices into all web content, using keyword research to inform writing and help improve organic search performance.

• Work to adjust copy based on the performance of digital content through analytics tools and A/B testing, adjusting strategies based on data insights to enhance engagement and user experience.

• Ensure all materials adhere to Associated Press style, W&M's editorial style guide and brand guidelines.

• Conduct research to fact check data, statistics and other claims included in materials.

15% - Content Strategy and Planning:

• Analyze trends, evaluate, feedback on communications and recommend improvements.

• Assist in developing a content calendar for the website, emails and digital ads, ensuring timely delivery of high-quality content.

• Contribute to discussions on content strategies that support university goals, particularly around enrollment and brand positioning.

• Partner with departments across the university to ensure messaging is accurate and aligned with key institutional priorities.

• Serve as a liaison between the marketing office and various stakeholders to gather content needs and deliver solutions that meet strategic goals.

5% - Other Tasks:

• Attend meetings and provide information and assistance to colleagues.

• Assist University Marketing in staffing large-scale events, as is required for all department staff.

• Learn about the university and participate in campus and advancement programs.

• Participate in professional development opportunities.

Additional Job Description:

Job Profile:

JP0836 - Public Relations & Marketing Specialist III - Nonexempt - Salary - S08

Qualifications:

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Job Tags

Full time, Work at office, Worldwide, Flexible hours, Weekend work, Afternoon shift,

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