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General Manager, Content Development

PageUp Desc Code CMK - General Manager, Content Development

Function CMK - Communications & Marketing

Subfunction Content Development

Discipline Content Development

Career Track G - General Administration

Career Track Level Management / Leadership - Level 2

BROAD SALARY RANGE CODE 04

RANGE $78448 - $156895

MARKET REFERENCE RANGE CODE 04C

RANGE $103550 - $155326

Classification Information

Content Development

Content Development facilitates the development of informative, engaging and strategy-based content across teams, using a combination of creative skills and strategic thinking with the goal of driving engagement with audiences in alignment with the universitys brand and organizational objectives.

Management / Leadership

Manager: The positions work is achieved through the direction of others. Managers have direct accountability for setting goals and using resources. They are responsible for administrative oversight of individuals, including conducting recommendations for hiring and termination, writing evaluations, disciplinary actions, day-to-day oversight as well as long-term goal setting and accountability for the performance and productivity of the employees. Managerial positions are reflected in the M1-M3 career track levels in the management/leadership track.

Level 2

Manager: Responsible for leading a team of professionals and/or support employees. Has full responsibility for team output. Focuses on implementing and executing strategies within their own department or team.

G - General Administration

Roles that are in administrative/ professional non-student facing functions.

Position Summary

The General Manager, Content Development, is responsible for overseeing the strategic direction and management of content creation and development for the university’s communications and marketing efforts. This role involves leading a team of content developers, strategists, and creatives to produce high-quality, engaging content that aligns with Virginia Tech’s brand, mission, and goals. The General Manager will work closely with internal departments, such as communications, marketing, and academic units, to ensure content initiatives are integrated with broader university strategies and effectively support audience engagement across digital platforms. In addition to leadership responsibilities, the General Manager will be accountable for setting clear goals and objectives for the content development team, ensuring that all content meets high standards of quality, creativity, and relevance. This includes managing the day-to-day operations of the team, including workload distribution, performance evaluations, and professional development. The General Manager will also lead the development and execution of content strategies, ensuring they are aligned with Virginia Tech’s priorities, including promoting university initiatives, strengthening the brand, and engaging key stakeholder groups, such as prospective and current students, alumni, and faculty. The General Manager will leverage data and analytics to measure the effectiveness of content initiatives and optimize strategies for improved engagement and impact. By analyzing audience behaviors and feedback, the role ensures that content not only drives engagement but also supports the university’s overall objectives. As a key leader in the communications and marketing division, the General Manager will collaborate with senior leadership to guide the evolution of the university’s content strategies, advocate for innovation, and ensure the content development team remains agile in a rapidly changing digital landscape.