The Compensation Range is the span between the minimum and maximum base salary for a position. The midpoint of the range is approximately halfway between the minimum and the maximum and represents an employee that possesses full job knowledge, qualifications and experience for the position. In the normal course, employees will be hired, transferred or promoted between the minimum and midpoint of the salary range for a job.
Note: Applications will be accepted until 11:59 PM on the Posting End Date.
Job End Date
Ongoing
At UBC, we believe that attracting and sustaining a diverse workforce is key to the successful pursuit of excellence in research, innovation, and learning for all faculty, staff and students. Our commitment to employment equity helps achieve inclusion and fairness, brings rich diversity to UBC as a workplace, and creates the necessary conditions for a rewarding career.
Job Description Summary
The Digital Marketing Specialist is responsible for developing and managing digital marketing plans and campaigns, as well as advertising programs within the Recruitment Marketing and Prospective Student Engagement (RMPSE) team. The Digital Marketing Specialist oversees the digital campaigns that drive traffic to prospective undergraduate student websites, portals, blogs, and other channels, and engages directly with students in social media channels. The role is integral to the achievement of the University's domestic and international student enrolment objectives for UBC's Vancouver campus and UBC's Okanagan campus.
Organizational Status
Reports to the Associate Director, Recruitment Marketing and Prospective Student Engagement. Works closely and collaboratively with the other members of the Recruitment Marketing and Prospective Student Engagement team. Close collaboration with the recruitment teams in the International Student Initiative and with the domestic recruitment and admissions teams in Enrolment Services is also critical to the success of this position.
Work Performed
Digital Marketing Planning and Execution
- Develops and implements digital marketing strategies and plans that support UBC s recruitment goals, generate awareness of UBC, compel and inform students, and build engagement with our audience (prospective undergraduate students)
- Ensures digital marketing plans are effective across multiple media formats including: social media, content marketing, advertising (PPC and paid social), influencer campaigns, search engine optimization (SEO) and search engine marketing (SEM), and other integrated digital activities, and that these marketing activities roll up into the integrated communications activities of the RMPSE team
- Works with internal stakeholders, including faculty representatives, recruiters, admissions staff, and other campus partners to develop and implement targeted digital marketing plans that meet business and audience needs
- Oversees the digital campaigns budget and reports quarterly on expenditures. Works with creative agencies, contractors, and other external service providers, as needed, and negotiates contracts for digital subscriptions
- Researches, advises on, and explores digital marketing trends in higher education student recruitment marketing, and brings best practices to RMPSE digital marketing activities
- Analyzes and reports regularly on digital marketing outcomes, and uses analytics to inform future campaign iterations
Social Media Planning and Coordination
- Develops, plans, and implements social media strategies in support of student recruitment
- Maintains the team s social media platforms, channels, and tools, and monitors social media community engagement
- Researches and advises on new and current social media platforms
- Manages social media advising, including the training and coordination of the recruitment advisors who respond to student inquiries
- Trains and educates stakeholders about developing trends in social media, including changes to algorithms, social media best practices, new innovations, and user behaviour
Content Development
- Researches and develops content for the prospective undergraduate student social media channels, and manages the editorial calendar for those channels
- Produces photography, video, and graphic assets for social and digital campaigns
- Contributes to web content style guide, as needed, and ensures that social media content conforms to RMPSE and UBC standards for style, grammar, and readability
- Ensures content and campaigns adhere to UBC s web guidelines, as well as meets accessibility standards
Project Management and Reporting
- Acts as a project manager for digital marketing campaigns and social media projects
- Researches and reports to the Director and the Associate Director, RMPSE, as well as other stakeholders about outcomes, patterns, trends, and levels of student engagement in social media channels
Consequence of Error/Judgement
The quality of work and decisions of the Digital Marketing Specialist will have an impact on the goals and overall efficacy of the Recruitment Marketing and Prospective Student Engagement team, as well as on the ability of the international and domestic recruitment teams to support UBC's strategic enrolment objectives. The consequence of error associated with this position is serious in that a mistake could have a negative impact on the perceptions international and Canadian students have of the University, its faculties, and programs. Incorrect or erroneous information delivered through online channels (including social media and advertising) could mislead or misinform students and deter them from attending UBC. Poor performance in this role could ultimately embarrass the University and reflect negatively on its reputation as one of Canada's leading universities.
Working in this capacity may result in access to personal information and other information that may be confidential in nature. Failure to maintain the confidentiality and security of student, staff, and client information, or to use channels of communication that are not compliant with FIPPA requirements, could result in a privacy breach that could cause significant harm to affected individuals and also constitute an offence under FIPPA.
Supervision Received
Works independently, under the guidance and direction of the Associate Director, RMPSE. Work is reviewed based on professional standards and achievement of specific goals.
Supervision Given
This role may directly supervise student staff.
Minimum Qualifications
Undergraduate degree in a relevant academic discipline. Minimum of three years of related experience, or the equivalent combination of education and experience.
- Willingness to respect diverse perspectives, including perspectives in conflict with one’s own
- Demonstrates a commitment to enhancing one’s own awareness, knowledge, and skills related to equity, diversity, and inclusion
Preferred Qualifications
Experience in digital marketing best practices, including social media, digital advertising, copywriting, lead generation, and email marketing. Experience coordinating multiple digital projects, ideally in a complex organizational environment. Knowledge of various digital marketing analytics reporting and tracking tools, such as Google AdWords or similar. Experience running PPC ad campaigns such as Google AdWords, Facebook, Instagram, Snapchat, and other social platforms. Experience with marketing and promotions. Knowledge of branding and working within a graphic identity system. Effective oral, interpersonal, presentation, and public relations skills. Excellent communication skills, both verbal and written, with an ability to impart and interpret technical information with audiences of mixed levels of ability. Capacity for creativity and research; ability to exercise initiative, resourcefulness, and judgment. Accuracy and attention to detail.
Demonstrated organizational skills in project and time management. Demonstrated leadership and motivational skills. Demonstrated ability to function well as a member of a team. Ability to exercise diplomacy, tact, and discretion when working with confidential and/or sensitive information and in dealing with various levels of administration and external agencies. Ability to work both independently and within team and to work effectively under pressure to meet deadlines. Ability to assess own performance and report on project status to senior staff. Sensitivity to cultural differences and an ability to understand the importance of the cross-cultural context in relation to international marketing and communications activities.
Knowledge or experience in any of the following areas would be desirable: Knowledge of UBC s policies, goals, and mission; Ability to shoot and edit digital video; International experience and knowledge of a second language; Experience with student or community recruitment activities; Professional experience in a post-secondary institution or similar environment. Knowledge of search engine optimization. Knowledge of social media statistics reporting and tracking tools.