Digital Marketing Specialist

Description

Organizational Status
This position reports to the Senior Manager Program Marketing as part of the ExL Marketing Team and works closely with other staff within UBC Extended Learning.

Work Performed

Digital Advertising:

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  Creation of campaigns: support project leads and program staff by develop targeting strategies for campaigns and build campaigns in accordance with best practice for appropriate account structure across channels such as Google Ads, Facebook, Instagram, YouTube, X and LinkedIn platforms.
• Perform ongoing campaign management: daily monitoring and updates, weekly assessment and optimization and monthly changes in accordance with internal checklists and documentation.
• Utilization of relevant tools to create and manage audiences, ensuring audiences are kept up to date for remarketing campaigns.
• Review campaigns and create reports separately for each campaign using information from tools such as Looker Studio reports and social media analytics to ensure reports are informed.
• .
• Work with internal and external designers to request and upload required assets for social media or display advertisements.
• Actively seek to provide recommendations and point out errors or areas of improvement on all aspects of all campaigns,
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• Take on and build upon best practice documentation for processes and account-level strategies for the ExL digital marketing activities.
• Liaises with external digital advertising agencies working on ExL or CPE marketing campaigns as required to provide feedback, audience insights as well as assets.

Social Media:

• Co-ordinates ExL’s organic social media presence, and develops social media communication strategies as needed.
• Implements social media tactics that support social media goals and objectives based on social media strategy.
• Liaises with internal and external content creators (i.e. faculty, instructors, students, alumni, staff, worklearn student(s), agency/creative firm, and writers) to write, edit and facilitate production of social media marketing and communications materials, while working closely with the marketing team to ensure consistency with the brand identity and graphic standards.
• Responsible for day-to-day execution of social media updates, management of social media organic and paid campaigns.
• Ensures appropriate analytics are tracked and reported on for all social campaigns.
• Updates and maintains branded content on social media sites (Facebook, YouTube, LinkedIn etc.) to keep content current/relevant.
• Creates and maintains social media calendars and is responsible for content across all channels. Posts schedules across all media channels.
• Maintains accounts across social media platforms by promoting and sharing content, increasing our follower base, engaging our audience, generating dialogue and building relationships.
• Monitors comments and user-generated content. Escalates issues and provide feedback on community happenings.
• Develops social media relations programs, and engages key influencers.
• Works with the Senior Manager, Program Marketing to develop metrics and dashboards, and measures ROI for participation in social media sites and for integrating user generated content into branded websites.
• Provides on-going recommendations and optimizations to social media content.
• Responsible for miscellaneous online and digital productions, and other duties/ projects as needed.
• Coordinates meetings and briefings to facilitate marketing and communications planning between departments and key stakeholders.
• Updates social media channels for campus closures and class cancellations.
• Participates in the UBC Social Media Working Group.

Other:

• Stays up -to-date on new trends in social media and digital advertising and provides ongoing recommendations for new initiatives and tactics to deliver on strategic objectives and goals.
• Participates in the UBC Communicators Network.

Carries out related duties as required, in keeping with the qualifications of the position and the requirements of the job.

Consequence of Error/Judgement
Decision-making is based on a thorough knowledge of the policies and procedures of the Marketing Team and ExL. The role exercises initiative and judgment in establishing priorities and carrying tasks through to completion, and must demonstrate tact and discretion.

The position has dealings with staff, faculty, instructors and students within ExL and UBC, as well as numerous external audiences. Error in the performance of duties or in the exercise of discretion may result in significant damage to ExL s reputation both internally at UBC and externally to the community. It could also result in damage to the UBC brand.

Supervision Received
This position reports to the Senior Manager, Program Marketing and works closely with other marketing staff within UBC Extended Learning.

Supervision Given
This position provides indirect supervision of Extended Learning staff as it relates to social media.

Minimum Qualifications
Diploma in Marketing. Minimum of one year 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

Diploma in Marketing or relevant discipline. Prefer Digital Media, Marketing, Communications, Journalism, English or related field. -Minimum of one year experience or the equivalent combination of education and experience in a marketing and communications capacity.

• Demonstrated experience in social media content development and community management.
• Strong project management skills and a proven track record in coordinating marketing and projects with multiple stakeholders.
• Strong knowledge of digital advertising platforms, such as Google Adwords, Facebook or LinkedIn. Certification in Adwords, Facebook, etc., is a strong asset.
• Knowledge of digital analytics tools, particularly Google Analytics, Facebook Insights and Ad manager and YouTube analytics.
• Experience with MS Office Suite, including a superior knowledge level of Excel.
• Experience in writing copy for digital advertising or social media, especially from a storytelling perspective.
• Experience working within a complex organizational structure; and understanding of the academic and public sector environment is a strong asset.
• Excellent written and verbal communication skills.
• Demonstrated ability to keep abreast of technology developments and marketing trends in relevant areas and a commitment to continuously adding to their knowledge base and skills.
• Ability to work effectively and collaboratively within a team environment.
• Exceptional service orientation and experience relationship building for trust and influence.
• Strong attention to detail.
• Ability to juggle multiple priorities and deadlines in a fast-paced work environment.
• Ability to work with changing priorities and an atmosphere of ambiguity
• Ability to work outside of regular hours as required.

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