Digital Marketing Specialist

Job Category

Job Profile

Job Title

Department

Compensation Range

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 the normal course employees will be hired transferred or promoted between the minimum and midpoint of the salary range for a job.

Posting End Date

Note: Applications will be accepted until 11:59 PM on the Posting End Date.

Job End Date

This is a 12 month term position

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 SUMMARY

The Digital Marketing Specialist is a key member of the Recruitment Marketing and Prospective Student Engagement (RMPSE) team on the Okanagan campus and is responsible for developing and implementing digital marketing plans and campaigns as well as advertising initiatives that promote and raise awareness of the Okanagan campus and its programs. The Digital Marketing Specialist develops and implements digital campaigns that drive traffic to prospective undergraduate student websites blogs and other channels and engages directly with students in social media channels. The role is integral to the achievement of the Universitys domestic and international student enrolment objectives for UBCs Okanagan campus and UBCs Vancouver campus.

As an Okanagan-campus-based role the Digital Marketing Specialist sources Okanagan-specific content and messaging creates Okanagan digital marketing content liaises with Okanagan stakeholders and subject-matter experts and is a storyteller integrating this Okanagan-specific work into the larger RMPSE communications and marketing efforts for UBC.

ORGANIZATIONAL STATUS

Reports to the Manager International Student Initiative at the Okanagan campus with a dotted line report to the Associate Director Recruitment Marketing and Prospective Student Engagement at the Vancouver campus. Works closely and collaboratively with the other members of the Recruitment Marketing and Prospective Student Engagement team in particular following the functional lead of the Senior Digital Marketing Specialist. 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.

The position is located on the Okanagan campus with regular team meetings (online and in person) with the Associate Director and the RMPSE team (many of whom are located on the Vancouver campus). Some travel between Kelowna and Vancouver will be required.

WORK PERFORMED

Digital Marketing Planning and Execution

In collaboration with the Senior Digital Marketing Specialist plans and implements digital marketing efforts that support in particular UBC Okanagans recruitment goals generate awareness of the Okanagan campus and its programs and build engagement with our audience (prospective undergraduate students) and the Okanagan campus

Ensures Okanagan-campus-specific campaigns roll into the larger integrated RMPSE campaigns for alignment across both campuses and all programs

Works with the Senior Digital Marketing Specialist to ensure 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 on the Okanagan campus including faculty representatives recruiters admissions staff student ambassadors and other campus partners to develop and implement targeted digital marketing initiatives that meet business and audience needs

Researches and explores digital marketing trends in higher education student recruitment marketing and advises on how these might help meet Okanagan-specific goals

Analyzes and reports regularly on digital marketing outcomes

Social Media Planning and Coordination

Collaborates with the Senior Digital Marketing Specialist to develop plan and implement social media activities in support of student recruitment in particular for the Okanagan campus

Works with the Senior Digital Marketing Specialist to maintain the teams social media platforms channels and tools

Liaises with and provides training for current students (including student ambassadors) who contribute content for our social media channels

Content Development

Researches and develops Okanagan-specific content for the prospective undergraduate student social media channels and contributes to the editorial calendar set by the Senior Digital Marketing Specialist

Produces Okanagan-specific photography video and graphic assets for social and digital campaigns

Researches audio and video trends and produces short-form videos for distribution on social media channels (e.g. Instagram TikTok)

Liaises with stakeholders and subject-matter experts on the Okanagan campus to source stories and key messages and to generate content for prospective undergraduate student digital channels

Ensures content and campaigns adhere to UBCs web guidelines as well as meets accessibility standards

CONSEQUENCE OF ERROR

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 UBCs 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 Canadas 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 Manager International Student Initiative at the Okanagan campus with a dotted line report to the Associate Director Recruitment Marketing and Prospective Student Engagement at the Vancouver campus. 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 ones own. And demonstrates a commitment to enhancing ones 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.
• Experience running PPC and ad campaigns such as Google AdWords Facebook Instagram Snapchat TikTok and other social platforms.
• Experience with marketing and promotions. Knowledge of branding and working within a graphic identity system.
• Experience with student or community recruitment activities.
• Experience in a post-secondary institution or similar environment.
• Knowledge of various digital marketing analytics reporting and tracking tools such as Google AdWords or similar.
• Knowledge of UBCs policies goals and mission.
• Knowledge of search engine optimization.
• Knowledge of social media statistics reporting and tracking tools.
• Effective oral interpersonal presentation and public relations skills.
• Demonstrated 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 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.
• Ability to record and edit short-form and long-form video.