Digital Marketing Specialist - Waterloo, Canada - University of Waterloo

University of Waterloo

Verified Company

Waterloo, Canada

1 week ago

Posted by:

Sophia Lee

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Description

Overview:

Term: 1 year

The Digital Marketing Specialist will report to the Manager, Strategic Digital Experience and be responsible for research, development and delivering of marketing campaigns to support key business development initiatives in the Co-operative and Experiential Education (CEE) portfolio.

The incumbent is responsible for the development and implementation of day-to-day marketing campaigns, content strategy and paid digital advertising.

Reporting to the Manager, Strategic Digital Experience, and in collaboration with colleagues across CEE and campus partners, the incumbent develops and manages multi-channel marketing campaigns that aligns with the overall goals and strategic initiatives set by CEE to support the operations and relations with key stakeholders within CEE.

Responsibilities:

Creates multi-channel digital marketing content

Develops content to meet the needs of CEE's key audiences and stakeholders including prospective employers, employers, students, governments, industry leaders and thought leaders
Identifies trending topics and research to include in videos, social media campaigns (organic and paid), content marketing tools (i.e., gated guides) and enewsletters
Works on special projects for brand building, employer engagement and business development
Works in collaboration with the communications team and engagement team to include marketing content in the employer engagement enewsletter
Uses a keen understanding of effective sales, digital marketing, and conversion tools and techniques to assess the prospective employer's needs and discuss how hiring a student could bring value to the employer
Develops awareness and lead generation content for business development across all digital channels and for different stages of the marketing funnel
Helps meet established employer targets as indicated in CEE's overall business goals
Reports on progress and analytics with transparency, clarity and openness to broaden understanding of prospecting outcomes, quality of lead funnel management, lead conversion to job postings and to jobs filled and number of students hired
Addresses challenges within the business development process with digital solutions for optimal outcomes
Helps produce marketing and business development video projects

Ensures quality multi-channel digital marketing content

Reviews and revises existing marketing content based on data to ensure that marketing content is effective and relevant
Optimizes content based on Search Engine Optimization (SEO), keyword research, and Google Analytics
Complies with brand guidelines and presentation guidelines for consistent representation and quality of the overall brand
Strategically reviews human resources and workforce research and trends to discern content of interest
Conducts environmental scans to identify new approaches and assess new technologies to deliver marketing content in new and innovative ways

Project management and campaign reporting

Monitors, reviews and oversees internal communications around campaign messaging and plans
Ensures that appropriate metrics are defined, monitored, reported, analyzed, refined and examined for marketing activities as a basis for strategy development
Applies project management best practices and tools to accurately document all components of each campaign strategy for which they are responsible and contributes appropriate updates to the overall CEE marketing and business development plan
Manages CEE's digital marketing calendar to ensure transparency and deployment of strategic marketing messaging
Provides updates and recommendations to the Manager, Strategic Digital Experience to ensure marketing results are on target to deliver on objectives
Provides feedback to the Manager, Strategic Digital Experience and other CEE team leads on the impact of marketing content using datadriven analysis

Collaborates, advises and consults regarding digital marketing projects

Works closely with Digital Experience colleagues, Manager, Strategic Digital Experience, Manager, Strategic Communications and Associate Director, Communications, Engagement and Digital Experience to ensure content is shared and integrated across CEE and campus channels
Contributes expertise to creative brainstorming and concept development sessions
Maintains a clear understanding of generational characteristics and the needs of all audiences at different stages throughout the employment management funnel in order to enhance the content strategies for which they are responsible
Maintains awareness of current research, trends in cooperative education and workintegrated learning, management of digital communications, significant developments that impact experiential education opportunities and programming at the University
Participates positively in the business development best practices group meetings, team meetings and department meetings through attendan