1222 Content and Marketing Strategist - West Plains

POSITION IDENTIFICATION

TITLE Content and Marketing Strategist - West Plains

CLASSIFICATION NUMBER 1222

GRADE 42

CLASSIFICATION Exempt

IMMEDIATE SUPERVISOR Director, University Communications

GENERAL FUNCTION

The Content and Marketing Strategist - West Plains manages the planning, execution, and measurement of University digital marketing campaigns that drive student enrollment and advance the University’s strategic goals, visibility, and reputation.  The Content and Marketing Strategist - West Plains works on strategic marketing initiatives to manage projects from inception to completion and develops strategies that will help meet University marketing goals.  The Content and Marketing Strategist - West Plains uses invention, imagination, originality, and talent to write and edit content for assigned websites and other electronic applications. The Content and Marketing Strategist - West Plains works to ensure that assigned websites and social media content, branding, and marketing messages are created, maintained, updated, and evaluated for effectiveness and efficiency. 

MINIMUM ACCEPTABLE QUALIFICATIONS

Education: A Bachelor’s degree granted prior to the start date of the position in marketing, advertising, public relations, or a closely-related field is required.

Experience: Either one year of work experience in a professional marketing, advertising, public relations, or closely-related field or a minimum of three semesters of experience in a part-time position in a similar professional setting is required.  Experience with social media applications is required. Experience with social media and digital advertising is preferred.  Experience with marketing writing and Google Analytics is preferred.

Skills: Excellent verbal and written communication skills are required.  Strong proofreading and editing skills are required.  Organizational and planning skills are required.  Knowledge of word processing is required.  Knowledge of social media and content management software is preferred.

Other: The scope of the job requires some evening and weekend work.  Occasional overnight or out-of-town travel is required.  Extended periods working at a computer workstation are required.  The position uses computer monitors and keyboards to write and edit documents and edit photos. 

ESSENTIAL DUTIES AND RESPONSIBILITIES

1. Manages the planning, execution, and measurement of University digital marketing campaigns that drive student enrollment and advance the University’s strategic goals, visibility, and reputation.

2. Helps to promote the University to prospective students by using invention, imagination, originality, and talent in preparing copy for recruitment communication products including emails, website content, and social media content.

3. Assists in the preparation of strategic marketing plans that support short- and long-term University initiatives. 

4. Manages digital advertising budgets and social media efforts and uses analytics to optimize performance and return on investment (ROI).

5. Stays current on trends and online audience behaviors and preferences and proactively suggests new strategies in the creation and implementation of content for various paid search and social media platforms.

6. Manages social media and online marketing campaigns as well as day-to-day online and social media activity, including advertising, writing, community outreach efforts, and promotions.

7. Writes and edits content for various University websites and social media applications.

8, Provides training and coaching to other University communicators on social media and digital marketing.

9. Serves as a thought leader in the use of cutting-edge social media tactics designed to build, inform, and engage key University audiences. 

10. Researches creative trends in the marketplace and applies that knowledge to University brand messaging.

11. Assures the production of material is consistent with established guidelines by organizing materials and completing writing assignments in accordance with set standards regarding order, conciseness, style, and terminology. 

12. Remains competent and current through self-directed professional reading, developing professional contacts with colleagues, attending professional development courses, and attending training and/or courses as directed by the Director, University Communications.

13. Contributes to the overall success of the Office of University Communications by performing all other duties and responsibilities as assigned.

SUPERVISION

The Content and Marketing Strategist - West Plains is supervised by the Director of University Communications and assists in supervising student employees.

OFFICE OF HUMAN RESOURCES

REVISED JANUARY 2025

JOB FAMILY 4

Factor 1: Professional Knowledge, Skill, and Technical Mastery

Level 2.0 - 900 Points: Entry-level professional knowledge of the principles, concepts, practices, and methods of non-technical administrative and managerial functions. Knowledge permits the employee to carry out basic recurring tasks and routine portions of assignments or to carry out less demanding professional elements of assignments in areas including communications, social sciences, art and design, education, and related functions while gaining in familiarity with the University's policies and goals, business practices and/or accounting systems. This level of knowledge permits the employee to schedule and carry out the steps of a limited operation or project to complete stages of a multi-phase project. Knowledge at this level is typically acquired through a combination of formal education and/or training and experience that includes a requirement for a college degree in an unspecified field or a specific background in a non-technical area. Knowledge requirements may also include a limited amount of related work experience.

Factor 2: Supervisory Responsibility

Level 2.0 - 130 Points: Regular, but limited, supervision, training, or directing the work assignments of (a) small numbers of student, part-time or temporary workers, or (b) one or more permanent, full-time employees. The nature of supervision is largely confined to scheduling work and assigning tasks. Supervision at this level typically does not include a full range of supervisory responsibilities, and supervisory duties typically do not consume a large portion of the work day.

Factor 3: Interactions with Others

Level 4.0 - 500 Points: Interactions with others are somewhat unstructured. The purpose may be to influence or motivate others, to obtain information, or to control situations and resolve problems. Interactions may be with individuals or groups of co-workers, students, or the general public, may be moderately unstructured, and may involve persons who hold differing goals and objectives. Individuals at this level often act as a liaison between groups with a focus on solving particular unstructured problems. Interactions at this level require considerable interpersonal skill and the ability to resolve conflict.

Factor 4: Job Controls and Guidelines

Level 3.0 - 500 Points: The employee operates under general supervision expressed in terms of program goals and objectives, priorities, and deadlines. Administrative supervision is given through statements of overall program or project objectives and available resources. Administrative guidelines are relatively comprehensive and the employee need only to fill in gaps in interpretation and adapt established methods to perform recurring activities. In unforeseen situations, the employee must interpret inadequate or incomplete guidelines, develop plans, and initiate new methods to complete assignments based on those interpretations. Assignments are normally related in function, but the work requires many different processes and methods applied to an established administrative or professional field. Problems are typically the result of unusual circumstances, variations in approach, or incomplete or conflicting data. The employee must interpret and refine methods to complete assignments. Characteristic jobs at this level may involve directing single-purpose programs or performing complex, but precedented, technical or professional work.

Factor 5: Managerial Responsibility

Level 3.0 - 850 Points: Work involves providing significant support services to others both within and outside of the department that substantially influences decision-making processes. Work activities are complex and others rely on the accuracy and reliability of the information, analysis, or advice to make decisions. Work activities have a direct, but shared, impact on further processes or services, affect the overall efficiency and image of the department, and may have material impact on costs or service quality within the cost center. Incumbents may be responsible for identifying areas of need and for developing proposals that request funding to fulfill those needs.