1721 Digital Marketing Strategist

POSITION IDENTIFICATION

TITLE Digital Marketing Strategist

CLASSIFICATION NUMBER 1721

GRADE 42

CLASSIFICATION Exempt

IMMEDIATE SUPERVISOR Director, Strategic Communication

GENERAL FUNCTION

The Digital Marketing Strategist works with the Digital Marketing Coordinator to plan, execute, and measure University digital marketing campaigns that drive student enrollment and advance the University’s strategic goals, visibility, and reputation. The Digital Marketing Strategist writes or edits digital marketing content; purchases and places Google search,display, and social media ads; and monitors and optimizes ad performance. By staying current on trends and online audience behaviors and preferences, the Digital Marketing Strategist proactively suggests new strategies in the creation and implementation of content for various paid search and social media platforms. The person in this role provides back-up social media support for the University and is a member of the crisis communication team.

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: At least one year of work experience in a professional marketing, advertising or closely-related field is required. Part-time work in a similar professional setting can be substituted at a rate of half of the time served. Experience purchasing and placing social media and Google ads is preferred. Experience with marketing writing is preferred. Experience with Google Analytics is preferred.

Skills: Excellent organizational, time-management and project management skills are required. Excellent written, oral and interpersonal communication skills are required. Strong proofreading and editing skills are required. Knowledge of word processing is required.  The ability to develop knowledge of, respect for, and skills to engage with those of other cultures or backgrounds is required.

Other: The scope of the job requires occasional evening and weekend work. Occasional overnight or out-of-town travel is required. Extended periods working at a computer workstation are required.

ESSENTIAL DUTIES AND RESPONSIBILITIES

1. Purchases and places social media ads and Google search and display ads.

2. Assists with the planning, execution, and measurement of University digital marketing campaigns.

3. Assists in the preparation of multi-platform, integrated communications plans that support short- and long-term University initiatives.

4. Uses analytics to optimize performance and return on investment (ROI).

5. Integrates social media advertising campaigns and content strategy into other digital advertising initiatives, admissions campaigns, email campaigns, etc. for maximum reach and performance.

6. Helps to promote the University to prospective students by writing or editing copy for recruitment communication products including ads, emails, website content, and stories.

7. Provides back up social media coverage on a rotating basis.

8. Serves on the crisis communication team to disseminate timely messages through digital platforms in the event of campus emergency.

9. Provides training and coaching to other University communicators.

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

11. Contributes to a work environment that encourages knowledge of, respect for, and development of skills to engage with those of other cultures or backgrounds.

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 of Strategic Communication.

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

SUPERVISION

The Digital Marketing Strategist is supervised by the Director of Strategic Communication and the Digital Marketing Coordinator.

OFFICE OF HUMAN RESOURCES

REVISED DECEMBER 2021

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 1.0 - 50 Points: Typically, little, if any, supervision of others is required. The job may require irregular but occasional responsibility to direct the work of student workers and/or temporary or part-time workers. The nature of supervision is largely confined to assigning tasks to others and does not include a full range of supervisory responsibilities. The amount of time spent on directing the work of others is normally a small portion of total work time.

Factor 3: Interactions with Others

Level 3.0 - 250 Points: The purpose of interactions is to advise or counsel others to solve recurring and structured problems, and/or to plan or coordinate work efforts with other employees who are working toward common goals in situations where relationships are generally cooperative. Interactions are moderately structured and routine and may involve employees in different functions, students, and/or the general public. These types of interactions require normal interpersonal skills.

Factor 4: Job Controls and Guidelines

Level 2.0 - 250 Points: The employee carries out a group of procedures using the general methods and desired results indicated by the supervisor. Typically, standard operating procedures, handbooks, and/or reference manuals exist for most procedures, but the employee must select from the most appropriate of several guidelines and make minor adjustments to methods. Unforeseen situations are normally referred to others for resolution. Assignments are related in function and objective, but processes, procedures, or software varies from one assignment to another. Based on the assignment, the employee uses diverse, but conventional, methods, techniques, or approaches. Employees in jobs at this level may perform work that is moderately complex, but normally performed within a fairly narrow and specific functional area.

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.