2311 Digital Marketing Coordinator

POSITION IDENTIFICATION

TITLE Digital Marketing Coordinator

CLASSIFICATION NUMBER 2311

GRADE 43

CLASSIFICATION Exempt

IMMEDIATE SUPERVISOR Director, Strategic Communication

GENERAL FUNCTION

The Digital Marketing Coordinator 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. This position works with internal University partners, manages projects from inception to completion, and develops strategies that will help meet University marketing goals. The Digital Marketing Coordinator 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 is required. A degree in marketing, advertising, public relations, or a closely related field is preferred.

Experience: Two years of professional experience directly related to specified duties and responsibilities is required. Four years of professional experience is preferred. Experience developing and implementing comprehensive digital marketing campaigns is required. Experience placing Google and social media ads is required. Experience managing campaign budgets through digital advertising platforms is required. Experience in higher education is preferred. Experience with digital analytics platforms, such as Google Search Console and Google Analytics is preferred. Experience with Google Data Studio is preferred. Supervisory experience is preferred.

Skills: Excellent organizational, time-management, presentation and project management skills are required. Excellent written, oral and interpersonal communication skills are required. Strong proofreading and editing skills are required. Advanced knowledge of marketing principles, concepts, techniques, and applications relevant to the field of promotion and advertising is required. Knowledge of Search Engine Optimization (SEO) factors is required. Strong grasp on developing, implementing, tracking, and optimizing for search engines marketing (SEM) campaigns is required. Strong grasp of audience targeting capabilities 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. Leads the planning, execution, and measurement of university digital marketing campaigns.

2. Manages multiple simultaneous digital marketing campaigns.

3. Manages digital marketing budgets.

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

5. Collaborates with campus partners to develop digital marketing strategies to advance university strategic initiatives.

6. Develops university-wide marketing processes and practices.
 
7. Assists in the preparation of multi-platform, integrated communications plans that support short- and long-term university initiatives.

8. Provides training and coaching on digital marketing best practices to other university communicators.

9. Researches creative trends in the marketplace and applies that knowledge to university brand messaging.

10. Assures the production of material is consistent with established brand guidelines and university writing and design standards.

11. Provides back up social media accounts coverage on a rotating basis.

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

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

14. 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.

15. 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 Coordinator is supervised by the Director of Strategic Communication and assists in supervising the marketing strategist and an office staff of graduate assistants and student employees.

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 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 4.0 - 1500 Points: Work involves the primary accountability for a smaller department, program, or process. Work activities involve managerial decisions that directly affect the efficiency, costs, reputation, and service quality of the department, program, or process. Work affects a limited range of professional projects or administrative activities of the University. Work activities have a direct and substantial impact on the department. While work activities do have some effect on the efficiency and reputation of the cost center, departments, programs, or processes at this level represent a relatively minor function within the cost center. Employees in jobs at this level may have responsibility for developing budgets, distributing budgeted funds, and exercising the primary control over a relatively small budget.