Manager, Digital Experience

  • Company:
    University of Waterloo
  • Location:
  • Salary:
    negotiable / month
  • Job type:
    Full-Time
  • Posted:
    9 hours ago
  • Category:
    IT & Software

Reporting to the Associate Director, Communications, Engagement and Digital Experience, the Digital Experience Manager will manage the CEE digital content on a wide range of digital marketing and communications channels, including social media, multiple websites, video and email and paid digital campaigns, as a means of strengthening our global reputation of CEE. The incumbent plays a critical leadership role leading the development of the digital experience strategy for all CEE departments and stakeholders as the CEE knowledge expert on web accessibility and architecture, video, social media and digital ad and email campaigns and the evaluation and reporting of this work.Leads, develops and implements the CEE digital experience strategyWith the Associate Director, Communications, Engagement and Digital Experience, creates and implements a multi-platform digital strategy that aligns and supports the CEE overall communications and marketing objectives, then sets a tactical plan to deliver on objectivesLeads a digital experience strategy that encompasses stakeholder engagement and digital marketing to prospective employers and students in close partnership with the Directors of Student and Faculty Relations, Employment Relations, Co-op Services, Work Learn Institute, Career Action Centre, Work Integrated Learning Programs and the Managers of Business Development, Employer Engagement and Strategic ContentLeads an integrated and strategic approach to all aspects of CEE’s digital presence in alignment with the University’s overall strategy to support, amplify and integrate with other CEE and University efforts and in partnership with the Manager, Strategic Communications, Manager, Employer Engagement and Manager, Outreach MarketingLeads the web architecture of the 10 CEE websites to deliver on the objectives of the digital experience strategy and monitors and edits website content while bringing innovative ideas and solutions to the CEE marketing communications strategiesLeads team responsible for strategy, content, design, analytics and maintenance of all digital platforms including web, video, email campaigns and social media, to leverage and manage digital resources strategically and ensure that the UWaterloo brand identity, reputations and messages are protected and presented consistently and effectively across all digital platformsPlays a key leadership role in integrating digital communications across all functions in CEE, while maintaining positive work relationships. In partnership with the Manager, Strategic Communications, co-develops and prepares key digital communication messaging, presentation materials and coaching for senior management that position CEE as an institutional global thought leader and as a unit that builds dialogue and trust through transparency, openness and clarityLeads dissemination of messages and digital/social media traffic between CEE and key stakeholders including prospective students and employers, campus partners, global associations, alumni, and othersPartners with internal and external content managers, editors, designers, developers, and other University staff to ensure sites meet both client and institutional needs, align with the brand strategy platform, and meet University web and accessibility standardsConstantly explore and proactively suggest new and creative ways to “tell our story” and expand our audience reach for both student and employer audiencesRemains current on issues, trends, technologies, demands and approaches in digital marketing communications to advise the Associate Director of Communications, Engagement and Digital Experience and determine means to implement initiatives across CEEBuilds and maintains influencer relationships and manages external partnerships that amplify the CEE’s reach and reputationMeasures and reports performance of all digital initiatives, and assesses against goals (ROI and KPIs)Sets measurable goals and regularly tracks and reports against goals as a means of determining effectiveness of digital marketing communications programs and creating recommendations for the full Communications, Engagement and Digital Experience team to ensure we are delivering on planTracks and reports on the impact of strategic aspects of the CEE’s digital presence and ensures excellence and consistency of messages and approach across CEE. Also regularly scans online media and social networks for key information and online chatter and informs the development of communications strategies to address as neededEstablishes and regularly writes performance reports (e.g., employer and student engagement, impact of Google Analytics reports on refining our editorial calendar) to share with key stakeholders and content creators as a means to strengthen stakeholder engagementTranslates performance metrics from digital campaigns and strategic initiatives into reports to provide the web teams with an understanding of how initiatives performed and to identify future opportunitiesCo-ordinates the collection of and responses to website feedback and provide to assigned content creatorsWorking with assigned content creators within the WCMS, building and reinforcing content strategy, providing support in best practice and means for audience analysis for the various CEE sitesGenerates digital content developmentLeads the creation of original content including: blog posts, articles, newsletters, communications materials, video, tweets and posts for various social media channelsLeads and executes an integrated digital content strategy– including a comprehensive content calendar for the websites, newsletters, video and social platforms Facebook, Twitter, YouTube, Instagram and any other emerging/relevant platformsChairs a committee that integrates content from CEE units generating their own ongoing contentOversees CEE social media feeds; Facebook, Twitter, YouTube and Tumblr, as well as ensuring a presence on new platforms by keeping abreast of emerging social media platforms and trendsWorks collaboratively with the Manager, Strategic Communications, Manager, Employer Engagement and the Manager, Outreach Marketing on projects involving paid online media search engine marketing, digital partnerships, etcConnected to the University’s central digital communications roles in emergency and crisis communicationLeads the team in proper digital asset file managementWorks closely with all staff responsible for communications over digital channels to integrate editorial calendars and communications planning tools as part of expanding the audience reach of CEEManages the Digital Experience teamDirects, and manages a high-performing, resilient team and ensure delivery of results in support of the University’s Basic Principles and CEE’s vision, mission and guiding principlesSupports, motivates and mentors staff to be successful in their rolesEnsures the effective project management of digital projects, including personnel, resources, time, and budgetSupports team building within the Communications, Engagement and Digital Experience team and within CEEnsures open communication with other stakeholders in CEE managing digital channels and promotes best practices in web architecture, accessibility, and content delivery. This includes providing training and guidance for others across CEECreates opportunities for high levels of communication and collaboration with the Communications and Marketing team, CEE and the University overallUniversity Degree in Communications, Digital Marketing, Advertising, Media Studies, Digital Experience or equivalent combination of education and experience required6-8 years of experience in managing digital marketing and communications as well as marketing insightsDemonstrated success managing a team of results-oriented professionalsExperience with inbound and outbound marketing, CRM, media and consumer behaviour trendsExperience in web-based communications, marketing and technology strategies, including website design and content management. Experience in writing for the web and editing skills. Experience in best practices in building and maintaining websites, with thorough understanding of information architecture, web navigation, user interface, usability, accessibility standards and user experience testingExperience with digital analytics tools, reporting and making recommendations based on findingsExperience with utilizing social media platforms specifically for marketing (building targeted ads)Demonstrated expertise in the development, planning and implementation of social media plansExperience in engaging internal and external stakeholders to work collaboratively and build consensus in a complex environment characterized by competing prioritiesExperience in writing effectively, authentically, and in a manner consistent with the quality and standard expected of university-level communication and aligned with brand strategiesVideo production experience specifically in planning, shooting and editing (understanding of lighting, camera types, audio recording, simple special effects and video editing), able to direct simple video production projects and organize larger video production projects. Tract record of innovative and effective multimedia storytellingAn advanced understanding of digital behavior and the ability to apply these insights to develop better digital experiencesStrategic mindset to ensure use of digital mediums to leverage our differentiators to enhance the University’s reputation and further inform and engage stakeholdersAbility to persuade, demonstrate and reinforce the value of adhering to set digital marketing communications goals to content maintainers and creatorsUnderstand how paid, owned and earned media interactDemonstrated knowledge of and ability to apply key metrics for effective ROI analysis and to make continuous improvementsCritical thinking and analytical skills to understand the complex nature of higher education and the issues of concern to stakeholdersDiscretion to identify risk and opportunities in user-generated contentEffective time management skills, ability to multitask, confidence in decision making under pressurePositive energy and attitude and willingness to work flexible hoursA passion for and commitment to the University of Waterloo and commitment to developing its digital experience for all stakeholders (including students, faculty and staff, alumni)Effective interpersonal and written communication skills. Ability to quickly produce and distribute quality, thoughtful, creative and engaging contentUnderstands the power of feed marketingKeen sense of responsive client serviceIntermediate to expert use of current project, data management and digital communication tools including:Google Analytics Solutions/Google Analytics/Google Data StudioSocial media (LinkedIn, Instagram, Facebook, Twitter)/Hootsuite Enterprise or SocialbakersContent management systems (Web publishing)Design and video editing software, camerasEmail campaign tools and list management (MailChimp)MS Word, Excel, PowerPointWork outside the normal operating hours of the institution can be expected in this role