University of Waterloo

  • Manager, Digital Experience

    Requisition ID
    2018-3648
    Job Category
    Administration
    Department
    5180 - Coop Educ & Career Action
    Job Status
    Temporary Appointment (Contract)
    Hiring Range
    $64,718 - $80,897
  • Overview

    Term: 2 years

     

    The Digital Experience Manager plays a critical leadership role leading the development of the digital experience strategy for all CEE departments. The CEE digital experience strategy is a key contributor to the successful achievement of overall University of Waterloo reputational and brand objectives specifically with business leaders, corporate recruiters and the general public in Canada, the United States and internationally.

     

    Responsibilities

    Leads, develops and implements the CEE digital experience strategy encompassing stakeholder engagement and digital marketing to prospective employers and students in close partnership with the Manager, Strategic Communications and Manager, Outreach Marketing.  

    • With the Director, Communications and Marketing, creates and implements a multi-platform digital strategy that aligns and supports the CEE overall communications and marketing objectives  
    • Leads 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 and Manager, Outreach Marketing
    • Leads team responsible for strategy, content, design, analytics and maintenance of social media outlets 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 platforms
    • Plays 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
    • Leads dissemination of messages and digital/social media traffic between CEE and key stakeholders including prospective students and employers, campus partners, global associations, alumni, and others  
    • Leads the digital strategy for key CEE projects including the annual report, co-op student experience, co-op deep dive fee, student and employer engagement, student and employer marketing and recruitment
    • Partners 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 standards
    • Tracks 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

    Digital Stakeholder Engagement  - Leads the digital engagement strategy and plan for students, employers, the University and broader community through strategic and timely communications that build dialogue and trust through transparency, openness and clarity

    • Oversees the development of a content distribution network through social media channels and manages a digital content editorial calendar to increase effectiveness and collaboration across CEE and the University
    • Supports and educates colleagues managing other official CEE social media accounts. Ensure these accounts contribute effectively to the overall online community and adhere to the brand
    • Builds and maintains influencer relationships and manage external partnerships that amplify the CEE’s reach and reputation
    • Monitors online communities, student blogs and other various media for content that may harm the CEE’s reputation as well as emerging trends using advanced technology

    Content Generation: Leads the creation of original content including: blog posts, articles, newsletters, communications materials, tweets and posts for various social media channels

    • Leads and executes an integrated content strategy– including a comprehensive content calendar for Facebook, Twitter, YouTube, Instagram and any other emerging/relevant platforms  
    • Chairs a committee that integrates content from CEE units generating their own ongoing content 
    • Oversees 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 trends
    • Works collaboratively with the Manager, Strategic Communications and the Manager, Outreach Marketing on projects involving paid online media search engine marketing, digital partnerships, etc

    Directs, motivates, mentors 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 principles

    • Supports staff to be successful in their roles
    • Supports team-building within the Communications and Marketing team and within CEE
    • Creates opportunities for high levels of communication and collaboration with the Communications and Marketing team, CEE and the University overall

    Qualifications

    • University Degree in Communications, Digital Marketing, Digital Experience or equivalent combination of education and experience required
      At least 6 years of experience in managing social media
    • Demonstrated expertise in the development, planning and implementation of social media plans including use of related content and analysis tools
      A social media expert who maintains a personal mix of participatory expertise from among these channels
    • Discretion to identify risk and opportunities in user-generated content
    • Effective time management skills, ability to multitask, confidence in decision making under pressure
    • Positive energy and attitude, willingness to be “on call” 24/7 and work flexible hours
    • A passion for and commitment to the University of Waterloo and commitment to developing its experience for all stakeholders (including students, faculty and staff, alumni)
    • An advanced understanding of digital behavior and the ability to apply these insights to develop better digital experiences
    • Ability to identify and implement social media process related to the development, posting and measurement of content and to make continuous improvements
    • Ability to ensure the strategic and tactical use of social media to leverage our differentiators to enhance the University’s reputation and further inform and engage stakeholders
    • Understand how paid, owned and earned media interact 
    • Demonstrated knowledge of and ability to apply key metrics for effective ROI analysis
    • Critical thinking and analytical skills to understand the complex nature of higher education and the issues of concern to stakeholders
    • Effective interpersonal and written communication skills. Ability to quickly produce and distribute quality, thoughtful, creative and engaging content
    • Understands the power of feed marketing
    • Keen sense of responsive client service
    • Advanced skills in MS Word, Excel, PowerPoint and social media

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