Term: 18 months
The Digital Marketing Specialist is a thought-leader and highly capable creator of digital communications, responsible for email campaigns, social media engagement, website management, and content marketing initiatives to advance the University’s lifelong learning initiatives and enhance its reputation.
Reporting to the Marketing Manager, this role is accountable for creating, delivering and evaluating all aspects of digital campaigns; the incumbent will develop and implement a digital media strategy with a focus on recruiting new clients to WatSPEED programming. The incumbent plays a critical role in how lifelong learning at University of Waterloo looks, sounds and engages with its audiences across all digital platforms – while remaining consistent and complimentary with the overall University brand strategy.
As a key member of the WatSPEED team, this role requires expertise in marketing, advertising and public relations with extensive technical experience and depth of knowledge in the technologies used in digital marketing (e.g., social media platforms, Google Analytics, campaign email and customer relationship management software, Socialbakers, Adobe Creative Suite, and web content management systems, etc.).
This role will require ongoing relationship building across WatSPEED stakeholders, sharing social, email, web and content marketing best practices, moderating and managing the ongoing social conversations with varying audiences, all while ensuring Waterloo is positioned as a lifelong learning leader across all relevant media channels.
Planning, Communication and Content Creation
Works closely with the Marketing Manager to plan, develop, deliver and evaluate email, social and content marketing plans
Conducts research to identify WatSPEED/client needs to assist in meeting the university’s professional development objectives via digital marketing and communication activities
Defines digital personas for target audiences, taking into consideration the marketing strategy of the University plus the different characteristics of audiences engaging with digital media versus traditional media channels
Conduct environmental scans and competitive analyses
Email and social content audits/inventories (including regular maintenance of WatSPEED campaign emails and social media content calendars, campaign email process, training manuals, and best practices)
Competitive analyses of email approach at other universities and lead-conversion business models (e.g., messaging, design, platform, metrics, templates, visuals)
Evaluate the purpose and opportunity within existing and emerging social platforms
Develop and implement social media listening strategies to identify key themes surfacing among defined audience segments and potential brand advocates
Create strategies to guide content marketing and communications design and development WatSPEED, its partners and revenue generating programs
Responsible for ensuring that WatSPEED and Waterloo brand standards, messaging and style guides are adhered to in all digital communications
Support the creation, execution and evaluation of a search engine marketing (SEM) and social media advertising plan
Monitor and report on metrics for email, social, web and digital media initiatives
Provide input and advice with respect to establishing budgets for projects and setting production schedules
Maintain an editorial calendar and cohesive strategy for email, social and content marketing initiatives and coordinate the use of Waterloo’s central and WatSPEED accounts with key stakeholders
Engage the Waterloo and broader community through smart, strategic and timely communications to assist with the development and execution of combined content calendars
Write, build, edit and/or approve email campaigns and social posts (e.g., social posts/comments, virtual events, live events) that align with best practices
Monitor social engagement and engage/interact with prospective/future learners when appropriate to support them throughout their journey in becoming a WatSPEED learner/partner
Answer questions and manage online feedback forums, ensuring all @mentions and pertinent hashtags are replied to on social media channels
Author briefs (creative, procurement and leadership approval) for the development of required assets
Work with photographers, videographers and writers to source, identify/repurpose stories for storytelling on digital platforms
Ensure excellence and consistency in all email and social media communications
Support the delivery of key messages within email and social media produced by WatSPEED and more broadly across campus
Training and Support
Provide training, support and materials for campus partners in
Campaign email software tool (e.g., MailChimp)
Best practices: writing for digital platforms, email, social media
Provide day-to-day leadership and guidance to colleagues within and outside WatSPEED
Collaboration and Outreach
Develop positive relationships within and among WatSPEED and their primary stakeholders, and identify opportunities for internal collaboration and consultation with key departments such as University Relations, etc.
Develop and build strong relationships and maintain a network with university colleagues involved in website management, email campaigns and social media
4+ years of experience in marketing and communications, specifically in the areas of content marketing, digital marketing, marketing insights, and account management/client service
2+ years of experience in content creation for social media, web, video and email campaigns
2+ years of experience in project management
Proven ability and experience in remaining engaged and knowledgeable of emerging media, including social media and video creation, and knowledge of social media trends, analytics, and technology popular among employer audiences
Experience in website management and development, including an understanding of best practices in information architecture, navigation, user interface, usability, accessibility standards, and testing
Essential: excellent written and oral communication skills, with a solid knowledge of both English grammar and the specialized requirements associated with writing for the web and other digital media
Thorough command of the social media and digital world (from the evolving social web to mobile tools and trends); sophisticated client service and digital communications skills; high level of energy and passion with respect to this area of rapid change and innovation; experience in interactive, digital advertising and/or in a digital public relations agency
Demonstrated understanding of best practices in information architecture, navigation, user interfaces, usability, accessibility standards (e.g., AODA and Canadian Anti-Spam Legislation), and testing
Aptitude for translating technical concepts into simple language or visual schematics to facilitate the understanding of colleagues and leaders
An eye for effective design, graphic balance, and the impact of layout and messaging in communication materials
Ability to build consensus, foster teamwork among a variety of stakeholders, and lead integrated project teams
Strong organizational skills coupled with the ability to handle multiple tasks, meet deadlines, and excel in a fast-paced environment, characterized by changing priorities
Demonstrated ability to thrive in and contribute to an integrated and collaborative team environment and to apply a positive team approach to working with colleagues
The University of Waterloo is committed to implementing the Calls to Action framed by the Truth and Reconciliation Commission. We acknowledge that we live and work on the traditional territory of the Neutral, Anishinaabeg and Haudenosaunee peoples. The University of Waterloo is situated on the Haldimand Tract, the land granted to the Six Nations that includes six miles on each side of the Grand River.
The University values the diverse and intersectional identities of its students, faculty, and staff. The University regards equity and diversity as an integral part of academic excellence and is committed to accessibility for all employees. The University of Waterloo seeks applicants who embrace our values of equity, anti-racism and inclusion. As such, we encourage applications from candidates who have been historically disadvantaged and marginalized, including applicants who identify as First Nations, Métis and/or Inuit/Inuk, Black, racialized, a person with a disability, women and/or 2SLGBTQ+.
All qualified candidates are encouraged to apply; however, Canadians and permanent residents will be given priority.
The University of Waterloo is committed to accessibility for persons with disabilities. If you have any application, interview, or workplace accommodation requests, please contact Human Resources at firstname.lastname@example.org or 519-888-4567, ext. 45935.