Digital Marketing Specialist

4 weeks ago

Waterloo, Canada University of Waterloo Full time

Overview:
**Term: 1 year**

The Digital Marketing Specialist will report to the Manager, Strategic Digital Experience and be responsible for research, development and delivering of marketing campaigns to support key business development initiatives in the Co-operative and Experiential Education (CEE) portfolio. The incumbent is responsible for the development and implementation of day-to-day marketing campaigns, content strategy and paid digital advertising.

Reporting to the Manager, Strategic Digital Experience, and in collaboration with colleagues across CEE and campus partners, the incumbent develops and manages multi-channel marketing campaigns that aligns with the overall goals and strategic initiatives set by CEE to support the operations and relations with key stakeholders within CEE.

**Responsibilities**:
Creates multi-channel digital marketing content
- Develops content to meet the needs of CEE’s key audiences and stakeholders including prospective employers, employers, students, governments, industry leaders and thought leaders
- Identifies trending topics and research to include in videos, social media campaigns (organic and paid), content marketing tools (i.e., gated guides) and e-newsletters
- Works on special projects for brand building, employer engagement and business development
- Works in collaboration with the communications team and engagement team to include marketing content in the employer engagement e-newsletter
- Uses a keen understanding of effective sales, digital marketing, and conversion tools and techniques to assess the prospective employer’s needs and discuss how hiring a student could bring value to the employer
- Develops awareness and lead generation content for business development across all digital channels and for different stages of the marketing funnel
- Helps meet established employer targets as indicated in CEE’s overall business goals
- Reports on progress and analytics with transparency, clarity and openness to broaden understanding of prospecting outcomes, quality of lead funnel management, lead conversion to job postings and to jobs filled and number of students hired
- Addresses challenges within the business development process with digital solutions for optimal outcomes
- Helps produce marketing and business development video projects

Ensures quality multi-channel digital marketing content
- Reviews and revises existing marketing content based on data to ensure that marketing content is effective and relevant
- Optimizes content based on Search Engine Optimization (SEO), keyword research, and Google Analytics
- Complies with brand guidelines and presentation guidelines for consistent representation and quality of the overall brand
- Strategically reviews human resources and workforce research and trends to discern content of interest
- Conducts environmental scans to identify new approaches and assess new technologies to deliver marketing content in new and innovative ways

Project management and campaign reporting
- Monitors, reviews and oversees internal communications around campaign messaging and plans
- Ensures that appropriate metrics are defined, monitored, reported, analyzed, refined and examined for marketing activities as a basis for strategy development
- Applies project management best practices and tools to accurately document all components of each campaign strategy for which they are responsible and contributes appropriate updates to the overall CEE marketing and business development plan
- Manages CEE’s digital marketing calendar to ensure transparency and deployment of strategic marketing messaging
- Provides updates and recommendations to the Manager, Strategic Digital Experience to ensure marketing results are on target to deliver on objectives
- Provides feedback to the Manager, Strategic Digital Experience and other CEE team leads on the impact of marketing content using data-driven analysis

Collaborates, advises and consults regarding digital marketing projects
- Works closely with Digital Experience colleagues, Manager, Strategic Digital Experience, Manager, Strategic Communications and Associate Director, Communications, Engagement and Digital Experience to ensure content is shared and integrated across CEE and campus channels
- Contributes expertise to creative brainstorming and concept development sessions
- Maintains a clear understanding of generational characteristics and the needs of all audiences at different stages throughout the employment management funnel in order to enhance the content strategies for which they are responsible
- Maintains awareness of current research, trends in co-operative education and work-integrated learning, management of digital communications, significant developments that impact experiential education opportunities and programming at the University
- Participates positively in the business development best practices group meetings, team meetings and department meetings through attendan

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