Marketing Automation and Campaign Specialist

3 weeks ago

Vancouver, Canada University of British Columbia Full time

Staff - Non Union

Job Category

M&P - AAPS

Job Profile

AAPS Salaried - Marketing and Sales, Level B

Job Title

Marketing Automation and Campaign Specialist

Department

Content Strategy | Recruitment and Marketing Support | International Student Initiative

Compensation Range

$6,747.50 - $9,701.42 CAD Monthly

The Compensation Range is the span between the minimum and maximum base salary for a position. The midpoint of the range is approximately halfway between the minimum and the maximum and represents an employee that possesses full job knowledge, qualifications and experience for the position. In the normal course, employees will be hired, transferred or promoted between the minimum and midpoint of the salary range for a job.

Posting End Date

November 25, 2024

Note: Applications will be accepted until 11:59 PM on the Posting End Date.

Job End Date

Jul 3, 2026

This is an 18-month term

At UBC, we believe that attracting and sustaining a diverse workforce is key to the successful pursuit of excellence in research, innovation, and learning for all faculty, staff and students. Our commitment to employment equity helps achieve inclusion and fairness, brings rich diversity to UBC as a workplace, and creates the necessary conditions for a rewarding career.

Job Summary

Organizational Status
Reports to the Associate Director, Recruitment Marketing and Prospective Student Engagement, and works within an integrated, cross-channel digital team. Works closely and collaboratively with the Manager, International Student Recruitment Technologies. Close consultation and collaboration with the international and domestic recruitment teams, as well as other key UBC stakeholders is critical to success of this position.

Work Performed
- Balances the creation and optimization of multiple campaigns at once.
- Uses effective stakeholder management and consensus-building skills to set campaign goals and objectives among competing internal priorities. Liaises with internal stakeholders to achieve reachable targets, and to measure and report on target and goal success.
- Creates scalable processes that ensure best practices in campaign set-up, conversion, lead generation and nurture, engagement monitoring, and data reporting.
- In consultation with the Manager, International Student Recruitment Technologies and other key stakeholders, identifies market/audience segments to target in campaigns. Ensures accuracy of target markets/audiences (quality control of recipient lists and campaign workflows).
- Develops, updates, and maintains documentation for campaign flows and roadmaps to optimize campaigns and deepen engagement.
- A/B tests and continually measures performance of targeted campaigns, conversions, and nurture/engagement goals.
- Increases participation in on-campus, off-campus, and virtual events from CRM campaigns.
- Monitors subscriber list health, including list effectiveness and opt-out rates.

Content Creation and Management
- Develops compelling content, imagery, embedded visual assets, calls-to-action, and design elements for all campaigns.
- Implements and maintains an editorial calendar for all automation and CRM campaigns.
- Ensures all CRM campaign activity is tracked and analyzed (including making sure that all hyperlinks are tracked for analytics and reporting).
- Ensures that content and messaging arcs in CRM campaigns are logical, seamless, and progressive, and that students do not receive duplicate, conflicting, or confusing content. All CRM campaigns and messaging must align with the reputation of the University and help reinforce a sense of credibility and authenticity among students.
- Ensures that messaging and content respects the cultural, linguistic, or political sensibilities of our diverse prospective student audience.
- Develops clear and unique value propositions for campaigns.

Campaign Analysis and Success Reporting
- Works to decrease unsubscribe rates while increasing campaign reach.
- Based on analysis, provides recommendations for improved performance and efficiencies, and other optimization efforts.
- Maintains metrics reports on marketing automation and campaign output to measure effectiveness and business impact, and report out to recruitment teams and key UBC stakeholders.

Consequence of Error/Judgement

Working in this capacity necessitates access to personal information and other information that may be confidential in nature. Failure to maintain the confidentiality and security of student, staff, and client information, or to use channels of communication that are not compliant with FIPPA requirements, could result in a privacy breach that could cause significant harm to affected individuals and also constitute an offence under FIPPA.

Supervision Received
Under the guidance and direction of the Associate Director, Recruitment Marketing and Prospective Student Engagement, this role works within an integrated, cross-channel digital team on RMPSE. A very close operational

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