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Digital Communications Strategist

2 months ago

Kitchener, Ontario, Canada University of Waterloo Full time
Job Title: Associate Director, Digital Communications

This role is accountable to the Associate Vice-President, Marketing and Brand Strategy and is responsible for providing leadership and setting best practices in digital marketing and communications across the university, its website, central social media channels, and all associated systems.

Key Responsibilities:
  • Develop, implement, and manage a multi-platform digital strategy that aligns and supports Waterloo's overall marketing and communications objectives.
  • Ensure that web and social media strategies effectively support, amplify, and integrate with the University's strategic initiatives.
  • Work closely with key administrators – including the President's Office – to ensure an integrated and strategic approach to all aspects of the University's digital presence.
  • Develop and prepare key digital communication messaging, presentation materials, and coaching for senior management.
  • Lead dissemination of messages and web/social media traffic between the University and key stakeholders, including prospective students, government, donors, alumni, and others.
  • Serve as point-person with vendors/providers for digital marketing efforts, including paid online media, search engine optimization, interactive marketing, internal/external partnerships, etc.
  • Lead University-wide team responsible for strategy, content, design, analytics, and maintenance of social media channels to leverage and manage digital resources strategically and ensure that the University's brand identity, reputation, and messaging are protected and presented consistently and effectively across all digital platforms.
  • Track and report on the impact of strategic aspects of the University's digital presence.
  • Ensure strategy effectively supports, amplifies, and integrates with other University efforts.
  • Manage the University's digital response to crises and issues.
  • Promote and provide coverage of high-profile and reputation-building events through the website and social media channels.
  • Stay current, champion, and support the use of industry best practices.
  • Create, update, and share standardized reports/analytics as appropriate, translating data into recommendations and plans for revising and improving future digital content and campaigns.
  • Integrate data related to organic social media campaigns that run parallel to paid media campaigns to ensure a holistic view of the results/learnings.
  • Develop, maintain, and communicate the University's social media strategy and guidelines.
  • Manage all aspects of Waterloo's social media collaboration tools (Emplifi).
  • Monitor and assess the digital activity of University competitors, industry, as well as emerging digital trends and make recommendations.
  • Act as strategic digital lead for key university projects, including the State of the University Report, Waterloo Innovation Summit, Convocation, Waterloo Magazine, Government visits, and others.
  • Manage the University's online response to crises by representing University Relations on multiple crisis communication committees.
Web Strategy:
  • Oversee the management, implementation, support, measurement, and continuous improvement of web-related and other multi-platform digital projects, including websites, web documents, and e-communications, in alignment with the University's strategic priorities.
  • Provide guidance in the direction and standard of excellence for design and UX/UI across front-end University web properties.
  • Work collaboratively with content strategists, web designers, the Information Systems & Technology (IST) team, and others as required to develop effective, forward-thinking solutions for the University's websites and other digital requirements.
  • Together with the Manager, Web Strategy, review and approve University website requests and design deliverables.
  • Define and contribute to the improvement of relevant team processes.
  • Work with digital teams to define website modifications to improve Search Engine Optimization (SEO).
  • Demonstrate leadership in B2B and B2C marketing strategies, requirements, and related metrics (funnels, conversion, and how they are supported by an online environment).
  • Evaluate and provide recommendations regarding emerging platforms and digital trends.
  • Monitor and report on metrics for web and digital initiatives (Google Analytics).
  • Provide counsel and support to marketing and communications colleagues regarding effective digital and content marketing best practices, platforms, and processes.
Digital Accessibility:
  • Lead organizational efforts in the area of web accessibility compliance across the institution.
  • Thorough understanding of the Accessibility for Ontarians with Disabilities Act (AODA), the Web Content Accessibility Guidelines (WCAG) international standard, and how they apply to the University's digital presence.