Director, Digital Marketing and Analytics

Director, Digital Marketing and Analytics

About Queen's University
Queen’s University is the Canadian research intensive university with a transformative student learning experience. Here the employment experience is as diverse as it is interesting. We have opportunities in multiple areas of globally recognized research, faculty administration, engineering & construction, athletics & recreation, power generation, corporate shared services, and many more.

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Job Summary
Reporting to the Associate Vice-Principal, Marketing & Brand, the Director, Digital Marketing and Analytics plays a key leadership role in advancing digital maturity and consistency across Queen’s. This position champions the development and adoption of digital best practices, including analytics, digital quality standards, and the responsible integration of AI. By developing shared frameworks, providing expert guidance, and enabling access to self-serve tools, the Director supports marketing and communications teams across faculties and units in strengthening the collective digital capacity of the university. The role focuses on building strategic partnerships that enhance institutional effectiveness, contributing to Queen’s reputation and visibility in an increasingly competitive digital landscape.
The Director also provides strategic leadership in digital engagement, analytics, and innovation across Queen’s University. The incumbent oversees enterprise-wide digital marketing standards and plays a central role in championing AI integration, supporting experimentation, and enabling insight-driven decision-making through shared digital tools and frameworks.

**Job Description**:
**KEY RESPONSIBILITIES**:
**Digital Strategy and Governance**:

- Chair the cross-university Digital Analytics Initiatives group to drive collaboration, data alignment, and continuous improvement in marketing performance measurement.
- Collaborate with leadership across both the Marketing and Brand department and the Integrated Communications Department to ensure digital efforts support both marketing and communications objectives, and are integrated with institutional brand standards, messaging consistency, and content strategy.

**Analytics and Insight Enablement**:

- Oversee the university’s digital analytics stack (GA4, SiteImprove, PowerBI), maintaining a single source of truth for campaign and content performance.
- Develop self-serve dashboards, data dictionaries, and training to build analytics literacy across marketing and communications teams.
- Audit data tagging and reporting to support consistent measurement across faculties and units.

**Owned Media Strategy and Experimentation**:

- Set strategy for Queen’s organic digital presence across all public web properties; monitor crawl health, schema, and search performance.

**Campaign Support and Performance Advisory**:

- Provide strategic counsel to marketing and communications teams on channel selection, targeting, and campaign design.
- Deliver performance reporting, optimization advice, and real-time campaign insights for priority initiatives.
- Create and maintain campaign playbooks, QA checklists, and post-campaign analysis frameworks.

**AI and Innovation Enablement**:

- Develop AI adoption playbooks and provide guidance to teams on responsible and effective use of AI in marketing operations.

**Campus Partner and Institutional Alignment**:

- Cultivate strong relationships with digital and communications leads across faculties, departments, and shared service areas.
- Advise University Relations leadership on analytics trends, engagement insights, and performance optimization.
- Co-develop digital vision and OKRs with the AVP, Marketing & Brand.

**Leadership and Team Development**:

- Provide strategic and day-to-day leadership to a team of digital marketing and analytics specialists, fostering a culture of adaptability, innovation, and continuous learning.
- Lead the team through ongoing change in the digital environment, including the integration of emerging technologies such as AI, evolving analytics capabilities, and shifts in audience behaviour.
- Support staff through change by setting a clear vision, guiding adoption of new tools and processes, and encouraging experimentation and collaboration.
- Partner with the Digital Architect and others to evolve team structure, service delivery models, and workflows to reflect the changing digital landscape and institutional priorities.
- Set goals, oversee team performance, and promote alignment with university-wide digital strategy.

**People Management and Talent Development**:

- Make decisions and/or effective recommendations regarding transfers and promotions.
- Evaluate employee performance and decide on appropriate training or coaching to address lack of proficiency in carrying out responsibilities, or remedial action for staff disciplinary situations.
- Make effective recommendations on level of discipline up to and includ