Associate Director, Digital Communications

6 months ago

Waterloo, Canada University of Waterloo Full time

Overview

This position is accountable to the Associate Vice-President, Marketing and Brand Strategy and is responsible to provide leadership and set best practices in digital marketing and communications across the university, its website, central social media channels and all associated systems. The Associate Director, Digital Communications will help build an integrated digital presence to advance the University of Waterloo in the digital space, which includes. overseeing development, implementation and management of the University’s primary web-related strategies, facilitating the design and user experience of the University’s web environment as well as developing and overseeing the University’s digital accessibility strategy. The Associate Director, Digital Communications will also play a lead role in digital advertising and standardizing digital measurement and analytics practices.


The Associate Director, Digital Communications will work as part of a cross-functional team of marketing and communication professionals responsible for marketing and brand campaigns, issue and crisis management, government relations, executive communications, internal communications, and media relations.

Responsibilities

The Associate Director, Digital Communications will serve as a leading expert across the University on digital marketing and communications and provide technical expertise and guidance to University stakeholders on matters related to web strategy, social media, digital accessibility, digital advertising and digital analytics. The Associate Director, Digital Communications will continually review or recommend new and emerging platforms, being aware of best practices and suitability to the institution’s key audiences.


Digital Marketing, Communications and Public Relations

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 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 State of the University Report, Waterloo Innovation Summit, Convocation, Waterloo Magazine, Government visits and others Manage 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 re: 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

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