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  • Non Union

Job Category

  • AAPS


AAPS Salaried
  • Marketing and Sales, Level C

Job Title

Senior Manager, Digital Marketing


Marketing | Extended Learning

Compensation Range

  • $10,228.92 CAD Monthly

Posting End Date

June 30, 2021

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

Job End Date

Job Summary

The Senior Manager, Digital Marketing plays a key role in leading and directing the digital marketing and user experience strategies and initiatives to build and position UBC Extended Learning (ExL) and its faculty clients. The position is responsible for the digital presence with target audiences, locally and internationally, as part of ExL s overall integrated marketing activities to ensure a cohesive customer experience.

This position is responsible for leading key ExL digital marketing projects, and oversees the quality and consistency of campaigns across ExL s portfolio in the digital space. This includes user experience, content strategy, email marketing and search/social media strategy. This role provides support and consultation to ExL s programs and partners to accomplish business goals and objectives.

The Senior Manager, Digital Marketing provides strategic counsel to the Director, Marketing and is responsible for ensuring ExL s interactive marketing and communications initiatives are executed to modern standards and best practices, while ensuring they are in alignment and consistent with brand and support building the reputation of the ExL with all audiences.

Organizational Status

UBC Extended Learning (ExL) brings UBC excellence in academics, teaching, and research to communities through flexible, innovative, and accessible learning opportunities. ExL welcomes thousands of lifelong learners from all over the world annually, and supports UBC faculties to create and deliver programming that meets the career and personal educational needs of learners while strengthening UBC s contribution to society, industry, and government.

This position reports to the Director, Marketing. Collaborates with Associate Director, Marketing Strategy, Manager, Business Intelligence and Analysis, Program Directors, faculties, and other program and student service staff on marketing related initiatives. This position works closely with the in-house ExL marketing team, UBC IT and UBC Web Services. This position leads and manages the Digital Marketing Specialist, Web Specialist and part-time web marketing assistants.

ExL has multiple physical locations including multiple locations on the Point Grey campus (including David Strangway Building, Swing Space, Continuing Studies Building, and Buchanan) and Robson Square. The position will be primarily based at the David Strangway Building on the UBC Point Grey campus with flexibility to complete some portion of work remotely .

Work Performed

1. Digital Strategy

Works with the Director, Marketing and the Manager, Business Intelligence and Analytics to set direction for ExL s digital strategy, which includes the website and other digital channels (email, blogs, social media channels, etc.). Works in close collaboration with the Manager, Business Intelligence and Analytics to develop a continuous improvement process based on insights from data and analytics.

Oversees and implements large digital projects for the ExL such as major interactive, digital and social media initiatives. Takes responsibility for RFPs, project charters, timelines, budgets and resource management, issues management, and ensuring deliverables are met within budget and deadline.

Identifies needs, and recommend optimal solutions to manage web and digital challenges. Consults with business, UBC Web Services, UBC IT and external partners to identify and translate business requirements into effective digital solutions.

Oversees the process to select and maintain digital agencies and partners for ExL s online projects.

Be responsible for overseeing digital components of all ExL s marketing/advertising campaigns, with an aim to building awareness and reputation of ExL s among national and international audiences.

2. Content Strategy

Leads strategies for content development and publishing across ExL s digital communication channels; plans ExL s creation, delivery and governance of content.

Oversees implementation of content strategy deliverables including content inventories, audits, plans, matrices, editorial calendars, content types, content lifecycle and management processes.

Supervises social media staff/agencies, including ongoing management and development of ExL s social media (SM) channels ensuring that strategies are aligned with ExL s online goals. Oversees tone/quality of SM communications, planning and audits, and performance measurement.

Provides direction for content, identifying high-performance content that generates increased user engagement and action. Promote best uses of web, video and social media to engage stakeholder audiences.

3. Website

Develops and promotes a compelling user experience across ExL s web properties, aligned with UBC ExL s brand and reputation, and supports ExL s business and communication priorities.

Conducts user research and establish usability goals and benchmarks. Plans and oversees usability testing and analysis.

Oversees information architecture, site structure, navigation and information design decisions for ExL s web properties.

Provides planning and counsel for ExL s digital design templates, including user interface design for websites, landing pages, emails, social media, and online advertising.

Oversees Web Specialist and student staff to ensure website updates are done in adherence with online best practices for conversion rate optimization.

Plans and initiates web strategies to support ExL s annual marketing and communications objectives.

Works with web stakeholders to develop ongoing strategies to ensure optimal web presence and impact, including formulating long-term/short-term objectives, goal setting and analytics/measurement, user experience evaluations, search performance, social media integration, etc.

Acts as the chief liaison for the ExL Marketing Team and project owner during major capital projects, e.g. web platform migration, CMS implementation, and redesign of existing or creation of new websites.

Directs and collaborates with external agencies, consultants, and service providers in cultivating ideas and strategies that reflects digital thought leadership for ExL

Creates digital channels and linkages in order to enhance the integration of content across the website.

Oversees the website s look and feel and ensures brand consistency across web properties.

Develops Search Engine Operation strategy and leads its implementation.

Monitors and analyzes web performance and analytics in order to cultivate insights and intelligence that are relevant to the department s business objectives.

Follows industry trends and best practices and identifies opportunities for integration into UBC s strategy and for stakeholder education.

Identifies opportunities to leverage and interface with social media in order to maintain a healthy level of engagement ExL or ELI web content.

Acts as a consultant with UBC ExL faculty clients on SEM, SEO, CRO and performance best practices.

Collaborates with graphic designer on design and layout issues for both the websites and HTML email communications.

Ensures UBC brand and graphics standards and communications guidelines are applied correctly and consistently.

Monitors web content, functionality, design, and performance on a daily basis, identifies issues, and facilitates resolution by working with the appropriate web stakeholder(s) and/or IT staff.

Recommends improvements to internal standards and processes to increase quality, performance, and stakeholder satisfaction.

Operational management including documentation related to the maintenance of the websites.

Leads all activities impacting the website s operational and functional lifecycle

Oversees testing and QA for all fixes, new functionality and new student registration system upgrades.

Interfaces with IT staff and external vendors as ExL s technical lead on high-profile initiatives.

4. Analytics & Performance Measurement

Works closely with the Manager, Business Intelligence and Analytics on analytics and reports processes and systems, and establishing metrics framework.

Monitors and analyzes website and digital analytics, manages reporting of metrics and KPI s to senior management.

5. Digital Marketing

Provides guidance to ExL and its faculty clients on user experience, digital/ content strategy, online advertising, social media marketing/ engagement, SEM campaigns, email strategies and digital communications.

6. Miscellaneous

Makes presentations as needed.

Liaises with a network of marketing and communications professionals across campus to share best practices, collaborate on special projects, and stay informed of UBC brand guidelines and initiatives.

Contributes to the marketing award submissions for ExL.

Acts as ExL Marketing team lead during Marketing Director s absence when Associate. Director, Marketing Strategy is unavailable.

Responsible for managing digital agencies, suppliers and vendors, and hires/directs the work of contractors and consultants within their portfolio as needed.

Carries out related duties as required, in keeping with the qualifications of the position and the requirements of the job.

Consequence of Error/Judgement

Considerable judgment is required to carry out the responsibilities of the position working within an entrepreneurial, self-sustaining environment. Poor judgment can damage the reputation of ExL and of UBC as a whole and negatively impact ExL's relationships with UBC Faculties. Poor decision making can lead to a loss of revenue and can directly impact program viability.

Supervision Received

Considerable initiative is required to work with significant latitude within mandate. Reports to the Director Marketing. Work is reviewed for achievement of successful student recruitment, effective program collaboration, and achievement of marketing objectives, cost control, quality, timeliness and effectiveness.

Supervision Given

The position manages the Web Specialist, Digital Marketing Specialist and part-time student Web Marketing Assistants.

Minimum Qualifications

Undergraduate degree in a relevant discipline. Minimum of six years of related experience, or the equivalent combination of education and experience.

Preferred Qualifications

Undergraduate degree in a relevant discipline such as digital media, interaction design, information systems, communications, marketing or a related field.

A Master s degree is preferred.

Project Management Certification (PMP) or equivalent combination of training/ experience is preferred.

Professional development in the areas of digital strategy and/or digital marketing, user experience, content strategy or online metrics preferred.

Relevant digital marketing and media experience (with additional professional development/training/education). Experience in a progressive online marketing communications or digital/web project management capacity.

Demonstrated experience managing and/or developing an institutional or consumer-facing web and digital presence that interfaces with multiple target audiences, preferably with 1,000,000+ visits a year.

Work experience in and knowledge of best practices in digital strategy, user experience and usability, content strategy, website design and development, branding and web marketing (including online advertising, email marketing, and SEM).

  • Successful, established track record of managing interactive marketing and digital media projects, including experience in overseeing project teams/staff, digital agencies/firms and other creative suppliers i.e. content strategists, web editors/writers, front-end web designers/ developers, and user experience/interaction designers etc.

Experience developing and overseeing integrated online marketing campaigns, including digital display, SEM, email marketing, mobile and engagement strategies.

Advanced knowledge of community and social media platforms: networking, blogs, micro-blogs, mobile, user generated sites, etc. and demonstrated ability in leveraging them to drive performance. Experience working with or exposure to social media measurement tools.

Experience working with tools such as Google Analytics and other web metrics/analytics, and social media tools such as Hootsuite Enterprise, Sysomos, Radian 6.

Required experience working in a complex organizational structure or large multiple stakeholder environment.

Experience in the higher education or public/non-profit sector is preferred.

Thorough understanding of the digital media landscape, and current practices in digital media, online and interactive marketing/ communications, mobile, and social media.

Proficiency in current online branding, advertising, media and search marketing techniques.

Familiarity with current practices in web design/ development, including responsive design and cross-platform/cross-device considerations.

Working knowledge of Adobe Creative Suite software, HTML, CSS, and interaction design tools.

An aptitude for creative and design, visual aesthetics, and fundamentals of communication design.

Knowledge and understanding of video (planning, production and post-production) is an asset.

Ability to think strategically and creatively, as well as communicate thoughts collaboratively and build consensus.

Excellent verbal and written communication, interpersonal and organizational skills. Strong communication and relationship-building skills are a must.

Demonstrated ability to manage multiple priorities, work efficiently towards established goals, and be results and solutions-oriented.

Demonstrated ability to keep abreast of technology developments and marketing trends in relevant areas and a commitment to continuously adding to their knowledge base and skills.

Personal attributes of an ideal ExL Team Member: high level of honesty and integrity, robust work ethic and accountability, demonstrated initiative, adaptability in a rapidly changing landscape, a creative and curious problem-solver, commitment to engendering a harmonious work environment and strong emotional intelligence.

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