POSITION DESCRIPTION

Transcription

1 POSITION DESCRIPTION POSITION TITLE: Digital Marketing Specialist CLASSIFICATION LEVEL: Bond 5 SCHOOL/OFFICE: Marketing & Recruitment DATE POSITION CLASSIFIED/UPDATED: September 2018 This position is first and foremost with Bond University and although this position is described as operating within a section of the university, it is a fundamental requirement of your position that the best interests of the university must be your priority at all times. POSITION SUMMARY: This position is responsible for the implementation of digital strategies and the delivery of University paid digital campaigns across international and domestic markets. The Digital Marketing Specialist is responsible for the implementation of Bond s digital tactical plan and optimisation across Bond s digital footprint. This role will be critical in the delivery of marketing automation strategies and tactics to enable and enhance the customer experience and improve marketing performance. Data-driven and technically adept, this role will be a critical thinker with the ability to leverage marketing technologies, analytics and trends in digital marketing. This role coordinates the digital needs of many important stakeholders and partners including the wider marketing team, international recruitment, domestic recruitment, faculty marketing teams to ensure brand consistency while business objectives are being met through all online media. This role will be responsible for managing tactical digital and project budgets. As a strategic thinker and sophisticated marketer, they will also be involved in the relationship management with external suppliers and agencies. Reporting to the Digital Marketing Manager, the Digital Marketing Specialist will plan, schedule, implement and evaluate digital campaigns, website performance and marketing automation strategies with the aim of creating student preference, driving leads and nurturing prospects through to enrolments for the University. The incumbent will be an integral member of the Marketing & Communications team with responsibility for driving and implementing marketing automation tactics, building effective digital campaigns, analysing and optimising digital marketing activity and performance. This role will be responsible for leveraging online activity across marketing and recruitment initiatives, working closely with the Content Marketing Coordinator to ensure paid activities align and enhance the organic social media strategy. Purpose of the Position: To raise brand awareness and create student preference through effective digital and marketing automation tactics Implement the fully integrated digital tactical plan that delivers on the digital strategy Manage marketing automation projects and support the roll out and training requirements Plan, implement and evaluate digital campaigns and marketing automation tactics that drive conversion Analyse and report on website and digital marketing performance

2 Work with internal web team and external agencies and suppliers to drive effective web and digital tactics Identify opportunities and develop creative briefs for tactical campaign executions Manage SEM campaigns and optimise and report on performance To identify and facilitate opportunities to leverage online activity with the Content Marketing Coordinator, Recruitment, Faculty and other business units Propose data-driven and strategically aligned digital marketing, website and marketing automation tactics Write and optimise web content to enhance user experience, SEO and conversion Manage digital tactical campaigns and projects and associated budgets and timelines To develop and foster positive relationship with suppliers and internal stakeholders to ensure efficient, effective delivery of campaigns in a timely and brand-consistent manner Collaborate with ITS on implementing web projects on behalf of stakeholders using marketing best practices and data analytics To support the execution of the University Marketing Strategy, under the direction of the General Manager Marketing & Communications REPORTING RELATIONSHIP: This position reports to: Executive Director, Future Students General Manager Marketing and Communications Digital Marketing Manager Content Marketing Coordinator Direct Marketing Specialist Video Content Producer SELECTION CRITERIA: Tertiary qualifications in a communications or marketing discipline

3 Minimum two years practical experience in the areas of digital campaign management, SEO, SEM, copywriting for ad creation and web Experience implementing highly targeted digital marketing campaigns that deliver proven conversion outcomes Strong understanding of digital marketing specifically paid digital mediums including but not limited to: Facebook/Instagram, Twitter, LinkedIn and Google AdWords Strong understanding of the relationship between paid digital mediums and SEO, website development and lead nurturing Experience in using data analytics to evaluate campaign performance and impact on strategic objectives Outstanding written communication skills with demonstrated experience in maintaining brand standards through exceptional accuracy and attention to detail An ability to develop, nurture and manage positive working relationships and deliver excellent client service with both internal and external clients Self-motivated with proven ability to problem solve, project manage and meet deadlines with minimal supervision DESIRABLE CRITERIA: Experience with marketing automation software Experience developing holistic digital marketing campaigns from paid lead generation through to lead nurture and conversion COMPETENCY RESPONSIBILITY PERFORMANCE INDICATORS Digital Campaign Management In consultation with the Digital Marketing Manager, develop and implement the annual online tactical plan Develop and maintain campaign schedules to ensure all activity is strategic, integrated and measurable against clear campaign objectives With the Marketing and Communications Coordinator, manage the day-to-day relationship with the external creative and media buying agencies to creative effective domestic and international media plans Source advertising options through preferred media buying agencies Digital campaign strategy development, Campaign spend performance Regular reporting on activity Brand-consistent tactical executions End of campaign reporting and recommendations

4 implementation and evaluation Develop creative briefs for the internal designer team Copywriting for internally produced campaign initiatives Identify opportunities to leverage advertising spend and activity across the University (working with Faculty and Domestic/International Recruitment Teams) Report on digital campaign activity and make recommendations for future initiatives Branding Champion brand and ensure adherence to brand guidelines in all communication initiatives Work with stakeholders to ensure compliance with brand across all mediums and communication channels Champion the Bond University brand and facilitate integrated messaging and campaigns across University initiatives Market Research/Intelligence Maintain an up-to-date knowledge of key digital marketing mediums and key markets to identify new or emerging opportunities Maintain an up-to-date knowledge of competitor Understanding of Quality Assurance Understanding of Cultural Sensitivity activity Staff should demonstrate an understanding of the principles of quality assurance and continuous improvement as they apply at Bond University. Staff are expected to demonstrate an ongoing commitment to the Bond University Strategic Plan, university policy and to our quality assurance processes. Staff will come into contact with staff and students from a variety of cultural backgrounds. It is expected Adherence to brand guidelines Attention to detail Target attainment Benchmarked performance

5 that mutual respect, cultural awareness and cultural sensitivity will form the basis of the professional working relationship. Staff are encouraged to attend a cultural sensitivity workshop to further enhance and develop cultural awareness and cultural sensitivity skills. It is not the intent of this position description to limit the scope of this position in any way but to give an overview of this role at Bond University. You may at times be required to work at other tasks and areas as directed by the Management. Position Held by: Signed: Date: