DIGITAL MARKETING STRATEGIST | University of Washington

  • Full Time
  • Seattle

University of Washington

Seattle, Washington, As a UW employee, you have a unique opportunity to change lives on our campuses, in our state and around the world. UW employees offer their boundless energy, creative problem solving skills and dedication to build stronger minds and a healthier world. UW faculty and staff also enjoy outstanding benefits, professional growth opportunities and unique resources in an environment noted for diversity, intellectual excitement, artistic pursuits and natural beauty.  For the University of Washington (UW) to be the greatest public university in the world as measured by our impact, the UW and University Advancement (UA) must weave equity and anti-racism into everything we do. Becoming a more equitable organization starts with us, and focusing on groups that have been excluded and under-engaged will lead to better outcomes for our whole community. Ensuring that diversity, equity, and inclusion (DEI) are natural outcomes of our activities will require us to state our values, live by those values and work toward our vision every day. To sustain our efforts, we have defined a path forward with our values clearly articulated and shared throughout the organization. We invite you, our community, to walk with us, share feedback and engage as we do our part in the University-wide effort to create a more just and equitable world. To learn more click here. Together with world-class partners, the University of Washington’s College of Engineering is developing a new generation of innovators. A national leader in educating engineers, each year the College turns out new discoveries, inventions and top-flight graduates, all contributing to the strength of our economy and the vitality of our community. UW Engineering is ranked 20th among all engineering schools with more than half of its departments ranked in the top 20 of their respective fields. As a College of Engineering employee, you can help create a real impact for our students, faculty, friends and fellow staff while joining a community of innovators committed to building a culture where all members thrive, are valued and feel a sense of belonging. Position Purpose: The Digital Marketing Strategist supports the goals and objectives of the Office of Marketing and Communications (MarCom) at the College of Engineering by leading the College’s digital marketing strategy for e-mail and social media. This position is responsible for conceiving, developing and building e-mail marketing campaigns and targeted social content, applying analytics and experimentation to grow digital engagement, and managing the overall strategy and direction across the College’s e-mail and social media platforms. Past experience in marketing automation systems, writing and editing for social media and the web, managing content calendars and proven success in using data to inform strategic decision-making are requirements for this position. The Digital Marketing Strategist will build upon the College’s existing e-mail program by developing a system and comprehensive strategy for e-mail campaigns and Marketo usage across the College and its departments. This position will partner with Marketo users and provide them with recommendations to maximize the effectiveness of their programs, support new campaigns and lead innovative initiatives to grow engagement. In addition, this position will lead social media strategy, apply best practices and analytics to set benchmarks to increase reach and engagement, collaborate with content contributors across the College, as well as create and edit content. This position will build holistic digital engagement reports, share insights with stakeholders and use data to inform strategies and goals. This position reports to the Associate Director for Online Communications and will work in collaboration with leadership as well as communications and editorial staff throughout the College. To be successful in this role, the candidate must be a self-starter with a passion for digital marketing and have a keen eye for detail while remaining focused on long-term goals and growth strategies. The successful candidate is creative and committed to growing engagement across platforms internally and externally. This role can work independently but is highly collaborative and must be customer-service oriented. RESPONSIBILITIES: E-mail marketing •Oversee a comprehensive strategy for implementing Adobe Marketo (the UW’s e-mail automation system) across the College to continuously improve and grow the e-mail marketing program. Defines and applies overarching systems for users and approvers, manages and allocates licenses. •Lead best practices for new and emerging initiatives including e-mail personalization, audience segmentation, automation, increasing reach within internal audiences, A/B testing, etc. •Consult with departments and other College stakeholders to provide recommendations on campaign strategy based on data and best practices. Develop and build e-mail campaigns using templates developed and maintained by central UW. •Direct centralized e-mail approval process to ensure outgoing e-mails are correct, on-time and follow editorial and legal requirements; responds to ticket requests to review and approve e-mails; adjusts systems to meet users’ needs. •Analyze e-mail data and dashboards; use insights to modify campaigns, audiences and strategies to enhance performance and engagement. Create reports and share with stakeholders. Set reporting cadence standards. •Develop best practices for list management, smart lists and audience segmentation; apply boolean logic to build audiences as back-up to existing centralized system. •Consult on best practices for the College’s Marketo user group, develop and maintain training tools. •Participate in Central UW Marketo meetings to understand broader strategies; serve as College of Engineering steward and provide input on new initiatives and tools. Social media content creation and strategy •Manage social media editorial calendar for the College, developing strategies to expand social media content reach for specific audiences. Social media channels include Instagram, Twitter, Facebook, YouTube and LinkedIn. •Write and edit social media content, develop campaigns, design visuals and apply multimedia. •Create reports on the effectiveness of social media efforts and share with stakeholders. Set reporting cadence standards. •Build community and engagement using both proactive and reactive communications; grow user-generated content, reply to inquiries and escalate emerging issues as appropriate. •Advise on emerging technologies such as platforms and analytics tools. •Partner with communication managers across the College and the University of Washington to share best practices, share and amplify content and identify cross-promotion opportunities. Holistic digital engagement data management •Lead comprehensive engagement reporting across digital channels. •Manage analytics dashboards and reports. Share with key stakeholders. •Assist in managing and enhancing website analytics reports. •Help foster data-centric culture and advocate for best practices across the College. Web content editing •Partner with the web team to write strategic landing page copy to ensure consistency across College of Engineering channels. Other Duties, as assigned. MINIMUM REQUIREMENTS: Bachelor’s degree in marketing, communications or related field and 3-4 years’ experience in writing and communications for nonprofit, government or higher education institution.  Equivalent combination of education and experience from which comparable knowledge and skills have been acquired may substitute for degree. Equivalent education/experience will substitute for all minimum qualifications except when there are legal requirements, such as a license/certification/registration. ADDITIONAL REQUIREMENTS: •Experience writing and editing, proven ability to craft strategic content and messages from multiple voices, for a variety of audiences. •Must have past experience with marketing automation systems. •Experience with HTML for e-mails. •Demonstrated strong computer skills, including proficiency with the Google Drive suite, Microsoft Word, Excel, and PowerPoint for correspondence, spreadsheets, etc. DESIRED: •Proficient in Adobe Marketo. •Portfolio of past e-mail, social media work or editorial work. •Proven experience with developing e-mail marketing programs and strategies. •Experience working with Google Analytics and SproutSocial or similar too Application Process: The application process for UW positions may include completion of a variety of online assessments to obtain additional information that will be used in the evaluation process.  These assessments may include Work Authorization, Cover Letter and/or others.  Any assessments that you need to complete will appear on your screen as soon as you select “Apply to this position”. Once you begin an assessment, it must be completed at that time; if you do not complete the assessment you will be prompted to do so the next time you access your “My Jobs” page. If you select to take it later, it will appear on your “My Jobs” page to take when you are ready. Please note that your application will not be reviewed, and you will not be considered for this position until all required assessments have been completed.

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