09 Oct
Recognized
Vancouver
Staff - Non Union
Job Category
M&P; - AAPS
Job Profile
AAPS Salaried - Information Services, Level B
Job Title
Marketing Specialist
Department
Marketing & Recruitment | Marketing and Communications | Dean's Office | Faculty of Applied Science
Compensation Range
$6,747.50 - $9,701.42 CAD Monthly
The Compensation Range is the span between the minimum and maximum base salary for a position. The midpoint of the range is approximately halfway between the minimum and the maximum and represents an employee that possesses full job knowledge, qualifications and experience for the position. In the normal course, employees will be hired, transferred or promoted between the minimum and midpoint of the salary range for a job.
Posting End Date
October 15, 2024
Note: Applications will be accepted until 11:59 PM on the Posting End Date.
Job End Date
At UBC, we believe that attracting and sustaining a diverse workforce is key to the successful pursuit of excellence in research, innovation, and learning for all faculty, staff and students. Our commitment to employment equity helps achieve inclusion and fairness, brings rich diversity to UBC as a workplace, and creates the necessary conditions for a rewarding career.
Job Summary
The Marketing Specialist is responsible for managing the marketing, branding, communications and campaigns aimed at raising awareness and generating demand for UBC Engineering and the UBC Faculty of Applied Science programs (the Faculty). This position will be responsible for designing and executing the marketing strategy, campaigns, and processes associated with marketing these programs, as well as helping to promote our reputation, brand and program awareness.
Organizational Status
Reports to:
Associate Director of Marketing and Student Recruitment .
Works with: the Faculty's Marketing, Communications and Student Recruitment (MarCom) team, Dean's Office units, the Engineering Departments and Schools, and other Faculty Schools, UBC International Student Initiative, UBC Domestic Student Recruitment, UBC service providers, external vendors, senior administrators, and other stakeholders as required.
Work Performed
Digital marketing
- Develop and execute a comprehensive marketing strategy, with a strong emphasis on online and digital channels. This includes optimizing SEO, SEM, social media, email marketing, and content marketing efforts to drive brand awareness, lead generation, engagement and elevating the Faculty's reputation.
- Manage the full lifecycle of digital marketing campaigns,
from design to execution, with a focus on performance tracking and optimization.
- Develop, manage and monitor online advertising campaigns and initiatives including Google AdWords, LinkedIn, Facebook Ads, search, social and any other relevant digital advertising platforms.
- Develop and implement a variety of marketing and communications projects, including web and multimedia advertising of the programs, events, educational marketing portals and other marketing platforms used to expand advertising reach.
- Leverage data-driven insights and industry trends to continuously refine strategies, ensuring alignment with business goals and measurable improvements in key performance indicators.
- Collaborate with the Student Recruitment Officer to align marketing strategies with recruitment goals, ensuring seamless integration across channels.
- Liaise with digital media agencies and internal creative teams to ensure campaign effectiveness, making data-driven recommendations for continuous improvement.
- Liaise with external agencies and internal graphic design teams for creative development in support of the campaigns.
Assets Production / Output
- Work with vendors to produce promotional materials in line with the existing brand materials.
- Manages and organize video and photography shoots.
- Collaborate with internal and external stakeholders, including School and Department staff and faculty, videographers, photographers and creative teams, to ensure campaigns are optimized, ads are effective social media activities, resources, structure,
and best practices. Responsible for driving the strategy and implementation of a seamless production process from concept to final delivery.
- Oversee videos and creative assets using advanced tools within Adobe Creative Cloud (e.g., Premiere Pro, After Effects, Photoshop), ensuring all creative efforts align with UBC and the Faculty's brand messaging and visual identity.
- Ensure data integrity and quality across all CRM systems by implementing and enforcing best practices for data entry, management, and validation. Regularly audit data to identify inconsistencies, duplicates, and errors, taking corrective action to maintain high data accuracy.
- Design, develop,
and maintain interactive dashboards that provide clear and actionable insights into the performance of paid and organic marketing initiatives.
- Analyze and report program performance to MarCom team, provide results, updates and recommendations for improvement and new developments.
- Update and modify existing promotional materials as needed.
Digital Communications
- Conceptualize and implement targeted initiatives designed to increase traffic, engagement, and brand awareness among our key target audiences. This includes developing personalized campaigns and identifying new opportunities for content creation that resonate with our audiences.
- Leverage analytics and market insights to optimize content strategy, continuously improving its effectiveness in reaching and engaging potential customers across multiple digital platforms.
- Oversee the planning, creation,
and coordination of web content development, ensuring alignment with the overall digital marketing strategy. Manage the content lifecycle from ideation to execution, working closely with cross-functional teams to ensure consistency, quality, and optimization for SEO and user engagement.
- Create and maintain a dynamic SEO strategy focused on improving organic search rankings, increasing site visibility, and ensuring that web content remains relevant and engaging to target audiences.
- Monitor and analyze website performance metrics using tools like Google Analytics, SEMrush, or other web analytics platforms to ensure optimal site functionality
- Manage and execute targeted email campaigns for prospective students, ensuring timely delivery of program marketing materials, updates, event promotions,
and relevant information. Liaise with UBC Central teams to ensure alignment and compliment to universities strategy and activities
- Utilize segmentation and personalization strategies to tailor messaging for different audience segments, optimizing engagement and conversion.
- Build and implement automated email systems to streamline communication with prospective students, enhance lead nurturing processes, and drive conversion rates for program enrollment.
Social Media
- Develop and implement a comprehensive social media strategy designed to build and engage a vibrant online community.
- Create and manage engaging content for social media campaigns, including ads, posts, stories, and video content that enhances our reputation and highlights research excellence, student success, alumni achievements, and program features. Ensure content is aligned with both UBC and the Faculty's overall branding and marketing goals.
- Represent the Faculty's programs and brands on major social media platforms e.g. LinkedIn, Meta, YouTube, TikTok. Monitor and respond to social media interactions, engaging directly with the audience to foster community growth and brand affinity. Utilize user-generated content to further build engagement and authenticity.
- Continuously analyze social media performance metrics to adjust strategy, improve audience engagement, and drive measurable growth in followers, engagement, lead generation, and share of voice across digital platforms.
- Stay current on social media trends and best practices, implementing innovative features like comments, recommendations, and blogging to increase interaction and build a more connected online community.
- Be the point of contact for social media channel management, and align with the MarCom team wider objectives, as well as other communications professionals within the Faculty.
- Work with internal teams at the planning stages of campaigns and programs to determine degree and method of social media integration.
Project Management
- Contributes to managing the Faculty's brands and be a resource to faculties and internal stakeholders to ensure brand consistency across all touchpoints
- Manage the digital marketing budget, with input of the Associate Director, Marketing and Student Recruitment as well as the Recruitment Specialist.
- Manage and track expenditures for various projects.
- Create and maintain project timelines, schedules and cost estimates that support the progress of various initiatives and projects.
- Record and maintain records of all activities undertaken, so comparisons of all activities can be compared year to year for their effectiveness.
- Foster cross-functional collaboration with the Faculty's communications managers and external teams to enhance content distribution and build partnerships.
- Build relationships with stakeholders, including faculty members, alumni, current and prospective students, to strengthen brand engagement.
Other related duties as required.
Consequence of Error/Judgement
Initiatives executed by this role on behalf of the Faculty's portfolio are very public, and are critical to the reputation of the Faculty, the recruitment and engagement of potential students, the online and external-facing brands of our Faculty. The position has dealings with staff, faculty, students, the business community, general public and external suppliers.
This position represents the University as well as the Faculty. The position plays a key role in intercepting social media messages that can potentially affect reputation, and deals with damage limitation.
Incorrect decisions or judgment will directly affect the Faculty and UBC' s reputation with students, faculty, staff, and the broader community i.e. erroneous information could cause embarrassment and loss of credibility to the university, and key infrastructural pieces of the university' s overall web operations could be at risk of failing. It could also alienate existing and potential students as well as jeopardize relationships with alumni, resulting in a potential loss of reputation or critical relationships.
Supervision Received
Works independently under general guidance from the Associate Director of Marketing and Student Recruitment.
Supervision Given
Manage the work of consultants, external contractors and student workers.
Minimum Qualifications
Undergraduate degree in a relevant discipline. Minimum five years of related experience, or the equivalent combination of education and experience.
- Willingness to respect diverse perspectives, including perspectives in conflict with one's own
- Demonstrates a commitment to enhancing one's own awareness, knowledge, and skills related to equity, diversity, and inclusion
Preferred Qualifications
Undergraduate degree in a relevant discipline. Undergraduate degree in a relevant discipline. University degree in communications or equivalent. Experience in all aspects of social media, coordinating marketing strategy and campaigns, ideally in a complex organizational environment, or the equivalent combination of education and experience. Minimum of five years' experience or the equivalent combination of education and experience. Excellent communication skills, both verbal and written. Experience writing and editing marketing and web copy, and ability to adapt writing styles for various purposes, for different media requirements and for different audiences. Design skills and/or experience with design tools (InDesign, Illustrator, Photoshop) preferred. Demonstrated organizational skills in project and time management, with an ability to set priorities, attend to details, work well under pressure to meet deadlines, balance competing deadlines. Demonstrated ability to work independently and excel within a team environment. Ability to exercise initiative, resourcefulness and judgment. Ability to exercise tact and discretion. Demonstrated knowledge of social media. Knowledge of social media statistics reporting and tracking tools. Technical understanding and experience working with social media interfaces and CRM software. Strong knowledge of MS Office tools (Word, Excel, PowerPoint). Demonstrated experience with web software e.g. WordPress. Basic HTML and CSS knowledge. Demonstrated ability to learn and upgrade skills.
▶️ Marketing Specialist
🖊️ Recognized
📍 Vancouver