Posting 2020.155
Position Strategist, Digital Marketing and Engagement
Department UFV International
Status Staff, 100% full-time, Permanent
Start Date As soon as possible after closing date
Salary Scale $4,397.93 - $5,253.28 per month (Staff pay group 8)
Closing Date July 09, 2020

The Digital Marketing and Engagement Strategist is primarily responsible for the development and implementation of digital marketing, engagement and recruitment strategies for key international markets, including maintenance of a robust international digital multi-channel recruitment strategy; development of interactive, engaging online information resources, and communications, and all related analytics, evaluation, and reporting.

Duties and Responsibilities:

• Work with the Associate Director, Marketing & Applicant Relations to plan and implement digital marketing and engagement strategies for international students
• Enhance brand awareness of UFV in global markets to attract student applicants via paid and organic methods
• Develop pro-active multi-channel digital marketing strategies: web, SEM, SEO, email and social media
• Responsible for digital advertising (SEM, PPC, social media marketing), SEO, content development and reporting of digital marketing and engagement activities at UFV International
• Manage digital marketing campaigns through various channels including, but not limited to Google Ads, Bing Ads, WeChat, Facebook Business Manager, Instagram, and YouTube
• Keep the UFV International website up to date and optimize content with ongoing SEO best practices
• Develop prospective student outreach campaigns, targeted digital strategies, on-line chat strategies, and related analytics & reporting
• Understand and keep current with data privacy (FIPPA) and email marketing (CASL) legislations in BC
• Create email marketing strategies and content for marketing automation to enhance lead nurturing and international application conversion
• Create videos, clips, images, and graphics for web, social media, and digital advertising
• Create social media content and build a content calendar for on-going social media presence and student engagement
• Responsible for online international student recruitment activities
• Report on recruitment trends in the prospective international student population to develop targeted recruitment plans
• Develop and update annual BC region student recruitment activity and communication plans
• Assist and coordinate prospective student campus visits and recruitment events
• Build relationships with key contacts, partner institutions; work with high school counsellors, and pathway school coordinators to organize, and promote visits/presentations with students, on-campus recruitment activities, and related events
• Represent UFV to prospective international students, educational groups, and agents via presentations, recruitment fairs, campus tours, web and social media presence, and one-on-one interactions.
• Apply in-depth knowledge and understanding of complex requirements and admission policies, as well as knowledge of foreign credentials, international documentation and educational systems in preparing presentations and answering inquiries
• Recruit, train and supervise UFV International’s student employees hired for assistance with inquiry response, social media outreach, video production, and related recruitment activities; Produce related student employee training materials

Qualifications

• Post-secondary degree in business, marketing, or a related field
• Three (3) years related work experience in digital marketing, post-secondary marketing, agency or equivalent experience in a marketing role in a professional work environment
• Experience in multi-channel digital marketing
• Experience working with a variety of digital marketing tools and software
• A professional orientation with excellent interpersonal, written, oral and intercultural communication skills
• Effective and persuasive public presentation skills
• Ability to work independently as well as part of a team
• Proficient in MS Office, Banner (or related Student Information system) and comfortable using databases and web-based communication media, and web-editing software
• Knowledge of educational marketing strategy and strong research and reporting skills
• Proficient in the use of and regional preferences in social media; willingness to develop additional knowledge and skills
• Demonstrated knowledge of BC secondary and post-secondary system, programs and admission procedures
• Possess an understanding of, and commitment to, international students and international education
• Able to work flexible hours and travel locally or internationally as required
• Competence in language(s) other than English relevant to UFV’s international recruitment strategy