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CORE JOB SUMMARY
This Assistant Director, Communications position is responsible for aiding in the development and implementation of digital marketing and communications efforts at Miami Herbert Business School. This includes developing an overall marketing strategy, making recommendations to custom campaigns, supporting the School's leadership campaigns, implementing strategies, and tracking results. This position is responsible for content, engagement, and strategic planning across all social media platforms. Additionally, this position will be responsible for the continuous technical, creative, and content management of the School's largest digital asset - the newly redeveloped Miami Herbert website. The position reports directly to the Director of Communications and Digital Engagement.
This position is expected to help lead and coordinate full-funnel integrated marketing programs with the goal of increasing brand awareness and generating organic engagement. Further, the position serves as liaison to key external agencies to further the University's marketing objectives.
CORE JOB FUNCTIONS
* These lists of duties and responsibilities are not intended to be all-inclusive and may be expanded to include other duties or responsibilities as necessary.
Related to developing and implementing digital marketing and communications efforts, this position's duties include but are not limited to:
Design and production of digital content, including copy, visual assets, hashtags, and other trending content.
Production management of multimedia elements.
Development of systems and processes to ensure brand consistency throughout the business development process.
Management of external partnerships to increase brand visibility and networking opportunities with potential clients.
Compliments the marketing, sales, and recruitment teams.
Builds and supports ongoing media and web experience, best practice optimization, and collaboration processes.
Identifies and helps to develop strategic relationships with digital partners.
Reviews and analyzes the results of past campaigns and develops new initiatives.
Assists in the development of quarterly projects, annual projects, and long-range plans.
Identifies and advises the Director of Communications and Digital Engagement on market trends and competitive information.
Establishes and continuously assesses the effectiveness of the internal controls within the unit and compliance with University policies and procedures.
Ensures department employees are trained on controls within the function and on University policy and procedures.
Produces a stream of new initiatives and ideas that support the strategic branding of the School and its mission.
Creates and implements effective timelines for project deadlines and rollout campaigns for major announcements.
Related to content, engagement, and strategic planning across all social media platforms, this position's duties include but are not limited to:
Designs social media strategies to achieve marketing targets.
Manages, creates and publishes original, high-quality content.
Administers all School social media accounts ensuring up-to-date content.
Liaises with writers and designers to ensure content is informative and appealing.
Collaborates with Marketing and Product development teams to create social 'buzz' regarding campaign initiatives and School related news.
Facilitates client-company communication (respond to queries, get reviews and organize chats and Q&A sessions).
Prepares systematic reports on web traffic and ROI.
Monitors SEO and user engagement and suggests content optimization.
Communicates with industry professionals via social media to create a strong network.
Trains internal teams to integrate and maintains a cohesive social media strategy.
Stays up-to-date with new digital technologies and social media best practices.
Related to continuous technical, creative, and content management of the School's newly redeveloped website, this position's duties include but are not limited to:
Plans, implements, manages, monitors and upgrades the organization's website.
Serves as consultant to department chairs, faculty members, and staff leaders in updating specific webpages or creating new ones.
Conducts content audits at the beginning of every semester.
Connects with Subject Matter Experts regarding findings of content audits and ensure the consistent development of information.
Works in collaboration with the Webmaster to respond to and troubleshoot all website issues.
Conducst content audits to eliminate redundant and/or duplicate information.
Creates appropriate website content aligned to the organization's strategy.
Ensures website quality and efficiency by conducting regular test plans.
Improves the User Experience of the website regularly.
Collaborates with all staff and faculty to ensure that the website aligns with brand strategy and meets the organization's standards.
Keeps up-to-date with industry best practice and monitor competitor websites.
Bachelor's degree in Communications, Marketing or related field required. Master's degree preferred.
Any appropriate combination of relevant education and/or work experience may be considered.
Minimum 5 years of relevant experience.
Knowledge, Skills, and Attitudes:
Extensive knowledge of marketing, brand, and content strategy.
Experience using Salesforce (or other CRM) and marketing automation software to develop, implement, and assess marketing campaigns.
Excellent communication and organizational skills, with strong attention to detail/accuracy, with the ability to identify and set priorities.
Collaborative approach but able to work independently. Able to work effectively with staff, students, faculty, vendors, and a range of stakeholders.
Experience in gathering content (via interviews, focus groups) and curating content for all channels, including print, email, social media, video, and web.
Proficient in Adobe Creative Suite and Microsoft Office.
W o rks we ll unde r de a d li n e wh ile m a n agi n g s e v e ral p r o j e cts si m u lta neou sly. Able to r epo rt p r o gr e ss a n d stat u s o f p r o j e cts a t e x pe ct e d ti m e to r e l e v an t st a ff m e m be rs.
Knowledge of business and management principles.
Knowledge of industry trends.
Ability to direct, manage, implement, and evaluate department operations.
Ability to establish department goals and objectives that support the strategic plan.
Ability to effectively plan, delegate, and/or supervise the work of others.
Ability to lead, motivate, develop, and train others.
Department Specific Functions:
Reporting to the Director of Communications and Digital Engagement, this position develops, executes, and assesses marketing strategies and content that align with the Division's goals to attract, engage, and enroll prospective students. The position is responsible for managing and executing effective advertising and communication strategies that achieve enrollment goals, including the development of marketing plans and a media budget. Manages marketing staff members and student workers. (Note: Marketing staff currently not yet identified/formed).
Primary Duties and Responsibilities:
Works with the marketing team, program staff, instructors, and alumni to execute marketing strategies and campaigns aligned to enrollment goals that feature academic programs and highlight career opportunities and alumni outcomes to prospective students in local, national, and global markets.
With intentionality, identifies ways to increase brand awareness, promotes programs, and drives prospects to conversions.
This position utilizes digital marketing effectively to communicate through appropriate technology platforms. The incumbent translates business goals into effective marketing campaigns.
Uses insights, CRM, and other performance tracking tools to analyze, measure, and report on marketing campaigns' success against key performance indicators (KPIs.).
Ensures that marketing efforts have generated awareness, interest, and enrollment and makes future strategy and content recommendations based on findings.
Manages external agencies and partners; oversees execution and delivery of digital deliverables, including, but not limited to website management, social media, digital media production, content development, collateral development, video, and graphic design. Plans effective use of marketing resources and staff in support of these efforts.
Manages the online content, redesign, and migration of the organization's websites to ensure it is dynamic, accurate, up-to-date, and in line with branding, design, and editorial standards.
Collaborates with departmental leadership and key contacts throughout the department to review content on an ongoing basis and assures internal and external user experience needs are met through timely communications.
Acts as the primary liaison between the respective School's units and the marketing department by ensuring that the School's marketing and communication needs are met within the context of the overall University brand and marketing standards.
Participates in departmental and campus-wide social media committees.
Enhances the School's visibility through coordinating and participating in special community events such as webinars, exhibits, and presentations.
Plans, writes, edits, produces, and disseminates various marketing communications materials, including news and features, press releases, copy for radio, copy for emails, websites, social media, and copy for brochures and other marketing materials.
Builds and enhances the websites and social media presence of each Miami Herbert program in accordance with best practices and alignment with strategic marketing goals; ensures websites are kept up to date and relevant to target audiences.
Plans, manages, and coordinates social media activities, including creating, scheduling, monitoring posts, and updates, and engaging with and responding to social media audiences.
Assists with the scripting and development of video content, including department or program-specific videos for web or social media.
Manages and tracks marketing advertising and production budgets.
Supervises a team of students in creating authentic student-led content.
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