POSITION DESCRIPTION
POSITION TITLE:
Digital Marketing Manager
CLASSIFICATION LEVEL: Bond Level 6
SCHOOL/OFFICE: Marketing & Recruitment
DATE POSITION CLASSIFIED/UPDATED: October 2015
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:
The Digital Marketing Manager will play a critical role in developing and administering the University’s digital marketing strategy. This is a key leadership position and will be responsible for driving innovation in using digital marketing channels such as the web, social media and mobile devices to communicate and promote the University.
The Digital Marketing Manager is an effective communicator and has the ability to inspire, engender collaboration and support from key stakeholders across multiple business units. The Digital Marketing Manager has the ability to communicate high-level digital marketing strategy and advice to both Senior Managers and non-technical stakeholders. They also have the ability to drive University- wide change and build relationships to ensure adoption.
The Digital Marketing Manager provides leadership at the corporate level for the University and as such will work together with the Web Team and the contributors throughout the University to manage the content on the corporate website,social media and mobile channels. This position will indirectly report to the Manager, Applications and Web Development, to ensure consistency in established direction of design and information architecture (IA), as managed by the Web Team.
The responsibility of online lead acquisition will sit with the Digital Marketing Manager including direct and digital nurture marketing. This role will be required to critically report on the performance of online lead acquisition and the conversion of online leads to applications and enrolments.
Lastly, the successful applicant will have significant experience in achieving success in web and digital related projects within large and complex organisations, preferably working in the education, government or not-for-profit sectors.
REPORTING RELATIONSHIP: This position reports to:
SELECTION CRITERIA:
• At least 5 years’ experience in digital marketing management including direct marketing. • Tertiary qualifications in the field of Marketing, with particular focus on digital channels.
• Display a high degree of leadership with a proven record of success in delivering strategic digital marketing objectives and deliverables in a corporate environment.
• Experience in developing strategic plans, communication plans, quality controls, feedback mechanisms and project schedules.
• Experience in managing budget allocations including raising Purchase Orders (PO), budget schedules and expense recording.
• Proven record in producing reports on web analytics, direct marketing, feedback surveys, social media and marketing dashboards.
• Demonstrated knowledge of data-driven marketing methods including marketing attribution methods, split-testing and user targeting.
• Experience in integrating digital marketing into multi-channel marketing campaigns, including SEM, SEO, SMA and other digital activities.
• Demonstrated experience with taking ownership and management of content within Content Management Systems (CMS)
• Demonstrated experience with integrating digital marketing opportunities with Customer Relationship Management (CRM) systems.
• Proven understanding and demonstrated marketing success in the areas of emerging channels such as Social Media and Mobile Devices.
• Demonstrated experience in leading project workgroups and managing stakeholders to develop strategies and outcomes
Digital Marketing Manager
Content Marketing Coordinator
Direct Marketing Coordinator Video Content Producer
Vice President Administration
General Manager Marketing & Communications
Director Information Technology
Services
Manager Applications and Web
• Demonstrated ability to work to deadlines, work on a variety of jobs simultaneously
• Experience in collaboratively working in teams and managing and mentoring a team of staff. • Experience in collaboratively selecting and engaging service suppliers and basic technology
procurement.
• Demonstrated high level interpersonal skills, including consultation, public speaking, stakeholder negotiation, problem solving and effective communication with staff and external vendors. • Experience in hiring and building a high-performing team.
TECHNICAL CRITERIA:
• Google Analytics, Adwords, Tag Manager, Website Optimiser, Search Console • Facebook Insights, Hootsuite & iPerceptions 4Q or similar
• Microsoft Office including Excel, Visio & Sharepoint
DESIRABLE CRITERIA:
• Experience with content management within Drupal • Experience with photography and video production • Microsoft Dynamics CRM , Microsoft Project
• Click Dimensions for Dynamics CRM or similar Email Marketing Solutions
COMPETENCY: RESPONSIBILITY: PERFORMANCE INDICATOR:
Digital Marketing Strategy
Manage corporate website content with a particular focus on Marketing, as well as faculty/office based content in collaboration with relevant stakeholders.
Ensure that the digital marketing strategy is aligned with the wider University’s technology/digital strategy. Implementation of content changes/requirements from faculty/office requests. Collaboration between digital marketing and web teams to ensure consistency in established strategies. Continuous improvement of website based on data and feedback mechanisms. Champion and manage social media
platforms for the university. Work with PR team and relevant stakeholders to ensure brand integrity and content relevance.
Establishment of management platform, development of social media governance and
continuous improvement of channel engagement. Develop a Digital Marketing Strategy
and communicate it to management and stakeholders. Includes strategies for content management, web marketing, , online lead generation,
Increase in online lead diversity and volume.
Digital Marketing Strategy shared with stakeholders,
resource and budget allocation,. including the Website Operational Committee Complement the International &
Domestic recruitment functions with options and opportunities
Integration with International & Domestic tactical plans Develop Social Media Marketing
Strategy for use by University marketing staff as required by
Marketing and Admissions, faculty and other business units.
Completion as per Marketing and Communications tactical plan
Develop Marketing Analytics Strategy including web and social media analytics, digital marketing attribution and user tracking reports.
Completion as per priority list. Contribution towards reports as delivered to the Website Operational Committee. Develop framework for digital feedback
mechanisms as required by the University. Schedule and deploy website surveys with the University Survey Manager.
Reviewed annually
Work with key stakeholders to develop and communicate strategies and plans.
Facilitate Annual Digital Strategy Workshop. Digital Marketing Online campaigns and advertising,
Search engine optimisation (SEO) in collaboration with the IT Services Web team,
Continued improvement of performance on a monthly basis.
Website content development, in accordance with the established design, IA, University website policy, and guidelines.
Negotiate and meet the needs of the marketing and
recruitment teams while ensuring alignment with the established direction of website IA and design.
Development of engaging content.
Digital marketing analytics including web traffic, social media insights and mobile device utilisation.
Continued improvement of performance on a monthly basis.
Direct Marketing Online lead acquisition and conversion. This includes web and social media.
Lead conversion to applications and enrolments.
Activity reporting and analytics. Weekly and monthly reports. Integrate digital tracking methods into
offline direct marketing activities.
Increase tracking capability. Understanding of Quality
Assurance
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.
As per Marketing and
Admissions strategic goals and PDR guidelines.
Ensure adhesion to Marketing and Communications branding and copy guidelines.
Follow approval processes as appropriate
Ensure web contributor adhesion to web governance policy, and follow QA protocol.
Understanding of Cultural Sensitivity
Staff will come into contact with staff and students from a variety of cultural
100% attendance rate of cultural sensitivity workshop.
backgrounds. It is expected that mutual respect, cultural awareness and cultural sensitivity will form the basis of for a professional working relationship. Staff are encouraged to attend a cultural sensitivity workshop to further enhance and develop cultural
awareness and cultural sensitivity skills. Technology and
Innovation
Diversification of digital activities as identified in industry research reports and internal analytics reports.
Development of reports and dissemination with marketing community
Analytics innovation including the identification of methods to attribute offline and online marketing activity to campaign performance.
Establishment of digital attribution models
Digital trend report generation including research findings and opportunities for the University for implementation. Communicate and disseminate to the wider university community.
Development of reports and dissemination with marketing community
Stakeholder consultation Develop strong relationships with all internal stakeholders to assist in optimising communication via the digital and direct channels.
Positive feedback from stakeholders
Operational Management
Mentor and assist reporting staff in-line with the PDR process.
Weekly 1:1 meetings with reporting staff
Set and ensure expectations of staff and stakeholders are met.
Consistent and proactive communication of task assignments.
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:
