Athabasca University Management Position Description Section I

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1 Athabasca University Management Position Description Section I Position Information Update Only Classification Review Position Title Position # Department Classification Level Reports to Effective Date Position Summary Briefly describe the main purpose(s) of the position Marketing and Social Media Strategist Office of Advancement Professional Level C Manager, Marketing and Social Media The Marketing and Social Media Strategist will implement the university s social media strategy, protocols, guidelines and procedures;; strengthen brand awareness; generate inbound traffic and encourage interaction in support of institutional strategies and enrolment management goals. This position is a member of the university s marketing team, and works closely with the Advancement web and student recruitment units, communications team, various departments, centres and faculties, as well as prospect, student and alumni groups to support their respective missions, ensuring consistency in voice and cultivating a social media referral network. This position is an integral part of the Advancement Office brand, and marketing team. Duties and Responsibilities Assist in the development and implement a university social media strategy, protocols, guidelines and procedures, coordinate with, advise and train stakeholders across the university in social media best practices to ensure effectiveness, minimize institutional risk and encourage adoption of relevant social media techniques into the university culture and all of AU s services. Work with the web and online development teams to identify trends and ensure social media tools are kept current. Manage social media campaigns and day-to-day social community activities with departments and faculties and across the university. Duties include: o online advocacy (reputation/brand) o social marketing campaigns (coordinate, track and launch) o online writing and blog editorial (awareness) o social community outreach initiatives (recruitment/retention/support) o promotions and social public relations

2 (engagement/brand) Analyze campaigns and translate anecdotal and/or qualitative data (analytics) into recommendations and plans for revising the social media campaigns. Manage presence in social networking sites including Facebook, Twitter, LinkedIn, Google+, Instagram and other similar community sites, posting on relevant blogs and seeding content into social applications to leverage and maximize SEO efforts. Become an advocate for the university in social media spaces, engaging in dialogues and answering and/or referring questions where appropriate. Identifying and addressing/resolving significant negative comments or areas of concern in a timely manner to minimize risk to the university s reputation. Manage a blogger outreach program and build an active brand ambassador network with the faculties, students unions and departments to spread the word about AU. Knowledge of blogging ecosystem (Wordpress) for PSE a bonus. Develop and monitor effective benchmarking tools and techniques for measuring the impact of social media programs; analyze, review, and report on the social media metrics in an effort to maximize results Regularly report on insights gained from social media monitoring to the marketing, media and web teams, to help them evolve their strategies in a timely manner. Monitor and report on trends in social media tools and applications. Assist the Manager, Marketing and Social Media with day-to-day marketing activities including campaign maintenance, meeting with programs to discuss marketing initiatives and ideas and other duties as assigned.

3 Classification Factors Communication Supervision Impact of Service or Product Independence of Action Complexity This is a senior level position and as such must possess exceptional written and verbal communication skills, as supported by a portfolio of related previous work. The incumbent must be diplomatic, self-assured and comfortable when communicating with AU faculty, staff, prospect, students and alumni groups, and external stakeholders at all levels. The incumbent is expected to manage independently, without direct supervision in all areas of responsibility, consulting with the Manager, Marketing and Social Media as well as the Director, Brand and Marketing and other senior level staff as appropriate. Working with the Manager, Marketing and Social Media, as well as the Director, Brand and Marketing this position is responsible for leading the implementation and maintenance of the university s Social Media strategy, protocols, guidelines and procedures and will have a significant impact on the brand/reputation of the university as well as related institutional strategic enrolment goals and objectives. This position is expected to manage independently in all areas of responsibility. The incumbent will have regular contact with managers, faculty and department heads, and other internal and external stakeholders, concerning matters requiring input, clarification or resolution. The incumbent will represent the university at meetings, seminars, etc., to expand professional expertise and maintain professional contacts that support assigned functions. The range and diversity of responsibilities assigned to this position result in an exceedingly high degree of complexity; he/she must have strong organizational and problem-solving skills and the ability to prioritize diverse requests within tight deadlines. The incumbent has a leadership role in developing and executing a university-wide Social Media strategy, protocols, guidelines and procedures and is also responsible for ensuring that day-to-day operational issues are effectively managed. It is imperative to keep abreast of the latest trends within the field that are in a constant state of change and understand how to incorporate social media into the annual marketing plan and assist the faculty and programs with their objectives. The incumbent must possess excellent problem solving skills, and be visionary, persuasive and a compassionate listener depending on the circumstances. Extensive knowledge of emerging trends in social media specifically in the post-secondary sector is required.

4 Planning Project management skills and the ability to show a high degree of initiative, motivation and integrity are essential for this position. The incumbent will play a leadership role in formulating and executing university social media strategies, policy and procedures that are consistent with and in support of the university strategic plans. Developing and executing social media operational and plans are important. Signatures for Section I Incumbent's Signature Supervisor's Signature

5 Section II Qualifications Includes education, experience, skills, abilities and any other special qualifications required. The qualifications relate to the position not the incumbent Education An undergraduate degree or equivalent education and experience in digital content management, marketing and/or communication. Excellent organizational and project management skills to work independently and manage complex projects. Experience Five to seven years of demonstrated experience organizing and launching social media marketing campaigns including tracking and reporting metrics, writing for online media and building editorial content, preferably in a post secondary environment. Knowledge of social media planning and practice in all areas with the proven ability to apply knowledge to meet the needs and challenges of the university. Demonstrated ability to organize and launch social media marketing campaigns, map out a social media strategy and then drive that strategy proven by testing and metrics. Negotiation skills, relationship influence and innovation abilities are assets. Required experience includes: demonstrated creativity and documented immersion in social media social media marketing development and measurement social media strategy/guideline development familiarity with standard content management systems SEO, HTML web publishing, analytics and metrics project management experience sourcing and managing content development and publishing marketing campaign creation and implementation/project management Skills and Abilities Leadership: Understands & interprets trends, addresses university issues & challenges with clarity, energy and confidence. Has the ability to adapt to new and changing situations. A progressive idea person who encourages adoption of Best Practices with the ability to develop new one in response to emerging trends. Professional: Acts as both a leader and an integral part of multiple teams. Possesses high ethical standards and an honest, open, and consistent approach to working with peers, employees, faculty, executive, and Governing Council. Management: The ability to source, manage, lead, coach and support content developers. A mentor and positive role model with the ability to initiate, motivate and delegate. Must be able to undertake and manage

6 multiple, complex projects that are outcome focused. Service Orientated: Exhibits a personal style that builds a service orientated, value-added culture. Pragmatic Decision Maker: Recognizes priorities and changing approaches. Shows common sense and intuitive judgment. Able to make operational decisions under pressure. Negotiation Skills: Is a diplomatic and effective negotiator who works systematically towards win-win solutions. Communication: Exhibits strong written, verbal and presentation skills and is an active listener. Builds trust through demonstrated objectivity and consistency. Gains commitment of staff. Intermediate knowledge of common contact relationship management (CRM) systems, Microsoft Office, and database computer programs, as well of information technology in general. Good working knowledge of Adobe Creative Suite. Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media campaigns Team player, with the confidence to take the lead and guide other departments when necessary Signatures for Sections I and II Department Head Signature Executive Officer Signature Human Resources Review

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