The Manager, Program Marketing is responsible for planning, implementing and evaluating integrated marketing campaigns that attract over 20,000 enrolments annually from local and international learners. As a senior member of an in-house marketing team, the position is responsible for managing campaigns development and delivery, and providing exemplary client service to a diverse range of program units within UBC Continuing Studies.
The position is part of a nine-member team that reports to the Managing Director, Student Engagement and Marketing. The position acts on behalf of the Managing Director, Student Engagement and Marketing when she is absent. The position works in direct partnership with UBC Continuing Studies program units with accountability for achieving marketing/enrolment objectives and campaign deliverables on behalf of those program units. The position works in collaboration with program directors, program leaders and other program/support staff in a team-oriented, entrepreneurial environment
Plans, develops and implements specialized digital and print-based marketing initiatives, and associated campaign budgets.
Provides exemplary client service to UBC Continuing Studies program units as a senior member of an in-house marketing team. Mentors other marketing members on client service delivery. Collaborates with program units to define marketing requirements, identify promotional campaign objectives, and ensure a clear understanding of the target audience and the unique benefits that differentiate our offerings.
Responsible for project management of all aspects of campaign delivery. Ensures clear communication of campaign brief and logistics to marketing team members responsible for specific project deliverables. Liaises with program unit staff for content and data requirements. Prepares timing plans and budgets to execute campaigns. Analyzes and reports on campaign results to enhance decision making regarding subsequent campaign efforts.
Chairs marketing team production meetings. Manages day-to-day work flow of marketing team members to maximize productivity of operations, address competing priorities, and ensure timely and orderly completion of work. Manages work assignments and throughput of external contractors.
Upholds UBC brand standards and adherence to UBC Continuing Studies style and brand guidelines with work completed within UBC Continuing Studies and in collaboration with on-campus and off-campus program partners. Ensures compliance with industry regulations and standards (e.g., Canada's Anti-Spam Legislation (CASL) with respect to email campaigns).
Plans and executes marketing initiatives across a variety of channels, including websites, targeted email lists, advertising (print, out-of-home, display, pay-per-click, and pay-per-impression), promotional video projects and social media. Researches and recommends new online and offline marketing opportunities.
Manages UBC Continuing Studies websites in collaboration with marketing team members and program unit staff. Plans webpages, and publishes and updates information. Initiates reporting on analytics and disseminates information on webpage traffic with program units to ensure optimization for search engine traffic.
Helps foster and coordinate social media efforts within and across UBC Continuing Studies program units to achieve broader campaign goals. Participates, as required, on the UBC Continuing Studies social media governance committee and related working groups.
Leads project team and oversees production and distribution of the UBC Continuing Studies course catalogue. Liaises with program units across UBC Continuing Studies to manage effective and timely production of a complex set of course and program information, as well as student and instructor stories. Determines distribution plans.
Creates promotional copy for course descriptions, webpages, advertisements, brochures and special features (e.g., news items, interviews) or collaborates on these deliverables with other marketing team members or contractors providing these services.
Collaborates with marketing team members and UBC Public Affairs to produce and distributes press releases to generate media coverage. Monitors online and print media for current events, trends, and developments in competitors' program offerings and marketing campaigns.
Manages market research projects such as focus groups, environmental scans and competitor analyses and compiles data for use in decision making.
Manages promotional presence of UBC Continuing Studies at conferences, trade shows, special events and forums. Makes presentations at public events as needed, including regularly scheduled UBC staff orientation sessions.
Liaises with a network of marketing and communications professionals across campus to share best practices, collaborate on special projects, and stay informed of UBC brand guidelines and initiatives.
Manages the marketing award submissions for UBC Continuing Studies.
Performs other related duties as required.
The position works independently under the general direction of the Managing Director, Student Engagement and Marketing, and within the parameters of the strategic goals, policies and practices of UBC Continuing Studies. Work is reviewed for achievement of marketing objectives, adherence to budget targets, and effectiveness of client service and project management in a team-oriented environment.
Undergraduate degree in a relevant discipline. Undergraduate degree in marketing and communications or a related academic discipline. Minimum of three years experience or the equivalent combination of education and experience. Experience in an advertising agency environment a strong asset. Demonstrated commitment to exemplary client service. Demonstrated success working in an entrepreneurial, creative and fast-paced environment. Exceptionally strong digital marketing skills and project management skills. Able to deal effectively with staff at all levels, work independently, work to tight deadlines and manage competing priorities. Excellent oral and written communication, interpersonal, analytical and organizational skills. Able to strategize and tailor the message and voice of marketing copy to suit the intended audience and medium. Familiarity with database marketing principles and methodologies an asset. Able to prepare and give effective presentations. Appropriate computer experience, including word processing, spreadsheet, presentation and online content management software.