Marketing and Digital Specialist - Burnaby, BC | BCIT | | 15/08/23
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Marketing and Digital Specialist full-time

Location: Burnaby, BC
Category: Communications, Marketing , Social Media
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Who We Are

At BCIT, putting people at the core of everything we do is paramount. This idea is the foundation of BCIT’s People Vision, which describes the Institute’s goals and priorities in respect to our people. In a complex and uncertain world, it’s vital our people feel valued, supported and connected. BCIT champions a culture of innovation and global progress through people’s imagination and creativity. With a competitive compensation package, great work-life balance, and career advancement opportunities, see why we’ve earned the title of one of BC’s Top Employers for over ten years running.

Position Summary:

BCIT’s Marketing & Communications department is seeking a regular, full-time (1.0 FTE) Marketing and Digital Specialist. Reporting to the Marketing Manager, this position is key to the realization of brand and communications goals set forth in BCIT’s Strategic Plan. This includes the development and execution of leading-edge digital marketing strategies; analyzing and transforming data into optimizations that drive student recruitment and form the basis of strategic marketing plans and decisions across the institute. Drives solutions for data capture, customer journey mapping, and content strategy, providing marketing expertise to BCIT’s CRM implementation.

The work of this position impacts the Institute brand and reputation, student recruitment and retention, industry outreach, revenue generation, and operational processes. The Digital Specialist is a key contributor to the Institute’s crisis communications plan and implementation. The Specialist works closely with a varied customer portfolio in the BCIT community (including Schools, Student Services, and Administrative areas) in relation to the development and execution of highly targeted and innovative marketing communications plans, the pursuit of recruitment targets, and leveraging CRM and data to create customized digital solutions. The Specialist will develop and execute on integrated marketing plans and products that include any combination of advertising, collateral, event coordination, communications and media releases, digital and social media, referral programs and customized lists, U/X, and other tactics.

Responsible for their assigned portfolio, the Specialist implements stellar account and project management practices for a diverse range of clients and detailed projects, providing recommendations and solutions, driving projects from start to finish, building positive and collaborative relationships as the key liaison between Marketing and Communications (Marcom) and BCIT’s various schools and departments.


The Digital and Marketing Specialist develops proactive business partnerships with assigned Full-time and Flexible Learning programs and service areas to develop and execute innovative and strategic marketing and communications projects and initiatives that enhance and facilitate development and growth of BCIT’s objectives.

Account Management and Client Service:

  • Consults with various Institute stakeholders to understand their business objectives, and develops marketing and communications solutions to achieve their objectives, including Deans, Associate Deans, Program Heads, Faculty, Directors, Managers and staff.
  • Engages with external stakeholders including marketing agencies, media representatives, Industry partners, government agencies, consultants, vendors and other domestic and international organizations, to develop and implement Marketing strategies, perform negotiations and promote sponsorships or partnerships.
  • Builds and maintains relationships, plans and executes on projects with stakeholders.
  • Guides and influences stakeholders on marketing concepts, processes, innovative marketing and communications techniques to build brand affinity and drive student recruitment.
  • Manages a portfolio as a single-point of contact representing Marcom on a daily basis with their assigned stakeholders
  • Develops and leads customer journey mappings and drive flexible consulting engagement with relation to the customer’s experience on the products and services, in order to take informed actions to solve problems, provide differentiated services, and drive revenue.
  • Forms and oversees project teams with a variety of Marcom specialists. Manages project timelines and critical paths, timely and consistent communication with stakeholders, and reporting.
  • Works closely in multi-departmental groups in problem identification and resolution as it relates to often complex and confidential enrolment strategies and data, and makes recommendations on appropriate courses of action.

Digital Marketing:

  • A member of the work team responsible for Crisis Communications, helps lead and prepare crisis communications in digital channels, practicing confidentiality and discretion handling highly sensitive matter, may work directly with members of the Senior Leadership team including the President and members of the Board.
  • Develops and project manages strategy and content for paid, earned and owned digital marketing while ensuring synergy across tactics and campaigns.
  • Collaborate with agency and internal partners to develop strong, integrated campaigns and media strategies with the relevant analysis and business context to support decisions and drive brand objectives.
  • Applies best practices in CRM and customer analytics to segment our audiences and design customized campaigns, delivering optimized messages to the right audience at the right time across channels.
  • Shapes and implements an interim institute CRM program, leveraging available tools, analyzing data, mapping communications and messaging along the customer lifecycle and recruitment funnel, building effective engagement strategies.
  • Shapes and drives implementation of the enterprise CRM project’s application to marketing and communications initiatives and campaigns.
  • Provides expertise, recommendations and implementation of automations to ensure timely and relevant communications across platforms.
  • Owns and develops the Subscribe program, ensuring prospective students receive timely and customized messaging, aiding key conversions.
  • Optimizes online properties (website, landing pages, and social media channels) for SEO and U/X, maps out how digital assets will be optimized for various platforms.
  • Working closely with data contributors across the institute including Web, Institute Research and Enrolment Planning and external agencies, analyzes and assesses results for optimization of digital strategies and tactics, providing actionable insights to stakeholders.
  • Creates and executes social media strategy, aligning with the departmental digital strategy and curates content for Institute-level social media accounts.
  • Monitors digital trends, experiments with new digital tools and promotes BCIT’s digital presence.
  • Hires, trains, and manages the student blogger and influencer program.
  • Responsible for internal and external email marketing, including: creating, implementing and managing email marketing campaigns and lists; testing and reporting.
  • Develops, implements and maintains the student recruitment email strategy.


Definition: The qualifications section for this position was developed using the approved job evaluation plan, agreed to between the BCGEU and BCIT. The qualifications represent the minimum qualifications required in the future (i.e. to be reflected in job postings) and do not reflect the incumbent’s existing qualifications.


  • Bachelor’s degree in a discipline such as business administration or marketing and communications, plus specialized training courses in an appropriate discipline.
  • Current specialized training and courses in digital marketing, analytics, CRM, social media, digital advertising, search engine optimization (SEO), and project management.


  • Two years general experience plus four years practical current experience in a similar position.
  • Proven ability to deliver creative and innovative marketing solutions, from ideation to activation in market.
  • Account and project management experience.

Software/Computer Application(s) and Expertise:

  • Working knowledge of CRM tools and customer databases (such as SimplyCast, Raiser’s Edge, Banner), SEO, and Google Analytics
  • Experience with web Content Management Systems (CMS) such as Wordpress.
  • Current experience planning and writing for social media platforms, developing content calendars and reporting KPIs.
  • Solid Microsoft Office skills plus working knowledge of Banner student registration system, COGNOS reporting applications, CMS software such as Marqui / Wordpress, email marketing platforms such as Industry Mailout, and Adobe Acrobat.
  • Experience with photo / video editing software like Adobe Photoshop / Premiere is preferred but not essential.

Communication/Interpersonal Skills:

  • Proven ability to deliver creative and innovative marketing solutions, from ideation to activation in market.
  • Must have excellent oral, written, and presentation skills.
  • Proven ability to establish and maintain effective working relationships by exercising tact and diplomacy while maintaining the highest levels of customer service.
  • Exceptional understanding of CRM, acquisition strategies and tactics.
  • Working understanding of related digital disciplines such as User Experience, Content Strategy & Creation, Production, etc.

Administrative Skills (e.g. prioritizing, minute taking, wp speed, etc.):

  • Demonstrated ability to work under pressures, meet tight deadlines and effectively handle changing priorities.
  • Must possess well-developed project management, organization, and problem solving skills. Must be detailed oriented.
  • Experience with reconciling budgets.

Other Skills/Abilities:

  • Must be willing and able to take initiative on operational tasks and special projects.
  • Demonstrated experience, success and know-how of effective social media use, engagement and management.
  • Working knowledge of blogging and influencer marketing.

BCIT values diverse experiences, ideas, cultures and perspectives and is committed to fostering a diverse and inclusive workplace. As an equal opportunity employer, we encourage applications from members of all groups experiencing barriers to equity. If you require accessibility accommodations during any part of the application or hiring process, please contact so we can best support you. Please note that all applications must be submitted via the careers page portal, email applications will not be accepted.

The British Columbia Institute of Technology acknowledges that our campuses are located on the unceded traditional territories of the Coast Salish Nations of xwməθkwəy̓əm (Musqueam), Sḵwx̱wú7mesh (Squamish), and səl̓ilwətaɁɬ (Tsleil-Waututh).

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