In accordance with the Mission, Vision and Values, and strategic directions of Provincial Health Services Authority patient safety is a priority and a responsibility shared by everyone at PHSA, and as such, the requirement to continuously improve quality and safety is inherent in all aspects of this position.

Reporting to the Leader, Screening Promotions and as a member of the Screening Promotions team, the Promotion Specialist, Web and Social Media is responsible for creating and implementing interactive strategies and solutions to promote BCCA’s cancer screening programs to eligible populations. The Promotion Specialist will promote screening to eligible populations and drive visitor traffic to BCCA screening websites by utilizing a variety of techniques such as social media promotion, search engine optimization, and online and traditional marketing methods such as print advertising and social media campaigns. The Promotion Specialist will be responsible for identifying cancer screening-focused public relations opportunities, building strong relationships with specific groups or communities to create grass root promotion efforts, and will play a pivotal role in developing strategic partnerships with organizations to leverage screening promotions activities. In consultation with program leadership, the Promotion Specialist will provide expertise and guidance to internal customers across Screening Programs to incorporate best practices in interactive marketing and will drive continuous improvement across Screening Program initiatives.

This role is responsible for web performance measurement, report development and the interpretation and translation of data into actionable enhancement recommendations for interactive assets and initiatives. The Promotion Specialist also researches and evaluates potential new tools and resources that will assist in achieving BCCA’s Screening Program’s business goal of increasing participation rates in provincial cancer screening programs.   In conjunction with the Promotions team, the Promotion Specialist will ensure Screening Program communications are high quality, consistent and facilitate change while maintaining relationships among internal and external stakeholders.

Duties/Accountabilities:

• Provides expertise and guidance to internal stakeholders and collaborates with program leadership to create and implement interactive marketing strategies and tactics to promote BCCA’s cancer screening programs to eligible populations.
• Identifies cancer screening-focused public relations opportunities, builds strong relationships with specific groups or communities to create grass root promotion efforts, and plays a pivotal role in developing strategic partnerships with organizations to leverage screening promotions activities.
• Builds and maintains a reader base for all screening program engagement channels (newsletters, Facebook groups, twitter, etc.) and monitors usage.
• Researches new web technologies and social media outlets such as blogs, Twitter and Facebook and makes recommendations pertaining to marketing strategies. Creates and maintains other social media sites and content as deemed appropriate.
• Monitors, interprets and reports interactive performance metrics on websites, landing pages, portals, mobile apps and social media tools and provides recommendations for improvements and refinements while spearheading their implementation.
• Reviews and analyzes web trend reports and participation statistics to ensure search engine optimization and pay-per-click search engine marketing initiatives are effective and optimize screening program web performance and interactive marketing spend. Provides leader with recommendations on changes required.
• Maintains abreast of online best practices and monitors other industry, Canadian and international screening promotions activities and interactive capabilities.
• Researches and evaluates potential new vendors for online capabilities that enhance user experience/engagement and provide cost-efficiencies and performance. Provides recommendations and assists the Leader in the development of business cases and ROI analyses for interactive initiatives and investments.
• Tracks marketing activities and generates reports detailing effectiveness of each marketing campaign.
• Sets appropriate deadlines for completion of projects, updates schedules to accommodate priorities and keeps Leader apprised of project status. Follows up with vendors to ensure projects are on time and on budget.

Qualifications:

A level of education, training and experience equivalent to an undergraduate degree in a relevant discipline such as Business Administration, Public Relations or Communications and a minimum of five years of experience in a communications or marketing role implementing, evaluating and enhancing interactive marketing initiatives including two years’ experience in search engine marketing efforts, web analytics tools such as Web Trends and Google Analytics and experience using content management tools and publishing online content.

Knowledge of current Internet and interactive marketing trends and technologies. Strong critical thinking and analysis skills.  Excellent interpersonal and communications skills (verbal and written) and the ability to create compelling publications. Demonstrated skill and proficiency in organizational electronic communication technology, desktop publishing and web-based technology practices. Ability to handle highly confidential and sensitive issues with skill, tact and diplomacy. Excellent decision making skills. Ability to work independently and as part of a team. Ability to prioritize workload including the flexibility to reprioritize quickly to meet changing priorities. Ability to work under time pressure to meet deadlines and assist others to meet deadlines. Ability to work effectively and diplomatically with a wide variety of internal and external stakeholders. Strong organizational skills. Ability to use related equipment including project management, word processing and spreadsheet software at an advanced level. Strong project management skills.