The Office of Marketing and Communications is tasked with strategically sharing Santa Clara University stories throughout popular media, increasing the university's visibility, enhancing its reputation, and demonstrating its unique value among our key audiences.
Reporting to the Executive Director, Creative Strategy, the Director, Social and Emerging Strategy, supports the university's strategic plan and marketing and communications objectives by maximizing positive coverage via social media channels, and will lead the creation, assessment, and strategic direction of social media activities. This position will be responsible for content development, idea generation, and strategic planning to achieve institutional marketing goals.
The Director will lead the team responsible for building and maintaining SCU's brand in the digital space by driving exposure, influence, and engagement in all forms of social media. S/he will drive the planning and execution of the university's social media strategy, including setting guidelines and parameters for the use of social media across the university.
|Essential Duties and Responsibilities|
1. Develop and implement a comprehensive social and emerging media strategy for SCU including short-term and long-term plans and goals.
2. Implement Social Media campaigns and strategies which include but are not limited to: research, campaign and content creation, execution, monitoring and reporting.
3. Build and manage SCU's social media profiles and presence on Facebook, Twitter, Instagram, Pinterest, YouTube, and Snapchat.
4. Plan, create and implement shareable content appropriate for specific networks to spread SCU's brand, content and links.
5. Work across campus to create and execute a data-driven social media strategy that collaborates with marketing, communications and fundraising campaigns.
6. Continue to refine and define SCU's social marketing process.
7. Use social media to drive awareness of and attention to events, speeches and other SCU activities and initiatives.
8. Provide content strategy plans for new social media properties.
9. Create engaging and professional visuals that reflect the brand, develop supporting content, ad copy, creative and targeting.
10. Analyze and report social media actions on a monthly basis for successes and make recommendations for new opportunities.
11. Manage online reputation by monitoring news on social media (including criticism of SCU) and provide assistance in addressing the problem(s).
12. Listen and engage in relevant social discussion about the university and its competitors from existing customers and new audiences.
13. Engage in regular social promotions and campaigns and track their success, ranging from Twitter chats, to Google+ hangouts. Advance University Relations' objectives through compelling social media campaigns, such as Day of Giving and Grand Reunion.
14. Monitor impact of social media by tracking metrics and analyzing effectiveness of campaigns in an effort to maximize results.
15. Research top influencers, competitors, and trends.
16. Collaborate with other campus marketers and content producers to help distribute content that educates and entertains SCU's audiences.
17. Explore new ways that social networks can reach SCU's audiences.
18. Document all research and findings building institutional knowledge to unlock new opportunities for growth and ways to operate more effectively.
19. Stay current with social media trends and tools includes attending networking and educational events, reading blogs, and listening to podcasts.
20. Maintain editorial calendar for key social media initiatives and provide fresh and engaging content on a daily basis. Develop a rolling 6-9 month calendar for digital initiatives.
21. Seek out problems and experiment with the best approach to solve them and get solutions implemented.
22. Proactively solicit information from faculty and staff on university accomplishments, research and trends. Develop in-depth knowledge of university programs.
23. Work collaboratively and use focus and discretion in a high-pressure, fast-paced, deadline-driven, team-oriented environment.
24. Other duties as assigned.
|Provides Work Direction|
Supervise Social and Emerging Strategy staff and students.
The diversity of workload requires leadership, flexibility, confidence, efficiency, and attention to detail, accuracy, and the ability to prioritize tasks and meet deadlines for a wide variety of assignments. This position requires tact, diplomacy and a high level of confidentiality in dealing with members of the university community and media representatives.
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The items below are representative of the knowledge, skills, abilities, education, and experience required or preferred.
The physical demands described below are representative of those that must be met by an employee to successfully perform the essential functions of this job. In accordance with the Americans with Disabilities Act, as amended, the California Fair Employment & Housing Act, and all other applicable laws, SCU provides reasonable accommodations for qualified persons with disabilities. A qualified individual is a person who meets skill, experience, education, or other requirements of the position, and who can perform the essential functions of the position with or without reasonable accommodation. Considerable time is spent at a desk using a computer terminal.
May be required to travel to other buildings on the campus.
May be required to attend conference and training sessions within Bay Area or in- or out-of-state locations.
May be required to occasionally travel to outside customers, vendors or suppliers
May at times require physical labor.
Will have occasional evening and weekend responsibilities for assistance with media and the university's emergency communication needs.
Meeting with external constituents at off-campus locations including other offices, restaurants, and other private and public venues.
The work environment characteristics described below are representative of those an employee encounters while performing the essential functions of this job. Typical office environment
Mostly indoor office environment
Offices with equipment noise
|Knowledge|| Understanding and appreciation of the vision and values of a Jesuit Catholic educational mission.|
Knowledge of higher education marketing and communication practices.
Advanced knowledge and understanding of social media platforms and how they can be deployed in different scenarios.
Knowledge of social fundraising campaigns.
Demonstrated experience in handling complex communications challenges, with strong communication skills.
Understanding of technology as a means to achieve business results.
Strong customer service orientation and commitment to deliver innovative, high-quality stories that gain positive results via social media channels.
|Skills|| Outstanding interpersonal skills and the ability to represent University Relations at a |
high level with media partners, executive leadership and the university community.
Exemplary oral and written communication skills.
Excellent computer skills including digital image and video manipulation and web-based research.
A working knowledge of HTML.
Organizational and project management skills and an innovative approach to
Must be goal-oriented and a self-motivated individual who can demonstrate accountability, initiative, creativity and focus in a rapidly changing and intellectually stimulating environment.
Demonstrate sound judgment in situations requiring independent decision-making and in handling confidential and sensitive material.
Results-oriented, enthusiastic, resourceful, creative, with a can-do attitude.
Excellent branding and communications skills to connect and engage with SCU key audiences.
|Abilities|| Demonstrate initiative and creativity to consistently generate new ideas and develop strong, relevant social content.|
Ability to assess social media activities and performance, identify strategic opportunities, and develop effective programs to advance departmental and institutional objectives.
Ability to contribute to a collaborative, ethical, and professional team environment.
Demonstrated sound judgment in situations requiring independent decision-making and in handling highly confidential and sensitive material.
Ability to manage time and workload to multitask and achieve goals in a deadline-driven environment while maintaining strong attention to detail, on an on-going basis.
Ability to take initiative, present options, and anticipate outcomes; to work with both urgency and calm; the ability to juggle multiple projects simultaneously; flexibility.
Willingness to occasionally work during nonstandard business hours.
|Education and/or Experience|| Bachelor's degree. A degree in marketing and/or communications is a plus. |
Minimum of 8-10 years' prior work experience in marketing, advertising and community management preferred.
Minimum of 5-7 years of progressive inline marketing and social media experience.