Digital Marketing Specialist

The successful candidate will implement a digital marketing and communications initiatives and create or implement conversion strategies to support the international student recruitment strategy. The incumbent must be a mature, creative, highly-motivated, team-oriented individual, resilient, flexible, decisive, and able to work collaboratively with a range of stakeholders. The ability to communicate persuasively, both orally and in writing, through a lens of diversity and inclusion with other staff and the public is vital.

A clear understanding of regional prospective student audiences, coupled with knowledge of student recruitment marketing, is essential.

Candidate must be qualified in various multi-media and social media applications, including Microsoft Office, Adobe Creative Cloud, a variety of social media platforms (Facebook, Instagram, YouTube, etc.), use of Google Ads and digital marketing-related software. A background in editing and publishing video and audio content is a definite advantage when creating and producing digital materials.

Duties and Responsibilities

Implement IC digital media strategies

· Build and execute local digital media strategy through competitive research, platform determination, messaging, and audience identification

· Monitor and evaluate new digital tools and platforms and make recommendations on creative digital strategies that will enhance the institution’s brand in the regional market

· Collaborate with the Marketing and communications team on content presented on regional social media

· Maintain a regional social media account

· Ensures branding and communications guidelines are followed at all times and all digital materials comply with legal and ethical standards

· Create and manage the digital content for regional social media platforms in paid and organic campaigns

· Establish measurable benchmarks for social platforms; track campaign data weekly, monthly and quarterly; optimize campaigns based on ongoing results, and provide digital market insights to inform and improve recruitment strategies

· Ongoing copywriting, editing, and producing content for digital marketing and recruitment campaigns for the regional market

· Establish a cooperative working relationship with local international media

· Create and implement social media editorial calendar, and publish content as outlined in the calendar

· Under the guidance of the supervisor, tracks and responds to positive and negative online feedback; collects and summarizes feedback for the constructive reputation management of College

Marketing

· Collaborate with the IC Marketing Specialist and Team Lead, Student International Recruitment and Partnership Development to develop, implement, and manage a comprehensive regional digital marketing plan and strategies to ensure the institution attracts qualified international applicants

· Identify target markets and market segmentation in collaboration with the recruitment team

· Develop program-specific strategies for the regional market in collaboration with the recruitment team

Promotions and Advertising

· Develop, implement and manage promotion and advertising plans for the regional market within provided budget in collaboration with the Team Leads

· Evaluate target markets and positioning to ensure an accurate advertising plan is in alignment with the overall recruitment, marketing, and communications plans/strategies

· Coordinate advertising plan with other agencies/external partners and create advertising materials

· Utilize local traditional media, including radio, television, and digital billboards when needed

· Evaluate and analyze the effectiveness of social/digital media campaigns and produce monthly reports to their team lead

External Collaboration and Coordination

· Create and manage email drip strategy including schedules, content creation, landing pages, A/B testing, calls-to-action (CTAs), and lead management

· Work in collaboration with regional recruitment teams to implement country-specific digital marketing activities (e.g., virtual events, webinars, targeted digital ad campaigns for lead generation, building brand value, and establishing institutions as a preferred choice by channeling leads into conversion)

· Other duties as required by the IC leadership team

Qualifications:

· A minimum of a bachelor’s degree.

· 3 to 5 years of experience in the marketing and communications sector

· Advanced knowledge in the use of social media platforms for educational purposes and knowledge of the Canadian education system

· Knowledge of student recruitment marketing

· Graphic Design and/or Digital/Social Media Marketing certificate/diploma is an asset

· Working knowledge of Adobe Creative Cloud (especially Adobe Photoshop, Adobe Illustrator, Adobe InDesign), Canva, Hootsuite, MailChimp, and social media platforms is an asset

· Ability to produce and interpret Google Analytics Reports

· Knowledge of how to create paid advertising campaigns through popular regional social media platforms & Google Ads

· Knowledge of SEO (search engine optimization) is an asset

· Writing and content creations experience is preferred

· Problem-solving skills, strong communication (written & oral English), intercultural and interpersonal skills

· Ability to work under minimal supervision in a flexible, changing, multicultural environment

· Working knowledge of international privacy regulations related to digital marketing and communications