Senior Director, Digital Communications
Job no: 499282
College / VP Area: Communication & Marketing
Work type: Staff
Categories: Communications & Public Relations, Full Time
PAY GRADE: 33E
CONTEXT OF THE JOB:
The Office of Communications & Marketing (OCM) has a University-wide responsibility for communications with faculty, staff and students, for providing media relations expertise to all segments of the campus and for delivering the University's message to the general public, alumni and other special constituent groups beyond the campus, including print, broadcast, social and digital media. OCM serves as the major dissemination point for information about the University.
Under the direction of the Vice President of OCM, the Sr Director, Digital Communications is primarily responsible for leading the overall strategy for the University of Delaware's main digital platforms - the main external-facing website, @UDelaware social media accounts, paid social media marketing, email marketing and the Uconnect app. This role relies heavily on content specialists throughout the organization and leads the translation of such content into strategic plans for the main digital platforms by repurposing, amplifying, building and delivering interactive, multimedia-driven content. This responsibility also encompasses careful coordination of user experience, digital design, web development and production across platforms.
The Sr Director, Digital Communications leads the day-to-day management of the University of Delaware's social media presence, including the oversight of UD's main social media accounts, which reach an audience upwards of 500,000 followers monthly. Responsibilities include setting brand standards for digital storytelling of multimedia marketing integration to ensure the campus community presents content, such as video, animation, photo, etc., consistently within the brand experience to advance University goals. As Sr Director, this role requires ability to make informed decisions with autonomous leadership and collaborative professionalism.
The Sr Director, Digital Communications, develops digital content strategies; coordinating comprehensive digital content plans across channels with units across campus; creating, monitoring, and analyzing multimedia marketing campaigns - both paid and organic - to support the University's mission; and monitoring of all relevant social media chatter to advise and leading the social media management with potential public relations issues.
The Sr Director, Digital Communications also has supervisory responsibilities, including oversight of the Social Media Specialist and Digital Communications Specialist coordinating for digital brand storytelling, bridging online/offline experiences, homepage content strategy, social media coverage, strategy, development, and execution. In addition, the director supervises web development, app project management and user-experience competencies within OCM.
As a senior member of the OCM leadership team, the individual in this role will heavily engage with OCM peers in setting strategy and advising on crisis response. The senior director should also be responsible for an active program of campus wide engagement and development of best practices with staff across the University who are responsible for social content. Cross-training among the social media team and colleagues in media relations, public safety, and student life will be necessary to help to ensure a coordinated approach.
- Develop multimedia communication concepts from ideation (storyboarding) to execution and delivery of final product (asset) to feedback gathering for process and content improvement.
- Use research and analytics to guide University brand content strategy.
- Develop standards and best practices and workflows for creation, management, maintenance, and governance of digital content.
- Oversee UD’s presence in Adobe Experience Manager - the University’s preferred content management system that includes 100+ users.
- Research emerging digital storytelling trends and platforms and evaluate how to implement at the University.
- Serve as a member of the crisis management team-assisting with social media management and communication. Develop strategies and communications to proactively manage areas at risk of the crisis as well as reactive messaging to use as needed.
- Set standards and provide guidance to all administrative units, colleges, and professionals within OCM regarding creation of multimedia content strategies in-line with the University's target audiences by platform and in accordance with relevant policies. Drive and manage necessary approvals through the Office of Communications and Marketing.
- Lead the management of the University's presence on social media platforms including, but not limited to, Facebook, Twitter, YouTube, Snapchat, LinkedIn, Pinterest, Instagram and TikTok. Oversee and develop social media workshops for employees.
- Oversee the Campus-wide Social Media Group, which consists of 100+ employees representing the University of Delaware on any social media account. Review and approve, as appropriate with the unit's communication liaison, all new account requests, provide training to social media account admins on-campus and see that UD branding standards and social media best practices are adhered to by all accounts.
- Develop unique content and strategies for digital outlets, including executing contests, campaigns, offline/online brand experiences, trivia and polls.
- Develop, manage and execute on OCM’s paid social media marketing budget in conjunction with Admissions and other relevant units.
- Monitor UD social media accounts, compiling weekly, monthly and quarterly reports on metrics for profiles and developing best practices and future strategies as well as providing other multimedia specialists, digital content specialists and social media managers on-campus with training to produce their own reports, thus ensuring accountability for account review annually.
- Manage the 130+ students participating in the Social Media Ambassadors program; restructuring the program as needed to meet goals; assigning projects to students as well as coverage for stories and events; developing and filtering content; and leading and coordinating monthly meetings and training sessions as well as working with the Multimedia Specialist and Digital Content Specialist to organize volunteers for events, such as Athletics events, Commencement, Homecoming, Alumni Weekend and other activities utilizing central social media accounts.
- Create social media campaigns and work with units across campus to integrate social media and online/offline brand experiences into existing events, e.g., New Student Orientation and 1743 Welcome Days, Homecoming, Commencement, Alumni Weekend.
- Lead, coordinate and, often, staff OCM sponsored social media events.
- Research emerging digital and multimedia platforms to develop strategies and best practices for implementation University-wide.
- Ensure that all materials meet established University standards of appearance, content, and style.
- Prepare, edit, format, and write online pieces that relate to digital content curation, including articles, UDaily stories, press releases and announcements.
- Act as an advisor to the media relations team - leading an integrated strategy for multimedia, such as b-roll and special multimedia packages, promoting the University's work to influence online dialogue, and handling customer-service related inquiries and routing appropriately, as needed.
- Lead or assist with special projects coordinated by the Office of Communications and Marketing, as needed.
- Serve as liaison to the Office of the General Counsel to ensure adherence to necessary laws.
- Perform other job-related duties as assigned.
- Bachelor's degree in English, journalism, communications, marketing or related field and five years of related experience, or equivalent combination of education and experience.
- Experience in digital/social media management with supervisory responsibilities.
- Writing and editing experience as well as effective web authoring skills and familiarity with a wide range of web 2.0 applications.
- Knowledge and familiarity with online communications vehicles, including e-mail, web communications, social media.
- Experience developing and executing social media outreach strategies to drive external audience engagement.
- Proficient in developing multimedia storytelling packages with preferred skills in video production and editing with iMovie and Final Cut Pro 10.
- Photography and digital photo editing experience preferred.
- Experience working with nonprofit communications, especially advancement communications preferred.
- Ability to evaluate and edit the content, structure, and format of a range of written material.
- Knowledge of editorial and ethical standards for the research and development of journalistic articles and/or presentations.
- Experience managing employees, coordinating across units with various employees and motivating interns, volunteers and/or students.
- Collaboration skills to work effectively with others on problem-solving and provide thought leadership in the digital/social media space to effectively advance projects and programs.
- Ability to handle multiple projects simultaneously.
- Ability to work well under tight deadlines with crisis response experience.
Notice of Non-Discrimination, Equal Opportunity and Affirmative Action
The University of Delaware does not discriminate against any person on the basis of race, color, national origin, sex, gender identity or expression, sexual orientation, genetic information, marital status, disability, religion, age, veteran status or any other characteristic protected by applicable law in its employment, educational programs and activities, admissions policies, and scholarship and loan programs as required by Title IX of the Educational Amendments of 1972, the Americans with Disabilities Act of 1990, Section 504 of the Rehabilitation Act of 1973, Title VII of the Civil Rights Act of 1964, and other applicable statutes and University policies. The University of Delaware also prohibits unlawful harassment including sexual harassment and sexual violence.
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