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Digital Marketing Strategy and Planning
1. Develop and implement the University’s digital marketing strategy and annual plans in alignment with
institutional priorities and the overall marketing strategy.
2. Translate marketing and institutional priorities into integrated digital channel strategies, campaigns,
initiatives, and measurable objectives.
3. Establish digital marketing KPIs, budgets, priorities, and implementation plans, and monitor progress against agreed targets.
4. Identify emerging digital platforms, technologies, audience behaviors, and market trends, and recommend opportunities to strengthen the University’s digital presence and competitiveness.
Digital Channels and Social Media Management
5. Lead the strategic management of the University’s official digital channels, including social media and other relevant platforms, ensuring alignment with the University’s brand and communication objectives.
6. Establish channel strategies, audience priorities, content approaches, and performance objectives, ensuring an effective balance of institutional, engagement, always-on, and campaign-led content.
7. Oversee social media planning, community engagement, and audience development, ensuring appropriate and timely interaction with digital audiences.
8. Establish and maintain governance, standards, and processes for university-wide digital channel management, ensuring consistency, quality, and appropriate use of official platforms.
Website and Digital Experience
9. Lead the strategic management and continuous development of the University’s website and key digital touchpoints.
10. Oversee website structure, content, functionality, navigation, and user journeys to ensure an effective experience for prospective students and other priority audiences.
11. Collaborate with IT, content owners, and external development partners on website enhancements, technical requirements, development projects, and digital solutions.
12. Oversee website content governance, ensuring information is accurate, current, accessible and appropriately managed.
13. Drive the development and optimization of campaign landing pages and other digital experiences supporting marketing and student recruitment objectives.
Digital Campaigns, SEO and Performance Marketing
14. Lead the digital implementation of campaigns supporting student recruitment, institutional priorities and integrated marketing initiatives.
15. Oversee paid digital media activities, audience targeting, channel selection, campaign budgets, and performance optimization.
16. Ensure effective implementation of SEO and SEM strategies to improve the University’s digital discoverability and visibility of priority programs and content.
17. Establish appropriate campaign tracking and measurement, and use performance insights to optimize digital investment and achieve agreed objectives.
18. Work closely with the Head of Marketing and Communications and relevant stakeholders to translate integrated campaign requirements into effective digital executions.
Analytics, Insights and Continuous Optimization
19. Establish and maintain a digital marketing measurement framework covering website, social media, search, and digital campaign performance.
20. Monitor digital performance, audience behavior, engagement, conversion, and return on digital investment, identifying trends, opportunities, and areas requiring improvement.
21. Develop regular dashboards and management reports presenting digital performance, insights and recommended actions.
22. Use data, audience insights, and market intelligence to inform channel strategies, content decisions, campaign optimization, and resource allocation.
23. Benchmark the University’s digital performance against relevant higher education institutions, market standards and emerging digital practices.
Stakeholder, Agency and Resource Management
24. Work closely with Marketing and Communications, Creative and Brand Development, Admissions, IT, colleges and other University stakeholders to ensure coordinated digital marketing activities and effective delivery of digital requirements.
25. Provide expert digital marketing advice and recommendations to internal stakeholders and promote a coordinated University-wide approach to digital channels and platforms.
26. Manage relationships with digital marketing, media, web development and technology agencies and suppliers, ensuring clear briefs, agreed deliverables and effective performance.
27. Manage the Section’s approved budget and resources, ensuring effective allocation and utilization in accordance with priorities and expected outcomes.
Team Leadership and Section Management
28. Lead and manage the Digital Marketing Section, establishing clear objectives, priorities, responsibilities and performance expectations.
29. Build team capability across digital marketing, social media, website management, digital campaigns, SEO/SEM, analytics and digital experience.
30. Allocate resources and prioritize workloads in accordance with institutional and marketing requirements.
31. Foster a culture of collaboration, innovation, accountability, data-driven decision-making and continuous improvement.
32. Ensure the effective implementation of Section policies, processes, standards and governance requirements.
33. Perform any other strategic or operational duties as assigned by the Line Manager, ensuring alignment with the department’s objectives and the University’s broader institutional priorities.
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