| The UC Berkeley School of Public Health is seeking an Experienced Digital Marketing Specialist to lead all marketing initiatives for the School of Public Health. This position reports directly to the Director of Online Education and will work closely with the SPH Communications Director, the various academic and professional program managers across the School. The Digital Marketing Specialist will be responsible for branding and promoting the SPH online and residential graduate programs, as well as engaging with prospective students, public health professional networks and organizations interested in the UC Berkeley SPH educational programs.
The UC Berkeley SPH online flagship program (online MPH) was the first online degree program on the Berkeley campus. It is a self-supporting graduate degree program that is fully supported by tuition and receives no campus subsidy. It has grown steadily since launching in 2012 and currently serves approximately 200 students annually. The Digital marketing officer will drive the School’s strategy to dramatically expand its online offerings and use the home grown online platform to increase access to high-quality public health education in California and globally. We envision a future in which the boundaries between online and in-person education no longer exist and where the same content, knowledge and tools are used in both settings interchangeably.
Responsibilities include: •Develop and manage a digital marketing and lead generation strategy that supports the UC Berkeley SPH and in particular the Online Education team/Division. Maximize traffic and conversion through core digital marketing tactics such as but not limited to: Paid Search, SEO, Email , mobile, social media assets including Twitter, Facebook, LinkedIn, YouTube channel. •Prepares analysis and information on online higher education trends, conducts research and identifies lead topics validating MPH. Manages the digital marketing calendar and relevant partner activities to ensure goals are achieved. •Develops and manages email strategy and campaign execution with prospective students and alumnus. •Manages key wholesale accounts (Google AdWords, BING Search and Display, LinkedIn, SalesForce, Facebook, Constant Contact, Pardot, etc.). •Supports the creation of media content and site operations to maximize visitor conversion from “information seeker” to “applicant”. •Proposes budget and recommendations for digital marketing plan to the director of online education. Executes campaign performance analysis and manages weekly and monthly reporting. •Capable of analyzing complex data sets and delivering actionable business recommendations. •Works closely with the communications director, academic operations and program leads, debriefs the team members, identifies and tests new messaging. •Attends and leads inter-functional team meetings and cross pollination with on-campus stakeholders, contributes to the annual marketing communications and strategic plans.Knowledge/Skills: •Thorough knowledge of application and use of statistics and research practices in developing marketing strategies including Google Analytics. •Thorough knowledge of the school, including its achievements, mission, vision, goals, objectives and infrastructure. •Thorough knowledge of the school's products and services. •Thorough knowledge of marketing mediums and funding sources. •Thorough knowledge of communication principles, media, and marketing techniques. •Highly developed project management skills. •Strong interpersonal communication and political acumen skills. •Strong skills in event and media activities management. •Skill in mentoring less experienced staff. •Hands-on Paid Advertising (Search and Display) campaign management experience. •Experience with digital marketing campaigns in the following digital channels a must: Search Engine Optimization, Paid Advertising (Search and Display), Social Media, Email Marketing, Community engagement and Cultivation. •Must have strong familiarity with Analytics platforms, Social Media Platforms, Marketing Automation platforms, and CRM platforms. •B2B and B2C digital marketing experience preferred and familiarity with online testing tools (Optimizely, Google Content Experiments, etc.) and Landing Page Optimization. •A passion for problem-solving, learning and educating others. •Strong written and oral communication skills. Education/Training: •A Bachelor's degree in Marketing, Engineering, Business Administration, or equivalent experience is required. This is a full-time (40 hours per week) one year contract role with full UC benefits. |
