Assistant Director, Digital Marketing

Overview

Title: Assistant Director, Digital Marketing

Schedule: full time, hybrid (in office Tuesday-Thursday at Mission Bay campus)

Summary:

The Assistant Director, Digital Marketing, is an insights-driven communicator who works across the Office of Communications (OC) to develop strategies and tools that enable the identification, cultivation and engagement of new audiences as well as maintaining an existing community of supporters and advocates for University.

As a member of the Brand Strategy team, reporting to the Senior Director of Brand and Marketing, this position creates engagement strategies that incorporate a deep understanding of institutional objectives, target persona, and best-in-class marketing practices across multiple touchpoints, including social media, email, web, digital advertising and other channels. This role works across the enterprise to define “paid” programs and opportunities that support key UCSF priorities and editorial strategy. They also have an expertise in social media, overseeing enterprise-wide social media strategy, and helping to develop, maintain and support adherence to policies and best practices to guide UCSF’s many sub-brand accounts.

Responsibilities:

• Develop strong understanding of UCSF’s both current and potential key audiences through market research and analytics

• Play key role in planning and execution of “paid” and organic marketing strategies that support Office of Communications goals

• Research, initiate and test inventive ways to engage diverse audiences in UCSF stories, join and lead national conversations on UCSF’s areas of excellence, and influence positive industry and media interactions with the University

• Assess and initiate ways to expand UCSF’s audience cultivation. Efforts could include (but are not limited to) developing evergreen marketing content, growing a community management program, building a social media calendar, determining UCSF.edu homepage hero needs, etc.

• Lead the monitoring, measurement and reporting of key engagement efforts, making recommendations for continuous learnings and optimization as needed

• Build and manage partnerships with internal groups to deepen engagement with internal audiences and ensure alignment with brand and content strategy

• Stay abreast of the latest interactive marketing trends and best practices

• Work closely with UCSF Health Marketing as well as Brand Strategy initiated research to keep finger on the pulse of UCSF amongst key demographics

• Be trusted sounding board who actively contributes to Enterprise Marketing, Brand Strategy and Office of Communications discussions and working sessions

• Mentor the Social Media Manager (SMM)

• With SMM, define the strategy, roadmap and success metrics for UCSF’s flagship Facebook, Twitter, Instagram, LinkedIn, TikTok, and other accounts that align to the department’s goals and priorities.

• With SMM, maintain a robust social media content calendar integrated with the digital editorial calendar

• With SMM, oversee monitoring of social media sentiment, working with leadership to manage crisis situations and other sensitive issues, and synthesizing insights/recommendations

• With SMM, develop social media policies and guidelines, and providing counsel to UCSF partners

Knowledge, Skills and Abilities 

• Advanced knowledge of digital marketing principles, concepts, techniques and applications relevant to the field of promotion and advertising – including organic and paid tactics (Google, Meta, etc.)
• Advanced written, visual, interpersonal communication and political acumen skills and skills in trouble-shooting and applying proactive and positive solutions
• Advanced analytical and research skills.
• Skill in mentoring less experienced staff.
• Advanced knowledge of the digital media landscape and trends.
• 8 or more years of marketing work experience
• Advanced project management skills to complete projects within budget and time constraints.
• Experience working in higher education, nonprofits, and/or large, complex organizations..
• Advanced knowledge of the campus and / or medical center’s product lines and services..
• Advanced knowledge of the campus and / or medical center, including its achievements, mission, goals, vision, objectives and infrastructure..
• Advanced skills in developing, designing and implementing creative promotional and advertising strategies.
• Advanced knowledge of applicable campus and / or medical center policies and state and federal laws pertaining to marketing and advertising issues and concerns and other related policies or laws. 

Education:

Bachelor’s degree in communications or marketing-related area and / or equivalent experience / training.

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