Web & Communications Strategist

This position is expected to be filled by promotion/reassignment and is included here to inform you of its vacancy at the University

UBC Okanagan combines the resources and reputation of one of the world's top universities with a young and dynamic campus that offers a transformative university experience in an extraordinary place.

The Web and Communications Strategist, within the University Relations Communications and Marketing team, is a web-focused position responsible for creating and building media-rich content on campus-wide properties (ok.ubc.ca, news.ok.ubc.ca and events.ok.ubc.ca), which generate millions of audience sessions each year. This position provides support for campus-wide web projects (program page templates, web governance and SEO improvements) and delivers high-level support and guidance to communicators within faculties and administrative teams building web properties. This position also provides communications support for top-priority administrative unit communications projects (web, video, digital media, print).

The Web and Communications Strategist role requires meticulous editorial skills, proven project management skills, strong technical expertise in a WordPress multi-site environment, an awareness of web usability and accessibility, experience in search engine optimization (SEO) and analytics/metrics reporting, and an innate ability to create content and pages that are accurate, timely, user-centered, and conform to web standards and UX best practices.

Organizational Status

Reports to the Manager, Web and Communications and works closely with and collaborates with all members of the University Relations team and key UBC stakeholders.

Work Performed

Content Development and Management

• Implements regular maintenance of content across campus-wide websites to ensure consistency and accuracy and develops web-related communications strategies and content governance.

• Researches, writes, edits and proofs copy for UBCO websites, social media, online ad campaigns, digital signage, print materials, reports and other channels, ensuring that all content is of a high professional standard and adheres to UBC editorial guidelines and brand standards.

• Works with subject matter experts to turn complex ideas/processes/transactions into clear, friendly, plain language.

• Works collaboratively with designers and other stakeholders to source, create or resize images, graphics and other digital assets for the web.

• Assists with the occasional design of audio and video content for website usage and other digital channels.

• Identifies opportunities to integrate and leverage video and social media initiatives into websites and online properties.

• Creates UX-friendly landing pages for promotional initiatives and other marketing efforts, leveraging the suite of components in the Okanagan content management system.

• Collaborates with the Web and Communications group to identify and implement new pages, sections, and larger structural changes based on analytics data, usability testing, focus groups and stakeholder feedback.

Develops and implements search engine optimization strategies (SEO-friendly content, review and updating keywords, appropriate link building).

Web Planning and UX Advocacy

• Develops and executes strategies for campus-wide web solutions

• Coordinates medium-to-large web projects, liaising with University Relations team members, campus communicators, other contributors, and providing consultative services to subject matter experts in departments/schools/faculties/administrative units.

• Creates and maintains project timelines and schedules that support the completion of projects.

• Supports the oversight of contracts and directing of services provided by internal and external service providers.

• Performs site audits, site inventories, and other content strategy activities, as needed.

• Manages the architecture and navigation structure of websites to continually improve the user experience in terms of web design, consistency, usability, and accessibility.

• Develops policies to support efficient and consistent web development and maintenance.

• Works on information architecture (IA) and user experience (UX) design for web properties.

• Collaborates with designers to create wireframes, prototypes, use/test cases, and project documentation for the development of web properties.

• Presents and validates designs and key deliverables to peers and client unit stakeholders.

• Advocates for the adoption of best practices in website information organization and user-centered design to balance the needs of the audience with the goals of the unit.

• Works with IT Services Okanagan to ensure consistent translation of design to function for web properties, with a focus on usability and adoption.

Advising and Reporting

• Educates clients about (and reviews adherence to) UBC web guidelines as well as graphic identity and accessibility standards.

• Recommends tools, plugins or procedures that allow sites to be more easily maintained and provides related training and support.

• Supports in monitoring and interpreting website data using Google Analytics and other analysis tools, to make recommendations and inform future content and approaches to web projects.

Strategy and Project Management

• Develop and execute communications and marketing project plans, working with units to clarify goals, target audiences, design criteria, project timelines, budgets and outcomes.

• Manages projects and coordinates workflow of content providers, editors, designers, and external service providers to deliver projects on time and on budget.

• Develops promotional strategies including researching other universities for best practices.

Consequence of Error/Judgement

This position must exercise tact and diplomacy. Given a rapidly changing digital landscape, the Web Strategist must make decisions on how best to manage projects given short timeframes, relative strategic importance of projects, and the impact of failing to meet deadlines. Public perception of UBC and the Okanagan campus is tied to the success and efficacy of communications initiatives supported by this position. The consequence of errors in judgement can have very serious impact on the public image and reputation of UBC's Okanagan campus on a provincial, national and international level. Recruitment goals and financial viability may be adversely affected by reduced visibility and reputation if marketing and communication are not supported effectively.

Supervision Received

The position takes overall strategic and operational direction from the Manager, Web and Communications.

Supervision Given

The position has no direct reports.

Qualifications

Minimum

• Undergraduate degree in a relevant discipline (Communications, Marketing, English, Journalism, or other relevant discipline).

• Minimum of five years' experience or the equivalent combination of education and experience.

• Willingness to respect diverse perspectives, including perspectives in conflict with one's own

• Demonstrates a commitment to enhancing one's own awareness, knowledge, and skills related to equity, diversity, and inclusion

Preferred

• UX certification would be an asset.

• Experience planning, implementing and coordinating complex web projects within allocated time, budget, and resources.

• High level of proficiency in WordPress is required. Experience in other content management systems is an asset.

• Strong project management, planning, and problem-solving skills.

• Ability to effectively manage multiple tasks, prioritize and work under pressure to meet deadlines.

• Demonstrated working knowledge of publishing, editorial process, content development, marketing, and communications.

• High level of proficiency in crafting keyword-rich, but user-friendly web copy, and editing and proofreading content for the web.

• Ability to adapt writing styles for various audiences and media.

• Experience creating keyword-rich, but user-friendly content.

• Ability to be thorough, accurate, and have a high level of attention to detail.

• Demonstrated understanding of web design, web 2.0, accessibility, inclusivity, plain language, and user-experience best practices.

• Knowledge of responsive design and mobile web technologies.

• Experience creating information architecture (IA) documentation such as wireframes, data-flow diagrams, flowcharts and test/use.

• Working knowledge of HTML, XML, and CSS, and be able to work in the source code on web pages.

• Experience with SEO and SMO, and an understanding of analytics.

• Strong computer skills, including knowledge of database/CRM systems, project management tools, social networking tools, Google Analytics and Google AdWords, Adobe Creative Suite (especially Photoshop), and MS Office.

• Ability to run content audits and inventories, which can inform future website improvement projects.

• Ability to create reports based on web analytics/metrics.

• Superior communication skills; able to communicate effectively verbally and, most importantly, in writing.

• Demonstrated ability to exercise initiative, resourcefulness and sound judgment in carrying out responsibilities.

• Strong interpersonal and cross-cultural communication skills required.

• Ability to work independently with minimal supervision, but also ability to work effectively within a high-performance team environment.

• Ability to exercise tact and discretion in dealing with competing interests of stakeholders.

• Professional experience in a post-secondary institution or similar environment an asset.

• Experience in international marketing communications would be an asset.

• This is a hybrid position that requires in-person work at UBC Okanagan's campus in Kelowna, typically three of five days a week.