Job Description

Position Overview

VP Advancement is currently seeking a Full-time Limited Term Marketing Content Specialist for approximately 18 months.

Reporting to the Director of Marketing, Brand Experience, the Marketing Content Specialist is integral in ensuring brand advertising content reflects the standard and quality of the University of Calgary\'s brand objectives and key messages, as they relate to current operational needs and market climate.

This position involves writing copy related to a variety of needs for University-wide brand advertising efforts and includes producing content for clients across campus to support major events and University priorities. This role will also support and assist with the University\'s media buying strategies by planning, executing and optimizing media ad buys across various social media platforms and within the Google Ads/Google Display network.

The Marketing Content Specialist builds positive relationships with colleagues within Advancement, University institutes, partners and stakeholders; and works closely with creative and communications professionals to ensure proper prioritization and execution of deliverables. The work requires an experienced writer with a keen eye for details, a strong understanding of media buying on digital (social media and Google) and traditional platforms, and the ability to manage competing interests, deadlines and multiple projects with shifting priorities.

The sucessful candidate primary purpose of the Marketing Content Specialist role is to develop and write engaging, effective and bespoke copy that delivers on the University\'s marketing objectives across digital and traditional mediums. The secondary function of this role is to support the University\'s end-to-end media buying strategies and reporting on a variety of platforms.

Position Description

Summary of Key Responsibilities (job functions include but are not limited to):

Copywriting and Editing

• Review, make recommendations on and/or edit written brand marketing content for various media channels, including print, web, billboard, digital billboard and display; to correct any and all grammatical, punctuation and spelling errors.
• Ensure ad copy consistency across all marketing channels.
• Write headlines and subheads.
• Able to work with confidential information.

Media Buying

• Create, manage and optimize PPC campaigns on Google Ads, Bing Ads, and social media platforms.
• Perform keyword research and selection.
• Conduct research to identify target audiences and keywords, create audience segments, and tailor advertising strategies accordingly.
• Prepare schedules and make adjustments when needed, and ensure placements/creative are displayed appropriately.
• Implement A/B tests to refine ad creative, copy, and landing pages for improved ROAS.

Analytics and Reporting

• Support the optimization of campaigns by utilizing analytics tools to assess campaign performance and analyze key metrics.
• Provide actionable insights based on data-driven decisions that can be used to enhance the efficiency and effectiveness of the campaign.
• Handle multiple priorities and competing deadlines.
• Work closely with the Director of Marketing to identify opportunities to increase engagements and conversions via digital channels.
• Support the provision of post-campaign performance details, with detailed reporting and providing regular updates to leaders and stakeholders; highlighting successes, challenges and recommendations for future campaigns.
• Support the Director of Marketing with billing discrepancies.

Qualifications / Requirements:

• Bachelor\'s degree in Journalism or English, Marketing or Communications is required.
• Must have a passion for writing, be able to demonstrate a sharp eye for detail and the ability to work well under pressure.
• Is thoroughly versed in the Canadian Press Style Guide and other significant style guides with experience using diverse writing styles that optimize deliverables to best meet the needs of varied media channels.
• Must be an exceptional writer with at least 3 years of experience as a professional copywriter, at a post-secondary institution, a newspaper or magazine, an agency or a similarly complex organization.
• 3 or more years of experience copywriting for websites, email marketing campaigns, digital ads campaigns (social media, programmatic /Google Ads), digital out-of-home mediums, video script writing, comprehensive marketing campaigns and print publications or editorials.
• Experience working alongside designers and creative directors to bring a concept to life with cohesion between text and visuals.
• Proficiency with media buying tools and platforms, such as Google Ads (YouTube), Meta (Facebook, Instagram) Ads Manager, and other programmatic advertising and buying platforms.
• Must be highly organized, detail-oriented and able to manage multiple projects simultaneously using excellent project management skills.
• Highly proficient in Excel / Google Sheets, as well as a strong grasp of funnel analytics, A/B testing, and metrics-driven performance marketing.
• Experience with Web & App Tracking/Attribution.
• Deep understanding of organic and paid marketing channels.
• Outstanding ability to think creatively, identify and resolve problems.
• Previous experience managing media budgets effectively, allocating resources strategically to achieve the best possible results within the allotted budget.
• Experience supporting the analysis and reporting requirements upon campaign completion.
• Strong analytical and problem-solving skills.
• SEO & SEM experiences are a strong asset.
• Google Ads certification is a plus.

Application Deadline: January 10, 2024

We would like to thank all applicants in advance for submitting their resumes. Please note, only those candidates chosen to continue on through the selection process will be contacted.

Additional Information

This position is part of the AUPE bargaining unit, and falls under the Specialist / Advisor Job Family, Phase 2.

To find out more about management and staff opportunities at the University of Calgary and all we have to offer, view our .

The University strongly recommends all faculty and staff are fully vaccinated against COVID-19.

About the University of Calgary

UCalgary is Canada\'s entrepreneurial university, located in Canada\'s most enterprising city. It is a top research university and one of the highest-ranked universities of its age. Founded in 1966, its 36,000 students experience an innovative learning environment, made rich by research, hands-on experiences and entrepreneurial thinking. It is . today at the University of Calgary. For more information, visit .

The University of Calgary has launched an institution-wide committing to creating a rich, vibrant, and culturally competent campus that welcomes and supports Indigenous Peoples, encourages Indigenous community partnerships, is inclusive of Indigenous perspectives in all that we do.

As an equitable and inclusive employer, the University of Calgary recognizes that a diverse staff/faculty benefits and enriches the work, learning and research experiences of the entire campus and greater community. We are committed to removing barriers that have been historically encountered by some people in our society. We strive to recruit individuals who will further enhance our diversity and will support their academic and professional success while they are here. In particular, we encourage members of the designated groups (women, Indigenous peoples, persons with disabilities, members of visible/racialized minorities, and diverse sexual orientation and gender identities) to apply. To ensure a fair and equitable assessment, we offer accommodation at any stage during the recruitment process to applicants with disabilities. Questions regarding [diversity] EDI at UCalgary can be sent to the ( ) and requests for accommodations can be sent to Human Resources ( ).

Do you have most but not all the qualifications? Research show that women, racialized and visible minorities , and persons with disabilities are less likely to apply for jobs unless they meet every single qualification. At UCalgary we are committed to achieving equitable, diverse, inclusive and accessible employment practices and workplaces and encourage you to apply if you believe you are right for this role.

We encourage all qualified applicants to apply, however preference will be given to Canadian citizens and permanent residents of Canada.

University of Calgary