Social Media & Digital Specialist

University of Miami

The University of Miami is considered among the top tier institutions of higher education in the U.S. for its academic excellence, superior medical care, and cutting-edge research. At the U, we are committed to attracting a talented workforce to support our common purpose of transforming lives through teaching, research, and service. Through our values of Diversity, Integrity, Responsibility, Excellence, Compassion, Creativity and Teamwork (DIRECCT) we strive to create an environment where everyone contributes in making UM a great place to work. We are one of the largest private employers in Miami-Dade County; home to more than 13,400 faculty and staff from all over the world.

Position Details

Social Media & Digital Specialist
South Florida
Coral Gables, FL

The Social Media and Digital Specialist will execute develop, produce and post engaging social media and web content to effectively promote the University of Miami Division of Continuing & International Education (DCIE) credit and non-credit programs, to help attract prospective students and support overall enrollment goals. The incumbent will be responsible for meeting goals related to growth, engagement, acquisition costs, and enrollment ROI.

Working under the direction of the Associate Director of Marketing, this position will coordinate efforts that generate awareness, interest, and enrollments from prospective students across multiple marketing channels as well as initiate opportunities to engage students, parents, faculty, and alumni. Candidates must have excellent written, analytical and oral communication skills, be very detail oriented with a knack for all things #trending.

Key Responsibilities:

  • Strategizes, creates, and launches social media content calendars that reflect overall recruitment enrollment goals and objectives across multiple channels: YouTube, LinkedIn, Facebook, Instagram, and Twitter etc.
  • Sources content and visual assets, including seeking interviews, profiles, and video content. Edits videos and images in a manner that achieves ROI and tells a compelling, and appropriate story for users.
  • Coordinates and executes social media campaigns across multiple channels for multiple programs that work in concert with other online and offline marketing efforts.
  • Must be able to give each academic program an identity and develop content accordingly.
  • Interviews students, alumni and various other stakeholders to secure student stories, media releases, and other content that proactively promote our programs.
  • Develops social media advertisements as needed.
  • Builds and executes social media strategy through competitive research, platform determination, benchmarking, messaging and audience identification.
  • Responsible for managing and growing our social media channels.
  • Drives social engagement and builds relationships with prospective students and responds appropriately to inquiries or responses via social media channels.
  • Applies analytics to better profile, target and retarget prospects, adapting social campaigns to increase traffic to program landing pages, deliver higher quality responses and improve conversions rates.
  • Prepares and presents reports summarizing the effectiveness of social media strategies and highlights areas of opportunity.
  • Measures the success of every social media campaign.
  • Implements the latest social media best practices and technologies.
  • Maintains a consistent visual image and brand identity throughout all UM digital platforms.
  • Collaborates with subject matter experts (SMEs) and stakeholders to design and execute social media plans to meet business unit objectives including live event coverage, signature moments, program launches and key announcements.
  • Optimizes company pages within each platform to increase the visibility of the Division’s social content.
  • Creates custom landing pages and forms for promotion of DCIE programs or special events.
  • Develops and launches content for websites.
  • Monitors information to assure that web content is accurate, compliant with guidelines, and timely.
  • Drives innovation across social programs through new tools, formats, online events, real-time engagement activities, etc.
  • Executes live streaming production and creation, and facilitates the uploading and promotion of on-demand video features.
  • Develops targeted emails as needed.
  • Assist departmental leadership in evaluating and overseeing special events and outreach projects.
  • Serves as a liaison between the organization, internal stakeholders, and outside vendors, as directed by the Associate Director of Marketing.
  • Other duties as assigned.

Skills, Abilities & Qualifications:

  • Be a self-motivated leader – able to initiate and drive programs independently (strategy through execution).
  • Exceptional journalism skills –must be resourceful to identify, gather and create content including images and video.
  • Strong attention to detail and information accuracy.
  • Excellent oral communications skills.
  • Creative with a strong sense of understanding how to craft content that appeals to a diverse set of audiences from high school students through seniors.
  • Crave learning about new trends and technologies in digital marketing, social marketing, portfolio marketing and content marketing.
  • Be an early adopter of new tools and services, highly innovative and a creative boots trapper.
  • Be comfortable supporting a wide array of activities against aggressive deadlines and with limited budget and resources.
  • Must have experience developing content for corporate social media accounts.
  • Must have strong knowledge and experience in digital marketing, using SEM, SEO/Analytics tools such as Google Analytics and Google Adwords.
  • Experience in executing email marketing campaigns to multiple segments and landing pages and forms with email marketing software (ACT-On, Marketo, or Constant Contact).
  • Knowledge of theoretical and practical aspects of traditional and digital marketing and niche marketing.
  • Strong experience working with a CRM (Salesforce preferred) and experienced working with a sales funnel.
  • Strong understanding of social media platforms and experience utilizing social media management tools such as Facebook Ad Manager, LinkedIn Campaign Manager, and Hootsuite.
  • Good understanding of social media KPIs.
  • Proficiency in photo and video editing softwares: Adobe Premiere Pro, Adobe Photoshop, Canva, Adobe InDesign, Final Cut Pro, and iMovie.
  • Tolerance of a fast-paced work environment with the ability to easily pivot based on priority.

Education and Experience:

  • Bachelor Degree in Business Administration, Marketing, Advertising, Communications or related field is required. Master’s degree is preferred.
  • Minimum of three years of social media coordination or management experience in an advertising agency and/or corporate organization is required.

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