Senior Director of Digital Engagement

Overview

General Summary : The Senior Director of Digital Engagement serves as the Office of University Advancement and Alumni Engagement's point person for online content, with the primary objective of creating and implementing digital strategies to engage alumni and donors and deepen their connection to UMass Boston. Working closely with colleagues in the Advancement office as well as through active discovery, the Senior Director will utilize social media, email, and the web to enhance and further the connection UMass Boston alumni have with their alma mater and each other. Reporting directly to the Assistant Vice Chancellor for Alumni Engagement and exercising a high degree of creativity, independence, and strategic thinking, the incumbent will measurably increase alumni engagement and participation through digital engagement. She / he also will work with our colleges, schools, institutes, and centers to promote communications that resonate with our alumni and friends.

Responsibilities

• Under the supervision of the AVC for Alumni Engagement and working collaboratively with members of the alumni engagement, stewardship, annual fund, and leadership giving teams, this role develops and implements digital strategies for large scale events and fundraising initiatives that engage alumni and donors.
• Create all content and oversee the strategy, aggregation, and implementation of this unique content for our exclusive online alumni community, "BEACONConnect"; utilize strategy and best practices to craft text and source imagery for BEACONConnect emails, monthly digests, and posts to the feed to engage and inform our alumni and donors and increase social media following.
• Establish relationships with alumni, friends, and members of university leadership and faculty, and facilitate sharing relevant news and updates from their social media accounts.
• Monitor activity on all social channels, emails, and web traffic and make strategic adjustments based on trends and data; measure all email subscribers' engagement by analyzing opens and clicks and create monthly reports; provide monthly activity reports for social, email, and web, citing findings.
• Manage and update the alumni and advancement web sites working with university advancement colleagues to keep content on web pages fresh, engaging, user-friendly, and well-organized; keep abreast of new technologies and industry best practices and actively seek ways for the department's online presence to be more effective by suggesting new features and integrating new tools; analyze web site traffic, provide monthly reports, and as needed develop and implement strategies for driving new visitors to both the alumni and advancement web sites utilizing knowledge of SEO, keyword search, and Google analytics.
• Ensure accuracy, appropriate messaging and consistency of style, text and best practices across all UMass Boston alumni online platforms, including proofreading and editing text for style and accuracy, focusing on consistency, spelling and punctuation, and appropriate look and feel.
• Build all automations and journeys using our email marketing platform (currently Salesforce Marketing Cloud); assist the Alumni Engagement and Annual Fund teams with other non-automated emails and event registration pages as appropriate.
• Manage all paid social media advertising using best practices for set up, optimization, and reporting, to ensure target audience is reached.
• Perform other duties as assigned.

Qualifications

Bachelor's Degree in Communications, English, Journalism, Marketing or a closely related field, a minimum of seven to 10 years of professional experience and demonstrated expertise with social media, email marketing, and / or website management is required. Fluency with social media sites, including but not limited to Facebook, Instagram, , Twitter / X, and TikTok is required. Professional experience working in an academic environment is preferred as is experience with video production and video editing software and graphic design including but not limited to Final Cut Pro X, Adobe Premiere and Canva.

Application Instructions

Please apply online with your resume, cover letter and list of three professional references.

Review of candidates will begin following the application closing date.

Only Internal candidates in the Professional Staff Bargaining Unit will be considered during the first 10 business days of the posting. All other candidates will be considered after that period.

Salary Ranges for the appropriate Pay Grade can be found at the following link :

Grade : 34

Salary Ranges

This is an exempt union position.

All official salary offers must be approved by Human Resources.

UMass Boston is committed to the full inclusion of all qualified individuals. As part of this commitment, we will ensure that persons with disabilities are provided reasonable accommodations for the hiring process. If reasonable accommodation is needed, please contact HRDirect@umb.edu or 617-287-5150.

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