Reporting to the Chief of Staff and Legal Advisor, the Digital Communications Manager is responsible for maintaining the Office of the Principal’s websites and digital platforms. This position provides management and guidance on digital content across the Office of the Principal communications channels and ensures alignment with the university's central marketing and communications initiatives and adherence to Queen's Visual Identity and Brand Standards as appropriate. The Digital Communications Manager develops, executes and evaluates integrated communication plans, digital communications strategies, and web analysis processes. The incumbent acts as the senior resource for website and digital communication needs of the Office of the Principal, and plays a critical advisory role by providing statistical reporting and communications analysis, including information required for strategic planning purposes, communicating progress and challenges to management. The Digital Communications Manager will combine strong technical skills relating to web design, systems development, analytics, and emerging technology, with a solid understanding of marketing and communications principles and applicable government legislation.
• Develop, produce and implement a strategic vision for the Office of the Principal’s websites, digital platforms, and electronic communication channels for broad impact across key audiences, in support of the marketing & communications, Principal’s and institutional strategic plans.
• Builds the Principal’s online profile through a communications management needs assessment, research and recommendations for the adoption of or changes to digital marketing platforms used within the Office of the Principal. Digital marketing platforms include content management systems, email service providers, digital asset management system, analytics tools and social media management platforms.
• Hands-on management, development, support and training for all digital marketing platforms used by the Office of the Principal, working in close collaboration with the Manager, Communications and the Chief of Staff and Legal Advisor.
• Provide recommendations and implementation for the Office of the Principal’s website redesign project plans with timelines, milestones, and metrics, including proposals for budget approval.
• Survey best practices among North America higher education sites to establish benchmarks for success. Defines measurement criteria for evaluating digital communications, creates reports and dashboards as needed, and monitors web performance to track effectiveness and determine ROI. Identifies areas for further integration and improvement to maximize efficiency and an enhanced user experience, and incorporates changes that will continually improve plans for future years.
• Review and audit current content on the Principal’s websites at Queen’s by consulting and collaborating with key stakeholders including managers, staff and alumni to determine content needs.
• Perform an analysis of current web analytics, perform research on search engine optimization (SEO) and develop revised navigation structures and templates for the existing and new website(s) for the Office of the Principal.
• Working in partnership with the Manager, Communications, ensures the coordination of appropriate content distribution for various media (websites, social media messaging, digital campaigns including email, video and mailings). Prepares and oversees release according to schedule, ensuring compliance with Queen’s Visual Identity and Brand Standards.
• Consult with key stakeholders and facilitate the creation of new content that is SEO friendly, responsive and consistent across the university, particularly with respect to the Principal’s strategy and implementation.
• Assist in the integration of various internal and external sites to ensure an effective and comprehensive website with access to a wide range of web-based services.
• Provide technical leadership to programming and information technology teams.
• Determine and recommend performance measures for the websites, including visits and engagement.
• Contribute to the development of a fully integrated, university-wide electronic communications strategy in support of and the Principal, their Office and the university’s goals.
• Works with various stakeholders across campus towards common goals.
• Demonstrates a solid understanding of electronic communication trends, marketing and communications strategies, federal and provincial legislation (regarding accessibility, privacy and electronic security), as well as knowledge of emerging trends and technology developments, to best position the Principal on the web.
• Manage relationships with 3rd party suppliers and external independent contractor contributors, as they pertain to the websites and digital platforms, including access, permissions, and content management.
• Provide support and training on content management systems, SEO, and analytics for staff within the Office of the Principal based on established objectives and priorities of the marketing & communications team.
• Plans, prioritizes and manages the work of employees and contractors, providing strategic and tactical advice, guidance and coaching.
• Assesses staff training and development needs and ensures that employees receive training required to improve and sustain successful performance.
• Investigates, addresses and resolves employee/labour relations issues, including making recommendations or decisions regarding disciplinary, discharge and probationary termination matters, under direction of the Chief of Staff and Legal Advisor.
• Create a positive and inclusive work environment that supports and promotes a culture where a diverse range of ideas and perspectives are encouraged.
• Undertake other duties as assigned in support of the unit/Faculty.
• University degree/post-secondary education in a related field. Relevant professional certification an asset.
• Several years (minimum 5+) experience working in a marketing/communications setting or a post-secondary institution setting.
• Experience in developing, designing, re-designing and managing large-scale websites, including federated models.
• Experience in developing and managing electronic communications (websites, social media, e-mail communications, etc.), combined with a solid understanding of web-based content management systems, web publishing applications, Google Analytics, Webtrends, Search Engine Optimization, HyperText Markup Language (HTML), Adobe Photoshop, and various digital media platforms. Graphic Design and desktop publishing experience and skills as well as audio/video file production are considered to be an asset.
• Demonstrated proficiency in communications and marketing strategy development, including project management principles, practices, project evaluation and budgeting.
• Demonstrated abilities and results in project management in a multi-stakeholder environment related to website management, redevelopment or redesign.
• Experience in developing digitial content, particularly videography capabilities.
• Extensive knowledge and thorough understanding of accessibility issues, as well as federal and provincial legislation pertaining to electronic communications regarding accessibility, privacy and electronic security.
• Consideration will be given to an equivalent combination of education and experience.
• Communication Skills: Superior written and oral communication skills. Effectively presents ideas to others and capable of communicating to various audiences.
• Research Skills: Background in developing research and analyzing/interpreting research results for web development initiatives. Draw conclusions and recommend strategies that leverage key leanings and effective new measures.
• Interpersonal Skills: Ability to work with many different individuals across the university and build/nurture strong relationships.
• Attention to detail: Strict attention to detail and accuracy, with an appreciation for the implications of errors for the University and the Office of the Principal with respect to reputation and relationship building. Ability to follow formal business practices and policies with high attention to detail.
• Time Management Skills: Ability to effectively manage and prioritize multiple requests and competing projects. Ability to stay focused on high impact initiatives.
• Innovation and Creativity: Ability to think creatively and recommend innovative strategies that enhance the Office of the Principal’s website, with ideas that challenge the status quo.
• Business Insight: Ability to place web development objectives in a larger organizational context and use this knowledge to make strategic choices in developing and managing a variety of webpages.
• Leadership Skills: Ability to bring together a variety of stakeholders, both internal and external to the University, with different viewpoints, to work towards common goals.
• Proactive Approach: Proactively identifies operational and system improvements necessary to deliver required services. Ability to research independently and become rapidly familiar with changing/new technologies and trends, as well as assess innovation and trends for institutional benefits and impact. Has a keen understanding of emerging trends and technology developments to best position the University on the web.
• Identify necessary constituents for determining content needs for all website initiatives. Work with stakeholders in determining necessary areas of priority for developing improved website plans and strategies.
• Determine necessary strategies to measure and benchmark the effectiveness of the website among other North American school websites by auditing current content. Make recommendations and implement changes to improve SEO and overall effectiveness to meet objectives.
• Works with key stakeholders in determining necessary areas of priority for developing improved electronic communications plans and strategies.
• Determines the continuing design, navigation and content development of the FAS and department websites in accordance with established visual identity standards and web policies.
• Prioritizes own workload, student interns, and external independent contractor contributors.
• Determines necessary follow-up and individuals to be consulted in resolution of electronic communications issues and questions/requests made.
• Identifies internal and external resources required to implement electronic communications strategies. Ensures most efficient use of resources to minimize time and cost.
• Identify internal and external resources required to implement new initiatives in a timely and effective manner.
• Make decisions regarding the digital platforms in accordance with established legislative, accessibility, privacy and visual identity standards and web policies.
• Determine when to address non-compliance issues with appropriate stakeholders.
• Evaluates job candidates and makes effective recommendations on suitable hires.
• Makes decisions and/or effective recommendations regarding transfers and promotions.
• Evaluates employee performance and decides on appropriate training or coaching to address lack of proficiency in carrying out responsibilities, or remedial action for staff disciplinary situations.
• Assesses investigation outcome of grievances and makes effective recommendations on appropriate course of action or next steps on grievances.
• Makes effective recommendations on level of discipline up to discharge and probationary termination.
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