Marketing and Business Analytics Manager

Job Responsibility: Staff - Non Union Job Category M&P - AAPS Job Profile AAPS Salaried - Marketing and Sales, Level B Job Title Marketing and Business Analytics Manager Department Communication and Marketing Management | Communications | Faculty of Arts Compensation Range $6,747.50 - $9,701.42 CAD Monthly The Compensation Range is the span between the minimum and maximum base salary for a position. The midpoint of the range is approximately halfway between the minimum and the maximum and represents an employee that possesses full job knowledge, qualifications and experience for the position. In the normal course, employees will be hired, transferred or promoted between the minimum and midpoint of the salary range for a job. Posting End Date March 20, 2025 Note: Applications will be accepted until 11:59 PM on the Posting End Date. Job End Date Mar 30, 2028 At UBC, we believe that attracting and sustaining a diverse workforce is key to the successful pursuit of excellence in research, innovation, and learning for all faculty, staff and students. Our commitment to employment equity helps achieve inclusion and fairness, brings rich diversity to UBC as a workplace, and creates the necessary conditions for a rewarding career. Job Summary The Faculty of Arts at UBC Vancouver is a research-intensive faculty, encompassing internationally renowned programs in the social sciences, humanities, creative and performing arts, and professional schools. As the university's largest academic unit, UBC Arts educates more than 16,000 students in bachelors, masters, and doctoral programs in more than 25 departments, schools, institutes, and programs. The Marketing and Business Analytics Strategist supports the development of new and innovative revenue generating programs, initiatives, and offerings in the Faculty of Arts, including planning, implementing, and evaluating integrated marketing campaigns that attract local and international learners to UBC Arts for non-credit continuing education courses. As a member of Arts Communications, the position is responsible for managing campaign development and delivery, and developing and managing the analytics strategy and processes for marketing and enrolment channels for UBC Arts continuing education courses. The Marketing and Business Analytics Strategist is also responsible for overseeing data collection and analysis, and generating critical performance reporting to inform business decisions and strategies that maximize enrolment. Organizational Status Reports to the Associate Director, Communications & Marketing and receives functional supervision from the Director, Innovation and Business Development for instituting new procedures to further data collection and analysis practices with the end goal of maximizing enrolment. Works closely with the Communications and Marketing Manager, and other members of the Arts Communications team. Work Performed Responsible for creating, updating, and proofreading written text for all Arts non-credit courses. Develops marketing messages and promotional copy for print, digital, and social media. Completes strategic planning and executes marketing initiatives for both domestic and international recruitment across a variety of channels, including, but not limited to, websites, email, digital advertising, and social media. Identifies KPI's and target audiences, develops marketing personas and take-to-market strategies, plans and tactics. Responsible for project management of all aspects of campaign delivery, including entering projects, assigning tasks, and monitoring progress using Asana project management system. Ensures clear communication of creative briefs, take-to-market plans, and tactical briefs. Manages content on arts.ubc.ca in collaboration with Arts Communications team members. Plans and publishes content and ongoing updates relating to non-credit offerings. Initiates reporting on site performance to ensure optimal conversion. Collaborates with Arts Communications members and UBC Public Affairs to produce and distributes press releases to generate media coverage. Monitors media for current events, trends, and developments in competitors' program offerings and marketing campaigns. Analyzes campaign results and reports on campaign performance to determine success or opportunity for improvement for both marketing and non-credit course offerings. Researches and recommends new online and offline marketing opportunities. Obtains proposals/quotes from and manages work assignments of external contractors (such as agencies or freelancers) working on course campaigns. Leads the initiation, development, and management of a strategic framework for proactive marketing activity and enrolment data collection, measurement, and reporting with focus on consistency, accuracy and actionable insights. Provides recommendations for data processing, reporting automation, and analysis for easy access to usable information and insights for marketing, academic development, and operations. Performs market surveys, environmental scans and competitor analyses and creates reports for use in decision making. Implements UX methodology and a framework for discovering user needs and then crafting Business Intelligence solutions which meet those needs. Provides expertise and industry best practice in the areas of brand management, direct response marketing, marketing communications, digital engagement, and social media. Liaises with a network of marketing and communications professionals across campus to share best practices, collaborate on special projects, and stay informed of UBC brand guidelines and initiatives. Upholds UBC brand standards and adherence to the Arts Visual Identity System. Ensures compliance with industry regulations and standards (e.g., Canada's Anti-Spam Legislation or Freedom of Information and Protection of Privacy Act). Performs other related duties as required. Consequence of Error/Judgement The incumbent must exercise a considerable amount of judgement, responsibility and initiative. Many significant business decisions in the unit, and for clients of the unit, will be informed by the work undertaken by this position. The consequence of error associated with this position is serious in that mistakes could have a negative impact on the reputation of the University, its faculties and programs. Supervision ReceivedConsiderable initiative is required to work with significant latitude within mandate. Reports to the Associate Director, Communications & Marketing. Works on business intelligence projects under the direction of the Director, Innovation and Business Development. Supervision Given none Minimum Qualifications Undergraduate degree in a relevant academic discipline. Minimum of three years of related 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 Qualifications

• Undergraduate degree in marketing, business, digital communications or related academic discipline preferred.
• Certification in digital analytics and digital advertising platforms such as Google Ads or Facebook preferred.
• Minimum of three years of experience in brand and marketing communications positions in large and complex organizations, including operating at a strategic and managerial level, or an equivalent combination of education and experience preferred.
• Proven track record of achieving results relative to stated objectives.
• Strong literacy in all aspects of digital advertising and social media.
• Experience in an advertising agency environment a strong asset. Demonstrated commitment to exemplary client service.
• Ability to work effectively and diplomatically with various levels of senior administration, campus audiences, and external agencies.
• Exceptionally strong digital marketing and project management skills. Experience with digital and social advertising platforms such as Google Ads and Meta.
• Excellent oral and written communication, analytical and organizational skills. Able to strategize and tailor the message and voice of marketing copy to suit the intended audience and medium.
• Experience in managing and analyzing large data sets, creating KPI s and providing executive-level reports both in in-person presentations and in written reports. Strong experience in working with data visualization software such as Google Data Studio or Tableau.
• Knowledge of digital analytics tools, particularly Google Analytics, Facebook Insights and Ad manager and YouTube analytics.
• Knowledge of data exploration and visualization best practices, statistics and how to assess statistical significance, various attribution modeling models, designing for data visualization.
• Appropriate computer experience, including word processing, spreadsheet, presentation and online content management software.
• Demonstrated ability to keep abreast of technology developments and marketing trends in relevant areas and a commitment to continuously adding to their knowledge base and skills.
• Excellent problem solving and analytical skills, ability to move between the minute details and the big picture.