Ohio University's office of University Communications and Marketing (UCM) is seeking a brand-savvy content strategist with a passion for great user experience design and a talent for driving organizational collaboration to oversee the content strategy for the institution's primary site, ohio.edu, and to coordinate all aspects of digital analytics across the site to inform content decisions and support university marketing efforts. The Web Content and Digital Analytics Manager will work with dozens of content owners and website administrators who contribute to the university website's more than 15,000 pages to provide insight, direction and training on best practices for web content. In addition, the manager will plan and implement web content strategy and content governance, write copy for top-tier pages of the site, make recommendations for data-driven template and navigation updates, and assist content owners with information architecture design, SEO, content strategy, and digital analytics strategy. This will be done in consideration of the goals of the university website: to improve the reputation of and drive recruitment for the institution.
The Web Content and Digital Analytics Manager will report to UCM's Director of Digital Content. The manager will collaborate closely with the Social Media Strategist and the Front-End Web Designer in UCM as well as communication specialists across the institution tasked with managing their unit-level sites.
Work closely with the Senior Director of Communications Services and the Digital Content Director to ensure our university website supports the brand story, bolsters our reputation in the marketplace and is well-coordinated with prospect recruitment efforts.
Manage content on the university home page and primary gateway pages, including coordinating with various stakeholders on a monthly content plan, making regular updates, and fielding requests from various units for inclusion on/changes to primary pages.
Manage the full website information architecture, including making updates to top tier sections as needed and advising departments on best practices in IA as they expand offerings and add sections to their individual sites.
Write web content as needed to ensure an effective web presence for institutional priorities. This might include identifying, hiring and managing student or freelance talent and acting as editor.
Partner with appropriate staff in UCM and the Office of Information Technology to urgently complete migration of the website to Drupal, the university's CMS platform, providing insight on information architecture and content strategy to content owners in various units.
Develop and maintain monthly analysis and reporting on digital tactics including web traffic and digital marketing effectiveness
Develop new KPIs and reports to measure performance on all digital platforms
Analyze existing web analytics and collaborate with CMS users and web stakeholders to develop a plan for strengthening the university's use of analytics to guide website decisions and improve usability.
Perform ad-hoc analyses on marketing campaign reports from web traffic, social media engagement and other systems supporting marketing activities
Create and maintain tracking parameters for digital channels across the university and report on their effectiveness
Develop a cross-divisional team to update the university's web content governance strategy, ensuring that the university's web content is up to date and effectively communicates the brand story.
Analyze data to answer questions, identify data issues and trends, and assist the digital team in making data driven decisions
Bachelor's degree in communications, journalism, marketing, business or related field required.
A minimum of six (6) years experience working in communications or marketing with a significant focus in digital communications.
A minimum of three (3) years writing for web and working within a content management system.
Experience creating content plans and calendars.
Experience developing websites to support marketing and communication goals.
Demonstrated ability to apply, organize, interpret and report on Google analytics.
Demonstrated ability to write SEO-driven content, including basic understanding of keyword research.
Basic understanding of HTML.
Graduate degree or post-baccalaurette training in digital media and marketing.
Experience working with or overseeing content on a large-scale site with multiple editors and content owners.
Experience with third party social media analytics tools such as Falcon, Sprout or Hootsuite.
Experience in higher education, healthcare, large government agencies, publicly traded companies or other industries with diverse stakeholders, complicated regulations and a wide range of products and audiences.
Planning Unit: Office of the President
Department: University Communications and Marketing
Applicants may contact this person if they have questions about this position: Donna Gallo [email protected]
Employment Type: full-time regular
Internal Number: 33968
About Ohio University
Ohio University is home to one of the nation’s friendliest and most picturesque campuses. But more importantly, it’s where you can become part of a two-century tradition of excellence and embark upon a rewarding career that will make a real difference. From teaching and research to admissions, facilities maintenance, and residence life, our faculty and staff propel Ohio University’s mission of helping students become their best selves. OHIO offers competitive compensation and outstanding benefits. For a complete list of employment opportunities, please visit www.ohiouniversityjobs.com.Ohio University is an equal access/equal opportunity affirmative action institution. For more information about Ohio University’s policies prohibiting discrimination and harassment, visit www.ohio.edu/equity.