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Associate Director, Web Content and Strategy

Rowan University
New Jersey, United States
Salary Not Specified
Posted Date
Mar 18, 2022

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Position Type
Faculty Positions, Business & Management, Marketing & Sales, Communications, Digital Media, Administrative, Business & Administrative Affairs, Computer Services & Information Technology, Public Relations & Marketing (Campus), Editing & Publications Management
Employment Type
Full Time
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Associate Director, Web Content and Strategy


The Associate Director, Web and Digital Content works closely with marketing and recruitment colleagues in in Rowan University's Division of Strategic Enrollment Management, and with university partners across the institution, to execute timely website and digital content projects with thoughtful, organized content in keeping with the University's brand and messaging strategies.

The Associate Director, Web and Digital Content is a content creator, strategist, and writer who works closely with creative team members, web designers, other content strategists, and marketers to identify ways to streamline content, define content groupings to maximize user experience and to achieve strategic website goals. The Associate Director, Web and Digital Content is also responsible for establishing and leading key word and SEO strategy on the team.

The Associate Director, Web and Digital Content works closely with other website content producers on a project-by-project basis to ensure editorial style, messaging, and brand consistency. Using both editorial judgment and advanced web skills, the Associate Director, Web and Digital Content will advise on how to shape website content to best align with the University's brand voice, strategic goals, and priorities.

This position supports the University’s comprehensive strategic plan across various channels, including external, internal, print, digital and social media, promoting the University to its many constituencies.

The position of Associate Director, Web and Digital Content will report to the Assistant Vice President of Marketing & Enrollment Management.

  • Supervise the Web and Digital Content Specialist.
  • Develop content strategy and editorial calendar that aligns with marketing objectives and enrollment goals of the university both long term and short term.
  • Collaborate with colleagues to leverage shared content.
  • Write and publish engaging content for the website. Edit, proofread, and improve upon submitted content, when necessary. Ensure brand consistency.
  • Optimize content according to SEO best practices.
  • Identify and implements effective processes and procedures for accomplishing work.
  • Ability to create an environment that supports collaboration, high-quality work products, and creativity.
  • Review and edit content from University partners and internal team.
  • Collaborate with project teams to discuss plans, strategies, and results.
  • Write, edit, and proofread communications copy for accuracy and to ensure consistency of brand messaging, positioning, and value proposition.
  • Proactively develop standards, processes, and best practices for content updates, creation, distribution, and repurposing.
  • Plan content for campaigns based on the customer buying journey (i.e., suggest types of content that will progress prospect from awareness to selection and purchase).
  • Provide content strategy and information architecture for new and existing university web properties
  • Build websites and webpages within university content management systems, including choosing appropriate visuals and copyediting with attention to web writing best practices
  • Site planning and information architecture.
  • Review new sites’ goals, audiences, objectives and any related metrics.
  • Identify key metrics required to evaluate content performance
  • Lead SEO strategy, and work with writers and analysts to provide advice on optimization.
  • Ensure that all marketing assets are consistent with overall business objectives and reflects university’s style and voice.
  • Assists the marketing team and other staff with ongoing campaigns, including but not limited to, social media, email strategy, and analytics;
  • Review websites to ensure accuracy and functionality, and works closely with supervision and unit liaisons to ensure site content production adheres to best practices;
  • Write web documentation, including web standards, procedures, best practices, and style guides;
  • Maintains digital presence on multiple external lead generation and prospective student outreach websites and platforms,
Enhance, refine, and drive a consistent, compelling voice across channels:
  • Foster ideas and creative thinking into content that can be implemented quickly independently or collaboratively.
  • Build and manage a resource library of content and messaging standards to facilitate reusing content to match customer/regional needs.
  • Evaluate finalized copy for compliance with policies, style, and tone.
Measure and Learn:
  • Keep internal portal tools updated with current digital versions of content published.
  • Seek and integrate student and stakeholder feedback and test results to optimize content and language.
  • Track content engagement to use in planning and future tactics.
  • Evolve content themes to continue to engage target audiences.
  • Deep knowledge of SEO best practices and demonstrated search engine optimization skills
  • Excellent interpersonal, written, and verbal communication skills;
  • Experience in web-based communication and engagement (in both content creation and technical aspects);
  • Strong experience in Microsoft Office; website content-management systems (HTML and CSS skills strongly desired);
  • Working knowledge of InDesign and Adobe Creative Cloud Suite
  • Knowledge of web accessibility and usability, internet trends, and programming functionality;
  • Working knowledge of social media analytics
  • Experience with responsive and user interface design highly desirable.
  • Must be able to grasp new concepts and stay current with technology; take and follow instructions while being a team player;
  • Must be able to direct and coordinate several unrelated projects simultaneously, efficiently, and effectively while maintaining deadlines;
  • Excellent writing and editing skills
  • Excellent project management and organizational skills
  • Knowledge of information architecture best-practices
  • Experience working directly with clients and helping them achieve their content goals
  • Experience working with Google Analytics
  • Basic knowledge of HTML
  • Basic image editing experience
  • Web accessibility expertise preferred

  • Bachelor’s degree in marketing, business, communication, or related field, or an equivalent combination of education and experience with at least 2 years’ experience with demonstrated success in the web and digital content management, and/or related fields strongly preferred;
  • Five (5) years of experience in marketing, communications, or public relations
  • Two (2) years of experience as a Content Manager
  • Two (2) years working knowledge of MS Office, Drupal, WordPress or other CMS and content calendar application
  • Basic technical knowledge of HTML and online publishing
  • Knowledge of SEO and web traffic metrics
  • Comprehension of and familiarity with social media as part of the marketing mix
  • Agency copywriting experience
  • Direct response copywriting experience
  • Content management expertise for large enterprises
  • Higher Education experience
  • Experience with Asana, Basecamp, Teams, or other project management and collaboration tools a plus
  • Working knowledge of Internet Explorer, Google Chrome and Mozilla Firefox Web browsers, Windows OS and Macintosh OS;
The review of applications will begin on March 31, 2022 and continue until the position is filled.

Advertised: Mar 18 2022 Eastern Daylight Time
Applications close:

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