TITLE: WEB MARKETING
COORDINATOR
GRADE: 15
JOB CODE: 0822
FLSA: EXEMPT
Job Summary
This position develops, implements, and manages the online
presence of the college for e-commerce activities through search marketing,
search engine optimization, web advertising, and creating and implementation of
email marketing strategies and tracking devices. Develops and evolves
functionality, content and appearance of college web site, content management
system and customer relationship management to enhance marketing strategies.
Researches and implements new technologies and best practices for electronic
marketing.
Scope
This position works in an assigned area. Work contacts
include administrators, faculty, students, staff and vendors. Equipment used
includes personal computers, scanners, digital cameras and standard office
equipment.
Supervision Received
This position reports to an assigned administrator; receives general direction regarding routine and standard matters and specific instructions regarding non routine matters.
Supervision Exercised
May direct work of support staff.
Representative Duties
Develops, implements, and manages college web marketing and
e-commerce strategies; directs web marketing inititatives and advertising,
ensures appropriateness for the online media, audience usability and
compatibility with brand standards; develops, manages, and delivers all email
marketing campaigns; creates tracking mechanisms to monitor on-line traffic to
measure click-through rates and conversions; designs weekly reports to measure
campaign results; utilizes web-based applications to direct email campaign
strategies and online marketing analytics; designs all website pages to
maximize search engine optimization and rankings including ongoing research and
implementation of current electronic industry trends; writes and delivers all
website pages content to be user-centered information; plans, writes, and
distributes news releases; writes and/or supervises the concepts for web
advertising copy; works with management in promoting specific programs; may
supervise photography for web comparisons; publishes on-line newsletter and all
other web informational pages using Microsoft Content Management System, manages
database lists and creates tracking links for dynamic content; performs related
duties as assigned.
Knowledge and Abilities
Knowledge of: online marketing “best practices”, usability,
information architecture, user-centered content development and graphic design;
copywriting and editing; writing for the web and email; computer software and
hardware.
Ability to: create
and implement web sites and landing pages; direct e-marketing initiatives and
e-mail campaign strategies and online marketing analytics; maximize search
engine optimization; create databases; to monitor and deliver report of on site
traffic and campaign results; communicate effectively orally and in writing,
establish cooperative working relationships with persons contacted in the process
of performing assigned duties.
Training and Experience
Any combination of education, training, and experience that
provides the required knowledge and abilities.
An example of this would be a background in marketing communications,
information technology, or graphic/web design.
Special Conditions of Employment
This class specification is intended to indicate the basic
nature of positions allocated to the class and examples of typical duties that
may be assigned. It does not imply that
all positions within the class perform all of the duties listed, nor does it
necessarily list all possible duties that may be assigned.