TITLE Integrated Marketing Specialist
CLASSIFICATION NUMBER 2588
IMMEDIATE SUPERVISOR Director, Adult Student Services
MAJOR ADMINISTRATOR Associate Vice President of Enrollment Management
The Integrated Marketing Specialist coordinates with the staff of Admissions and other Enrollment Services units to plan, develop, and implement the strategic design of marketing initiatives for Adult Student Services. The Integrated Marketing Specialist researches relevant issues, solicits input from appropriate sources, conducts strategic analyses, and proposes and implements solutions and initiatives to achieve objectives and goals. The Integrated Marketing Specialist develops a number of marketing strategies, assures information is communicated according to University guidelines, creates and maintains marketing databases, coordinates and maintains mailing lists and web pages, and develops and coordinates the use of assessment tools to measure the overall effectiveness of marketing efforts.
MINIMUM ACCEPTABLE QUALIFICATIONS
Education: A Bachelor’s degree in Marketing, Public Relations, or Communications is required; coursework in journalism, technical writing, or computer information systems is preferred.
Experience: Some experience in marketing or marketing research is preferred.
Skills: Must be highly computer literate; some design experience is required. Knowledge and understanding of marketing concepts is required. Excellent organizational and communication skills are required. The ability to work on multiple projects simultaneously is required. The ability to proactively work with other staff in planning and implementing a marketing program is required. The ability to meet targets and deadlines while working accurately with attention to detail is required.
Other: The scope of the job occasionally requires evening and weekend work. Occasional overnight or out-of-town travel is required.
ESSENTIAL DUTIES AND RESPONSIBILITIES
1. Develops and assists in the implementation of a marketing and recruitment plan for Adult Student Services, ensures integration of Adult Student Services’ marketing with campus-wide marketing efforts, and coordinates marketing and recruitment with Adult Student Services, Admissions, and other Enrollment Services units.
2. Provides information needed for decision making by preparing and submitting reports on the marketing effort as requested by the Director and plans, develops, and implements monitoring/evaluation processes for all marketing efforts.
3. Undertakes relevant research and data collection and analysis in order to make informed recommendations to management on effective promotional strategies.
4. Utilizes targeted promotional efforts by identifying appropriate target audiences for Adult Student Services through marketing research and developing and maintaining accurate and current prospect databases.
5. Researches and tracks retention and graduation rates of adult and nontraditional students in order to identify effective marketing techniques for that population and make recommendations to the Director of Adult Student Services.
6. Improves the effectiveness of marketing strategies by staying abreast of new media and emerging technologies and maintaining up-to-date databases.
7. Works with Publications and Marketing to facilitate the production of all Adult Student Services marketing pieces, both print and online, and ensures that all publications comply with University guidelines and procedures and USPS regulations.
8. Develops and maintains an active web-presence for Adult Student Services by working in conjunction with web designers and ensures that the web site is in compliance with University web standards.
9. Remains competent and current through self-directed professional reading, developing professional contacts with colleagues, attending professional development courses, and attending training and/or courses as required by the Director of Adult Student Services.
10. Contributes to the overall success of Adult Student Services by performing all other duties and responsibilities as assigned.
The Integrated Marketing Specialist is supervised by the Director of Adult Student Services but may be assigned to work under the direct supervision of a program coordinator for specific projects. The Marketing Specialist may supervise student workers and graduate assistants.
OFFICE OF HUMAN RESOURCES
REVISED OCTOBER 2009
JOB FAMILY 4
Factor 1: Professional Knowledge, Skill, and Technical Mastery
Level 2 - 900 Points: Entry-level professional knowledge of the principles, concepts, practices, and methods of non-technical administrative and managerial functions. Knowledge permits the employee to carry out basic recurring tasks and routine portions of assignments or to carry out less demanding professional elements of assignments in areas including communications, social sciences, art and design, education, and related functions while gaining in familiarity with the University's policies and goals, business practices and/or accounting systems. This level of knowledge permits the employee to schedule and carry out the steps of a limited operation or project to complete stages of a multi-phase project. Knowledge at this level is typically acquired through a combination of formal education and/or training and experience that includes a requirement for a college degree in an unspecified field or a specific background in a non-technical area. Knowledge requirements may also include a limited amount of related work experience.
Factor 2: Supervisory Responsibility
Level 2 - 130 Points: Regular, but limited, supervision, training, or directing the work assignments of (a) small numbers of student, part-time or temporary workers, or (b) one or more permanent, full-time employees. The nature of supervision is largely confined to scheduling work and assigning tasks. Supervision at this level typically does not include a full range of supervisory responsibilities, and supervisory duties typically do not consume a large portion of the work day.
Factor 3: Interactions with Others
Level 2 - 100 Points: Interactions are generally routine and structured involving employees inside the University, students, or the general public. The purpose may include obtaining or clarifying facts, coordinating work, solving recurring problems, or providing factual information to others. Contacts may be with coworkers or structured exchanges with students, faculty, or the general public, and are generally for the purpose of exchanging information.
Factor 4: Job Controls and Guidelines
Level 2 - 250 Points: The employee carries out a group of procedures using the general methods and desired results indicated by the supervisor. Typically, standard operating procedures, handbooks, and/or reference manuals exist for most procedures, but the employee must select from the most appropriate of several guidelines and make minor adjustments to methods. Unforeseen situations are normally referred to others for resolution. Assignments are related in function and objective, but processes, procedures, or software varies from one assignment to another. Based on the assignment, the employee uses diverse, but conventional, methods, techniques, or approaches. Employees in jobs at this level may perform work that is moderately complex, but normally performed within a fairly narrow and specific functional area.
Factor 5: Managerial Responsibility
Level 3 - 850 Points: Work involves providing significant support services to others both within and outside of the department that substantially influences decision-making processes. Work activities are complex and others rely on the accuracy and reliability of the information, analysis, or advice to make decisions. Work activities have a direct, but shared, impact on further processes or services, affect the overall efficiency and image of the department, and may have material impact on costs or service quality within the cost center. Incumbents may be responsible for identifying areas of need and for developing proposals that request funding to fulfill those needs.