ADMINISTRATIVE FACULTY JOB DESCRIPTION
APPROVED POSITION INFORMATION
(to be completed by HR)
Effective: 4/1/2015 (action to be implemented 10/1/2015)
Title
Director, Digital Marketing
Essential Function: Sedentary Work
Range
JCC
4
67664
Description: Exerting up to 10 pounds of force occasionally and/or a negligible amount of force
frequently to lift, carry, push, pull, or otherwise move objects, including the human body. Sedentary
work involves sitting most of the time, but may involve walking or standing for brief periods of time.
1. Summary Statement: State the major function(s) of the position, the role in the
university, and the supervisor’s title.* (This section is used for advertisement of the
position.)
Reporting to the Executive Director of Marketing and Communications (MarCom), the Director
of Digital Marketing acts as the business owner to drive aggressive growth through creating and
executing the University’s digital marketing strategy. This includes lead generation, marketing
automation, website properties, and Search Engine Optimization (SEO).
* Attach an organizational chart with positions, ranges, and names for the division.
2. List the major responsibilities, including percentage of time devoted to each. Provide
enough detail to enable a person outside the department to understand the job
(percentage first with heading and then bulleted information). If line of progression,
define for each range as above.
60% - Digital Marketing and Content Strategy
 Develop and implement a digital strategy that differentiates the University of Nevada,
Reno in the industry and supports the university’s overall goals and marketing plans with
a focus on building brand awareness and increasing exposure
 Collaborate with cross-functional teams to plan, deliver, and execute successful multichannel digital, mobile and social media marketing campaigns and measure ROI
 Own the overall lead generation strategy and marketing automation, working closely with
other marketing stakeholders and departments
 Implement SEO and SEM best practices
 Optimize marketing spend and performance based on industry trends and insights
 Build and recommend testing structures, including—but not limited to—A/B and
multivariate research for communications strategy
 Provide thought leadership and industry insights about the interactive space, trends and
emerging technologies, and transfer those insights and knowledge to others
 Collaborate with MarCom stakeholders to identify, propose, implement and maintain a
proactive, results-driven, digital and social media strategy
 Evaluate emerging social and digital tools and platforms to identify how they could be
leveraged to advance business goals
 Monitor competitors and overall industry space to provide recommendations for
enhanced or new digital marketing campaigns
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Director, Digital Marketing
30% - Media Planning, Reporting, and Project Management
 Serve as an internal consultant and expert to the MarCom team on digital media plans
 Identify Return on Investment (ROI) and Key Performance Indicators (KPI) to track and
develop a system to create regular analytics reports on the performance of digital
marketing efforts
 Develop procedures for monitoring, measuring, and evaluating the success of the
University’s online marketing initiatives
 Build a system to transfer campaign learnings and performance indicators in order to
foster continuous improvement
 Contribute to and assist in the creation of the MarCom department editorial calendar
 Collaborate with media and marketing stakeholders to determine ongoing editorial
strategy
 Drive online innovation through continual research and optimization
 Consider and foster vendor relationships, as appropriate, with external technology
companies to network, and provide access to new opportunities in higher education
 Provide perspective in the prioritization of digital projects based on potential impact
 Identify and evaluate potential next generation digital marketing opportunities
 Facilitate communication and strategic alignment across marketing disciplines
 Coordinate, facilitate, and project lead all online marketing efforts, including workflow,
proactive problem solving, time management, and objective timelines
10% - Team Management
 Manage assigned team of Web content specialists
 Provide support for the digital content production effort managed by Web content
specialists
 Provide strategy and direction on digital platforms for Web content specialists
 Drive team toward being more data-driven, analytical, and focused on return on
investment (ROI)
 Assist in projection definition, strategy creation, and accountability of marketing projects
 Team lead for digital analytics, A/B testing and strategy
3. Describe the types of decisions the position(s) makes independently as part of the core
responsibilities. Provide examples. If a line of progression, describe the decisions made
at the highest level.
The Director of Digital Marketing supports the department’s strategic goals set by the Executive
Director by creating and launching comprehensive, multi-channel digital marketing efforts. The
position works on projects independently and/or is the lead on team projects. The position
makes frequent independent decisions in assignment of projects to staff and across a spectrum
of areas, including content strategy, project management, industry best practices, SEO and
Search Engine Marketing (SEM) in collaboration and alignment with direction provided by the
Executive Director. As a unique position within the department, the position plays an
indispensable role in creating, executing, and achieving the University’s and department’s
marketing strategies and goals. The position’s decisions significantly affect the University’s
reputation with internal and external stakeholders and also impacts the business operations of
University units that depend on it to keep their websites and marketing campaigns effective.
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Director, Digital Marketing
4. Describe the types of problems, issues, action, communications this position typically
takes to the supervisor for resolution and/or consultation. Provide examples. If a line of
progression, describe the supervisory consultation at the highest level.
Decisions must be consistent with department goals and the University’s priorities relating to
overall digital marketing and branding for the University as outlined by the Executive Director.
Any changes to the overall mission or goals of the unit must be discussed with the Executive
Director as well as apprising him/her on a regular basis of projects and variations outside of
standards and customer issues. The Executive Director has final approval on exceptions
needed for unusual or more complex issues or circumstances.
5. Select the applicable competencies required to successfully perform the job. The
selected competencies will be evaluated within the Administrative Faculty evaluation as
Competencies for Success.
Competency
Required
Adaptability
☒
Analytical Thinking
☒
Communication
☒
Diversity and Inclusion
☒
Financial Responsibilities
☐
Human Resource Responsibilities
☒
Leadership
☒
Program/Project/Functional Knowledge
☒
Resource Responsibilities
☐
Serving Constituents
☒
Teamwork
☒
Other (specify)
☐
6. Minimum requirements of the position. Example provided.
If Line of Progression, minimum requirements must be defined for each range.
Education and Experience:
Degree
Bachelor’s Degree in communicationsrelated field
Master’s Degree in communicationsrelated field
Experience
Five years of related professional
experience**
Three years of related professional
experience**
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Director, Digital Marketing
Doctorate in communications-related
Four years of comparable managerial
field
experience
Relevant Experience: In content strategy, online media campaigns, social media,
website management, or other duties related to online marketing and strategy
Certification and Licensure: None
Schedule or Travel Requirements: None
Optional Addendum: Describe the knowledge, skills, and abilities required to successful
performance of this job (in bullet format).
Knowledge of:
 Content strategy
 Content production
 Content marketing
 SEO
 Search engine marketing
 Organic and paid media
 Brand management
 Audience modeling
 Website analytics platforms
 User experience
 Information architecture
 Content management systems
 Business process modeling
 Social media
 Integrated marketing communications
 Project management
 Industry best practices and technology
 Higher education issues and audiences
 Lead generation
Skills
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Excellent verbal and written communication
Excellent English/grammar usage
Excellent organizational and time management
Expert use of computers and productivity software (MS Office)
Advanced use of website analytics applications (Google Analytics, Google Webmaster
Tools)
Budgeting and project workflow creation
Experience with HTML, coding, and CSS
Basic use of Adobe Creative Suite
Familiarity with SEO and SEM tools (Google AdWords, Moz)
Ability to:
 Create and write engaging content for specific target audiences
 Create and implement advanced analytics reports
 Manage SEO and SEM best practices and issues
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Director, Digital Marketing
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Build Web pages and sites using a content management system
Manage, prioritize, and complete multiple projects/tasks in an efficient and timely
manner while maintaining focus on organizational goals
Think strategically through various channels
Work and interact with a diverse population of colleagues
Maintain confidentiality of sensitive information
Maintain professional business work ethics and standards
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