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Associate Director, Digital Experience, Marketing, University Relations

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Job ID: 15677

Updated: July 19, 2018

Location: Main Campus

Position Overview

The Marketing team within University Relations is currently seeking a Full-time Regular Associate Director, Digital Experience .

In this role, the Associate Director, Digital Experience reports to the Senior Director, Marketing in University Relations, and is responsible for the development, implementation and effectiveness of university-wide digital marketing and communications platforms and technologies in support of the university's goals. This person will lead the digital experience portfolio into the next phase in the evolution of UCalgary's digital marketing and communications.

The Associate Director, Digital Experience leads a team of digital experience specialists to build and refine UCalgary's digital platforms and supporting frameworks and processes to support user experience journeys and offers expertise in leveraging these platforms to achieve specific outcomes. The person in this position ensures that the university's public-facing web presence is constantly evolving to deliver state-of-the-art experience, connecting to wider digital platforms and technologies as needed, and playing a critical role in converting key audiences while contributing to the overall marketing goals and objectives.

While the role does not require shift work, it is expected that the incumbent will engage in evening or early-morning activities as required from time to time in order to represent the interests of the position at key meetings, stakeholder consultations, and events.

Position Description

Summary of Key Responsibilities (job functions include but are not limited to):


  • Working with Senior Director, Marketing and the team to develop and execute a digital strategy in the marketing and communications realm to advance the overall external image and reputation of the university
  • Oversee the overall digital marketing and communications strategy and digital user experience for the university
  • Strategically align the digital initiatives with the University of Calgary vision and brand
  • Plan, develop and manage delivery of tactics to support the digital strategy to meet marketing and communications targets, increase awareness of the University of Calgary, and leverage digital channels to increase retention and increase acquisition and penetration rates
  • Leverage research-and-insights results to develop digital initiatives
  • Provide a superior digital experience for audiences consistent with usability trends to meet audience needs and university objectives; enhance audience experiences aligned with branding, via usability, and using a collaborative integrated marketing approach
  • Work closely with university leaders to identify opportunities to increase retention and acquisition via digital channels resulting in a tighter integration of digital initiatives with university-wide strategic directions
  • Report on results for digital channels and initiatives
  • Educate and recommend new media sources and technologies, programs, and activities that coordinate with specific departmental goals and budgets; help to augment existing programs with new media strategies


  • Develop and maintain productive relationships with senior management, other leaders and members of the university, academics, students, the external community and with the digital marketing and marketing communications profession
  • Provide digital marketing consultation to leadership and areas across the university helping to develop customized digital marketing-communications initiatives
  • Participate actively in the cross-campus Marketing Council and provide support to its members 
  • Participate in the Integrated Web Working Group, leading issues related to governance and policy in the digital space
  • Build a strong network with university colleagues involved with digital and web design in various departments on campus
  • Analyze and make recommendations about organizational structures to assure coordination and productivity, and to enhance, communicate and promote collaboration across campus. Actively nurture a healthy partnership and resourcing exchange with the information technologies department (IT)


  • Manage and oversee major digital communications initiatives
  • Identify measures of effectiveness for digital initiatives; drive program evaluations
  • Ensure quality, excellence and consistency in all digital communication materials
  • Align digital strategies and tactics with university and legislated standards, processes and policies


  • Take accountability for all aspects of supporting reporting staff
  • Create an environment where knowledge-sharing, support, training tools, coaching and staff development ensure that service levels meet or exceed expectations. Foster a workspace that encourages, recognizes and rewards creativity, innovation and excellence, and personal accountability
  • Manage complex issues and challenging interpersonal interactions with composure and diplomacy


  • Develop project budgets, and subsequently manage the finances related to these project-specific budgets and oversee expenditures
  • Work with the Senior Director, Marketing to articulate spending priorities, monitor adherence to budget commitments, and investigate discrepancies.
  • Provide regular updates, including written reports and data collection, to the Senior Director, Marketing and AVP Marketing

Qualifications / Requirements:

The ideal person for this role is a professional with rich experience in the digital world, effective leadership style, and a personal passion for this area of rapid change and innovation. He/she should be able to solution around digital platforms including CMS, digital campaign management, personalization, targeting, digital analytics, mobile applications, etc. This person should always be looking to test new ideas and technologies with the objective of improving the user experience across all device types. The role requires an enthusiastic yet patient personal style that allows for effective counsel in a discipline that is often poorly understood by key stakeholders. It demands vision, planning, collaboration, technical fluency, experience with metrics and reporting, and creative thinking.

  • A post-secondary degree in business, digital strategy, marketing, marketing communications, or a related field, or equivalent work experience
  • Minimum of seven years' experience in the digital marketing and communications field, preferably with some years with responsibility for supervising employees
  • Proven ability to influence, lead and motivate others. Demonstrated ability to work with staff at all levels, under pressure and to tight deadlines, and to handle multiple priorities (in diverse subject areas) and competing deadlines
  • Strong understanding of and experience with leveraging marketing opportunities in the digital domain, including campaign, process automation and customer relationship management tools
  • Critical thinking and analytical skills to enable assessment of opportunities
  • An entrepreneurial spirit and willingness to think differently and the fundamental desire to question everything would help in the growth and distinction of the university
  • Strong interpersonal skills and a proven ability in building and maintaining relationships, including a sincere commitment to working with and coaching constituent groups with varying levels of understanding of the digital space
  • Excellent written and verbal communications skills including the ability to translate technical concepts into simple language or visuals to assist understanding among campus colleagues and leaders
  • Website management and development experience; ability to coach and guide people with these skill sets effectively.
  • Experience at a digital agency will be an asset
  • A strong understanding of multi-channel delivery
  • Ability to work independently and take initiative, yet to work collaboratively where required in a complex organization
  • Excellent project and time management skills, strong analytical and problem-solving skills, a high attention to detail, and an ability to manage external vendors well
  • Proficiency in Adobe CS/CC and basic web technologies
  • Knowledge of Microsoft Office products, including Word and Excel, PowerPoint and other graphics and/or presentation software
  • Asset: knowledge of issues facing the post-secondary education sector and a keen interest in acquiring knowledge on the latest developments in the field
  • Assets: familiarity with the Drupal web platform or other open-source web platforms, PeopleSoft ERP, common email marketing and events management tools, and web analytics tools

Application Deadline: June 15, 2018

We would like to thank all applicants in advance for submitting their resumes. Please note, only those candidates chosen to continue on through the selection process will be contacted.

Additional Information

This position is classified in the Management Career Band, Level II of the Management and Professional Staff Career Framework.

To find out more about management and staff opportunities at the University of Calgary and all we have to offer, view our Management and Staff Careers website.


About the University of Calgary

The University of Calgary is Canada’s leading next-generation university – a living, growing and youthful institution that embraces change and opportunity with a can-do attitude. Located in the nation’s most enterprising city, the university is making tremendous progress on its Eyes High journey to be recognized as one of Canada’s top five research universities, grounded in innovative learning and teaching and fully integrated with the community it both serves and leads. The University of Calgary inspires and supports discovery, creativity and innovation across all disciplines. For more information, visit

The University of Calgary recognizes that a diverse staff/faculty benefits and enriches the work, learning and research experiences of the entire campus and greater community. We are committed to removing barriers that have been historically encountered by some people in our society. We strive to recruit individuals who will further enhance our diversity and will support their professional success while they are here. We encourage all qualified applicants to apply, however preference will be given to Canadian citizens and permanent residents of Canada.


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