University of Rochester Director of Content Strategy and Assessment in Rochester, New York
Full Time 40 hours Grade 056 Ofc University Communications
8 AM-5 PM
Reporting to the Associate Vice President of Communications and Strategy, the Director of Content Strategy and Assessment supports an integrated communications strategy across multiple channels. The Director serves as an advocate and steward of University audiences, analyzing data and advising on the most effective ways to share our stories.
The Director is an expert in content marketing, audience segmentation, and measurement, with a passion for data-informed decision making. S/he plays a key role in identifying which metrics are most relevant to the University’s content mission and audience engagement goals, tracking progress against those goals, and creating dashboards to communicate the findings. In particular, s/he provides strategic assessment of how content is shared across Arts, Sciences and Engineering, the University’s largest academic unit; on the Newscenter and rochester.edu; the University’s official social media channels; flagship print publications; and in the media.
The Director is responsible for creating comprehensive analyses that track whether or not constituents are receiving timely, relevant content aligned with the University’s goals. The Director will work with communications colleagues, advising on content formats and channels to meet program goals and objectives, and evaluating success. S/he will also consult with deans, directors, and senior leadership at the University on important communications projects and strategies.
Under general direction and with considerable latitude for independent judgment and action:
Research and Assessment
- Develops and manages a research program for University Communications, including audience/stakeholder research, reputation research, benchmarking of communications channels, SEO, and focus groups. Sets goals and tracks user trends on key channels.
- Recommends and leads research and analytics projects in collaboration with other departments at the University, including Admissions and Advancement and Alumni Relations.
- Conducts content audits across a network of sites and social media accounts. Ensures performance of content is regularly analyzed and makes data-informed decisions on content strategy.
- Gathers and analyzes quantitative and qualitative metrics from multiple sources (e.g., FalconSocial, Cision, Twitter Analytics, Facebook Insight, GoogleTrends, Google Analytics, and other sources).
- Produces reports and analysis for key stakeholders to understand impact and effectiveness of communications. Identifies patterns and trends, and helps colleagues understand the story behind numbers and translate data into actionable items.
- Delivers insights with actionable recommendations that drive strategic and tactical decisions related to platform optimization and overall content strategy.
- Develops and manages the University Communications Dashboard that pulls data from various programs and reflects impact of news stories and social media engagement.
Strategy and Leadership
- Helps develop and advises on an “audience-first” content strategy to support the University’s strategic communications goals nationally and internationally. Working with colleagues in University Communications, identifies key audiences and content mission, sets clear objectives for content, and tracks how content performs against priorities.
- Consults with and counsels deans, directors, and senior leadership at the University on communications strategies and projects.
- As needed, writes, edits, and creates a range of strategic content that supports the University’s goals and audience engagement.
Counsel and Collaboration
- Actively collaborates with senior staff in the department to provide effective guidance to content creators on how content performs across channels. For example, certain videos perform better on Facebook than Vimeo; 500 words is the optimal length for a blog post.
- Identifies timely, trending topics in the media relevant to the University, including higher education and general cultural trends, that can be developed into innovative, audience-focused communications.
- Advises on the development of multimedia content such as video, audio, and graphics.
B.A. and a minimum of 5 years’ experience in Communications, Marketing, Digital Media, or a related field; or an equivalent combination of education and experience. Prefer Master’s degree in communications, marketing, or related field and experience working in a higher education setting.
- Comfort with speaking about/advocating for content marketing and data analysis at both internal and external meetings and events, and as part of the University’s content initiatives (i.e., willing to be a cheerleader for content strategy and data).
- Experience with analytics tools and familiarity with analytic suites of major social media platforms.
- Expertise with keyword and SEO analysis and implementation.
- Passion for learning and data-informed decision making that shapes a holistic view of the University across all aspects of the user experience.
- Ability to translate metrics into memorable and actionable stories.
- Ability to successfully work independently and in collaboration with others on a team.
- Outstanding communication and interpersonal skills, including proficiency with negotiation and mediation to ensure mutually beneficial outcomes for all stakeholders.
- Ability to organize activities effectively, prioritize assignments, and participate in high-level communication strategy discussions.
- Intellectual curiosity and a passion for staying on top of the latest industry trends, including an active interest in the latest media platforms and technology tools, as well as how to apply them to content creation and distribution.
- Enthusiasm for team building and innovation.
EOE Minorities/Females/Protected Veterans/Disabled
Job Title: Director of Content Strategy and Assessment
Location: Central Administration
Job ID: 201867
Full/Part Time: Full-Time