Associate Director, Digital Engagement & Marketing (7455U) Haas School of Business 41437
University of California Berkeley
Location: Berkeley, California
Internal Number: 3378136
Associate Director, Digital Engagement & Marketing (7455U) Haas School of Business 41437
At the University of California, Berkeley, we are committed to creating a community that fosters equity of experience and opportunity, and ensures that students, faculty, and staff of all backgrounds feel safe, welcome and included. Our culture of openness, freedom and belonging make it a special place for students, faculty and staff.
The University of California, Berkeley, is one of the world's leading institutions of higher education, distinguished by its combination of internationally recognized academic and research excellence; the transformative opportunity it provides to a large and diverse student body; its public mission and commitment to equity and social justice; and its roots in the California experience, animated by such values as innovation, questioning the status quo, and respect for the environment and nature. Since its founding in 1868, Berkeley has fueled a perpetual renaissance, generating unparalleled intellectual, economic and social value in California, the United States and the world.
We are looking for equity-minded applicants who represent the full diversity of California and who demonstrate a sensitivity to and understanding of the diverse academic, socioeconomic, cultural, disability, gender identity, sexual orientation, and ethnic backgrounds present in our community. When you join the team at Berkeley, you can expect to be part of an inclusive, innovative and equity-focused community that approaches higher education as a matter of social justice that requires broad collaboration among faculty, staff, students and community partners. In deciding whether to apply for a position at Berkeley, you are strongly encouraged to consider whether your values align with our Guiding Values and Principles, our Principles of Community, and our Strategic Plan.
UC Berkeley's Haas School of Business offers a unique opportunity to champion new ideas, collaborate across boundaries, and continually learn in a workplace committed to increasing diversity and creating a welcoming environment for all. Our distinctive culture is captured within our four Defining Leadership Principles: Question the Status Quo, Confidence Without Attitude, Students Always, and Beyond Yourself. These principles distinguish Berkeley Haas as a unique environment, conducive to teamwork, collaboration, and career growth.
The Haas School of Business develops innovative leaders - individuals who redefine how we do business. Berkeley-Haas, the second oldest business school in the United States, educates ~ 2,200 students each year in six degree-granting programs, and hundreds more through executive education programs. A team of ~230 staff members support these students, faculty, and alumni.
Application Review Date
The First Review Date for this job is: 9/5/2022
The Associate Director, Digital Engagement & Marketing develops electronic communications when communications knowledge, rather than Information Technology knowledge, is paramount. Includes website content development, or producing communications or instruction using the web, audio, video, and other electronic media, which may involve writing, editing, designing, producing and/or programming.
Strategizes, develops, creates, disseminates, and maintains websites, e-newsletters, and email/messaging systems; produces the content for those electronic tools; markets events, news, services, and online resources to alumni & students; and produces instruction & technical support for staff internal users and volunteer/alumni external users. The production and maintenance responsibilities include extensive writing, editing, & some programming, as well as some visual design.
Website & Social Media:
Manage content and design layout for a variety of online applications specifically for Development & Alumni Relations (DAR) website.
Maintains and audits regularly the entire Development & Alumni Relations (DAR) website, including responsibility for and focus on the creation and generation of content, images, and stories that showcase and highlight alumni benefits and services.
Including annual creation of MBA Reunion and Alumni Conference microsites
Ensures that DAR website and social media presence and strategy (Slack, Facebook, LinkedIn, and Instagram) are integrated with all communication messages and channels in collaboration with key program staff/stakeholders around programs (e.g. Big Give, Reunion), alumni benefits and events.
Collaborate with Haas MarCom on website branding and style guidelines as well as social media amplification/synchronization and newsletter content
Responsible for developing and executing a digital engagement strategy, which will focus on increasing awareness of the alumni network through existing social media channels
Responsible for developing and executing digital engagement strategy & social media posts for all signature events as well as coordination of day-of-event social media for all signature events.
Implement the strategy and manage, monitor, and analyze the ongoing results
Strengthening online presence, driving user engagement with content on social channels, and identifying influencers and partners who can build awareness.
Manage, create, and post content (and repurposed content) on social media sites, including Berkeley Haas Alumni LinkedIn groups, Facebook, and Instagram as well as alumni Slack channel.
Digital Newsletter Communications: Promotion, Production, & Coordination:
Meets and consults with clients (MarCom, MBA CMG Advancement Services, alumni engagement team, DEI team) on a variety of electronic communications projects (including moderately complex assignments) and develops, presents, recommends, and posts web content and visual material. Specifically:
Strategizes and develops content for campaigns to increase awareness among alumni and students of the benefits and services available to them through the Berkeley Haas Alumni Network; including specific focus on writing and segmenting communications for target audiences.
Writes, drafts, compiles, and sends email communications around news, benefits, and regional activity. This includes:
Compiles and drafts content and stories for the Berkeley Haas Alumni Newsletter
Compiling event announcements and listings for World Wide Events Bulletin
Compiling job postings, career articles, and workshop offerings for AlumniJobs e-newsletters
Create and manage the Development & Alumni Relations Office communications calendar; coordinate and schedule the email flow and dissemination
Collaborates with Director, Alumni Engagement & Leadership Development on formatting and sending Alumni Council communications
Collaborates with Associate Directors of Student-Alumni Engagement and Student Philanthropy on monthly Student Newsletter
Compiles, builds, and maintains mailing lists via campus email platform based on input from key program staff/stakeholders
Designs student and recent graduate communications and websites for the student-to-alumni transition
Post general school and university events open to alumni (DSS, New Thinking in a New Economy Lecture series, DEI) events on Haas School Master Event Calendar
Serves as the marketing lead and strategist on copy, segmentation, preparation, and scheduling for all mass communications via campus email platform, for example:
BerkeleyHaas magazine promotions (e.g. alumni note submissions; digital edition ready)
Select dean's office communications
Other items as specified.
Supports MarCom's requests for specific email communications to select alumni segmentations for a variety of school ranking surveys and responses.
Supports Dean's Office and MarCom's requests for specific email updates to select alumni & donor segmentations.
Serves as backup email communication preparer for Assistant Director and Associate Director, Alumni Engagement Initiatives.
Accountable for ensuring technical accuracy and understandability of website content.
Metrics and KPIs (Key Performance Indicators):
Collects, compiles, analyzes, and reports on DAR metrics to identify trends, and measure communications engagement, including (email, social media, web)
Audit existing digital marketing strategies and tactics, identify appropriate KPIs and develop a measurement plan.
Maintains currency with emerging and state-of-the-art technical and other web-related equipment, requirements, and developments (for example, accessibility issues) and recommends and as directed, takes action to ensure compliance.
Liaises with DAR's Advancement Services unit on select online communication tools (@cal, Salesforce Marketing Cloud, Tableau) and platforms specifically focused on email communications and marketing.
Social Media Event Staffing:
Collaborates with Associate Director, Event Marketing on developing and executing digital engagement strategy for pre-, day-of-, and post-event social media for all signature events.
Provides general logistical support on live streaming events, as needed.
Leads training sessions for online tools and best practices at events, as needed.
Professional Learning and Growth:
Actively contributes to a team environment that fosters and promotes a culture of diversity, equity, inclusion, and belonging (DEIB) within the unit and at Haas
Exemplifies Haas' four Defining Leadership Principles: (1) Question the status quo; (2) Confidence without attitude; (3) Students always; and (4) Beyond yourself.
Thorough knowledge of the fundamentals of writing, grammar, syntax, editorial style, and punctuation, including the skill to write in a clear and lively style.
Thorough understanding of technical language and requirements of the assigned work.
Thorough knowledge of content management systems and/or relevant web applications used for website production, and campus-specific computer application programs.
Thorough skills to create clear, easy-to-navigate, informative, accurate, well-designed, and functional websites that provide web content consistent with the campus message and in keeping with management directives and client objectives.
Thorough understanding of institutional processes, procedures, and applicable rules and regulations for online communications.
Thorough technical skills in computer applications for web production, image handling, publishing and design, illustration, presentation preparation, animation, web interaction, email delivery, and/or other state-of-the-art web communication capabilities.
Thorough interpersonal communication skills, including political acumen and skill in troubleshooting and applying proactive and positive solutions.
Thorough skills to develop and implement original ideas and correctly identify and effectively solve problems.
Strong project management and strategic planning skills.
Strategic and creative thinker; strong analytical and critical-thinking skills
Strong brand-building/awareness experience
Proven problem-solver with resolution and negotiation skills
Required skills: WordPress
Desired skills: knowledge of HTML, CSS, Adobe Creative Suite, Google Analytics, Canva, Canto, Cvent, CADS, Evertrue, and @cal
Experience training and working with student workers.
Education and Training:
Bachelor's degree in related area and/or equivalent experience/training.
Salary & Benefits
Salary commensurate with experience up to $104,000 annually.
For information on the comprehensive benefits package offered by the University visit:
Please submit your cover letter and resume as a single attachment when applying. Please upload the document in the Resume section, then skip the (optional) Cover Letter upload section.
This is a 100% time career exempt position with full benefits.
The Haas Development and Alumni Relations team embraces flexible working arrangements for its employees. Exact arrangements are determined in partnership with your supervisor to meet role responsibilities and department needs, and are subject to change. This role is eligible for a hybrid work plan and requires occasional evening and weekend work, as needed.
Conviction History Background
This is a designated position requiring fingerprinting and a background check due to the nature of the job responsibilities. Berkeley does hire people with conviction histories and reviews information received in the context of the job responsibilities. The University reserves the right to make employment contingent upon successful completion of the background check.
Equal Employment Opportunity
The University of California is an Equal Opportunity/Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status. For more information about your rights as an applicant see:
The University of California was chartered in 1868 and its flagship campus - envisioned as a "City of Learning" - was established at Berkeley, on San Francisco Bay. Today the world's premier public university and a wellspring of innovation, UC Berkeley occupies a 1,232 acre campus with a sylvan 178-acre central core. From this home its academic community makes key contributions to the economic and social well-being of the Bay Area, California, and the nation.