Job Requisition Number: 27292. UC Berkeley Extension is the continuing education branch of the University of California, Berkeley. Extension offers more than 2,000 courses per year in a variety of subjects both online and in the classroom. Extension's administrative departments and units include student records (transcripts), registration, scheduling, international student services, facilities, financial services, and the cashier's office. In addition to the main Berkeley center, it has responsibility for the maintenance and operation of regional centers in San Francisco (Spear Street), Belmont and other leased facilities in the San Francisco Bay Area.
The Marketing Department is a multi-function marketing service provider to the Extension school as well as other UC Berkeley clients. It is responsible for the branding, engagement, enrollment, awareness building, and lead generation for over 70 domestic and international programs. Once a primary point for transactional operations, the unit has shifted towards an entrepreneurial approach dedicated to solving complex problems, driving enrollments and revenue, and generating awareness for new programs. The goals and objectives of the Marketing Department are to provide excellent, comprehensive services to students, staff, faculty, and the general public in our efforts.
The Digital Marketing team is responsible for meeting these goals through paid and organic deliverables across online platforms. The Digital Marketing team works alongside content marketing, recruitment and advising, and analytics/research teams. The person in this role will utilize product and brand campaigns on social media to drive enrollments, revenue, awareness, leads, and growth across online communities for UC Berkeley Extension’s domestic and international initiatives. Ultimately, this person will drive revenue, growth, and facilitate engagement with the community while helping shape the narrative of the UC Berkeley Extension brand as a leader in continuing education.
•Under general supervision, plans, develops, and implements paid and organic social media campaigns and/or community engagement campaigns across channels. •While working with Creative Service to draft, schedule and/or edit posts for paid and organic campaigns. •Ensures good customer service through providing appropriate information to answer questions, including providing data for reports to justify the value & contribution of social communities to institutional KPIs. •Identification of new digital technologies and vendors; assisting with implementation, maintenance, & optimization of digital technologies. •Identification of new & existing opportunities for optimization through A/B tests, target audiences, best times to post, relevant subjects for content generation, etc. •Regularly monitor Google Analytics, Social Media Management & Social Analytics Platforms for insights to campaign performance, website performance, revenue and other leading indicators. •Conducts basic market research and/or sales and generates and uses marketing and/or sales reports for the purposes of optimizing campaign performance & engagement.• Solid knowledge of social media and digital marketing best practices, concepts, and strategies • In-depth knowledge and understanding of social media platforms such as Facebook, Twitter, Instagram, YouTube, LinkedIn, WeChat, niche communities, blogs, stories, etc. • Knowledge of paid social media advertising channels and tools, including Facebook Business Manager, LinkedIn Ads, Instagram Ads, etc. • Strong ability to identify and write clear, engaging, and cohesive messaging with a sharp eye for high-quality, impactful content and imagery. • Familiarity with Google Analytics or other web or social analytics platforms, including creating custom reports and troubleshooting common issues. • Familiarity with digital marketing ad platforms and practices like Google Search and Display Ads and Microsoft Advertising. • Familiarity with SEO best practices. • Passion for educational products and continuing education. • Knowledge of best practices for targeting and tracking social paid and organic posts. • Knowledge of the campus, including its mission, vision, goals, and objectives. • Written and interpersonal communication and client management skills. • Strong analytical and reporting skills and comfort with regularly reporting key KPIs.
Education/Training: • Bachelor’s degree in related area and/or equivalent experience/training. • 1–3 years marketing, content, and/or social media experience, with a solid understanding of engaging an audience and growing the user base of a product or brand. This is a 40-hour per week, 12-month (Contract) appointment.
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.