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General Description (Purpose and Function):

The Director of Engagement Communications is responsible for developing and overseeing the execution of a strategic communication plan, content, social media, digital initiatives, and integration of interactive media into the overall Office of Engagement business strategy. In addition, the Director will lead the Engagement team with traditional and online marketing and communications strategies.

Primary Duties and Responsibilities:

Provide a comprehensive communication plan and strategy for the Office of Engagement leading the efforts to use a variety of communication tools including but not limited to social media, website, and email, to engage constituents with one another building stronger networks and community.
Develop a social media plan to define the voice and build followers for the University of Miami Alumni Association brand across all social media platforms including LinkedIn, Instagram, YouTube, Facebook, and X.
Lead community management efforts across all social media platforms, focusing on brand outreach and engagement with user-generated content (UGC).
Create and manage the social media content calendar, creating, scheduling, and publishing content, and engaging with the UM Alumni Association’s online community in ways that support overall strategy goals.
Monitor and engage with brand mentions and conversations to maintain a positive online reputation for the UM Alumni Association and focus on building the strongest possible professional and educational reputation for alumni, the university, and the brand by showcasing alliances, special guests, corporate connections and more.
Lead social media data reporting and analysis efforts, providing valuable insights into performance metrics and campaign effectiveness. Act as an in-house expert on social media trends, staying informed about platform updates, emerging technologies, and industry best practices.
Monitor the ’Canes Communities and alumni affiliate group social media channels (approximately 40) to provide guidance on content/strategy to ensure that communications serve to enhance the University brand, advance the strategic goals and priorities of the Alumni Association, and effectively engage alumni and friends of the University.
Provide some ’Canes Community and event-related social media support to lead live and other types of real-time posting on their social media channels.
As needed, collaborate with other campus social media managers to share strategies, and collaborate on campus-wide projects or initiatives.
Develop, manage, and schedule paid digital campaigns ensuring alignment with overall strategy and objectives.
Create content that demonstrates thought leadership and push to educate even the most casual of followers to position the brand as a place of great intellectual strength.
Utilize social proof theory to proactively develop and publish content that is so enticing people are moved to be engaged with the alumni network.
Work to amplify and continue to refine/define the brand voice of the UM Alumni Association so that it is distinct and appealing and sets it apart from any other University of Miami voices that are publishing online.
Make strategic use of html tags, hashtags, and any other links to build presence and support content showing up very high in search results.
Analyze social media analytics to understand what content is most effective and deploy strategies to improve organic and paid social performance.
Write optimized copy for alumni publications including social media, newsletters, emails, as well as serve as a copy editor for central alumni communications.
Manage the ideation, storyboarding, and production of traditional and digital creative, including collateral, graphics, video, and social media.
Serve as a partner to University and Development Communications to deploy central massive alumni communications including eblasts, the alumni newsletter and Miami magazine.
Work with partners within the Office of Engagement to deploy the monthly ’Canes Community newsletters and events digest publications.
Ability to design graphics for digital communications including newsletters and social media as well as videography and editing.
Provide traditional marketing and communication strategies supporting the Office of Engagement with content creation, writing, proofreading, and editing.
Generate and manage monthly/quarterly reports on attendee counts, communication campaign results, open rates, and social media reach as well as initiate advanced analysis to assist in strategic planning.
Create interactive content for the University of Miami Alumni Association website using video, audio production, and photography.

Knowledge, Skills, and Abilities:

Must demonstrate a passion for emerging media trends and technology.
Working knowledge of photography, videography, graphic design skills, use of Photoshop, video production and editing experience.
Online writing experience, html knowledge and experience with social aggregators’ Hootsuite and XPro/tweetdeck a plus.
Expert platform knowledge of Facebook, Instagram, LinkedIn, YouTube, TikTok, and emerging social media platforms.
Proficient in social media publishing, listening (SEO), and reporting tools.
Exceptional copywriting and copy-editing skills, with the ability to create engaging social media captions and content.
Keen attention to detail and a proactive approach to communication engagement.
The right candidate will be a creative, diplomatic, well-organized colleague who is able to work within a cross-functional team with demonstrated excellence in interpersonal, project management, and presentation skills.
Flexibility and responsiveness to deal with complex problems and strategic opportunities is imperative for success.
Excellent verbal and written skills and knowledge and experience in traditional communication methods required.

Education & Work Experience Requirements (Essential Requirements):

Candidate must have a bachelor’s degree in communications, marketing, or a related field.
Five plus years of experience in customer service, alumni relations, marketing, advertising, public relations, journalism, or online marketing (including demonstrated social media experience).
Previous experience in the development and implementation of social media strategies and a familiarity with online marketing best practices. Equivalent combinations of education/experience may be considered.

The University of Miami is an Equal Opportunity Employer - Females/Minorities/Protected Veterans/Individuals with Disabilities are encouraged to apply. Applicants and employees are protected from discrimination based on certain categories protected by Federal law. Click here for additional information.

Job Status:

Full time

Employee Type:

Staff

Pay Grade:

A12

University of Miami

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Director, Alumni Engagement Communications