Digital Marketing Strategist

Position Description

Invitation to Compete # 98-23: Digital Marketing Strategist

Central Library, Marketing and Online Services, 1000 4th Ave, Seattle

Regular, FLSA exempt, full-time position (80 hours per pay period)

$94,523.76 – $114,923.52

Hours include weekdays, and occasional evenings and weekends. Hybrid work schedule available; minimum of two (2) days a week in-office.

This recruitment is open to the public and to The Seattle Public Library’s employees. Please read the How to Apply section of this bulletin for more information. Candidates are asked to submit their application materials in NEOGOV by 5:00 p.m. on Monday, January 15, 2024.

Overview

The Seattle Public Library’s mission is to bring people, information and ideas together to enrich lives and build community. We view Seattle as a city where imagination and opportunity continue to thrive. Since 1891, we have grown from a single reading room in Pioneer Square to a world-class library system with 27 locations.

The Library works every day to foster and support a healthy city and a healthy democracy. We do this work guided by the principles of intellectual freedom, literacy and the love of learning, racial equity, privacy and confidentiality, respect for the community, strong partnerships and innovation. We are an active and committed partner in the City of Seattle’s Race and Social Justice Initiative.

The Seattle Public Library is Seattle’s center of information and knowledge and one of the most popular and valued services in the city. A combined total of almost 14 million visits to our virtual community and physical branches last year provided access to our programs and services and interaction with the SPL brand and other Library patrons. We are always looking for new ways to enhance the user experience, both off and online. Specifically, one of the Library’s five service priorities is to enhance technology to provide discoverability and increased access to collection and materials, enhanced informational assistance, services and experiences.

Library employees are highly regarded by the public for their knowledge, quality of service and caring. As a workplace, we value respectful and transparent communication, partnership and engagement. We are enriched individually and organizationally because of our diversity and growth mindset. We take time to recognize and celebrate the achievements of others. If you share these values and meet the qualifications, the Library invites you to apply for the Digital Marketing Strategist position.

The Digital Marketing Strategist is responsible for the organization’s overall content and campaign strategy, development and execution for the Library’s marketing vehicles across channels including all social media channels. This position reports to the Head of Marketing and Online Services and does not directly supervise any staff.

Job Responsibilities

Any of the following duties may be performed. This description was prepared to indicate the kinds of activities and levels of work difficulty required of the Digital Marketing Strategist. It is not intended as a complete list of specific duties and responsibilities.

Essential Duties:

Digital Marketing

1. Lead and execute multichannel campaign strategy and paid ad buys.
2. Lead Optimization efforts, including but not limited to keyword, copy and CTA (Call-to-Action) development.
3. In collaboration with the Marketing and Online Services Project Manager, monitor analytics tools regularly and assess digital campaign success.
4. Inform website information architecture and user experience-related solutions.

Social Media Program Management

1. Act as Social Media Program Manager, including leading overall strategy and hands-on content production and engagement in conversations on the Library’s social channels.
2. Plan, develop and lead execution and implementation of social media strategy
3. Own social media analytics vendor relationships
4. Report on social media engagement metrics on an ongoing and regular basis.
5. Assist the Head of Marketing and Online Services with strategic goal setting for social media channel engagement and growth.

Content and Marketing Strategy

1. Apply Library tone and style guidelines across multiple project deliverables and promotion channels.
2. Lead, develop and own promotional calendar for print and digital communications.
3. Write, edit and review content adhering to the Library’s tone and style guide for multichannel communications to the public, including: web content, social posts, in-building signage, marketing and transactional emails, website alerts, SMS notices, etc.
4. Assess and recommend improvements for content production and workflows.
5. Oversee and curate digital and non-digital content; identify new content needs; and use scalable content development processes to enable the creation of user-centered, compelling content.
6. Define and lead strategy and produce deliverables for digital experience campaigns from concept through execution and distribution.
7. Regularly oversee content inventory audits to ensure optimal user experience.
8. Contribute to overall marketing strategy and plan development.

Project Management and Communication

1. Manage information, develop project timelines, coordinate with project teams, track project tasks, and create and maintain project documentation as it relates to content development.
2. Communicate project priorities and goals with project stakeholders, developers, and Library-wide staff.
3. Train staff on new content standards and best practices.
4. Participate, as needed, on Library committees, work groups and other cross functional teams as needed.
5. Oversee organizational, freelance and contract writers and editors as needed.

Qualifications

A combination of education and/or training and/or experience which provides an equivalent background required to perform the work of the class listed below will be considered.

Education and Experience:

1. Bachelor’s degree in a relevant field (e.g., English, Communications, Information Management) and at least five (5) years relevant experience managing web content, developing a content strategy, editorial experience or equivalent combination of experience and education.
2. Demonstrated experience writing engaging content for the web and a thorough understanding of effective communication in a digital environment.
3. Demonstrated experience writing marketing/advertising/brand campaign content, including but not limited to headlines, taglines, slogans, calls to action, messaging, etc.
4. Ability to communicate clearly and concisely, both orally and in writing.
5. Demonstrated knowledge of content strategy methods and execution.
6. Experience communicating with a diverse population to gather feedback, foster discussion, instruct, and document complex issues.
7. Ability to influence and inspire cross-functional groups.
8. Must have ability to assess audience needs and to develop content to meet those specific needs.
9. Ability to work both independently and as part of a team.
10. Excellent organizational and project management skills. Ability to balance multiple priorities and meet deadlines.

Desired qualifications based on the focus of the position:

1. At least five (5) years of experience with social media, web content strategy or creating/writing content for digital and traditional media.
2. Experience with Facebook, Instagram, X/Twitter, YouTube, Linkedin and other social media channels.
3. Experience working in both agency and high volume in-house marketing environments.
4. Experience working with AP Style Guides.
5. Experience with Analytic tools, Google Analytics, Sprout Social, etc.
6. Experience with email marketing tools, such as OrangeBoy, Constant Contact, MailChimp.
7. Experience with Adobe Creative Suite.
8. Familiarity with the changing landscape of SEO best practices.
9. Experience working with Web Content Management Systems such as Ingeniux and WordPress and/or other web publication technologies and experience with HTML, CSS, and web accessibility standards.

Skills and Abilities:

• Demonstrates tact and diplomacy under pressure.
• Ability to work both independently and as part of a team.
• Excellent customer service and a positive and enthusiastic commitment to public service.

Additional Information

How to Apply

Please submit the following items by 5:00 p.m. on Monday, January 15, 2023 to be considered for this position. Your application will not be considered if these items are missing or incomplete.

1. Online application with responses to the supplemental questions.
2. A cover letter that describes how your experience and skills align with the stated job responsibilities and qualifications. Please let us know why you are interested in this position.
3. Current resume that summarizes relevant education, professional experience, training and skills.

Applications that do not include a cover letter, resume, and complete online application will not be considered.

Applicants will be screened for competitiveness, completeness, and written communication skills. Initial screening will be based on a review of application materials. The employment history detailed in your application materials MUST validate/support your responses to the supplemental questions. If your responses cannot be validated, you will not proceed to the next steps of the review/selection process. The most competitive candidates will be invited to participate in a series of one or more interviews.

Benefits and Salary Information:

The full salary range for this position is $94,523.76 – $114,923.52 annually.

The City of Seattle offers a comprehensive benefits package including vacation, holiday, and sick leave as well as medical, dental, vision, life, and long-term disability insurance for employees and their dependents. More information about employee benefits is available on the City’s website at: https://www.seattle.gov/human-resources/benefits/employees-and-covered-family-members/most-employees-plans

Information about retirement plans can be found at: https://www.seattle.gov/retirement 

Additional Information

If you have questions regarding this bulletin or employment at The Seattle Public Library, please send an email to job.applications@spl.org. The Library promotes diversity and inclusion in employment. If accommodations are needed during the selection process, please contact us.

Please keep in mind that job offers are contingent on a review of criminal history as well as verification of information provided by the applicant as part of the application process.

The City of Seattle offers a comprehensive benefits package including vacation, holiday and sick leave as well as medical, dental, vision, life and long-term disability insurance for employees and their dependents.

More information about employee benefits is available on the City’s website at: 

“Most” Employees Plans – Human Resources seattle.gov

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