Manager, Web Strategy

University of Waterloo - Waterloo, ON (30+ days ago)

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Responsible for developing, implementing and managing the University’s primary web-related strategies, including defining the design and user experience for the University’s web environment, information architecture (IA) and documentation (site maps, navigation models, content models). Provide leadership and guidance on all information architecture and web design within University Relations and to colleagues across campus

Program Design and Delivery

Take a lead role in the management, implementation, support, measurement and continuous improvement of web-related and other multi-platform digital projects including web sites, web documents, and e-communications in alignment with the university’s strategic priorities
Set the direction and standard of excellence for design and user experience across University web properties
Develop effective IA/UX solutions that provide optimal pathways for site visitors while meeting University needs
Define UI and related guidelines to ensure consistent, cohesive experience across University sites
Define information architectures for websites (navigation menus & navigation paths)
Work collaboratively with content strategists, web designers, content management system (CMS) team and others as required to develop effective, forward-thinking solutions for the University’s prioritized websites and other digital requirements
Review and approve University website design deliverables
Define and contribute to the improvement of relevant team processes
Advocate for web usability across the University
Define and maintain a controlled taxonomy (vocabularies) in the web CMS – including guiding principles
Define and maintain controlled vocabulary for digital asset management (DAM)
Define the metadata for web pages and for content types.  Define the functions specifications for web pages
Work with digital teams and others to implement website modifications to improve Search Engine Optimization (SEO)
Lead/apply immersive user research, concept testing, usability testing, and analytics
Demonstrate an understanding of B2B and B2C marketing strategies, requirements and related metrics (e.g. funnels, conversion) and how they are supported by an online environment
Evaluate and provide recommendations re: emerging platforms and digital trends
Monitor and report on metrics for web and digital initiatives (eg. Google Analytics)
Provide counsel and support to marketing and communications colleagues regarding effective digital and content marketing best practices, platforms and processes
Training and Support

Provide day-to-day support for departments campus-wide in defining/refining their information architectures, functional specifications, controlled vocabularies and user experience
Respond, develop, and implement training for campus constituencies including professional development on relevant topics; identify problem areas, develop solutions, and create online resources
Collaboration and Outreach

Work closely and collaboratively with web content strategists/specialists and the content management system (CMS) team to optimize content and navigation to meet user needs and the University’s needs
Work closely with the entire University Relations team to ensure an integrated marketing approach to content development and delivery
Other Duties

Performs other duties of a comparable level/type as assigned
Bachelor’s degree or higher in a relevant field
5+ years of experience in information architecture and user experience with expertise in designing usable web-based interfaces in complex environments
3+ years of experience in content marketing and SEO strategy development
Extensive experience in web content management systems
Experience in measurement of IA/UX performance
Experience working with digital advertising and media agencies and/or as part of an in-house digital marketing team
Experience working within a Drupal environment is an asset
Expert in IA and UX design (e.g., user behaviour, complex taxonomies, metadata frameworks, and templates for content management systems, navigation, usability, accessibility standards, etc.)
Deep understanding of search engine optimization (SEO), related strategies and projected trends
Ability to develop plans, and execute flawlessly against them in a highly collaborative and distributed environment
Ability to work with campus leaders in a consultative fashion
Strong knowledge of all user interface technologies
Hands-on experience with standard design and documentation tools
Strong organizational skills and ability to handle multiple tasks and meet deadlines
Ability to manage commitments and deadlines across multiple projects and groups and flexibility to adapt to unexpected and time sensitive demands
Excellent written and verbal communication skills and presentation skills
Keen sense of responsive client service
Strong analytical and problem-solving skills
Experience developing audience/user personas and user journey mapping
Experience in web/digital design is an asset