Director of Marketing Platforms | University Communications Asst Dir/S

Job description

Job no: 698982
Work type: Support Staff
Pay Grade: 15
Major Administrative Unit / College: University Communications
Department: Mktg, Public Rel, And Digital Strategy 10063701
Sub Area: APSA- Pro Supervisory
Salary: Salary Commensurate with Experience
Location: East Lansing
Categories: Full Time (90-100%), Professional Supervisory- APSA, Information Technology, PR/Media/Graphics/Comm/Fund Raising, Union
Working/Functional Title

Director of Marketing Platforms

Position Summary

Michigan State University is in the process of transforming the way it engages audiences online. The director of marketing platforms is a key member of a marketing operations and innovation team that is leading marketing transformation for the university. MSU’s first priority is elevating digital experience on the web, taking an audience-centered approach using a modern web experience platform. This position serves as the platform owner/leader and will work with content, digital experience and analytics leaders to develop strategies and plans for improving experience and ensure the platform is set up to meet the vision and goals for driving deeper audience engagement and business outcomes across the institution. While focused primarily on the web, the position will also play a role in addressing other marketing platform needs and activities that are mostly departmental, not yet having moved into an enterprise platform. This technical leadership position is key to ensuring ongoing improvement and innovation.

The Director of Marketing Platforms is responsible for managing core marketing platforms, determining the best platforms to achieve business goals and ensuring the platforms are managed and optimized to achieve business goals. The position partners with communications and marketing leaders to understand business goals and needs and develops requirements and specifications for new platforms and for ongoing development and improvement of existing platforms. The position creates roadmaps for platforms that align with business goals to ensure platforms evolve to meet future needs. The position partners with MSU IT and vendors for support and development and ensures those efforts are effectively serving the needs of the business. The position establishes and manages processes and procedures to ensure efficient and effective execution related to marketing platforms. The position also serves as a resident technical expert advising communications and marketing leaders on trends and best practices and future investments and improvements.

Characteristic Duties and Responsibilities:

Marketing technology leadership/product owner

  • Works with business leaders and other subject matter experts to understand business needs and translates those into technical requirements and specifications
  • Evaluates platforms and point solutions and identifies solutions that will best meet business need
  • Works with MSU IT and technology vendors on the implementation and support of marketing technologies; ensures technical partners are performing to expectation
  • Collaborates closely with digital experience, analytics and content leaders on new projects and optimization and innovation efforts
  • Works with business leaders and subject matter experts to provide technical/platform expertise to inform communication/marketing strategy; serves as resident technical expert on all marketing technologies
  • Establishes policies, procedures and governance related to marketing technologies to scale support and ensure efficient and effective use of systems and technical resources
  • Continuously maintains expertise within supported platforms and systems and related industry best practices and trends
  • Represents University Communications, as a subject matter expert, among key groups across campus, including the Web Governance Advisory Committee, Web Dev Café and the Accessibility Review Committee

Enterprise web experience platform owner/tier one website technical lead

  • Develops deep understanding of enterprise web experience platform in order to manage overall strategy, roadmap and direction of the platform and ensure it evolves in support of the vision and to meet the university’s communication and marketing strategies and goals; plans and oversees ongoing iteration and configuration
  • Leads ideation and prioritization for new features and capabilities; determines most efficient way to address needs (modification of existing components or development of new); ensures UI/UX materials contain appropriate specifications for development sprints
  • Oversees management of a backlog of user interface, platform authoring environment configuration and related tasks and participates in sprint planning sessions
  • Meets with strategic partner/tier 1 units to discuss technical aspects of platform and technical support model; conducts technical reviews for new projects and conducts gap analysis to determine potential need for new/modified components
  • Manages relationship with and performance of platform partners (MSU IT and vendors); ensures technical work on platform is done to required business specifications and requirements and resolves issues
  • Ensures proper setup and configuration for new sites and leads ongoing user acceptance testing processes in coordination with development teams
  • Coordinates with MSU’s central web accessibility team to ensure components and sites meet MSU’s accessibility standards

Web team leadership

  • Responsible for providing leadership, inspiration and support to members of the web team; ensures team members are engaged and continuously learning and growing; sets priorities and ensures timely completion of assignments
  • Oversees efforts related to the migration of tier two and three websites into the enterprise web experience platform
  • Oversees training and other web support efforts provided by team
  • Develops and/or oversees development and management of all processes, procedures, documentation and systems created to operate an efficient and effective web team supporting websites across the institution
Unit Specific Education/Experience/Skills

Marketing and Digital Communications

The job requires: knowledge equivalent to that which normally would be acquired by completing a four-year college degree program in marketing, marketing communications, computer science or a related area; three to five years of related and progressively more responsible or expansive work experience in integrated marketing and digital communications; supervision and project management; experience in managing and/or implementing research projects and findings; and experience working with web development, web content management systems, video, and photography.

Desired Qualifications

Experience in a marketing agency/PR firm, corporate and/or higher education marketing environment. Completion of a four-year bachelor’s degree in Human Computer Interaction, Digital Communications, Marketing/Communications, Computer Science, or related field.

Three to five years of related and progressively more responsible or expansive work experience in the following areas:

Marketing technology leadership

  • working closely with and advising communications and marketing teams on platform/system capabilities to inform digital strategies;
  • translating web strategy into web development plans that consider digital experience strategy, personas, user journeys, analytics and research;
  • experience working with wireframes and design patterns/systems to enhance experience and drive business outcomes;
  • provide strategic and technical consultation within cross-functional planning efforts related to marketing and communications strategies and goals;
  • understanding of and experience in a product owner role

Enterprise web experience platform leadership

  • managing overall strategy, roadmap and direction of enterprise web experience platforms
  • leading efforts to determine priorities for additions/modifications to improve platform
  • developing specifications and requirements for technical teams that are responsible for technical development, systems configuration and setup and integration

Web team leadership

  • leading, motivating and developing a team;
  • managing and executing numerous website projects and initiatives ranging in size and complexity;
  • proven track record of successfully delivering results in a fast-paced, dynamic environment

Knowledge, skills and abilities in the following areas:

  • knowledge of web development (e.g., HTML, CSS, JavaScript);
  • deep technical understanding of web content management systems/digital experience platforms and related tools/technologies;
  • knowledge of accessibility (e.g., WCAG 2.0);
  • strong technical and analytical skills and abilities;
  • knowledge of trends and best practices in web development;
  • basic knowledge of security, systems administration, hosting, integration as it relates to websites and related platforms;
  • excellent written and verbal communications skills;
  • excellent project management skills;
  • knowledge and experience with waterfall and agile workflow methodologies

Or, an equivalent combination of education, experience, knowledge, skills and abilities.

Equal Employment Opportunity Statement

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, citizenship, age, disability or protected veteran status.

Required Application Materials
  • Resume
  • Cover Letter
  • 3 Professional References
Work Hours


Bidding eligibility ends on 4/13/2021, at 11:55 PM

Advertised: Apr 7, 2021 Eastern Daylight Time
Applications close: Apr 27, 2021 Eastern Daylight Time




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Job No:
Posted: 4/8/2021
Application Due: 4/27/2021
Work Type: Full Time