Director of Web Marketing - Digital Communications Specialist 4

Job Summary

The UC Davis Graduate School of Management (GSM) seeks a multitalented web marketing manager with the ability to create compelling web content, update our sites and manage our digital ad campaigns, email marketing, social media channels and relationships with vendor partners.

Under general direction of the Executive Director of Marketing and Communications, lead the development of strategy and the execution of digital marketing and communications that drive innovation and enable the School to engage with internal and external audiences: prospective students, students, faculty, staff, alumni, the business community, donors, other business school deans, corporate recruiters and the media.

Ensures that policies and practices promote consistently high quality and accessible content, design and navigation to support the School’s audiences, as well as the vision, mission and image of the GSM.

Ensures integration and continuity with the campus’s and School’s overall brand identity. As chief advocate for the School’s web presence, represents the needs of the School’s audiences and stakeholders.

Identifies opportunities to improve the quality and professionalism of the GSM web presence by providing training and support materials and advising GSM units on digital planning, strategy, Search Engine Optimization (SEO), analytics, user experience and use of best practices for web and mobile devices.

Coordinate across campus communities, and internal stakeholders utilizing a requirements-driven approach to build engagement, obtain consensus on digital marcom functionality, and facilitate development.

Works with GSM staff, faculty, alumni, students, School stakeholders and outside vendors to deliver compelling and effective digital communications.

Works closely with the Executive Director of Marketing and Communications to plan, develop, analyze, and oversee implementation of GSM’s online marketing and communication goals and digital media objectives and assure that content aligns with School’s goals and objectives. Accountable for project completion, help to define and drive deliverables, and represent the work to stakeholders.


Salary Range $6,150.00-$12,991.67/Month
No. of Positions 1
Appointment Type Career
Percentage of Time 100%
Shift Hours Monday-Friday, 8:00 a.m. - 5:00 p.m.
Location Davis, CA
Union Representation No
Benefits Eligible Yes
Apply By Date 1/25/2022


Provide own transportation to off-site events and meetings. 

Work hours outside standard 8 a.m. - 5 p.m. schedule, occasional evenings and/or nights and varied lunch hours.



  • Project management experience to self-manage multiple high-level projects in a highly productive, deadline-driven environment with multiple outside vendors and partners.
  • Experience administrating content management systems, preferably Drupal. Solid understanding and knowledge of web publishing standards including HTML5, XML and CSS.
  • Experience with website architecture, digital publishing, and web server administration. 
  • Experience managing branded social media accounts, Facebook, Twitter, LinkedIn group/pages.
  • Skill in creating advanced creative, clear, easy-to-navigate, informative, compelling, well-designed, and highly functional websites.
  • Advanced technical skills to create digital assets (Adobe CS, animated HTML5 banners, presentations, and other state-of-the-art applications).
  • Knowledge of web development and web content best practices. Experience with search engine optimization, and online display, search (PPC) and social media advertising. Strong conceptual, marketing and writing skills, and skills to quickly familiarize with brand goals and integrate into actionable copy.


  • Supervisory and leadership skills and experience to hire, assess, guide, and coach cross functional web content contributors in best practices.
  • Specific experience using Drupal content management system, with a demonstrated portfolio of built and maintained sites. 
  • Experience with web brand management in a corporate environment or higher education with cloud server hosting.
  • Bachelor’s Degree or higher in Communications or Marketing and experience in web content development/online marketing.

Positions Supervised

1.0 FTE - Digital Communications Specialist 3 (oversees Graduate School of Management’s student recruitment email marketing and lead tracking)

0.5 FTE – Social Media Specialist (manager of Graduate School of Management’s social media accounts)



Lead creation of digital marketing assets that align with integrated marketing communications efforts, with attention to current and evolving best practices. Guide content contributors’ understanding of how writing, design, video, social media and other media are best integrated online. Oversee online marketing and communication goals and digital media objectives and assure that content aligns with School’s goals and objectives. Provide leadership, guidance and consultation for optimizing landing pages, and implementing automated web processes to reduce labor and increase efficiencies, with attention to usability, SEO, analytics, accessibility standards, brand compliance, consistency with other university sites and audience appropriateness.


Lead daily website content management system operations, redesigns, user experience, and oversee new technologies, content and services. Implement strategies to increase organic search engine traffic to GSM websites. Ensure mobile-friendly responsive design, and compliance with accessibility standards and UC Davis brand identity. Simplify complex websites and relationships between websites for visitors with a diverse set of needs. Review content developed by team editors who maintain their unit’s pages. Manage special web projects as needed (new sections and microsites). Trouble-shoot web issues. Stay abreast of evolving web technologies.


Lead, direct and train web contributors. Allocate resources to meet the highest priorities of the School. Develop web project management and workflow best practices within the School, including the School-wide web calendar. Collaborate within the School to create efficiencies across functions. 


Active oversight of large, multi-user web-based email platforms to send compelling email to School stakeholders and constituencies, including prospective students, students, alumni, faculty, staff, donors, corporate partners and others. Manage and collaborate with Email Marketing Specialist to develop the School’s voice, creative content, timely calendaring and strategy. Monitor email marketing best practices to keep the School in compliance with privacy, security and opt-in requirements.


Manage ad creative and strategy of a $450,000+ annual online advertising budget, collaborating with digital ad agency. Negotiate contract, strategize ad mix and track performance of online ad campaigns to support student recruitment. Design creative for maximum engagement across display, search, social and other platforms. Optimize ad spend based on recruitment events, application deadlines and timely marketing windows.


Active oversight of the School’s main social media accounts to engage followers and build social networks. Manage and collaborate with Social Media Specialist to develop the School’s social voice, creative content, timely calendaring and strategy. Drive web traffic and affinity with social media tools and track metrics. Assist and train staff/faculty/leadership as needed to use and leverage social media.


Implement infrastructure to aggregate online and social media analytics data for GSM websites, social media and third- party vendors. Monitor web and social media analytics applications to provide leadership to recommend data-driven decision-marking. Oversee data collection for monthly reports that include online and social media insights and analyses. Evaluate customer research, market conditions, competitor data and digital marketing best practices.


The University of California has implemented a SARS-CoV-2 (COVID-19) Vaccination Program SARS-CoV-2 Vaccination Policy ( covering all employees.  To be compliant with the policy, employees must submit proof of vaccination or a University-approved exception or deferral.

Background Check

This position is a critical position and subject to a background check. Employment is contingent upon successful completion of background investigation including criminal history and identity checks.

No Smoking

UC Davis is a smoke and tobacco free campus effective January 1, 2014. Smoking, the use of smokeless tobacco products, and the use of unregulated nicotine products (e-cigarettes) will be strictly prohibited on any UC Davis owned or leased property, indoors and outdoors, including parking lots and residential space. 

EEO/AA Statement

The University of California is an Equal Opportunity/Affirmative Action Employer advancing inclusive excellence.  All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, age, protected veteran status, or other protected categories covered by the UC nondiscrimination policy.