Online Marketer

Where will you be working?

The Communications Department consists of about 25 communications professionals who work in clusters on communications, marketing, and events for HKU, both for our academies and our support services. Every day, we collaborate on print and digital productions and communications that contribute to the HKU brand.

At HKU, we work to reach and engage diverse target audiences, each with their own unique needs and preferences. As an Online Marketer, you’ll develop smart and impactful strategies for each target audience. You’ll do this in close collaboration with the marketer, the communications team, and the Creative Team, and you’ll report to the Corporate Communications Team Leader.

With over 4,300 students, the Utrecht School of the Arts (HKU) is the largest arts university in the Netherlands and, as such, one of Europe’s largest knowledge institutions focused on the arts, culture, the creative industries, and arts education. HKU offers a wide range of programs across nine schools.

HKU is at the heart of society. We are rooted in Utrecht and operate nationally and internationally. Learning, researching, and creating together are central to our mission. HKU’s ambition is “to use our arts education and practice-oriented research to provide students with the best possible preparation for a career as professional creators who make an impact on people and society.” As HKU, we are at the heart of that society and strive to be as diverse and inclusive as possible. Our success depends entirely on the quality of our people and the ideas they bring. That is why we are curious about your talent and how you can make a difference for our organization.

What will you be doing?

As an Online Marketer, you are responsible for the strategic and practical implementation of our online marketing goals. You analyze, test, optimize, and execute. In doing so, you take the lead on:

• Developing and implementing target-audience-specific online plans and campaigns based on data analysis and insights into the customer journey;
• Increasing our organization’s online visibility, including SEO optimization and discoverability in AI applications such as ChatGPT;
• Setting up, managing, and analyzing our online channels using tools such as Google Analytics, Tag Manager, and Looker Studio;
• Setting online KPIs and monitoring and reporting results (daily and monthly);
• Optimizing our website in terms of content, user experience, conversion, and the customer journey;
• Purchasing online ads with a focus on price, quality, and return on investment;
• Managing and optimizing Spotler, our email system, including setting up email workflows, newsletters, and mailings;
• Jointly responsible for developing the (online) channel and content strategy in collaboration with the Creative Team.

In this role as an online marketer, you’ll spend about 40% of your time on strategic tasks, 30% on tactical tasks, and 30% on operational tasks. That means: thinking, adapting, and taking action.

What do you bring to the table?

• A bachelor’s or master’s degree, preferably in business administration, communication, or marketing;
• You have at least five years of relevant work experience in a similar position;
• You have extensive experience in brand building (positioning) and working with a CRM system;
• You’re an expert in social media advertising (Facebook Business Manager and Google Ads) and have experience with email marketing (Spotler);
• You have experience developing and implementing an (online) channel and content strategy;
• You are meticulous, know how to collect data using the right software, and can analyze it and translate it into targeted and user-friendly reports;
• You are organized, meticulous, and skilled at creating schedules and monitoring them;
• You have excellent verbal and written communication skills in Dutch and a good command of English. You can write in a way that resonates with your target audience and know exactly how to engage young people; specific experience in youth marketing is a plus.

What do we offer you?

• A key role within the Communications team and plenty of room for creativity, initiative, and professional growth;
• Working with dedicated colleagues in an inspiring environment;
• Flexible work hours and options for hybrid work;
• The gross monthly salary for a full-time position ranges from a minimum of €3,610 to a maximum of €5,378 (pay grade 10), depending on education and experience;
• We offer a one-year contract, with the possibility of a permanent position upon satisfactory performance;
• Vacation pay (8%) and a year-end bonus of 8.3%;
• Time and resources to support your professional development, well-being, and long-term employability;
• A good pension plan, commuting allowance, parental leave, and much more.

Would you like more information and/or to apply?

• If you have any questions, please feel free to contact Corine van Impelen (Director of Communications & HR) at corine.vanimpelen@hku.nl or 06 22 05 62 52
• You can apply until July 14 by answering the questions below and uploading your resume.
• The first round of talks is expected to take place on July 16; the second round on July 18.

Questions

• How does this job fit into the next step in your career?
• How would you improve our online visibility, specifically with regard to SEO and emerging AI applications such as ChatGPT?
• What steps do you take to increase the conversion rate of a web page, and how do you test whether your approach is working?
• Can you give an example of a successful online campaign you’ve launched, including what data you used to make decisions and what results you achieved?