Web Content Strategist

Job Summary

This role is primarily responsible for managing and executing web projects supporting the advancement of UBC’s Student Strategic Plan (SSP) and student-centred navigation of UBC services and resources.

As part of a cross-functional student communications team, this position works to build and implement a student-focused web content strategy to help create a vibrant, cohesive, inclusive, digital experience for students at UBC’s Okanagan campus. This role also leads the ongoing maintenance and operations for websites and digital products within the purview of the Associate Vice-President, Students (AVPS) and Enrolment Services (ES) portfolios at UBC’s Okanagan campus.

This position actively champions, fosters and ensures the inclusion of voices that have been underrepresented or discouraged in the work they perform. They will seek to understand student needs, behaviours and perceptions, and build innovative, creative strategies and campaigns that connect with student audiences and remove barriers to full engagement in the university experience.

Organizational Status
This position reports directly to the Manager, Student Communications. As part of the Student Communications team, this position works collaboratively with staff across the AVPS and ES portfolios as well as other communicators, designers, IT staff, and content creators across both UBC campuses.

Work Performed

• Plans and leads a comprehensive review and refresh of information architecture and content strategy for students.ok.ubc.ca, ensuring alignment with UBC brand and quality standards, industry best practices, and student-centred navigation

• Plans and leads the development and implementation of an ongoing maintenance plan and governance strategy for students.ok.ubc.ca

• Develops, maintains, and regularly reviews content for websites within scope, ensuring content is consistently usable, compelling, and well-organized based on a thorough understanding of business objectives, user needs, and industry best practices

• Applies strong knowledge of SEO and emerging AI‑driven search tools to support better search visibility and help students easily find accurate, relevant information

• Tracks search performance, identifies opportunities to improve discoverability, and works with colleagues across UBC to apply best practices that make student‑facing content clearer, more accessible, and easier to locate

• Provides advice, training and support to AVPS staff web contributors; establishes and implements materials and processes to support staff user training and onboarding

• Actively seeks out and collaborates with student service providers and subject matter experts across AVPS units to develop student-centred content across touchpoints and identify opportunities to improve the user experience for student audiences

• Ensures that content style guide and supporting design systems meet or exceed industry standards for accessibility and inclusive language across all websites

• Champions and fosters the inclusion of diverse student voices and perspectives and ensures the representation of historically, persistently, or systemically marginalized students

• Collects data and assesses performance metrics for content and makes recommendations for future improvements

• Oversees and manages usability or user research projects contributing to the usability and accessibility of content and components

• Develops reports and presentations for sharing metrics with key stakeholders

Consequence of Error/Judgement

This position must exercise tact and diplomacy when dealing with staff and faculty.

People who rely on information provided by the AVP Students portfolio include faculty, staff, students, and counsellors. Students make academic and personal decisions based on material published.

Ineffective communication with current students may result in disengagement and lack of service to support student success; reduced participation in enriched learning opportunities and student services; lower student satisfaction; and a reduced capacity to engage students as future alumni. Publications, websites and digital media must maintain a competitively high standard, must fit within branding and marketing strategies, and must appeal to specific target markets.

Supervision Received

This position works independently under general guidance of the Manager, Student Communications.

Must be self-directed, able to handle project priorities, and work independently. Shows initiative and creativity in reaching set goals. Work is reviewed periodically to assess performance and ensure achievement of project goals.

Supervision Given
Provides leadership and mentorship to staff involved in specific communications projects as needed. May lead recruitment, hiring, training, mentorship, and supervision of student staff. May give direction to external service providers.

Minimum Qualifications
Undergraduate degree in a relevant discipline. Minimum four years of related experience, or the equivalent combination of education and experience.

- Willingness to respect diverse perspectives, including perspectives in conflict with one’s own

- Demonstrates a commitment to enhancing one’s own awareness, knowledge, and skills related to equity, diversity, and inclusion

Preferred Qualifications

• Demonstrated experience managing and maintaining large, complex websites, including coordinating content with numerous subject matter experts and stakeholders across departments

• Demonstrated working knowledge of graphic and web design principles required

• Demonstrated ability to work in a project-based environment, manage multiple and concurrent projects, set priorities, and meet project deadlines

• Expressed commitment to supporting historically, persistently, or systemically marginalized student populations and an inclusive workplace

• Experience collaborating with multiple diverse stakeholders, subject matter experts, or clients

• Solid understanding of the principles and practices of content strategy, plain language, digital accessibility, inclusive language, and digital communications

• Proficiency in CSS and HTML considered an asset

• Demonstrated ability to use Google Analytics and other digital analytics tools to monitor performance metrics, identify patterns, and apply data insights to inform strategy and opportunities for continuous improvement

• Demonstrated experience with usability testing, user research approaches and practices

• Strong problem-solving and critical thinking skills.

• High level of initiative and ability to look at complex problems from different perspectives and find creative solutions with the resources available

• Ability to work effectively both independently and in a collaborative team with a diverse range of partners and colleagues across campus

• Experience working within a complex organizational structure and understanding of the academic and public sector environment is a strong asset