Manager, Web Content and Social Media

Toronto - Ontario (ON),

The Royal Conservatory

Job Description:

Job Description:
The Royal Conservatory (RCM) is one of the largest and most respected music education institutions in the world, providing the definitive standard of excellence in curriculum design, assessment, and teacher certification. Graduates of its two performance training programs, The Glenn Gould School and The Phil and Eli Taylor Performance Academy for Young Artists, regularly perform on major international stages. The RCM is also a leader in the development of early childhood education programs and arts-based social programs, and presents a diverse range of concerts featuring the finest Canadian and international artists in its magnificent performance space, Koerner Hall. Please visit for more information.

Manager, Web Content and Social Media

Reporting to the Director of Digital Marketing & Creative Services, the Manager, Web Content and Social Media is responsible for managing the development of the RCM web properties that support the RCM’s operations. With your expertise with the latest digital technologies and social media trends, you will support the implementation of digital initiatives at the RCM, with an emphasis on the RCM’s online presence and social media activities. You will supervise the Social Media Coordinator who develops, executes, and analyzes social media initiatives for the RCM. You will play a key role in elevating and evolving our content, social media strategies, and provide guidance to teams across the RCM in supporting marketing goals.


Web content:
Maintain and update the organization’s Canadian and US websites.

Create high-quality content for the organization’s websites that furthers our position as an industry thought leader while meeting specific marketing and sales objectives, working with internal stakeholders to attain all necessary approvals prior to delivering it to the marketplace. Content must tell our story in a succinct, clear and compelling manner.

Develop, manage, and implement a website optimization roadmap, including testing, optimization, reporting, and forecasting. This includes optimizing landing pages, opt-in forms, and various pages to improve our marketing efforts.

Develop and execute organic (natural) search engine optimization (SEO) including keyword identification, content planning, annual and weekly content calendars, content development, page construction, page content and URL rewrites.

Work between the Marketing Team and the RCM business units to align and execute content plans to align with larger marketing and communications initiatives.

Plan, implement, and manage online advertising and promotional campaigns (SEM, Facebook, blogger campaigns and other initiatives).

Define content metrics, KPIs and use available analytics and data points to inform and optimize content-related decisions.

Ensure that all the content is as per the RCM brand compliance (consistency in terms of style, quality and tone of voice, and optimized for search and social promotion).

Test and track landing page optimization and other conversion strategies.

Effectively manage workload to ensure that all due dates are met and questions, issues and concerns are proactively addressed.

Provide internal support and expertise to content creators within business units and suggest changes to website architecture, content, linking, and
other factors to improve SEO positions.

Stay up-to-date with latest industry trends and best practices related to web technologies.

Social media:
Develop social media and web content strategies and create content calendars to grow audience size and engagement.

Keep social media feeds relevant and up-to-date, ensuring the quality of voice and on-brand messaging.

In conjunction with the marketing team, plan and execute social media promotion plans for larger marketing and communications initiatives.

Manage, coach, develop, mentor and evaluate the Social Media Coordinator

Respond to audience and customer questions and concerns in a timely manner.

Track and report on social media metrics.

Engage in social listening in order to inform campaigns and posting.

Job Requirements:WHAT YOU BRING:
A minimum of 5 years of related experience.

Proven success in driving results-oriented content strategies for desktop and mobile devices.

Demonstrated experience using a Content Management System (CMS) to manage a large website.

Proficiency with managing multimedia assets including images, audio and video files within the CMS framework. Ability to use Adobe PS to manipulate image size and resolution.

Deep knowledge of SEO and SEM principles and best practices; familiarity with Google Analytics and AdWords is an asset.

Familiarity with HTML, CSS and JavaScript. Familiarity with PHP an asset.

Strong editing and proofreading skills; some shooting skills for on-the-ground social media asset collection.

Excellent interpersonal and exceptional written and verbal communication skills.

Strong organizational, project-management and problem-solving skills, with an ability to multitask to a high degree of accuracy/attention to detail in a deadline-driven environment.

Experience working with stakeholders across multiple levels in an organization (i.e. IT, external agency).

A high degree of professionalism, judgment, tact, diplomacy, and integrity.

Positive attitude and ability to work both independently and in a collaborative team environment.

A background in music and the arts, and experience with The Royal Conservatory’s system of music study and examinations are assets.

You will largely work within regular business hours, but you may be required for some evening and weekends monitoring related work.

You will be required to use a computer for extended periods of time.

The RCM is committed to a policy of equity and inclusion. In accordance with Ontario Human Rights Code, Accessibility for Ontarians with Disabilities Act, 2005, and the RCM’s Access and Equity policy, accommodation will be provided in all parts of the hiring process. Applicants are asked to make their needs known in advance.

Interested candidates are asked to submit a cover letter and current résumé online (please upload a single file combining both documents) at by Friday, March 6, 2020 .

The RCM thanks all applicants for their interest in this position; however, only those selected for an interview will be contacted. Please note that this position may be filled prior to the application deadline if a suitable candidate has been identified.

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