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The Digital Marketing & Engagement Specialist, Bertarelli Institute for Family Entrepreneurship (BIFE) is a key member of the BIFE
team, contributing to the development of the Institute’s strategy, thought leadership, and evolution of its mission. Specifically
responsible for building brand awareness managing social media management; facilitating targeted email campaigns including website
management to ensure optimal presence to internal and external stakeholders; working closely with BIFE team members to facilitate program
and marquee event execution, the Institute’s daily operations and logistics, and the development of marketing and communication for
our innovative programming/experiences for student and alumni family entrepreneurs; acting as a key producer/manager of innovative thought
leadership content including articles, videos, and case studies; and collaborating with Babson faculty and BIFE leadership to develop and
place thought leadership content.BIFE’s high-visibility, high impact programs differentiate Babson and the Institute, contributing to
our growing leadership in family entrepreneurship education.
WHAT YOU WILL DO
Marketing & Communications
- Directs, produces, and updates marketing and communications for the BIFE portfolio of programs across platforms, including social media,
event-specific marketing, newsletters, website, presentations, on-campus marketing opportunities, and revenue-generating program brochures
which includes developing marketing material in concert with College Marketing or third-party providers, using applications such as Canva,
Adobe and PowerPoint; managing and continuing to evolve the BIFE programs brand; maintaining brand consistency across all marketing and
communication channels in collaboration with College Marketing; creating and executing BIFE’s communication plan for external and
internal audiences using Constant Contact or similar communication platforms to create professional messaging; managing communications
database in collaboration with Alumni Affairs; and writing and creating BIFE quarterly newsletter, including managing the thought leadership
content pieces. - Maintains BIFE’s website and monitors effectiveness. Work with College Marketing on major website updates and
redesign. - Creates and executes social media strategy on platforms including Instagram and LinkedIn. Recommends platforms and
monitors effectiveness. Works with student interns to post regularly on selected platforms; works with College Marketing to develop and
execute an earned media strategy. - Develops and manages the communication and engagement aspects of the BIFE budget which includes
Advertising, Media and Printing. Proposes a spending plan including promotional items (to our Global FE Network, students, alumni, and
speakers), paid media; tracks spending to budget as well as the impact of the above spending. - Manages WhatsApp and other BIFE
communication channels with students and the broader community. Recommends most updated communication channels preferred by students and
implements as needed. - Helps in the design and ongoing management of BIFE’s Community-based Network platform. Works closely
with BIFE’s Global FE Network Associate Director to identify and curate thought leadership for the Network via the above
platform. - Monitors and reports out on a regular basis to the Executive Director and others on the effectiveness of all BIFE
communication channels, following metrics such as open rate, click rate, etc.
Event Management
- Supports the
production of and logistics for BIFE’s student, alumni, and Global Family Entrepreneurship (FE) events in close collaboration with
Babson’s Events Management Office which includes ensuring BIFE events have optimal room scheduling; setting up and managing BIFE event
registration via C-vent (or other attendee invitation platform), setup, design, catering, gift ordering, analytical tracking of response
rates, and more; supporting the primary BIFE team member directing the event in its successful outcome; and communicating data about event
registration activity and analyzing for feedback and improvement. - Recommends and manages virtual programming platforms for each
event, depending on attendees and required functionality (e.g., Webex, Zoom, InSpace). Serves as operational/technical support to presenters
with respect to breakout rooms and any other technical program aspects involving the above platforms. - Develops and maintains
dashboard for tracking event engagement trends; collects and interprets data such as attendance, numbers of participants, NPS, registration
by communication type, etc. Ensures dashboard remains current and accessible to appropriate stakeholders and reports out as needed. Reviews
data for trends and provides recommendations to the Executive Director and others as necessary. Responsible for creating and implementing a
feedback strategy for BIFE events and programs.
Other
- Manages BIFE’s Advisory Board (e.g., communications,
bio updates on website and related reporting responsibilities). - Manages student Graduate Assistants and interns in implementing
marketing and communications projects. - Stays abreast of key theories and concepts from the fields of family business and family
systems theory. - Serves as back-up to Associate Directors for facilitation of events and sessions.
- Directs and produces
BIFE team’s communications for the Executive Director and stakeholders (external, Alumni, and students), including handling routine
and complex correspondence, interactions, and inquiries (with both internal and external constituents) to ensure that information is
disseminated and minor problems are resolved quickly and professionally. - Interfaces regularly with other Divisions, Centers, and
organizations to further collaboration across campus. - Assumes additional responsibilities as required.
YOUR TEAM WILL
INCLUDE
Student Interns (1-3)
WHAT EDUCATION AND SKILLS YOU WILL NEED
Bachelor’s Degree
A minimum of 5-7
years experience in marketing, communications, and program management, with editorial and social media experience, ideally in a higher
education environment.
Demonstrated skill in marketing design and execution
Excellent writing and editing skills
A
passion for an entrepreneurial environment.
Must have outstanding organization, communication, & project management skills,
with the ability to prioritize multiple tasks and manage their time efficiently.
Must have a strong understanding of online marketing
initiatives and how to measure effectiveness of social media, branding, local advertising, grass roots marketing, and promotions. Must have
knowledge of principles of SEO.
An in-depth knowledge and understanding of social media platforms and their respective participants
(LinkedIn, Facebook, Twitter, Instagram, etc.), and how they can be deployed in different scenarios.
Proficiency in Microsoft Office
programs (including Word, PowerPoint, Excel, Outlook) and digital marketing software such as Canva and Adobe, Constant Contact (or other
similar tools) and website development. Must have overall strong technical skills and ability to quickly learn and apply new
applications.
Demonstrated effectiveness in working with diverse stakeholders, including students, faculty, staff, family business
leaders and other constituents.
Strong analytical skills, with an ability to manage and communicate metric data with an eye toward
driving results.
A team player with exceptional collaboration and interpersonal skills, and the ability to establish credibility and
confidence with stakeholders at all levels.
Creative problem-solving and innovation skills as well as strong customer service
skills.
Ability to work independently
Ability to envision and propose new methods to perform tasks that support ET&A; take
thoughtful risks; and accept new and ongoing initiatives, objectives, and solutions to gain sought-after results
Ability to
anticipate and embrace change; demonstrate willingness to achieve, acquire, and utilize new skills and challenging tasks; and is flexible in
changing conditions.
Ability to present a positive and professional demeanor at all times
HOW AND WHERE YOU WILL WORK
Occasional nights and weekends may be required.
ADDITIONAL SKILLS YOU MAY HAVE
- Experience with academic writing such
as case studies and/or business writing preferred. - MBA preferred
- The capability to directly author thought leadership
pieces such as articles and case studies is preferred - Demonstrated interest in knowledge of family business and/or family dynamics
is preferred
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