Position Description:
Position:
Digital Social Media Specialist
Temporary, Full-time
Location:
The Royal’s Institute of Mental Health Research (IMHR), affiliated with the University of Ottawa (Host organization)
Reporting Supervisor:
Senior Strategic Communications and Marketing Lead, Frayme
Frayme overview:
Frayme, hosted at the Institute of Mental Health Research, is a national platform designed to advance youth mental health and addiction practice and make a significant impact on youth well-being in Canada and across the world. Currently a network of over 300 400 partner organizations including youth and family, clinicians, researchers, policy makers and service providers, Frayme works to ensure collaboration and knowledge sharing among organizations working to transform youth mental health services and systems in Canada. By focusing on knowledge exchange to promote the use of youth-centered integrated services, Frayme serves as a needed bridge between research, policy and practice to improve mental health services. This is achieved through the facilitation of local action, national collaboration and international knowledge mobilization.
Description:
Reporting to the Senior Strategic Communications and Marketing Lead, the Digital Social Media Specialist will be responsible for maintaining, growing and enhancing all of Frayme’s digital and social media channels including Instagram, LinkedIn, Twitter (X), YouTube, and Facebook through strategic and dynamic content, while maintaining Frayme’s organizational brand and voice.
The Digital Social Media Specialist will also work with the rest of Frayme’s Marcomm team to produce engaging digital design for use across web and social media channel including infographics, share backs, and other forms of knowledge translation (KT). This incumbent will liaise with the rest of the Frayme team on deadlines for communicating information to staff and ensure that content added to the website and intranet is appropriate and that the right communications channel is utilized.
The Digital Social Media Specialist is a highly autonomous, creative and innovative self-starter that will be able to implement a broad range of digital, social media and community engagement best practices in order to elevate Frayme’s online presence while using metrics and KPIs to regularly assess and report on growth, engagement and effectiveness levels.
Duties:
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Social Media Strategy Development: Lead the development and execution of comprehensive social media strategies across multiple platforms, including Instagram, LinkedIn, Facebook, Twitter (X), and YouTube.
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Content Creation and Management:
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Plan and create engaging content, including text, graphics, video, and photography, aligned with Frayme's evolving brand identity.
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Develop strategies to acquire and engage our target audience through both paid and organic social media advertising.
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Utilize digital network insights and analytics to implement segmentation tactics for precise targeting.
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Plan, execute, and manage digital campaigns, including evergreen brand-focused and timely ad hoc campaigns.
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Collaborate with contractors to produce compelling digital assets.
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Knowledge Mobilization:
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Support Frayme programming and other portfolios by translating content into user-friendly and engaging posts across several different social media channels.
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Customize content and posts depending on the social media platform.
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Design and development content that is concise, engaging and in line with Frayme’s brand, voice and unique value proposition.
- Collate the latest information within the youth mental health and substance use sector including updates and news and disseminate it via Frayme’s social media channels, with emphasis on Frayme’s network partners and Groundbreakers.
- Lead Generation and Email Marketing:
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Design, execute, and monitor lead-generation campaigns using platforms like Facebook Leads and Email Marketing to support Frayme's digital growth.
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Performance Analysis:
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Regularly monitor and report on key social media KPIs and metrics.
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Ensure campaigns are live and delivering the intended information accurately.
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Community Building:
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Collaborate with Frayme's other portfolios to foster digital relationships with prospective network partners, Groundbreakers, and funders.
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Brand Management:
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Maintain and build out Frayme's Digital Content calendar to ensure consistent brand alignment to influence overall marketing content outputs.
- Oversee the design direction of digital marketing collateral and branded merchandise for various initiatives.
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Establish and maintain processes for brand refresh planning and quality assurance.
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Website Management:
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Work alongside web development agencies to enhance the user experience, design, functionality, and security of Frayme's external website and landing pages.
Qualifications:
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Proven experience in social media management and digital marketing.
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Strong understanding of social media platforms and trends.
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Advanced proficiency in content creation and graphic design using various tools and software (i.e Adobe, Canva, etc).
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Knowledge of digital advertising and lead generation strategies.
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Exceptional analytical and reporting skills.
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Excellent communication and collaboration abilities.
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Familiarity with web development and UX principles (preferred).
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Ability to clearly communicate and disseminate complicated research and ideas to a variety of different stakeholders in a user-friendly, concise manner.
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Solid understanding of graphic design principles and best practices.
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Experience in video editing, photography, and graphic design.
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Demonstrated ability to produce engaging web-specific, social media-specific written and visual content.
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Exceptional English-language writing and editing skills.
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Familiarity with reporting on and using website and social media metrics, as well as KPIs, in order to maximize growth.
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Experience using Drupal, WordPress, and other website CMS to maintain, develop, and enhance websites.
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Experience using Hootsuite, TweetDeck, and other social media aggregator tools to maximize social media content and track analytics and KPIs.
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Demonstrated adaptability, diplomacy, and tact, as well as an understanding of the sensitive nature of the youth mental health system with respect to the lived experience of youth and families.
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A passion and interest in healthcare system transformation.
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Experience working within the Canadian youth mental health system or Canadian healthcare system considered an asset.
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Demonstrated experience in project management, with the ability to manage a diverse task load and work in a high-pressure environment with aggressive timelines.
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Autonomous self-starter willing to try and pitch new ideas and stay on top of the latest trends in terms of social media content, to help grow and expand Frayme’s various channels.
Additional Information
- This is a fully remote position and you can reside anywhere in Canada, with expected occasional in-person events and meetings within Ontario (Ottawa and/or Toronto).
- There is the possibility of travel within and outside of Canada (Approximately 10-15% out of the year)
- There will be occasional times where the position will require work outside of regular core office hours (Monday to Friday, 8 AM – 4 PM ET) in either the evening or weekends.
- French language capacity is considered an asset.
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Please note that this contract is temporary full-time, ending March 31, 2024, with the possibility of extension.
Frayme is committed to fostering an organizational culture that embraces equity, diversity, inclusion, and belonging. At Frayme, individuals from diverse racial and ethnic identities, nationalities, social, economic status, sexual orientation, gender identity/expression, and physical and mental abilities can thrive and be fully engaged at their best level. Accommodations are available on request for candidates taking part in all aspects of the recruitment and selection process.
We sincerely thank all applicants for their interest. Due to the high number of applications Frayme typically receives, we will only contact candidates selected for an interview.
