POSITION DESCRIPTION:

CONTENT LEAD
Reports to: Director, Marketing, Recruitment and Admissions

Employment Type: Full time, contract until August 2021

Superannuation: 12%

Organisation
About us
Ormond is an iconic residential College at the University of Melbourne and hosts the Wade Institute
of Entrepreneurship. Home to around 400 residents, Ormond College is the largest residential
College at the University of Melbourne and provides a living and learning experience to enrich
students from all corners of the world. The Wade Institute of Entrepreneurship is a leading centre for
entrepreneurial training. Established in 2015 in a purpose-built facility at Ormond College, Wade
exists to empower the next generation of audacious entrepreneurs and to be the birthplace of game-
changing enterprises through the delivery of the following programs:
 The University of Melbourne’s Master of Entrepreneurship
 VC Catalyst, an intensive program for venture capital investors
 UpSchool, a practical professional development program to give educators the skills,
experience and confidence to teach entrepreneurship in schools to students, across all levels,
and
 Start Up Sprint, a short intensive entrepreneurship boot camp.

This is your opportunity to join a high performing team, in a unique supportive, community culture,
in an iconic setting, in the picturesque grounds of the College.

Position purpose

Reporting to the Director Marketing, Recruitment and Admissions, the Content Lead is responsible
for creating and delivering high impact content strategies and community engagement programs
across two distinct entities – Ormond College and Wade Institute.
The Content Lead is part of a dynamic, in-house agency responsible for brand awareness and
campaign activity, media relations and reputation management, recruitment, digital marketing and
social media, publications and collateral and market research and segmentation.
You’re a skilful storyteller, adept at developing distinctive narratives and communication programs
that people connect with and build affinity.
A communications all rounder, you will play key role developing the College and the Wade
Institute’s brand position and campaigns to attract the best students, motivate alumni and donors
and recruit high quality faculty and staff.
Key Tasks
1. Lead the content production aspects of creative projects, developing human-centric messages
that engage our niche audiences across all touchpoints. This includes paid advertising,
digital, social, email, print, outdoor and events, in collaboration with the in-house team and
external agencies.
2. Creation and publishing of relevant, original, high-quality content to increase earned and
owned media to heighten the recognition of the College and Wade Institute and grow brand
recognition and share of voice.
3. Researching, writing and pitching ideas to targeted media outlets and networks.
4. Contribute to the curation of College and Wade Institute social platforms and communities
and management of regular publishing schedules, staying up-to-date with the latest
technologies and social media trends.
5. Oversee process for website content management and updates, ensuring websites are
compelling and responsive to user needs.
6. Work in collaboration with the Advancement team to generate innovative ideas and
campaigns that engage alumni and donors.
7. Ensure all content is on-brand, consistent in terms of style, quality and tone of voice, and
optimised for search and user experience.
8. Development of content style guides and communications tools, templates and processes.
9. Review best practice and maintain a breadth of knowledge about current trends, emerging
issues and opportunities in higher education and industry that inform future communication
and marketing strategies.
10. Support a collegial, team-building work environment and cultivate productive, collaborative
relationships with all constituent groups.
11. Support financial management of the department within allocated budgets.
12. Manage and provide mentorship to a diverse team of student interns.

Key selection criteria

 A highly competent communications all-rounder with advanced experience in editorial,
copywriting, stakeholder relations, media and PR skills
 Experience in developing and executing content strategies across multiple audiences, channels
and mediums including advertising copy, video content, podcasts and longform articles
 Experience in managing social media accounts and curating engaged communities, staying
current with new trends and features
 Solid knowledge of SEO, keyword research and Google Analytics
 Experience driving effective campaigns and programs that target niche markets.
 A strong collaborative, action-oriented and continuous learning mindset with great creative
instincts
 Excellent written, verbal and interpersonal communication skills with the ability to engage with
people from varying backgrounds
 The ability to positively contribute and work within a small creative team or independently.
 Agency advertising, PR or marketing and communications experience an advantage

Qualifications
Bachelor’s degree in journalism, PR, marketing or communications or a related field and/or relevant
work experience

Hours
Some out of hours work is required