Digital Marketing & Engagement Specialist, Bertarelli Institute For Family Entrepreneurship

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.

• 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.
• 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.
• 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.
• 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.

• 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.
• 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.

• Stays abreast of key theories and concepts from the fields of family business and family systems theory.
• Manages student Graduate Assistants and interns in implementing marketing and communications projects.
• 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.
• Manages BIFE’s Advisory Board (e.g., communications, bio updates on website and related reporting responsibilities).
• Assumes additional responsibilities as required.
• Interfaces regularly with other Divisions, Centers, and organizations to further collaboration across campus.
• Serves as back-up to Associate Directors for facilitation of events and sessions.

• 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
• MBA preferred
• Experience with academic writing such as case studies and/or business writing preferred.