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Marketing Copywriter – SEO Focus



Western Governors University
February 9, 2021
Salt Lake City, UT
Job Type


**Current WGU employees must submit their internal application before 02-18-21 to be considered for the position.**

Position Summary

The Copywriter will be responsible for writing all types of marketing content for the university, including content presented on the university’s website, email, direct mail, and print campaigns. She/He will also take an extensive role in messaging strategy, product marketing campaign strategy, and lifecycle campaign management. The Position is responsible for the copy integrity of marketing communications materials and programs through strategic direction and development of targeted messaging. Ensures copy is consistent with the university’s brand standards.

Essential Functions and Responsibilities:

  • Works with internal and external clients and colleagues to identify business objectives and ensure that creative solutions are on strategy—effectively explaining the creative strategy behind major marketing campaigns.

  • Understands WGU’s style and maintains tight quality control over all the pieces he/she creates; writes in brand voice and supports brand positioning.

  • Maintains product knowledge and understands needs of assigned business partners.

  • Successfully incorporates all changes and suggestions from internal department reviewers, business partners, and legal and compliance reviewers.

  • Understands blog objectives and how it fits into University mission.

  • Maintains knowledge of industry and marketing communications trends, SEO best practices and understands blog objectives and how it fits into the university mission while incorporating new ideas into company's process and procedures.

  • Helps Creative team workflow process run smoothly and finds innovative ways to enhance it.

  • Develops and nurtures relationships with university colleagues— particularly in marketing, public relations, and enrollment—operating as a positive agent for improving internal communications and workflow.

  • Develops broad marketing messages that can be conveyed across a variety of vehicles

  • Working from creative briefs, teams with designers to develop and execute concepts for major program and marketing initiatives

  • Writes and manages copy for the university’s website and may write additional SEO-driven assets as needed.

  • Writes and oversees content creation for vendor and affiliate sites, as directed

  • May design/develop University brochures, flyers, and other print collateral

  • May develop broadcast, and email marketing, direct mail campaigns

  • Manage email template creation process and coding of all emails

Knowledge, Skill, and Abilities

  • Exceptional writing skills

  • Good collaborator

  • Ability to listen well and accurately define and deliver on project objectives

  • Ability to take complex topics and convey them in compelling, understandable copy

  • Collaborative, with exceptional communication skills

  • Excellent written and verbal communications/presentation skills

  • Analytical and problem-solving skills essential

  • Ability to manage and lead multiple projects at one time

  • Proficient in MS Office Suite, particularly Word and Excel

  • Writing samples required

  • Understands how to work with a monthly content calendar.


Minimum Qualifications:

  • 3+ years of copywriting experience

  • Bachelor’s Degree required. Bachelor’s Degree in Communications, Journalism, or Marketing preferred.

  • Seasoned writer with a demonstrated track record in writing for a variety of audiences and multiple topics

  • Portfolio of SEO copywriting examples with accompanying keyword lists required

Preferred Qualifications:

  • Experience with email marketing platforms and Adobe Creative Suite (including Photoshop, Illustrator, and/or InDesign)


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