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    Director of Marketing, Branding and Digital - Calgary, AB, Canada - Robertson College

    Robertson College
    Robertson College Calgary, AB, Canada

    3 weeks ago

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    Full time
    Description
    Back to all jobs at Robertson College

    DIRECTOR IN MARKETING AND BRAND
    Robertson is the School of New Work.

    Our mission is to empower our learners with the most relevant training and up-to-date industry insights so that they may find fulfilling and meaningful careers.

    Robertson College is seeking a dynamic Director, Brand and Marketing to spearhead our comprehensive marketing initiatives aimed at enhancing revenue and student engagement.

    This strategic leadership role is responsible for overseeing the marketing department, managing our partnership with the Agency of Record and driving innovative marketing strategies that significantly impact the college's growth.

    The successful candidate will balance high-level planning with tactical execution, lead internal teams in marketing fulfillment and content, and leverage advanced technologies, including AI, to optimize efforts and ensure accountability across all brand and marketing metrics.

    Develop and implement an overarching marketing and branding strategy that impacts the college's revenue growth and market presence directly.

    Partner closely with the Admissions team daily to align marketing efforts with sales objectives and provide real-time support to boost admissions through targeted campaigns.

    Manage the relationship with the Agency of Record, Brandish, ensuring they meet all performance metrics and deliverables.
    Marketing Performance Management
    Oversee all brand and marketing metrics, analyzing data to quickly adjust strategies and optimize campaign effectiveness.
    Focus on metrics that contribute directly to revenue growth and optimize marketing channels and initiatives.
    Integrate strategic planning with tactical execution, responding swiftly to changing market conditions and opportunities.
    Lead cross-functional teams to develop and execute innovative and effective marketing campaigns.
    Direct internal teams in marketing fulfillment and content, ensuring productivity and alignment with the college's strategic goals.

    Cross-Functional Team Engagement Spearhead initiatives that require collaboration across different departments, ensuring marketing strategies are fully integrated with sales efforts to drive enrollment and engagement.


    Sales Alignment:

    Work closely with the sales (admissions) team to align marketing campaigns with sales targets and strategies, ensuring marketing efforts complement and enhance sales activities.

    Facilitate regular communication between the marketing team and other departments to ensure that all teams are informed of marketing initiatives and their roles in these efforts.

    Establish a system for receiving and integrating feedback from cross-functional teams, using insights to optimize marketing strategies and tactics.


    Joint Campaign Development:

    Lead the development and execution of joint campaigns, providing guidance to Brandish, that leverage the strengths of both the marketing and sales teams.

    In partnership with the Systems team, utilize advanced technologies, including AI, to enhance marketing productivity, refine targeting, and improve conversion rates.

    Stay at the forefront of technological advancements to ensure optimal marketing efficiency and effectiveness.
    Manage the marketing budget to ensure all activities are cost-effective and deliver high ROI.
    Strategically allocate resources to maximize impact and support both short-term performance and long-term brand equity.

    Stay informed of the latest trends in content marketing, digital technology, and educational advancements to keep content relevant and impactful.

    Introduce innovative content solutions and practices to enhance visibility and engagement across targeted audiences.
    Key Performance Indicators (KPIs)
    The Director, Brand and Marketing will be evaluated on the following KPIs to ensure alignment with Robertson College's strategic goals and operational excellence:
    Directly tied to marketing efforts, measured by increases in enrollment and program participation.

    Lead Generation:
    Number of new leads generated through various marketing channels, focusing on conversion rates and lead quality.

    Brand Visibility and Engagement:
    Enhancement of brand awareness in target markets, measured through social media metrics, website traffic, and engagement rates.

    Campaign Performance:
    Success of specific marketing campaigns, assessed through metrics such as ROI, customer acquisition costs, and overall campaign reach.
    Effectiveness of marketing strategies in supporting admissions goals, measured by admissions rates and feedback from the Admissions team.

    Agency Performance:

    Accountability and performance of the Agency of Record, Brandish, evaluated through adherence to contractual obligations, innovation in campaigns, and contribution to overall marketing goals.


    Team Productivity and Development:

    Performance and growth of the marketing and content teams, measured through project completion rates, team satisfaction scores, and individual professional development achievements.

    Implementation and effective use of advanced technologies, including AI, to improve marketing efficiency and effectiveness, evaluated by adoption rate and impact analysis.

    Cultural Leadership and

    Team Engagement:

    Strength of team culture and engagement, measured through team satisfaction surveys, retention rates, and the effectiveness of leadership initiatives.

    Bachelor Degree in Marketing, Business Administration, Communications, or a related field.

    Minimum of 8 years' experience in marketing, with at least 3 years in a leadership role managing a marketing team.

    Proven experience in overseeing marketing strategies that directly contribute to revenue growth.
    Extensive knowledge of digital marketing, content strategy, and direct collaboration with sales/admissions teams.
    Strong analytical skills to monitor and optimize performance.
    Proficiency in using AI and other technologies to boost marketing effectiveness.

    That is why internally, we place such value on building a work culture that is flexible and adaptive to the changing world of work.

    We also seek out diversity in our team. We #CelebrateEverything and encourage team members to take paid time off to celebrate their cultural, religious, and spiritual holidays.

    We acknowledge that our campus located in Winnipeg is on Treaty 1 territory, the traditional lands and waters of Anishinaabe [AH - NISH - AH - NAH - BAY], Ininiwak, Anishininiwak, Dakota, and Dene (DEN-EH) peoples, and the National Homeland of the Red River Métis.

    We acknowledge that our water is sourced from Shoal Lake 40 First Nation located on Treaty 3.
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