Description

Manager, Marketing and Communication Strategy

Overview

Term: 1 year

The Manager, Marketing & Communications Strategy is responsible for team leadership, operational oversight, and implementation of marketing and communications strategies in support of the University's undergraduate recruitment goals.

Accountable for planning, project managing, delivering, evaluating and reporting on the impact of marketing strategies designed to inspire and engage prospective undergraduate students. This role is tasked with integrating and leveraging content across a range of channels (e.g., print, digital, social, and in-person activities) in order to have a substantial effect on the achievement of the University's enrolment management and revenue objectives.

Motivating a highly capable team of marketing and recruitment professionals, ensures everyone remains at the cutting-edge of marketing and communications concepts and technologies – always looking to adopt and apply industry best practices, and emerging technologies for authentic engagement through our work and community.

Reporting to the Associate Director, Marketing & Communications, and in collaboration with colleagues in the Registrar's Office, Marketing & Undergraduate Recruitment and campus partners, plays a major role in shaping undergraduate recruitment initiatives that effectively build on the University's global brand reputation.

Responsibilities

Responsible for the planning, development, implementation, management, and budgeting of MUR's marketing and communications strategies.

• Based on institutionally established enrolment management goals, as a MUR leader and in collaboration with the Associate Director, Marketing & Communications and MUR team members, responsible for establishing undergraduate recruitment communications strategies and priorities, and for developing integrated communications plans that support and enhance MUR initiatives, reflect the needs of MUR audiences, and set the direction for MUR's overall integrated communications presence
• Ensures that all activities align with the strategic plan, focus on the areas of greatest priority, and include consideration of MUR goals
• Provides expertise with respect to the Waterloo web space content management system (WCMS). Ensures that MUR webpages are updated in compliance with institutional and government web and accessibility standards and that they adhere to best practices (e.g., SEO, IA, UX, etc.)
• Manages MUR's marketing and communications strategies to ensure their effectiveness as well as consistent voice and messaging, proactively initiating the development of innovative approaches and new concepts and models
• Ensures that Waterloo branding, visual identity, messaging, and style guidelines are applied consistently to all of MUR's undergraduate recruitment strategies (e.g., print, web, digital, and social media)
• Oversees and ensures the effective application of technical expertise in the development, maintenance, and enhancement of all MUR technical systems and applications, digital initiatives, and websites, including both hardware and software requirements
• Responsible for linking and integrating MUR marketing and communications plans with those of other academic and support units
• Recommends, develops, and manages a significant budget aligned with the successful achievement of MUR marketing and communication goals
• Manages and supports the Procurement process for external vendors to support the MUR Marketing & Communications team
• Advises on copy content, editorial direction, and best practices for content across all platforms

Collaborates, advises, and consults

• As the key advisor for MUR marketing and communications strategies, consults with and advises MUR colleagues with respect to the establishment of communications strategies and priorities
• Advises and consults with the Associate Director, Marketing & Communications and MUR Managers with respect to the goals and strategic direction of communications strategies
• With recognition and understanding of the disparate priorities of on-campus partners, proactively establishes and fosters collaboration with the RO; SSO; IST; University Relations; the faculties, professional schools, and university colleges; and other departments in order to contribute to institutionally adopted strategies, to ensure effective outcomes with respect to the audiences MUR serves, and to provide expertise with respect to marketing and communication strategies
• Collaborates with other MUR communications personnel; to ensure the integration and consistency of messaging across all MUR communication initiatives
• Works closely with the MUR managers responsible for on- and off-campus initiatives to ensure that marketing and communications initiatives and technical applications meet their needs
• Represents MUR at university-wide meetings, proactively providing expertise and insight with respect to recruitment and marketing issues, and advocating on behalf of the prospective undergraduate audience
• Proactively shares knowledge so that all MUR team members can incorporate new information and techniques into their initiatives

Understands and applies current, relevant market research and institutional knowledge

• Keeps fully informed and knowledgeable about all aspects of programs, admissions, student life, visual identity and branding, success after graduation, and other issues related to undergraduate prospective students, applicants, and admitted students, including all relevant research, communications, recruitment initiatives, and how any changes impact the strategies for which s/he is responsible
• Maintains a clear understanding of generational characteristics and the needs of all audiences at different stages throughout the enrolment management funnel in order to enhance the strategies for which s/he is responsible
• Researches and recommends enhanced communications strategies and models, and keeps current with respect to best practices
• Maintains awareness of current research, trends in traditional and digital communications, significant developments that impact the marketing of the university, and the traditional and digital communications practices of Waterloo's competitors
• Understands the role of research in MUR's evidence-based strategies, and collaborates with the Marketing Insights Specialist to establish research objectives and create data analysis solutions to inform decision-making, strategy development, messaging, and budget; to determine the optimal methods of evaluating the effectiveness of the strategies for which s/he is responsible; and to ascertain and recommend the most effective enhancements

Manages, motivates, and mentors staff

• Hires, supervises, and evaluates the personnel who report to him/her, including the management of interview committees, the selection of outstanding candidates, salary negotiations, and any disciplinary action necessary
• For all staff who report to him/her, leads collaborative projects, sets clear and reasonable expectations, provides ongoing feedback, ensures the delivery of results, and establishes a strong foundation for performance through a comprehensive training program
• Creates and maintains a work environment that fosters, recognizes, and rewards supportive mentorship, professional quality, respectful communication, creativity, positive energy, and synergy

Project manages work flow and business practices

• Assumes project management responsibilities for all marketing and communications strategies, including personnel, resources, time, and budget, ensuring proper control of expenditures for the strategies for which s/he is responsible
• Ensures that appropriate metrics are defined, monitored, reported, analyzed, refined and examined for all communications as a basis for strategy development
• Applies MUR project management best practices and tools to accurately document all components of each particular marketing strategy for which s/he is responsible, and contributes appropriate updates to the overall MUR strategic plan

Other

• Participates in MUR recruitment events and in the administration of specific RO department-wide responsibilities, including other general and specific duties as may from time to time be determined

Qualifications

• University degree in business, communications, advertising, marketing, media studies, or equivalent combination of education and experience
• 6+ years of experience in marketing and communications, specifically the areas of content marketing, digital marketing, marketing insights, and account management/client service
• 3+ years of experience in strategy and technology platforms for social media, web, video and email campaigns
• 3+ years of experience in project management
• Experience and knowledge of web information architecture, UI/UX design principles
• Proven ability and extensive experience in developing integrated marketing and communications strategies/campaigns within a highly complex institution and competitive marketplace
• Demonstrated strategic-planning proficiency, with evidence of critical-thinking and analytical skills to enable the assessment of communications opportunities, and the development of supporting programs and contributions to change management
• Experience using social media to enhance and support marketing and communications strategies
• Previous experience supervising employees, developing and managing budgets, and navigating the procurement process.
• Website management and development experience along with proficiency in web analytics
• Demonstrated understanding of best practices in information architecture, navigation, user interfaces, usability, accessibility standards (i.e., AODA and Canadian Anti-Spam Legislation [CASL]), and testing
• Excellent written and verbal communications skills, including the ability to translate technical concepts into simple language or visual schematics to assist understanding among campus colleagues and leaders
• High level of knowledge of grammar, punctuation, and language usage; well-developed writing and proofreading abilities; and a strong understanding of online readability and the Internet-user experience
• Ability to build consensus, foster teamwork among a variety of stakeholders, and lead integrated project teams
• Strong organizational skills coupled with the ability to handle multiple tasks, meet deadlines, and excel in a fast-paced environment characterized by changing priorities
• Essential: flexibility, diplomacy, sound judgment, and relationship-management skills coupled with the ability to influence and motivate others and to manage crisis situations effectively
• Intermediate to advanced use of current digital management tools including:
  • Google Analytics Solutions
  • SEO tools
  • Social Media (Instagram, Facebook, Twitter, Snapchat) // Hootsuite Enterprise
  • Content Management Systems (Drupal)
  • Adobe Creative Suite
  • Project Management Software (Smartsheet)
  • CRM
  • Slack
  • Apple Pages // Microsoft Word
  • Apple Numbers // Microsoft Excel
  • Apple Keynote // Microsoft PowerPoint

Equity Statement

The University of Waterloo acknowledges that much of our work takes place on the traditional territory of the Neutral, Anishinaabeg and Haudenosaunee peoples. Our main campus is situated on the Haldimand Tract, the land granted to the Six Nations that includes six miles on each side of the Grand River. Our active work toward reconciliation takes place across our campuses through research, learning, teaching, and community building, and is co-ordinated within our Office of Indigenous Relations.

The University values the diverse and intersectional identities of its students, faculty, and staff. The University regards equity and diversity as an integral part of academic excellence and is committed to accessibility for all employees. The University of Waterloo seeks applicants who embrace our values of equity, anti-racism and inclusion. As such, we encourage applications from candidates who have been historically disadvantaged and marginalized, including applicants who identify as First Nations, Métis and/or Inuk (Inuit), Black, racialized, a person with a disability, women and/or 2SLGBTQ+.

All qualified candidates are encouraged to apply; however, Canadians and permanent residents will be given priority.

The University of Waterloo is committed to accessibility for persons with disabilities. If you have any application, interview, or workplace accommodation requests, please contact Human Resources at or , ext