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Marketing Specialist

4 months ago

Waterloo, Canada Wilfrid Laurier University Full time

**Date**:Jan 12, 2023

**Location**: Waterloo, CA

**Company**:Wilfrid Laurier University

**Department**: Advancement and External Relations

**Job Type**: Limited Term

**Full-time/Part-time**: Full Time (>=1249 hrs/year)

**Campus**: Waterloo

**Reports to**:Marketing Manager

**Employee Group**: WLUSA

**Application Deadline**: January 26, 2023

**Requisition ID**:5108

Wilfrid Laurier University is a leading multi-campus university that excels at educating with purpose. Through its exceptional employees, students, researchers, leaders, and educators, Laurier has built a reputation as a world-class institution known for its rich student experience, academic excellence, and global impact. With a commitment to Indigenization and commitment to equity, diversity, inclusion, Laurier’s thriving community has a place for everyone.

Laurier has more than 19,000 students and 2,100 faculty and staff across campuses in Waterloo and Brantford, as well locations in Kitchener and Milton. The university is committed to providing an inclusive workplace, a flexible work policy and employing a workforce that is reflective of local and national demographics. Our locations are situated on the traditional territories of the Neutral, Anishnawbe, and Haudenosaunee peoples. We recognize the unique heritages of Indigenous peoples and support their intentions to preserve and express their distinctive Indigenous cultures, histories, and knowledge through academic programming and co-curricular activities. Laurier’s Centre for Indigegogy is one example of how Laurier honours Indigenous knowledge.

***:
**Position Summary**:
Reporting to the Associate Manager, Marketing, the Marketing Specialist is a key strategic contributor to the university’s External Relations team.

The Marketing Specialist assists in developing and executing a variety of strategic marketing plans to build the Laurier brand, advance the university’s strategic objectives and protect and uphold it’s reputation. The marketing plans may include market research/insights, media plans, creative development, promotional and communications initiatives - to support the organization’s corporate, recruitment and fundraising purposes. Creating recommendations based on analytics, insights, defined objectives and best practices is important for the role to drive strategic direction.

This Specialist plays a critical role in leading cross-functional teams (including internal teams and external agency/community partners), and leading project management (including developing strategic objectives, timelines, critical paths, project/communication plans, and analyzing and reporting on results). The role also supports with strategizing, writing and editing a variety of complex marketing and communications materials for both the overall institution and the university’s many departments. These may include advertisements, video, social content, print communications, search marketing, etc. for both external and internal stakeholders - including students, alumni, government/community partners, faculty, staff, senior leaders, etc..

**Accountabilities**:
**Marketing Strategy & Execution Support**:

- Assist the Associate Marketing Manager with short and long term marketing planning including the development of the marketing strategy and annual marketing plans to build and protect the institution’s brand and reputation
- Support the creation and implementation of key marketing programs and campaigns to build the Laurier brand and achieve critical objectives - including the strategic development and execution of paid media plans, creative ideas and messaging, communications plans, events, and other sub-strategies
- Lead the thinking, planning and execution of specific elements of the plan
- Conduct regular environmental scans, detailing the marketing activities and brand executions of key competitors and winning brands to highlight relevant findings and implications for senior leadership
- Research relevant industry experts, competitors, target audience and users to understand best practices and share with cross-functional teams to help build institutional knowledge
- Support the development of marketing research projects - including defining key performance indicators, and objectives
- Lead special cross-functional projects
- Assist with integrating content strategy and time-specific brand campaigns to drive campaign goals

**Content Planning & Execution**
- Develop critical marketing content for assigned portfolios/projects for all marketing channels and audiences, including digital marketing, promotional campaigns and publications. Develop the thinking and approach, write messaging, work with designers and digital media specialist to create supporting visuals and collaborate with the social media team
- Responsible for prioritizing tasks to ensure key deadlines are met. This includes oversight of marketing and editorial calendars, setting expectations on timelines with ke