Manager, Marketing and Digital Engagement

7 months ago

Waterloo, Canada University of Waterloo Full time

Overview:
The Manager, Marketing & Digital Engagement is responsible for team leadership, operational oversight, and implementation of marketing and digital engagement strategies in support of the University’s undergraduate domestic and international recruitment goals.

Motivating and supporting a highly capable team of marketing and recruitment professionals and staying up to date with the latest digital marketing technologies and trends is a critical part of this role. This position is responsible for identifying opportunities for innovation in order to have a substantial effect on the achievement of the University's undergraduate enrolment management and revenue objectives.

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

**Responsibilities**:
Strategic leadership of marketing and digital engagement strategies
- Ensure alignment with MUR’s overall communications, marketing, and recruitment objectives, as well as the University's strategy, collaborating with internal stakeholders including the faculties, AFIWs, and ASUs
- Recommends, develops, and manages a significant budget aligned with the successful achievement of MUR marketing and digital engagement goals
- Develops and executes digital marketing strategies that resonate on both domestic and global scales, ensuring a consistent and impactful presence that reflects deep understanding of diverse global audiences, their cultural nuances, and preferences
- Creates original digital content, including blog posts, articles, newsletters, paid digital advertising, videos, and social media posts in collaboration with the Manager, Marketing and Communications Strategy
- Provides expertise with respect to the Waterloo web content management system (WCMS)
- Partners with internal and external content managers, editors, designers, developers, and other University staff to ensure that MUR webpages are updated in compliance with institutional and government web and accessibility standards and that they adhere to best practices (e.g., AODA, SEO, IA, UX, etc.)
- Ensures that all marketing activities comply with relevant regulations and laws, such as GDPR (General Data Protection Regulation) or CASL (Canada’s Anti-Spam Legislation)
- Engages, understands, and leverages customer databases and CRM tools to track and nurture Waterloo’s relationships with prospective students
- Promotes and enhances the organization's brand image and reputation in the digital space, ensuring brand consistency across all digital touchpoints
- Works with the Manager, Marketing and Communications Strategy to develop key digital messaging, lead generation tactics, and support for recruitment travelers that position Waterloo as a global institutional leader and top choice for prospective students

Leads, motivates and mentors staff
- Establishes opportunities for high levels of communication and collaboration within MUR, the University overall and with key stakeholders
- Supports team building within MUR, the Registrar’s Office, and across campus
- Leads collaborative projects among the team, 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, and creativity

Collaborates, Advises, Consults, Educates and Builds Consensus
- Develops, oversees, and shares innovative approaches for all digital engagement platforms with campus stakeholders, as well as keeping abreast of emerging social media platforms and trends
- 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

Reporting, Insights & Understanding
- Tracks and reports on the impact of strategic aspects of MUR’s digital presence and ensures excellence and consistency of messages and approach across MUR
- Monitors online communities, student blogs and other various media for content that may harm the University’s reputation as well as emerging trends using advanced technology
- Analyze and track key performance indicators (KPIs) such as website traffic, conversion rates, click-through rates, and social media engagement to make data-driven decisions and optimize strategies
- Create and maintain meaningful connections with target audiences, understanding target audience demographics, behaviors, and preferences to develop strategies that resonate with them
- Lead the measurement and reporting of our digital assets and platforms across M

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