Manager, Marketing and Brand

3 weeks ago

Waterloo, Canada University of Waterloo Full time

Overview:
**Term: one year**

As part of the Marketing and Strategic Initiatives (MSI) team, and in collaboration with University Relations (UR) and cross-campus colleagues, the Manager, Marketing and Brand will work closely with the Director, Marketing and Brand to develop and deliver several key priorities including:

- Brand guidelines, tools, training and support;
- Multi-year marketing and brand campaigns; and
- Ongoing marketing and brand activities.

Key University objectives to contribute to:

- Increased University of Waterloo profile, reputation and brand preference with identified target audiences in planned target markets;
- Priority University outcomes including the support of revenue generation through student enrollment, funding and partnerships,
- Enhanced Waterloo pride, on and off campus; and
- Increased marketing and communications proficiency in University Relations and University-wide.

**Responsibilities**:
Marketing and brand communications implementation
- Undergraduate Recruitment (MUR) colleagues, other partners, etc.;
- Collaborate as required to develop, manage, implement and sustain the University brand campaign;
- Lead brand asset (e.g. photography, video, advertising, logos, stories, etc.) development, management and dissemination;
- Collaborate with internal and external partners and stakeholders to plan, create, traffic and evaluate paid media tactics including print, digital, native and out-of-home (OOH) formats;
- Support the University rankings communications strategy including digital and print advertising and content marketing across rankings and other post-secondary-related channels (e.g. QS, THE, ARWU, Maclean’s, AUCC, COU, Study in Canada); and
- Provide ongoing leadership and support to University-wide marketing and communications colleagues including communications planning, paid media coordination, creative and content development, and campaign analytics

Strategic planning and implementation activities
- Work with the AVP MSI and Director, Marketing and Brand, project team and others in the development of marketing and brand plans including audience and market definition, environmental scans, content marketing strategy, paid
- media strategy, and cross-channel tactical plans;
- Working with colleagues within UR and across campus to contribute to the development of an integrated brand and reputation research summary based on existing research insights as well as a plan for upcoming research activities;
- In collaboration with project team members and others, participate in the development and implementation of a UR-wide and University-wide content strategy; and
- In collaboration with UR colleagues, development of a cross-platform campaign analytics framework to establish benchmarks and ongoing campaign metrics for integrated marketing and brand campaigns including digital, print and direct touch points

Relationship and Change Management
- Maintain ongoing positive relationships with campus colleagues, partners, vendors and media relationship management related to key initiatives as well as day-to-day requirements
- Enhancing working partnerships with closely aligned campus partners who are responsible for ongoing marketing and brand activities, including MUR, Graduate Studies and Postdoctoral Affairs (GSPA), Centre for Extended Learning (CEL), Advancement, Student Success Office (SSO), Co-operative and Experiential Education (CEE), faculties, colleges, and research centres and institutes.
- Maintain positive relationships within and among University Relations and its stakeholders, both internal and external, and identify opportunities for internal collaboration and consultation with faculties, colleges and departments on marketing and brand projects, and execution of developed plans
- Build collegial relationships based on trust and mutual respect

Collaboration and outreach
- Develop positive relationships within UR and with its stakeholders, both internal and external, and identify opportunities for collaboration and consultation with faculties, colleges and departments
- Ability to establish/maintain productive internal and external working relationships including:

- University Relations staff;
- Key campus colleagues including marketing and communications staff within faculties, MUR, GSPA, CEL, CEE, Institutional Analysis and Planning (IAP), SSO and Advancement; and
- Key external partners including agency partners, market research providers and paid media publishers/vendors/partners

Qualifications:

- Post-secondary education, preferably in a field related to marketing and communications (e.g., marketing, communications, advertising, digital marketing).
- 5+ years of experience in relevant marketing roles, with a focus on the development and delivery of integrated cross-channel (digital, print, direct) strategies, tactics and measures of success for internal and external audiences on a national and/or international level.
- Proven expertise in the devel

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