Director of Marketing and Brand Strategy

1 week ago

Lethbridge, Alberta, Canada University of Lethbridge Full time
Job Summary

The University of Lethbridge seeks a highly skilled and experienced Director of Marketing and Brand Strategy to lead the development and implementation of strategic marketing initiatives that enhance the institution's reputation and brand.

Key Responsibilities
  • Provide leadership for marketing programs and services through annual planning, developing and implementing new strategies that support strategic directions with the goal to enhance and champion ULethbridge's brand, awareness, image and reputation.
  • Create and implement comprehensive marketing strategies that position ULethbridge as a top choice for students and employees, a research leader, and community supporters. Ensure marketing strategies align with the University's brand promise and build its reputation.
  • Provide leadership to the University's Marketing team (which includes the Design and Digital Communications unit).
  • Develop and refresh brand guidelines and ensure these are communicated to the community on a regular basis. Ensure any shifts in branding unfold with the appropriate level of consultation with the community.
  • Identify opportunities to use emerging marketing strategies and methods that advance strategic goals and objectives.
  • Utilize market intelligence and incorporate data to report on progress and to support future decisions. Provide ongoing budget and campaign effectiveness reports.
  • Set goals and objectives for the Marketing team. Lead team to ensure goals and objectives are achieved.
  • Oversee the allocation and management of the marketing budget to ensure efficient use of resources and maximize return on investment.
  • Represent CMGR on committees (including those related to strategic enrolment management); liaise with other institutions and associations, agencies and organizations as necessary.
Marketing Content and Campaigns
  • Supervise the creation and implementation of strategic marketing content and coordinates marketing campaigns across various channels to ensure consistent and effective messaging.
  • Work closely with communications, academic departments, recruitment and retention professionals, Graduate Studies, International, External Relations, and others to support departmental marketing needs and promote the University's objectives.
  • Lead the development of branding initiatives and collaborate with the community to interpret and implement branding strategies. Significantly, the Director will participate in a significant brand refinement process.
Team Leadership
  • Foster a culture of learning and accountability within the Marketing department.
  • Encourage professional growth amongst the team. Encourage colleagues to remain well-informed of best practices related to marketing, design, web design and related best practices. Provide mentorship to the team; build capacity through the development of the team.
  • Serve as a sponsor for progressive change. Undertake activities that create a culture of collaboration, transparency and respect. Encourage an inclusive working environment that is respectful and professional.
  • Ensure work of the team adheres to the University's policies and procedures.
Qualifications
  • A bachelor's in business, marketing or communications. A master's is considered an asset.
  • A minimum of seven to 10 years of management within a marketing function is expected with demonstrated success in the discipline desired.
  • Experience within the post-secondary sector or as part of a large complex organization (unionized environment) is desired.
  • A demonstrated commitment to professional development and achievement of relevant certifications/designations is favorable.
  • An equivalent combination of education and experience may be considered.
Job-Specific Knowledge and Technical Skills
  • Proven ability to develop institutional marketing strategy. Ability to steward the University's brand and increase brand awareness.
  • Demonstrated success in conceptualizing and implementing successful marketing campaigns in a deadline-driven environment.
  • Proven expertise in project planning, management, and process improvement, with a demonstrated ability to efficiently oversee multiple projects simultaneously.
  • Leadership skills (calm, highly professional, ability to build trust). Able to function with a high level of diplomacy.
  • Team building/supervisory experience.
  • Strong attention to detail.
  • Ability to manage a significant, centralized marketing budget.
  • Strong interpersonal skills; dedicated team player; strong emotional intelligence.
  • Project management skills (planning, scheduling in a deadline environment).
  • Ability to link market research to marketing initiatives.
  • Ability to create great marketing copy and inspire others to as well.
  • Significant understanding of digital marketing and advanced ability to utilize digital marketing platforms.
  • Understanding of web publishing, SEO/SEM, mobile marketing, and analytics.
  • Content Marketing expertise.
  • Understanding of strategic enrolment management (SEM) principles.
  • Experience with CRMs.
  • Content development expertise.
  • Customer focused.
  • Ability to set measurable goals and track/report on campaign progress (including reports to senior administration and the Board of Governors).
  • Understanding of accessibility design, user experience, user interface, and user journey (web).
  • Superior oral and written communication skills.
  • Understanding of design concepts.
  • Experience in post-secondary environments including strategic enrolment management.
  • Ability to maintain confidentiality.

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