Marketing and Brand Strategy Manager

**Date**:Feb 27, 2025 **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**:Director, Marketing and Brand Strategy **Employee Group**: Management **Application Deadline**:March 16, 2025 **Requisition ID**:9074 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 21,000 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. Laurier's Waterloo, Kitchener, and Brantford campuses are located on the shared traditional territory of the Neutral, Anishnaabe, and Haudenosaunee peoples. This land is part of the Dish with One Spoon Treaty between the Haudenosaunee and Anishnaabe peoples and symbolizes the agreement to share, protect our resources, and not to engage in conflict. Laurier's Milton campus is located on the traditional territory of the Mississaugas of the Credit, and part of the Nanfan Treaty of 1701 between the British Crown and the Haudenosaunee Confederacy. **Position Summary**: Reporting to the Director of Marketing and Brand Strategy, the Manager, Marketing and Brand Strategy will be a leader in developing and implementing the university’s marketing strategy to achieve the organization’s strategic objectives. The Manager, Marketing and Brand Strategy is a hands-on strategic marketing professional who creates and implements marketing strategies and campaigns that “tell the story of Wilfrid Laurier University” and are aligned with the organization’s vision, mission, goals and objectives in support of recruitment, fundraising and corporate purposes. With a data-driven strategic approach, the Manager uses results and market research to identify audience insights, and strategic opportunity areas for growth and brand building. Translating these opportunity areas into strategic plans, the Manager leads the organization through cross-functional planning to develop strategic, audience-centric marketing plans that incorporate branding best-practices and results-driven and measurable action plans. With a focus on multiple audiences, including but not limited to government, industry leaders, academics, employers, etc., the Manager, Marketing and Brand Strategy will lead the development of integrated marketing strategies, campaigns and programs to support Laurier’s institutional objectives including the elevation of the university’s reputation and supporting revenue-generation among key audiences. This includes responsibility for: - leading institutional strategic marketing initiatives - including market research studies, brand strategy development, agency partner reviews and integrated marketing campaigns - creating campaign objectives and strategies - developing paid media and creative recommendations - engaging, informing and aligning key stakeholders and decision makers - managing, building and maintaining agency partner relationships and budgets - leading agency partner procurement processes, including managing cross-functional committees - leading cross-functional team members and managing project execution - tracking and analyzing the effectiveness of campaigns, marketing ROI/ROAS - overseeing and achieving annual campaign/project budgets - preparing and presenting reports across the organization, to share results, insights and strategic recommendations for implications and optimizations As a passionate, target-centric marketer, the Manager brings proven experience in achieving results with effective marketing programs. With experience in developing insight-based marketing recommendations, the incumbent is strong in both analytical skills and strategic thinking. The Manager also bring expertise in managing marketing campaigns (including paid search, digital/display ads, video and social media). Finally, the Manager is a strong leader who can effectively manage complex projects, and collaborates with both internal and external partners to build effective relationships and achieve common goals. Direct reports: - Videographer & Multimedia Producer **Accountabilities**: **Marketing strategy**: - With the Director of Marketing and Brand Strategy, support the development of the marketing strategy and marketing plans for Wilfrid Laurier University to enhance the