International Communications Specialist

Overview:
Reporting to the Associate Director, International Operations, the International Communications Specialist will plan, implement, and evaluate an integrated marketing and communications program for the purposes of advancing the Waterloo International (WI) and the University of Waterloo’s international goals, image and reputation. The incumbent will produce communications in a wide array of formats through web, social media, and other digital and non-digital platforms. Target audiences are diverse and include University of Waterloo stakeholders (students, staff, faculty, Faculties, Academic Support Units), domestic stakeholders (including Global Affairs Canada, local community organizations, and domestic organizations involved in international education and research), and international stakeholders (including governments, universities, and prospective students). In addition, the Specialist will assist in preparing and copy-editing (including formatting and detailed editing) reports, briefing notes, and other deliverables produced by WI ensuring both brand compliance and a high standard of report quality.

The Specialist will:

- Support WI’s strategic objectives;
- Act as an internal marketing and strategic communications expert;
- Ensure content is of high quality, is consistent with University policies, guidelines, and best practices and meets accessibility, copyright, and other legal compliance requirements;
- Collect data, analyze trends, and provide data-driven recommendations on improvement of communication and marketing to WI management;
- Collaborate and coordinate with communication and marketing colleagues across campus to advance WI goals with the broader University community, in particular with those in the Office of the Vice-President, Research and International;
- Work closely with WI staff and management to identify news and develop stories and content about WI activities and initiatives;
- Provide marketing and communications support to WI staff and management;
- Plan and implement WI outreach activities on campus;
- Assist with other tasks as assigned.

**Responsibilities**:
Communication and Marketing Strategy
- Develop, implement, and maintain/update a comprehensive WI communication and marketing strategy that includes considerations for print, digital, and social media channels
- Based on the approved strategy, develop, implement, and assess, marketing campaigns and action plans designed to reach target audiences
- Develop WI’s brand positioning and key messaging
- Complete and periodically assess market segmentation, target market identification and positioning
- Develop, implement, and maintain content strategies and editorial calendars to guide digital and non-digital communications and marketing content design and development
- Conduct environmental scans, content audits, competitive analyses, gap analyses, or other
- research to ensure WI objectives are being met
- Research new technologies and social media opportunities to inform decision-making and to keep abreast of industry best practices
- Monitor and report on metrics for web, digital and social media initiatives, campaigns, brand positioning, and other communication and marketing activities
- Measure the effectiveness of web and other digital communications using e.g. Google analytics and other qualitative and quantitative data and measures to recommend and implement changes

Website and Social Media Management
- Be the lead contributor for the Waterloo International website and social media sites, writing and maintaining content as well as ensuring relevance, timeliness, and effective alignment with strategic goals
- Use social media to ensure an active WI presence engaging and supporting key stakeholders and audiences when appropriate
- Maintain WI website content by adding news articles, updating content and keeping agreements database and map updated
- Work with Faculties, Research Institutes and Centres, and Academic Support Units to identify and leverage relevant content created by other groups; solicit cross-promotional opportunities
- Ensure accurate, effective messaging, brand compliance, and adhere to AODA standards
- Use advanced features within the Waterloo Content Management System (WCMS) including images, tables, and other effective elements to publish web content and updates

Content Creation, Copy Editing, Review, and Publications
- Provide editorial service by reviewing various types of documents for WI staff to ensure accuracy, lay-out, and consistency of voice (e.g. agreements, delegation visit itineraries, country briefings, memos, reports etc.)
- Conduct research, interviews, and fact-checking for the preparation of media content
- Develop high-quality media content for web, social media, and other digital and non-digital platforms, ensuring that sufficient content is developed to maintain a consistent media presence
- Develop content (visual and text-based) for WI print, digital, and social