Job Description

Department: Enrolment Services

Job Type: Limited Term

Full-time/Part-time: Full Time (
=1249 hrs/year)

Campus: Waterloo

Reports to: Associate Registrar, Recruitment & Admissions

Employee Group: Management

Application Deadline: November 16, 2022

Requisition ID: 5082

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 and , Laurier's thriving community has a place for everyone.

Laurier has more than 19,000 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 and employing a workforce that is reflective of local and national demographics. Our locations are situated on the traditional territories of the Neutral, Anishnawbe, and Haudenosaunee peoples. We recognize the unique heritages of Indigenous peoples and support their intentions to preserve and express their distinctive Indigenous cultures, histories, and knowledge through academic programming and co-curricular activities. Laurier's Centre for Indigegogy is one example of how Laurier honours Indigenous knowledge.

Position Summary

As a leader in the Recruitment & Admissions team, the incumbent will direct the strategic planning and business operation of marketing and communications to advance the position of Wilfrid Laurier University nationally and internationally and to inspire high performing prospective students and applicants to join the Golden Hawk family. The Manager, Marketing & Communications Strategy is responsible for team leadership, strategic development, operational oversight, and implementation of an integrated marketing and communications strategy in support of the University's undergraduate recruitment goals.

Reporting to the Associate Registrar, Recruitment & Admissions department, the Marketing and Communications Manager contributes to ensure the undergraduate enrolment goals of the university are achieved. The incumbent will establish and maintain strong working relationships with partners in External Relations and elsewhere in the institution to deliver on both recruitment and broader institutional strategies.

The Marketing & Communications Manager will lead a high performing team of professionals within Marketing and Communications. Providing leadership, support, and development to deliver on the strategy and tactics lead by the Recruitment & Admissions Office, this is a critical role contributing to the success of the institution. The incumbent is responsible to advance Laurier's profile through careful consideration and planning across all platforms with proven expertise in print, digital, and all online strategies. A commitment to evidence-based decision making requires the incumbent engage and conduct market research in order to adopt and apply best practices and lead the industry as it relates to emerging technologies for authentic engagement.

Recruitment & Admissions is a team-based environment, and the Marketing & Communications Manager is a key contributor to the overall objectives of this team. Interpersonal interactions and partnership building across a multi campus portfolio are critical to success. The incumbent will provide subject matter expertise to key university initiatives in a multi-campus environment. This position has a university-wide mandate and is based at the Waterloo Campus.

Accountabilities

Lead Recruitment & Admissions' Marketing Strategies:

• Develops, implements, and a leads comprehensive integrated marketing and communications strategy centred within a Salesforce based CRM
• Leads team members in the development of key themes and messages and ensures their consistent integration through all Recruitment & Admissions platforms.
• Leads team members in the utilization of CRM tools to create and execute marketing strategies including but not limited to building and scheduling of campaigns, A/B and multi-variant testing, and marketing integration
• Researches and maintains significant knowledge on academics and student life at Laurier's campuses.
• Ensures that all efforts resonate with a diverse target demographic -locally, nationally, and internationally as appropriate.
• Establishes and maintains communications best practices for the recruiting of students, including the implementation of current and emerging technologies.
• Recommends, develops, and manages a significant budget aligned with the successful achievement of Laurier's enrolment goals.
• Manages and supports the procurement process for external vendors to support the marketing efforts

Social Media / Web Communications:

• Develops the strategy and oversees the messaging, organization, governance and overall direction of the Recruitment & Admissions web properties, in support of prospective student communications, recruitment and internal communication goals.
• Leads the production and delivery of digital communications
• Develops and executes content strategies and builds a relevant digital/social ecosystem to inspire engagement.
• Leads the growth and evolution of strategic on-line activities using a social media suite of products
• Works within Laurier's Social Media policy and guidelines and collaborates with External Relations to continue to develop and evolve a social media approach that resonates and is highly influential with prospects and applicants.

Print:

• Provides thought leadership in the design and production of recruitment and admissions promotional materials including the admissions viewbook, promotional posters, tabloids, Dialogue publication, electronic presentation, offer packages, etc., and other supporting print collateral
• Works with CPAM in design, copy writing, layout, and photograph selection of all promotional pieces.
• Oversees the writing, design, production, and distribution of all print materials and design collateral used to recruit and communicate with current and prospective students.
• Manages an inventory of publications (from all Recruitment & Admissions areas) and produces all pieces within timelines and with all requirements.

Market Research and Intelligence:

• Using an evidence-based approach to decision making requiring a proven and robust approach to research and evaluation
• Ensure that marketing and communication activities have appropriate tools in place to measure success and future resourcing.
• Identify new sources or methods for analyzing the effectiveness or marketing and communications activities and general outreach to prospective students.
• Using a variety of sources including the CRM, execute data driven analyses on effectiveness and efficiency of marketing and communications activities, prepare and present findings to stakeholders, and make data driven recommendations for adjustments to R&A strategies.
• Monitor trends in post-secondary education and recruitment, research information on direct competitors, prospective student satisfaction and stakeholder support.
• Research and implement impactful marketing and communications initiatives to increase Laurier's exposure to our target demographic and geographic areas.
• Lead the industry through conference presentations and/or contributions to publications on Gen Z, marketing efforts in PSE, evaluations techniques, partnership etc.

Qualifications

• Post-secondary degree in business, marketing or communications, public relations, or a combination of related experience
• 5-7 years recent experience in strategic marketing communication, preferably within a university environment, including website content, publications, digital media and advertising, market research, social media
• Experience working within a CRM (Salesforce preferred), including creation of campaigns and marketing materials as well as utilizing reporting and metrics to track progress to targets
• Familiarity with the internal and external communities of Laurier and relevant experience with both is an asset
• Strong background in recruitment strategy and initiatives; experience working with various prospective student constituents and a proven understanding of overall strategic marketing strategies
• Experience working with designers, writers, film editors, and other content development experts
• Excellent knowledge of the social media environment and landscape and evolving trends
• Understanding of website development and management an asset
• Some knowledge of Adobe Creative Suite would be an asset
• Understanding of high-level issues at the institution and an understanding of how the Recruitment & Admissions Office supports and contributes to the strategic vision of Wilfrid Laurier University.
• Exemplary interpersonal and communication abilities; ability to relate well to a variety of people and maintain trust amongst stakeholders
• Experienced at public speaking and making effective presentations that engage and inform
• Experience dealing with marketing campaigns targeted at the youth and young adult population (15-24 years old)
• Experience dealing with communications targeted at diverse audiences
• High energy and a passion for the promotion and attainment of Laurier's enrolment management goals
• Exceptional written and oral communications skills
• Superior research, analytical, judgement and decision-making skills
• Demonstrated experience in project management
• Ability to work under tight and competing deadlines

Hours of work: This is a full-time, limited term position until June 30, 2023. Regular hours of work are Monday to Friday, 8:30am to 4:30pm.

Compensation:

Grade: MG-2B

Rate of pay: $77,188 - $96,485

All Laurier employees and students are required to comply with the University's . Effective May 1st, Wilfrid Laurier University will pause its proof of vaccination requirements. Should these recommendations change, vaccination requirements can be reinstated on short notice. Community members should remain up-to-date with their COVID-19 vaccinations.

Wilfrid Laurier University endeavors to fill positions with qualified candidates who have a combination of education, experience, skills and abilities to successfully perform the duties of the position while demonstrating Laurier's Employee Success Factors.

Equity, diversity and creating a culture of inclusion are part of Laurier's core values and central to the Laurier Strategy. Laurier is committed to increasing the diversity of faculty and staff and welcomes applications from candidates who identify as Indigenous, racialized, having disabilities, and from persons of any minority sexual and gender identities. Indigenous candidates who would like to learn more about equity and inclusive programing at Laurier are welcomed to contact the Office of Indigenous Initiatives. Candidates from other equity deserving groups who would like to learn more about equity and inclusive programing at Laurier are welcomed to contact Equity & Accessibility. We have strived to make our application process accessible, however if you require any assistance applying for a position or would like this job posting in an alternative format, please contact Human Resources. Contact information can be found at

Should you be interested in learning more about this opportunity, please visit for additional information and the online application system. All applications must be submitted online. Please note, a resume and cover letter will be required in electronic form.