Director, Marketing

Job Information
Author ahnationtalk
Date August 27, 2019
Deadline Open
Type Full Time
Company Wilfrid Laurier University
Salary $104,686 - $130,857 - Annual
Location Waterloo, ON
Category Business / Management
Client Wilfrid Laurier University
Contact Information
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Director, Marketing

Posting ID : 11230
Apply By : 9/6/2019
Position Title : Director, Marketing
Department : External Relations
Job Type : Full-time, Continuing
Campus : Waterloo
Reports To : AVP External Relations
Position Summary :

Wilfrid Laurier University is a leading multi-campus, university known for academic excellence and a culture that inspires lives of leadership and purpose. Laurier has a distinct commitment to teaching, research, experiential learning, sustainability and scholarship, which combine to address critical challenges in society, business, the economy and the environment – globally and in the communities we serve. At Laurier’s heart is its strong student focus, which results in exceptional levels of student satisfaction and a deep sense of community that lives on through the university’s highly engaged alumni.

Laurier takes pride in building meaningful relationships with colleagues and students. The Laurier community supports one another, encourages collaboration and teamwork and respects work/life balance, all while recognizing the importance of a challenging, rewarding and inspiring career. Laurier has more than 19,000 students and 2,100 faculty and staff across campuses in Waterloo and Brantford, as well as locations in Kitchener and Toronto.

Diversity is one of Laurier’s core values. The university is committed to providing an inclusive workplace 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.

We currently have an opportunity to join the Laurier community as a Director, Marketing.

Reporting to the AVP External Relations, the Director, Marketing is responsible for creating, leading and delivering the university’s overall strategic marketing plan. The Director is a hands on 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.  The Director’s key responsibility is to create, lead and deliver a marketing plan that enhances the university’s reputation through consistent, compelling and authentic marketing programs and campaigns.  This responsibility flows through all aspects of centralized marketing and creative services and will ensure that Laurier maintains a unified visual presence, while at the same time allowing flexibility so that departments within the university may retain elements of individuality.

The Director, Marketing utilizes analytics extensively to inform strategies and programs and is the university’s foremost expert regarding delivering effective marketing campaigns that use traditional media and leading digital technologies. Working closely with colleagues across the university as well as on the External Relations management team, this position will advocate for the adherence to university brand policy and graphic standards both within and outside the university.

The Director, Marketing leads the functional, operational, and human resources for the Marketing and Creative Services teams to ensure a high level of production quality and operational efficiency together with excellence in visual design.   Maximizing efficiencies, they will ensure a customer-driven and results oriented focus among the Marketing and Creative Services teams.  They will advance the university’s overall mission to attract high quality students and to promote university accomplishments through effective story-telling.

The incumbent provides leadership in a multi-campus environment, requiring regular interaction, communication and collaboration with staff and stakeholders at all university campuses and sites and with our leading external partners. The Director, Marketing and Creative Services will ensure the unit’s policies, programs and services are delivered equitably across all campuses and reflect the needs of local stakeholders.  The Director, Marketing and Creative Services will participate on multi-campus, university-wide initiatives, and is responsible for alignment of strategic direction and policy. Interpersonal interactions are required on an ongoing basis with all departments at the Waterloo Campus, the Brantford Campus, the Toronto office and post-secondary and external partners. The incumbent will provide subject matter expertise to key University initiatives in a multi-campus environment.

The normal hours of work are 8:30 am to 4:30 pm, Monday to Friday.  Flexibility in hours will be required, including evening and/or weekend work due to communication priorities.


    1. Creates, leads and delivers an overall marketing plan for the university including strategies for:
        • Marketing and advertising, including audience research, segmentation, targeting and channel planning for effective marketing;
        • Creative Services including: graphic design, non-academic related videography and photography;
        • Brand and identity management;
        • Publications for student recruitment and admissions, and general marketing publications;
        • Digital design, video development and marketing collateral for various online and related social platforms.
        • Content creation that amplifies the university’s brand narrative and tells the Laurier story
        • Provide strategic advice and recommendations for specific marketing campaigns including but not limited to a fall recruitment campaign and a spring reputation campaign
    1. Oversees the university’s brand and is responsible for consistent visual identity standards in all traditional and digital media. For this responsibility, the Director:
    • Ensures the visual identity guidelines are adhered to by members of the department, as well as other university departments and our institutional partners;
    • Directs the delivery of university marketing and communication materials with a special focus on student recruitment and admissions, special event and convocation, and other university priorities;
        • Ensures consistent application of ‘look and feel’ among all university materials.
        • Investigates, analyzes and advises on the creative marketing (online, print and other advertising, etc.) efforts of Laurier’s competitors in the post-secondary arena, and on Laurier’s own efforts.
        • Manages significant projects to ensure timely delivery of materials.
        • Interviews, selects, and liaises with vendors for Laurier initiatives.

3. Evaluates the effectiveness of current programs and operations, related to marketing and creative services. Leads request for proposal processes on behalf of multiple university partners to secure long term partners for media planning and buying, videography, printing including large format printing and street banner installation.  Proposes and develops Service Level Agreements with internal and affiliated university partners such as Martin Luther University College, the Lazaridis Institute and potentially many others.

4. Effectively uses research to inform marketing strategies. Sets measurable goals for each marketing strategy and produces regular updates that include analytics to report on the results of each strategy.

5. Liaises with university partners for online course delivery including:

    • Approves Laurier brand applications within partner materials;
    • Coordinates marketing programs between Laurier’s own marketing efforts and efforts by designated online marketing partners, including search, traditional, digital and social channels.
    • Meets regularly (weekly or as needed) with faculty leaders and designated marketing partners to coordinate the full range of issues that arise from parallel marketing campaigns including identification, provision and approval of digital assets, complementarity of design, potential conflicts in media plans and placements.
    1. Works collaboratively with colleagues in External Relations, Development and Alumni Relations, Recruitment and Admissions, and with colleagues managing faculty, research centre, institute and departmental marketing programs within the university.
    1. Develops budgets for marketing and creatives services areas with the AVP External Relations. Reviews and provides direction on faculty and departmental budgets for marketing campaigns and creative design.
    1. Manages staff on the marketing and creative services team, and specifically:
    • Produces regular reports on the marketing and creative services team workload
    • Identifies regular professional development needs for direct reports and ensures their ongoing development;
    • Handles job postings and hiring of team members and student part-time help;
  • Deals with matters of employee discipline.

Qualifications :

  • A university degree, with a focus in Marketing, Advertising or Public Relations or a related field, and a minimum of ten (10) years’ related experience in marketing and creative services
  • Proven experience with brand and identity management
  • Knowledge of post-secondary education sector is an asset
  • Strategy development knowledge and skills
  • Experience leading market research projects and managing complex printing and online publication projects
  • Demonstrated experience creating, leading and delivering a marketing plan for a large, matrixed organization
  • Demonstrated experience developing, implementing and evaluating strategic marketing and advertising initiatives and plans, with an emphasis in online channels and the use of analytics
  • Demonstrated success in directing integrated and complex marketing and/or graphic design projects involving communications, research, web and social media partners
  • Demonstrated experience working with external vendors including media buying agencies
  • Experience with all forms of digital media
  • Strong project management, organizational skills, communication skills, accuracy and attention to detail
  • Excellent interpersonal skills and the ability to work collaboratively with departmental staff, co-workers and internal and external stakeholders
  • Proven supervisory experience in a setting that promotes teamwork, transparency, respect, trust and integrity

Grade : MG-3B
Salary : $104,686 – $130,857
Salary Notes : This is a full-time, continuing position.
Please Note : Please submit a cover letter and resume.

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.

Diversity and creating a culture of inclusion is a key pillar of Wilfrid Laurier University’s Strategic Academic Plan and is one of Laurier’s core values. 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 sexual identities 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 at Candidates from other equity seeking groups who would like to learn more about equity and inclusive programing at Laurier are welcomed to contact Equity and Accessibility at 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 at 519-884-1970 ext.2007 or

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