Term: 2 years

Embedded within, functionally reports to, and receives strategic direction and enrolment management goals from the Faculty (or Faculties) assigned to the role and reports directly to and receives support, expertise, and resources from the Marketing & Undergraduate Recruitment (MUR) unit of the Registrar’s Office (RO); responsible for establishing and managing the process and framework by which the Faculties meet overall enrolment management goals, including developing integrated marketing, recruitment, and communications plans and conducting research and analysis to inform specific strategies, key messaging, and positioning. Plays a key role in engaging and educating the faculties’ staff, students, and alumni with respect to enrolment management, thus having a significant impact on the successful achievement of institutional enrolment management, retention, and revenue goals.

This role is embedded within, works in close collaboration with, and receives strategic direction and enrolment management goals from the Faculty of Health and Faculty of Science.

Responsible for providing expertise in enrolment management, undergraduate recruitment, and the application of marketing and communication principles to undergraduate student recruitment strategies

• Based on the faculties’ enrolment management goals, conducts research and analysis, and creates effective research-based overall undergraduate marketing, recruitment, and communications plans aligned with the faculties’ goals, including but not limited to specific strategic objectives; key messages; resource allocation; positioning; and the operationalization of print, web, new media, relationship-building, and event strategies.
• Responsible for applying the UWaterloo recruitment brand and visual identity frameworks to the faculties’ undergraduate marketing and communications strategy development.
• Develops strategies that include customized messaging targeted for the stages of the enrolment management funnel as well as virtual and on-campus techniques that enable prospective students to visualize their UWaterloo experience.
• Responsible for developing effective solutions to problems that impact recruitment, for capitalizing on opportunities that help realize the faculties’ enrolment management goals, and for determining initiatives that support a student-centered approach, focusing on high-touch customer service and conversations.
• Leverages technology to achieve the objectives of the faculties’ marketing, recruitment, and communications plans, including but not limited to the incorporation of new media strategies (e.g., social networking) to engage prospects in conversations
• Manages positive and effective relationships with prospective students/applicants, parents/supporters, and other related UWaterloo partners as needed (e.g., discipline-specific teachers, UWaterloo alumni, co-op employers, etc.).
• Meets with appropriate groups, committees, and individuals to share research, information, and perspectives related to student-centered enrolment managemen
• Provides ongoing evaluation of prospective markets and recommended marketing strategies to inform proposals for new or emerging programs.
• Contributes expertise to inform institutional marketing strategies, providing a faculty perspective at MUR meetings, including but not limited to Roundtable meetings, and leverages university-wide enrolment management strategies in the creation of the faculties’ marketing, recruitment, and communications plan.
• Participates in undergraduate recruitment events, such as but not limited to the Ontario Universities’ Fair and on-campus open houses to recruit and confirm students and develops strategies for collecting qualitative research data at such events.
• Responsible for occasional travel, including but not limited to participation in the Ontario Universities’ Fair and off-campus meetings with alumni

Responsible for developing a research-based integrated undergraduate communications plan aligned with the faculties’ enrolment management goals, including print, web, and new media strategies

• With appropriate involvement and collaboration with other MUR team members, develops and implements student-centered content strategies that integrate the faculties’ marketing, recruitment, and communications plans with the MUR university-wide undergraduate recruitment marketing plan.
• Manages all undergraduate recruitment communications strategies from inception to successful completion, including but not limited to creating specific communications strategies for undergraduate recruitment, determining the mix and timing of communication strategies as well as the content and key messages to be included at all stages of the enrolment management funnel, ensuring the accuracy of all information, and implementing a quality control process.
• Develops and writes strategic, student-centered undergraduate recruitment communications, including but not limited to print pieces, content for future undergraduate students on the faculties’ website, and new media initiatives (e.g., social networking), applying the UWaterloo positioning framework, ensuring that such initiatives reflect the university’s reputation for high quality and innovation, and verifying the integration of all strategies.
• Provides feedback and content suggestions for the faculties’ information on the Undergraduate Programs website.
• Conducts a costing analysis of the faculties’ marketing, recruitment, and communications plans to inform the development and management of the MUR and faculties’ budgets as it relates to the delivery of the plans

Collaborates, advises, and consults

• Advises the Manager, Marketing & Campus Engagement and works collaboratively with other MUR and RO team members who provide support, expertise, and resources to inform the faculties’ marketing, recruitment, and communications plans.
• Interacts and collaborates with MUR team members; faculty administrators, faculty members, and colleagues; and staff from other departments in order to provide and obtain advice and to gather information to effectively inform the development and delivery of a comprehensive marketing plan, including specific recruitment and communications strategies.
• With recognition and understanding of the disparate priorities and opinions of departmental personnel, proactively negotiates and builds effective relationships with faculty stakeholders, such as faculty, staff, current students, and alumni, to engage and educate them with respect to key value propositions and the importance of a student-centered approach to recruitment
• Proactively and effectively manages and balances the expectations of faculty members to achieve enrolment management goals
• Guides the faculties’ Undergraduate Recruitment Co-ordinator in the development of a research-based and student-centered recruitment plan for relationship-building initiatives and events, focusing on high-touch customer service and conversations.
• Liaises with Creative Studio to supervise and co-ordinate the production process, including the negotiation of production schedules, budgets, and the optimal way to communicate messages
• Proactively shares knowledge so that all MUR team members can incorporate new information and techniques into their initiatives.
• In consultation with faculty colleagues and other stakeholders as appropriate, ensures that communication strategies align with the faculties’ strategic plan and communication protocols and those efforts are not being duplicated; plays a key role in establishing these communication protocols
• Embraces UWaterloo and MUR values that we are curious, courageous, and engaged and that we all belong

Understands and applies current, relevant market research and institutional knowledge

• Keeps fully informed and knowledgeable about all aspects of programs, admissions, student life, visual identity and branding, success after graduation, and other issues related to prospective undergraduate students, applicants, and admitted students, including all relevant research, communications, recruitment initiatives, and how any changes impact the strategies for which they are responsible.
• Maintains a clear understanding of generational characteristics, the needs of all audiences at different stages throughout the enrolment management funnel, and the motivations of young people and their parents with respect to post-secondary studies in order to enhance the strategies for which they are responsible.
• Researches and recommends continuous improvements to the faculty marketing strategies and policies, and keeps current with respect to best practices, the individual differentiating strengths of each program, and the most effective methods of recruiting students to the faculties’ programs.
• Keeps up to date with trends in recruitment, marketing, and communications; significant developments that impact marketing to all audiences; and the recruitment and communications practices of the faculties’competitors.
• Understands the role of research in evidence-based strategies, and with the collaboration of the Marketing Insights Specialist, as appropriate, establishes objectives, and designs, conducts, and analyzes research to inform decision-making, strategy development, messaging, and budget; to determine the optimal methods of evaluating the impact and effectiveness of the strategies for which they are responsible; and to ascertain and recommend the most effective enhancements.
• Conducts quantitative and qualitative surveys, such as but not limited to questionnaires, interviews, focus groups, and secondary data analysis.
• Effectively interprets research findings to determine relevance to the faculties’ marketing, recruitment, and communications plans and specific communications strategies, presents the results to stakeholders to gain buy-in for the recruitment approach, and makes informed and actionable recommendations to guide the faculties in achieving enrolment and retention goals

Project manages workflow and business practices

• Assumes project management and problem-solving responsibilities for all initiatives, including personnel, resources, time, and budget, ensuring proper monitoring and control of expenditures that result in the prudent use of institutional resources, value for money, and fiscal control so that the strategies for which they are responsible are delivered within budget
• Determines and applies appropriate key metrics for measuring the success of undergraduate recruitment initiatives.
• Creates and updates an annual tactics document that details the activities for which they are responsible, in conjunction with the Undergraduate Recruitment Co-ordinator, and co-ordinates those activities with other faculty marketing initiatives
• Develops, writes, and follows Marketing Action Plans that accurately document all components of each particular marketing strategy for which they are responsible, and contributes appropriate updates to the overall MUR tactics document

Other

• Carries out other general and specific duties as may from time to time be determined

• Bachelor’s degree in communications or marketing, or communications-related discipline; faculty-related education an asset
• 5 years of experience in a not-for-profit marketing and/or communications role, preferably in an educational setting.
• Experience in the development of strategic marketing plans and associated integrated communications plans.
• Experience with branding strategies and the best methods of maximizing the tangible and intangible values of a brand.
• Experience with market analysis, including data acquisition and the selection of factors that identify target markets.
• Experience with the development of content (text and images) specifically for web sites and social media applications
• Experience with a content management system and best practices for web
• Experience managing projects from inception to successful
• Experience working with designers and
• Experience with the development and delivery of informational
• Essential: demonstrated superior attention to detail
• Excellent written and oral communication skills, including a solid understanding of English grammar, a demonstrated successful track record in promotional writing focused at a student audience, and extensive experience writing content with the purpose of communicating a brand or message.
• Demonstrated ability to coach others in preparing high-quality, innovative presentation
• Demonstrated aptitude for and success in solving
• Solid understanding of and experience with quantitative and qualitative research coupled with proven ability to assess findings to make informed recommendations, particularly as applied to consumer analysis.
• Familiarity with a variety of media, including video creation and social
• Knowledge of student recruitment marketing and enrolment management principles as defined by industry enrolment management experts, such as Noel Levitz, and experience in developing marketing and communication strategies for students based on a full understanding of the motivations of young people and their parents with respect to post-secondary studies
• Demonstrated success in applying political acumen and a collaborative, consensus-building approach based on sensitivity to the needs and interests of a variety of partners.
• Highly adaptable, with strong organizational skills, a commitment to continuous improvement, and the ability to handle multiple tasks, meet deadlines, and excel in a fast-paced environment characterized by changing priorities.
• Demonstrated ability to thrive in and contribute to an integrated and collaborative team environment and to apply a positive team approach to working with colleagues.
• Technical skills the use of Microsoft Office Suite, Adobe Creative Suite, social media platforms, CRM, Drupal, etc.

The University of Waterloo acknowledges that much of our work takes place on the traditional territory of the Neutral, Anishinaabeg, and Haudenosaunee peoples. Our main campus is situated on the Haldimand Tract, the land granted to the Six Nations that includes six miles on each side of the Grand River. Our active work toward reconciliation takes place across our campuses through research, learning, teaching, and community building, and is co-ordinated within the Office of Indigenous Relations.

The University values the diverse and intersectional identities of its students, faculty, and staff. The University regards equity and diversity as an integral part of academic excellence and is committed to accessibility for all employees. The University of Waterloo seeks applicants who embrace our values of equity, anti-racism and inclusion.  As such, we encourage applications from candidates who have been historically disadvantaged and marginalized, including applicants who identify as First Nations, Métis and/or Inuk (Inuit), Black, racialized, a person with a disability, women and/or 2SLGBTQ+.

Positions are open to qualified candidates who are legally entitled to work in Canada.

The University of Waterloo is committed to accessibility for persons with disabilities. If you have any application, interview, or workplace accommodation requests, please contact Human Resources at hrhelp@uwaterloo.ca  or 519-888-4567, ext. 45935.