University of Waterloo

  • Manager, Marketing and Communications

    Requisition ID
    2018-3273
    Job Category
    Marketing / Public Relations / Communications
    Department
    5670 - Velocity - Student Innovation
    Job Status
    Temporary Appointment (Contract)
    Hiring Range
    $59,433 - $74,291
  • Overview

    Term: 1 year

     

    The Manager, Marketing & Communications is accountable to the Associate Director, Velocity for Regionwide entrepreneurship initiatives, management and coordination of resources and programs that enhanceentrepreneur engagement and success through:

    • research, analysis and dissemination of marketing data and best practices related to entrepreneurship, engagement, startup culture and success
    • development of an integrated, strategic, founder-centred approach to communication that, in addition to students, targets alumni, investors, mentors and the broader entrepreneurial community to promote and enhance entrepreneurship, engagement, retention and success
    • actively pursue and execute design-oriented marketing to speak to the niche market of entrepreneurship programming
    • recruitment of students, alumni, investors, mentors, and speakers to diversify and build and establish the Velocity brand

    In performing these functions, the incumbent will play an integral role in creating an encompassing approach towards student entrepreneurship success. The University’s Sixth Decade Plan lists entrepreneurship as one of our six foundational pillars. Velocity plays an integral role in advancing entrepreneurship at Waterloo and the success of Velocity is key to achieving the University’s priorities.

     

    This role is contingent on funding. 

    Responsibilities

    Overall Communication Strategy
    The Manager oversees creative development and implementation of the overarching communications strategy within Velocity. This includes all social media efforts, traditional marketing tactics and digital marketing with a focus on developing and implementing strategies designed to optimize metrics-based data, lead generation, and brand awareness. All data is to be fully analyzed to understand and incentivize entrepreneurial behaviour within the community for the purposes of propelling student success. This role is not only essential to enabling student success, its also critical to building out a cross campus entrepreneurship initiative, which in turn nurtures a university-bound top-tier startup culture of student entrepreneurship success. A successfully deployed strategy will incentivize a demand for entrepreneur applicants into the program, thereby position the Velocity brand as a highly sought after affiliation for recruitment of speakers, investors, and future mentors. The Manager will be responsible for taking a lead alongside the Director, Velocity for recruitment from all facets to ensure program growth.

     

    Management
    The Manager, Marketing & Communications has managerial responsibilities within Velocity including a marketing assistant. Delegation duties include communication strategy implementation, execution of strategized processes and standards, and producing and collecting metrics based data for
    communication efforts that incentivize entrepreneurial behavior that in turn influences ongoing strategy development. He/she must exercise skill in management and provide a productive environment and opportunities for growth.
    He/she assists the overall management of Velocity by participating in the decision-making processes with senior staff as well as other appropriate management bodies of the university.

     

    Design
    Design is a necessity to creatively market for student entrepreneurship success due to the unique nature of entrepreneurship culture. The Manager must build strategy and execute creative marketing campaigns to showcase compelling value in the programs and resources available through the individual Velocity programs. Unique marketing campaigns and visuals are necessary to the success of reaching out to students as this is a primary medium for communications. This includes visual communications such as infographics, posters, visual installations for Velocity events and programming and notable outreach mechanisms to the broader entrepreneurship community to leave a lasting impression as a top-tier incubator.

     

    Startup Oriented
    The Manager must have an in-depth cultural understanding of how the startup entrepreneurship community works in order to develop and implement an effective communication strategy that is integral. The Manager must be well versed in strategies for effective communication. The Manager must be knowledgeable in initiatives and resources that prepare student teams for entrepreneurship including tech entrepreneurship news, private and public funding resources, and thorough understanding of comparable incubator programs. The Manager must have a strong connection to entrepreneurship news, a sound knowledge of startup culture and operations, and a passion for entrepreneurship to
    provide an insightful experience for student teams. To be successful in this role, the incumbent must develop an effective network of relationships with members of the university to amplify the Velocity message to internal and external stakeholders, this is instrumental in the process of speaker and mentor recruitment. The Manager needs to be able to mentor startups in his/her area of expertise. Entrepreneurial acumen is critical in this role.

     

    Strategic Leadership
    The incumbent must creatively develop effective strategies, management, structure, and processes for the assessment, planning, and provision of student resources, programs, and initiatives in support of student entrepreneurship success. The incumbent directs the development, implementation, and evaluation of a strategic communications plan for Velocity, working with key representatives to create a plan that works effectively for all units. He/she must ensure that these items are of high quality, reflect well on the university and Velocity program, providing a positive factor in engaging, developing, and nurturing student entrepreneurship on campus.

     

    The incumbent will also provide leadership for Velocity’s strategic planning including Garage initiatives, procedural processes, and resource allocation in conjunction with the Associate Director and Director, Velocity. The Manager will also work in collaboration with all departments on campus and in the wider community to ensure effective cohesive communication about the Velocity program and its successes.

     

    Student Entrepreneurship and Retention
    The Manager must be skilled in developing creative unique approaches where the student and the institution respond well to each other and the student is strongly engaged in student entrepreneurship in a memorable way to effectively grow brand awareness. It is critical for Velocity to highlight its success stories to ensure brand development and retention. The Manager is responsible for deploying an effective strategy that segments and informs various members of the entrepreneurship community about Velocity’s successes and development thereby positioning Velocity as a key point of contact for student entrepreneurship. Ongoing recruitment of student applicants, mentors, speakers, and stakeholders will consistently be a focus as the program develops and evolves to ensure the Velocity brand is progressively maintained. The development and implementation of a comprehensive student communications strategy necessitates using current research on student entrepreneurship success, its ever-changing cultural trends and best practices in design-oriented communication methods.

     

    Qualifications

    • University degree or equivalent combination of education and experience
    • 4 years+ experience in a Marketing and Communications role
    • Intimate understanding of traditional and emerging marketing channels
      Proven experience in identifying target audiences and in creatively devising and leading across channels marketing campaigns that engage, educate and motivate
    • Solid knowledge of analytics tools (ie. Google analytics, Web trends etc.)
    • Numerically literate, comfortable working with numbers, interpret metrics and process figures and spreadsheets
    • Experience in setting up and optimizing paid ad digital campaigns
      Familiarity with the latest trends and best practices in online marketing, technologies and methodologies in graphic design, web design, production, etc.
    • Proficient in social media marketing: facebook, twitter, Instagram, snapchat, linkedin
    • Website management (ie. strong knowledge of web content managements systems (WCMS), Wordpress, etc.)
    • Excellent communication skills
    • Strong writing skills (ie. blogging and press release)
    • Strong problem-solving ability including metrics driven thinking
    • Ability to travel as necessary (minimal)

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