Located in Waterloo, Ontario, Canada, the University of Waterloo is one of the world’s most relevant, connected and innovative institutions – a beacon for creators, explorers and boundary-pushing thinkers – and known for its global leadership in co-operative education and experiential learning.
The University is seeking a strategic marketing and brand leader for the role of Associate Vice-President of Marketing & Brand Strategy (AVP, MBS).
Reporting to the Vice-President, University Relations, the AVP, MBS is responsible for the navigation and positioning of the University of Waterloo’s profile and reputation in the context of an increasingly complex and competitive post-secondary landscape in Canada and internationally. The AVP develops the institutional brand strategy, platform and marketing campaigns, and creates differentiating strategies and campaigns to build the institution’s profile and reputation. The AVP supports the adoption of brand positioning guidelines across the institution and champions data-informed decision making. Valuing relationships and creating authentic connections to support a coordinated brand presence is core to the role. In addition, the AVP, MBS supports projects related to global rankings and reputation, and collaborates with relevant campus leaders to develop strategies to build awareness, profile and reputation in Canada and targeted international markets.
The ideal candidate brings over a decade of leadership experience in marketing or brand strategy gained within a public or private sector organization. Adept in current and emerging marketing and communications technologies, candidates should demonstrate experience tracking data and trends, and matching purpose and audience. A valued partner who supports collegial and collaborative relationships, candidates require a deep appreciation for the value of post-secondary education and the role of universities in transforming lives. A big thinker and active listener, candidates possess a well-developed understanding of Canada’s economy, combined with a sensitivity to the unique character of the academic environment. The ideal candidate values curiosity, courage, engagement and belonging, and is eager to help share the University’s unique and vibrant story with the world.
The University of Waterloo is partnering with Odgers Berndtson on this recruitment. Applications are encouraged immediately at https://www.odgersberndtson.com/en/careers/17272. The Vice President and Advisory Committee will begin their review of candidates in late summer. For more information, please contact Julia Robarts of Odgers Berndtson at firstname.lastname@example.org or 866-962-1990 ext. 323.
The University of Waterloo and Odgers Berndtson respect, appreciate and encourage diversity. We welcome and encourage applications from all qualified individuals regardless of race, ethnic origin, religion, age, gender, sexual orientation, ability or disability. Canadian citizens and permanent residents will be given priority. The University of Waterloo and Odgers Berndtson are committed to accessibility for persons with disabilities.
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 promised 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 centralized within our Indigenous Initiatives Office.
The Associate Vice-President, Marketing & Brand Strategy (AVP MBS) is a senior executive at the University of Waterloo, reporting to the Vice-President, University Relations (VPUR). This critical role leads the navigation and positioning of the University’s profile and reputation in the context of an increasingly complex and competitive post-secondary landscape in Canada and internationally. When achieved with excellence and consistency, these accountabilities enhance and strengthen the reputation of the University. The AVP MBS has the lead responsibility at the University for the development of institutional brand and integrated marketing strategies for the University, update and advance positioning
framework for brand and identity systems, and generally champions marketing and communications innovation as a powerful enabler of reputation within the University of Waterloo.
While many results are achieved through senior level managers that work with the AVP MBS, this role is accountable for the design and implementation of University-wide integrated marketing and brand plans, informed by consultation and aimed at identifying and influencing key audiences, desired outcomes, appropriate paid and owned media strategies and tools. Within this context, the AVP MBS also has responsibility for ensuring connections with institutional data analysis projects related to reputation and rankings.
The AVP MBS is a champion of data-informed decision making, and plays an important role in identifying, tracking and analyzing key data and trends for the purpose of shorter and longer-term planning for MBS and University Relations.
As a key partner and strategist with the VPUR, the AVP MBS will develop and maintain strong connections and credibility across the university’s leadership and is sensitive to the needs of diverse audiences. They will consult with and advise senior leaders, and build relationships and networks with administrative and marketing leaders across the institution to support a strong and coordinated brand presence and pride-building for the University of Waterloo internally and externally.
Ideally 15 years, with a minimum of 10 years of senior leadership experience in a marketing or brand communications environment with demonstrable record of success, especially in digital marketing, in the post-secondary, not-for-profit or relevant public and private sectors.
Demonstrated experience in leading and motivating teams and developing talent across an organization.
Demonstrated experience as a valued partner in a collegial and collaborative environment.
Deep understanding of brand and brand positioning.
Creative, future-focused, and adept in current and emerging marketing and communications technologies, data analytics tracking and reporting.
Strong digital marketing skills with proven ability to increase online traffic through the use of social media platforms and advertising.
Agility and adaptability to prioritize for the digital landscape.
Understanding of and/or experience in international markets.
Exceptional writing skills.
Exceptional public speaking and verbal communication skills, including high comfort level in delivering presentations to senior audiences and serving as institutional representative when appropriate.
Capacity to engage and communicate highly complex issues relevant to higher education.
Active listener, connector and consensus builder, with an ability to manage and respond to multiple and varied stakeholders and audiences.
Sensitivity to the academic environment, thinking and ways of working.
Technical skills: advanced MS Word and PowerPoint, basic Excel.
The University of Waterloo is committed to implementing the Calls to Action framed by the Truth and Reconciliation Commission. We acknowledge that we live and work on the traditional territory of the Neutral, Anishinaabeg and Haudenosaunee peoples. The University of Waterloo is situated on the Haldimand Tract, the land granted to the Six Nations that includes six miles on each side of the Grand River.
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 Inuit/Inuk, Black, racialized, a person with a disability, women and/or 2SLGBTQ+.
All qualified candidates are encouraged to apply; however, Canadians and permanent residents will be given priority.
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 email@example.com or 519-888-4567, ext. 45935.