Director, Undergraduate Marketing and Communications
Reporting to the Executive Director, Undergraduate Admission and Recruitment (UAR), and working collaboratively with the Faculty and School Associate Deans and/or their respective Directors of Marketing and Communications as well as, staff, and students, the Director, Undergraduate Marketing and Communications is responsible for the development, coordination, facilitation, and execution of UAR’s strategic marketing, and online communications programs and activities to achieve institutional undergraduate enrolment targets.
This leadership role requires you to develop and disseminate messaging that resonates and connects with prospective students, parents/guardians, school counselors, and higher-education stakeholders/influencers. The successful candidate will have expertise in traditional communication channels as well as the latest social media trends, and is knowledgeable of admission policies and processes. This position will oversee a diverse team of marketing and communications staff, providing leadership to achieve departmental goals.
- Working with the unit’s executive and director groups, provide expert advice in order to develop and implement marketing and communication strategies (in-person, print, digital) to help meet the university’s undergraduate enrolment goals, and enhance the university’s brand and image to both internal and external stakeholder groups.
- Identify new integrated marketing, communications opportunities, strategies, and tactics, and lead the development and implementation of marketing initiatives to build and strengthen the university’s brand among its key audiences (prospective and current students, parents, guidance counsellors, etc.).
- Provide expert advice to the Executive Director and the unit’s other senior staff on marketing-related trends and issues and make recommendations for action in line with best practices.
- Collaborate and coordinate with marketing and communications contacts across the unit and the university to promote UAR priorities, direction, and messages across all platforms and initiatives.
- Source and manage marketing, and digital communications consultants and service providers, as required, and provide direction and guidance to individuals within the UAR who have a role in recruitment, marketing, and communications activities.
- Initiate and/or analyse market research/data to inform marketing strategies, activities, and positioning.
- Develops and implements appropriate measurement criteria to evaluate the effectiveness of marketing and communications activities and business processes; monitor and report on results; recommend and implement strategies and tactics to improve results and ensure achievement of enrolment targets, reach and impact.
- Represent the unit as a subject matter expert on university committees and working groups where a marketing and communications presence is desirable.
- Prepare and manage an annual marketing and digital communications budget.
- Works with the Communication Manager, the Director of Digital Marketing and University Marketing and Communications to develop and direct the coordination and execution of an integrated communication strategy, ensuring that publication content is current and innovative, and effectively markets Queen’s University to the target audiences
- Oversees activities and communication directed at prospective applicants and students among and across all Queen’s participants involved in recruitment activities
- Manages the planning and execution of both on and off-campus events in support of the overall goals of the Office of Undergraduate Admission and Recruitment, including the strategic enrolment objectives of the University.
- Oversees the university’s campus tours and other ambassador programs, providing guidance and expertise to ensure the effective hiring, training, and management of 50+ student employees who act as front line liaisons for the university with prospective students and families, deliver daily campus tours, and offer guidance to visitors to the university from around the world.
- Plans, prioritizes, and manages the work of employees, providing strategic and tactical advice, guidance and coaching. Identifies the need for staff resources, participates on staffing committees, and make effective recommendations regarding employee selection.
- Manages performance by establishing performance standards, reviewing and evaluating performance, and conducting formal performance reviews on an ongoing basis
- Assesses staff training and development needs, and ensures that employees receive training required to improve and sustain successful performance.
- Investigates, addresses, and resolves employee/labour relations issues, including disciplinary matters. Makes decisions or effective recommendations on matters involving possible discipline, discharge and probationary termination.
- Undertake other projects and duties, as assigned.
- University or college degree in related field (Marketing, Business, Journalism, Public Relations, Communications).
- Minimum 10 years’ progressive experience, including 5 to 7 years at a senior level in strategic recruitment/marketing/communications role.
- Several years or demonstrated project management and strategic planning experience.
- Several years of progressively responsible experience managing and leading diverse teams.
- Extensive knowledge of and experience with strategic planning processes and the ability to develop and write strategic recruitment/marketing/communications plans that prioritize needs and anticipate results.
- Demonstrated understanding of, and experience with, admission polices and processes as they pertain to various academic curricula from around the world.
- Demonstrated understanding of, and experience with, web design, user experience, and usability best practices.
- Demonstrated understanding of, and experience with, social media strategy and implementation.
- Consideration may be given to equivalent combination of education and experience.
- Strong analytical research skills and the ability to strategically use information gleaned through market research to improve and enhance marketing/digital communications to target audiences.
- Recognize and understand complex issues and their implications on image, reputation, and goals.
- Political acumen, tact, and sensitivity to recognize and deal with potential issues, internal and external.
- Excellent presentation and communications skills, including superior writing and editing abilities.
- Excellent interpersonal and consulting skills, with the ability to interact, collaborate, influence and negotiate effectively with individuals with diverse backgrounds and levels.
- Demonstrated core competency of inclusivity (i.e. values individual differences; deals effectively with persons of all races, nationalities, cultures, ages and genders as well persons of different sexual orientations and those with disabilities, such that their own and others’ contributions are maximized; supports fair treatment and opportunity for all; demonstrates commitment to diversity and equity).
- Excellent project management skills with the ability to plan and coordinate multiple project/work initiatives effectively. Ability to deliver consistently high-quality solutions and results, according to required timelines.
- Strong problem solving skills, ability to think creatively and use a non-prescriptive approach in marketing and communications initiatives.
- Excellent ability to meet all communications and marketing needs in a prioritized and strategic fashion, including the ability to adapt to change and demonstrate flexibility and initiative.
- Excellent leadership skills and ability to motivate and create a positive work environment.
- Demonstrated ability to elicit trust, to build collegial relationships and to foster communication and partnerships between and among diverse individuals and teams.
- Determine the most effective recruitment, marketing, and communications strategies and tactics to meet identified goals and targets
- Make decisions on how the UAR recruitment, marketing, and communications programs will unfold and be managed.
- Determine how to protect and enhance the unit and university’s reputation and image in all marketing and digital communications initiatives.
- Promote consistency across the UAR specifically and the university generally, aligned with the university’s priorities, brand character, messages, strategy, and overall communications plan. Where initiatives may not be in the best interests of the UAR, work with contacts to determine how structure, messages, format, or delivery should be modified or amended.
- Provide leadership to direct reports and guidance to staff across the university who support recruitment, marketing and communications activities (e.g. recruiting activities, website management, events, newsletters, video, etc.).
- Determine procedures and practices across the UAR for developing shared assets (photos, videos, etc.).
- Determine how to harmonize marketing and digital communications activities and initiatives across the division and in alignment with those of the university.
- Determine the financial costs of running successful marketing and digital communications programs, present the projected costs in the form of an annual budget request, and monitor approved expenditures.
- Prioritize own work and work of team members in accordance with evolving and/or competing priorities. Determine appropriate assignment of resources, evaluate progress, assist in solving problems and suggest directions that will enable achievement of admission targets
- Determine best strategies to build the necessary internal and external relationships required for success in the role
- Evaluate job candidates and make effective recommendations on suitable hires.
- Make decisions and/or effective recommendations regarding transfers and promotions.
- Evaluate employee performance and decide on appropriate training or coaching to address lack of proficiency in carrying out responsibilities, or remedial action for staff disciplinary situations.
- Assess investigation outcome of grievances and make effective recommendations on appropriate course of action or next steps on grievances.
- Make effective recommendations on level of discipline up to discharge and probationary termination.
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