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Director, Communications and Marketing

Date: May, 2011                             GRADE:  USG 13
Reports to (Job Title): Executive Director
Jobs Reporting (Job Titles):

Communications Specialist
Marketing Specialist
Business Development Manager(dual reporting to Director, Employment Relations-Core Accounts)

Location: Waterloo Campus

Primary Purpose

This role develops and directs the execution of communications and marketing strategies to engage stakeholders in CECS’ mission to bridge students to the world of work. Stakeholders include department members, other University staff and faculty, students, and current and prospective employers of Waterloo co-op students and graduates. Communication within the department to support business strategy and change management is as important as marketing strategies aimed at employers and students.

Key Accountabilities:

1. Develop and implement employer relations and marketing strategies to ensure appropriate employment opportunities for Waterloo students and graduates. This involves:

Leading the marketing planning process resulting in targets and marketing strategies

Co-directing, with the Director, Employment Relations, the new business development function, ensuring targets are set and achieved, and business developers on regional teams are appropriately supported.

Developing, testing and implementing diverse approaches to attracting and retaining employers new to uWaterloo.

Ensuring that appropriate tactics, materials and support are available to the ER and business development teams, and that metrics are in place to evaluate their effectiveness

Developing a framework to define


2. Ensure appropriate communications to department staff, other University departments and students regarding the department’s goals and progress, and support strategic initiatives by

Creating comprehensive communications plans

Integrating messages and media to provide clear, consistent and creative communications on co-op and department related matters, strengthening Waterloo’s reputation and brand

Incorporating traditional and emerging communications technologies and tools as appropriate to the audience

Advising and counselling the Executive Director and other CECA leaders with regard to organizational change management, employing proven communications approaches

Creating and implementing a web communications strategy for co-op




3.Support the department in its communications and marketing initiatives by:

Acting as a resource and coach to the Centre for Career Action

Researching marketing or communications practices to build a knowledge bank of best practices

Advising employers on marketing to students and developing their employer brand distinctiveness at Waterloo



4. Lead and manage direct reports and ensure the delivery of results in support of CECA mission, vision and guiding principles including:t

Providing information and context needed for employees to be effective

Hiring, developing and retaining the best qualified staff available from inside or outside CECA.

Setting goals and expectations and helping employees create clear paths to success

Developing effective work team dynamics

Ensuring appropriate back up, support and cross training to manage capacity

Holding employees accountable for performance including consistent application of CECA business processes

Managing performance through both formal (performance appraisal) and informal methods such as regular feedback, coaching and one-to-ones.

Identifying development opportunities in others and co-creating with the employee a development plan; regularly following up on the progress of development



Provide overall leadership to the organization by:

Personally championing mission, vision and guiding principles and playing a leadership role in bringing them to life

Providing leadership, direction and strategic planning for CECA

Monitoring business practices to ensure that CECA has the appropriate practices and processes to work effectively internally and represent Waterloo externally

Leading the development of new capabilities required by the introduction of new systems, tools or processes

Developing productive, collaborative working relationships across CECA and uWaterloo

Leading or contributing to the identification, development and implementation of projects to improve service quality, relationships, stakeholder satisfaction, timeliness, staff capability and performance

Developing internal/external customer service standards, monitoring satisfaction with service delivered and taking action to restore and enhance service quality

Position Requirements


University degree; specialization in marketing or communications


Minimum 10 years marketing and marketing communications experience in progressively more responsible roles with an understanding of brand and its various applications ,market research, customer experience, loyalty marketing, strategic new business development, recruitment branding, student marketing etc.

Minimum 5 years experience in internal communications, including proven success in deploying communications to support significant organizational or business change

Excellent verbal, written, presentation and editing communication skills including a strong knowledge of new and emerging communications technologies and channels.

Ability to adapt skills and experience to a new environment

Proven skill in relationship management and achieving results using a collaborative approach

Demonstrated success in leading change efforts

Demonstrated high level of organization and ability to manage high volumes of activity and change


MS Word Excel PowerPoint Other
Average Average  Average  MS Project: Average ability to track or manage simple projects

Nature and Scope

Interpersonal Skills:

This role requires a very high level of leadership, negotiation, influencing and coaching skills, as well as the ability to interact effectively with current or prospective employers from junior campus recruiters to senior executives. With co-leadership of the business development function, the incumbent must be adept at achieving agreement and managing relationships in potentially stressful situations.

Level of Responsibility:

Problem Solving
The incumbent will resolve problems of multiple conflicting priorities, vendor problems, and requests or complaints from CECA staff. Escalation of problems to the Executive Director is expected to be minimal.

Financial Accountability
The role is accountable for staffing, travel and associated costs for the unit, approves staff travel expenses and signs off performance evaluations and ratings for indirect reports. The incumbent also develops a marketing budget and chooses vendors and products to maximize the value of the annual marketing spend.

Internal and External Contacts
VP, External Relations; Director, Marketing and Communications (CPA); Development and Alumni Office leaders and staff; Director, Marketing and Undergraduate Recruitment; Faculty and College Heads, Development Officers and communications and marketing staff; Communications and Public Affairs staff; Human Resources leaders and staff; CECA Executive team; students; student representatives

Senior human resources and business leaders of domestic and international organizations; UW alumni; government and business development organizations; suppliers of marketing services or products; trade organizations.

Decision-Making Authority:

The incumbent is fully accountable for decisions within the unit, including hiring decisions and performance evaluations, and uses judgment to determine when and how to escalate issues to the Executive Director or elsewhere at Waterloo. The incumbent will make decisions on marketing products or services, venues for events, etc.

Physical and Sensory Demands:

This role requires exertion of physical or sensory effort resulting in slight fatigue, strain or risk of injury.

Working Environment:

Involves moderate psychological risk resulting from unavoidable exposure to hazardous,disagreeable or uncomfortable environmental conditions. There may be unusual hours or schedules due to travel to the US or outside North America (i.e. across multiple time zones), irregular and/or high volumes, multiple and/or tight deadlines beyond one's control, and constant interruptions.