Date:	March 1, 2012 USG 9
Reports to (Job Title):	Director, Marketing & Undergraduate Recruitment
Jobs Reporting (Job Titles):	None
Location:	Waterloo Campus

Primary Purpose

Reporting to the Director, Marketing & Undergraduate Recruitment, The Marketing & Recruitment Specialist (“the Specialist”) position is imbedded in the Faculty of Science where there is functional accountability to the Assoc. Dean of Undergraduate Studies (or designate). The Specialist receives strategic direction and enrollment management goals from the Faculty of Science and support, expertise, and resources from M & UR to facilitate achievement of the Faculty’s enrollment management goals.

As a marketing specialist, this position provides primary leadership for the development of integrated marketing and communications plans. Based on the Faculty’s goals, the Specialist conducts research and analysis to inform the Faculty’s strategic marketing plan for the recruitment of students. The Specialist develops strategies, key messages and positioning statements. This role develops and writes strategic, student-centered undergraduate and graduate communications, such as print pieces, the Faculty of Science’s information on www.findoutmore.uwaterloo.ca, graduate program web content, and new media initiatives (e.g., social networking).

Using expertise in marketing and communications, the Specialist provides leadership and guidance such that stakeholders in the Faculty are engaged in the strategies that underpin the plan for recruitment of undergraduate and graduate students.

The Specialist works in a collaborative manner with the Faculty of Science Recruitment Coordinator to deliver a comprehensive strategic marketing plan for the Faculty. Activity such as relationship building and recruitment events are delivered within the context of the marketing plan for the Faculty.

Key Accountabilities:

Serve as the Faculty’s marketing specialist in terms of undergraduate and graduate student recruitment.

Responsible for acquiring a solid understanding of the Faculty of Science’s goals and priorities with regard to recruitment of undergraduate and graduate students.
Build relationships with Faculty of Science stakeholders (faculty, staff, current students, and alumni) that inform the marketing and recruitment strategies used to meet Science enrolment targets.
Meet with undergraduate and graduate administrators to share information and perspectives related to enrolment management.
Engage in continuous learning and development of marketing and communications skills in the context of enrolment management and with the primary purpose of determining the most effective strategies for Faculty of Science programs.
Monitor and evaluate central strategic marketing plans and research data to ensure responsiveness to the needs of the Faculty of Science.
Provide an evaluation of prospective markets and recommended marketing strategies to inform Faculty of Science proposals for new or emerging programs.
Indentify specific market research needs for the Faculty of Science and, with the support of MUR staff, undertake development of processes to ensure provision of the requisite information.
Establish a collaborative working relationship with the Faculty of Science Recruitment Coordinator. Provide guidance and leadership in the development of a relationship-building and events recruitment plan for the Faculty of Science.
Participate in undergraduate and graduate recruitment events, such as but not limited to, the Ontario Universities’ Fair and on-campus open houses to recruit and confirm students and to conduct qualitative research.

Acquire and analyze research data to inform the Faculty’s undergraduate and graduate enrollment management initiatives and to inform the development and evaluation of the Faculty’s undergraduate marketing and recruitment plan.

Conduct quantitative and qualitative studies such as, but not limited to, questionnaires, interviews, focus groups, secondary data analysis.
Based on research analysis make recommendations to guide the Faculty in selection of optimal marketing strategies for the enrollment and retention goals.

Develop the Faculty’s undergraduate marketing and recruitment plan in alignment with the Faculty’s enrollment management goals and determine success with key metrics.

Apply Waterloo brand framework to strategy development.
Work collaboratively with the team members in Marketing & Undergraduate Recruitment who will provide support, expertise and resources to inform the plan.
Ensure that the plan is responsive to the need of the Faculty of Science and that information from the related academic units has been integrated into the plan.
Develop strategies in such a way that messaging is customized and targeted to the stages of the enrollment management funnel.
Create strategies that enable students to visualize their experience at Waterloo, both on campus and virtually.

Develop a research-based integrated communications plan for undergraduate and graduate recruitment based on the strategic marketing plan approved for the Faculty of Science.

Ensure all communications strategies (i.e., print, web, and social media) are within the University’s positioning framework, reflect high-quality and innovation, and are well integrated.
Develop student-centered content that is aligned with the Faculty’s strategic marketing and recruitment plan and with the University of Waterloo’s overall undergraduate recruitment marketing plan.
Ensure the accuracy of the informational content regarding the Faculty of Science and implement a quality control process.
Contribute to budget development in MUR and the Faculty of Science as it relates to delivery of the marketing plan for Science.
Monitor expenses related to the budget(s) to ensure value for money and exercise judgment in problem solving such that fiscal control is maintained.

Position Requirements

Education:

Bachelor’s degree required. Specialization in marketing or communications-related discipline preferred. Science education an asset.

Experience:

At least 3 years of experience in a marketing and/or communications role.
Experience in the development of strategic marketing plans and associated integrated communications plans.
Experience with branding strategies and how best to maximize the tangible and intangible values of a brand.
Experience with market analysis including data acquisition and selection of factors that identify target markets.
Solid understanding and experience with quantitative and qualitative research and the ability to assess data to make informed recommendations particularly as it applies to consumer analysis.
Knowledge of student recruitment marketing and enrollment management principles or experience with the 18-25 year old market desirable.
Superior understanding of English grammar and extensive experience writing content with the purpose of communicating a brand or message.
Experience with a content management systems and best practices for web writing an asset.
Experience with the development and delivery of informational presentations.
Familiarity with new media applications, including social media and video creation.
Experience working as part of a team in an environment that requires strong time management skills and ability to adapt to a changing environment.

Technical:

MS Word

Excel

PowerPoint

Other

Basic

Intermediate l

Intermediate; Ability to coach others in preparation of high-quality, innovative presentations. t

Sharepoint: basic;Quantitative and qualitative research and analysis: intermediate

Basic to intermediate;

Web/Social Media Experience with development of content (text and images) specific for web sites and social media applications.

Nature and Scope

Interpersonal Skills:

The Specialist role requires a collaborative, consensus building approach. Political acumen is essential to ensure sensitivity to the needs and interests of all academic programs across the Faculty. A very high level of leadership, negotiating, and influencing skills are utilized to engage stakeholders in the development and implementation of a marketing plan for recruitment of students to uWaterloo Science. An ability to fully understand young peoples’ and their parents’ motivations as they relate to post-secondary studies is essential.

Level of Responsibility:

The Specialist is responsible for the development and execution of effective marketing and recruitment strategies that are consistent with the student recruitment objectives of the Faculty of Science and implemented within the context of uWaterloo marketing and communication activities. This position manages a faculty-wide process that is specialized but has no direct reports. Functional supervision is provided to the Faculty Recruitment and Marketing Coordinator.

Problem solving: The Specialist solves problems which impact recruitment and capitalizes on opportunities that realize the Faculty’s enrollment management goals. The Specialists manages all communication strategies from beginning to successful completion and ensures high quality and accuracy, which contributes to uWaterloo’s high-quality reputation.

Financial accountability: The Specialist is responsible for developing a marketing and recruitment plan that uses institutional resources prudently and provides value for money. The Specialist conducts a costing analysis of the plan to inform the operating budgets established by MUR and the Faculty of Science. With approval of the budget, the Specialist is accountable for monitoring expenditures to ensure that the plan is delivered within budget.

Internal contacts: The Specialist works directly with members of the MUR team, the Assoc. Dean of Undergraduate Studies for Science, and the Faculty of Science Marketing and Recruitment Coordinator to deliver a comprehensive recruitment plan. A solid working relationship with undergraduate and graduate program coordinators, faculty members, Department Chairs, and Directors of professional schools to effectively inform marketing strategies.

External contacts: The Specialist deals with prospective students/applicants, parents, discipline-specific teachers, uWaterloo alumni, employers.

Decision-Making Authority:

The Specialist is responsible for establishing and managing the process and framework by which the Faculty meets its overall enrolment management goals. Independently, and/or in conjunction with MUR, researches and sources information and data used to develop the marketing and recruitment plan. Subsequent to approval of the plan by the Faculty, the Specialist makes decisions related to the implementation of the marketing and communication strategies within an approved budget. These include decisions such as content selection, positioning, mix of strategies, and timing.

Physical and Sensory Demands:

Excellent attention to detail is required. The role requires exertion of physical or sensory effort resulting in moderate fatigue, strain, or risk of injury.

Working Environment:

Travel: Occasional travel is required when participating in the Ontario Universities’ Fair, off-campus meetings with alumni, etc.,

Working Hours: Regular working hours, occasional evening/weekend work required.

Risks: Minimal exposure to disagreeable conditions.