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Marketing Specialist - Campus Life

Date: June 12, 2015
Reports to (Job Title): Director of Marketing and Communications
Jobs Reporting (Job Titles): Graphic Designers/Promotional Representatives/Poster Run Distributor – 20 to 25 part time staff
Marketing Asisstant–co-op student (co-report)
Department: Federation of Students


Main Campus


35 hr/wk

Primary Purpose

  The Marketing Specialist is accountable to the Director of Marketing and Communications and is responsible for the research, development, coordination and promotion of all areas of the Federation of Students (FEDS) related to campus life, including Welcome Week, Wrap Up Week, cultural celebrations, student-run services, student clubs, Orientation and any special projects that fall under the portfolio of the Vice President Internal.  The incumbent is responsible for developing, implementing and monitoring strategic marketing initiatives put in place to maximize the overall attendance and awareness of the events hosted by the Federation of Students and the awareness of the services and opportunities that we provide to students on campus.  To achieve these objectives, the incumbent will propose and manage a budget of approximately $45,000 annually.

To achieve the above, this role will work closely with the Director of Marketing and Communications, the Director of Campus Life, Vice President Internal, Special Events Coordinator, Clubs Manager, Services Manager and other internal staff to develop, implement, measure and receive feedback on the marketing plans and strategies that increase awareness and attendance of events.  This will also include managing part-time staff consisting of designers and promotional team members and the Marketing Assistant co-op who create materials and promote services and events to the campus community.

The goal of campus life and their groups is to encourage undergraduate students to participate and attend our events on campus for their own enjoyment, education or entertainment.  We also encourage undergraduate students to become involved members of the Federation of Students through volunteer opportunities and coordinator positions to empower our overall undergraduate community.  We firmly believe that these opportunities help to strengthen our student’s experience here on campus and our ability to provide compelling and entertaining promotions to these events and services is instrumental

Key Accountabilities:


Strategic planning and budgeting

  • Create a termly marketing and communications plan for the 10 student-run services
  • Create marketing plans to promote and increase awareness and attendance of some key hallmark events throughout the year including Welcome Week, Wrap Up Week, International Celebrations Week, etc.
  • Work with the Special Events Coordinator to assist in developing elements of events that are being created that may help in increasing attendance of events through prizing, educational elements, and things that would be a draw for students
  • Develop key messaging for use in all print and online communications surrounding campus life
  • Work with the Web Design Specialist and Communications and Media Relations Specialist to determine web presence for the student-run services, clubs, special events teams, societies, etc.
  • Conduct market research regularly to gauge current student understanding and interest in aspects of the Campus Life Department and feedback from students to better our outreach to them
  • Produce and manage yearly marketing budget for campus life initiatives
  • Report on results from all efforts to measure effectiveness of all programs and spending


Project execution

  • Manage and oversee the implementation of the termly marketing plans for services and special events, in collaboration with the Marketing Assistant co-op role
  • Supervise and approve the design and copy for marketing and communications materials related to the campus life portfolio
  • Work in collaboration with the Communications and Media Relations Specialist to proactively and reactively manage social media presence for campus life including content and promotion
  • Execute large-scale marketing projects and communications campaigns aimed at various audiences on campus and in the community
  • Assist in the production and organization of the weekly Feds Poster Run  marketing service with approximately 140 spots across campus
  • Help with the on-campus coordination of all marketing and branding campaigns related to the Vice President
  •  Internal and initiatives related to their portfolio
  • Develop and ensure consistent, reliable processes for marketing activities including writing post plan analysis reports containing team feedback for continuous improvement of all marketing initiatives


Collaboration and outreach

  • Establish strong professional working relationships with all Campus Life staff, services coordinators, and other on and off-campus partners to maximize effectiveness of marketing efforts and keeps lines of communication open
  • Work with the Communications and Media Relations Specialist to ensure integration of overall marketing and promotional plans with digital media strategies
  • Hire, train and manage a team of at least twenty-five student designers, promotional team members, poster run distributor and supervise the Marketing Assistant co-op position
  • Implement an effective recruitment plan for part-time staff, manage their payroll information and ensure appropriate levels of staff are available to respond to the Federation’s requests
  • Create an opportunity for leadership and development whenever possible within the part time staff
  • Liaise with department staff and partners and ensures satisfaction at all stages of design implementation
  • Collaborate with other marketing professionals on and off campus to ensure best practice development


Relationship management

  • Meet with relevant full-time staff, student coordinators and Executives to coordinate cross-departmental marketing and communication initiatives
  • Create strong relationships with other key departments on campus to identify opportunities for collaboration to increase communication and enhance resources available to students on campus
  • Negotiate strategic alliances with external companies and organizations acceptable to the Federation of Students for promotions and other services
  • Organize and implement student appreciation initiatives for out part time staff and volunteers within the Federation of Students by ordering gifts and planning termly events

Position Requirements


Completion of a Bachelor’s degree in Business Administration, Marketing, Communications, Public Relations or related post-secondary degree with equivalent experience.


3 to 5 years of experience within a marketing role
1 to 3 years of experience supervising, evaluating and developing part time employees
Written and verbal communication skills; excellent editing skills
Strategic planning and project management skills
Experience with the design and implementation of successful product-branding strategies
Strong organizational skills with the ability to multi-task and meet strict deadlines
Experience within a student environment is an asset
Building strong relationships with internal and external parties to create new partnerships and foster future business opportunities


MS Word Excel PowerPoint Other
Advanced Intermediate Advanced Adobe Design Suite, Social Media and other Internet applications.

Nature and Scope

Interpersonal Skills:

Internally, communicates with all members of the marketing department, Director of Campus Life, coordinators and managers and the Executives to ensure they are aware of upcoming events and campaigns that require marketing support and the attendance of the Executive members.

This position oversees several part time positions within the marketing department.  Fostering growth and leadership opportunities for these Waterloo undergraduates is important within the Federation of Students.

Communicates with Marketing Specialist – Commercial Operations and the Marketing Specialist – Advocacy to explore strategic alignment opportunities and co-promotion of FEDS events.  Develops a close working relationship with Communications and Media Relations Specialist to ensure up-to-the-minute information is shared promptly.

Externally, this position will create relationships with other departments on campus, as well as establish off-campus partners to foster future opportunities to work together that will benefit students

Level of Responsibility:

This position is responsible for increasing the awareness of the services, events and opportunities that FEDS offers to undergraduate students, which provide resources and benefits while in their studies here at the University of Waterloo.  They will utilize their extensive knowledge of marketing and communications strategies to create a number of termly marketing plans for all student-run services and plans for all large scale events and other initiatives.

Some design support may be required when/if the graphic design team is unable to keep up with marketing requests.

The incumbent may be required to complete additional tasks in relation to their position as assigned by the Director of Marketing and Communications.

Decision-Making Authority:

This position is responsible for establishing the marketing and communications priorities as they pertain to he campus life portfolio in consultation with the Director of Marketing and Communications and Executives, and assigning resources and funds accordingly.  This position will be responsible for making timely decisions that ensure marketing efforts are kept up-to-date.

Physical and Sensory Demands:

Minimal demands typical of a leadership position operating within an office environment.

Working Environment:

Minimal exposure to the disagreeable conditions typical of a position exposed to stress and pressure associated with leadership responsibilities.  Work outside the normal operating hours of the institution, including some weekends, can be expected in this role.

The Federation of Students is a student-driven organization with elected student Executives that change on an annual basis.  Further, the political landscape is a diverse and dynamic environment.  As such, this position will need to be sensitive and adaptable to change and be comfortable with changing deadlines and projects as needed