Manager, Marketing and Communications (Lazaridis Institute)

Date: Nov 15, 2021

Location: Kitchener, CA

Company: Wilfrid Laurier University

Department: Lazaridis School of Bus. & Econ. 

Job Type: Limited Term

Full-time/Part-time: Full Time (>=1249 hrs/year) 

Campus: Kitchener 

Reports to: Manager of Operations, Lazaridis Institute with oversight from the Director of Marketing and Communications for the Lazaridis School

Employee Group: Management 

Application Deadline: November 29, 2021

Requisition ID: 2791 


Wilfrid Laurier University is a leading multi-campus university that excels at educating with purpose. Through its exceptional employees, students, researchers, leaders, and educators, Laurier has built a reputation as a world-class institution known for its rich student experience, academic excellence, and global impact.  With a commitment to Indigenization and commitment to equity, diversity, inclusion, Laurier’s thriving community has a place for everyone.


Laurier has more than 19,000 students and 2,100 faculty and staff across campuses in Waterloo and Brantford, as well as locations in Kitchener and Toronto. The university is committed to providing an inclusive workplace and employing a workforce that is reflective of local and national demographics. Our locations are situated on the traditional territories of the Neutral, Anishnawbe, and Haudenosaunee peoples. We recognize the unique heritages of Indigenous peoples and support their intentions to preserve and express their distinctive Indigenous cultures, histories, and knowledge through academic programming and co-curricular activities. Laurier’s Centre for Indigegogy is one example of how Laurier honours Indigenous knowledge.


Position Summary:


The Lazaridis School of Business & Economics develops leaders with skills in management and economics for a rapidly changing and complex global environment. It seeks to advance knowledge and practices in these fields by supporting both theoretical and applied research. Further, the Lazaridis School strives to serve business and its community by fostering mutually beneficial alliances with leaders at local, national, and international levels.


The Lazaridis Institute for the Management of Technology Enterprises is a centre within the Lazaridis School. It empowers emerging technology firms to scale rapidly into globally competitive enterprises. Through its ScaleUp Program, the Institute provides the very best growth-stage Canadian tech companies with the opportunity to work with world-class business leaders, and to build the networks that enable them to find the talent, the market contacts and the risk capital needed to grow. The Institute is co-creating a database designed to support innovators, founders, investors and researchers; and is also committed to capturing knowledge and best practices from its work with the tech ecosystem and with scholars to translate that knowledge into executive education curriculum. Its research arm connects scholars globally, to design, collaborate on, promote and disseminate research on innovation, technology and growth.


The incumbent is responsible for leading the Lazaridis Institute’s marketing and communications team in raising the brand awareness of the Lazaridis Institute locally, provincially, nationally, and internationally. Through various marketing and communication campaigns the incumbent will tell the story of the Lazaridis Institute – including its programs and research. To this end, the incumbent supports both the strategic plan and goals of the Lazaridis Institute. The incumbent works in a collaborative way with their team, the broader Lazaridis School marketing and communications team, Laurier’s Communications, Public Affairs & Marketing department, and external marketing firms.


The incumbent raises the brand awareness of the Lazaridis Institute through:

  • the development, execution, and reporting of the Lazaridis Institute’s marketing and communications strategy;
  • the development and oversight of individual comprehensive marketing and communications campaigns in support of the overall strategy;
  • the development and oversight of professional and impactful media, including, but not limited to, brochures and print media, websites, digital media, social media, videos, media releases and photography;
  • the development of deep relationships with internal and external partners to strategically advance the brand.

The incumbent reports to the Manager of Operations, Lazaridis Institute with oversight from the Director of Marketing and Communications for the Lazaridis School to ensure brand consistency.

This position is based in the Lazaridis Institute, which is currently located at the Lazaridis Executive Development Centre in Kitchener and requires occasional travel.





Marketing and Communications Strategy (Lazaridis Institute)

  • Develop, implement, maintain, and review a marketing and communications strategy for the Lazaridis Institute.
  • Collaborate with the Managing Director, Lazaridis Institute, on determining the needs of the Institute in relation to the marketing and communications portfolio.
  • Collaborate with the Director, Marketing and Communications (Lazaridis School), in brand compliance.
  • Conduct appropriate market research to continually inform the strategy.
  • Develop, review, and revise metrics to assess the effectiveness of the marketing and communications strategy and maintain a database to store these metrics for longitudinal reporting.
  • Develop a research-supported methodology using descriptive statistics to assess the metrics of the marketing and communications strategy.
  • Develop an action plan to successfully execute the marketing and communications strategy.
  • Develop the budget to support the marketing and communications strategy.
  • Determine and locate appropriate resources to support the marketing and communications strategy, including, but not limited to, human resources, financial resources, campus partnerships, and external partnerships.
  • Monitor the implementation of the marketing and communications strategy and ensure that it continues to both support the strategic plan and meet its objectives. When necessary, realign the marketing and communications strategy accordingly.
  • Write quarterly reports on the success of the marketing and communications strategy using appropriate multimedia elements and statistics.
  • Write an annual longitudinal report on the success of the marketing and communications strategy using appropriate multimedia elements and statistics.
  • Develop presentations tailored to specific audiences to report on the success of the marketing and communications strategy.


Marketing and Communications Campaigns

  • Empower staff in the development of marketing and communications campaigns that support the overall Lazaridis Institute’s marketing and communications strategy.
  • Monitor the implementation of campaigns and provide guidance and coaching to professional staff as necessary.
  • Facilitate relationships with internal and external partners to support these campaigns, including:
    • Ensuring all campaigns are properly funded;
    • Ensuring correct procurement procedures are being followed;
    • Ensuring university policies are being met;
    • Negotiating competitive rates for external contracts;
    • Ensuring contracts are properly vetted before commitments are made; 
    • Ensuring contract terms and conditions are being followed; and,
    • Ensuring external corporate partners are being accountable to the campaign.
  • Ensure all marketing and communications campaigns align with the strategic goals of the Lazaridis Institute, the Lazaridis School, and Wilfrid Laurier University.
  • Ensure brand and style compliance and professionalism on all campaign materials.
  • Ensure all campaigns comply with AODA standards.
  • Resolve conflicts in an appropriate and positive manner.


Digital Presence and Reputation

  • Manage the Lazaridis Institute’s digital presence in accordance with Laurier standards on all Institute properties, including but not limited to the web and social media.
  • Create, execute and manage the Institute’s SEO and SEM strategy.
  • Ensure all cloud-based services used in the marketing and communications of the Institute are approved through the PSIA process.
  • Monitor news agencies and social media to track the brand awareness and reputation of the Lazaridis Institute.
  • Work with the Lazaridis Institute’s leadership team to mitigate any reputational concerns, ensuring the Director of Marketing and Communications for the Lazaridis School is involved if any controversial situations occur.


Collegiality and Professionalism

  • Participate in Lazaridis Institute as part of the Institute’s leadership team.
  • Participate in both Lazaridis School general and marketing meetings.
  • Build and maintain professional relationships with on- and off-campus partners and ensure relevant Laurier and Lazaridis School offices are updated on relationship status of multi-campus partners.
  • Maintain confidentiality around programs, reports, and budgets.
  • Maintain a professional appearance and attitude.
  • Monitor the entrepreneurship ecosystem and corporate marketing campaigns to identify opportunities, best practices, and generate creative ideas.
  • Stay current on the most recent and relevant legislation, policies, best practices, literature, and software, related to the accountabilities and qualifications of the position.





  • Bachelor’s Degree with a focus in Marketing, Communications, or equivalent with four to five years of relevant experience showing progressive increases in responsibilities; master’s degree preferred
  • A passion for storytelling.
  • Experience working in marketing or communications.
  • Relevant experience developing marketing and communications campaigns that include research, metrics, and methodology to assess success of the campaign.
  • Experience developing and writing informative and concise reports using multimedia elements and descriptive statistics.
  • Leadership experience with managing, inspiring, and coaching professional staff.
  • Relevant experience in creating and tracking marketing budgets.
  • Experience successfully engaging and collaborating with partners through strong interpersonal, intercultural, intergenerational, and persuasive communications skills.
  • Demonstrated experience using Adobe Creative Suite.
  • Demonstrated experience developing print media following set graphic guidelines.
  • Superior writing skills for a variety of target audiences using an array of media, including but not limited to press releases, stories, social media posts, google ad words, brochures, and websites
  • Extensive experience with proofing graphics, videos, and written materials.
  • Experience organizing and executing interviews and focus groups.
  • Relevant experience building strong relationships with internal and external partners.
  • Experience working under pressure with tight timelines to a successful outcome.
  • The ability to work in an agile environment where priorities regularly change.
  • The ability to problem-solve under pressure to ensure a successful outcome.
  • The ability to self-motivate and experience working independently with little supervision.
  • A collegial personality and experience working within and leading a team.
  • A love for life-long learning, an understanding of best practices within the field, and experience with independent learning of new skills, theories, and technology.
  • Experience creating accessible and dynamic documents using Microsoft Word, Excel, PowerPoint.
  • An understanding of the responsibilities under AODA legislation.
  • Assets, but not required:
    • Experience working within a post-secondary environment.
    • Experience with the tech entrepreneurship ecosystem.
    • Experience managing staff in a unionized environment.





Position Grade: MG-2B

Rate of Pay:  $76,423 - $95,529

Hours of Work: This is a full-time, limited term position until December 2023.The normal hours of work are 8:30 a.m. to 4:30 p.m., Monday to Friday. Flexibility in hours will be required, including evening and/or weekend work, to ensure both the proper oversight and completion of time sensitive activities.





Wilfrid Laurier University endeavors to fill positions with qualified candidates who have a combination of education, experience, skills and abilities to successfully perform the duties of the position while demonstrating Laurier's Employee Success Factors.


Equity, diversity and creating a culture of inclusion are part of Laurier’s core values and central to the Laurier Strategy. Laurier is committed to increasing the diversity of faculty and staff and welcomes applications from candidates who identify as Indigenous, racialized, having disabilities, and from persons of any minority sexual and gender identities. Indigenous candidates who would like to learn more about equity and inclusive programing at Laurier are welcomed to contact the Office of Indigenous Initiatives. Candidates from other equity seeking groups who would like to learn more about equity and inclusive programing at Laurier are welcomed to contact Equity & Accessibility. We have strived to make our application process accessible, however if you require any assistance applying for a position or would like this job posting in an alternative format, please contact Human Resources. Contact information can be found at

Should you be interested in learning more about this opportunity, please visit for additional information and the online application system. All applications must be submitted online. Please note, a CV and letter of introduction will be required in electronic form.

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