Marketing and Communications Specialist (Continuing Education)

Date: Jan 25, 2023

Location: Waterloo, CA

Company: Wilfrid Laurier University

Department: Office of the VP Teaching&Learning 

Job Type: Limited Term

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

Campus: Waterloo 

Reports to: Director, Office of Continuing Education     

Employee Group: WLUSA 

Application Deadline: February 8, 2023

Requisition ID: 5055 


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 locations in Kitchener and Milton. The university is committed to providing an inclusive workplace, a flexible work policy 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

Continuing Education offers a unique opportunity for Laurier to engage lifelong learners in meaningful personal and professional development opportunities. As an extension of the thriving Laurier learning environment, Continuing Education equips future-ready leaders with the skills and knowledge needed to succeed in the communities Laurier serves and beyond.


The incumbent is responsible for supporting in the development of continuing education programming at Laurier from market research through to program promotion with a focus on raising the brand awareness of Laurier’s Continuing Education with various marketing and communication campaigns. To this end, the incumbent supports both the strategic plan and the recruitment and enrolment goals of Continuing Education, Teaching and Learning, and Wilfrid Laurier University. The incumbent is a strong independent worker, who will take lead on the marketing and communication efforts for the Office of Continuing Education, while collaborating and building relationships with partners across the university.


The incumbent reports to the Director, Office of Continuing Education with an informal reporting relationship to the Marketing Manager (External Relations).


This position has a university-wide mandate and is based at the Waterloo Campus.  The incumbent provides services to all campuses, requiring regular interpersonal interactions and collaboration with departments at the Waterloo Campus, the Brantford Campus, the Toronto office and external partners. Special attention is given to ensure equitable service delivery across all locations.



Marketing and Communication Strategy

  • Propose, implement, maintain, and review a marketing and communication strategy for Continuing Education at Laurier
  • Conduct appropriate market research to continually inform the strategy
  • Develop, review, and revise metrics to assess the effectiveness of the marketing and communication 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 communication strategy
  • Develop an action plan to successfully execute the marketing and communication strategy
  • Write quarterly reports on the success of the marketing and communication strategy using appropriate multimedia elements and statistics
  • Write an annual longitudinal report on the success of the marketing and communication strategy using appropriate multimedia elements and statistics
  • Develop presentations tailored to specific audiences to report on the successfulness of the marketing and communication strategy
  • Provides metrics, rationale, and reports in support of Continuing Education, Teaching and Learning, and Wilfrid Laurier University


Content Planning & Execution

  • Identify the objectives, audience-insights, strategic approach and key messages for marketing initiatives, and work with partners in Teaching and Learning, External Relations and external vendors as necessary to create and execute creative assets
  • Maintain Office of Continuing Education websites and assets including Laurier websites and Continuing Education registration website
  • Monitor, maintain and refresh marketing editorial calendars for key stakeholders
  • Communicate Continuing Education’s value in audience-relevant messaging to achieve unit’s goals, including building brand awareness, driving engagement, and registrations
  • Conduct strategic content audits and inventories (qualitative and quantitative) to identify current content and future content needs and identify content gaps. Research industry-related topics, identify stakeholder and audience needs and recommend new executions for highly engaging content while aligning to brand and marketing objectives
  • Ensure compliance with all relevant internal and external regulations, policies, and procedures (Laurier Brand Standards, AODA, CASL etc.) so all marketing and communications efforts are inclusive and accessible for audiences
  • Develop standards, processes, and best practices for content creation, distribution, and repurposing
  • Responsible for prioritizing tasks to ensure key deadlines are met. This includes oversight of marketing and editorial calendars and project plans, setting expectations on timelines with key stakeholders, while also balancing frequent competing priorities.


Market Research

  • Develop deep knowledge of Laurier campus capabilities and interests of Faculties
  • Qualify opportunities, conduct early stage needs assessments, and engage market research resources as appropriate
  • Assist Continuing Education’s program development team and instructors with aligning content in response to client/customer needs
  • Work with Faculties and departmental units to help them contextualize their expertise in respect of private sector interests and needs
  • Work in close collaboration with the outward facing units across campus including Research Partnerships, Research Centres and Institutes, Co-op, Advancement, Incubators, and other units across campus


Analytics and Insights

  • Work with campus partners to utilize analytics and insights to regularly measure and ensure the effective targeting, formatting and delivery of messages and apply data-driven insights to future content strategies
  • Support brand performance analysis and reporting: Analyze and interpret complex, specialized and technical data from multiple sources (including market research, organizational trends, digital activity or campaign results, demographics, competitive scanning, industry best practices, financials, Google analytics, attribution modeling etc.) to identify meaningful trends and insights, and develop strategic recommendations for Laurier’s marketing and communications direction to help achieve the university’s strategic objectives)
  • Analyze results of marketing campaigns and programs to measure and report on effectiveness and payback of investments, and recommend opportunities for optimization or future-decisions. Communicate and distill complex results, analysis and recommendations via preparing and presenting written and oral presentations to a wide range of stakeholders required to share information, advocate for the target audience and their needs and behaviors and influence decision making


Project & Partner Management

  • Act as liaison between Continuing Education and campus partners (such as External Relations, Printing and Distribution, R&A, etc.) regarding Marketing and Communications projects. Including developing understanding of project needs (including defining project scope and objectives), leading team meetings, and managing projects.
  • Establish and maintain strong working relationships with colleagues within Continuing Education and Teaching and Learning as well as across campus including, but not limited to: Faculties, External Relations, Enrolment Services, and Development and Alumni Relations.
  • Develop and maintain positive and professional relationships with external vendors/partners like market research firms, marketing agencies, designers, photographers, printers, and videographers.
  • Develop and oversee critical paths, action tracking and status reports for projects when leading cross-functional teams (including other External Relations team members, campus partners, agency partners, etc.) to create, manage and execute project plans with excellence
  • Balance frequent competing priorities; Program promotions often overlap so prioritization and multitasking between projects is essential
  • Assist colleagues within Continuing Education during high-pressure times to ensure that the accountabilities of the unit are completed on time; including, support with events and logistics.



  • Bachelor’s Degree in Business, Marketing, Communications, or related field
  • Minimum 3-4 years experience in a related role
  • A passion for marketing and communications, building and growing brands, and delivering results through effective marketing programs
  • Demonstrated experience in copywriting, content creation and writing experience for multiple mediums and channels – including digital and social ad headlines, copy, calls to action, search marketing targeted copy, print materials, stories, news, etc.
  • Experience in translating strategic objectives, and key messaging into communications materials that resonate with target audience to deliver results
  • Experience in developing and executing content strategy
  • Experience measuring the effectiveness of implemented content strategy
  • Experience with organizing and executing interviews and focus groups.
  • Strong analytical skills with experience analyzing, interpreting and presenting results – including strength in using Microsoft Excel and Google Analytics
  • Exceptional written and verbal communication skills, including experience creating content for marketing, communications, PR and/or news initiatives
  • Exceptional attention-to-detail. Superior proofreading skills demonstrated through past work experience
  • Effective communicator and presenter to mixed audiences.
  • Strong marketing background with experience supporting marketing strategies, tactics and messaging
  • Superior interpersonal skills and proven ability to work in a collaborative environment
  • Proven ability to deal with multiple demands and priorities, and often competing deadlines, including under tight time pressures while meeting the needs of a variety of stakeholders and juggling several assignments simultaneously
  • Proven project management experience
  • Strong problem-solving and prioritizing skills in a multi-task environment
  • 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
  • Appreciation of diverse perspectives and ability to work with diverse groups including agency partners, media, administration, faculty, staff and students
  • Assets, but not required:
    • Experience working within a post-secondary environment
    • Experience with adult learner populations




Hours of work

This is a full-time, limited term position with an expected end date of January 31 2025. The normal hours of work are 8:30 am to 4:30 pm, Monday to Friday.  Flexibility in hours will be required, including evening and/or weekend work due to travel, events, programming, and meetings.  When possible, the manager will adjust the work schedule so that no more than 35 hours are worked in a week.



Grade: SH-08

Rate of pay: $35.21 - $41.44 per hour



All Laurier employees and students are required to comply with the University's Covid-19 mandatory vaccination policyEffective May 1st, Wilfrid Laurier University will pause its proof of vaccination requirements. Should these recommendations change, vaccination requirements can be reinstated on short notice. Community members should remain up-to-date with their COVID-19 vaccinations.

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 deserving 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 resume and cover letter will be required in electronic form.

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