Ottawa, Ontario, Canada
Experienced Marketing and Communications Executive with experience in private, government and not-for-profit sectors. Strategically-minded with ability to lead execution. Entrepreneurial approach with strong team-building and collaboration instincts.
Reporting to the President, key efforts focus on the protection and promotion of the University's national profile and reputation. Oversee development, implementation and measurement of central/corporate marketing and communication strategies for the institution. Key operational functions include: - Marketing + brand strategy - Communication strategy - Public Affairs Planning + Messaging + Execution - Student Recruitment Marketing - Crisis and Issues communications - Media relations + training - Paid digital/traditional advertising - Graphic + multimedia design - Content strategy and creation - Video storytelling - Digital/social media strategy, execution + analytics - Reputation-building events Key Projects: • Developed resource plan (human and financial) to support University MarCom activities; • Directed brand project that included research, strategy, creative and activation of national multi-year/channel/audience reputation-building brand campaign (influencers and prospective students); • Led strategic and creative development of University's student recruitment marketing campaign; • Executive lead for web refresh project (currently underway); • Instituted comprehensive Social Media audit/review/strategy/launch; • Led development and launch of influence-focussed, reputation event (Carleton Challenge Conference).
Reporting to the Vice President, University Relations, oversee a team of high performing marketing professionals that develops, implements and measures integrated marketing, brand and digital communication strategies for the University. In a clear and consistent approach, advance the positioning framework for brand and identity systems and champion an integrated approach to traditional and digital marketing and communications. Accountable for developing strong internal and external relationships and networks to ensure strong and coordinated institution and brand presence that builds the University's profile and reputation. Develop and manage budget to support marketing initiatives. Lead and recommend research required to provide data and insights. Work collaboratively with colleagues in Communications, Community and Government Relations to develop strategies for business, government and academic leaders. Lead strategic initiatives from the Offices of the President and University Relations. Key Projects • Oversee multi-year, multi-channel brand campaign and development of related platform and tools; • Direct marketing-related planning and execution for global innovation speaker series; • Managing $2+ Million campus wayfinding and signage project; • Lead key cross-campus projects including cross-campus CRM strategy for business, government and academic leaders; and long-term strategy for University web presence; • Led acquisition, communication and use of national brand and reputation market research; • Co-leading development of “strategy ecosystem” (brand, multi-platform content, segmentation and channel strategies along with CRM and metrics/analytics); • Led development of alumni communications framework to support engagement and fundraising.
Accountable for the strategic leadership, execution and ongoing evaluation of all College communication activities including media and public relations, issues management, event management, internal and external communications, brand and marketing as well as student recruitment. As a member of the Senior Leadership Council, participated in the overall management of the College and provided professional expertise in developing and executing integrated marketing and communications strategies to advance its mission. Provided leadership in identifying, planning, and responding to opportunities for College-wide innovation and contributing to Fanshawe’s continued growth by ensuring the institution maintains high community visibility and reputation. Supported alumni relations strategies and tactics and fundraising marketing. With a 31-member team, the overall responsibility was to tell the Fanshawe story to key audiences; clearly define, communicate, and deliver on the brand strategy; and build internal and external relationships to enhance and make known the strengths/differences of the College. Key Projects: • Developed and directed comprehensive brand research, strategy and activation of multi-year/channel/audience enterprise brand marketing campaign; • Led creative development of College “Remarkable” fundraising campaign; • Directed implementation of institutional CRM and ongoing activities; • Executive lead for full web redesign (discovery, architecture, planning, creative and launch); • Instituted comprehensive Social Media audit/review/strategy/execution; • Oversaw formation and institution of municipal/provincial government relations strategy; • Executive lead for recruitment cycle (prospect/applicant/conversion) research, mapping, realignment.
Responsible for the development of marketing and communications strategy. Contributed to the University’s strategic planning process. Recruited, developed, coached, and directed the marketing and communications team as well as external agencies. Directly managed the activities that promoted, enhanced, and protected the University’s profile and reputation. Cultivated relationships with key internal and external stakeholders to advance Mount Allison’s position, influenced decisions, raised awareness, aided student recruitment, and supported alumni relations strategies and tactics and fundraising marketing. Provided creative/editorial oversight for the Alumni magazine. Monitored, managed and provided forecasts for budget to achieve strategic, operational and financial objectives. Acted as University spokesperson for a wide range of issues and prepared and provided counsel to Mount Allison community members for media interviews. Lead and acquired market research. Prepared and evaluated communication plans including issue/crisis communications. Key Projects • Developed and directed comprehensive brand research, strategy and activation of multi-year/channel/audience enterprise brand marketing campaign; • Provided communication plans and leadership (including acting as spokesperson) during national or issue/crisis situations including labour negotiations; • Directed planning and redesign of institution web presence including acquisition and management of external agency partners for design and technical support; • Performed audit, review, and professionalization of the Marketing and Communications team; • Led renewal of student recruitment marketing tactics (design, digital, social, events, etc.); • Managed agency relationships to ensure quality, fiscal responsibility and brand compliance; • Supported alumni/fundraising activities and led development of all capital campaign materials.
Developed and directed strategic marketing and communication plans and activities for the University as a whole and for various units. Recruited, developed and directed the marketing and communications design team as well as agencies. Provided oversight and participated in the creation of print and electronic marketing materials, initiatives and projects aimed at increasing awareness and visibility of the University to a variety of audiences. Wrote, reviewed, designed and edited web communications. Monitored, managed and provided forecasts for an annual budget to achieve strategic, operational and financial objectives. When required, provided counsel to and prepare Laurier community members for media interviews. Led, acquired and conducted market research. Directed cross-functional teams for campus-wide Internet initiatives. Provided marketing advice and direction to department heads. Provided advice on web and marketing-related policies and guidelines. Supported alumni relations strategies and tactics and fundraising marketing.