06 Feb
Robertson College
Downtown
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Director, Marketing and Brand
- - - Robertson is the School of New Work. Our vision is for everyone to have a good life through a prosperous and fulfilling career. Our mission is to empower our learners with the most relevant training and up-to-date industry insights so that they may find fulfilling and meaningful careers.
Overview
Robertson College is seeking a dynamic Director, Brand and Marketing to spearhead our comprehensive marketing initiatives aimed at enhancing revenue and student engagement.
This strategic leadership role is responsible for overseeing the marketing department,
managing our partnership with the Agency of Record and driving innovative marketing strategies that significantly impact the college's growth.
The successful candidate will balance high-level planning with tactical execution, lead internal teams in marketing fulfillment and content, and leverage advanced technologies, including AI, to optimize efforts and ensure accountability across all brand and marketing metrics.
Key Responsibilities
Strategic Leadership and Vision
- Develop and implement an overarching marketing and branding strategy that impacts the college's revenue growth and market presence directly.
- Innovate and adapt strategies to maintain competitiveness in the education sector.
Sales (Recruitment & Admissions) Collaboration
- Partner closely with the Admissions team daily to align marketing efforts with sales objectives and provide real-time support to boost admissions through targeted campaigns.
Agency of Record (AOR) Accountability
- Manage the relationship with the Agency of Record, Brandish, ensuring they meet all performance metrics and deliverables.
- Regularly assess Brandish's effectiveness,
holding them accountable for achieving agreed-upon goals and optimizing the partnership for maximum ROI.
Marketing Performance Management
- Oversee all brand and marketing metrics, analyzing data to quickly adjust strategies and optimize campaign effectiveness.
- Focus on metrics that contribute directly to revenue growth and optimize marketing channels and initiatives.
Balanced Strategy and Tactical Execution
- Integrate strategic planning with tactical execution, responding swiftly to changing market conditions and opportunities.
- Lead cross-functional teams to develop and execute innovative and effective marketing campaigns.
Internal Team Leadership
- Direct internal teams in marketing fulfillment and content, ensuring productivity and alignment with the college’s strategic goals.
- Foster an environment that encourages creativity, strategic thinking, and professional growth.
Cross-Functional Team Engagement
- Spearhead initiatives that require collaboration across different departments, ensuring marketing strategies are fully integrated with sales efforts to drive enrollment and engagement.
- Sales Alignment: Work closely with the sales (admissions) team to align marketing campaigns with sales targets and strategies, ensuring marketing efforts complement and enhance sales activities.
- Communication and Coordination: Facilitate regular communication between the marketing team and other departments to ensure that all teams are informed of marketing initiatives and their roles in these efforts.
- Feedback Integration: Establish a system for receiving and integrating feedback from cross-functional teams, using insights to optimize marketing strategies and tactics.
- Joint Campaign Development:
Lead the development and execution of joint campaigns, providing guidance to Brandish, that leverage the strengths of both the marketing and sales teams. Maximize impact and results by incorporating input from cross-functional teams.
Innovative Technology Integration
- In partnership with the Systems team, utilize advanced technologies, including AI, to enhance marketing productivity, refine targeting, and improve conversion rates.
- Stay at the forefront of technological advancements to ensure optimal marketing efficiency and effectiveness.
Budget Management
- Manage the marketing budget to ensure all activities are cost-effective and deliver high ROI.
- Strategically allocate resources to maximize impact and support both short-term performance and long-term brand equity.
Trend Monitoring and Innovation
- Stay informed of the latest trends in content marketing, digital technology, and educational advancements to keep content relevant and impactful.
- Introduce innovative content solutions and practices to enhance visibility and engagement across targeted audiences.
Key Performance Indicators (KPIs)
The Director, Brand and Marketing will be evaluated on the following KPIs to ensure alignment with Robertson College's strategic goals and operational excellence:
- Revenue Growth: Directly tied to marketing efforts, measured by increases in enrollment and program participation.
- Lead Generation: Number of new leads generated through various marketing channels, focusing on conversion rates and lead quality.
- Brand Visibility and Engagement: Enhancement of brand awareness in target markets, measured through social media metrics, website traffic,
and engagement rates.
- Campaign Performance: Success of specific marketing campaigns, assessed through metrics such as ROI, customer acquisition costs, and overall campaign reach.
- Admissions Collaboration Efficiency: Effectiveness of marketing strategies in supporting admissions goals, measured by admissions rates and feedback from the Admissions team.
- Agency Performance: Accountability and performance of the Agency of Record, Brandish, evaluated through adherence to contractual obligations, innovation in campaigns, and contribution to overall marketing goals.
- Team Productivity and Development: Performance and growth of the marketing and content teams, measured through project completion rates, team satisfaction scores, and individual professional development achievements.
- Innovation and Adoption of New Technologies:
Implementation and effective use of advanced technologies, including AI, to improve marketing efficiency and effectiveness, evaluated by adoption rate and impact analysis.
- Cultural Leadership and Team Engagement: Strength of team culture and engagement, measured through team satisfaction surveys, retention rates, and the effectiveness of leadership initiatives.
Qualifications
- Bachelor’s or master’s degree in Marketing, Business Administration, Communications, or a related field.
- Minimum of 8 years’ experience in marketing, with at least 3 years in a leadership role managing a marketing team.
- Proven experience in overseeing marketing strategies that directly contribute to revenue growth.
- Extensive knowledge of digital marketing, content strategy, and direct collaboration with sales/admissions teams.
- Demonstrated ability to balance strategic oversight with tactical execution in a dynamic environment.
- Strong analytical skills to monitor and optimize performance.
- Proficiency in using AI and other technologies to boost marketing effectiveness.
- Excellent communication skills, capable of managing multiple stakeholders and fostering team collaboration.
Job Types: Full-time, Permanent
Schedule:
● 8 hour shift
● Monday to Friday
Salary Range: $85,000 - $93,000 per year with 15% bonus
Benefit
● Dental Care
● Disability insurance
● Employee assistance program
● Extended health care
● Life insurance
● Paid time off
● RRSP match
● Vision care
Don’t feel like you meet every requirement? We encourage you to apply
anyways! Studies have shown that women and people of colour are less likely to
apply to jobs unless they meet every single requirement.
WHY WORK WITH US
Education Canada Group (the parent company of Robertson College) is an equal
opportunity employer. We celebrate diversity in our inclusive work environment and
encourage people from all walks of life to apply. We are committed to fostering an
inclusive and diverse environment where everyone feels seen, heard, and valued. We
embrace our team's differences and know that diversity in our team is the strength
that drives our success. We want you to feel welcomed, energized, challenged, and
engaged while having fun. Come and grow with us! If you are someone who loves
the highs and lows of doing meaningful work with like-minded team members, we’d like to hear from you! If you would like to request reasonable accommodations for
the interview process, please let us know.
As a company we are committed to uplifting indigenous voices, respecting
traditional lands, raising awareness and working in collaboration with Indigenous
partners in the spirit of reconciliation.
We acknowledge that our campus located in Winnipeg is on Treaty 1 territory, the
traditional lands and waters of Anishinaabe [AH - NISH - AH - NAH – BAY], Ininiwak,
Anishininiwak, Dakota, and Dene (DEN-EH) peoples, and the National Homeland of
the Red River Métis. We acknowledge that our water is sourced from Shoal Lake 40
First Nation located on Treaty 3.
In Alberta, We acknowledge Robertson College is on the traditional territories of the
Blackfoot Confederacy (Siksika, Kainai (Gay-aynah), Piikani (Pe-gun-ee)), the
Tsuut’ina (soot-tin-a), the Iyarhe (E-a-hey) Nakoda Nations, the Métis Nation (Region
3), and all people who make their homes in the Treaty 7 region of Southern Alberta.
In Edmonton on Treaty 6 territory, a traditional gathering place, traveling route and
home for many Indigenous Peoples including the Nehiyawak/Cree, Tsuut’ina,
Niitsitapi/Blackfoot, Métis, Nakota Sioux, Haudenosaunee/Iroquois, Dene Suliné,
Anishinaabe/Ojibway/Saulteaux, and the Inuk/Inuit.
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