Description
Reporting to the Executive Director, Marketing & Communications, the Associate Director, Advertising and External Communications leads and manages a portfolio including all brand and recruitment advertising, digital and traditional media buying, media and government relations.
The Associate Director leads a diverse team of marketing and communication professionals to increase brand awareness for VCC and drive recruitment for the diverse programs VCC offers.
Brand and Recruitment Advertising
- As part of the Marketing and Communication leadership team and participates in the development of strategic initiatives and operational plans.
- Leads the development of brand and recruitment advertising initiatives to drive consideration of VCC and registration for specific identified programs.
- Responsible for all media buying-traditional and digital media with the key objective of building brand equity and driving conversions.
- Reporting on and monitoring all advertising, social media and PR activities.
- Oversees all social media strategy and activity with a focus on organic and purchased social media promotions.
- Develops and refreshes brand guidelines and ensures these are communicated to the VCC community on a regular basis.
- Oversees efforts to create, enhance, and promote VCC’s long term brand equity, awareness, image and market positioning.
- Leads the annual planning, development and implementation of new strategies that support the strategic direction of the College.
- Collaborates with the creative services team and external vendors to develop all creative assets required for brand and recruitment advertising.
External Communications
- Develops strategies and proactively builds and maintains relationships with media and government to build brand equity.
- Monitors developments and trends within external audiences to ensure they are addressed and communicated.
- Collaborates with and responds to government and media requests in a timely and proactive way.
- Monitors the value and coverage VCC achieves in media and develops monthly reporting.
- Supports the Executive Director, Marketing and Communications with a high level of accuracy, professionalism, and flexibility with government communications.
Issues Management, Crisis, and Emergency Communications
- Determines the appropriate External Communications strategy, key messages, and channels when responding to sensitive issues and critical situations.
- Works collaboratively with the department’s leadership to develop an external communication crisis management plan to ensure VCC is well positioned to communicate effectively during such situations.
- Serves as a key member of VCC’s Emergency Operations Committee (EOC). During crisis situations, ensures media and government have accurate and timely information.
Operational and Budget Management
- Review and monitor assigned budget and ensure accurate and timely accounting and reporting of expenses and analyze and resolve variances.
- Develops and manages budgets for assigned special projects including vendor management.
- Familiarize and comply with all VCC Financial, Accounting, IT, Contract and Purchasing Policies and Procedures.
- Initiates, designs, implements, and completes negotiated/request for proposal (NRFP and RFP) process for contract projects and services.
Human Resources Leadership
- Responsible for the selection, assignment, evaluation, training and development of direct reports within the scope defined by College policy and the Collective Agreements.
- Fosters equitable practices and inclusive culture that attracts and retains key talents. Identifies high potential individuals and develops leadership for capacity building and succession planning.
- Develops a high performing team, ensuring high standard of service delivery, competence and team members are provided with developmental opportunities to improve their skills and achieving their career potential.
- Provides clear direction on goals and priorities; ensures optimal deployment of resources to achieve goals. Delegates appropriate authority to team members and provides clear expectations, information, supervision and support to enable them to fulfill their duties and responsibilities.
- Represents management in the grievance process and consults with People Services regarding collective agreement interpretation and application. Provides input to the management team for collective bargaining purposes as needed.
- May act on behalf of and as a backup to the Executive Director, as required.
Requirements
Education and Experience
Bachelor’s degree in marketing or a related discipline.
Five (5) years’ experience leading integrated marketing teams including digital marketing and brand campaigns.
Five (5) years’ experience in external communication, media and/or government relations.
Experience working in a multi-union environment or post-secondary an asset.
An equivalent combination of education and experience may be considered.
Skills and Abilities
Demonstrated advanced knowledge of brand and advertising strategies, techniques, and concepts.
Excellent knowledge of media and government relations.
Strong strategic, operational planning and organizational skills.
Excellent project management skills with ability to effectively manage multiple projects simultaneously, prioritize assignments, and meet budgets and deadlines in a high pressure, fast paced, changing environment.
Strong leadership skills with ability to supervise, motivate, and lead a team.
Strategic, anticipates and takes initiative, creates innovative and creative solutions to solve problems with an effective use of resources.
Ability to effectively work and communicate with external stakeholders and internal colleagues, in a respectful, consultative, and service-orientated manner.
Ability to establish and maintain effective working relationships at all levels within the College and with outside agencies with a high degree of professionalism, tact and discretion.
Exhibits discretion and ability to maintain confidentiality.Excellent oral and written communication skills.
