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Manager, Social Media and Branding

Department: Athletics and Recreation Effective Date: August, 2012


35 hr/wk

Reports to: Manager of Marketing, Promotions and Alumni Development

General Accountability

This position is accountable and under the specific supervision of the Manager of Marketing, Promotions and Alumni Development. Other positions which report directly to the same supervisor include:

Coordinator, Marketing and Events; and, Coordinator, Communications and Student Engagement. The Manager, Social Media and Branding will provide functional direction to the Coordinator, Marketing and Events and, Coordinator, Communications and Student Engagement, as well as direct supervision of a Student Placement Photographer, and Student Engagement Co-op position(s).

Nature and Scope

This position is responsible and accountable for planning, creating, and delivering digital content in support of integrated marketing and communications programs to achieve the department’s goals and being the lead interpreter of the department’s brand and visual identity for print, online, social media, web, student apparel and uniform standards.  This position is responsible for the branding and imaging of all impressions that are used by the department and developing and growing social media strategies and tactics that enhance the Department’s engagement and brand amongst a wide number of stakeholders ; this includes impression that are used on campus with students, faculty, and staff. Social media strategies and branding also serve the local corporate community, University of Waterloo alumni and donors, parents, Canadian Interuniversity Sport (CIS), and Ontario University Athletics (OUA).


The Manager, Social Media and Branding must demonstrate leadership in new media and achieve departmental marketing and student engagement objectives through social media strategies involving blogs, twitter, facebook, “app” development, and other integrated new media strategies.


The Manager, Social Media and Branding is responsible for overseeing creative services and ensuring that a  full range of graphics communication services (Print Design, Web  Content Management, Multi Media design, Social Media, and Photography/ Videography) are provided for the organization and departments  within the University. He/she must also work collaboratively within the broader University of Waterloo communications (social media and branding) framework.

Statistical Data

High standards are imperative and leading edge branding must be achieved, always cognizant that the standards of the University must be met.


Value of photographic equipment supported: $8,000

Specific Accountabilities

These accountabilities fall broadly under the umbrella of the marketing, promotions, and alumni development function within the department.


Research, Planning, and Reporting

Strategic planning and budgeting: A key responsibility of the position will be to plan, develop, deliver and evaluate digital marketing and communications content strategies.


Analyze project requirements in terms of department’s overall  marketing plan. Create a comprehensive social media strategy to identify programs  that use social media marketing techniques to increase visibility,  membership, and traffic.


Conduct environmental scans and competitive analyses.


Create content strategies to guide digital communications design and development.


Maintain editorial calendar and strategy for digital initiatives that align with the overall marketing and communications strategy for the department.


Assume project management responsibilities for web and online content development and maintenance.


Design social media programs tied to tangible business  objectives for both consumer marketing and corporate brand development


Provide ongoing monitoring and reports including performance metrics and benchmarks for digital initiatives. Measure the impact of social media on the overall marketing  efforts.


Research and evaluate emerging new media trends and opportunities for the Department.



Brand Development and Oversight


Develop and maintain Department social media and branding guidelines and standards in  accordance with campus design policies and standards.


Advises on copy content and editorial direction.



Digital and Print Media Development (Technical and Specialized)


Monitor and maintain the department social media feeds: Facebook, Twitter, You Tube, etc., as well as ensuring presence is maintained on any new platforms by keeping abreast of emerging social media and trends. 


Develop and design publication materials for dissemination through both electronic and traditional print media. Develop programs  and make recommendations to maximize efficiencies in the distribution and dissemination of such materials.


Define digital personas taking into account both the overall marketing strategy for the department and the differences for audiences engaging with digital media versus other mediums.


Conceptualize, render and execute original designs, multi- media and social media strategies. Explores various conceptual approaches.


Develop written descriptions, copy outlines, thumbnail sketches, black and white and/or colour renderings.


Create web sites, social media strategies and interactive multimedia designs, including organization, content and interface  development.


Supervise and coordinate the project production process, including liaising with the appropriate internal and external  suppliers.


Pre-flight all jobs for digital production. Recommend and implement appropriate production methods ensuring cost-effectiveness and quality.



Collaboration & Training


Collaborate with other social media professionals on-campus (e.g. Manager, Social Media and Community Engagement – Communications and Public Affairs;  Community Manager – Student Success Office) to ensure best practice development and integration of strategies and brand.


Provide social and new media training to co-workers and leadership across the department to ensure maximum understanding, acceptance, and accountabilities regarding these communication mechanisms.


Provide functional direction to the Coordinator,  Marketing and Events and the Coordinator, Communications and  Student Engagement to ensure integration of overall marketing and promotional plans with digital media strategies. Direct oversight of at least two student program coordinators and co-op students.


Liaise with on-campus recruitment, public affairs and promotions staff to conceive, strategize and execute projects.


Liaise with department staff and sponsors and ensures satisfaction at all stages of design implementation.


Art direct student photographers/videographer and illustrators  and/or provides photographic or illustrative images





Manage accounts for department  publications, promotions and identity projects, as well as web,  multi-media and social media initiatives


Manage work flow and production for both digital and tradition print production jobs.


Sources external suppliers: printers, photographers,  illustrators and media specialists


Prepare specifications and obtain quotes for externally  produced work in accordance with department and University  purchasing procedures

Working Conditions