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Associate Vice-President Marketing & Strategic Initiatives

Date: December, 2015
Reports to (Job Title): Vice-President, University Relations
Jobs Reporting (Job Titles): Director, Digital Communications, Associate Director, Creative Services, Associate Director, Marketing & Communications
Department: Marketing & Strategic Communications


Main Campus


USG 17
35 hrWk

Primary Purpose

The Associate Vice-President, Marketing & Strategic Initiatives (AVP MSI) is a senior executive at the University of Waterloo, reporting to the VP, University Relations.

The AVP MSI will lead the development of integrated marketing and brand strategies for the University, update and advance positioning framework for brand and identity systems, and generally champion marketing and communications as an enabler within the University of Waterloo.

This critical role will lead in the navigation and positioning of the University’s profile and reputation in the context of an increasingly cluttered and competitive post-secondary landscape in Canada.   At the same time, the AVP MSI will be accountable for developing strong relationships and networks across administrative and faculty communications leads to ensure a strong and coordinated brand presence for the University of Waterloo internally and externally.

Additionally, the AVP MSI will provide strategic advice, support and communications counsel in the development and implementation of the University’s strategic plans.  Within this portfolio, the AVP MSI has responsibility for connection with institutional data analysis projects and takes leadership on strategic initiatives from the Office of the President and Office of VPUR.   The Associate Vice-President, Marketing & Strategic Initiatives (AVP MSI) will lead the strategic positioning of the University and the development and execution of short and long-term strategies to build the public profile of UW.

The AVP MSI will consult, design and recommend a University wide integrated marketing and brand communications plan, aimed at identifying key audiences, desired outcomes, appropriate media and tools. 

The AVP MSI will provide input to the AVP Communications to review and refresh the mandates and memberships of the University Communications Working Group and Council.

Key Accountabilities:

Position Requirements




MS Word Excel PowerPoint Other
Advanced Basic Advanced Public Speaking, Social Media

Nature and Scope

Interpersonal Skills:

Internally, communicates regularly and professionally advises and consults with all senior leaders including the President, Vice-President, Academic & Provost, Director IAP, Associate Vice-President, International, Vice-President, Research, Associate Vice-President, Advancement Services, Associate Vice-President, Principal Gifts, Associate Vice-President, Development, Associate Vice-President, Alumni Relations, Senior Director, Community Relations & Events, AVP, Government Relations, Director, Marketing & Undergraduate Recruitment and with all employees in all groups and departments as the scope of work and projects indicate and dictate, to inform, influence, educate and collaborate and to promote and build the University’s profile.  Externally, this position will have significant senior contacts building critical relationships and developing important partnerships and must have the ability to represent the President and Vice-Presidents on internal and external committees.

Level of Responsibility:

The position is responsible and accountable for the overall results of the Marketing and Strategic Initiatives function.

Decision-Making Authority:

Responsible and accountable for establishing the priorities for the department and addressing the changes to strategic business plans by consulting directly with the Vice-President, University Relations and the President as appropriate.

Physical and Sensory Demands:

Working Environment: