What Are We About?
Fleming is located in the heart of the Kawartha Lakes Region in Central Ontario, Traditional Mississauga Anishinaabe Territory and covered by the Williams Treaties, 1923. A beautiful place to live and work, surrounded by natural beauty and a mere 90 minutes north-east of Toronto. The College’s 6,800 full-time and 10,000 part-time students, including hundreds of international students from countries around the world, attend at campus locations in Peterborough, Lindsay, Haliburton and Cobourg. Fleming offers more than 100 full-time programs in Environmental and Natural Resource Sciences, Fine Arts, General Arts and Science, Technology, Skilled Trades, Community Development, Health, Business, and Justice as well as other Continuing Education courses.
We are also extremely proud of our more than 85,000 Fleming alumni who are contributing to their communities in the region, across the province and around the world.
What This Position is About:
Reporting to the Associate Vice President, Marketing and Advancement, the Brand Marketing Strategy Manager will lead a team of functional experts comprised of graphic design, videography and marketing personnel, who act in the capacity of support for campaigns and marketing initiatives.
The Brand Marketing Strategy Manager will work with the Associate Vice President, Marketing and Advancement, and the Digital Marketing Strategy Manager, to develop and implement a 3-year strategic marketing plan that is comprised of integrated college-wide digital marketing promotions and campaigns and out-of-home (OOH) advertising, driven by enrolment plans and brand-building objectives. This plan will include both multi-channel and multi-audience marketing strategies and programs with a focus on increasing Fleming’s brand awareness, program applications and confirmations. The 3-year strategic plan will align with both the College strategic plan and short-term business needs, including positioning, messaging, and competitive differentiation.
The Brand Marketing Strategy Manager will manage the booking of all OOH advertising - billboards, bus wraps, transit shelters. The incumbent will work closely with the Digital Marketing Strategy Manager to ensure that OOH buys are aligned with digital buys (geo’s, tactics etc.).
The incumbent will lead the CRM (Salesforce) project to enhance lead, prospect, and applicant conversion through digital platforms and will develop and oversee the execution of the marketing strategy that includes but is not limited to cohesive search engine optimization strategy and ensures that both the UI and UX of the website is optimized to reflect the consumer journey.
The incumbent will be responsible for visual consistency and quality across all brand touch points, including campaigns, print materials, and physical spaces. The incumbent will work with the Digital Marketing Strategy Manager to ensure that the web and social assets are aligned to the most up-to-date and recent brand identity standards. The incumbent will enhance and maintain the visual identity and design guidelines for the organization's brand, including the logo, color palette, typography, imagery, photography. This includes managing the design and production of all brand-related materials, storyboarding for videos, developing shot lists for photoshoots and developing and enhancing the College brand campaigns.
The Brand Marketing Strategy Manager will effectively direct and manage the Graphic Designer and the Videographer to develop, implement and maintain a consistent and compelling brand identity across all channels and touch points. The incumbent will collaborate with various stakeholders to ensure the brand's visual representation is consistent and aligned with the organization's values, objectives, and five-year College strategic plan. Additionally, the incumbent will have a focus to ensure AODA compliance for all advertising products. This role requires a strong understanding of brand principles, excellent design and art direction skills, and the ability to manage and inspire a creative team.
The Brand Marketing Strategy Manager will be a cross-functional collaborator, collaborating with and being the point of contact for all academic schools, departments, and divisions within the College to ensure brand alignment and support with marketing initiatives. The incumbent will own all portfolios and ensure effectiveness of working relationships with all areas. The incumbent will build go-to-market strategies and tactics to ensure there is effective brand consistency. The incumbent will lead and utilize the support of the Marketing Consultants to effectively deliver growth that contributes to overall objectives.
The Brand Marketing Strategy Manager will work closely with the Digital Marketing Strategy Manager and the College’s institutional research team and continuously monitor enrollment including applications and confirmations to make recommendations based on data, customer insights, market dynamics, and College dashboards as it pertains to applications and confirmations and programs with a strong weighted funded unit (WFU), high institutional strength among a variety of other factors and data sets.
Work Schedules:
This position has been designated as hybrid/partially remote and is expected on-site 50% of the time.
What We Are Looking For:
Completion of a four-year Degree in marketing, social/digital media, advertising, communications, or related field along with a minimum of five years of work experience:
* In marketing strategy or marketing and communications with demonstrated experience leading a team
* Full understanding of marketing, advertising, website, CRM tools and social/digital media and various communication and paid advertising tools
* Proven experience in brand management, visual identity design, and creative direction
* Strong portfolio showcasing a range of design products and expertise in brand development
* Proficiency in design software such as Adobe Creative Suite (Photoshop, Illustrator, InDesign) and other relevant tools
* Deep understanding of design principles, typography, color theory, and visual storytelling
* Proven ability to develop and maintain brand guidelines and ensure consistency across all touchpoints
* Expert understanding of branding, and the ability to create a visual identity that aligns with our values, mission, and target audience
* You are ready to grow your career and lead a creative service team (Graphic Designer, Videographer, Marketing Consultants). Strong leadership and team management abilities, with the capacity to inspire and motivate a creative team.
* Thorough knowledge of marketing principles and segmentation analysis
* Proven financial management and budget forecast skills
* Experience working with multiple organizations in jointly developing marketing, search engine marketing, search engine optimization and programmatic advertising strategies, marketing plans and budgets
* Experience with conducting market research projects and analyzing data
* Demonstrated success in building market share and proven marketing and advertising plans
* Strong project management and organizational skills. Must be able to support at a strategic and sometimes tactical level to ensure effective execution of important program timelines and deliverables.
* Excellent relationship management skills with internal and external stakeholders with demonstrated ability to influence, collaborate and negotiate cross-functionally
* Self-starter, ability to drive project forward and perform independently with minimal supervision
* Ability to multi-task and perform well under pressure
How To Apply:
Internal Candidates: apply through My Campus by visiting the Career Opportunities page.
External candidates: apply by visiting the Fleming Careers Page.
Equity, Diversity & Inclusion:
Fleming College is committed to building diverse, equitable, inclusive, and accessible learning and working environments. We welcome those who would contribute to the further diversification of our Staff, our Faculty and our Administration including, but not limited to, women, racialized persons, Indigenous peoples, persons with disabilities, and persons of any sexual orientation or gender identity to apply.
We believe in and promote the rights of all persons with disabilities and commit to ensuring accommodations available throughout the recruitment, selection and/or assessment process to applicants with disabilities. If selected to participate in the recruitment, selection and/or assessment process, please inform our Human Resources staff of the nature of any accommodation(s) that you may require to ensure your equal participation. To obtain a copy of this document in another format please e-mail HR@flemingcollege.ca.
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