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- Job Requisition ID: 2026-01769
- Time Type: Full time
- Employee Group: Staff
- Job Category: Marketing
- Employment Type: Permanent
- Department: Advancement and External Relations - Marketing and Brand Strategy
- Hiring Range: $113,285.63 - $141,607.03
- Posting Information: This posting is for an existing vacancy.
- The internal posting deadline for this position is Thursday, Aug ust 20, 2026 at 11:59PM.

Primary Purpose

University of Waterloo is a leading global innovation hub that drives economic and social prosperity for Canada and the world. With more than 41,000 students, we are home to the world's largest co-op education talent pipeline, to game-changing research and technology, and to an unmatched entrepreneurial culture. Together, these create partnerships and solutions to tackle today's and tomorrow's challenges.

At the university, the Marketing and Communications function is responsible for enhancing and protecting the university's reputation. The marketing function specifically leads through advertising and promotion, while developing governance, protocol and templates to uphold consistent, unified and effective marketing activities across campus.

The Director, Brand, Marketing and Research leads the University's institutional brand, marketing strategy, and market research agenda. The role defines and advances a clear,



differentiated brand and ensures marketing strategies are insight-driven, integrated, and aligned to institutional priorities. Serving as the University's senior lead for brand, marketing, and market research, the Director establishes frameworks and governance to enable consistent execution across a decentralized setting.

The role is accountable for supporting effective marketing outcomes, improved engagement, and consistent execution of institutional brand and marketing activities.

Key Accountabilities

Brand and Marketing Strategy

- Leads the development and coordination of the University's enterprise brand architecture, positioning strategy, audience framework, and institutional marketing strategy to establish a differentiated market position and advance institutional priorities.
- Establishes institutional marketing priorities, performance measures, and strategic direction, translating University objectives into integrated marketing strategies that advance recruitment, reputation, partnerships, advancement, and community engagement outcomes.
- Provides strategic counsel to senior leaders and partners on brand, marketing, and market dynamics to inform planning and decision-making.
- Ensures strategies are aligned with institutional goals and designed to deliver measurable impact.

Brand Governance and Institutional Standards

- Establishes and support inst institution brand governance, standards, frameworks, and role clarity to guide brand strategy,



messaging, visual identity, and marketing activities across the University.
- Ensures consistent and appropriate application of brand across Faculties and Administrative units.
- Provides guidance on brand application, messaging, and reputational risk management.
- Supports the implementation of the university's visual identity, licensing and trademark frameworks, brand toolkits, and institutional wayfinding and map standards.

Marketing and Brand Leadership

- Leads the institutional advertising, paid media, and channel strategy (including digital platforms and owned channels) to maximize audience reach, engagement and return on investment.
- Works closely with Recruitment Marketing, Digital Experience, Creative Studio, and institutional partners to align brand strategy, marketing priorities, audience insight, and campaign planning with institutional objectives and operational needs.
- Ensures enterprise-wide integration of marketing planning with campus partners across the University in alignment with institutional priorities.
- Leads the evolution of institutional marketing capabilities, practices and technologies to improve effectiveness, efficiency and audience engagement.

Measurement, Insights, and Continuous Improvement

- Oversees the market research and insights function, including brand tracking, audience research, performance analysis and trends analysis (sector, competitors, etc.).
- Develops institutional frameworks for measuring brand health, marketing effectiveness and audience engagement.
- Leads testing of brand, creative and key-message effectiveness with priority audiences to inform strategic refinement and continuous improvement.
- Integrates research, data, and insights into ma

📌 Director, Brand, Marketing and Research (Ontario)
🏢 Uwaterloo
📍 Ontario