Communications Manager

Description:

The Communications Manager plays a critical leadership role in the development of communications and building the brand for the Waterloo Eye Institute and the School of Optometry and Vision Science. The Communications Manager take leadership in communications, marketing, branding, and key projects, internally and externally, as well as ensuring the smooth internal communication of information critical to the day-to-day operations of the Institute and the School. The Communications Manager is responsible for the image and reputation in the media and general public, at the local, provincial, national and international levels among a wide range of stakeholders, partners and donors.
Responsibilities:
Marketing and Branding
Responsible for positioning the School as a leader in research and academic excellence through the creation of on-brand marketing materials in support of the School’s strategic plan
Act as a primary content provider for the School’s print, web and social media channels, identifying and writing engaging and informative stories from academic research, student activities and teaching initiatives ensuring alignment with the broader communications strategic plan
Coordinate photo and video shoots and/or source photos for copy when necessary
Research, write and edit compelling copy for all print material that support strategic initiatives. Work with designers, photographers and external vendors to create visually appealing products within budget
Maintain an excellent understanding of brand guidelines and promote a unified look and feel for the School through the creation and maintenance of a cache of promotional materials
Internal Communications
Lead the development and implementation of an effective internal communications strategic plan to foster increased information sharing among all stake holders (research, clinical and academic)
Gather information, conduct interviews, and write content for ongoing deliverables
Build relationships with faculty and staff in order to maintain awareness of all teaching, research and clinical activities within the School to enhance stakeholder participation
Ensure that all relevant external communications are shared internally with key stakeholders through appropriate channels
Own and manage the day-to-day communication activities, including acting as an advisor to colleagues on best practices
The incumbent is expected to work closely with the senior administrative team to craft timely and appropriate messages to employees
Write content for the Director to use in public speaking engagements
Leads the development and implementation of appropriate metrics to define, monitor, analyze and refine all communication initiatives as a basis for strategy development
Advancement and Recruitment (External) Communications
Act as an editorial resource for the advancement and recruitment team by assisting with researching, writing, editing and designing strategic publications and communications including, annual reports, and brochures. Incumbent must be able to write convincingly in a voice appropriate for intended stakeholders
Act as key author and editor on the Monthly Director’s Report, the Insight Newsletter, and the Impact Report, writing content, interviewing sources and editing proofs
Develop messaging for school leadership at speaking engagements, in keeping with and relying on a knowledge of advancement goals and priorities, including slide decks, news stories, media relations and promotions to ensure a consistent and coherent delivery of information across all units within the school
Support colleagues at events with communications needs or marketing collateral such as donor events, alumni events and continuing education events
Media Relations
Maintain comprehensive knowledge of all teaching and research activities within the school and clinic
Strategically and systematically, evaluate research findings, events and new developments, identifying those with the greatest potential for being picked up by the media, and ensuring emphasis on research, academic and clinical priorities
Gather information, conduct research, and interview sources in order write a variety of high-impact materials for the media, including but not limited to press releases and media advisories. The incumbent must understand and operate in a broad spectrum of political, social and cultural milieus, and be able to distill complex academic information into plain language to bring research to life
Collaborate with University Relations, Marketing and Strategic Communications, to ensure excellent quality/consistency and initiate coverage and outreach
Draft quotes on behalf of school spokespeople, including the Director and senior administration
Acting as an advisor providing expert opinion to effectively counsel academic colleagues on the optimal approach to public messaging to ensure media interest and coverage
Provide advice and support to researchers by providing training and tips on responding to media queries
Field media requests through University Relations, Marketing and Strategic Communications by quickly identifying appropriate experts and supporting the arrangement of interviews
Work with University Relations, Marketing and Strategic Communications to maintain or increase both the quality and quantity of earned media
Represent the School at events and activities both on and off-campus. These events require the incumbent to diplomatically and effectively facilitate media interaction with the School’s most senior leaders, stakeholders, and funders
Qualifications:
University degree in communications, journalism, marketing, public relations, or equivalent combination of education and experience required
Master’s degree preferred
5-7 years of experience with developing messaging, creating media releases, storytelling and developing internal communications required
Experience with scientific writing required
Thorough knowledge and understanding of marketing communications, strategic communications planning and print media
Experience fielding media inquiries and working with external forces on deadlines
Proven track record of innovative and effective storytelling
Proven experience articulating positioning/messaging. Strong social media knowledge and experience
Excellent written and verbal communication skills; excellent copy editing and proofreading skills; multi-media storytelling experience. Active listener to foster positive working relationships and partnerships
Ability to manage multiple projects (from concept through execution), demonstrate effective time management skills and confidence in decision making with a positive attitude while remaining flexible to adapt to unexpected and time-sensitive demands
Demonstrated ability to lead and support the management of change, and to remain flexible, diplomatic, efficient, and capable of managing crisis situations as they arise
Proven self-starter with demonstrated commitment to innovation, creativity, and excellence
Strong organizational and problem-solving skills; initiative; demonstrated skill in managing priorities with limited resources (time and funding), and strong project management skills including budget development
Advanced skills in MS Word, Excel and PowerPoint. Sound working knowledge of design and photography software, content management platforms; social media channels and web-based project management platforms