Executive Director of Marketing

Job Description

<p><b>DUTIES</b></p><p>Are you passionate about shaping the future of Thompson Rivers University’s brand as our next Executive Director of Marketing? Lead bold, research-driven strategies that inspire audiences worldwide and showcase TRU’s excellence on every stage.</p><p><b>Why TRU?</b></p><p>At Thompson Rivers University, we offer outstanding benefits—from generous vacation and leave options to employer-paid comprehensive health coverage, pension plan, and professional development opportunities.</p><p><b>Why Kamloops?</b></p><p>Kamloops is one of the best cities to live in Canada! Situated in beautiful British Columbia’s southern interior, this sun-soaked city offers the perfect mix of natural beauty, affordability, and community spirit. With over 2,000 hours of sunshine annually, you can ski in the morning, bike in the afternoon, and unwind at a local winery or live music venue by evening. From hiking trails to art galleries, farmers’ markets to festivals, Kamloops offers big-city energy without the gridlock. It’s a welcoming, family-friendly community with a lower cost of living and room to grow—personally and professionally.</p><p><b>The Opportunity</b></p><p>Reporting to the Vice-President, International, the Executive Director of Marketing is the senior leader responsible for developing, governing, and executing integrated, institution-wide marketing strategies that enhance TRU’s brand and reputation and advance the university’s mission, priorities, and long-term goals.</p><p>The Executive Director of Marketing, working closely with Strategic Communications, plays a pivotal role in shaping and safeguarding TRU’s brand identity, overseeing the university’s comprehensive marketing strategy, digital experience, and core creative services. The incumbent provides leadership in research-informed marketing initiatives across diverse channels, fostering meaningful engagement with TRU’s local, provincial, national, and global audiences.</p><p>The role is a strategic and tactical partner to senior university leadership, divisional heads, faculties, and marketing professionals across campus, facilitating alignment between pan-institutional marketing priorities and area-specific objectives. The incumbent ensures marketing initiatives are cohesive, brand-aligned, and optimized for impact and measurable outcomes.</p><p>As a key liaison to major institutional units—including TRU World, TRU Open Learning, Enrolment Services, Advancement, and academic faculties—the Executive Director champions the university’s brand narrative, ensuring institutional strengths are communicated effectively to support the needs of individual units while amplifying TRU’s overall market position.</p><p>The incumbent leads a full-service marketing department, providing direction and mentorship to a team of professionals in brand and identity, marketing strategy, creative services, and digital experience. The role fosters a culture of innovation, collaboration, and excellence, ensuring high-quality representation of TRU’s brand across all platforms and touchpoints.</p><p>The ideal candidate is a visionary, business-minded senior leader with a proven record of leading complex marketing strategies aligned with organizational goals and designed to achieve measurable, timely outcomes in a competitive, dynamic environment.</p><p><b>MAJOR RESPONSIBILITIES</b></p><ol><li>Provide leadership in developing and executing institution-wide, data-informed marketing strategies that align with TRU’s priorities, enhance its brand position, and drive reputation and enrollment outcomes.</li><li>Oversee and govern the planning and delivery of comprehensive marketing initiatives, campaigns, and projects that reinforce a positive image of TRU, working closely with Strategic Communications and senior leaders.</li><li>Lead and oversee TRU’s marketing portfolio, including brand governance, integrated marketing strategy, creative services, and digital experience, ensuring alignment with institutional objectives.</li><li>Champion brand continuity and storytelling across faculties, divisions, and departments, fostering collaboration to ensure consistent, impactful marketing execution.</li><li>Act as the university’s senior advisor on marketing principles, brand management, and best practices, providing strategic counsel to leadership and marketing professionals.</li><li>Govern the application and evolution of TRU’s brand and visual identity standards, ensuring consistency and market differentiation.</li><li>Use market intelligence, research, and data analytics to inform marketing strategies and decision-making, responding to market dynamics and opportunities.</li><li>Establish KPIs and analytics frameworks to evaluate marketing effectiveness and ROI.</li><li>Lead resource planning, allocation, and optimization of the Marketing Office’s human, financial, and technological resources.</li><li>Develop and manage a multi-year marketing operational plan and budget aligned with institutional goals.</li><li>Foster a high-performance culture within the Marketing team through leadership, talent development, coaching, and mentorship.</li><li>Collaborate with cross-functional leaders and units to advance integrated marketing initiatives.</li><li>Monitor industry trends, technological advancements, and marketing innovations, translating insights into relevant initiatives.</li><li>Represent marketing interests on senior university committees, governance bodies, and external forums.</li></ol><p><b>REPORTS TO</b></p><p>Vice-President International</p><p><b>QUALIFICATIONS</b></p><ul><li>A post-secondary degree in marketing, business administration, or a related discipline; a master’s degree (MBA or related field) is a strong asset.</li><li>10-15 years of progressive leadership in marketing, including senior-level experience managing multi-disciplinary teams and large portfolios. Experience in post-secondary education or similar is preferred.</li><li>Proven success in developing and executing enterprise-wide marketing and brand strategies with measurable impact.</li><li>Extensive experience leveraging market research, audience insights, and data analytics for marketing decision-making.</li><li>Strong understanding of digital marketing strategies, technologies, and platforms.</li><li>Exceptional relationship-building and influencing skills, with experience working with senior leaders and diverse stakeholders.</li><li>Knowledge of governance structures and decision-making in complex organizations.</li><li>Ability to lead in resource-constrained environments, aligning diverse interests.</li><li>Ability to translate institutional goals into actionable marketing plans.</li><li>Superior communication skills, including articulation of vision and insights to diverse audiences.</li><li>Experience in budget development, financial oversight, and resource optimization.</li><li>Experience managing agency relationships and external vendors.</li><li>Strong team leadership and people management skills, fostering a culture of excellence and innovation.</li></ul>
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