Associate Vice-Principal Recruiting, Marketing and Communications

About Bishop’s

Situated on the traditional and unceded territory of the Abenaki people, Bishop’s University is located in Lennoxville, a vibrant and diverse borough within the city of Sherbrooke in the Eastern Townships of Quebec. Founded in 1843, Bishop’s is a predominately undergraduate university providing an exceptional quality liberal education in the fine arts, humanities, social sciences, natural sciences, business, and education. With close to 3000 full time students participating in more than 100 programs across three faculties and schools, and with 115 full-time faculty members – some of Canada’s best – Bishop’s 550-acre campus features numerous buildings, services, and facilities to allow for a wholly immersive university experience.

Bishop’s has an outstanding residence-life program for students. With several faculty members living on campus, Bishop’s is a tightknit community. Bishop’s outstanding reputation as a Maple League University is rooted in its undergraduate education model and the excellent student experience offered by its faculty and staff. For more information, visit www.ubishops.ca.

In order to perpetuate Bishop's University's noble mission and to solidify its reputation of institution of choice for outstanding young people seeking academic excellence and a comprehensive university experience, we are currently seeking an... Associate Vice-Principal Recruiting, Marketing and Communications.

Context

Recognizing the evolving landscape of student recruitment and the importance of targeted marketing and communications, Bishop's University plans to create a new strategic position of Associate Vice-Principal, Recruiting, Marketing, and Communications. The person holding this position, who will report directly to the Principal of the University, will be responsible for aligning with the institution's new governmental mandate, which requires that at least 55% of its student body be Quebec residents. The University will therefore have a preference for fully bilingual candidates.

Position Overview

The Associate Vice-Principal of Recruitment, Marketing, and Communications (AVP RMC) will provide vision and strategic direction for the University's recruitment efforts, as well as for communications with its internal community, potential students, alumni, and the external community. The AVP RMC is tasked with driving an increase in high-quality applications to the University, aiming for student growth that aligns with the University's strategic priorities.

This person will also play a focal role in the University’s communications with its various communities, be they faculty, prospective students, graduates or the wider community. At the same time, he or she will be responsible for consolidating our brand image and managing external communications that reflect this vision. The AVP RMC reports directly to the Principal and serves as an active and influential member of the executive team, offering updates and guidance on matters related to communications, recruitment, and marketing.

Responsibilities

Recruitment

• Demonstrate skills and experience in creating an action plan aligned with the University's Strategic Enrollment Management Plan. The AVP RMC is responsible for developing data-driven strategies to increase high-quality applications across all academic units, as well as formulating targeted strategies for units with low enrollment.

• Advise the Registrar and the executive team on matters related to recruitment, marketing, communications, and on-campus visit strategies and issues.

• Collaborate closely with Deans to achieve recruitment objectives within their respective schools or departments.

• Establish strategic relationships with guidance counselors across Canada, as well as with national and international strategic partners.

• Be well-versed in, and provide direction on, all aspects of undergraduate and graduate marketing and communications. This includes, but is not limited to, understanding generational characteristics, demographics, both Canadian and international education systems, transition issues, academic programs, co-op opportunities, financing, residence, campus life, student success, post-graduation success, on-campus visits, and current and emerging technologies and tools for communicating with prospective student audiences.

Marketing

• Develop a strategic marketing plan that aligns with the Strategic Enrollment Management Plan (SEM Plan), while bringing marketing expertise to direct the efforts and resources necessary to reach the target audience.

• Shape the vision for the University (BU) brand and for coordinating a unified approach to outward-facing marketing activities, including Residences, Conference Services, Athletics, etc.

• Develop and implement the marketing materials and channels required to generate a volume of high-quality applications in line with our objectives, as well as to strengthen our graduates' sense of belonging.
Communications

• Offer strategic guidance to stakeholders on branding and communications for both internal and external audiences.

• Provide strategic guidance and collaborate on the implementation of communication strategies specifically targeting various stakeholder groups, including students, faculty and staff, alumni, the local community, and business and strategic partners.

• Ensure the supervision and optimal development of the University's website, ensuring its alignment with institutional objectives.

• Be accountable for safeguarding Bishop's reputation by identifying, developing, and delivering new concepts and models, along with well-tested, on-brand, creative, innovative, and high-quality approaches for all marketing, communications, and on-campus visits.

• Take responsibility for leading the University's response to crises and for managing relationships with external media.

Preferred Qualifications and Experience

• A Master's degree in a relevant field, such as marketing or communications.

• At least ten years of senior-level experience in areas such as enrollment management, marketing, and communications.

• A proven track record of leadership and service, demonstrating integrity, accountability, fiscal responsibility, and goal achievement.

• Strong proficiency in written and oral communication in both English and French.

• Excellent interpersonal skills, with the ability to build positive and effective relationships with colleagues, students, and the external community.

• Demonstrated strong administrative and supervisory skills.

• Experience in strategic planning, as well as in developing measurement frameworks and key performance indicators to assess effectiveness. Data analysis capabilities are considered an asset.

• A history of success in increasing student enrollment.

• Experience in developing communication strategies targeted at potential students, including the integration of social media and other technologies.

• Proven ability to adopt, master, and encourage effective team usage of technology, including but not limited to customer relationship management (CRM) and marketing automation tools.

• Advanced experience with social media and familiarity with digital marketing tools.

• Understanding of, and experience with, Strategic Enrollment Management (SEM) is considered an asset.

• A strong understanding of the student/customer lifecycle and its relevance to lead generation, conversion, and retention.

Application Process

Interested candidates are invited to submit their applications to Morgan Philips Canada by sending their resume, accompanied by a letter of interest, to Claude Martel or Julie-Catherine Racine, Executive Directors and Partners.

Claude Martel
Executive Director & Partner 514.618.5243


Julie-Catherine Racine
Executive Director & Partner 514.974.0330
julie-catherine.racine@morganphilips.com

Bishop’s University is committed to enhancing the on-campus presence of qualified members from equity-seeking groups, including women, visible minorities, ethnic minorities, Indigenous peoples, individuals with diverse gender identities, sexual orientations, and people with disabilities.

We welcome applications from diverse backgrounds and encourage members of equity-seeking groups to self-identify in their applications.
Bishop’s University is a signatory of the Scarborough Charter, which is a commitment to combat anti-Black racism and foster Black inclusion.

While all qualified candidates are strongly encouraged to apply, in accordance with Canadian immigration requirements, priority will be given to Canadian citizens and permanent residents.

Candidates who anticipate requiring accommodations at any stage of the application process may contact Morgan Philips Canada.
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