Content Marketing Coordinator

Wilfrid Laurier University • Waterloo, ON

2d • Hybrid

About The Position

The Content Marketing Coordinator is a key contributor to Laurier’s Recruitment & Admissions team. This role manages a consistent cycle of content creation and execution to tell Laurier’s story in a compelling student-focused way that follows the student journey. By producing clear, engaging and actionable content across all stages of the student journey, the role supports enrolment growth and strengthens Laurier’s multi-campus brand.

Reporting to the Manager: Marketing and Communications Strategy, the coordinator develops a wide range of creative assets including SEO-optimized web copy, email campaigns, video scripts, social media content, print collateral and graphics to attract, engage and convert prospective students.

Audiences include:

Prospective domestic and international students (grades 9 to 12) and applicants for undergraduate programs.

Prospective students and applicants for select graduate programs supported by Enrolment Services.

This position ensures content is accurate, brand aligned, accessible and driven by analytics. Contributions will aid in meeting key performance indicators at the campaign and enrolment goal levels that lead to strong enrolment outcomes for the University. The position requires collaboration with team members across Recruitment & Admissions, International Recruitment & Partnerships, Canadian Student Recruitment, Graduate Studies, Faculties, External Relations and other campus partners.

This position has a university-wide mandate and is based at the Waterloo Campus. The incumbent provides subject matter expertise to all campuses and locations, including Waterloo, Brantford and Milton. This may require scheduled interactions with people and departments in Waterloo, Brantford and Milton, or vendor offices (on occasion and as-needed).

Requirements

• University degree in Business, Marketing, Communications, Digital Media, or a related field
• Minimum 4 years of professional experience in communications, content marketing or a related role
• Demonstrated ability to write persuasive content across multiple mediums (web, email, social, paid ads, print, video)
• Familiarity with higher education marketing and student recruitment trends for Gen Z, graduate, and international students
• Experience with CRM platforms (Salesforce/TargetX preferred) and content management systems (Cascade)
• Strong attention to detail, proofreading skills and ability to manage multiple projects under tight timelines
• Proficiency with analytics tools (Google Analytics, CRM reporting) to measure and refine content effectiveness
• Technical skills with Adobe Creative Suite, MS 365, as well as project/task management tools and digital media tools
• Experience collaborating with internal teams and external vendors to execute campaigns
• Ability to work inclusively with diverse audiences and partners across the university community
• A diversified resume which includes demonstration of the breadth of skills across all mediums and for different audiences with be required.
• Demonstrated appreciation of diverse perspectives and experience working with diverse audiences.

Responsibilities

• Lead the content marketing lifecycle for assigned channels, from strategy to execution to measurement to optimization
• Maintain awareness of all channels used across the student journey and recommend the frequency and schedule of content needed to achieve results
• Plan and prioritize content based on audience personas and enrolment stages (awareness, exploration, application, decision, arrival)
• Translate enrolment goals into integrated content strategies that connect tactics, channels, and KPIs to measurable outcomes
• Ensure content aligns with Laurier’s brand standards and reflects institutional values and marketing objectives
• Incorporate accessibility and AODA standards into all content planning and delivery
• Anticipate seasonal recruitment needs and proactively plan content cycles to support open houses, fairs, deadlines and major campaign milestones
• Identify opportunities to repurpose and adapt content across multiple channels to maximize reach and efficiency
• Define, track, and optimize KPIs across channels, ensuring content directly contributes to campaign and enrolment targets
• Present findings and recommendations to team members, R&A leadership and campus partners detailing how content and tactics used are tied to KPIs
• Implement continuous improvement cycles by using dashboards, analytics, and competitor scans to refine strategy
• Track and interpret trends in audience digital behaviour
• Write and edit persuasive student-focused content tailored for specific channels: Websites (wlu.ca program and landing pages, international graduate pages, third-party platforms), Digital campaigns (paid search, display, social ads, SEO-targeted copy), Social media (Instagram, Facebook, LinkedIn, Reddit), Print collateral (viewbooks, brochures, fact sheets, posters, open house and fair materials), Email and CRM-driven campaigns, Video scripts, webinars and live presentations, Other channels as needed
• Produce creative assets that highlight Laurier’s programs, campus life and community while driving measurable calls to action
• Integrate persona and journey insights into content ensuring it resonates with domestic, international, and graduate prospects and applicants
• Collaborate with designers, vendors and internal partners to develop visually engaging and accessible content
• Ensure all copy is consistent with Laurier’s voice, tone and brand personality across channels
• Adapt content for diverse domestic, international and graduate student audiences
• Support rapid response needs by producing timely content to address emerging priorities or student inquiries
• Ensure that all content undergoes appropriate proofreading, quality assurance and brand review prior to release
• Ensure content and planning cycles are tied to key recruitment milestones as appropriate
• Leverage CRM, web, social media and campaign analytics to monitor performance and inform evidence-based content decisions
• Conduct regular content audits and inventories to ensure information is accurate, current and aligned with recruitment goals
• Track user behaviour across wlu.ca, third-party sites and social platforms to identify opportunities for improved messaging and design
• Monitor sector and competitor content strategies in web, paid and organic channels to identify trends and opportunities
• Apply evidence-based decision making to adjust messaging, channel mix and timing for best results
• Recommend reallocation of resources (time, creative, and spend) based on evidence of where content delivers the greatest ROI relative to institution goals
• Use insights from surveys, focus groups and student feedback to refine storytelling and content themes
• Identify risks in communication (e.g. incorrect details, poor timing, cultural considerations) and implement solutions to mitigate them
• Work closely with Marketing & Communications colleagues to deliver integrated campaigns
• Liaise with Service Laurier, International Student Support and Graduate Studies, as well as Faculties, to ensure consistency and alignment in applicant communications
• Collaborate with Laurier’s External Relations team to coordinate production of marketing assets and ensure alignment with institutional campaigns
• Partner with external vendors and agencies on content for creative production, paid campaigns and market-specific initiatives
• Support faculty, staff and recruiters by providing consistent messaging and collateral for recruitment activities and presentations
• Track and manage project status and deliverables in a central project management tool, ensuring accountability and adherence to deadlines
• Contribute to cross-campus coordination by sharing updates and ensuring content reflects the needs of Waterloo, Brantford and Milton audiences

Benefits

• flexible work policy
• flexible work arrangement

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level