Marketing Specialist I (Web)

At the University of Waterloo, we create and promote a culture where everyone can reach their full potential. As an employee, you get support & opportunities that empower you to advance your career. Explore how we can bring big ideas to life, together. The University is a welcoming workplace for those of all abilities, interests, and expertise. As part of our workforce, you can do what you do best, every day. Learn more about our recruitment process. Job Requisition ID: 2026-02856 Time Type: Full time Employee Group: Staff Job Category: Digital Marketing Employment Type: Permanent Department: Advancement and External Relations

• Web Strategy Hiring Range: $67,688.63 - $84,610.79 Posting Information: This posting is for an existing vacancy. The internal posting deadline for this position is October1, 2026 at 11:59PM. There are two open positions. Job Description: Primary Purpose This job description has been prepared to support implementation and role clarity. It reflects the intended scope of the role at this stage and may be subject to minor adjustments as the work is operationalized, and responsibilities are finalized. 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, game-changing research and technology, and to an unmatched entrepreneurial culture. Together, these create partnerships and solutions to tackle current and future challenges. At the university, the Marketing and Communications function is responsible for enhancing and protecting the university’s reputation. The marketing function leads through integrated planning, campaign development, and brand stewardship, while establishing governance, standards and tools to ensure consistent, effective marketing across campus. The Marketing Specialist, Web is a core professional delivery role within Waterloo's Digital Experience team. The role develops, coordinates and delivers web content and digital experiences across institutional websites, pages, user journeys and digital touchpoints within established strategies, standards and governance frameworks. It supports effective delivery and continuous improvement of the University's web presence through applied expertise in content structure, information architecture, user experience, digital accessibility, SEO, AI visibility and workflow coordination, with a focus on the front-end web experience. All members of the Digital Experience team are expected to uphold and champion digital accessibility in alignment with legislative requirements and established University of Waterloo standards and practices. Key Accountabilities Web Content and Digital Experience
• Develops, publishes and maintains web content using institutional web platforms and content management systems.
• Creates, updates, and optimizes web pages and digital content to support institutional marketing, recruitment and communications objectives.
• Applies information architecture, usability, digital accessibility, SEO and emerging AI visibility practices to support effective digital experiences.
• Organizes and structures of web content to support audience needs, content discoverability and user engagement.
• Ensures web content is accurate, current, and aligned with institutional brand standards, digital guidelines and content requirements.
• Adapts content and page structures to meet audience, channel and platform requirements.
• Uses website analytics, search performance and audience behavior data to identify opportunities to enhance content effectiveness and user experience. Marketing Planning and Delivery
• Implements marketing plans and assigned initiatives with defined objectives, priorities and timelines.
• Coordinates campaign activities, audience engagement initiatives and promotional efforts within established plans.
• Creates, adapts and coordinates marketing content and materials across channels
• Delivers assigned campaign activities, audience engagement initiatives, and promotional efforts within established plans.
• Produces assigned marketing materials and assets such as web content, email campaigns, social media content, presentations, promotional materials, advertising assets, and related marketing products.
• Applies audience, channel and brand considerations to support effective delivery.
• Marketing Coordination and Implementation
• Contributes to campaign planning and coordinates implementation of marketing activities within established priorities, frameworks and timelines.
• Coordinates marketing activities, timelines, deliverables, and approvals for assigned initiatives.
• Identifies implementation challenges and recommends practical solutions to support delivery objectives.
• Works with internal partners to ensure marketing activities are delivered effectively and on schedule. Stakeholder Engagement and Collaboration
• Supports stakeholders, campus partners and marketing, communications, creative, digital and research colleagues to support integrated initiatives.
• Provides practical advice and guidance regarding marketing processes, campaign requirements, audience considerations, and implementation of approaches within established frameworks.
• Responds to stakeholder requests, questions, and routine issues, escalating more complex matters as appropriate.
• Coordinates stakeholder review and approval processes to support timely delivery of assigned work.
• Communicates project updates, requirements, timelines and next steps clearly to stakeholders.
• Assesses and addresses marketing-related issues and stakeholder concerns within established frameworks and delegated authority. Marketing Performance and Standards
• Supports management and optimization of marketing channels, platforms, and campaign activities.
• Applies institutional brand standards, accessibility requirements and marketing guidelines.
• Compiles, analyzes and summarizes campaign performance information, audience engagement data and channel metrics to support evaluation and continuous improvement.
• Identifies trends, opportunities and areas for improvement based on audience, campaign and performance information.
• Contributes recommendations to improve marketing effectiveness, audience engagement, and campaign outcomes. Continuous Improvement and Marketing Practices
• Identify opportunities to improve marketing processes, tools, and delivery approaches.
• Supports implementation of marketing standards, planning tools, and governance practices.
• Maintains awareness of marketing trends, technologies, and emerging practices.
• Contributes to continuous improvement of marketing services and outcomes. Required Qualifications Education
• Undergraduate degree or post-secondary diploma in marketing, communications or related field. Experience
• 2–4 years relevant experience in web content, digital communications, web optimization, or related areas.
• Experience with digital accessibility, SEO and web content best practices.
• Experience with web performance measurement (Google Analytics 4, Google Data Studio, Google Search Console, Microsoft Clarity or similar)
• Experience coordinating tasks, timelines, or deliverables across multiple priorities.
• Experience in higher education, the broader public sector, or another complex multi-stakeholder environment is an asset. Knowledge/Skills/Abilities
• Working knowledge of information architecture.
• Working knowledge of content management systems. (Drupal, Wordpress, Shopify or similar)
• Working knowledge of SEO and web accessibility principles.
• Working knowledge of marketing planning, audience engagement, campaign delivery and channel integration practices.
• Ability to independently coordinate and deliver communications activities within established plans, frameworks and timelines.
• Strong organiz