Location: Vancouver, BC
Institution: Gastown Business College
Employment Type: Full-Time, Permanent
Salary: Competitive, based on qualifications and experience
About Gastown Business College
Gastown Business College (GBC) is a growing private post-secondary institution dedicated to providing career-focused education and exceptional student experiences. We are seeking an energetic, innovative, and results-driven Marketing and Digital Engagement Officer to lead our marketing initiatives, strengthen our brand presence, increase student enrolment, and expand our digital footprint.
The successful candidate will be responsible for developing and executing comprehensive marketing strategies that drive awareness, engagement, and student recruitment. Social media management, content creation, and influencer partnerships will form a significant component of this role, supporting the institution's overall marketing objectives.
Position Summary
The Marketing and Digital Engagement Officer will lead the institution's marketing activities, including student recruitment campaigns, brand development, digital advertising, market research, communications, public relations, and promotional initiatives. The role will also oversee the college's social media presence, content strategy, influencer partnerships, and digital engagement activities.
The ideal candidate is a strategic marketer with strong digital marketing expertise, excellent communication skills, and a proven track record of generating leads, increasing brand visibility, and creating engaging online content.
Key Responsibilities
Marketing Strategy and Brand Development
- Develop and implement annual marketing plans aligned with institutional growth objectives.
- Create and execute marketing campaigns to support student recruitment and enrolment targets.
- Strengthen and maintain the institution's brand identity across all marketing channels.
- Identify new market opportunities and develop strategies to increase market share.
- Conduct market research and competitor analysis to support decision-making.
- Develop marketing initiatives targeting domestic and international student markets.
- Monitor and evaluate marketing performance and return on investment (ROI).
Student Recruitment and Lead Generation
- Develop and implement campaigns to generate qualified student inquiries and applications.
- Collaborate closely with Admissions and Recruitment teams to support enrolment growth.
- Design and manage recruitment-focused marketing initiatives.
- Track lead generation performance and optimize conversion strategies.
- Support education agents, recruitment partners, and community outreach initiatives through marketing materials and campaigns.
Communications and Public Relations
- Develop marketing and promotional materials, including brochures, presentations, advertisements, newsletters, and digital content.
- Assist with media relations, public announcements, and institutional communications.
- Ensure consistent messaging across all communication platforms.
- Support institutional events, open houses, information sessions, graduations, and community engagement activities.
Website Management and Digital Marketing
- Maintain and update website content to ensure accuracy, relevance, and regulatory compliance.
- Improve website performance through search engine optimization (SEO) and user experience enhancements.
- Develop and manage email marketing campaigns.
- Plan and execute digital advertising campaigns across multiple platforms.
- Monitor website analytics and recommend improvements to increase traffic and conversions.
Social Media Management
- Develop and manage the institution's social media strategy.
- Oversee all social media platforms, including:
- Instagram
- Facebook
- TikTok
- LinkedIn
- YouTube
- Create and maintain content calendars aligned with marketing campaigns and institutional priorities.
- Produce engaging content, including:
- Reels and short-form videos
- Student testimonials
- Success stories
- Campus activities
- Faculty and staff features
- Educational content
- Program promotions
- Monitor engagement metrics and continuously improve social media performance.
Influencer Marketing and Brand Ambassadors
- Develop and manage influencer marketing initiatives that support student recruitment and brand awareness.
- Identify, recruit, and collaborate with social media influencers, alumni, students, and community ambassadors.
- Build partnerships that expand the institution's reach and visibility.
- Coordinate influencer campaigns and measure performance outcomes.
- Create ambassador programs that encourage authentic student engagement and advocacy.
Content Creation and Multimedia Production
- Capture and produce high-quality photos and videos for marketing campaigns.
- Edit video content for social media, website, and promotional use.
- Design marketing graphics and visual assets.
- Create compelling storytelling content that highlights student success and institutional achievements.
Analytics and Performance Reporting
- Monitor and report on key marketing metrics, including:
- Lead generation
- Website traffic
- Conversion rates
- Advertising performance
- Social media engagement
- Brand awareness
- Prepare monthly marketing performance reports for senior management.
- Recommend improvements based on data and industry trends.
Qualifications
Required
- Diploma or Degree in Marketing, Communications, Business, Public Relations, Digital Media, or a related field.
- Minimum three years of experience in marketing, communications, or digital marketing.
- Demonstrated experience developing and implementing successful marketing campaigns.
- Strong understanding of digital marketing, branding, and lead generation strategies.
- Excellent written and verbal communication skills.
- Strong organizational and project management abilities.
Preferred
- Experience working in education, training, or student recruitment environments.
- Experience managing paid advertising campaigns.
- Experience working with influencers and ambassador programs.
- Experience with:
- Google Analytics
- Google Ads
- SEO platforms
- CRM systems
- Email marketing platforms
- Canva, Adobe Creative Suite, or similar design tools
- Video editing software such as CapCut, Adobe Premiere Pro, or equivalent
Key Competencies
- Strategic Marketing Planning
- Student Recruitment Marketing
- Brand Development
- Digital Marketing
- Content Creation
- Social Media Management
- Influencer Marketing
- Public Relations
- Data Analysis and Reporting
- Relationship Building
- Creativity and Innovation
- Project Management
Why Join Gastown Business College?
- Opportunity to lead and shape the institution's marketing strategy.
- Dynamic and collaborative work environment.
- Opportunity to make a measurable impact on enrolment growth and brand awareness.
- Professional development and career advancement opportunities.
- Competitive salary and benefits package.
How to Apply
Interested candidates should submit:
- Cover Letter
- Resume
- Marketing Portfolio
- Examples of Social Media Campaigns Managed
- Examples of Video or Digital Content Created
Only shortlisted applicants will be contacted.
Indeed Screening Question
Please provide examples of marketing campaigns you have personally planned and executed, including measurable results such as leads generated, enrolment growth, website traffic increases, or social media engagement improvements.
Please provide links to social media accounts, videos, or digital marketing projects that demonstrate your content creation and influencer marketing experience.
Pay: $50,000.00-$70,000.00 per year
Work Location: In person
