Vice President of Marketing and Communications

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Job description

Company Summary

Summit2 Education, owner, and operator of Willis College and CBBC Career College, is an employment-oriented, student-focused organization offering 32 different programs to students throughout Canada. With a proud history that dates to 1866 (Willis College) and 1958 (CBBC Career College), our courses are delivered via in person at our campuses in Ottawa in Ontario, Winnipeg in Manitoba, and Halifax, Dartmouth, and Sydney in Nova Scotia. We also proudly offer online learning through our fully internet-based campus, Willis College Online.

Position Summary

The Vice President plays a leading role in assisting the organization in realizing its ambitious aspirations to leap into the ranks of the nation’s largest, best-known and highest achieving career education institutions. In this role, the Vice President of Marketing and Communications is responsible for the execution of Summit2’s marketing, branding and communication strategy for CBBC Career College and Willis College. Reporting directly to the Chief Operating Officer and as a member of the senior leadership team, the Vice President serves as the lead communication counselor and marketing officer.

The Vice President plans and directs marketing and communication activities in alignment with and in support of Summit2’s mission, vision, and goals to drive revenue and advance the reputations and overall brands of CBBC Career College and Willis College. Under the direction of the Vice President, marketing and communication initiatives will include lead generation, brand awareness and ad campaigns, budgeting, media relations, college publications, interactive and digital marketing, social media, collateral and implementation of market research and market segmentation strategies. In addition, the Vice President serves as a principal media liaison and is both the college spokesperson and co-strategist to the CEO and COO in their role as the chief representatives for the colleges.

As the college’s marketing, communication and brand management leader, the Vice President is responsible for managing all the college’s marketing, public relations and communication functions. The Vice President directs all marketing and communication strategies for external constituencies, internal communication strategies that support a cohesive and well-informed college community and manages all communication aspects of crisis and issues management.


  • Provide vision and leadership for the college’s integrated marketing and communication operations.
  • Conduct student research to uncover buyer personas and how to integrate them into the student journey.
  • Develop and articulate distinct, cohesive brand identities for CBBC Career College and Willis College, ensuring clear and consistent messaging and experience in every interaction with each brand.
  • Develop a comprehensive and proactive college-wide marketing, branding and communication strategy that supports the strategic goals, plans and aspirations of the colleges.
  • Drive admissions leads for each campus while increasing quality and decreasing cost per lead.
  • Drive revenue in each of the college’s core programs for in-person and online delivery.
  • Create marketing, communication and branding strategies that maximize demand for the college’s programs.
  • Set strategy for marketing, communication, advertising, and promotions to ensure that all messages emanating from the colleges are accurate, consistent, and present a coherent image of the colleges and their interests.
  • Partner with other departments to generate innovative ideas and solutions that engage prospective students, current students, alumni and employers.
  • Lead a diverse team of senior marketing professionals. Provide mentorship to staff, both in terms of departmental strategy and professional development.
  • Cultivate strong working relationships with staff, faculty, employers, and students across the colleges.
  • Articulate the value proposition of each college and effectively market their stories to its internal and external audiences.
  • Lead media relations outreach and oversee the college’s media relations strategy. Foster effective and collaborative relationships with the media. Create and leverage opportunities to drive public relations strategies and tactics. Lead crisis and issues management planning and rapid response messaging to deal with critical events as they arise. Provide strategic counsel on reputation and issues management to senior leadership.
  • Analyze customer data to derive actionable insights and recommendations for enhancing business strategies.
  • Create new data collection points to assist with efficiencies and identify and close gaps.
  • Advise leadership on data-driven decision-making, providing insights upon request of leadership, and proactively find efficiencies within data collection.

Communicate data efficiencies and changes with the broader departments who will benefit.

  • Collaborate with the marketing team to develop the marketing budget, ensuring efficient allocation of resources to achieve strategic goals.
  • Oversee market research initiatives to understand market trends, competitive landscape, and student needs.

Engage with community leaders and industry partners to build strong relationships and advocate for the college’s mission and goals.


  • Appreciation for and understanding of career education and employment-focused outcomes for students.
  • Demonstrated ability to think creatively and innovatively, willing to explore new ideas and push boundaries, even within a highly regulated industry, with a readiness to embrace challenges and learn from failures.
  • Demonstrated versatility in writing for all media platforms.
  • The ability to articulate the executive team’s vision effectively and eloquently to diverse audiences.
  • Experience in encouraging executive teams to support marketing initiatives without interference to maintain alignment with our broader organizational goals.
  • Superb oral communication skills and exceptional attention to detail.
  • Experience in planning, writing, editing and production of video, press releases, marketing literature, and other print publications. Demonstrated versatility in writing for all media platforms.
  • Successful track record of developing and implementing multi-faceted marketing and communication strategies in a complex, fast-paced environment.
  • Proven success at developing and implementing online and social media strategies to enhance visibility, engagement, and loyalty.
  • Strong leadership skills and a proven track record of developing and executing comprehensive communication strategies and plans, advising leadership, and responding to media inquiries as a company spokesperson.
  • Proven track record of effective media relations, along with the ability to efficiently develop media relations strategies and crisis communications to quickly respond to changing circumstances.
  • Collegial and collaborative management style that builds bridges and consensus among individuals and units across the colleges.
  • Proven leadership mentoring an experienced marketing and communication team.
  • Presence and confidence to project credibility to the media and other strategic stakeholders.
  • Bachelor’s degree in a related field required. Master’s Degree in an area appropriate to the responsibilities of the position preferred.
  • Minimum of ten years of relevant experience required
  • Executive level experience in higher education preferred.

Location: Remote, or hybrid if the candidate lives close to one of our campuses.

Job Type: Full-time

Pay: $120,000.00-$140,000.00 per year


  • Commuter benefits
  • Company events
  • Dental care
  • Disability insurance
  • Employee assistance program
  • Extended health care
  • Flexible schedule
  • Life insurance
  • On-site parking
  • Paid time off
  • Vision care
  • Work from home
Job Category: Management
Job Type: Full Time
Job Location: Remote

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I highly recommend CBBC Career College to anyone interested in pursuing what they have to offer. They have gone far to support all the students in my class in pursuing their goals. I have been very satisfied with my experience at the college.
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