Marketing & Digital Communications Officer

Department:           Marketing & Communications

Reports to:             Director, Marketing & Communications

Job Summary:       The Marketing & Digital Communications Officer is responsible for the planning and delivery of specific projects and campaigns that build awareness and support recruitment activities for educational programs through advertising, trade show, and public and media relations initiatives, as well as social media, website and email campaigns. The desired impact of the position is to grow awareness, membership and increase student registrations of the Institutes’ many products and services. The position works closely with local Institutes and key stakeholder groups.

Duties & Responsibilities

  • Develop and implement specific recruitment, marketing and communication plans for Institute products and services such as the Institute’s designations (CIP/Advanced CIP / FCIP / Risk management / Commercial / MGA) and other products and major initiatives
  • Meet recruitment targets; contribute to reporting
  • Ensure a clear, consistent and compelling message to target markets, stakeholders and the industry
  • Create multi-dimensional communications programs (e.g., info sheets, print and social advertising, direct and digital mail campaigns, digital tools, webinars, video productions, social media initiatives) that support marketing strategies to build awareness and generate new members, and revenue opportunities
  • Provide public relations and media relations support, including media release and testimonial development and agency management; develop and manage annual National Education Month activities
  • Contribute to IIC publications such as The Pace
  • Provide marketing & communications counsel to Programs and Operations teams, as well as regional contacts as needed
  • Act as the MarCom department representative in various working committees across the organization

Industry Outreach

  • Some event management work; attendance at industry meetings, tradeshows and manages contact database of HR professionals

Advertising & Promotion

  • Develop annual advertising plan and budget, planning includes traditional and digital advertising
  • Manage day-to-day relationships with advertising agencies, media buy, promotional items vendors and design consultants
  • Oversee the design and publishing of material ensuring that design meets communication standards and continue to maintain the corporate brand image; digital and print formats are used
  • Manage advertising and contest policies, including approval of ads qualifying for reimbursements

Digital & Social Media

  • Monitor, measure and identify any issues associated with 19 local Twitter accounts, includes analytics reporting
  • Maintain and update national conversation calendar and provide timely content to local managers
  • Create and advise internal stakeholders on content strategy to be share across all content platforms: LinkedIn, Instagram, Facebook, Twitter and YouTube
  • Identify and implement appropriate content for other IIC digital applications such as LinkedIn
  • Coordinate, develop and deliver training for new digital tools for local Institutes and Chapters
    (as required)
  • Manage and advise on SEM campaigns and on other methods of paid outreach
  • Manage and develop content for social media properties such as LinkedIn, Twitter and Facebook
  • Comfortable developing webinar materials
  • Consult various analytics platforms to provide reports on campaigns
    (Sprout Social, Google Analytics is an asset)
  • Maintain department component of IIC Intranet


  • Facilitate and track competitive intelligence on the marketing activities of key competitors
  • Provide recommendations on qualitative positioning research for branding campaign, brief and manage research suppliers
  • Determine research methods of annual Institute member, graduate and CIP Society member surveys, develop research objectives, questionnaire, analyze research results and provide recommendations
  • Provide recommendations on improvements required to enhance marketing effectiveness (e.g., data base enhancements, adding data field, etc.)
  • Monitor and measure impact of marketing efforts, including survey design, implementation and analysis

Skills & Qualifications

  • Proven experience in recruitment, marketing and integrated communications planning and proven experience in execution of plans in higher education or association sector
  • Strong project management skills and multi-tasking capabilities;
  • Proven recruitment experience with emphasis on digital approaches
  • Strong knowledge of and experience in advertising, and email, media relations, social media, print and digital production.  Major focus is on the social and digital side.
  • Excellent written and verbal communications skills
  • Ability to work independently with limited supervision; critical thinking
  • Some people and vendor management experience preferred
  • University or college diploma in related field
  • Specific tools used: LinkedIn/Twitter/Instagram/Facebook/YouTube / Sprout Social/Google Analytics/Microsoft Office Suite/Sitecore/Aptify CRM /BlueHornet email/


  • Bi-lingual (English/French) – nice to have
  • Property & Casualty insurance industry experience

To apply: Qualified candidates, please submit a resume AND cover letter to by April 26, 2021.

The Insurance Institute welcomes and encourages applications from people with disabilities. Accommodations are available upon request for candidates taking part in all aspects of the selection process. We thank you for your interest, however, only those candidates selected for an interview will be contacted.