Position:Director, Creative & ContentReports to:Chief Marketing OfficerPosition Term:Full Time PermanentPrimary Location:Mississauga, Ontario, CanadaWorkplace Type:HybridJob PurposeThe Director, Creative & Content is World Vision Canada's senior creative leader, setting the creative standard for how the World Vision Brand is expressed across channels and market facing activities. This is a creative role that shapes the ideas, words and content that build familiarity with Canadians and help more of them choose to join us in our work.
Reporting to the Chief Marketing Officer, the role leads creative direction, copy, content and campaign strategy, organic social and creative operations, and works closely with the CMO and in partnership with Public Affairs and Voice to develop the brand platform and messaging. This person is primarily responsible for setting the creative guardrails and sandbox that teams across the organization work within, and is hands-on with the biggest and most important work.
The role builds a lean, AI-forward internal creative capability that combines in-house talent and freelancers, and leverages strategic external agencies when needed.
Responsibilities1. Creative direction & quality- Set and uphold the creative standard for World Vision Canada across audiences, channels and ministry functions.
- Hold final creative say on brand fit and creative work across the organization, within agreed guardrails, without becoming a bottleneck for everyday work.
- Define the creative guardrails and sandbox other teams create within, and help them put it into practice through tools, examples and coaching.
- Lead the big ideas and creative platforms for priority campaigns and moments, personally shaping the work that matters most.
- Develop the brand standards and rapid-response infrastructure for creative executions in times of emergency in collaboration with Strategic Communications and Product.
- Partner with Product and Growth so creative works across the full funnel, from brand building to conversion, and is tested and optimized.
2. Copy, messaging & brand platform - Serve as lead creative, personally working on high-profile work and setting the brand's style and tone.
- Partner closely with the CMO, who owns the brand platform and brand messaging, to develop and evolve them, acting as Brand's primary creative lead in that work.
- Work upstream with Public Affairs & Voice to keep World Vision Canada's narrative cohesive and ensure campaigns and related creative reinforce the brands convictions and adhere to the messaging guardrails.
- Translate the brand platform into practical guidance, templates and examples that every staff member can use.
3. Content strategy & organic social - Own the external facing brand content strategy that collaborates with and supports content needs within Growth and Product divisions.
- Lead organic social as a core expression of the brand, building community and an always-on presence.
- Partner with Product Experience to help define the stories and content needed from the field in partnership with Programs, upholding safeguarding, dignity and consent.
- Ensure content plans align with the integrated Brand Calendar.
- Provide creative leadership to brand and campaign planning, co-developing briefs and integrated campaign approaches.
4. Building the internal creative capability - Build and lead a lean, AI-forward internal creative capability of staff and freelancers.
- Partner with external agencies when necessary including the briefing, judging and managing of them where they add the most value.
- Lead how creatives and content producers across teams work to a common creative standard and partner with Product Design on the design system.
5. AI-forward creative workflow - Design and lead a creative and content workflow with AI built in, from concepting and copy to versioning, adaptation and production in accordance with the World Vision Canada AI policy.
- Rebuild the creative capacity model around AI so makers can focus on ideas and craft.
- Partner with Operations and technology teams on AI tools, training and responsible use, and develop brand-specific AI guidance.
6. Operations, budget & performance - Manage the creative and content budget, including agency and freelance spend, in partnership with the Director, Operations.
- Through Creative Solutions & Operations, identify and capture content needs across teams from the field and ensure visibility into who is making what, team capacity and a shared content library.
- Use creative testing, brand tracking and performance data to improve the work.
7. Leadership - Lead and develop the Organic Social Content and Creative Solutions leads and their teams.
- Build a culture of creative ambition, collaboration, experimentation and continuous improvement.
- Coach and influence leaders across the organization on creative and brand.
QualificationsEducation / Experience / Knowledge - 10+ years in creative, copywriting or content leadership, including at least 3 years leading creative teams (in-house, agency, editorial or publishing).
- A creative with a portfolio of work that built a brand's voice and ideas, not just executions.
- Experience leading always-on content as well as major campaign moments across TV, digital, social and out-of-home.
- Experience building or scaling an in-house creative team and managing agencies and freelancers.
- Experience using creative testing, brand tracking and performance data to improve work.
- Non-profit or international development experience an asset.
- AI-fluent: uses AI in their own creative process and has changed how a team works with it.
- French, Mandarin or Cantonese an asset.
- Copywriting skills and experience an asset.
- Digital first, mobile first mindset and experience, ideally working with a Product and Growth team previously.
Critical Skills - Conceptual thinking; generates ideas, not only reviews them.
- Strong creative judgment across copy, design, video and photography, with the ability to direct visual craft.
- AI-fluent: uses AI in their own creative process and has changed how a team works with it.
- Strategic thinker who connects creative to audience insight and organizational outcomes.
- Leads through influence across teams and functions they don't manage.
- Practical operational sense: scoping, prioritizing, resourcing and delivering at pace.
- Commitment to ethical storytelling and to the dignity and safeguarding of children and communities.
- Our competitive compensation & benefits include:
- Health Spending Account
- Up to 6% matched pension contributions
- Parental leave top-up
- Generous paid vacation, sick days, wellness and personal days
- Office closed extra days before long weekends (6x/year)
This is a current vacancy that we are actively recruiting for. The salary range represents the expected compensation for this role and is provided in accordance with Ontario's pay transparency requirements under the Employment Standards Act.
Placement within the range will be determined based on relevant skills, experience, qualifications, and internal equity. The final offer will reflect the successful candidate's background and demonstrated capabilities.
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