Reference ID: 001-CATC-64
Line of Business: Shared Services
Location: Markham, ON (175 Commerce Valley Dr W Suite: 300, Thornhill, ON L3T 7P6)
Position Type: Permanent, Full-Time
Vacancy Status: This Posting is in Replacement for an Existing Vacancy
Hours: 40 Hours Per Week
Compensation: $120,000 - $160,000
ABOUT THE POSITION:Reporting to the Vice President of Strategic Partnerships, the Director of Marketing and Communications is accountable for developing, leading, and executing the overall marketing, branding and communications strategy. The Director will deliver the strategy that includes things such as digital marketing and lead generation, brand consistency & awareness, as well as internal and external communications to support the company's continued growth and stakeholder engagement.
The ideal candidate will have a "roll up the sleeves" attitude. The successful candidate will have proven experience in engaging third-party vendors as needed and managing projects to provide expertise and develop fulsome strategic and business plans that are responsive to current needs and have the capacity to support continued organizational growth. We are looking for someone fluent across both B2C and B2B.
YOUR DUTIES AND RESPONSIBILITIES:Brand Marketing Strategy:- Oversees all brand assets, across all lines of business, and ensures alignment across all internal and external platforms with the goal of increasing market share and promoting growth.
- Leads the development of all external-facing communications and marketing material.
- Works with the Senior Leadership Team (SLT) to identify strategic opportunities to market the CATC brand.
Marketing Strategy:- Works with key members of the SLT to set and execute the marketing strategy and subsequent supporting work plans, including continuous monitoring and results reporting, with the ultimate goal of generating and converting quality leads across all lines of business.
- Builds and runs multi-channel marketing initiatives across both audiences: direct-to-client acquisition (B2C) and referrer, partner, public sector, and employers (B2B)..
- Creates and oversees the development of all marketing materials across traditional (out of home advertising/radio/TV/editorial/print), digital (SEO/SEM/PPC/Website), and social media (LinkedIn, Facebook, Twitter) channels.
- Creates and maintains short and long-term campaign plans (e.g. content calendars), ensuring strategic alignment with overall business objectives.
- Provides logistical and marketing support for relevant conferences and events.
- Ensures leads generated from marketing activities are effectively and efficiently triaged to admissions teams for action leveraging CATC Salesforce CRM platform.
- Implements processes and workflows to enable continuous improvement of marketing initiatives, including ensuring ROI and the attainment of both project-specific and high-level organizational goals.
Project Management:- Creates and carries out detailed project plans, including establishing roles and accountabilities across teams, establishing deliverables, scopes of work, budget and supporting timelines.
- Works cross-functionally across teams to provide project management support as needed.
- Uses project management best practices to ensure the timely delivery of deliverables, adherence to project plans and clearly communicating milestone status with associated action items.
Communications Strategy:- Writes key communication materials including media releases / statements, media pitches, executive speaking notes, website and social media posts etc.
- Develops relationships with media outlets while supporting internal subject matter experts on media interviews.
- Oversees and provides regular media monitoring and develops key insights and analysis of public sentiment on relevant industry emerging issues, and brand optics.
- Works with SLT and Vice President to develop and execute a comprehensive internal communications strategy (includes presentations, meeting material, newsletters, intranet content and emails)
Government Relations Communications:- Works directly with the Vice President and external vendors to develop compelling and persuasive communications to drive public policy change and program development in support of organizational growth.
- Writes and designs issues backgrounders, briefing notes, media pitches, presentations, 1-pagers and other supporting materials to advance the organization's government relations strategy and objectives.
Data Collection and Reporting:- Designs / maintains processes and workflows to collect, analyze and report on comprehensive data related to marketing and communications efforts with the goal of benchmarking and measuring performance to ensure positive ROI.
- Works cross-functionally across teams to build reports, dashboards and other data views for use by various internal vested parties, including the CEO, in tailored ways that support their unique needs (e.g. for Board of Directors updates, internal team updates, etc).
- Prepares executive updates, including data analysis and identifying issues and opportunities to improve the effectiveness and cost effectiveness of marketing initiatives with the goal of achieving organizational objectives.
- Develops and publishes reports that hi-light CATC's community impact to all stakeholders.
Lead Generation and Conversion:- Works cross-functionally with admissions teams to develop sales tools and best practices that convert leads and continually improve return on marketing investment.
- Works with admissions and operations teams to continually improve client journey across business lines, recommending improvements and developing supporting communication tools, all with a focus on consistent brand expression and fostering exceptional client experience.
- Uses CRM, email marketing and marketing automation best practices to foster meaningful relationships with clients and referents with the goal of encouraging loyalty and word-of-mouth referrals.
Leadership and Collaboration:- Acts as an internal brand champion, modelling core values and elevating / supporting others.
- Works closely with the broader organization, ensuring effective use of marketing resources as aligned to the overall marketing strategy.
WHAT YOU'LL NEED TO HAVE:- Bachelor's Degree in Marketing or related field is required;
- 5+ years in progressive B2C and B2B Marketing/Communications roles with at least 3 of those years focusing on digital marketing.
- Previous experience in a marketing, communications and digital leadership role whilst remaining hands-on and executing on the plan.
- Experience setting, managing and presenting budgets, and using tools to present and communicate supporting data (Excel, Google Analytics, data visualization tools, etc) is required.
- Experience collaborating with sales and/or admissions teams to drive conversion.
- Excellent written and verbal communication skills with strong proficiency in writing for a variety of professional and general public audiences.
- Strong project management skillset.
- High degree of understanding of, and proficiency with, digital marketing best practices and KPI's (SEO, PPC, email marketing, CRM, rich media creation, display, remarketing, lead journey, etc).
- Experience creating and executing a marketing strategic plan to deliver against overall business goals.
- Experience developing/refining the organizations' brand and associated communication assets to drive market share and awareness.
- Experience within a healthcare environment would be an asset.
- Successful track record delivering results and meeting goals in a fast-paced environment.
Please visit www.canatc.ca for more information!
