Big Brothers Big Sisters of Canada (BBBSC) is seeking a talented Communications and Marketing leader to join our team. The National Senior Director, Communications and Marketing will lead the development and alignment of federation-wide communication, marketing and public relations strategies and plans to increase BBBS brand awareness, relevancy and impact.
With a strong focus on outcomes, the National Senior Director will build engagement and collaboration cross-functionally and with member agencies, ensuring a consistent, brand-based approach and driving messaging for BBBSC’s transformation. The future is bright, and the timing is critical for a forward-thinking and proactive communications expert to bring BBBSC’s communications to another level, championing best practices for strategic communication and marketing initiatives across the federation. The new incumbent will extend the capacity of the National communications, marketing and public relations team, not only by expanding resources but also through creating and implementing structures and systems.
Reporting to the Vice President, Strategy and Operations, the National Senior Director, Communications and Marketing will be an important contributor to BBBSC’s culture, driven by inclusivity, collaboration, and our strategic framework. Working closely with the Board’s Strategy & Vision Committee and its Communications Sub-Committee, the new National Senior Director will provide support to senior leaders, grow board-to-board relationships, and advance strategic priorities in regard to holistic, public-facing strategies, brand management, Pan-Canadian initiatives and targeted internal and external communications to create value and to demonstrate BBBSC’s mission and impact to Canadians.
ABOUT BIG BROTHERS BIG SISTERS
Many children and youth in Canada struggle with societal barriers and face adversities in their lives like detrimental living conditions, family violence, risk factors for mental health, school issues and identity challenges. These circumstances have nothing to do with the value of who they are or who they can become, but because of these situations, children and youth risk not having the opportunity to live up to their full potential. Even worse is the possibility of continuing cycles of poverty and crime or developing mental health issues. This comes at a cost to the young person, and society.
With the guidance and support of a mentor, these risks can be reduced or even avoided, and youth are reminded they can be anything they dream of being. This is the work of Big Brothers Big Sisters of Canada: igniting the power and potential of young people.
For over 100 years, Big Brothers Big Sisters have been matching mentors and mentees in 1-to-1 and group mentoring programs through a network of 102 member agencies in 1,100 communities across Canada. Every year, together with more than 21,000 volunteer mentors who log almost 2 million volunteer hours, we support 42,000 youth to realize their full potential.
The new National Senior Director will have demonstrated success in developing and implementing strategic marketing and communications strategies, plans, projects, and initiatives. With an impressive track record of increasing brand awareness and revenue while working within budget constraints, the successful candidate will be results- and solutions-oriented, but also entrepreneurial with a “think-outside-of-the-box” mindset.
Responsible for driving BBBSC’s brand management as well as the day-to-day leadership of the holistic executive communications strategy, the ideal candidate will diplomatically and expertly direct overall internal and external communication efforts through the National Office, helping to achieve strategic and operating goals and priorities.
An exceptional and savvy communicator, the new incumbent will apply modern communications and marketing techniques and tools, to develop a brand voice that will resonate with target demographics and across diverse groups, while remaining consistent across traditional, digital and social media platforms. The new National Senior Director will also have extensive experience developing, executing, and tracking the performance of integrated marketing, communication, and public relations strategies, and will apply rigorous processes and frameworks to ensure accountability.
The ideal candidate will be strategic and courageous, with proven leadership skills and the ability to build high performing and empowered teams. With tact, kindness and transparency, the new National Senior Director will synthesize complex ideas and information into clear and actionable messaging, creating buy-in amongst diverse stakeholders. A connector, collaborator and influencer, the National Senior Director will inspire trust and confidence within the National Office and the pan-Canadian federation, mobilizing knowledge and developing strong and effective internal and external relationships.
An inclusive and empathetic leader, the successful candidate will also be an agile and innovative team player who will thrive in a fast-paced, quickly evolving environment.
ABOUT THE ROLE
Strategic Communications and Marketing
- Lead the development and alignment of federation-wide communication, marketing and public relations strategies and plans to increase BBBSC brand awareness, mission impact and relevancy
- Develop and execute public-facing strategies and plans including branding, social media and digital
- Provide strategic oversight and advice to ensure the organization’s communications are aligned with strategic direction and priorities
- Develop strategic messaging to support internal and external communications
- Update and ensure alignment with BBBSC brand standards and guidelines to maintain the integrity of BBBSC’s visual identity
- Support development and execution of Fund Development team’s business/marketing plans through all facets of marketing and communications strategies, and provide functional expertise and leadership for brand management/best practices as it relates to fundraising
- Advise on emerging trends, legislation, policies and issues that may impact BBBSC’s brand or strategic priorities; Help lead the crisis communication team as required
- Keep abreast of best practices to provide strategic advice and guidance related to the continuous improvement of BBBSC’s communications and marketing strategy, tools or practice
Public Relations and Representation
- Lead and/or support senior leaders with media and public relations activities including writing and pitching editorial content to external sources to promote BBBSC and its mission, vision and impact
- Write news releases, backgrounders and other materials for major announcements
- Work with Vice President, Strategy and Operations to support government relations efforts
- Build and sustain effective relationships with stakeholders including government, agency membership / employees, partners, donors, sponsors, volunteers and other stakeholders
- Organize and run news conferences and other media events, working with senior leaders, guests and government officials
- Develop and manage key contacts and relationships across the federation and the sector
- Represent and act as spokesperson for BBBSC in public forums as required
Leadership and Teamwork
- Manage one direct report and expected to further build/grow the internal communications and marketing team to a team of 4 direct reports by analyzing and addressing ongoing resource requirements
- Support, mentor, and motivate marketing and communications staff, ensuring development and training opportunities and setting and delivering effective goals and performance objectives
- Develop benchmarks, metrics, and tracking mechanisms for evaluation and reporting on diverse communications / marketing strategies and campaigns
- Reflect BBBSC values and build trust and transparency as a community builder, persuasively bringing BBBSC staff, federation leaders and key stakeholders together to help meet BBBSC’s strategic goals and to ensure strategic alignment throughout the federation
- Help lead or participate in strategic committees, projects or initiatives
- Embed an equity, diversity and inclusion lens into the culture and practices within the team
Experience and Qualifications
- Approximately 10 years of progressive leadership experience in communications and/or marketing roles
- Highly experienced in building high performing and empowered teams
- Superb mastery of the English language and writing, as well as finely honed communication, influencing and negotiating skills, and public speaking before large audiences
- French language abilities are preferred and will be considered an asset
- Experience working in a national or global organization is preferred
- Direct experience working with a child- and youth-service organization will be considered an asset; experience working in a non-profit, revenue-driven organization or in social and/or cause marketing would also be relevant
- Strong project management and organizational skills
- Proficient in the use of Microsoft Suite applications and website platform
- Willingness to travel occasionally within Canada
HOW TO APPLY
equity. We strongly encourage members of Indigenous, ethno-racial, LGBTQ+, Francophone, immigrant, refugee, differently-abled and other equity-seeking groups to apply and self-identify. Language abilities, especially bilingualism (English and French) are considered a definite asset.
Please send a cover letter, resume, and salary expectations to Lovejeet Chohan, National Manager, Talent & Culture. The posting will be live until the position is filled or a candidate has been identified.