Vice President, Brand Strategy & Marketing


As one of Canada’s pre-eminent patient care, research and academic health science centres, Sinai Health System (“SHS”) has a well-earned reputation for excellence in the community, across Canada and internationally. It is comprised of Mount Sinai Hospital, Joseph & Wolf Lebovic Health Complex, Bridgepoint Active Healthcare, Circle of Care and the Lunenfeld-Tanenbaum Research Institute –See what care can do. These organizations have come together to combine acute care, rehabilitation and complex care, home care, and other community-based services, fueled by world-class research.

Sinai Health Foundation (“SHF”/“the Foundation”) raises and stewards funds to support patient care, world-leading research and innovative education at SHS, developing collaborative, long-term relationships across the community. The generous support of the community fuels everything SHS does from seamless care to scientific discovery. SHF provides funding essential for hospital equipment, program innovation, patient and healthcare professional education, capital additions and improvements, and research, improving the quality of life for patients, and advancing medical sciences globally.


Reporting to the SHF CEO, the Vice President, Brand Strategy & Marketing (“VP, Brand Strategy & Marketing”) will lead a team of 14 and be the principal guardian and champion of executing on the campaign to brand Sinai Health. The VP, Brand Strategy & Marketing will be responsible for implementing the Sinai Health brand to the donor and for broad public marketing to ensure it is well understood and that it maximizes philanthropic revenue in support of Sinai Health, leading to a major fundraising campaign launch planned for 2023. The VP, Brand Strategy & Marketing will use the communications channels of brand advertising; hospital and program marketing; earned media; campaign materials; communications to donor, volunteer and public stakeholders of SHF; and event marketing. Marketing includes all tactics and platforms. The VP, Brand Strategy & Marketing should have deep experience in marketing in digital and social media.

The VP, Brand Strategy & Marketing will have experience in building and using important assets that have major potential to expand across Canada. The VP, Brand Strategy & Marketing will have had success in building awareness that translates into growing the donor base, building from awareness of the brand to conversion to donors in support of Sinai Health.  The brand campaign is a key component of our Retail strategy – an effort to diversify and broaden the base of philanthropic support for SHF.

The VP, Brand Strategy & Marketing will work with SHF teams in philanthropy and donor communications, program and event marketing to support their requirements and ensure success of their initiatives. The VP, Brand Strategy & Marketing will be an active and important member of the Executive Team, working with the CEO to maximize impact and efficiencies.

The VP, Brand Strategy & Marketing will also work collaboratively with the Sinai Health’s Vice-President Corporate Communications and develop strong relationships with other key leadership at Sinai Health to ensure complete alignment and integrated advancement of the Sinai Health brand and brand voice.

The VP, Brand Strategy & Marketing will support and provide leadership to a board committee, the Brand Strategy Council.  This Council is comprised of industry experts that provide advice and guidance on our brand implementation. 

SHF is in its third year of a five-year strategic plan, “Honouring the Past, Powering the Future” and in the planning stages of a significant campaign in recognition of the 100-year anniversary of the institution which takes place in 2023. SHF is looking for an industry leader to bring motivation and know-how to meet and exceed branding and marketing goals.


The ideal candidate will bring the following competencies and experiences:

  • Ten years progressive work experience in brand strategy, marketing and communications, with fundraising/non-profit experience preferred.
  • Proven and demonstrated success in leveraging brand, communications, events and marketing to achieve results.
  • Knowledge of/or experience with brand strategy and marketing and brand strategy research and its application to drive business strategy.
  • A proven ability to effectively manage large budgets and significant key performance indicators that drive the mission of the organization.
  • Experience working with and/or exposure to brand strategy and marketing agencies.
  • Excellent organizational, interpersonal, communication, conflict management, change management and analytical skills.
  • Creative and thoughtful about how new media technologies can be utilized.
  • An innovative thinker, with a track record for translating strategic thinking into action plans and output.
  • Experience building, mentoring and coaching a strong team of brand strategy, marketing, and communications specialists.
  • Superior management skills; ability to influence and engage direct and indirect reports and peers.
  • Stature, gravitas, and confidence to gain the credibility and respect of a high-performing Board of Directors.
  • Passion for the SHF mission and alignment with the culture and values of the organization.


“People are excited to come to work every day at SHF. As a world-class institution, we have a unique and rich personality. We are driven to make a positive impact for patients, their families and society.

We love the clash of ideas that lead to better solutions. Challenging the status quo is encouraged. Collaboration will allow us to push forward.

We recognize that the pace of change continues to accelerate and understand flexibility is vital. We take our work seriously and have a lot of fun doing it! Laughter echoes throughout our organization.

We embrace and celebrate differences. We look for diversity and inclusion when we hire top talent. We have great respect for our strengths, perspectives, opinions and lifestyles.

We have high expectations of each other, but even higher expectations of ourselves. We are not hampered by rules and processes, we trust in each other.

We do all that we can do…and then we find a way to do a little bit more. We embody creativity, imagination and a fierce determination to make the world a better place.”

Application Instructions

A detailed position profile is available upon request. Siegel Executive Search Solutions Inc., member of the Executive Search Alliance is advising the Sinai Health Foundation on the basis of an exclusive consulting assignment. Interested applicants may explore this opportunity in confidence by submitting a resume to as soon as possible and not later than August 2, 2021. Please note the position and company name in the subject line. The publication of this advertisement is neither an assurance that an applicant will be hired, nor that the position will be held open for any specific period of time in the event that a suitable candidate for the position is identified at an earlier date.

Sinai Health Foundation is committed to employment equity. Please notify Sinai Health Foundation if you require accommodation at any stage in the recruitment and/or onboarding process.

All policies, forms and agreements will be provided in accessible formats by calling the Accommodation Phone Line at (416) 586-4800 Ext. 7050 or e-mailing

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