National Senior Director, Communications and Marketing
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.
This position will preferably be based in the GTA, where BBBSC’s National Office is located and will work in a hybrid model from a home or remote location. There is also flexibility to work from a remote or home office in other locations in Central Canada. From time to time, the National Senior Director, Communications and Marketing will need to travel to support our member agencies across Canada or other BBBSC activities / requirements, when it is safe to do so.
ABOUT BIG BROTHERS BIG SISTERS OF CANADA
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 to 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.
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 for over 100 years. 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.
Each Big Brothers Big Sisters agency provides direct service to children by matching volunteers and youths in quality mentoring relationships.
The national organization provides services and programs to our member agencies to assist them with their work with parents, mentees, and volunteers. Ranging from staff training workshops to our leading Child Safety Program, Big Brothers Big Sisters of Canada works diligently to ensure we have superior quality programming in all parts of the country.
Our BBBSC 2021-2024 strategic framework is being developed with input from our Strategy & Vision Committee, which represents our Member Agencies, National Staff and National Board Members, and with consultation from our NYMAC members, Mentors and Parents/Guardians. This framework builds upon the BBBSC Vision 2020 strategic framework.
Through these collective voices, we understand that key investments are needed in the areas of Engagement, Innovation and Growth, for BBBSC to be future ready, so we can all continue to serve our Canadian youth facing adversities!
Through Engagement, we aim to:
- Increase BBBSC brand relevancy & awareness
- Increase understanding of BBBSC value proposition with Canadian communities
- Maximize fundraising effectiveness and success through collaboration across the network
- Increase leadership capacity across the network
Through Innovation, we aim to:
- Invest significantly in technology so that our agencies can streamline and strengthen aspects of their operations
- Invest in tools that reflect the latest youth development research
- Continue investment towards strengthening and implementing our theory of change
- Seek increased youth engagement in national strategic direction
Through Growth, we aim to:
- Create an enhanced and effective quality assurance program
- Engage Mentors throughout their BBBSC journey as volunteers and alumni
- Build agency capacity for leading conversations around network structure
- Create financial sustainability that enables achievement of the strategic framework
Mentoring relationships change young people’s lives. With training and professional support, Big Brothers Big Sisters mentors form strong positive relationships with their mentees that express care, challenge growth, share power, and expand possibilities.
Changing Two Lives
Mentees and mentors alike benefit from these professionally supported relationships. When you’re there for a young person as they grow up, you learn just as much as they do.
How Do We Do It?
We match young people to positive adult mentors, through individual matches or group programming. Mentorship is a two-way, learning and development partnership where the young person’s needs are placed at the centre.
Because young people’s brains are still developing, mentoring can support that process through back-and-forth interaction like the volley in a good game of ping-pong.
Mentoring is an important way to give youth experience with these essential back-and-forth relationships, developing them into healthy young people better able to deal with and overcome life’s adversities.
Big Brothers Big Sisters enables life-changing mentoring relationships through The Power of Three: The Family, the Organization and the Mentor. Our agency staff are experts at screening, training, and matching a mentor with a mentee to realize their full potential.
Big Brothers Big Sisters of Canada’s national office works in partnership with 100+ accredited agencies across Canada to provide access to quality mentoring programs for diverse populations of children and youth in more than 1,100 communities.
Our facilitator, catalyst, and steward roles include:
- Strategic Planning
- Brand Management
- Quality Assurance/Improvement
- Program Development
- Research and Knowledge Mobilization
- Fund Development
- Marketing and Communications
- Public Policy and Government
- Systems Support
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.
KEY DUTIES AND RESPONSIBILITIES
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
QUALIFICATIONS & KEY COMPETENCIES
- 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
FOR MORE INFORMATION
KCI (Ketchum Canada Inc.) has been retained to conduct this search on behalf of Big Brothers Big Sisters of Canada. For more information about this opportunity, please contact Mona Ip, Senior Consultant or Sylvie Battisti, Vice President KCI Search + Talent by email at BBBSC@kcitalent.com.
All inquiries and applications will be held in strict confidence. Interested candidates should send resume and letter of interest to the email address listed above by October 1, 2021.
To view full Position Brief, please visit: www.kcitalent.com
BBBSC is committed to principles of anti-oppression and employment 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 an asset.
Please note that the salary range for this position is $90,000 - $120,000.
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