Director, Brand & Community Engagement


Reporting to the Vice President, Marketing & Communication the Director, Brand & Community Engagement is responsible for bringing the Hockey Canada brand to life for our stakeholders across all channels.  The Director is a leader in developing, driving and executing the brand strategy to capitalize on emerging opportunities aligned with strategic objectives.  The Director will ensure the holistic integration of brand priorities in campaigns as part of the brand strategy.  Through active collaboration with the Marketing & Communications Team, the Director sets priorities, initiates and develops internal and external activation plans and campaigns and ensures effective execution across an integrated Marketing & Communications platform.  In the end, drive a market leading brand plan that resonates with Hockey Canada, it’s membership, corporate partners and all Canadians.


  • Develop, manage and execute the brand strategy and market activations aligned with the strategic plan in order to optimize Hockey Canada’s profile and growth objectives
  • Collaborate with Hockey Canada leaders on the development and management of an integrated strategy and annual plan that includes and incorporates all core accountabilities
  • Collaborate with Members on national brand programs and brand strategy
  • Develop and gain alignment on annual brand marketing plan including objectives and MO’s 
  • Attract, develop and motivate team members to effectively execute the brand plan to achieve Hockey Canada’s growth objectives
  • Lead Marketing department in development of integrated strategic and tactical brand marketing plans (annual/quarterly/monthly) to support the brand as well as organizational requirements
  • Lead Marketing department in developing content strategies to build emotional connection through storytelling to drive participation in hockey
  • Oversee content calendar and work with production, social/digital and communications teams on execution of content planning to be deployed across all touch points
  • Leverage a digital first, data driven strategic mindset to inform the development of the brand execution
  • Research efforts inclusive of consumer insights, consumer segmentation, competitive intelligence, industry trends and developments
  • Oversee the budget and key performance indicators/scorecard to ensure an efficient spend and return on investment for all brand investments
  • Work collaboratively with Hockey Canada departments and Member Branches to:
    - support their understanding and alignment with Hockey Canada’s brand strategy
    - develop integrated on-brand marketing strategies and tactical plans to support the organizations strategic and business needs
    - be an active and empowering leader focused on execution of the plan
  • Collaborate with media and distribution partners, TSN / RDS, Bell Media, Telus Communications and others to maximize content distribution and optimize paid advertising campaigns
  • Develop and lead transition plans to integrate and align acquisitions and engage partners with Hockey Canada’s brand in order to build awareness and market share around new capabilities and services
  • Manage responsibilities and provide leadership to direct reports, the Marketing department and the organization in brand marketing
  • Oversee all media planning and buying working with external agencies to build and execute marketing campaigns
  • Support the VP Mark/Comm and VP Operations in overseeing the assessment and selection of external agencies or vendors required to support the implementation and activation of the brand strategy (e.g., strategy, creative, production partners, etc) to ensure best-in-class work that meets Hockey Canada’s strategic objectives
  • Keep up with and understand industry best practices and emerging strategies that will keep brand marketing up to date and ensure the business has a competitive edge in brand awareness, member acquisition, and retention
  • Research and network to remain current with industry best practices, new platforms and technologies


  • Post Secondary education in Marketing
  • 10 years experience with a progressive career in marketing, brand management and execution
  • Experience in developing and implementing creative and innovative marketing strategies and related brand campaigns 
  • Strategic thinker with experience managing agencies and a marketing team from the conceptualization of a strategy to its close, including impacting change management/strategy development and execution across a complex organization
  • Experience using research, analytics and data to drive insights that lead to business actions and outcomes
  • Entrepreneurial mindset with the ability to spot original branding opportunities
  • Strong influencer, skillful collaborator and leader among peers
  • Proven experience in successfully managing complex organizational structures and relationships
  • Exceptional change management skills to engage diverse stakeholders/members/teams
  • Ability to exceed internal and external stakeholder expectations through timely, effective and service oriented communication
  • Proactive self-starter, strong individual who can think critically and challenge status quo
  • Ability to lead a high-functioning team in a fast-paced work environment
  • Proven track-record of developing and delivering integrated, multi-channel marketing
  • Shares our passion for growing the game and engaging with the grassroots of the game
  • Proficiency with a CRM an asset
  • A proven aptitude for initiative, innovation and digital prowess
  • Excellent interpersonal skills; promotes cooperation and commitment within a team to achieve goals
  • Ability to work staggered hours, evenings and weekends as necessary
  • Travel requirements are moderate with an expectation of up to 35 days per year

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