The Vice President Brand, Communications and Engagement

Vice President Brand, Communications and Engagement

Mississauga, ON, Canada Req #509


Are you looking for more than a job? At World Vision Canada we offer challenging careers that change the lives of children all over the world and it will change yours too. Come and be part of a team of over 500 Canadians with a vision for the world: Life in all its fullness for every child.

You will experience Christian faith in action helping to make real and lasting change in the lives of the world’s most vulnerable children. Join the World Vision Canada team and be part of a powerful and effective force for good:

For Children. For Change. For Life.

The Vice President Brand, Communications and Engagement provides leadership and strategic direction in the development, management, and execution of the organization’s brand vision, communications strategy, and public engagement efforts to ensure we deeply resonate with and engage with our target audiences. This position plays a critical role in delivering the organization's overall strategic objectives by ensuring that we lead with a brand strategy built upon data insights and customer segmentation, that permeates all aspects of the organization and supporter/donor journeys. The incumbent will cast vision, be intensely creative, “push the limits”, design strategy, be decisive yet planful, dissect complex workflow processes, drive cross-functional adoption and commitment, leverage data, and deliver performance via a combination of loving brand, loving our mission, and loving people. The drive is to set a high performance standard and create an environment where team members are able to offer their best to our mission and to each other. This role is the change agent that re-engineers the brand and makes it the “oxygen” of the organization to ensure it permeates all we do and how we do it - ultimately igniting the hearts and minds of Canadians!


Job Description

Brand Strategy and Management

•Create and deploy a comprehensive multi-year brand strategy (and oversee creation of corresponding in-year action plans) that is aligned with the organization’s emerging aspiration, the partnership strategy, and our promise to children and donors, ensuring it supports World Vision Canadas (WVC) strategic plan and meets the organizations financial and non-financial objectives
•Identify issue areas that we want to be known for and collaboratively build strategies that enable us to differentiate ourselves and inspire target audiences to support us
•Develop a meticulous annual brand plan that supports the achievement of the brand strategy and delivers a distinct and differentiated brand position that successfully resonates with Canadians
•Identify sponsorship opportunities that support brand positioning, negotiate terms of the sponsorship, and develop specific campaigns with sponsored partners
•Oversee detailed tracking and management of internal and external marketing assets & budgets while integrating external budgets with internal assets for best use of all marketing resources
•Lead the delivery of advertising and organization KPIs (brand, media, communications, engagement, etc), and maximize spend effectiveness
•Manage and monitor the brand to build and strengthen brand equity
•Leverage research and analytics to monitor and analyze competitive landscape and brand positioning and strategy of competitors
•Ensure organizational alignment, adherence, and execution of the brand strategy, brand plan, and
brand promise both internally and externally
•Provide brand expertise and consultation to internal partners
•Connect insights to organizational performance by demonstrating where there are opportunities in the market as it pertains to our brand and supporter experience

Communications Strategy, Planning, and Delivery

•Lead a multi-disciplinary team of professionals who are driven to tell powerful and compelling stories, engage with the public, and ignite the hearts and minds of Canadians
•Drive a holistic view of communications strategy and provide oversight in collaboration with other stakeholders of our paid, owned, shared and earned channels and embed an optimal mix between the four to deliver organizational objectives in most economical way
•Work with strategic partners in the development and management of a proactive, aligned, intentional integrated communications plan (collaborating and contributing to global plans)
•Partner with Digital and the Customer Experience teams to ensure effective engagement and brand growth that properly leverage customer data and marketing technology
•Partner with Programs and Policy teams to provide strategic counsel and appropriate resources to support influence and programmatic initiatives
•Maximize spend effectiveness for all creative and advertising activities, ensuring an optimal mix to deliver objectives with stewardship as a guiding principle
•Bring depth of understanding and best practices to leverage search and social platforms
•Ensure messaging and content is accurate and consistent with both World Vision Canada strategy and marketing positioning (press releases, presentations, interviews, executive presentations, annual report, customer support centre etc.)
•Oversee internal and external corporate communications across the organization, including co-worker engagement, news and information sharing, crisis communication, community relations and corporate reputation management
•Oversee corporate communications and public relations, including messages around vision, mission, value proposition, segment, solution, brand, corporate strategy and performance

Connecting Insights to Organizational Performance

•Analyze and integrate supporter data from multiple sources to create a comprehensive view of our brand in order to identify gaps and solutions
•Identify the causes and effects that connect to specific supporter impact and share that knowledge cross functionally to ensure all elements of operations are brand aligned and consistently delivering on our brand promise

Public Engagement

•Oversee the strategy to engage external stakeholders and supporters to contribute to achievement of the World Vision Canada strategic plan
•Create cost effective, high ROI approaches to building awareness and engagement with the Canadian public for the purposes of demonstrating impact, creating influence, and generating income
•In support of the marketing strategy, provide strategic leadership to public engagement activities on priority child well being themes in coordination with Programs and Policy and Marketing teams
•Provide strategic direction and oversight to enhance the our volunteer engagement program and the celebrity ambassador programs to drive highest ROI and maximize benefit for the organization in new ways
•Build strong relationships and strategic, relevant partnerships to collaborate, co-create and do more with less with a focus on maximum impact

Culture Champion and People Development

•Embody the traits of a servant leader inclusive of the pursuit of excellence in all we do
•Ensure clarity, focus, and alignment for teams to operate with high performance
•Attract, lead, coach, motivate and retain a team, enabling them to work across all clients and internal groups while providing opportunities for personal growth and development
•Set goals, plan deliverables and ensure internal client satisfaction by developing and implementing organizational capabilities and a model for how the team works with partners
•Take an active talent management approach to onboard, mentor and inspire
•Regularly communicate aspects of culture and values by being visible and active in the wider organization
•Identify areas of culture to be improved and celebrate and nurture the development of trust, openness, innovation and agility. Serve as an example to all employees of World Vision values, mindsets and behaviors
•Engage a team through the principles of empowerment and with a focus on building strong cross functional relationships
•Effectively manage the budget and operational targets


•Post-secondary degree in a relevant field such as communications or marketing
•Previous experience in two or more of: brand, creative, communications, engagement, advocacy, and/or related marketing roles with leadership experience in one or more of these areas
•Experience developing and executing successful omni-channel marketing and communications strategies
•Experience building new brands or evolving existing brands
•Previous experience providing leadership to senior professionals
•Knowledge of international development and/or the Canadian charitable sector is valued
•We will consider different combinations of education and experience
•Excellent writing and editing skills; experience communicating complex matters with large, diverse audiences
•Experience in creating and implementing public engagement campaigns or projects that have had measurable results
•Strong leadership, collaboration and negotiation skills
•Emotional intelligence
•Strong critical thinking, influencing and analytical skills
•Experience operating in a matrix organization
•Well-developed presentation ability
•Experience in servant leadership, and an interest in the Christian spiritual formation of staff.
•Passion for our mission; an unyielding commitment to our vision – “Life in all its fullness for every child.”


We bring life-saving support in times of disaster. We help poor communities to take charge of their futures. We provide small loans and training that boost family livelihoods. We work with policy makers to change the way the world is run. Our Christian faith teaches us that every child, regardless of gender, faith or race, is a precious gift to the entire world - and that their wellbeing concerns us all. We shall never rest while children suffer in situations that can be changed.


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