Direct Marketing Officer

In this position, the Direct Marketing Officer (DMO) will execute strategic initiatives required to achieve fundraising targets. The DMO will implement a disciplined project management approach to programs for direct response vehicles with one goal - to grow revenue to save and transform lives. Assisting with the development and execution of the annual direct marketing plan, the DMO leads their program area in all tactical areas of donor acquisition, conversion, upgrade and retention with innovative creative while ensuring messaging fits within the Sunnybrook Foundation's overall marketing and communications strategy.


Key Responsibilities:

  • Under the guidance of the Manager, Direct Marketing, plan and implement key direct marketing campaigns, to increase net income by recruiting and developing donors through proactive and planned channels and propositions, ensuring that the messages are on brand
  • Understand the Sunnybrook brand, the strategic direction of the foundation and hospital priorities
  • Leads the creative process for acquisition, stewardship and retention, initiatives including identifying key messages, securing required approvals, meeting campaign deadlines and goals
  • Reviews campaign assets with Donor Relations during development and provide full campaign briefing on objectives, strategies and tactics prior to going to market
  • Manages external partners and vendors from concept development to completion of projects to timelines and budget
  • Builds direct marketing program test designs ensuring that test size and timing of test execution supports a robust test-and-learn methodology 
  • Develops data driven donor retention strategies, implement and analyse impact
  • Monitors and evaluates the performance of programs and campaigns to ensure that goals are delivered per the plan
  • Responsible for reporting of revenue, expense and donor acquisition and retention targets
  • Works closely with members of other departments to identify opportunities for alignment and integration of business goals and strategies
  • Attends donor events as necessary
  • Perform other duties as assigned or requested


Skills and Abilities Required:


  • Experience marketing direct to consumer in either for profit or not-for-profit
  • Strong project management skills and proven ability to set priorities, meet deadlines with minimal supervision in a fast paced environment
  • Experience planning, writing, editing, coordination and implementing a variety of complex direct marketing initiatives that support business goals
  • Strong strategic planning and critical thinking skills
  • Significant data-driven direct marketing experience within a large complex organization
  • Ideal candidate is action-oriented and has experience in developing a test-and-learn approach
    • Good decision-making skills, demonstrate a positive attitude, willingness to search out answers, troubleshoot and problem solve independently using sound judgment and ability to recognize when others need to be involved in activities or decisions
    • Strong interpersonal skills with the ability to build relationships; demonstrable success working effectively on cross-functional teams
    • Excellent writing and communication skills


Job Requirements:


  • Bachelor’s degree in a related field (preferably Marketing) or equivalent combination of education and related experience
  • Minimum five years’ experience in the development and implementation of targeted multi-channel direct marketing campaigns (specifically direct mail, telemarketing, email and other digital channels) designed to acquire/retain/upgrade donors
  • Working knowledge of Raiser’s Edge.
  • Proficiency with Microsoft office suite (Excel, Word, PowerPoint)
  • Hands on experience with data base management, mining and hygiene an asset

Sunnybrook Foundation is committed to providing accessible employment practices that are in compliance with the Accessibility for Ontarians with Disabilities Act (`AODA’). If you require accommodations for disability during any stage of the recruitment process, please indicate this in your cover letter.