SVP, Marketing & Business Operations Toronto Blue Jays

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POSITION: VP, Brand & Digital Marketing

REPORTS TO: SVP, Marketing & Business Operations

DEPARTMENT: Brand & Digital Marketing
COMPANY: Toronto Blue Jays Baseball Club
LOCATION: Rogers Centre (Toronto, ON)

OVERVEIW:  

The VP of Brand & Digital Marketing is responsible for overseeing brand strategy, creative services, digital marketing, social media, and planning of content and advertising on all platforms.  As such, this role will oversee our seasonal marketing and advertising, along with efforts to strengthen the bond and connection with our fans.


RESPONSIBILITIES (including but not limited to):

 

Digital Marketing Strategy and Planning

  • Help define the vision for the organization's marketing department and set long-term goals and aspirations across marketing, advertising, and brand
  • Work collaboratively with Ticketing, Fan Experience & Concessions, Strategy, Corporate Partnerships, Game Entertainment, Promotions and Communications) departments to develop annual targeted marketing campaigns for homestands, ticket products and other revenue generating functions
  • Oversee development of a multichannel marketing roadmap that aligns with business strategies to achieve targeted revenue growth and increased engagement
  • Oversee advertising and planning in collaboration with internal departments (Strategy & Analytics, Ticketing, Marketing) and MLB
  • Lead marketing acquisition and personalization planning to help drive ticket sales.
  • Oversee social media team in continuing to create a clear social strategy with clear metrics.
  • Develop systems and process for department to execute omni channel marketing and digital performance marketing plans
  • Together with cross-functional department leaders evolve and optimize the organizations’ digital fan experience to differentiate the brand from our competitors
  • Balance short-term sales objectives with key brand building activities that deliver growth
  • Measure the success of marketing programs and campaigns and showcase both the short- and long-term benefits of brand building activities

 

 

Brand Strategy & Management

  • Lead development of overall brand strategy and value proposition to strengthen brand
  • Develop a brand strategy and framework to roll out across the organization in a creative meaningful way
  • Communicate brand guidelines and expectations of brand to all key stakeholders
  • Ensure that marketing / advertising initiatives are aligned with and support brand strategy
  • Work with the fan insights team to conduct and direct market and segmentation research to help inform marketing initiatives
  • Alongside Corporate Partnership team develop partnership activations and programs that achieve brand objectives for our partners and the organization

 

Creative

  • Oversee the Creative Services department that produces, designs and creates all the core creative for the organization; the department is responsible for developing marketing campaigns for season long creative as well as product specific campaigns
  • Responsible for the social media department and the creative direction for all social platforms to ensure they are consistent with brand and campaigns
  • Lead a creative team to thoughtfully evolve, manage and drive creative capabilities and brand guidelines
  • Develop a structure and team that ensures best in class creative with resources to deliver in short timelines with players/talent

 

 

Leadership & Management of Brand Marketing Department

 

  • Lead the organization's evolution from product and event focused marketing campaigns to data-driven, fan-centric campaigns
  • Develop and lead the department with a focus on operational excellence, marketing ROI and fostering a culture of collaboration and creative curiosity
  • Support, facilitate, and empower the team to succeed in a collaborative work environment with group-based committee work and decision making
  • Hire and manage department staff members, lead department business planning activities, and oversee management of departmental budget
  • Contribute to overall business strategy and planning as member of senior leadership team
  • Work with members of the organization to ensure that culture is aligned with defined organizational values (e.g. collaboration, learning, empowerment, achievement, respect)
  • Represent the organization on MLB committees, league-level initiatives and external stakeholder engagement as appropriate.

 

QUALIFICATIONS:

  • Bachelor’s Degree in related field (MBA or other graduate degree preferred)
  • Minimum 10+ years of leading a B2C marketing organization / team
  • Experience in digital advertising across paid search, paid social and programmatic buying
  • Experience in establishing brand strategy and driving strong brand growth a brand affinity
  • Experience managing P&L, budget and owning business / marketing performance metrics
  • Strong understanding of the game of baseball and the Blue Jays brand
  • Ability to translate data into actionable marketing strategies and tactics
  • Ability to learn new industry trends in a face paced environment
  • Desire to lead in a meaningful way and contribute to a value driven leadership team
  • Creative conceptualization and ability to provide clear creative direction
  • Creative thinking, visual creative direction and agency experience an asset
  • Collaborative leader who thrives in a collaborative work environment
  • Ability to ensure the successful completion of projects and campaigns in a fast paced often changing environment
  • Legally able to work in Canada
  • Ability to work evening, weekends and holidays as required

https://www.mlb.com/bluejays/team/career/front-office-opportunities

 

 


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