DUTIES AND RESPONSIBILITIES

• Collaborate with the Head of Marketing and Communications to craft a dynamic marketing strategy aimed at enhancing OBC’s brand recognition as a charitable organization, and provide crucial support to the Development team in their cultivation of charitable donations.
• Develop and execute OBC’s traditional marketing and digital campaigns, with a focus on sustaining youth recruitment and expanding school and group programs:
  • Lead in the development and management of the marketing and promotional calendar. Ensure all cross-functional teams are aligned to and aware of the Marketing Department’s strategic priorities and promotional timelines;
  • Direct an omnichannel strategy on owned platforms, including OBC social media, website, and email;
  • Project manage and oversee paid marketing strategies, including virtual events, radio, print, SEM, digital, and social media; and
  • Evaluate marketing initiatives considering ROI and alignment with organizational goals and KPIs using reports from the Marketing Communication and Social Media Coordinators. Direct strategies based on this analysis to optimize future activities, and identify inefficiencies within OBC marketing infrastructure.
• Manage brand standards, ensuring they are met throughout messaging, design, production, and execution phases, utilizing appropriate distribution platforms;
• Monitor marketing budget in NetSuite, making recommendations for paid opportunities;
• Optimize the user experience on the OBC website by proactively identifying opportunities for improvement by analyzing Google Analytics reports generated by the Marketing Communications Coordinator. Direct larger website projects that improve usability, design, and lead generation with Google platform integration.
• Play a key role in OBC product development. Use relevant market and data insights to guide decision-making;
• Manage vendor and agency relationships to oversee the briefing process, timelines, and key deliverables to ensure campaigns are executed, and that OBC is maximizing its marketing ROI;
• Manage the development of corporate marketing tools and collateral assets;
• Play a leadership role in the Marketing team’s adoption of the organization’s CRM systems
• Ensure customer data relevant to the marketing team is accurately being stored, routinely analyzed, and insights used to improve marketing programs and targeting to best utilize segmentation to ensure the right message/right time/ right audience.
• Develop direct reports – Social Media Coordinator and Marketing Communications Coordinator. Provide both with training, feedback, and ongoing support.
• Play a defined role within the OBC Crisis Protocol plan

REQUIREMENTS

OBC recognizes relevant skills and knowledge can be gained through volunteer and life experiences as well as professional and educational backgrounds. Please outline in a brief cover letter how you have gained the following experiences, and how you would apply them to this role:

• A Bachelor’s degree in business, marketing, and/or an equivalent of education and experience;
• A minimum of 5-7 years of relevant experience with a track record of success;
• Strong knowledge of and experience in digital marketing, including email marketing, search (SEM/SEO), digital video, and social media;
• Experience developing marketing campaigns for B2B and B2C.
• Experience sourcing and integrating data from multiple sources to inform decision-making.
• Excellent writing skills, including spelling, grammar, proofreading skills, and attention to detail.
• Demonstrated results in developing and delivering sound marketing plans;
• A problem solver with critical thinking, insight, and sound judgment;
• Ability to motivate, mentor and develop staff; and
• Clear Vulnerable Sector Check
• Personal commitment to equity and inclusion in the outdoors
• High level of cross-cultural competence, in recognition that Outward Bound Canada works with students and partners from a diversity of communities and backgrounds
• Passionate about Outward Bound Canada’s mission

ASSETS

• Experience with project management software such as Asana, and Keela or NetSuite
• Experience in a youth-related not-for-profit organization
• Experience with Meta advertising
• Experience with Google Marketing Platform (GA4, Google Ads, Google Tag Manager)
• Experience with overseeing website projects of significant scope (revamps, launches, etc)
• The role is mainly remote; our preference is for a candidate who lives within commuting distance to our Don Valley Brickworks program office (Toronto). The Manager will be required to visit the program office as needs arise (once / twice monthly on average).