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Senior Manager, Brand

Position Title: Senior Manager, Brand
Department: Marketing
Direct Manager: Sr. Director, Brand & Content Marketing
Date: April 2024

COMPANY PROFILE:
The Canadian Football League is Canada’s home for professional football. With over a century of rich history and nine member teams across the nation, the CFL provides world-class entertainment and excitement to a passionate and dedicated fan base. A season-long journey of unforgettable moments and must-see-TV broadcasts culminates in Canada’s largest single-day sporting event – the Grey Cup, where the newly crowned champions earn the right to hoist the iconic emblem of Canadian football.

The CFL leads a global movement to grow and modernize the game. The league is committed to a global vision as it connects with fans around the world. It is transforming into a digital-first sports league through an innovative, first-of-its-kind partnership with Genius Sports to maximize fan engagement through data analytics, technological advances, and sports betting.

Just as important as its industry-leading operations, the CFL proudly champions the values on which Canada was built – unity, diversity, inclusion, strength, and service to the community. The league is supportive of all peoples, cultures, and backgrounds, offering a respectful and inclusive working and playing environment, centered on acceptance and understanding. The CFL’s successes are measured not only on the field and within its ranks, but also in its unparalleled impact in affecting positive change and bettering Canadian communities and lives.

POSITION SUMMARY:
Reporting directly to the Sr. Director, Brand & Content Marketing, the Canadian Football is looking for someone to help develop and execute against the league’s brand strategy. This person will also partner with sponsorships, content marketing, digital marketing, and data and technology to unlock the power of the CFL brand across multiple platforms. The Senior Manager, Brand will work with internal departments, Member Clubs and external partners to ensure the successful implementation of an informed brand strategy across all fan touchpoints that will deliver measurable outcomes which optimize direct and indirect revenue potential, while contributing to fan engagement. This role will work closely with colleagues cross-functionally to deliver impactful brand initiatives that add value.

ESSENTIAL FUNCTIONS:

  • Operationalize the CFL brand strategy to capture fan attention and drive measurable outcomes.
  • Leverage data and market research, both internally and with third-party partners, to better understand and segment our existing and emerging fan bases.
  • Work closely with CFL licensing, sponsorship, events, digital and content teams to ensure the CFL brand is effectively integrated and aligned with business unit outcomes e.g. sponsor activations, merchandise programs, marketable fan acquisition.
  • Collaborate with the content team and our broadcast partners to ensure our brand strategy is fully aligned and optimizes audience reach and impact for all stakeholders.
  • Support execution of brand operations, including season-long brand campaign, influencer marketing programs, and the development of league-wide documents and resources to support consistent execution of the CFL’s brand strategy.
  • In conjunction with our communications team, actively promote the CFL brand and business to the B2B community with the goal of driving interest in our commercial business.
  • Lead league-wide brand compliance efforts through ownership and ongoing maintenance of the CFL brand portal.
  • Work collaboratively with third-party partners to evaluate the effectiveness of brand marketing efforts through quantitative and qualitative research efforts.
  • Partner with internal departments to build, enhance and leverage CFL pillar endemic properties including but not limited to, CFL Draft, CFL Combine, CFL Kickoff, CFL Labour Day Weekend, Grey Cup Playoffs, Grey Cup, Grey Cup Halftime, Diversity is Strength, and other tertiary events to drive fan affinity, sponsorship revenue, marketable fans and long-term, measurable brand value.

QUALIFICATIONS (KNOWLEDGE, SKILLS, ABILITIES, EXPERIENCE):

  • 5+ years of experience in the marketing, consulting, agency or other relevant industry.
  • Undergraduate Degree in Marketing, Business or equivalent working experience.
  • Experience working in sports & entertainment industry considered an asset.
  • Experience developing and bringing brand strategies to life.
  • Demonstrated track record of success advancing high profile brands and marketing campaigns to drive engagement and acquisition.
  • Understanding of marketing principles, emerging trends, and tools to engage, acquire, and retain.
  • Highly organized, detail-oriented and proactive with strong project management skills.
  • Creative, self-motivated and results-oriented professional.
  • Strong collaborator focused on win/win outcomes.
  • Flexible and able to work effectively within a fast-paced, constantly changing environment.
  • Compelling written and verbal communication skills.

KEY RELATIONSHIPS/CONTACTS

  • VP, Marketing
  • Sr. Director, Content & Brand
  • Director, Content
  • Sr. Director, Business Intelligence
  • Lead Designer
  • Director, Global Partnerships
  • AVP, Digital Transformation
  • AVP, Sports Betting, Gaming and Innovation
  • AVP, Licensing and Retail
  • Nine (9) Member Club Marketing/Content Leads

LOCATION:
This role is based in Ontario, at the CFL League Office in Toronto (50 Wellington St. East). The successful candidate must be located in Ontario and able to attend the office at least two days per week. In addition, all employees will be required to attend meetings or other business events at the league office or other venues as business needs dictate.

CONTACT:
To be considered for this opportunity, please submit a cover letter and resume to careers@cfl.ca. We thank all applicants for their interest, however, only those selected for an interview will be contacted

We are working to create a more diverse and inclusive work environment and welcome applications from traditionally underrepresented groups such as women, visible minorities, Indigenous peoples, people living with disabilities and people identifying as LGBTQ2S+.