Director, Marketing & Brand Engagement

Who are we?

VGH & UBC Hospital Foundation is Vancouver Coastal Health's primary philanthropic partner, raising funds for specialized adult health services and research for all British Columbians. We collaborate with donors to drive innovation and sustainable health care at VGH & UBC Hospital, GF Strong Rehab Centre, Vancouver Coastal Health Research Institute and Vancouver Community Health Services. Further information about the Foundation is available at www.vghfoundation.ca.

The Marketing & Brand Engagement (Marketing) department positions VGH & UBC Hospital Foundation as a leading, well-respected philanthropic organization serving BC, in order to grow revenue, and broaden and enhance the donor base. The department is responsible for:

• Managing the Foundation’s Art Program as a vehicle for brand awareness and donor engagement
• The Foundation’s brand development & awareness-building activities, as well as marketing strategies and activities that supports donor acquisition and retention and growth of fundraising revenue.
• Overseeing successful execution of the Foundation’s lotteries (Millionaire and Hometown Heroes) in association with an external consultancy

The Marketing and Brand Engagement team develops and implements integrated marketing communications including publications, online marketing, direct marketing, advertising, and public and media relations consistent with the Foundation’s brand to raise funds and meet organizational goals. The Marketing & Brand Engagement team provides support to fundraising campaigns and programs to build awareness, attract new donors and effectively steward existing donors, receiving strategic direction from other leaders and teams at the Foundation to do so effectively.

The Foundation’s two home lotteries, Millionaire and Hometown Heroes, are a source of essential funding for critical equipment and research for Vancouver Coastal Health. The significant province-wide marketing and publicity for the lotteries is an important tool in building awareness of the Foundation’s brand. Similarly, the Foundation’s Art Program provides a brand presence and promotion opportunity through the 2,700 works that are curated and displayed almost entirely throughout VCH facilities. The Art Program was founded in 1999 with the mandate of building an art collection that promotes wellbeing, healing and recovery for patients, their families, staff and visitors; and develops deeper philanthropic engagement with the Vancouver community and donors.

What’s the opportunity?

Under the executive direction of the Senior Vice President, Community Giving & Engagement, and directed by best practice and the Foundation’s strategic priorities, the Director, Marketing & Brand Engagement is accountable for:

• Contributing to the achievement of the Foundation’s strategic goals and increasing donors and donations, by maximizing awareness of the Foundation, its mission and beneficiaries, effectively positioning the Foundation with primary donor target audiences, key stakeholders and among the general community
• Strategic development and cross-organizational deployment of all marketing and brand awareness strategies and activities
• Leading and integrating the Foundation’s brand awareness strategy, lotteries (Millionaire and Hometown Heroes) and Art Program

Responsibilities:

• Leading the development of an integrated marketing and brand awareness strategy to support the goals of the strategic plan, including revenue, donor growth and brand awareness of the Foundation
• Building and protecting the Foundation’s reputation, including proactively identifying and managing any emerging issues, and diagnosing and resolving broad business issues and risks relating to marketing and brand engagement
• Providing cross team leadership, expert advice, training and direction on marketing and brand engagement strategy and tactics to colleagues at all levels of the Foundation
• Holding accountability for the revenue targets of the Foundation’s lotteries, including management of external lottery consultancy and associated suppliers
• Providing strong and effective leadership to the department, delivering the full range of people management accountabilities including effective staff planning, recruitment, goal setting, assessment of training and development requirements, coaching and performance management
• Ensuring the teams are structured, resourced and managed to deliver an integrated strategy, and that processes are in place in the rest of the organization to support implementation
• Providing strategic leadership of all marketing and brand engagement activities, developing and executing integrated plans for Marketing & Brand Engagement, lotteries and the Art Program, ensuring organizational objectives are met
• Supporting the Foundation in understanding its market, context and key stakeholders including donors
• Leveraging new and existing technologies to analyse and identify opportunities to improve marketing and brand engagement
• Providing quality assurance to ensure consistent and integrated branding and messaging is delivered through all channels including print, digital, television/radio and media relations

What do you bring?

• Ability to remain focused under pressure, particularly when faced with multiple demands
• Diplomacy and good judgment in handling highly sensitive and confidential information
• Highly numerate, with financial acumen, and able to develop metrics that support decision-making
• Ability to build trusting relationships, empower and enable teamwork, negotiate effectively, and lead as appropriate
• Broad and extensive knowledge of the fundraising profession, non-profit sector, and health care philanthropy
• Experience developing and implementing marketing and brand engagement strategies, including direct marketing, print and online advertising and collateral, and media relations
• Deep understanding of the concepts, theory, strategies, principles and best practices in marketing and brand engagement
• Experience in working with volunteer committees would be an asset
• Proven ability to negotiate contracts and manage supplier relationships to deliver results on time and within budget
• Ability to think strategically and identify appropriate business development opportunities
• Strong working knowledge of the principles and practices of project and change management
• Demonstrated leadership and coaching skills, including setting and evaluating performance, identifying learning and development opportunities
• Excellent facilitation and project management skills
• Experience with Salesforce or other similar customer relationship management (CRM) system
• Experience of the application of marketing fundamentals, ideally in a fundraising environment

What do we offer?

This is a full-time 12-month contract position. The successful candidate can expect a competitive starting salary between $143,883 and $163,504, depending on experience. Additional variable pay, benefits, pension, flexible working arrangements, investment in professional development and subsidized access to fitness, cycling and parking facilities all contribute to a top-notch total rewards package.

To apply

If you possess the qualifications and experience indicated, please email a single pdf file of your cover letter and resume, with “[Your Name], Director, MBE” in the file name and email subject line, to [email protected] by midnight on Monday, July 3rd, 2023.

We encourage applications from Indigenous people, people with disabilities, BIPOC and racialized individuals, people of minority sexual orientation or gender identity, and others who may contribute to the Foundation's organizational diversity and who share the Foundation's values.

As part of VGH & UBC Hospital Foundation’s commitment to the health and safety of our community, including our healthcare partners and donors, the Foundation requires all employees of the Foundation to be fully vaccinated against COVID-19.