Marketing Manager, Channel Operations & Growth

Why you'll love this role

Under the direction of the Director of Marketing and Communications, the Manager, Channel Operations & Growth oversees the brand and marketing operations of the Canadian Physiotherapy Association (CPA) and the Physiotherapy Foundation of Canada (PFC) in pursuit of their strategic direction.

The Manager, Channel Operations and Growth leads online marketing efforts and builds a strong brand voice & narrative consistently across all channels. This role is crucial to building online visibility, increasing association awareness, and growing and fostering the community whilst simultaneously deepening its engagement with the CPA. The position will be responsible for developing, implementing, and managing the overall marketing plans (e.g. Congress, Membership Renewal) including oversight of all branding and design needs in this space, providing thought-leadership therein in achievement of key objectives.

Alongside other internal departments (Advocacy and Professional Practice), and well as CPA’s key stakeholders and components. As a support provider to these partners and stakeholders, the Manager, Channel Operations & Growth is a champion of CPA brand standards, ensuring consistency in its representation, and works to directly impact the strategic imperative to grow the CPA community, and deepen its engagement.

The incumbent must be a flexible and solutions-oriented project and relationship manager, capable of driving projects forward in a fast-paced environment

What you'll be working on

Strategic Planning & Management

• Work with membership team and key CPA stakeholders, as needed, to conduct market research, analyze market trends, and understand member segments and membership targets
• Manage relationships with key vendors including agency, video editors, graphic designers, print suppliers, and others
• Liaise with the Manager, Strategic Communications to ensure alignment of all communications and marketing plans and strategies
• Support the Director of Marketing and Communications in the development of the operational plan for the marketing department
• Regularly measure, track, and analyze communications trends and CPA communications performance data across key channels, providing recommendations for optimization
• Identify and recommend strategies and tactics which foster growth of the CPA community and deepen engagement with those stakeholders across key communication channels (social media, web, email)
• Champion clear, concise strategies and objectives for each marketing campaign
• Support in the management of the marketing and communications budget with the Director, Marketing and Communications, including but not limited to recommending spend, soliciting quotes and RFPs, filing POs, and submitting invoices

Brand

• Lead organizational brand management for both the CPA and PFC, including but not limited to: updates to brand standards (guidelines, logos, key messages, palettes, templates, nomenclature and vocabulary), resource development for key stakeholders who use the CPA and PFC brands, copywriting, creative oversight
• Oversee the design, development, and day-to-day management of the CPA website, liaising with departments across the CPA to ensure that it remains relevant, user-friendly, and up-to-date, and that it aligns with all brand standards
• Develop and execute channel plans and strategies that contribute to a consistent brand voice for the CPA and support the organization’s strategic goals and overarching narrative

Marketing

• CPA Awards
• PFC Awards
• CPA Annual Report
• Work cross-functionally with the membership and business development teams to ideate, develop, execute, and analyze member engagement and business development strategies to support membership and revenue growth
• Membership Renewal
• CPA Congress
• Champion and challenge the CPA to deliver high-quality, exceptional content for the member and to ensure that member experience is at the forefront of all marketing initiatives
• Work cross-functionally to develop and execute marketing plans and campaign briefs for a wide variety of CPA projects and initiatives, including but not limited to:

What you'll need to have

• Demonstrated experience with consumer campaign development, brand management, and vendor management
• Experience effectively managing multiple priorities and deadlines
• Eager to learn and contribute to marketing best practices and push the needle with the tone and approach to marketing on behalf of the CPA
• Relentless focus on exceptional customer service for partners
• Fluent bilingualism (English and French) is a strong asset
• Demonstrated success developing unique, targeted, omni-channel campaigns with measurable KPIs
• Creative individual who can contribute to data and analytics-driven ideation around marketing and who strives to constantly consider fresh marketing approaches
• Experience with data-driven performance measurement and analysis
• Comfortable in a high-performance, fast-paced culture
• Proven understanding of marketing insights/trends and applying those to the creative process
• Experience with website management and development
• Bachelor’s degree and 5 years of relevant agency, not-for-profit, or public sector experience in marketing and branding, with at least 4 years' experience working on digitally-centric marketing campaigns
• Demonstrated experience and proficiency with MS Office, Mailchimp, HootSuite, Adobe Creative Suite (including Photoshop), Canva, WordPress and/or similar platforms and services

Beyond the salary

For regular full-time positions, the Canadian Physiotherapy Association offers a competitive salary and comprehensive benefits package including:

• Learning & development
• Benefits plan
• Current career opportunities
• Social club
• Flexible, hybrid environment
• RRSP matching

Get to know us

The Canadian Physiotherapy Association (CPA) represents 15,000 physiotherapists, physiotherapist assistants and physiotherapist students across Canada. In partnership with provincial and territorial branches and practice divisions, CPA enables members to learn, share knowledge and enhance practice. CPA provides resources, education, ideas and advocacy to enable our professional community to better serve Canadians.