Dir. Sportsnet Marketing

Rogers Communications; Toronto; On-site; CAD 150,000 - 210,000; Full time

Benefits offered by this job

Annual bonus

Health & dental benefits

Pension plan

RRSP/TFSA and stock matching programs

Volunteer time off

Job summary

Rogers Communications, a leader in Canadian communications, seeks a Senior Director of Marketing for Rogers Sports & Media. You will guide brand strategy and go-to-market plans across Sportsnet, TV, streaming and radio, leading a 15+ person team and partnering with product, analytics and distribution partners to drive audience growth and paid subscriptions.

You will set multi-year portfolio strategy, optimize resources, and ensure measurable impact on revenue and brand health, while fostering a

Qualifications

• 15+ years of progressive senior marketing leadership in media/entertainment/sports/streaming.
• Experience leading a multi-brand portfolio and translating strategy into actions.
• Strong understanding of Canadian media environment, audience behavior, and streaming ecosystem.
• Proven record driving audience growth and subscription outcomes across DTC & partner channels.
• Expertise in brand strategy, portfolio management, audience segmentation, and lifecycle marketing.
• Data-driven decision making using brand, product, audience and campaign analytics.
• Experience leading large teams and developing future marketing talent.
• Ability to influence in a matrixed organization and partner with executives, product, and agencies.

Responsibilities

• Lead full-funnel portfolio marketing across Sportsnet, TV, streaming and radio.
• Set integrated marketing strategy and go-to-market plans for the portfolio.
• Grow audiences and subscriptions through cross-platform acquisition, onboarding and retention.
• Direct budgets and resources to high-value opportunities and optimize spend.
• Build and lead a 15+ person marketing team with clear priorities and development paths.
• Partner with product, analytics and revenue teams to improve conversion and lifetime value.
• Establish KPIs, measurement frameworks and discipline in marketing planning.

Skills

Senior leadership

Brand strategy

Audience growth

DTC & subscription

Lifecycle marketing

Analytics-driven

Team development

Cross-functional influence

Budget ownership

Executive communication

Job description

• Self-driven career development programs.

We are committed to connecting Canadians through unique partnerships, our world-class network and content Canadians love—and our innovative team is growing. We are looking for dedicated team members to join our Corporate team who have a genuine passion for making positive impacts on customers and the communities where we live and work. We have a variety of business units with exciting and meaningful work waiting for you, including Communications, HR, Legal and Corporate Affairs, Supply Chain, Finance, and Real Estate. If you are considering your next step, we have exciting opportunities waiting for you. Come build a rewarding career at Rogers and be a driving force behind our success story!

Who We Are Looking For

The Senior Director, Marketing, is the portfolio marketing leader for Rogers Sports & Media, responsible for building audiences, accelerating subscription growth and strengthening the market leadership of our consumer brands. This role sets the integrated brand and go-to-market agenda across the full Sportsnet portfolio, television and specialty brands, streaming products and services, and Rogers’ national radio network of 40+ stations.

Leading a team of 15+ marketers, the Senior Director translates audience insight, content priorities and business goals into distinctive brand platforms, full-funnel marketing plans, partner programs and high-impact advertising. The role works across a complex matrix of content, product, distribution, revenue, media, insights, creative and agency partners to deliver measurable growth and consistent brand experiences across every audience touchpoint.

What You’ll Do

• Sports The full Sportsnet portfolio, including linear channels, digital platforms, audio, social, direct-to-consumer products and priority league, team and event properties.
• Television and specialty Entertainment brands and services across broadcast, specialty, digital and on-demand environments.
• Streaming Owned DTC products and partner-distributed OTT offerings across web, apps, connected television and third-party platforms.
• Radio Portfolio marketing support for Rogers’ network of 40+ stations, strengthening local relevance while leveraging national scale
• Grow audiences across platforms Increase reach, consideration, tune-in, engagement and frequency across linear, digital, audio, social and streaming platforms by connecting priority content with clearly defined audience and fan segments.
• Accelerate DTC and OTT subscription growth Build integrated acquisition, onboarding, engagement, retention and win-back programs that grow paid subscriptions, improve customer lifetime value and reduce churn across owned services and third-party partner networks.
• Maximize partner-distributed growth Develop scalable joint marketing, merchandising and promotional programs with BDU, connected-TV, device and streaming partners to expand discovery, conversion and usage.
• Protect and extend market leadership Maintain strong leadership positions for Rogers Sports & Media brands in every market in which they operate through differentiated positioning, consistent brand stewardship, local relevance and disciplined competitive response.
• Improve marketing effectiveness Establish clear portfolio KPIs, measurement frameworks and optimization routines that connect marketing investment to audience, subscriber, revenue and brand outcomes.
• Build one high-performing portfolio team Create a clear operating model, shared standards and an inclusive performance culture that strengthens capabilities, develops talent and improves speed, quality and accountability.
• Portfolio Strategy and Brand Leadership Set the multi-year portfolio marketing strategy and annual integrated marketing roadmap, aligning audience, subscriber, revenue and brand objectives across Sportsnet, television, streaming and radio.
• Define and steward brand promises, positioning, architectures, identities and customer experiences, ensuring each brand is distinctive while contributing to the strength of Rogers Sports & Media and Rogers.
• Translate consumer, fan, cultural and market insight into prioritized growth opportunities, audience segments and go-to-market plans.
• Guide brand and product alignment across content, platforms and distribution models, ensuring a consistent experience from awareness through consumption and loyalty.
• Act as a senior marketing advisor to business and content leaders, bringing a portfolio view to investment choices, market opportunities and competitive challenges.
• Audience and Subscriber Growth Lead always-on and tentpole marketing strategies that grow audiences for priority sports, shows, personalities, stations, franchises and platforms.
• Own the marketing strategy across the customer lifecycle, including awareness, consideration, acquisition, onboarding, engagement, retention, churn reduction and reactivation.
• Partner with product, analytics and revenue teams to improve conversion, engagement, retention and lifetime value across DTC and OTT products.
• Develop channel and platform merchandising strategies that improve content discovery and consumption across owned and partner environments.
• Build joint business and marketing plans with distribution partners, including BDUs, OTT aggregators, connected-TV platforms, device ecosystems and other strategic partners.
• Cultivate league, team, talent, content and commercial partnerships that expand reach, deepen fan engagement and create differentiated audience experiences.
• Integrated Marketing, Advertising and Creative Excellence
• Lead development of full-funnel marketing plans and advertising calendars across paid, owned, earned, social, experiential, partnership, CRM and on-platform channels.
• Set clear strategic briefs and creative standards that inspire distinctive, effective work and support consistent brand delivery across the portfolio.
• Oversee campaign development from insight and briefing through media, production, launch, optimization and post-campaign evaluation.
• Balance national portfolio priorities with the local market needs of radio stations and regional brands.
• Partner closely with internal creative, media agency partners, communications and production teams, as well as external vendors and partners, to deliver work efficiently and at a high standard.
• Identify emerging platforms, technologies and marketing approaches that can improve audience experience, marketing effectiveness and speed to market.
• Own portfolio marketing budgets and resource planning, directing investment toward the highest-value audience, subscriber and brand opportunities.
• Establish annual objectives, benchmarks, scorecards and tactical targets across brand health, audience, subscription, engagement, retention and campaign performance.
• Create a disciplined test-and-learn approach, using audience, product and campaign data to optimize investment and improve future planning.
• Streamline briefs, governance, approvals and campaign workflows to increase clarity, accountability, speed and operational efficiency.
• Build common marketing practices, tools and planning frameworks that can be leveraged across brands, products and business units.
• Maintain strong agency, vendor and platform relationships while ensuring appropriate commercial discipline, quality and performance.
• Lead, coach and develop a diverse team of 15+ marketing professionals, setting clear priorities, decision rights and performance expectations.
• Build succession strength and provide meaningful development opportunities that expand strategic, digital, commercial and leadership capabilities.
• Create an environment of collaboration, curiosity, inclusion, accountability and high performance.
• Influence across senior and cross-functional teams, aligning content, product, distribution, sales, revenue, insights, media and creative partners around shared outcomes.
• Champion customer- and audience-first thinking throughout Rogers Sports & Media.

Measures of Success

• Audience growth across priority linear, streaming, digital, audio and social platforms.
• Net DTC and partner-distributed subscription growth, supported by stronger acquisition efficiency, engagement and retention.
• Improved content discovery, tune-in, usage and frequency across owned and partner platforms.
• Sustained or improved market leadership and brand health across sports, television, streaming and radio brands.
• Clear contribution of marketing to revenue, customer lifetime value and portfolio growth.
• Higher marketing effectiveness through stronger measurement, optimized media investment and more efficient operating practices.
• A high-performing, engaged team with strong talent development, succession depth and cross-functional reputation.

Experience And Qualifications

• Progressive senior marketing leadership experience (15+ years) in media, entertainment, sports, streaming, subscription, technology or another complex consumer business.
• Demonstrated success leading a multi-brand or multi-product portfolio and translating business strategy into integrated marketing action.
• Strong understanding of the Canadian media environment, audience behaviour, sports fandom, broadcast marketing and the evolving streaming ecosystem.
• Proven experience driving audience growth and subscription outcomes across DTC and partner-distributed channels.
• Expertise in brand strategy, portfolio management, audience segmentation, full-funnel marketing, performance media, CRM and lifecycle marketing.
• Demonstrated ability to use brand, product, audience and campaign analytics to make investment decisions and optimize performance.
• Experience leading sizable teams and developing next-generation marketing talent.
• Ability to lead through influence in a matrixed organization and build trusted relationships with senior executives, content leaders, product teams, partners and agencies.
• Strong commercial acumen, including budget ownership, vendor management, prioritization and resource allocation.
• Exceptional strategic thinking, communication and executive presentation skills, paired with a bias for action and executional excellence.

Leadership Profile

• Audience-obsessed Deeply curious about what makes Canadians watch, listen, subscribe, engage and return.
• Enterprise-minded Sees connections across brands and platforms and makes choices for the strength of the total portfolio.
• Growth-oriented Combines brand-building ambition with performance discipline and commercial accountability.
• Creatively ambitious Raises the quality and distinctiveness of the work while remaining focused on measurable outcomes.
• Data-led Uses evidence to sharpen strategy, accelerate learning and improve decisions without losing human insight.
• Collaborative and influential Brings diverse partners together, creates clarity and moves complex work forward.
• People-first Sets a high bar, coaches with intention and creates opportunities for others to grow.

Key Relationships

Internal Rogers Sports & Media senior leadership; Sportsnet, Television/Streaming and Radio business and content leaders; Brand, Creative, Media, Communications, Product, Technology, Distribution, Revenue, Sales, Insights, Analytics, Finance and People teams.

External Media agencies; league, team, talent and content partners; BDU and OTT platform partners; production and technology vendors; and strategic commercial partners.

What’s in It for You?

• Competitive salary and annual bonus.
• Competitive and flexible health and dental benefits, pension plan, RRSP, TFSA and stock matching programs.
• Discounts Enjoy up to 50% off Rogers services and Blue Jays tickets, 25% off TSC items, and a 20% discount on all wireless accessories sold in Rogers stores.
• Paid time off for volunteering.
• Company matching contributions to charities you support.

Growth and Development Opportunities

• Self-driven career development programs.
• Rogers First priority when applying to internal roles of interest.

Wellness Programs

• Employee and Family Assistance Program.
• Virtual healthcare.
• Cognitive Behavioural Therapy (CBT).
• Low- or no-cost fitness membership.

Our Commitment to Diversity

• An inclusive and diverse workplace where you can bring your whole self to work.

To protect our people, brand and assets, a pre-employment background check will be conducted. As part of our selection process, all candidates must clear a criminal background check. Additionally, a credit check and driver’s abstract may be required depending on the role.

Schedule Full time

Shift Day

Length of Contract Not Applicable (Regular Position)

Work Location 333 Bloor Street East (012), Toronto, ON

Travel Requirements Up to 10%

Background Check(s) Required Criminal Record and Credit Check

Posting Category/Function Marketing & Marketing Research / Analysis

Requisition ID 344339

To support career growth, collaboration, and high-performing teams, all Corporate Employees are expected to work onsite. We believe that in-person connection strengthens our culture and drives industry-leading performance.

At Rogers, we believe the key to a strong business, is a diverse workforce where equity and inclusion are core to making everyone feel like they belong. We do this by embracing our diversity, celebrating our different perspectives, and working towards creating environments that empower our people to bring their whole selves to work. Everyone who applies for a job will be considered. We recognize the business value in creating a workplace where each team member has the tools to reach their full potential by removing any barriers for equal participation. We work with our candidates who are experiencing a disability throughout the recruitment process to ensure that they have what they need to be at their best. Please reach out to our recruiters and hiring managers to begin a conversation about how we can ensure that you deliver your best work. You matter to us!

For any questions, please visit the Recruitment Process FAQ.