Vice President, Digital Marketing - Foundation

Centre for Addiction and Mental Health; Toronto; Hybrid; CAD 130,000 - 180,000; Full time

Job summary

The Centre for Addiction and Mental Health is seeking a passionate VP, Digital Marketing. This role involves designing a forward-thinking strategy to enhance fundraising through direct marketing and donor engagement. The successful candidate will lead a team to achieve substantial revenue growth while optimizing digital marketing tactics to improve performance. An emphasis on innovative approaches and collaboration across all levels of the organization is essential.

Qualifications

• Minimum 12+ years of experience in digital marketing, with 5+ in a leadership role.
• Proven track record in driving growth digital marketing initiatives.
• Expertise in data-driven marketing and analytics tools.

Responsibilities

• Achieve revenue targets of approximately $20 million annually.
• Develop strategies for digital marketing fundraising.
• Collaborate across functions to enhance donor experiences.

Skills

Digital Marketing Leadership

Data-Driven Marketing

Cross-Functional Collaboration

Problem-Solving

Strategic Mindset

Effective Communication

Job description

This role involves remote / work-from-home arrangements with a requirement for a minimum of two (2) days per week working onsite and may be subject to change as the organization works through its hybrid workforce plan and / or changing needs of the Foundation. We care about our team and community and are aligned with CAMH’s health and safety practices.

ABOUT CAMH FOUNDATION

Hi! I’m Sarah Chamberlin, Chief Marketing Officer & VP of Community Giving & Engagement! I’ve spent over six years with CAMH Foundation watching the company and the mental health movement grow significantly. I am driven by working for a meaningful cause, with an exceptional team, and doing the job I love.

I believe the key to an excellent full-time, permanent VP, Digital Marketing is not just on-the-job technical skills but maintaining a pulse on new trends, keeping an eye on competitive advancements, asking the right questions, listening to the answers and believing that no one should be left behind in mental health care.

I invite you to join me for a conversation about your interest in CAMH, have the chance to meet members of our incredible team, and tell me more about how your career aspirations align with our bold journey to create a world where mental health is health.

The Centre for Addiction and Mental Health (CAMH) is Canada’s largest mental health teaching hospital and one of the world’s leading research centres in its field. With a dedicated staff of more than 5,000 physicians, clinicians, researchers, educators, and support staff, CAMH offers outstanding clinical care to more than 38,000 patients each year. The organization conducts ground-breaking research, provides expert training to healthcare professionals and scientists, develops innovative health promotion and prevention strategies, and advocates on public policy issues at all levels of government.

CAMH Foundation is charged with raising and stewarding funds in support of CAMH. Its role is to help transform the way we understand and address mental illness by raising awareness and increasing engagement across the country. Generous and dedicated supporters help CAMH advance discovery and innovation, build spaces that promote recovery, and break down the stigma of mental illness.

The Marketing and Donor Engagement team is responsible for ensuring our unrestricted revenue stream of funds grows over time as we grow our supporter base. We have clear goals and an open mind on how to achieve them. As members of the team, we are committed to a positive and safe work environment where we support, listen, and learn from each other and be accountable to our many key stakeholders.

THE OPPORTUNITY :

The VP, Digital Marketing, will bring passion for all things digital to designing a forward-thinking strategy that expands our capacity and effectiveness in direct marketing fundraising and connects the donor’s desired experience to our internal activities.

This role will be well suited to an experienced digital marketing leader who brings fresh thinking and appreciation for cause-based fundraising and movement building. You will have experience driving growth and revenue leveraging strong brand programs with a donor-centric view. This role is critical to advancing our digital efforts and reducing our reliance on more costly and traditional fundraising tactics. You will improve our direct marketing fundraising ROI and grow our unrestricted revenue by improving conversion and reducing online friction.

KEY RESPONSIBILITIES :

Revenue and donor growth targets

• Achievement of approximately $20 million in unrestricted revenue annually (through digital and direct tactics as well as by supporting organization-wide fundraising initiatives)
• Growing our donor base year over year

Strategy Development and Execution

• Evaluate the current mass-focused fundraising landscape within and outside of our organization and industry to identify gaps, trends, opportunities (ongoing) with an emphasis on digital elements
• Recommend adjustments to our digital marketing technology stack, processes and practices (and their integration and augmentation of direct marketing fundraising programs)
• Propose, plan and implement the overall digital marketing fundraising strategy, inclusive of digital campaign tactics and supporting all fundraising segments with a priority on opportunities to grow unrestricted revenue
• Evolve and adapt digital strategies, utilizing data to inform recommendations

Digital Campaign Leadership / Analytics and Optimization

• Collaborate across functions to develop digital marketing campaign programs that support our growth objectives, emphasizing our donors’ ideal experiences
• Oversee and improve digital marketing channel utilization, activation, integration
• Measure performance and adjust as needed, utilizing data to inform decisions
• Synthesize data into consumable reports, highlighting key metrics, address issues with mitigation plans and propose recommendations for expanding or contracting elements of the overall effort
• Optimize programs as data informs and flexibility allows

Cross-Functional Collaboration

• Work closely and with a growth mindset alongside other marketing, fundraising, finance and operations leaders to ensure integration and alignment around fundraising programs; data collection, synthesis and distribution; donor experience mapping and augmentation
• Bring a risk-friendly, future focused perspective to an organization that is working to adapt more innovative approaches
• Manage change empathetically and purposefully
• Manage vendors and agencies, as needed, integrating with internal teams optimally

Donor Journey and Experience

• Prioritize donor centric perspectives alongside our growth objectives
• Ensure the implementation of fulsome digital donor journeys
• Consider unrestricted revenue goals when recommending digital donor experience tactics for our various segments, working alongside stewardship and engagement leaders to augment and prioritize their efforts

Trends and Innovation

• Stay attuned to changes and trends in marketing technologies and tactics
• Recommend appropriate growth investments and advancements for adoption, with a lens on integration of the overall tech stack and simplification wherever possible
• Collaborate to lead the integration and change management involved with adopting new approaches

Team Leadership and Development

• Live our cultural values of courage, respect, excellence
• Collaborate effectively across teams
• Manage the team’s budget – expenses and revenue
• Minimum of 12+ years of experience in digital marketing, with at least 5+ years in a leadership role
• Proven track record of leading growth digital marketing initiatives that drive business growth and customer engagement
• Strong experience managing multi-channel digital marketing campaigns at a broad scale (SEO, PPC, display, social, email, content etc.)
• Demonstrated agency management skills
• Effective cross functional collaborator, building cohesive virtual teams to drive results on shared goals
• Expertise in data-driven marketing, analytics tools and CRM systems
• In-depth knowledge of digital marketing technologies and platforms
• Strong leadership skills with the ability to motivate and manage teams through change
• Exceptional communication skills and ability to work with stakeholders at all levels of the organization
• Knowledge of cause-based marketing strategies and the donor fundraising approach is an asset
• Strong problem-solving and decision-making skills
• Highly analytical with a passion for optimizing digital performance
• Creative thinker with a strategic mindset