Manager, Brand & Content

Executive Visibility & Communications

CEO Visibility - Develops and executes elements of a multi-pronged visibility strategy that positions the CEO as a community builder and thought leader in priority areas with key audiences (strategy to include internal communications, media relations, external speaking engagements, award nominations, and social media profile)
Plans, coordinates, writes, edits, and publishes LinkedIn and other social media content via the public profiles of members of the YMCA of Greater Toronto executive team
Prepares content and communications in support of executive appearances at both Association and external community events
Writes and edits the annual report by collaborating with subject matter experts across program areas to position the Y as a tier one charity
Responsible for the internal and external communications related to the 5 year strategic plan, as well as the charity’s annual operating plans.
Leads communications related to the YMCA of Greater Toronto’s new strategic plan including a communication plan to support engagement and dissemination to relevant internal and external stakeholders after its completion working closely with other members of the Task Force.
Identifies opportunities to align broad communication content with the direction set out in the Strategic Plan.
Acts as digital content lead during issues/crises to ensure preparedness.

Digital Content Strategy:

Elevates the positioning of the YMCA of Greater Toronto by managing the overall digital content strategy for all of our channels, inclusive of best practices working collaboratively with key content experts and contributors across the organization.
Manages the content strategy across all channels (social, e-newsletters, website, emails etc) as content editor, ensuring quality and consistency in the organization’s ”voice”
Writes and executes organization-wide posts on social media channels to increase the profile and understanding of the Y’s scope, mission, vision and strategic priorities
Provides direction and guidance to digital production team members on program issues/strategies
Develops a deep understanding of our users and how to enhance their online content consumption experience, regardless of channel
Works with the Manager, Digital Marketing, to champion content strategies involving personalization methods by leveraging features and functionality of our CMS Sitecore or similar platform
Develops and oversees an organization-wide newsletter strategy, calendar and implementation plan across program areas to ensure that all YGTA newsletters create awareness, drive program acquisition and retention, and tie back to the YGTA as a charity, and to the Association’s strategic priorities.
Leverages measurement tools to track ongoing effectiveness of digital content and identifies opportunities for improvement (channels, measurement, content etc).
Works with the Marketing and Communications Coordinator and Senior Graphic Designer to develop a visual content library.

Public Relations:

Works closely with the Senior Manager, External Communications, to support media relations activities as required including media outreach/response, onsite/event media management, key message development, measurement and processes.
Supports efforts to integrate media communications across Association channels including social media, speeches and charity newsletters.
Identifies and supports strategic award submissions and award communications.

Audience Engagement:

Leads the development and execution of ongoing programs to engage brand ambassadors and influencers that will help build and differentiate YMCA’s brand and reputation across the GTA.
Engages with, and effectively responds to direct communications and indirect conversations on social channels (through management of the DPT).
Supports internal and external communication and entrenchment efforts related to Masterbrand launch.

People Management Responsibilities:

Provides leadership to two direct reports by hiring, training, coaching, motivating, monitoring performance and appraising staff to achieve department objectives.

In addition, the Manager:

Demonstrates appropriate behaviours in line with our Mission, Vision and Values as reflected in our YMCA competencies; takes a member-focused approach to increase their understanding of programs offered across the Association. Represents the YMCA and the Association in a professional manner.
Ensures the health, safety and well-being of all children, youth and vulnerable people in YMCA programs. Commits to the professional responsibility of maintaining knowledge of legislation, policies and procedures, child and youth development and best practices to best serve and protect children, youth, and vulnerable people.
Understands the legal responsibilities and moral imperative to report suspected child abuse to Child Protection Services.
Understands the importance of the volunteer staff partnership and integrates the value of philanthropy and volunteerism in dealings with members, volunteers, donors and staff.
Other duties as assigned.
Qualifications
University Degree in communications, marketing, or a related area of study, or equivalent experience
Minimum 6 years’ experience in online communications and social media engagement, with advanced knowledge of how to leverage social media channels (including Facebook, Twitter, Instagram, LinkedIn)
Excellent communication skills, both verbal and written
Strong working knowledge of Microsoft Office products (Excel, Word, Outlook)
Knowledge of online content management systems, social media dashboards, and email marketing platforms
Knowledge of YMCA programs and services is an asset
Well-developed interpersonal, and relationship building skills; ability to establish rapport and excellent communication with members, staff and volunteers
Strong organizational, time management and multitasking skills
Demonstrated problem solving and conflict resolution skills in a fast-paced environment
Flexibility regarding assigned work schedule
Experience and sensitivity in dealing with members of different cultural and racial backgrounds, including visible and non-visible dimensions of diversity
This position requires the following Core Association Competencies: advanced competence in: Effective Interpersonal communication; Ethics and Self-Management; being Member Focused; Teamwork and Collaboration Fundamental competence in: Relationship Building and Partnering; being Results Focused; Valuing Diversity and Social Inclusion

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