Vice President, Growth & Product Strategy

Key Responsibilities

The Vice President, Growth & Product Strategy, reporting to the CEO and serving as a member of the Executive Leadership Team, defines and leads HRPA’s growth strategy to drive sustainable revenue growth and expand market impact. The role is accountable for integrating marketing, product and program development, partnerships, and revenue channels to grow membership and diversify non-dues revenue.

The VP owns the performance and optimization of HRPA’s portfolio of products and programs—including events, professional development offerings, partnerships, and digital platforms—ensuring offerings are aligned with member needs, effectively positioned in the market, and delivered to maximize participation, impact, and revenue, with accountability for overall portfolio performance and revenue contribution.

Leadership & Organizational Strategy

As a member of the Executive Leadership Team, you will define and lead HRPA’s growth and product strategy, contributing to enterprise priorities and long-term direction. You will build and lead a high-performing team, ensuring strong alignment, accountability, and execution across marketing, product, partnerships, and communications.

Growth & Product Marketing

You will lead HRPA’s growth and product marketing strategy, including full ownership of the product and program portfolio lifecycle and performance. Using data and market insights, you will shape positioning, audience strategy, and go-to-market approaches to drive membership growth, engagement, and revenue.

Business Development & Partnerships

You will lead business development and partnership strategies to expand revenue and market reach. This includes developing strategic collaborations, sponsorships, and new revenue streams, while strengthening HRPA’s value proposition through meaningful partnerships and contributing to overall portfolio growth and revenue diversification.

Events & Education

You will provide strategic oversight of HRPA’s events and professional development portfolio, ensuring offerings are relevant, high-quality, and financially sustainable. You will drive innovation in event experiences and learning programs to meet evolving member and market needs, while optimizing participation, pricing, and margin performance.

Public Affairs & Communications

You will lead HRPA’s communications, public relations, and thought leadership strategy to enhance visibility and influence. This includes supporting CEO communications, managing key external relationships, and shaping HRPA’s voice on issues impacting the HR profession.

What You’ll Do:  

Reporting to the CEO and serving as a member of the Executive Leadership Team, the Vice President, Growth & Product Strategy defines and leads HRPA’s growth strategy to expand membership, strengthen market relevance, and diversify non-dues revenue. The role owns the strategy and performance of HRPA’s portfolio of products, programs, and partnerships, ensuring offerings deliver strong member value and sustainable revenue growth.

Leveraging data-driven insights, market intelligence, and strategic partnerships, the Vice President drives the optimization of HRPA’s marketing, product, and go-to-market strategies to expand reach, deepen engagement, and maximize the impact of HRPA’s offerings.

Leadership & Organizational Strategy

• Serve as a member of HRPA’s Executive Leadership Team, contributing to organizational strategy and decision-making.
• Lead and develop a high-performing, multidisciplinary team across marketing, product, partnerships, and communications.
• Oversee planning, budgeting, and resource allocation to support growth priorities.
• Foster cross-functional collaboration to ensure alignment across product, marketing, and revenue initiatives.

Growth & Product Marketing

• Define and lead HRPA’s growth and product marketing strategy, integrating product portfolio, marketing, and revenue objectives.
• Own the revenue strategy across HRPA’s product portfolio, including events, professional development, partnerships, and digital offerings.
• Lead HRPA’s marketing, brand, and audience strategy to drive awareness, engagement, and conversion across all offerings.
• Oversee digital and performance marketing strategies, including acquisition, retention, and funnel optimization.
• Use data, market insights, and member analytics to refine audience segmentation, positioning, and go-to-market strategies.
• Ensure all products and programs have a clear value proposition, defined audience, and measurable growth and revenue targets.

Business Development & Partnerships

• Lead the development and execution of HRPA’s business development and partnership strategy to expand revenue and market reach.
• Identify and pursue new revenue streams, including sponsorships, advertising, commercial collaborations, and digital platforms.
• Develop and manage strategic partnerships with associations, institutions, regulators, and industry organizations.
• Oversee membership-related revenue opportunities, including partnerships, perks, and job board monetization (e.g., HireAuthority.ca).
• Evaluate and structure partnership opportunities to ensure alignment with HRPA’s strategic objectives and revenue goals.
• Establish frameworks to assess partnership performance, ROI, and long-term value.

Events & Education

• Provide strategic leadership for HRPA’s events and professional development portfolio, including conferences, certification programs, webinars, and microcredentials.
• Define event and product strategies, including positioning, pricing, packaging, and go-to-market approaches.
• Ensure events and learning programs deliver high-quality experiences, strong participation, and sustainable revenue performance.
• Oversee the development and evolution of continuing professional development offerings to meet market demand and member needs.
• Drive innovation in event formats, delivery models (in-person, virtual, hybrid), and product design.
• Ensure effective execution and delivery frameworks that support scalability, quality, and operational efficiency.

Public Affairs & Communications

• Lead HRPA’s corporate communications, public relations, and thought leadership strategy to enhance visibility, credibility, and influence.
• Develop and oversee CEO communications and executive positioning, supporting key stakeholder and public engagements.
• Manage relationships with media, government, and external stakeholders to strengthen HRPA’s voice and advocacy efforts.
• Monitor developments in HR practice, legislation, and the regulatory environment to inform communications and advocacy strategies.
• Oversee the development of key corporate communications assets, including the Annual Report, industry insights, and thought leadership content.
• Translate complex data, policy, and research into clear, compelling messaging for diverse audiences.

 
Qualifications We’re Excited About:
Education: A university degree in a related field or equivalent post-secondary education combined with significant relevant experience

Experience & Qualifications:

• Minimum 10 years of progressive leadership experience in marketing, product management, business development, or revenue-generating programs.
• Minimum 10 years of people leadership experience at the Director level or above, including at least 2 years in an executive role (VP or equivalent).
• Experience balancing revenue growth objectives with member value and organizational mandate in a member-based, not-for-profit, regulatory, or similarly complex stakeholder environment is strongly preferred.
• Demonstrated experience managing a portfolio of products or services with revenue and profitability accountability.
• Proven success in developing and executing growth, marketing, and go-to-market strategies across multiple channels.
• Strong data-driven decision-making capabilities, including experience using analytics to optimize marketing performance, product offerings, and market segmentation.
• Experience working in complex, resource-constrained environments with competing priorities and tight timelines.
• Strong understanding of consumer behaviour and market insights to inform marketing and growth strategies.
• Exceptional written, verbal, and presentation skills, with the ability to communicate complex ideas clearly to diverse audiences and represent the organization publicly.
• Proven leadership, strategic thinking, and business development capabilities, with the ability to lead cross-functional initiatives and deliver measurable results.
• Experience working in a not-for-profit or association environment is considered an asset.
• Professional designations such as Chartered Marketer (CM) or Accredited in Public Relations (APR) are considered assets.
• Bilingualism (English/French) is an asset.

Technical and Professional Skills

• Proficiency with CRM, marketing, and analytics platforms (e.g., HubSpot, Google Analytics, Microsoft Dynamics, SharePoint, Office 365) and familiarity with integrated digital ecosystems.
• Ability to translate complex data and insights into clear, actionable strategies and communications to inform product, marketing, and growth decisions.
• Experience managing budgets, performance reporting, and revenue targets across a portfolio of products, programs, or services.

Leadership Attributes

• Strategic, entrepreneurial mindset with a focus on growth and innovation and continuous optimization.
• Strong relationship builder with the ability to influence stakeholders and cultivate partnerships.
• Demonstrates integrity, accountability, resilience, and a commitment to inclusion, diversity, equity, and accessibility (IDEA).

What’s in it for you? Joining HRPA means being part of an inclusive culture that celebrates diversity and values every unique perspective. We’re dedicated to providing equitable opportunities for growth and creating an accessible workplace where everyone can contribute their best work. You’ll enjoy the freedom to innovate, a flexible work environment with the option for remote work, and you'll be working alongside a passionate and supportive team in a collaborative setting.

Ready to take the leap? If you’re inspired by our vision and excited about bringing fresh ideas to the table, we’d love to hear from you!

Position Title: Vice President, Growth & Product Strategy

Location: Toronto, hybrid
Type: Full-Time
Existing Vacancy: Yes

About us: The HRPA supports HR professionals in Ontario and enables organizations to unlock the human potential that exists in their workplaces. Serving a community of over 25,000 members and students across Ontario, we strive to empower HR professionals. With a core commitment to Inclusion, Diversity, Equity, and Accessibility (IDEA), we support each member with the tools, knowledge, and community they need to lead and transform workplaces across Ontario.

We have embarked on an ambitious new strategy and vision and are seeking a strategic executive leader to join our Executive Leadership Team as Vice President, Growth & Product Strategy.

We are an Equal Opportunity Employer. In accordance with the Accessibility for Ontarians with Disabilities Act, 2005 and the Ontario Human Rights Code, the company will provide accommodation throughout the recruitment, selection and/or assessment process to applicants with disabilities. If selected to participate in the recruitment, selection and/or assessment process, please inform the HR Department of the nature of any accommodation(s) to ensure your equal participation.