Job Description

Company Description:

RMHC Canada is the national foundation of support for 34 RMHC programs across Canada - 16 Ronald McDonald Houses and 18 Ronald McDonald Family Rooms. In an average year, these programs support more than 26,000 families with sick children each year - keeping families close to each other, and close to the heath care their child needs. We are grateful to our founding and forever partner, McDonald’s Canada, for their enduring commitment to, and support of, our mission.

Job Description:

Position title: Senior Manager, Brand Marketing       
Department: Ronald McDonald House Charities Canada
Position band: Management / Advisory (Global Grade 4)
Reports to: Director, Integrated Brand Engagement
Type of position: Full time, permanent
Direct Reports: 3

Role Overview
The Senior Manager, Brand Marketing role is a full-time opportunity, reporting to the Director, Integrated Brand Engagement. The Senior Manager, Brand Marketing, will be accountable for the planning and implementation of multi-channel and multi-audience marketing strategies and programs with a focus on increasing RMHC’s national brand awareness, understanding, relevance, and giving. This position is based in Toronto.

Principal Accountabilities
In addition to following McDonald’s policies and procedures, principal accountabilities include, but are not limited to:

Brand Marketing 

  • Partner with the Director of Integrated Brand Engagement on the development of RMHC Canada’s overall Marketing Strategy
  • Leading a team of three direct reports, oversee and execute RMHC Canada’s brand campaigns throughout the year with a focus on driving mission revenue, relevance, awareness and understanding
    • This includes overseeing and inputting into program briefs and working with/managing multiple agency partners through the creative process and program execution
    • Oversee and provide strategic input across all aspects of multi-channel marketing and media strategies across digital, social, TV, radio, print, etc.
  • Fearless leadership with the ability to bring new and bold ideas forward to promote the RMHC brand, and drive giving, with a primary focus on digital and mass channels
  • Ability to develop, and execute, unique marketing and brand strategies built to optimize online and digital campaign engagements - including through tactics and tools such as CRM, SEO, online fundraising, etc.
  • Responsible to grow, pivot, and convert donors through online (website) giving campaigns with strategic insights
  • Responsible for mapping out RMHC Canada’s online donor journey through key touch points (McDonald’s, Online Donors, National Mission Partners, etc.)
    • Ensure the RMHC brand is being consistently communicated across multi-channels and touch points to ensure effective communications for a mass audience
  • Advise on overall marketing channel measurement, in partnership with the team
  • Partner with Director of Integrated Brand Engagement , and Insights team, to advance Industry and Consumer Research, as well as KPI and measurement best practices
  • Mentorship and oversight to marketing and brand team members
  • Partner with RMHC Regional Chapters to advise on strategy of local marketing initiatives and provide feedback, guidance and direction as needed

McDonald’s Partnership

  • Act as a strategy partner to RMHC Canada’s largest donor - McDonald’s Canada - to amplify and find new opportunities to promote key restaurant giving mechanics including Cashless Giving (Round Up), Coin Box Donations, Happy Meal, RMHC Cookie, and McHappy Day
  • Cultivate and maintain strong relationships with key senior stakeholders within the McDonald’s business as our largest and most influential donor partner to maintain current RMHC opportunities, while using insights and data to build new strategies for future fundraising opportunities with McDonald’s franchisees, crew, and guests across Canada
  • Act as a senior advisor on the RMHC Canada team to thoughtfully share the RMHC mission across all McDonald’s departments
  • Manage and co-lead extremely robust program eco-systems for some of McDonald’s Canada’s largest programs and fundraising initiatives (ie. McHappy Day)
  • Support with driving McDonald’s Canada brand trust objectives through targeted marketing strategies
  • Act as a trusted partner and point of contact for McDonald’s programs that require RMHC integration, as well as for other RMHC collaboration and/or inquiries (ie. RMHC x Monopoly)
  • Experience: Proven marketing experience in a relevant role; agency, corporate, brand and/or non-profit marketing experience is an asset
  • Knowledge: Strong understanding of media targeting insights, optimizations, and strategies
  • Digital Marketing: Strong understanding of digital marketing tools, including the ability to understand and leverage analytics to identify trends, set goals and report on digital performance
  • People management: people management experience with a keen interest and ability to develop direct reports into a high-performing team
  • Communications: Outstanding written and verbal communication skills, and a thorough understanding of how to market to multiple stakeholder audiences with tact and diplomacy
  • Relationship-building: Strong interpersonal and relationship-building skills and proven ability to work with multi-disciplined teams
  • Analytical: Strong analytics background and ability to understand key marketing metrics and KPIs combined with experience distilling data and building strategies specific to donor acquisition and retention
  • Project Management: Organized, resourceful, with excellent multi-tasking and prioritizing skills, and the ability to work within tight deadlines while still maintaining a high level of accuracy and attention to detail
  • Agility: Proven ability to adapt quickly to a fast-paced environment and lead/support multiple high-priority projects with senior stakeholders, including agency partners
Additional Information:

McDonald’s Canada and Owner/Operators are committed to a diverse and inclusive workplace for all. Our workplaces have a long-standing policy of providing fair, equitable, and accessible opportunities for all employees and prospective employees. Accommodations during the application process are available upon request. 

Application Instructions

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