Basic Function: Reporting to the CEO, this member of the senior management team is responsible for the leadership and strategic planning function of all aspects of the Marketing, Communications & Partnerships Division, including marketing, revenue generation as well as overall responsibility for corporate communications, events and public relations.
Directs and manages the operations of assigned branches (Marketing, Public Relations & Events, Business Development), developing goals and objectives for these areas while ensuring efficient utilization of their human and financial resources to achieve established performance objectives.
Leads the development of new innovative programs and enhancements to existing programs, visitor experience, attractions, activities and events through the research and assessment of new technologies, opportunities, and potential for changes to existing operations which generate new revenue streams, increase attendance levels and expands its visitor base. Leads the research of programs at other institutions and industry applications for possible development, introduction and implementation at the Toronto Zoo.
Provides direction and leadership for the development and implementation of innovative marketing (e.g. digital/social media etc.), promotion, communication, brand and sales strategies, media and public relations, sponsorships and community partnerships, plans and tactics and provides leadership and expertise to the CEO, colleague Executive Directors and management to build the profile and image of the Toronto Zoo and to generate excitement, recognition and acclaim as a leading conservation, and tourist destination in Canada.
Directs marketing, communication, sales and administration of business development initiatives and programs including the development and execution of marketing and promotional strategies (e.g. database management, customer relationship management, loyalty programs etc.), the planning and management of cultivation and sales strategies (e.g. group/corporate sales, memberships, packages, promotions), planning and management of major events (e.g. contests, partnered events, sponsorship events). Works closely with colleague Executive Directors and third party advisors to direct all marketing initiatives.
Actively contributes to the Toronto Zoo's strategic planning and decision making activities and creates an operating environment that supports and successfully meets the Toronto Zoo's mission, vision and strategic goals. Works with various committees of the Board of Management and attends Board Meetings to provide strategic expertise and presentations on various strategic initiatives and partnerships. Lead and/or participates on various internal and external committees to represent the Division and/or Toronto Zoo.
Works with colleagues on the senior management team to develop strategies and plans to achieve greater efficiency and sustainability including attracting new visitors and increasing attendance, delivering on future business and product development, increasing volume of sales, energizing management capacity, operations and financial outcomes and enabling new net revenues.
Directs the development of a performance measurement system including program evaluations and key performance indicators. Works with colleague Executive Directors and managers in defining performance measurements and analyzing programs against business goals and priorities.
Provides leadership, motivation and management of staff comprised of full-time, part-time and seasonal employees. Oversees and ensures fair practices in hiring, assigning work, reviews, approving performance, training, handling disciplinary issues and labour relations issues. Promotes and ensures compliance with Occupational Health and Safety standards, Human Resources policies etc.
Serves as the Zoo spokesperson, promoting a positive image of the Zoo with sound issue management and public relations acumen.
Builds strong relationships with the media, other attractions, business partners, stakeholders, and the general public, through various communication vehicles.
Oversees the preparation of and administers the annual budget for the division.
Conducts special projects and prepares reports as required by the CEO.
University degree in a business/marketing-related discipline, or an equivalent combination of training and experience.
A strong administrative background with a minimum of five years experience at the management level in a major public or private sector organization.
A thorough knowledge of marketing programs (i.e. social media/digital etc.), public relations and communication techniques and leverage partnership development.
A proven ability to effectively direct and motivate management level personnel.
Well developed interpersonal and communication skills, with the ability to speak confidently in public.
An ability to effectively plan, organize and administer complex assignments.
Sound judgement in the areas of marketing, public relations, customer service and partnerships.