Senior Marketing Manager (Marketing)

POSITION OVERVIEW:

The Globe and Mail is seeking a Senior Marketing Manager to help shape how the next generation of Canadians discover and engage with one of Canada’s most influential media brands.  

Sitting at the intersection of audience development, brand marketing, content marketing and product marketing, this role leads initiatives designed to introduce new audiences to The Globe’s journalism, journalists and products, ultimately contributing to the company’s long-term digital subscription growth.  

The successful candidate will relish the opportunity to work collaboratively across all departments and own the planning and execution of integrated marketing campaigns that strengthen The Globe brand and drive awareness, trial and consideration of The Globe’s core products and features.

This role reports to the Senior Director, Marketing and Audience, and is supported by external creative agencies and two direct reports. This is an existing vacancy, and this position is a hybrid role based in Toronto.

RESPONSIBILITIES:

Grow New Audiences

• Develop the strategy and oversee execution of paid and organic marketing programs designed to increase qualified traffic, trial and consideration.
• Partner with the audience team to increase discoverability of The Globe’s content and brand across social, video and emerging platforms.
• Identify and capitalize on opportunities to attract new audiences through editorial features, sponsorships, events, partnerships and/or product experiences.

Lead Brand Marketing Initiatives

• Own the planning and execution of integrated marketing campaigns that strengthen and differentiate The Globe brand in the marketplace.
• Translate editorial priorities and major news moments into compelling marketing opportunities, showcasing the value of Globe journalism and the expertise of our journalists.
• Act as a steward of The Globe’s brand guidelines, leading the organization on best practices and upholding our high standards.

Bring Product Stories to Market

• Lead go-to-market strategies for new product features, experiences and audience-facing innovations, developing positioning, messaging and launch strategies.
• Work closely with Product, UX and subscriber engagement teams to identify and communicate user benefits that resonate with prospective audiences.

Measure and Optimize Performance

• Establish clear goals and KPIs for all initiatives.
• Analyze campaign performance and audience behaviour to identify insights and optimization opportunities.
• Use audience, platform and marketing and research data to inform future strategy and investment decisions.

What You'll Gain

• The opportunity to shape the future growth of one of Canada's most respected media organizations;
• Ownership of initiatives that span audience growth, brand marketing and product marketing;
• The chance to work alongside award-winning journalists and bring impactful journalism to new audiences;
• Exposure to emerging technologies, evolving consumer behaviours and digital subscription strategies;
• Significant visibility across the organization and opportunities to develop as a marketing leader;
• The ability to make a measurable impact on both business performance and Canadian public discourse.

QUALIFICATIONS:

• 7+ years of experience in audience development, growth marketing, brand marketing, content marketing or product marketing.
• Experience leading and developing a small team, including oversight of sponsorship marketing or partnership initiatives.
• Proven success driving measurable audience growth to support sales acquisition.
• Strong understanding of digital audience behaviour, content distribution and platform ecosystems, with a demonstrated interest in new technology and AI.
• Experience leading integrated marketing campaigns across multiple channels, leveraging data and insights to guide decisions.
• A strong interest in current events, business and investing news, and political coverage.
• Experience in media, publishing, subscriptions, technology or content-driven products.

SALARY:The base salary for this role ranges from $101,600 to $127,000 per year. Placement within this range depends on a candidate’s level of experience, technical skills, and alignment with the role’s requirements. Candidates who have been identified as meeting the role’s requirements can expect to be near the midpoint of this range, while the upper end is reserved for those with specialized expertise or a strong track record of success in comparable roles. This role may be eligible for The Globe’s Annual Incentive Plan, which is based on a combination of corporate and revenue objectives and rewards individual performance.