Senior Vice President, Marketing

  • 620 King St W, Toronto, ON M5V 1M6, Canada
  • Full-time
  • Full-Time/Part-Time: Full-Time

Company Description

Current Indigo employees should apply through the Internal Mobility page using your email address.

Dedicated to telling stories and creating experiences, Indigo is always looking for bright, energetic and customer-focused people who can help bring our exciting mission to life in one of our more than 150 Indigo, Indigospirit, Chapters and Coles stores across Canada. We offer a variety of exciting opportunities at our retail stores, distribution centres, and home office for people who share our passions and want to be part of a dynamic and enriching culture.


  • We love books and all things beautiful
  • We are Canada’s Cultural Department Store
  • Books are our heart and our soul and Great Books are JUST the Beginning…

We play by the following rules:

  • We exist to add joy to our customers’ lives each and every time they interact with us and our products
  • Our job is to create joyful moments for our customers
  • We treat each other the way we’d treat a valued friend
  • We inspire each other to do our best work
  • We seek to ignite creativity and innovation every day
  • We give back to the communities in which we operate

Job Description

The Senior Vice President, Marketing is accountable for leading the overall customer connection driving frequency, sales growth, loyalty, social engagement, press engagement, and NPS through brand-enhancing experiences including the strategic marketing calendar (storytelling), compelling content, integrated marketing campaigns (owned and external), author/creator partnerships, agency partnerships, and public relations within all Indigo channels.


  • Set overall functional strategic plan in support the Indigo strategy by developing long-term departmental plans (3-5years)
  • Maintain a high level of strategic foresight by identifying customer and business needs, and adjusting departmental and team objectives accordingly
  • Develop and drive all customer facing marketing campaigns, in partnership with the external agency and internal Creative Team, leveraging an optimized multimedia mix and delivering on objectives in all channels
  • Develop and lead the Strategic Marketing Calendar (Storytelling) for the organization
  • Develop and lead the modernization of the Indigo Brand and Content Revolution by introducing and amplifying ‘Life, On Purpose’
  • Develop and lead Corporate Communications including business, trade, and mass
  • Leads the Brand Marketing strategy through impactful storytelling that clearly articulates Indigo’s identify, defines the brand, and represents the brand values  
  • Leads the Corporate Communications and PR strategy that thoughtfully articulates and orchestrates external integrative communications, linking stakeholders to the organization
  • Leads the Loyalty strategy through effectively growing and retaining existing customers, building trust, turning satisfied clientele into delighted brand advocates  
  • Leads the Editorial & Social Media strategy to effectively grow the business and brand by strategically creating content, ads, and engaging with the target audience on different social media platforms
  • Lead the development of the 360 customer centric campaigns to ensure communication messages breakthrough and resonate with customers in both English and French Canada
  • Infuse innovation and different thinking into all go to market strategies
  • Ensure the execution of team deliverables and adapt team priorities based on changing needs
  • Set/adhere to team budgets, as applicable
  • Act as an advocate for the customer by placing them at the forefront of all design and decision-making processes
  • Embrace and seek out technology that creates high tech and high touch solutions for Indigo’s customers
  • Proactively identify and anticipate customer expectations and needs
  • Challenge the status quo by consistently identifying areas for improvement, diagnosing issues and working to resolve them
  • Build strong teams by attracting and developing the best talent
  • Bring out the best in others, empower and constructively stretch talent
  • Give authentic feedback on performance and potential
  • Ensure all team members understand where they stand and have clear performance objectives aligned with Indigo and department goals
  • Accountable for the overall engagement, productivity, turnover and bench strength of the team
  • Responsible for the creation and maintenance of a talent succession plan
  • Collaborate with others to drive flexible and iterative solutions, quickly and easily
  • Share technical knowledge with others and actively seek to learn from those more knowledgeable than yourself
  • Help others see the impacts of their efforts and proactively engage other functions to get input
  • Encourage others to freely share their point of view and be open to feedback
  • Model Indigo’s beliefs and convey a positive image in everything you do
  • Celebrate diversity of thought and have an open mindset
  • Take an active role in fostering a culture of continual learning, taking risks without the fear of making mistakes
  • Embrace, champion and influence change through your team and/or the organization



  • Degree in Business, Communications, Marketing, or a related discipline
  • 10+ years of progressive marketing experience in top tier retail, CPG, hospitality, or media
  • Integrated marketing experience leveraging storytelling/connection in bilingual (French/English) customer-centric organizations
  • Capacity to see things at both a strategic and operational level as required
  • Customer centric approach in all capacities
  • Extensive knowledge of best-practices for marketing in all forms
  • Demonstrated ability to develop effective and collaborative relationships across the organization in pursuit of corporate goals
  • Ability to create partnerships and influence outcomes, utilizing effective communication skills and change management practices
  • Commercially oriented, data-driven decision-maker with analytic skills, sound judgement, creativity, and a proactive approach to identifying and assessing opportunities
  • Bilingual (French/English) is an asset

Additional Information

At Indigo, we are committed to our communities, our customers, and each other; together we can make a positive impact. We know that fostering diversity and inclusion brings out your full potential and creates a joyful and welcoming environment for everyone. We are driven to be an equitable employer, which highly values your diverse backgrounds, experiences, and perspectives. We believe that you, in all your uniqueness, belong at Indigo. We welcome all applicants and encourage applications from individuals who identify as Black, Indigenous, a person of colour, LGBTQ2+ and people with disabilities. Accommodations are available upon request to individuals who self-identify as having a disability or special need. Please contact Human Resources at [email protected] if you require an accommodation at any time during the recruitment process.