At Maple Leaf Sports & Entertainment Partnership (MLSE), we are committed to creating an inclusive workplace that is representative of our community and where all employees feel they belong and can reach their full potential. We are Canada’s preeminent leader in delivering top quality sport and entertainment experiences and one of North America’s leading providers of exceptional fan experiences. We are the parent company of the National Hockey League’s Toronto Maple Leafs, the National Basketball Association’s Toronto Raptors, Major League Soccer’s Toronto FC, the Canadian Football League’s Toronto Argonauts and development teams with the Toronto Marlies (American Hockey League), Raptors 905 (NBA G League), Toronto FC II (MLS NEXT Pro League) and Raptors Uprising Gaming Club, the Toronto Raptors Esports franchise in the NBA 2K League.  

MLSE owns and/or operates all the venues our teams play and train in, including Scotiabank Arena, BMO Field, Coca-Cola Coliseum, Ford Performance Centre, BMO Training Ground, and OVO Athletic Centre. We also provide fans in Toronto with incredible live music and entertainment events, as well as exceptional culinary experiences through our restaurants (e11even and RS) and clubs (Hot Stove Club, ScotiaClub and Platinum Club). Through MLSE Foundation, we have invested more than $45 million into Ontario communities since 2009 and with MLSE LaunchPad, we provide a place where youth facing barriers use sport to recognize and reach their potential. 

We achieve all of this through our Common Purpose - to unite and empower our employees to create extraordinary moments for our fans and each other. Come be a part of the team.

As the Manager, Digital Campaigns & CRM/Email Strategy, over the contract period, you will supervise customer relationship management (CRM) and performance marketing. You will have a direct report and a trusted agency partner dedicated to CRM: visioning and driving our established strategy and end-to-end execution for email. You will have a trusted media agency and collaborators across the department to chart a new path for performance marketing – we index heavily on paid social campaigns as they are our most effective channels for growing revenue. You will also work closely with a potential new vendor on SMS marketing as we establish this channel. Your purview extends across all of our properties: Toronto Maple Leafs, Toronto Raptors, Toronto FC, Argos, Raptors 905, Toronto Marlies, LIVE (Scotiabank Arena), and Real Sports Apparel. You will be mentored, developed, and led directly by the Director, Marketing Strategy.

Responsibilities:

• Lead thought leadership and centralized management approach for performance marketing in the MarComm department and organization wide.
• Lead paid media agency relationship to ensure smooth operation and collaboration between stakeholders and optimized paid media spend.
• Champion a performance marketing perspective and guiding principles to drive fan value (higher engagement) and conversion (revenue growth) with a transparent approach to strategy, planning, and communicating efficiency of campaigns.
• Drive process improvements for briefing, collaboration, socialization of reporting/takeaways, and inspiration for performance marketing and email marketing.
• Grow email channel performance through effective strategy, content, segmentation, and personalization to achieve business objectives.
• Mentor and manage a seasoned direct report who is primarily focused on email and SMS marketing discipline, while supervising their growth opt-ins through acquisition and engagement campaigns.
• Support Marketing and cross-functional team in establishing and operationalizing SMS as a core 1:1 communications channel.
• Be a driver of MLSE’s fan and customer data strategy with the CRM and Business Analytics teams.
• Contribute ideas and perspectives to constantly improve of MLSE’s use of Salesforce Marketing Cloud.
• Develop and socialize greater understanding of our fans from the data that’s provided in Salesforce, StellarAlgo, and platforms like Ticketmaster.
• Collaborate with the CRM team to brief, manage, test, and deploy new tools, automations, and/or capabilities to support process efficiencies and improvements. Establish testing criteria and approaches to drive innovation in our thinking and execution.
• Work closely with other stakeholders to onboard our new Customer Data Platform, StellarAlgo.
• Understand and be a great partner between different internal stakeholder groups to understand business needs and counterbalance with a fan-centered perspective.
• Lead budget management to ensure smart spending that enhances ROI.
• Accountable for the quality, success, and value provided by our agency partners. Within CRM & loyalty agency that is responsible for email development, QA testing, reconciliation of campaign units, and reporting. Media strategy & solutions agency that is responsible for media strategy, media planning, campaign building, deployment, optimization, reporting.
• Bring an inclusive approach to their work, interacting effectively and respectfully with individuals of all backgrounds and lived experiences thereby ensuring an inclusive climate where every member of the MLSE community feels validated, seen, accepted, and integrated.
• Monitoring of vital components of CASL, PIPEDA, and anti-spam legislation as it evolves so all our practices remain compliant and effective.

Duration of Contract: 12 Months 

Note: Before reviewing the qualifications listed below, we want you to know that we understand you may not meet all the qualifications described and have other relevant expertise and experience. We invite you to please share this with us in the "Message to the Hiring Manager" section of our online application.

• Current or previous digital marketing experience within growth and/or performance marketing.  You are experienced in devising paid campaign executions and experimentation. Experience developing first-hand paid media campaign strategy, planning, and deployment experience is a big asset.
• Current or previous experience within email marketing with a detailed understanding of standard processes, database management, and the design and deployment of a variety of campaign types.
• Familiarity with Salesforce Marketing Cloud and experience pulling data or insights, campaign deployment, and ability to build customer segmentation.  
• Strong understanding of the use of SMS for marketing.
• Experience managing large budgets and revenue goals, with the analytics skills to synthesize significant amounts of sophisticated data to advise and optimize campaigns.
• Experienced user of the Microsoft Office Suite (Word, Excel, Powerpoint), previous Airtable, and/or Trello experience is an asset.
• Human-centred marketing skills that put the user/consumer/fan/spectator at the centre.  Knowledgeable of the customer journey design, build, and management.
• Familiarity with creative design approaches with a keen eye for detail and the skillset to appreciate our brand's different tones and visual language.
• Ability to thrive in a high-growth, fast-paced environment managing multiple competing priorities with exceptional organizational skills.
• Available to work evenings and weekends as the need arises.
• A positive approach, incorporating integrity, confidentially, and discretion.

We ask that you please submit a cover letter along with your application.

Apply by: January 25th 2024 

We thank all applicants for their interest, however, only those selected for an interview will be contacted. 

At MLSE, we are committed to building an equitable, diverse and inclusive organization. We are an equal opportunity employer and we do not discriminate on the basis of race, religion, color, national origin, sex, gender, gender expression, sexual orientation, age, marital status, veteran status, or disability status. MLSE will provide reasonable accommodation for qualified individuals with disabilities in the job application process. If you have difficulty using our online application system and you need an accommodation due to a disability, please email [email protected]. Please note this email is only for accommodation requests. Resumes sent to this email address will not be considered.