National Director, Communications and Marketing

We are not accepting new applications at this time and are evaluating the candidates currently.

Full Time, Permanent Position

Position Summary: CMHA National Office seeks a change-maker who is passionate about using communications and marketing strategies to create a society that understands and fosters good mental health. Inspired by our Theory of Change and Nationwide Strategic Plan, we are looking for a creative leader who can work collaboratively with our federation and our National Office team to meet our strategic goals including a re-brand set to take place in 2023.

Reporting to the National CEO, our ideal candidate has broad knowledge and experience in strategic communications and marketing with a track record of creating impact and driving measurable results. The Director is a member of the Senior Leadership Team in the National Office but is also a leader across our federation of 80 Branches, Regions and Divisions. You understand and appreciate the African proverb: “If you want to go fast, go alone. If you want to go far, go together.”

The good mental health of Canadians is essential to our future success, and we’re looking for a Director who is willing and able to help bring mental health to the forefront.

About CMHA: Founded in 1918, the Canadian Mental Health Association (CMHA) is the most established, most extensive community mental health network in Canada. Through a presence in more than 330 communities across every province and one territory, CMHA provides advocacy and resources that help to prevent mental health problems and illnesses, support recovery and resilience, and enable all Canadians to flourish and thrive. Our vision is a Canada where mental health is a human right. CMHA has been chosen as one of Canada’s best places to work by Forbes magazine in 2021 and 2022.

The position:

• Advance and steward the CMHA brand:
  • Develop and implement integrated marketing and communications plans to advance CMHA’s brand identity, broaden and increase the visibility of its initiatives and build a strong public voice.
  • Lead nationwide brand planning, brand health assessment and rebrand projects.
  • Lead a process of change management with the federation to improve consistency in communications strategy, messaging, look and feel—so we act more like a collective and less like a collection.
  • Monitor trends and the marketplace for emerging mental health issues, sector and competitive brand activities. Identify potential crisis management issues and implement solution in a timely fashion.
  • Lead the management of the national website and social media channels.
  • Lead the development of organizational key messaging.
  • Lead the development of the National Ambassadors program.

• Build awareness and reach of Canadian Mental Health Association programming and initiatives:
  • Lead the creation of innovative, accurate and high-quality evidence-based marketing and communications materials that effectively drive traffic to CMHA and help achieve projected revenues, reach and engagement results.
  • Track and analyze overall program, social change and advocacy campaign communications and marketing initiatives. Plan and execute media campaigns and advertising buys. Track return on investment of media buys.
  • Provide leadership in the development of public education campaigns (i.e. CMHA Mental Health Week, Workplace Mental Health, Campus Peer Support) utilizing evidence-based models in collaboration with CMHA branches and divisions.
  • Lead the preparation of impact reports, special correspondence, donor briefings, key messages, speaking notes and other communications to ensure consistency of messaging.
  • Facilitate effective cross-functional teamwork with programs, workplace, fundraising, federation relations and operations.
  • Source and manage the use of external resources (e.g., public relations firms, advertising and marketing agencies, photographers, printers, digital media experts, graphic designers) to meet the marketing and communications needs of organizational programs and initiatives.
  • Lead development of effective quarterly editorial meetings, content strategy and editorial calendar to reflect the full breadth and scope of CMHA National’s work across all external communications including website, social media and quarterly newsletter.

• Inform and influence the public about mental health, mental illness and key issues:
  • Use the principles of behaviour change and social marketing to shift attitudes, behaviours and perceptions of those we reach or engage via earned, owned and paid communications channels.
  • Develop and execute marketing campaigns such as Mental Health Week to inform and influence the public about mental illness, mental health and how to take care of them.
  • Work with Director of Public Policy to influence and inform federal decision-makers and politicians about CMHA’s policy recommendations. Use the principles of content marketing to plan, develop and disseminate engaging content marketing materials such as copy, video and design elements and manage the CMHA website, social media channels, blog, public relations, media relations.
  • Provide direction in the development, research and writing of publications, magazine articles, media releases, backgrounders, and brochures.

• Provide strategic communications counsel to build capacity of the federation:
  • Work closely with the National CEO and senior leadership team to provide strategic communications counsel on all areas of the organization’s work. Lead and manage the membership, direction and activities of the national Strategic Communications Working Group.
  • Lead the development and dissemination of high-quality communications toolkits, media relations materials and templates, corporate graphics suite, social media terms of use, content strategy to guide communications of all 86 CMHA branches, regions and divisions on issues/campaigns of national importance.

• Lead an efficient, effective team of staff, vendors and partners to achieve strategic priorities on time and on budget:
  • Plan, prepare, and manage portfolio financial budgets. Develop and implement detailed monthly and annual work plans that align with CMHA’s strategic plan and manage workflow to ensure goals are met on time and on budget.
  • Work with leadership to build a culture of generosity, excellence, creativity and fun. Coach staff to achieve performance goals. Mentor staff to advance career goals, expand and develop skills, take on increasing levels of responsibility and produce high-quality work.
  • Source and manage the use of external vendors and contractors when required.
  • Manage performance issues, human resources needs and champion health and well-being of staff by managing workloads, clarifying strategic priorities and setting out workplans and budgets that are clear and achievable with the resources at hand.
  • Manage multiple and changing priorities in a matrix environment with competing stakeholder requirements. Interface with CEO office, internal finance and IT functions to effectively manage the department’s administrative processes. Write annual performance evaluations and ensure staff training and development.

Education:

• University or college degree in literature, PR, journalism, communications, marketing, health promotion or an equivalent combination of education, training, and experience.

Experience:

• 8-10 years working experience in strategic communications, public relations and marketing preferably in a multi-level organization within diverse communities.
• 5 years of experience managing and coaching people and teams.
• Demonstrable success in communications and marketing impact
• Mental health/healthcare experience an asset
• Bi-lingual (English and French) an asset

Knowledge:

• Expert knowledge of issues, trends and new technologies in strategic communications, marketing, media and public relations.
• Proficient with MS Office and other digital platforms and tools including CMS, social media, Google analytics, media monitoring software.

Skills:

• Excellent written and oral communications, interpersonal skills with a high degree of political acuity, able to effectively interact with media, government, community leaders and internal and external stakeholders.
• Coaching and management expertise, the capacity to develop and lead strategic plans, brand strategy, and a demonstrated commitment to team-building, responsive and proactive communications, staff development and stakeholder management.
• Strong relationship building skills, excellent analytical, research and organizational skills. Ability to build consensus, manage multiple stakeholder relationships and inspire confidence in both internal and external teams, including senior leaders.
• Resourceful, hands-on self-starter with a strong work ethic and a collaborative, team-oriented style.
• Strong oral and written French skills a strong asset; bilingualism preferred.

Compensation: $100,000 – $110,000 per year commensurate with experience and qualifications; along with benefits, a flexible work environment and a workplace culture committed to personal wellbeing and psychological safety.

Benefits: Dental care, extended health care, life insurance, vision care, employee assistance program, flexible schedule, paid time off (vacation, sick and work life balance days), wellness program, work from home, hybrid work. After one year, eligible for the pension plan.

Location: This position will be based at our office, located in downtown Toronto. To encourage collaboration and explore new ways of working, CMHA National supports a hybrid work model of 2 days in the office and 3 days working from home.

Working conditions:

• This is a full-time position, working standard office hours (currently 35 hours/week).
• This position functions in a normal office environment, using typical office equipment, with extended periods of sitting, telephone interaction and/or working at a computer and no unusual physical demands.
• Due to the public nature of this job, there may be some challenging contacts or situations from external stakeholders.
• CMHA National employees are required to be fully vaccinated against COVID-19 in accordance with our Vaccination Policy as a condition of being eligible for the recruitment process.
• Proof of COVID-19 vaccinations will be required. If you are not able to obtain COVID-19 vaccinations for a reason related to a protected ground of discrimination under applicable human rights legislation, you can request accommodation from CMHA National. · You can review conditions that may qualify for medical exemption to the COVID-19 vaccine here: Medical Exemptions to COVID-19 Vaccination

Are you a fit?

If you are interested in applying for the role, please submit a PDF copy of your resume and cover letter by Friday, April 22, 2022 to [email protected]. The subject line should mention “National Director, Communications and Marketing”. We thank you for your interest and please note that only those identified for an interview will be contacted.

To learn more about CMHA, visit: www.cmha.ca

CMHA is committed to our workforce reflecting the diversity of the communities within which we work. As such, we explicitly encourage applications from persons with disabilities, members of Black, Indigenous and racialized communities, people of all sexual orientations, gender identities and expressions, and others who may contribute to the diversity of our staff. We invite you to self-identify in your cover letter. Please let us know if you require accommodations throughout the application process