Director Fido Brand – Rogers

At Rogers, we connect Canadians to a world of possibilities and the memorable moments that matter most in their lives. Every day we wake up with one purpose in mind. To bring loved ones together from across the globe. To connect people to each other and the world around them. To help an entrepreneur realize their dream. A sports fan celebrate a special moment.

Because we believe connections unite us, possibilities fuels us, and moments define us.

Reporting to the Vice President, Brand, The Director, Fido Brand will be responsible for building a strategic vision for the Fido Wireless brand, ensuring the strength of execution to deliver both short term and long-term customer and business results. In this regard, they will be a change leader and will ensure the organization is focused on clarity, simplicity and consistency in all customer-facing communications. In addition, they will build effective cross-functional relationships throughout the organization, particularly with the Fido Wireless business and Customer Base Management partners and the broader Brand team to coordinate tactics and strategies, and to collaboratively develop and execute the Fido Wireless story.

Strong leadership skills and a passion for team member development is a must. The successful candidate has a history of build strong teams, empowering team members to own and drive their portfolios and maintaining a clear focus on team member growth and career planning.
The successful candidate must have demonstrated the ability to drive growth through leveraging customer analytics and possess strong business acumen with a track record of delivering meaningful results, understanding the drivers of the P&L to ensure the proper trade-offs are being made. They understand the importance of putting the customer at the heart of everything we do and must have superior capabilities in brand strategy development as well as working with their team to drive sound execution. The ideal candidate must have exceptional communication, relationship building, influencing and analytical skills, and will be the brand and customer advocate across the organization, ensuring all customer initiatives are measured, tracked and analyzed for ROI.

What you will do:
• Drive, gain alignment and deliver annual and quarterly brand plans for Fido wireless
• Develop full brand/marketing campaign plans for Fido wireless, including detailed Brand/marketing advertising calendars (mass and targeted) across all touchpoints
• Establish brand objectives (both short- and long-term) and KPIs and track campaign performance
• Lead campaign positioning and all launch activity for new product and service launches
• Lead all creative development to support quarterly brand, Preference and Conversion-driven campaigns for both mass and targeted activities, across all consumer and customer touchpoints
• In partnership, steer the prioritization and development of large and small initiatives, including strategic partnerships, tactical offers and innovation opportunities
• Build strong and collaborative partnership with our Agency of Record in order to deliver strategic and well executed brand communications
• Serve as conduit for Brand Insights team with Fido wireless marketing teams to ensure insight- led campaigns, product development and offer generation
• Work closely with the Retail merchandising team on how Fido wireless and brand stories come to life in Retail
• Build CRM communication strategy with Base Management team that drives revenue and loyalty
• Leverage business analysis, segmentation and market data to ensure plans are insightful and strategic
• Responsible for any product/service/pricing naming and communication requirements
• Track and provide insight around campaign and market performance
• Build consistency of brand across all touch points
• Ensure appropriate budgets and media plans are developed to deliver optimal efficiency across all Fido wireless to deliver business results
• Manage annual media and production budgets across the full Fido wireless portfolio
• Manage agency partners to deliver best in class work on budget

What you bring:
• 10+ years’ experience in marketing and Brand Management
• Experience leading a high performing team
• Strong strategic thinker with experience leading brand definition, planning, and execution
• Experience using research to drive insights that lead to business actions and outcomes
• Strong influencer, skillful collaborator and leader among peers
• Proven experience in successfully managing complex organizational structures and relationships
• Proactive self-starter who will comfortably move forward in the face of ambiguity
• Ability to lead a high-functioning team in a fast-paced work environment
• Proven track-record of developing and delivering integrated, multi-channel business marketing
• Superior communication skills – written and oral (in both official languages)
• Passionate and hard-working with a profound desire to challenge the status quo and push forward

Schedule: Full time
Shift: No Selection
Length of Contract: Not Applicable (Regular Position)
Work Location: 800, Gauchetiere O, Bureau 4000-Fido(182), Montreal, QC
Travel Requirements: Up to 25%
Posting Category/Function: Marketing & Marketing Communication
Requisition ID: 209042

Together, we’ll make more possible, and these six shared values guide and define our work:

Our people are at the heart of our success
Our customers come first. They inspire everything we do
We do what’s right, each and every day
We believe in the power of new ideas
We work as one team, with one vision
We give back to our communities and protect our environment

What makes us different makes us stronger. Rogers has a strong commitment to diversity and inclusion. Everyone who applies for a job will be considered. We recognize the business value in creating a workplace where each team member has the tools to reach their full potential. At Rogers, we value the insights and innovation that diverse teams bring to work. We work with our candidates with disabilities throughout the recruitment process to ensure that they have what they need to be at their best. Please reach out to our recruiters and hiring managers to begin a conversation about how we can ensure that you deliver your best work. You matter to us! For any questions, please visit the Rogers FAQ.

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