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About the Role
We are looking for a strategic and insights-driven Senior Brand Specialist to help shape and evolve the LifeLabs brand, building trust, strengthening connections, and creating meaningful experiences for Canadians. This role influences how millions of Canadians experience our brand across various touchpoints.
Responsibilities
- Support the development, evolution, and evaluation of LifeLabs' enterprise brand strategy, ensuring alignment with organizational priorities, market trends, and long-term growth objectives.
- Develop and maintain brand governance frameworks, messaging, playbooks, and tools that enable consistent brand execution across teams, channels, and external audiences.
- Monitor and measure brand performance, awareness, trust, and sentiment, translating data, market intelligence, and audience insights into actionable recommendations.
- Identify opportunities to enhance brand perception, relevance, and differentiation.
- Partner with MarCom, Product Marketing, Digital Enablement, and Creative Services to align brand positioning, messaging, and audience strategies.
- Establish a clear voice of the customer for key audience segments, translating customer insights into practical guidance.
- Develop enterprise messaging frameworks, narrative architecture, and audience guidance.
- Help deliver a consistent and trusted brand experience across healthcare professionals, government partners, business customers, patients, caregivers, community organizations, and digital audiences.
- Help lead the standardization of the LifeLabs brand experience across our national network of Patient Service Centres.
- Assess the current Patient Service Centre experience, identify inconsistencies, and develop scalable standards, tools, and governance.
- Collaborate with internal teams to ensure brand experiences remain aligned across physical, digital, and service environments.
- Support external storytelling initiatives, including community reporting and awards submissions.
- Monitor social and digital brand channels to identify emerging trends and opportunities.
- Manage relationships with relevant industry associations and external partners.
Requirements
- Minimum of 5 years of progressive experience in brand strategy, marketing, corporate communications, or a related field.
- Proven experience supporting enterprise brand strategy, governance, and performance measurement across multiple audiences and channels.
- Strong ability to translate market research, customer insights, and brand data into actionable strategies, messaging, and brand enablement tools.
- Experience developing brand frameworks, messaging architecture, and governance resources.
- Demonstrated success partnering with cross-functional stakeholders to influence strategy and drive alignment.
- Strong analytical, project management, and problem-solving skills.
- Ability to manage multiple priorities.
- Excellent written, verbal, and presentation skills, with exceptional storytelling abilities.
- Experience working within healthcare or other highly regulated industries is considered an asset.
- Experience managing relationships with industry associations, external partners or professional networks is considered an asset.
Skills
- Brand strategy
- Marketing
- Corporate communications
- Brand governance
- Performance measurement
- Market research
- Customer insights
- Messaging architecture
- Project management
- Problem-solving
- Storytelling
Location
- Burnaby, BC
- Toronto, ON
Work Type
- Hybrid
Experience Level
- Senior
Education Level
- Bachelor's degree in Marketing, Communications, Business Administration, or a related discipline
- Postgraduate education is considered an asset
Salary/Compensations
- $81,431 - $103,825 CAD annually
Benefits
- Employee Group Benefits: Extended Health Care, Dental Care, and Life Insurance
- Retirement Savings Plan
- Vacation and Wellness Days
- Employee Wellness and Giving Programs
- Employee & Family Assistance Program
- Financial planning tools
- Employee recognition initiatives
- Professional development and membership reimbursement
- Access to preferred rates and discount programs
- WorkPerks
- Home and Auto Insurance
- Costco Membership
About the Company
- LifeLabs has been Canada’s leading provider of laboratory diagnostic information and digital health connectivity systems for over 50 years.
- We are passionate about empowering healthier Canadians through accessible, accurate, and innovative diagnostic services.
- We are proud to be recognized as one of Canada’s Best Employers, reflecting our deep commitment to our core values of caring, agility, teamwork, and a customer-centered approach.
- LifeLabs prioritizes the ongoing development of our diversity, equity, and inclusion (DEI) program.
Equal Opportunity
- In accordance with LifeLabs’ Accessibility Policy, and the applicable Accessibility Acts within the provinces we operate in, accommodations are available by request for candidates taking part in all aspects of the recruitment and selection process.
- LifeLabs’ compensation programs are commensurate based on the role, skill, effort, responsibility and working conditions, irrespective of gender, race, ethnicity, beliefs, age or any other personal characteristics.