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About the Role

The Director, Commercial Marketing leads the development of comprehensive marketing plans and programs to identify needs, growth opportunities, and erosion risks for the business segment. This role drives the development and execution of strategies and programs to achieve acquisition, retention, and growth objectives, including customer segmentation, marketing journey design, value proposition development, and go-to-market strategies.

Responsibilities

Leads the development, launch, and optimization of comprehensive B2B marketing plans and growth strategies that drive business segment performance through acquisition, retention, and win-back programs.
Creates curated marketing strategies that respond to evolving market dynamics and opportunities, target customer and prospect needs, and maximize the impact of competitive strengths and differentiators in both direct and indirect selling channels.
Leads a highly collaborative business marketing organization comprised of subject matter experts that partner in the delivery of integrated plans and programs that demonstrate marketing excellence and drive strong outcomes for our Parcels and Direct Mail business.
Guides and coaches team members on contributions across strategy, content, product marketing, campaign development, and performance reporting and analytics.
Establishes strong cross-functional partnerships with internal and external teams to build and optimize a performance marketing engine that drives lead generation and new and existing growth opportunities for the commercial sales teams and within our partner ecosystem.
Supports this key focus through segment analytics, program development, and optimization to drive ongoing demand generation and business development opportunities.
Partners heavily with the Product/CX team and Commercial Sales organization to land acquisition and retention-based strategies and programs to achieve business performance targets across direct and indirect selling channels for both parcels and direct mail.
Leverages modern marketing technologies and automation, digital platforms, customer data and analytics, and emerging AI applications to power decision-making, advance customer targeting, scalable content creation, campaign development, and continuous optimization of business results.
Directs the utilization of available business segment data, market research, market insights, and customer feedback to identify segment growth opportunities and risks.
Translates insights into segment-specific marketing plans, strategies, value propositions, and programs that strengthen the commercial brand and drive business segment performance.
Oversees team success in developing and optimizing unique campaign strategies and journeys that influence businesses’ use of Canada Post’s shipping services and promote the strong value proposition of direct mail and drive use of Smartmail Marketing.
Ensures content marketing strategies reflect and enable the end-to-end B2B marketing and selling processes, driving engagement and opportunity within the entire business segment.
Fosters strong relationships with internal groups including Sales, Product, Customer Experience, Customer Service, Channel, and other Marketing teams.
Collaborates with internal stakeholder teams to leverage and maximize marketing insights to support business segment vision development, cross-functional initiatives, and corporate objectives.
Partners with Product, Customer Experience, and Channel to enable the product development processes, adopting an agile approach to supporting all phases of product innovation and enhancement through marketing strategies and tactics.
Builds plans that meet key performance metrics and result in successful go-to-market launches, key audience engagement, and product adoption.
Cultivates and manages external partnerships with advertising agencies, market research firms, associations, and industry influencers.
Collaborates effectively with external partners to develop and execute strategic marketing programs and initiatives, ensuring alignment with business segment strategies.
Leverages influencer relationships to enhance brand visibility within the business segment.
Leads a team of marketing professionals in a manner that promotes corporate values and leadership behaviors and habits.
Engages team members, enables them to optimize their role and contribution to the business, and provides opportunities for professional development.

Requirements

Completed Bachelor’s degree preferably in a related field such as Business Administration, Marketing or Commerce OR a combination of equivalent professional experience and training
8 to 10+ years of relevant functional experience in business marketing
5 or more years’ experience managing people in a strategic marketing environment
Demonstrated experience establishing objective and performance metrics including KPIs and OKRs
Demonstrated knowledge and expertise on the end-to-end B2B marketing process
Experience working in an agile fast-paced environment
Proficient computer skills and competent with Microsoft Office programs, Jira, Visio, and marketing technology platforms such as Salesforce
Ability to demonstrate expertise in leveraging AI tools across the marketing process
Proven expertise in working with segmentation modelling and interpretation of marketing data to inform strategy development
Excellent project management skills and the ability to manage multiple initiatives simultaneously
Strong leadership and collaboration skills with a track record of driving cross-functional initiatives
Sound organizational, analytical, judgement and decision-making skills with proven abilities in problem solving
Strong interpersonal skills with an ability to build and maintain effective relationships with multiple stakeholders
Strong oral and written communication skills
Organizational knowledge of Canada Post products, services, and markets is an asset

Skills

B2B marketing
Marketing plans
Growth strategies
Acquisition programs
Retention programs
Win-back programs
Marketing strategies
Customer segmentation
Marketing journey design
Value proposition development
Go-to-market strategies
Product marketing
Content marketing
Marketing communications
Sales enablement
Performance marketing
Lead generation
Demand generation
Business development
Marketing technologies
Marketing automation
Digital platforms
Customer data analysis
AI applications
Market research
Customer feedback analysis
Campaign strategies
Campaign journeys
Agile methodology
Product innovation
External partnerships
Advertising agencies
Market research firms
Industry influencers
Brand visibility
Team leadership
Professional development
Microsoft Office
Jira
Visio
Salesforce
AI tools
Segmentation modelling
Marketing data interpretation
Project management
Cross-functional initiatives
Organizational skills
Analytical skills
Judgement skills
Decision-making skills
Problem-solving
Interpersonal skills
Relationship building
Oral communication
Written communication

Location

Toronto, Ontario
Ottawa, Ontario
Montréal, Québec

Work Type

Full-Time
Permanent

Experience Level

8 to 10+ years of relevant functional experience in business marketing
5 or more years’ experience managing people in a strategic marketing environment

Education Level

Bachelor’s degree in Business Administration, Marketing or Commerce or equivalent experience

About the Company

Canada Post’s values and behaviours - Trust, Respect and Deliver represent our fundamental promise to ourselves, our expectations of one and another and our shared duty to our country.
Our behaviours – Make the call, Know the destination, Deliver for others, Ignite our pride; embody our values, bringing them to life and guiding our actions.
We’re committed to living these values and practicing these behaviours every day.