Vice President, Marketing and Communications

Position Title: Vice President, Marketing and Communications

Reports To: Chief Marketing Officer

I. Scope and Summary of Primary Responsibilities

As a key member of CNIB’s Senior Leadership Team (SLT), this role leads all national marketing, communications, and digital strategies to strengthen CNIB’s brand, deepen awareness and drive engagement and revenue. This role provides strategic counsel to senior leaders, oversees integrated internal and external communications and ensures CNIB’s digital platforms deliver accessible, high-quality experiences.

This role manages marketing campaigns, PR, brand standards, paid media, social channels and website, using data and performance insights to guide decision making. It also leads a high performing team, manages key partnerships and oversees budgets to ensure alignment, innovation and measurable impact.

II. Essential Functions

• Key member of CNIB’s Senior Leadership Team, partnering with Executive Leadership Team (ELT) to develop and execute CNIB’s organization wide strategy and leading the marketing and communications plan that advances CNIB’s mission.
• Provide strategic counsel to President’s Office, senior leaders, program leaders to strengthen national visibility, reputation and impact.
• Define and elevate CNIB’s national narrative through inclusive, accessible and compelling storytelling.
• Lead CNIB’s integrated brand, marketing and communications strategy to increase awareness, engagement and mission impact.
• Oversee brand identity, and national messaging to ensure clarity, consistency and accessibility across all channels.
• Direct PR, thought leadership, national campaigns and reputation management.
• Partner with Philanthropy to drive donor acquisition, retention and revenue growth through targeted marketing strategies.
• Establish KPIs and performance analytics to guide decision making and optimize outcomes.
• Provide oversight of internal and external websites, ensuring best in class UX accessibility, content management, and digital performance.
• Lead CNIB’s paid media and digital marketing strategy to grow reach, engagement, and revenue across SEM, paid social, and digital campaigns.
• Oversee owned social media strategy, ensuring strong, accessible brand presence and meaningful community engagement.
• Champion innovation across digital, social and mobile and emerging platforms.
• Manage strategic relationships with agencies, consultants and content partners, ensuring alignment with CNIB’s mission, brand, and accessibility standards.
• Lead budgeting for the marketing and communications portfolio, ensuring strong financial discipline, ROI, and resource alignment with organizational priorities.

III. Qualifications

Knowledge and Skill Requirements

• Proven ability to build and execute strategic marketing and communications plans that grow brand strength, engagement and revenue.
• Extensive experience leading integrated marketing, digital strategy, brand development, content, public relations and communications.
• Strong executive leadership skills with the ability to motivate, mentor and develop leaders and multidisciplinary teams.
• Advanced business acumen and exceptional communication skills, with the ability to translate complex strategies into clear, actionable plans.
• Expertise in SEO, SEM, paid media analytics, social platforms, CMS systems and performance reporting.
• Demonstrated commitment to accessibility, inclusion, and accessible content development.
• Highly organized and agile in navigating evolving priorities in a complex, high impact environment.
• Creative, collaborative, and entrepreneurial with a proactive mindset.

Experience and Education

• Bachelor’s degree in marketing, communications, journalism or related field or experience.
• Minimum 10 years of progressive leadership experience in marketing and communications.
• 10+ years managing teams, including direct leadership of managers and the development of high performing departments.
• Track record of delivering accessible, inclusive campaigns with measurable results.
• Proven experience in media relations and public relations strategy.
• Experience managing agencies, consultants, and vendor partnerships.
• Background in revenue marketing, performance marketing, data driven campaigns.
• Experience with non-profit, advocacy, or complex national organizations an asset.
• Familiarity with CRM systems, digital marketing tools and analytics platforms
• Personal or professional experience with blindness, sight loss, assistive technology, or accessible environments an asset.
• Bilingual in French and English considered an asset.

Work Environment

• Works with highly confidential, sensitive and strategic organizational information.
• Operates in a hybrid environment with national scope, requiring collaboration across multiple provinces, teams and functions.
• Occasional travel across Canada to support national events, stakeholder engagements, leadership meetings, and media or donor activities.

CNIB is committed to accommodating applicants with disabilities and will work with applicants requesting accommodations at any stage of the hiring process