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Location Cineplex Entertainment Home Office
City Toronto
Province Ontario [ON]
Title Vice President, Marketing
Position Description

About Cineplex Entertainment: Cineplex Entertainment Limited Partnership has grown tremendously over the past few years to become the #1 theatre exhibition company in Canada, serving more than 70 million guests annually. Proudly Canadian and with a workforce of approximately 10,000 employees, the Cineplex family of theatres includes the following: Cinema City, Cineplex Odeon, Coliseum, Colossus, Famous Players, Galaxy, SilverCity and Scotiabank Theatres. Our company offers competitive compensation and incentive programs coupled with comprehensive benefit programs, which includes health, dental and retirement savings plans. To learn more about Cineplex Entertainment please visit our website at www.cineplex.com.

 
Our Marketing department at Home Office has an immediate opportunity available for a Vice President, Marketing, reporting to the Senior Vice President, Customer Strategies.
 
This role is responsible for the development and execution of marketing communication and brand strategies to support business growth and enhance corporate brand equity and awareness. As a key member of the Senior Management Team, this position is responsible for planning, organizing, staffing and management of all marketing, social media, branding and loyalty initiatives at Cineplex Entertainment designed to drive attendance growth, digital commerce and profitability. The successful candidate will have the right combination of traditional brand experience and proven success marketing in newly emerging channels.
 
The key areas of responsibility for this position include:
 
  1. Brand curation and oversight of the evolution of brand architecture:
    • Design, develop and implement brand strategies and standards for both corporate and sub brands that create a clear and sustainable differentiation in the minds of consumers.
    • Maximize the Master Brand’s long-term potential and alignment with the organization’s corporate goals.
    • As the Brand Ambassador, evolve and articulate the corporate brand strategy reinforcing the integrity of brand imagery.
    • Oversee relationship with external agency partners including advertising and media planning.
    • Generate consumer demand through brand awareness, positioning initiatives and development of highly effective marketing strategies and plans through a deep understanding of the consumer target markets.
    • Closely monitor plan performance against strategic goals.
    • Monitor competitive activity within theatrical and online movie watching and build plans to drive both movie and “non” movie goer consumption.
    • Provide insight as it relates to building new concepts/products/services.
    • Develop analytical frameworks to measure, monitor, and evaluate brand growth and development metrics, scorecards, etc.
 
  1. Oversight of marketing programs and promotions designed to drive attendance, sales and incremental revenue generation:
    • Provide strategic direction to and collaboration with external partners on marketing and promotional programs in partnership with individual business units.
    • Collaborate with the Merchandising, E-Commerce, Alternative Programming, Corporate Products, Group Sales and Cineplex Digital Services teams to identify their business unit objectives and develop innovative, effective marketing plans to help meet these goals.
    • Generate revenue through on-pack partnerships, sponsorship and external partnership programs.
    • Fully leverage Social Media within Cineplex and oversee corresponding initiatives including development of strategy, analysis and reporting.
    • Manage overall marketing relationships with studio counterparts (Theatrical and Home Entertainment) and direct integrated promotions in collaboration with Cineplex Media and Digital Commerce.
 
  1. Customer Relationship Management -  Loyalty growth and development:
    • Work with SCENE LP and Scotiabank to develop long term strategies for SCENE.
    • Oversee Cineplex/SCENE related communication expertly mining the SCENE database to create relevant, innovative, value added offerings.
    • Continue the evolution of the SCENE segmentation strategy and initiate development of Cineplex Store segmentation.
    • Work with the E-Commerce and Interactive teams to manage the life cycle of the guest.
    • Develop regionally-specific marketing campaigns including community and key focus marketing promotions to build loyalty at the local level.
    • Develop a comprehensive communication channel strategy designed to deliver relevant messages through channels of choice including in theatre, online, mobile and social.
 
  1. Effectively manage and motivate a marketing team of approximately 20.
 
Desired Knowledge & Skill Requirements:
  • Minimum of 10 years of related experience with brand building in a senior brand management/development or marketing communications role.
  • Proven ability in brand positioning that connects to business results, program development and implementation.
  • Demonstrated knowledge of strategic planning and marketing program development and implementation.
  • Expertise in (and direct responsibility for) social media initiatives and other forms of digital/online/mobile marketing.
  • Senior level proficiency with E-Commerce marketing.
  • Deep understanding of database segmentation and loyalty.
  • Strong collaborator, diplomat and team player who can be hands on when required.
  • Expert negotiating skills.
  • Proven track record of success.
  • A results oriented individual with excellent leadership, communication, and team building skills.
  • Experience within the entertainment, retail or packaged goods sector at a senior management level.
  • MBA preferred.
  • French language skills would be an asset.
 
Interested applicants please apply today.
 
While we appreciate all interest, only those candidates selected for an interview will be contacted. As part of Cineplex Entertainment’s standard recruitment process, suitable candidate(s) will be required to undergo pre-employment screening as a condition of employment or promotion.
 
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