Manager, Product Marketing

At Maple Leaf Sports & Entertainment Partnership (MLSE), we are committed to creating an inclusive workplace that is representative of our community and where all employees feel they belong and can reach their full potential. We are Canada’s preeminent leader in delivering top quality sport and entertainment experiences and one of North America’s leading providers of exceptional fan experiences. We are the parent company of the National Hockey League’s Toronto Maple Leafs, the National Basketball Association’s Toronto Raptors, Major League Soccer’s Toronto FC, the Canadian Football League’s Toronto Argonauts and development teams with the Toronto Marlies (American Hockey League), Raptors 905 (NBA G League), Toronto FC II (MLS NEXT Pro League) and Raptors Uprising Gaming Club, the Toronto Raptors Esports franchise in the NBA 2K League.

MLSE owns and/or operates all the venues our teams play and train in, including Scotiabank Arena, BMO Field, Coca-Cola Coliseum, Ford Performance Centre, BMO Training Ground, and OVO Athletic Centre. We also provide fans in Toronto with incredible live music and entertainment events, as well as exceptional culinary experiences through our restaurants (e11even and RS) and clubs (Hot Stove Club, ScotiaClub and Platinum Club). Through MLSE Foundation, we have invested more than $45 million into Ontario communities since 2009 and with MLSE LaunchPad, we provide a place where youth facing barriers use sport to recognize and reach their potential.

We achieve all of this through our Common Purpose - to unite and empower our employees to create extraordinary moments for our fans and each other. Come be a part of the team.

Reporting to the Director, Product, Lifecycle, and Asset Optimization, you will lead a center of excellence focused on ensuring our full suite of offerings resonates with our fans and customers to drive sales enablement. You will oversee the development of marketing propositions for our core products while spearheading the creation of net-new offerings expected to drive incremental growth. You will be accountable for driving business growth through more effective marketing messages, finding efficiencies through cross-pollination and asset combinations, and deeper customer insight. You will coach and develop the Specialist, Product Marketing who will support the development and testing of fan insights, value propositions, and marketing approaches for our core products.

• Vision & Frameworks: With the Director, craft and implement a product marketing function that aligns with our overall business objectives and commercial priorities. Oversee the creation of value proposition and marketing playbook frameworks that align with brand and business needs and resonate with target audiences. Originate new frameworks for innovation initiatives.
• Value Proposition & Messaging Development: Create, guide, and advise on product marketing strategies and messaging for core business offerings. Lead the definition of value propositions and messaging that must resonate with new and growth audiences.
• Marketing Expansion: Lead the marketing vision, product proposition, and marketing playbooks for new offerings and growth initiatives, in particular digital fan engagement and international fanbase acquisition programs.
• Audience Segmentation: Collaborate with BI, Lifecycle & Performance to develop audience segments and customer personas using market research and proprietary data.
• Insights & KPI Leadership: Review previous, determine, set, and track KPIs to measure the effectiveness of product marketing campaigns. Collaborate with BI, Go-to-Market, Lifecycle & Performance, and Commercial teams to generate feedback loops and refine strategies.
• Business Casing & Resource Allocation: Build and present business cases for net-new marketing propositions to secure buy-in from leadership. Based on internal analytics, external research, and marketing fundamentals, advise and direct the use of budget investment to maximize efficiency and EBITDA. Allocate resources (budget, people, time) effectively across campaigns and projects to maximize team productivity and campaign success.
• Lead & Mentor: Manage and mentor the Specialist, Product Marketing, fostering their growth and maximizing their contributions. Set clear performance objectives, conduct regular performance reviews, and implement professional development plans to enhance capabilities.
• Cross-functional Leadership: Build and maintain strong relationships with key stakeholders across the organization, including Brand, Creative, Ticketing, Membership, Global Partnerships, LIVE, Retail, Venue Operations, and Finance to ensure marketing efforts meet business needs.
• Leadership Reporting: Provide regular updates and comprehensive reports to senior leadership on product performance, strategic initiatives, and department progress. Conduct in-depth financial analysis of product P&Ls to assess effectiveness, identify cost-saving opportunities, and inform future budgeting decisions.
• Agency & Vendor Management: Manage relationships with external partners to ensure efficient operations, manage spend, find efficiencies, anticipate when their subject matter expertise is needed, and demonstrate the positive return on marketing.

Note: Before reviewing the qualifications listed below, we want you to know that we understand you may not meet all the qualifications described and have other relevant expertise and experience. We invite you to please share this with us in the “Message to the Hiring Manager” section of our online application

• 5+ years of experience in go-to-market, product marketing, or campaign management.
• Track record of experience coaching, training, and developing a direct report or peers.
• Strong background in market research, competitive analysis, and value proposition development.
• Demonstrated ability to lead strategic initiatives and achieve measurable outcomes.
• Proven experience managing cross-functional projects and launching products or events.
• Ability to communicate effectively with internal stakeholders and external partners.
• Bachelor’s degree in Marketing, Business Administration, or a related field.
• Strong analytical skills with experience using data to make informed decisions and optimize strategy.
• Familiarity with digital marketing channels, content strategy, and audience segmentation.
• Proven experience in implementing and managing data-driven marketing strategies and tools.
• Previous experience managing external agencies would be considered an asset.
• Experience in sports, entertainment, or venue branding would be considered an asset.

Apply by: December 27th, 2024

Experience the thrill of the Sports & Entertainment industry in a flexible (hybrid) work environment that supports employee wellbeing.

As a part of our recruitment process AI may be utilized to: screen applications, assess qualifications, and enhance candidate selection. We remain committed to ensuring a fair and equitable hiring experience for all candidates.

We thank all applicants for their interest, however, only those selected for an interview will be contacted. 

At MLSE, we are committed to building an equitable, diverse and inclusive organization.

We are an equal opportunity employer and we do not discriminate on the basis of race, ancestry, place of origin, colour, ethnic origin, citizenship, creed, sex, sexual orientation, gender identity, gender expression, age, record of offences, marital status, family status or disability. MLSE will provide reasonable accommodation for qualified individuals with disabilities in the job application process. If you have difficulty using our online application system and you need an accommodation due to a disability, please email [email protected]. Please note this email is only for accommodation requests. Resumes sent to this email address will not be considered. 

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