Job Description

Title:Marketing & Communications Manager
Department:MarCom
Location:Central Branch
Reports to:Director, Communications & Engagement
Salary Range: $ 104,367.04 - $ 122,784.75
Classification: Full-Time Management - Exempt

Posted: January 3 2024 Closes: January 17, 2024 at 5:00pm ET

About the Library
Everyone at Burlington Public Library, no matter what your role, works together for the betterment of the people, the community, and the organization we serve.

We bring our best selves to work, delight in helping others, and have an abiding passion for service excellence. Each of us excels in the personal qualities and skills that are essential to our work and the BPL Team.

Qualifications
Education:

• Undergraduate university degree (Business, Marketing or Communications preferred)

Experience:

• Minimum 5 years\xe2\x80\x99 experience in positions of increasing responsibility in various roles in communications and marketing across several channels.
• Minimum 2 years\xe2\x80\x99 experience in managing staff.
• Experience with data analytics, customer segmentation, marketing campaign development, management, and measurement.

About the job
This position exists within Burlington Public Library to research, develop, and implement marketing and communication initiatives internally and externally -- across all customer groups and to the wider community. This position is responsible for developing BPL\xe2\x80\x99s marketing and communications strategy to increase the Library\'s reach, use, and value in alignment with key organizational initiatives. This includes programming, collections, services, resources, and fund development. This leadership position supports the professional development of MarCom staff and oversees all communication channels across the organization. This position is also responsible for the leadership and content of the library website, media relations, email marketing, and social media. This position ensures both staff and customers are aware of all aspects of BPL resources and services.

Key Accountabilities
Key result areas: Marketing and communication development and oversight, Staff development, Administration

• Innovate and implement marketing and communications initiatives designed to raise awareness and use for all BPL services and resources while creating an inclusive, respectful, and positive customer experience.
• Respond to community trends and recommend new opportunities to positively promote BPL\xe2\x80\x99s vision and values to stakeholders, partners, staff, and the community.
• Develop and implement annual marketing plan, and department work plans in line with the library\xe2\x80\x99s strategic objectives and customer needs. Understand how to calculate campaign ROI and measurable goals.
• Support other departments to help raise awareness for and use of collections, services, programs and resources among the community.
• Liaise with multiple internal and external partners to ensure strong understanding of community needs.
• Oversee planning of special events that amplify the Library\'s reputation and attract new audiences.
• Analyze community and library data to understand customer segments and create strategies to best target library resources and services to their needs.
• Monitor response and success of all marketing efforts (internal and external) and communicate that to staff and related partners.
• Participate in the development and implementation of new services to meet the community changing needs, maintaining knowledge of emerging marketing and communication trends and technologies.
• Participate on and/or lead teams, committees, or special projects as required.
• Work with direct reports to identify areas of development and learning opportunities.
• Set and drive meaningful and engaging goals on an annual basis in line with BPL\xe2\x80\x99s objectives, values, and strategic plan.
• Orient, train and schedule direct reports.
• Provide training and support to staff related to BPL\xe2\x80\x99s website and marketing communications functions.
• Oversee all issues with marketing and communications, internal and external, handling conflict and difficult conversations in a timely and professional manner.
• Advise Senior Leadership on issues and reputation management.
• Attend training and meetings as required.
• Awareness of WHMIS, following appropriate health and safety practices in the workplace.
• Stay current with changes in technology and media to develop new and most effective marketing campaigns.
• Perform additional job-related accountabilities assigned by Management.

Key Business Relationships
Internal:

• Staff at the Library; the CEO and Senior Leadership Team, Managers, and direct reports.

External:

• This position will regularly work with external vendors, media, consultants, community partners/organizations, City of Burlington staff, and public library counterparts.

Scope

• Budget: Oversight for $30,000 marketing budget and staff budget of approximately $360,000. Purchasing authority up to $5,000.
• Direct and Indirect Reports: This position has 4 direct reports.

Key Competencies: Knowledge, Skills and Abilities
Behavioural:

• Model BPL\xe2\x80\x99s values during all interactions with internal and external individuals.
• Communicate in a professional manner which is consistent and aligned with BPL\xe2\x80\x99s Voice and Values.
• Excellent customer service -- must include collaboration and teamwork skills and strong interpersonal communication (verbal, written and presentation).
• Strong interpersonal and relationship-building skills, using a collaborative and solution-focused approach to innovative problem solving and teamwork
• Committed and enthusiastic about taking on complex and challenging situations.
• Develops and maintains productive business relationships and partnerships with internal & external stakeholders.
• Problem-solving and analytical thinking.
• Initiative, creativity, and resourcefulness are expected.
• Resilience and adaptability are important, as are planning and organization.
• Ability to prioritize, balance tasks or projects, and meet deadlines.

Leadership:

• Role model for BPL values in all interactions \xe2\x80\x93 approachable, compassionate, and easily engages others using effective communication skills.
• Action oriented and perseveres to achieve quality results, with available resources, in the best interests of the community and key stakeholders.
• Recommend and support innovative / best practice approaches to employee relations and engagement.
• Quality decision-making skills complemented by the ability to influence others with clear/assertive communication.
• Inspire and motivate staff to engage with BPL\xe2\x80\x99s values, strategic plan, and emerging trends.

Technical:

• Knowledge of BPL organization -- vision, mission, values, and strategic plan.
• Knowledge of policies, processes, procedures, and systems within BPL
• Proficiency in Microsoft Office Software.
• Knowledge and experience of email/database marketing, website analytics, Google Ads, social media marketing and advertising.
• Experience in strategic planning, project planning, and project management.
• Experience with data analytics and storytelling, and audience segmentation.
• Experience in calculating marketing campaign ROI and organizational KPIs.
• Experience with traditional media relations and media buying.
• Proficiency with online events software and web content management.
• Experience producing and curating exceptional written and multimedia content.

Work Environment

• Hybrid role between home office and Burlington Public Library, Central Branch.
• Little exposure to noise or external elements.
• There is occasional physical work such as moving promotional materials and setting up for community events.
• There is mid to high computer use and frequent contact by email, MS Teams, and phone.
• Occasional travel from branch to branch within Burlington is required. Mileage will be paid.

Working Hours

• Work remotely from own home office where applicable.
• Work hours are generally 9:00 am to 5:00 pm
• Additional hours may be required due to business or operational requirements to attend meetings or events outside of regular work schedule.
• BPL is open seven days a week; hours may include weekend or evening shifts.
• Duties may require work after-hours to monitor communications, social media or attend to customer requests.

Physical Effort

• The ability to move print materials and supplies (20lbs to 50lbs).
• Normal physical activity such as periodic standing, walking, sitting and the use of basic motor skills.
• Extended periods of sitting at computer and telephone use.

Mental Effort

• Looking at a computer screen for hours a day.
• Moderate stress for tight timelines, competing priorities and people/relationship management.
• Providing service/guidance to multiple people simultaneously.
• Occasional urgent time pressures due to urgent communication requirements, service disruptions, weather cancelations and other unforeseen occurrences.
• Performing complex strategic thinking and tasks.
• Constant attention to detail, reading documentation and analysis of information.

Working with us

As an employer, we have high expectations of the people we hire, and we are genuinely invested in the well-being, development, and work success of all employees.

Earnings for paid employees include a competitive salary, comprehensive benefits, development opportunities, generous vacation privileges, flexible work arrangements, compelling rewards and recognition, and retirement security.

Burlington Public Library is an equal opportunity employer. We are committed to creating a respectful, inclusive, and diverse workplace where everyone feels valued and supported. If you require an accommodation for the recruitment/interview process, please let us know and we will work with you to meet your needs. Please contact Natalya Tridon, Human Resources Business Partner, at

If you have a disability that makes it difficult to apply using the online form, please call us at 905-639-3611 Ext. 1105.

We thank all applicants in advance and advise that we will contact only those selected for an interview.

Personal information on your r\xc3\xa9sum\xc3\xa9 is collected under the authority of the Public Libraries Act, R.S.O. 1990 and will be used to determine eligibility for employment.

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