Job Specification

Purpose :

- To provide team leadership and coordination in promoting the ministry's road safety programs and agenda through partnerships with community and
stakeholder groups and developing road safety campaigns and materials.
- To build joint partnerships with corporate and non-profit stakeholders, other ministries and other levels of government to obtain resources in
addressing road safety issues.

Key Responsibilities :

1. Leadership and Coordination
- Leads a team of regional planners in the development of road safety initiatives that support the ministry's road safety agenda and priorities;
coordinates regional activities, campaigns and initiatives to ensure strategic alignment with government and ministry priorities.
- Designs, develops, monitors and evaluates various provincial marketing products for the ministry (e.g. brochures, posters, radio and television
advertisements, marketing campaigns) to promote new road safety legislation and improve road safety.
- Oversees a community grant program including evaluating and recommending funding applications, ensuring program criteria are met, determining amount eligible for funding and verifying final report that funds are appropriately spent.
- Conducts research and environmental scans on new and emerging approaches to road safety issues by other jurisdictions to assess their potential
use/application in Ontario.
2. Partnerships/Stakeholder Relations
- Develops and fosters a network of mutually beneficial partnerships with corporate and non-profit stakeholders, other ministries and levels of
government including negotiating terms of reference for involvement in regional and provincial road safety marketing initiatives.
- Represents the ministry in the creation, facilitation and delivery of initiatives with external partners including ministerial events, conferences (e.g.
regional, provincial, national), meetings and workshops.
3. Information/Advice
- Advises senior management on the marketing aspects of new road safety legislation and the anticipated public response and provides feedback from
key stakeholders on emerging policy and legislative initiatives and their expected effect on road safety.
- Prepares or oversees the preparation of briefing materials, correspondence and Minister's letters on road safety issues and stakeholder activities.
- Develops and delivers presentations, seminars, speeches, training and media interviews on various road safety issues.

Knowledge / Skill :

Knowledge of and skills in:
- Marketing principles and techniques to define, develop and rollout public education/marketing products, road safety initiatives and road safety
campaigns/events.
- Road safety legislation, programs and government/ministry priorities and direction for road safety in order to strategically align activities with the
ministry's road safety mandate.
- Team leadership to set results-based goals and strategic direction for regional staff and to coordinate and monitor regional activities.
- Project management, organizational and planning techniques to coordinate and develop effective road safety campaigns and to collect and analyze
data from various sources to meet tight deadlines and program goals.
- Government/ministry accounting and budgeting principles and financial processes/procedures to estimate project costs; to assess funding applications
and budgets and evaluate return on investment for funded programs.
- Research and analytical techniques to conduct provincial/jurisdictional scans on approaches to emerging road safety issues and to evaluate current
road safety initiatives in Ontario.
- Oral and written communications to conduct meetings, prepare correspondence, develop media promotional materials, public education campaign
materials, briefing notes and proposals/recommendations for new road safety and business development initiatives.
- Media relations to conduct interviews with all forms of media.
- Computer applications to prepare documents, presentation and materials for publications.

Interpersonal / Influencing Skill :

- Consultation, advisory and facilitation skills to maintain and develop a network of stakeholders groups engaged in promoting road safety; to influence
stakeholders and committees to deal with provincial and regional road safety issues.
- Negotiation and consensus building skills to pursue and attract road safety and business partners in non-profit and private sectors to develop road
safety programming and establish terms and provisions of service.
- Presentation, public speaking and persuasion skills to gain acceptance/invitation to participate and to develop credibility with a varied group of
potential sponsors/members, community and special interest groups, local governments and private industry representatives.
- Diplomatic skills in addressing media and public forums on road safety issues and programs.

Analyzing / Problem Solving Skill :

Analyzing and problem solving skills to:
- Design and synthesize an appropriate marketing approach and message to the intended target audience when interpreting new legislation and road
safety measures.
- Identify and prioritize road safety issues for primary attention from a group of competing issues and objectives.
- Identify opportunities for creation of new programs or enhancement of existing programs through assessment of mutual interests of stakeholders and
corporate partners.
- Evaluate relevance and feasibility of funding applications in the community grant program.
- Assess business opportunities and develop policy, marketing and business proposals/strategies to support program objectives.

Decision Making / Responsibility :

Responsible for:
- Determining best application of regional planning resources and support to community partners in order to maximize ministry profile and road safety
priorities.
- Recommending to senior management the best marketing approach and product mix for effective communication to reach the target market.
- Recommending funding decisions on community group applications and determining adherence to funding guidelines based on review of financial
reports of groups in receipt of program funds.
- Providing advice and recommendations on resolution of regional road safety issues to community partners, regional stakeholders and management.
Has latitude to determine the direction, messaging and composition of marketing campaigns and their delivery; to review funding applications and
discretionary spending on initiatives to an authorized limit; to respond to media and public inquiries on road safety issues; and to negotiate agreements
with corporate sponsors and partners.
Decisions and recommendations are made within the ministry road safety mandate and legislation (e.g. Highway Traffic Act, Public Vehicles Act, Off-
Road Vehicles Act, Motorized Snow Vehicle Act, pending Road Safety Bills), policies, best practices, funding application guidelines, standard
accounting principles, branch practices and protocols.

Contacts / Stakeholder :

- Senior ministry management to advise on new road safety legislation; anticipated public response; and to provide key stakeholder views/feedback.
- Members of Parliament and political staff to coordinate events and respond/advise on local road safety issues.
- Ministry policy counterparts to assist/guide the development of proposed new measures.
- Counterparts in other ministries (e.g. Community Safety and Correctional Services, Labour, Ontario Provincial Police) to maintain joint partnerships on road safety initiatives and to deliver campaigns and media events.
- Community agencies and groups (e.g. law enforcement, health care professionals, school board and transportation representatives) to coordinate and
motivate road safety campaigns and maintain working relationship.
- Provincial and national stakeholders (e.g. MADD Canada, Ontario Community Council on Impaired Driving, Ontario Association of Chiefs of Police,
Canada Safety Council) to consult on new/proposed legislation and policy and to influence direction of road safety campaigns.
- Corporate partners (e.g. DIAGEO Canada, WSIB, IBC) to secure partnership and sponsorship support for road safety initiatives.
- Media and public groups to provide information on road safety through presentations, seminars, speeches and interviews.

Guidance / Supervision :

- Provides technical guidance to regional planners to coordinate and monitor activities, track community involvement to meet program goals and ensure
efficient use of resources in achieving ministry's road safety priorities.
- Provides technical guidance to ministry policy staff on the public education and marketing implications of proposed new measures.

Demands / Pressures :

Work Demands :

- Frequently deals with time sensitive requests for information requiring research on newsworthy incidents and issues.
- Frequently required to balance conflicting work demands arising from stakeholders and ministry business.

Mental / Sensory :

- Frequent requirement to concentrate when reading public education material for accuracy and observing/listening to report back on stakeholder
conferences/meetings and community road safety events.
- Frequent requirement to observe/monitor and instruct staff on protocols and practices.
- Occasional disruption to personal life caused by after-hours stakeholder activities and travel for events/regional meetings.

Conditions / Environment :

- Work is normally performed in a typical office environment.
- Occasionally requirement for lifting, bending and stretching when setting up displays and orchestrating road safety events.