Job Specification

Purpose :

To lead and manage strategic marketing communications planning for the ministry.





To lead the management and implementation of public and stakeholder education/engagement strategies and initiatives to build and prioritize effective engagement and stakeholder relations.



To lead a team of communications professionals to provide communications advice and expertise, and to develop, implement, and evaluate strategic marketing programs in support of ministry priorities.



To provide program leadership and manage the development and implementation of a fully integrated marketing communications program of the ministry to increase province-wide public awareness of the ministry programs/initiatives and to stimulate behavior change.



To act as the key marketing and communications expert focusing on marketing strategy, public relations, paid social media, online advertising, traditional advertising, accessibility standards and diversity strategies.

Key Responsibilities :

KEY RESPONSIBILITIES



1. Leads the development and implementation of marketing communication plans, policies and public and stakeholder education/engagement strategies. Provides advice and recommendations on the development of




methodology, including the approval of strategic instruments and implementation, to assess success in raising public awareness of campaigns, messaging and information content, in order to identify shortfalls and measure overall ministry communications effectiveness.

2. Provides strategic advice and communications expertise to the Director, ADM and ministry senior executive on communication marketing and social marketing strategies based on changing ministry policy/program priorities to ensure that the ministry effectively raises public awareness of government/ministry objectives, policies and programs and to stimulate behavior change. Advises senior management on a wide range of communications marketing plans to achieve corporate and program specific communications objectives in support of the ministry's mission and strategic directions.

3. Reviews and approves all consumer-focused marketing communications products and materials (i.e. print ads, social media content, online advertisements) prepared by an agency, ensuring they reflect ministry's brand positioning and achieve the desired business objectives.

4. Manages and leads concurrent marketing projects including conceptualizing the project; determining direction, scope and parameters and financial and human resource requirements.

5. Manages and leads the planning, ongoing research, analysis, assessment and evaluation, identifying gaps, issues and the recommendation of innovative options to support and enhance the ministry branding and marketing business plan and priorities.

6. Leads the development of public education programs to promote understanding of stewardship and resource management including wise use; initiates specific outreach programs and projects focused on youth, urban residents and cultural minorities; works with partners in the educational sector, conservation organizations and social agencies to leverage resources and extend the reach of educational programs.



MANAGERIAL RESPONSIBILITIES





1. Develops and oversees ministry strategic plans in the program area and provides advice and expertise to executive levels on issues impacting the OPS and ministry service deliverables.

2. Controls financial resources and reporting, develops the multi-year budget and resource plans. Leads business, financial, and results-based planning processes for Ministry programs/operations and services.

3. Builds organizational capacity through effective human resources development by authorizing recruitment activities, labour relations management, talent management, organizational design and succession planning.

4. Establishes and maintains strong working relationships with key partners and stakeholders to ensure timely and accurate information flow and identification of issues; presents and advocates the ministry's position at various forums

5. Responsible for the overall compliance with legislative statutes, collective agreements, government and ministry policies, directives, guidelines and commitments related to programs and services.

Factors :

Knowledge :

Ministry strategic corporate directions, multi-year business and results based planning processes, and ministry service delivery models, to lead and manage a significant ministry program area, to determine program objectives




and resource requirements and to ensure alignment of programs and projects with corporate strategic goals.





Government and ministry financial, administrative and procurement policies and directives to plan and manage fiscal and material resources. This includes reviewing and approving budgets, managing facilities, assets, and contract service providers, leading long range fiscal planning, providing regular financial reporting, and ensuring compliance with financial protocols, audit principles, directives and guidelines.



Human resources theories, principles, policies and collective agreements to develop organizational capacity which includes succession planning, talent management, organization and job design and labour relations management.



Project management principles and methodologies to oversee and guide the overall delivery of mandates and strategies.



Branding and marketing communications principles, techniques and best practices to develop and implement effective programs and initiatives that will achieve desired results.



Media relations, social media and marketing analysis techniques to assess public reaction, media perceptions and opinions on ministry strategies, projects and initiatives.



Roles of various communications channels (i.e. advertising, promotions, online/new media, public relations, etc.) to maximize opportunities and target audience.



Industry trends/research to evaluate appropriate strategies, tactics and success in raising public awareness of campaigns, messaging and information content.



Project management principles and practices and contract administration to effectively manage the team's contractual relationships, prepares procurement-related documents, manage acquisition and selection of consultants and administer and manage contracts.

Program Responsibility :

Responsible for leading and managing the development, implementation and delivery of marketing communication, social marketing, and public and stakeholder strategies, plans and initiatives that will position ministry as a leading-edge organization in the delivery of cost effective, value-added services to clients across the province.



Responsible for contributing to the formulation of program policy, strategic planning and the selection of marketing initiatives, including providing advice to ministry senior officials up to the ministerial level.



Responsible for leading and managing the development of public education programs to promote understanding of stewardship and resource management.



Responsible for implementing broad communications strategies for the ministry that align with government objectives, identifies and integrates related files, and identifies issues in advance and develops mitigation strategies

Analytical Thinking :

Measures and evaluates the effectiveness of the marketing communication and social marketing programs through




external and internal research that lead to development of insights and recommendations to improve the effectiveness of programs.



Oversees research and analysis initiatives, interpret findings, analyze implications and develop strategies to deal with unique situations related to marketing communication strategies, policies.



Evaluates strategies, tactics and success in raising public awareness of campaigns, messaging and information content; identifies shortfalls and measures overall ministry communications effectiveness.



Leads the assessment of public impact of ministry policies/programs to ensure that marketing communications and social marketing strategies and business relationships positively promote the image and credibility of the government, Minister, and Deputy Minister.



Plans, develops and leads strategies to inform and influence public perceptions and provides messaging aligned with ministry/government goals and objectives.

Planning / Coordinating :

Leads and manages multi-year strategic business/program/service plans including the deployment of resources (human and financial) to deliver programs and services.



Coordinates and leads the planning and implementation of organizational development and complex change initiatives for the program, service, project or initiative.



Plans and coordinates multiple deliverables with external and internal stakeholders, partners and consultants.





Leads and manages activities to ensure timely development, production and implementation of innovative creative solutions to promote and further ministry's goals and objectives.



Plans and determines short and long-term priorities among a broad range of competing demands and responsibilities.

Leadership/Guidance :

Develops, builds and leads organizational capacity through positive and values based leadership, inclusive and engaged teams, and partnerships. Frames program vision and strategy for services, programs or operations.



Determines human resources and organizational needs for optimal performance and delivery of results and alignment with ministry objectives; leads talent management and succession planning; mentors employees; sets goals and performance standards.



Exercises managerial and strategic leadership accountability and authority in the areas of organizational design, recruitment and retention, talent management, labour relations and compensation related matters.

Independence of Action :

Reports to a senior level, Director or higher and works within broad parameters and the strategic ministry/branch mandate, legislation, and strategic goals and directions.




Exercises considerable independence and judgment in the development of program/service plans including delivery/implementation to meet government and ministry strategic business objectives and priorities and in the provision of advice and recommendations to senior management, which is considered authoritative, and informs policy and program decisions.



Performs work under the general direction and within relevant legislation and OPS/ministry policies, practices and processes.

Position works with considerable independence of action in managing the marketing and communications team that has a direct and critical impact on the image and credibility of public services.



Considerable judgment and creativity is exercised in leading the development and implementation of successful strategies critical to changing public attitudes and acceptance of new innovations in delivery of cost effective, guaranteed public services.



Identifies new opportunities for the delivery of cost effective services and resolve cross-jurisdictional issues.

Interpersonal/Communication :

Makes presentations, lead/conduct consultations and provide expert advice on proposed strategies, plans and objectives to ministry senior management/executives, target groups, stakeholders, media and other government ministries.



Develops and fosters effective partnerships through political acuity and effective communication, negotiation and relationship management skills.



Prepares business plans operational and analytical reports, briefing notes, and communication products.

Physical Effort :

Most of the time is spent in an office environment. Occasionally moves/lifts objects.

Sensory Effort :

Requires visual attention and concentration to develop marketing and communications policies, procedures, standards and guidelines.



Requires concentrated effort to measure and evaluate the effectiveness of programs, external and internal research.



Requires resiliency to manage the daily demands, changing and conflicting priorities, manage large volumes of work and multiple projects, and to deal with frequent interruption by staff.

Working Conditions :

Work is performed in a typical office environment.