Senior Advisor, Marketing

Job description

Union: Non-Union Number of vacancies: 1 New or Replacement Position: Replacement Site: Toronto General Hospital Department: Communications & Brand Strategy Reports to: Manager, Marketing & Brand Experience Salary Range: $93,271-$118,920; with the ability to progress to a maximum of $139,906 with demonstrated experience and proficiency. To ensure fair and equitable pay at UHN, placement on the salary range will be based on your years of experience, skills, and qualifications relevant to the role. Hours: 37.5 hours per week Shifts: Days Status: Permanent Full-Time Closing Date: 2 weeks Position Summary The Senior Advisor, Marketing is a senior marketing professional who advances University Health Network's (UHN) brand, reputation, and organizational priorities through data-driven marketing, digital communications, campaign planning, performance measurement, and audience engagement strategies. Reporting to the Manager, Marketing and Brand Experience, this role brings a marketing lens to communications initiatives across UHN. Working cross-functionally, the Senior Advisor ensures that activities are audience-centered, measurable, and aligned with organizational goals, and acts as a trusted strategic advisor to Communications and Brand Strategy (CaBS) colleagues and stakeholders across the department — helping teams define objectives, identify target audiences, develop integrated marketing approaches, and measure outcomes. The role supports enterprise marketing analytics and reporting, contributes to digital marketing and campaign performance, manages day-to-day website updates, and helps drive continuous optimization of communications, content, and engagement strategies. The Senior Advisor combines strong analytical capability with marketing expertise, balancing strategic thinking with hands-on execution in a fast-paced, complex healthcare environment. This role helps ensure that UHN's communications and marketing activities are strategic, measurable, audience-focused, and continuously improving. As a senior individual contributor, the Senior Advisor, Marketing brings analytics, digital expertise, and marketing knowledge to bear across the department, working with autonomy to enable better decision-making, stronger engagement, and greater impact across UHN's digital and communications ecosystem. The Senior Advisor works collaboratively across teams as a trusted strategic resource on marketing matters, complementing and supporting the leadership provided by the Manager, Marketing and Digital Communications. Duties Support Marketing Analytics, Reporting and Insights Support enterprise marketing reporting across digital channels, including websites, email, social media, content platforms, SharePoint, and other owned and earned channels. Contribute to the development and maintenance of performance measurement frameworks, dashboards, KPIs, and reporting processes that support organizational goals. Analyze quantitative and qualitative data to identify trends, opportunities, risks, and areas for improvement. Translate complex data into clear, actionable insights and recommendations for stakeholders and leadership. Promote a culture of evidence-based decision-making within Communications and Brand Strategy. Monitor industry benchmarks and emerging best practices to help improve performance measurement approaches. Present findings and recommendations to stakeholders in a clear and compelling manner. Contribute to Integrated Marketing and Campaign Performance Support the planning, execution, and measurement of integrated marketing campaigns that advance UHN priorities, working across the department to optimize outcomes. Collaborate with communications, content, digital, design, events, and stakeholder teams to ensure campaigns are strategically planned and effectively executed. Help develop campaign measurement plans and performance frameworks that align objectives, audiences, tactics, and outcomes. Evaluate campaign effectiveness and apply insights to improve future initiatives. Identify opportunities to increase visibility, engagement, awareness, and conversion through digital channels. Serve as a Strategic Marketing Advisor Across the Department Act as a trusted advisor to Communications and Brand Strategy colleagues and stakeholders across the department. Bring a marketing lens to communications planning by helping teams define objectives, audiences, positioning, channels, and success measures. Provide guidance on marketing strategy, audience engagement, content effectiveness, and performance optimization. Influence decision-making through data, insight, and evidence-based recommendations. Build strong relationships across UHN and navigate competing priorities with diplomacy, collaboration, and sound judgment. Support colleagues in applying marketing principles to communications initiatives that drive meaningful engagement and action. Support Digital Marketing and Channel Optimization Conduct website performance analysis, behavioral analytics, and user experience research to inform digital optimization initiatives. Support website triage processes and day-to-day prioritization of digital requests in collaboration with content, communications, and technical teams. Maintain a strong working knowledge of content management systems, including Optimizely and SharePoint. Advise colleagues on digital best practices, content performance, accessibility, and audience engagement. Monitor digital trends and emerging technologies, recommending opportunities for innovation and improvement. Contribute to Search, AI and Digital Discovery Optimization Maintain knowledge of current digital marketing best practices, including search engine optimization (SEO), answer engine optimization (AEO), generative engine optimization (GEO), and emerging AI-driven discovery trends. Advise stakeholders on strategies to improve content discoverability, relevance, and performance across search and AI-driven platforms. Monitor changes in digital search behavior and recommend adjustments to content and marketing strategies. Support the development of governance, standards, and best practices related to digital discoverability and AI-enabled experiences. Support Paid Marketing Initiatives Support the planning and execution of paid marketing initiatives, including paid social media, search engine marketing (SEM), pay-per-click (PPC), and digital advertising campaigns. Monitor campaign performance, budget utilization, and return on investment. Recommend optimizations to improve reach, engagement, efficiency, and outcomes. Collaborate with internal teams and external partners to support effective campaign delivery. Collaboration Across the Department Contribute to cross-functional initiatives involving multiple stakeholders and competing priorities, working with a high degree of autonomy. Foster collaboration across Communications and Brand Strategy and partner departments. Contribute to departmental planning, continuous improvement, and innovation initiatives. Share marketing knowledge and best practices with colleagues through informal coaching, mentoring, and knowledge sharing. Support the development of marketing standards, frameworks, and best practices across UHN. Bachelor's degree in Marketing, Communications, Business, or a related discipline required. 5-7 years of progressive experience in marketing, digital marketing, communications, or a related field. Experience developing and evaluating integrated marketing campaigns. Experience leveraging analytics and insights to support strategic decision-making. Experience supporting website performance, digital channels, and content optimization initiatives. Experience working in complex, matrixed organizations with diverse stakeholder groups. Healthcare, academic, public sector, or not-for-profit experience is considered an asset. Strong understanding of modern marketing principles, audience engagement strategies, and customer journey planning. Demonstrated experience in digital marketing, analytics, performance measurement, and reporting. Knowledge of SEO, AEO, GEO, content discoverability, and AI-enabled search trends. Familiarity with web analytics, social media analytics, dashboard development, and performance reporting tools. Experience with content management systems such as Optimizely and SharePoint. Strong analytical and problem-solving skills with the ability to translate data into actionable recommendations. Excellent communication, presentation, facilitation, and stakeholder management skills. Demonstrated ability to influence without direct authority. Strong organizational skills with the ability to manage multiple priorities and deadlines independently. Sound judgment, diplomacy, tact, and political acuity. Commitment to continuous learning and staying current with evolving digital and marketing trends. Why join UHN? In addition to working alongside some of the most talented and inspiring healthcare professionals in the world, UHN offers a wide range of benefits, programs and perks. It is the comprehensiveness of these offerings that makes it a differentiating factor, allowing you to find value where it matters most to you, now and throughout your career at UHN. Competitive offer packages Government organization and a member of the Healthcare of Ontario Pension Plan (HOOPP ) Close access to Transit and UHN shuttle service A flexible work environment Opportunities for development and promotions within a large organization Additional perks (multiple corporate discounts including: travel, restaurants, parking, phone plans, auto insurance discounts, on-site gyms, etc.) Current UHN employees must have successfully completed their probationary period, have a good employee record along with satisfactory attendance in accordance with UHN's attendance management program, to be eligible for consideration. All applications must be submitted before the posting close date. UHN uses email to communicate with selected candidates. Please ensure you check your email regularly. At University Health Network (UHN), artificial intelligence technologies may be used to assist in the screening, assessment, and selection of candidates for this position. Please be advised that a Criminal Record Check may be required of the successful candidate. Should it be determined that any information provided by a candidate be misleading, inaccurate or incorrect, UHN reserves the right to discontinue with the consideration of their application. UHN is an equal opportunity employer committed to an inclusive recruitment process and workplace. Requests for accommodation can be made at any stage of the recruitment process. Applicants need to make their requirements known. We thank all applicants for their interest, however, only those selected for further consideration will be contacted. UHN is Canada’s #1 hospital and the world’s #1 publicly funded hospital. With 10 sites and more than 44,000 TeamUHN members, UHN consists of Toronto General Hospital, Toronto Western Hospital, Princess Margaret Cancer Centre, Toronto Rehabilitation Institute, The Michener Institute of Education and West Park Healthcare Centre. As Canada's top research hospital, the scope of biomedical research and complexity of cases at UHN have made it a national and international source for discovery, education and patient care. UHN has the largest hospital-based research program in Canada, with major research in neurosciences, cardiology, transplantation, oncology, surgical innovation, infectious diseases, genomic medicine and rehabilitation medicine. UHN is a research hospital affiliated with the University of Toronto. UHN’s vision is to build A Healthier World and it’s only because of the talented and dedicated people who work here that we are continually bringing that vision closer to reality.