Job Description

CANADIAN PREMIER LEAGUE (CPL) & CANADIAN SOCCER BUSINESS (CSB) – WHO WE ARE:

We are two organizations under one roof with a shared goal of making soccer the #1 sport in

Canada. More specifically, we are Canada’s Tier 1 professional soccer league (Canadian Premier

League or CPL) and a related media and rights agency business (Canadian Soccer Business or CSB) that complement one another in pursuit of this goal.

The CPL is currently comprised of eight member Clubs serving communities from coast to coast. In addition to playing in domestic competitions (CPL and the Canadian Championship), we also represent Canada in the global FIFA ecosystem via our regional club competition with direct entries into the Concacaf Champions Cup.

CSB is a commercial agency that is the engine of growth for Canadian Soccer. It represents media rights and a suite of leading national corporate partnership properties including Canada Soccer’s Women’s and Men’s National Teams, Youth National Teams, Canadian Championships, CPL and its member Clubs, and League1 Canada (League1 Canada is the country’s top pro-am league, a key part of the pathway to professional soccer for Canadians including 67 women’s teams and 94 men’s teams).

With Canada hosting matches in the FIFA World Cup 2026™ with co-hosts Mexico and the United States, and the CPL entering its seventh season, there has never been a better time to be involved in Canadian soccer!

Our Company is an equal opportunity employer and values the diversity of the people it hires

and serves. To us diversity means fostering a workplace in which individual differences are

recognized, appreciated, respected, and responded to in ways that fully develop and utilize each

person's talents and strengths.

POSITION OVERVIEW – WHO YOU ARE:

The Director, Digital Marketing is a skilled digital marketer that has a passion for soccer, with

the objective and mission to elevate pro soccer in Canada. You are passionate about the full

marketing funnel, specifically acquisition and conversion of users. Understanding the Fan

Engagement journey and capturing first party data is critical to driving value for our Clubs. Our

campaigns require a focus on optimization, community segmentation, and strategy. Help us

scale by improving our user funnel metrics, acquisition costs, offer and content planning, and

by helping us automate our campaign operations applying AI where it will improve outcomes.

As a driving force behind our marketing campaigns, you care about the outcomes and are

constantly monitoring the campaign performance and optimizing to ensure they meet our

goals, on time and on budget.

SCOPE OF RESPONSIBILITIES:

• Develop, own and execute CPL’s digital marketing strategy
• Develop and collaborate on marketing campaigns and action plans to drive department
• strategy; including targeting recommendations, test design, channel optimization,
• product strategy and cost/benefit analysis based on data analyses
• Build our cross-channel CRM campaigns (email, push notification, in-app message) from
• targeting, template creation to QA, and reporting
• Manage the build and the execution of the CPL App/CanPL.ca strategy and supporter
• journey, leveraging best practices and learnings informed by data and insights in
• collaboration with our Clubs
• Perform day-to-day content marketing activities including, but not limited to, email
• campaign build, set-up, scheduling, testing and deployment of one-time, recurring,
• triggered and dynamic content-driven campaigns
• Drive membership engagement strategy for the CPL App/CanPL.ca fan experience
• including content, targeting, and journey design.
• Own the Data Management, Analytics and Innovation for the business. Analyze and
• profile available, reliable, and relevant data (internal and external) to uncover insights in
• support of the business. Measure and report performance of campaigns and assess
• against goals (ROI and KPIs)
• Develop a Loyalty marketing calendar inclusive of necessary incentives, partnerships,
• and messages to drive supporter journey. Partner with the Clubs to optimize their digital
• success through sharing of best practices including campaigns and activations on the
• App Loyalty program
• Incorporate industry best practices and reporting roadmap to build a solid scalable
• foundation/ solution and define performance analytics standards, guidelines and
• marketing KPIs for marketing strategies, programs and campaigns to measure
• effectiveness
• Proactively stay current with the latest CRM, Lifecycle Marketing, Fan Engagement,
• Artificial Intelligence and Marketing Automation trends and tools, to provide innovative
• recommendations
• Responsible for creating CRM and CDP first party data strategies for the organization
• Help in providing suggestions in the process of selecting appropriate digital tools and
• provide consulting on implementing latest techniques for measurement and analysis
• Establish strong relationships with key internal and external stakeholders, particularly
• your peers at our member clubs. A service focus mentality; collaborate and plan
• together to ensure a successful campaign roadmap
• Ability to liaison between brand teams and agencies to ensure project tasks are clearly
• defined, including roles and responsibilities.
• Comply fully with all privacy, confidentiality, marketing permissions, data security and
• other requirements related to the handling, access and storage of customer data
• Leverage insights and best practices to continually improve decision-making, processes
• and campaign development activities and data reporting accuracy
• Planning, implementing, managing, monitoring, and upgrading the organization's
• website along with sharing Best Practices with clubs
• Develop and conceptualize a comprehensive UI/UX design strategy for the league.
• Improving the user experience of the website regularly

QUALIFICATIONS (KNOWLEDGE, SKILLS, ABILITIES, EXPERIENCE)

Job Specific Skills and Abilities:

• You’re highly creative with experience in identifying target audiences and devising
• digital campaigns that engage, inform and motivate
• You can demonstrate the ability to build out a strategic marketing plan with specific
• outcomes
• You demonstrate an understanding of digital acquisition best practices and
• experience/technology trends and managing social, paid search, SEO, video, DSP and
• display advertising campaigns
• Ability to troubleshoot website issues in a fast-paced environment
• Strong attention to detail in regard to website UI/UX design
• Experience with developer services (APIs & SDKs)
• Heavy marketing/CRM experience, including leading customer loyalty and direct
• marketing programs
• Strong interpersonal, consensus-building skills, with ability to communicate and achieve
• results across multiple audiences in complex organizational structure. Service oriented
• mentality
• Data is your friend - you have strong analytical skills and are able to collaborate with
• others including clubs to identify potential solutions and to think objectively
• You're a natural storyteller, with the ability to decipher data and communicate it to a
• variety of audiences

EDUCATION:

• 6-8 years relevant work experience
• Bachelor’s Degree in Marketing, Business Administration, or a related field. An advanced
• degree or equivalent experience is preferred
• Other Considerations:
• An understanding of the sports landscape, especially soccer and our mission at the
• Canadian Premier League

Other Considerations:

An understanding of the sports landscape, especially soccer and our mission at the

Canadian Premier League

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