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Vice President - Marketing, Strategy & Member Engagement

Thorold, ON, Canada Req #59
Friday, March 1, 2019
CAA Niagara serves over 134,000 members in the Niagara Region and employs 170 people within its five offices in Grimsby, Niagara Falls, St. Catharines, Thorold and Welland. CAA Niagara is part of a federation of eight membership clubs serving over 6 million members through 140 offices across Canada. CAA clubs continue to build on the trust earned over one hundred years; continually growing the suite of relevant products and services provided to members.The suite of products and services includes: roadside assistance, insurance, travel, rewards and public affairs.


We are looking for a community-driven leader to join our team. The Vice-President of Marketing, Strategy & Member Engagement will exemplify our core values of integrity, teamwork, service excellence and respect & Inclusivity while balancing the needs of our strategic pillars of our employees, members and the community.

Strong in marketing, public relations and business development, the VP will ensure successful delivery of rewarding member experiences and maintain our trusted brand and image in the Niagara Region and across the CAA Brand.

CAA Niagara offers a competitive Total Rewards package, with a focus on,

  • Employee & Family Wellness

  • Giving Back to the Community

  • Retirement Security

There are so many great reasons to join CAA Niagara – Check us out and find out more!


Primary Duties and Responsibilities



  • Development and execution of Marketing Strategies for CAA Niagara.

  • Development and execution of Sales Strategies, particular for Membership and Travel – but supporting other departments as well

  • Lead, mentor and coach the Sales and Marketing Management, including the development and execution of a department strategy

  • Responsible (in conjunction with the CEO) for strategic decisions on what service/products to market while maintaining our premium brand image

  • Full accountability for Sales & Marketing budget and Headcount Budget

  • Actively participate in cross functional projects to enhance the customer experience and strengthen our overall business capabilities

  • Develop and implement an immediate / quarterly / and long term strategic sales plan that identifies opportunities, risk and resources required to maximize CAA Niagara’s revenue stream

Strategic Planning:

  • Developing strategic priorities in partnership with the senior leadership team; monitoring and evaluating the relevance of the strategic priorities

  • Operationalizing and leading the implementation of current strategic priorities while identifying and planning for short and long-term goals and initiatives

  • Developing and implementing systems, policies and strategies to monitor progress toward achievement of CAA Niagara’s goals and objectives

  • Identifying continuous improvement opportunities

  • Assessing and managing the principal risks to CAA Niagara’s business activities to ensure achievement of objectives


Sales Leadership:

  • Establish, maintain and nurture relationships with members, including identifying product development ideas, new business opportunities, and business partnerships.

  • Providing detailed and accurate sales forecasting and reporting

  • Pro-actively re-align/adapt sales strategies to anticipate changing economic conditions

  • Managing resources, infrastructure and systems to contribute towards profitable growth

  • Developing and leading programs to drive achievement of sales and other company targets

  • Ensuring the team provides our members with excellent support every step of the way

  • Creating, documenting and enforcing team policies and procedures that reflect best practices

Marketing Leadership:

  • Oversee all marketing initiatives including digital, PR, Brand, New Product Development and Rewards  events and promotion programs

  • Establishing and maintaining CAA Niagara’s strong personal/professional network by promoting the brand, services and products with integrity

  • Leading the launch of new services and sales promotions for targeted marketing initiatives across the company

  • Maintaining a strong working knowledge of the competitive landscape to ensure that CAA Niagara is positioned to win

  • Delivering on key accountabilities and responsibilities to improve the CAA Niagara brand, consistently on time and on budget

People Leadership:

  • Leading, developing and mentoring the Travel, Membership, and Marketing teams

  • Establishing and maintaining a performance management / coaching culture

  • Mentoring the managers of teams to ensure they have the required knowledge to effectively provide suitable and appropriate recommendations to clients and develop the skills necessary to grow the business

  • Providing dynamic and constructive leadership by contributing to a healthy, positive culture that will purposefully engage staff through effective and consistent communication and messaging

  • Fostering a culture that promotes ethical practices, customer focus, and a high level of service



  • Strong relationship management skills with the proven ability to effectively influence customers, internal stakeholders and leaders

  • Results driven with a strategic mindset and a strong business acumen with the ability to work well under pressure and meet deadlines

  • Collaborative – strong team player coupled with strong communication and interpersonal skills

  • Demonstrated leadership – ability to implement strategies and motivate others to achieve results

  • Strategic thinker with strong analytical skills

  • Strong written and verbal communication skills

  • Results oriented with a strong customer focused attitude

  • Ability to identify and adapt to a changing marketplace


Education & Experience


  • Post Secondary education related fields and combination of education and work experience.

  • Minimum 8+ years of relevant work experience

  • Strong experience in Sales & Business Development

  • Strong experience in Marketing

  • Strong Experience in Public Relations

Working Conditions

  • Working in an office environment with frequent interruptions

  • Occasional travel expected primarily within the Niagara Region 

  • Occasional work outside regular business hours

  • Attendance at community events outside work hours required

CAA Niagara is an equal opportunity employer commited to providing an inclusive, barrier free workplace. CAA Niagara provides accommodations to applicants with disabilities throughout our hiring process. If you require an accommodation, please contact the HR Team at

Other details

  • Pay Type Salary
  • Thorold, ON, Canada