We are BLG: Canada’s Law Firm. Our culture is one of vigilance and curiosity, Firm-wide collaboration, unfailing mutual respect and dedication. We pride ourselves on having standout talent and delivering an exceptional client experience. We are a future-minded Firm delivering high-value advice and known for our unwavering commitment to innovation, diversity and inclusion, community involvement and talent development. Learn more about us at www.blg.com. Role Overview Reporting into the Executive Director, Brand and Market Strategy, the Senior Manager, Brand and Market Strategy helps to proactively identify market opportunities and translate BLG's business objectives into powerful national brand and go-to-market strategies. This position supports all facets of brand expression, digital engagement, and marketing technology to elevate BLG's market profile, competitive positioning, and client experience. Acting as a brand architect, this role is designed to ensure consistent brand excellence and innovation while driving measurable business impact, in alignment with the firm’s priorities. The incumbent is proactive, driven and detail-oriented – using those skills to develop and execute innovative ideas. They bring energy and enthusiasm to driving BLG toward becoming the "firm of the future," and thrive in a dynamic, transparent, and accountability-driven environment. Key Responsibilities Brand & Go-to-Market Execution Architect and implement comprehensive brand strategy ensuring alignment with business objectives and continuous refinement based on market shifts and client expectations. Translate business strategy and opportunities into actionable go-to-market plans for key practice and focus areas. Execute market positioning and differentiation initiatives to secure and expand BLG's leadership status in competitive legal markets. Champion brand governance frameworks ensuring consistent messaging across all internal and external touchpoints. Support with board reporting initiatives, translating marketing analytics into strategic insights and recommendations for senior leadership. Digital Content Strategy & Marketing Technology Collaborate with Business Development to develop and execute content marketing strategies that showcase expertise, generate qualified leads, and support revenue enablement. Lead AI-powered marketing initiatives including social listening, competitive intelligence, content optimization, and predictive analytics to enhance strategic decision-making and campaign targeting. Develop and refine content workflows and editorial calendars across all digital platforms to ensure consistent thought leadership positioning. Champion marketing technology optimization including CRM, marketing automation, and analytics platforms to drive efficiency and competitive advantage. Execute comprehensive SEO/GEO/AEO strategies leveraging LLM technologies to enhance organic search performance and digital visibility across all touchpoints. Transform marketing analytics into actionable strategic insights. Communications & External Relations Support the development of an integrated external communications strategy that elevates BLG's brand, supports business objectives, and manages reputational risk. Support proactive media relations, crisis communication protocols, and public relations campaigns to enhance firm visibility. Support the development and implementation of strategies to enhance the external visibility and thought leadership profiles of key firm executives and practice leaders. Liaise with external agencies and communication partners, as needed, to ensure quality and consistency of marketing activities and output. Support the strategic assessment of rankings and awards opportunities, determining which initiatives deliver measurable value, while supporting execution teams to achieve year-over-year improvement in targeted results. Event & Client Engagement Help to oversee the planning and execution of flagship firm events, conferences, and bespoke client engagement initiatives. Support the management of event ROI measurement and optimization strategies to ensure measurable business impact. People Leadership & Operations Lead and inspire direct reports to generate breakthrough marketing ideas and innovative strategies. Foster a culture of high performance and continuous development. Support the management of the national marketing budget, ensuring optimal resource allocation and demonstrable ROI on marketing investments. Serve as an advisor and influencer to national lawyers on brand and market-facing strategies Foster strong partnerships with Business Development, Talent, and other key stakeholders to ensure cohesive client engagement strategies. Lead operational excellence initiatives by implementing systematic tracking, standardized update procedures for marketing materials, and robust reporting mechanisms that drive efficiency and accountability. Success Metrics Team Excellence: Team engagement, retention, and skill development outcomes. Brand Equity Growth: Year-over-year improvement in brand awareness, perception, sentiment, and share of voice in target markets. Marketing ROI: Demonstrable return on marketing investments and contribution to firm profitability. AI & Innovation Implementation: Measurable impact of AI-powered marketing tools, predictive analytics, and automated workflows that demonstrate efficiency gains and competitive advantage. Digital Performance: Qualified website traffic growth, conversion rate optimization, and social media engagement quality. Client Experience Enhancement: Improvement in Client Net Promoter Score (NPS) attributable to marketing and brand initiatives. Key Competencies Education: Bachelor’s degree in marketing, communications, business, or related field. Experience: Minimum eight years of progressive marketing experience, with experience in B2B professional services. Strategic thinker, results-oriented, with good decision-making skills. Excellent organizational and planning skills and the ability to manage multiple projects simultaneously. Strong written and oral communication skills. Leadership and Presence: Experience directly managing marketing professionals and/or leading cross-functional teams. Proven ability to confidently advise, influence, and build credibility with senior business professionals and senior partners. AI & Advanced Technology: Proven experience implementing AI-powered marketing solutions, including LLM technologies for content optimization, predictive analytics for campaign targeting, and AI-driven insights for strategic decision-making. Industry and Legal Knowledge: Understanding of Canadian sectors and industries. Deep interest in learning about corporate and litigation law, and how legal services are delivered to firm clients. Program Management: Track record of supporting the execution of successful, large-scale brand strategies that delivered measurable business impact in complex organizations. Technology Expertise: Experience with marketing technology stack including CRM, Marketing Automation, AI tools, and Advanced Analytics. Other: Bilingual (English, French) is an asset. We thank all applicants for their interest in this position, however, only applicants selected for an interview will be contacted. Everyone at BLG is required to carry out the duties of their role while upholding the important principles of our respectful workplace policies, and treating everyone with respect, regardless of position. At BLG, valuing diversity and inclusion is key to a respectful workplace. *Please note that relatives of current BLG employees and partners are not eligible for consideration.’’ BLG is committed to building a diverse workplace reflective of the communities we serve and to fostering an inclusive culture where Firm members feel valued, respected and inspired to thrive as their authentic selves. We value diversity of thought and the unique skills, perspectives and experience each individual brings to BLG. We welcome applications from all qualified candidates and encourage applicants from members of groups that have been historically underrepresented, including but not limited to First Nations, Métis and Inuit Peoples, racialized individuals, persons with disabilities, people who identify as women and/or LGBTQ2S+. We also strive to provide an accessible candidate experience. Please let us know if you need any accommodations during the recruitment process. We are BLG: Canada's Law Firm. We pride ourselves on having outstanding, talented people and delivering an exceptional client experience. We are a future-minded firm, delivering high-value advice and known for our commitment to innovation, diversity and inclusion, community involvement and talent development. Our culture is one of curiosity, firm-wide collaboration, mutual respect, dedication and continuous improvement. We look forward to hearing from you and exploring how you can contribute to our team. 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