Sr. Brand Manager

OLG • Toronto, ON

6d • CA$95,200 - CA$142,800 • Onsite

About The Position

We are ready to take OLG's Enterprise Brand to the next level and are looking for a strategic brand builder to help shape what's next. As Senior Brand Manager, you will play a critical leadership role in evolving the OLG Masterbrand, creating authentic connections with customers, and developing programs that strengthen relevance, trust, and consideration across Ontario. This is not a traditional brand management role. We're looking for someone who thrives in ambiguity, can identify opportunities where others see complexity, and has the ability to transform insights, cultural trends, consumer behaviour, and business challenges into compelling strategies and measurable results. As a social-native marketer with a deep understanding of culture, content, and emerging consumer trends, you will lead some of OLG's most important enterprise initiatives, including the evolution of our social strategy, the expansion of our Believability in Winning platform, and the development of integrated programs that connect enterprise brand objectives with product priorities. Working across the organization, you will leverage consumer insights, performance data, and cultural intelligence to develop innovative, full-funnel marketing programs that drive engagement, consideration, customer acquisition, and player participation. You will help shape the future of the OLG brand while influencing stakeholders, challenging conventional thinking, and advancing the organization's long-term growth ambition.

Requirements

• Minimum 5 years of progressive experience in consumer marketing, brand management, or product marketing.
• Demonstrated experience developing and executing brand strategies, positioning, and integrated marketing plans.
• Experience with customer segmentation, concept development and testing, campaign execution, and performance evaluation.
• Proven experience managing external agencies, research partners, and marketing vendors.
• Experience leading complex, cross-functional initiatives in a fast-paced environment.
• Bachelor's degree in Marketing, Business Administration, or a related field.

Nice To Haves

• MBA considered an asset.
• Highly collaborative with the confidence and credibility to challenge thinking, shape decisions, and build organizational belief in new ideas.
• Proven experience synthesizing data, research, consumer insights, and business objectives into actionable brand strategies.
• Strong storytelling and narrative development skills with the ability to influence executive stakeholders.
• Experience building brand platforms, content ecosystems, and integrated marketing programs rather than solely executing established plans.
• Demonstrated ability to identify opportunities where others see complexity and develop strategic solutions that align diverse stakeholder groups.
• Exceptional ability to operate in ambiguity and create clarity from incomplete or evolving information.
• Deep understanding of brand building as a driver of long-term business growth and marketing effectiveness.
• If you bring relevant skills and a willingness to learn, we encourage you to apply—even if you don’t meet every listed qualification.

Responsibilities

• Shaping and evolving OLG's Enterprise Brand strategy by developing programs that build trust, increase relevance, strengthen consideration, and reduce barriers to play.
• Leading OLG's most critical enterprise marketing initiatives, translating consumer insights, business priorities, and cultural trends into integrated brand experiences that influence customer behaviour and drive measurable business outcomes.
• Owning the strategic development, execution, and optimization of OLG's Believability in Winning platform.
• Developing integrated programs that leverage winner stories, cultural moments, creator partnerships, emerging content formats, and enterprise storytelling to reinforce winning narratives and drive consideration across the customer journey.
• Leading the evolution and stewardship of OLG's Enterprise Social Strategy, defining the role of social within the Masterbrand ecosystem including channel architecture, audience strategy, content principles, tone and manner, and measurement frameworks.
• Partnering with the internal Social Media team & Social Agency, driving the strategy behind the always-on social and content programs that strengthen OLG's relevance, deepen engagement with the Player of the Future (POTF), and create authentic connections between the brand, products, and culture.
• Serving as OLG's Enterprise Brand expert on social behaviour, cultural relevance, and emerging consumer trends, identifying opportunities to connect the brand to conversations, moments, and communities in authentic and meaningful ways.
• Leading the identification and activation of emerging social, cultural, and content trends, translating them into ownable brand programs that increase relevance, engagement, and consideration among POTF and growth audiences.
• Building and executing full-funnel brand programs that connect enterprise objectives with product priorities, creating clear pathways from awareness and consideration through engagement and participation.
• Translating complex consumer, market, performance, and brand-health insights into actionable strategies, compelling narratives, and innovative programs that influence stakeholder decision-making and drive organizational alignment.
• Identifying emerging cultural, social, consumer, and marketplace trends and converting them into scalable brand opportunities that advance OLG's strategic priorities and strengthen competitive differentiation.
• Establishing measurable objectives, KPIs, reporting frameworks, and optimization plans for assigned programs, ensuring decisions are informed by performance data, consumer behaviour, and business impact.
• Acting as a strategic advisor and brand thought leader across the organization, helping stakeholders understand how Enterprise Brand contributes to brand equity, customer receptivity, consideration, and downstream product performance.
• Partnering and orchestrating programs with cross-functional partners including Marcom, Social, XM, Partnerships, Paid Media, Product, Digital, Enterprise Analytics, Enterprise Strategy, Communications, and external agency partners to deliver integrated customer experiences that strengthen OLG's position and customer preference.

Benefits

• Eligible employees and dependents have access to comprehensive, employer-paid group benefits coverage (permanent employees only).
• Participation in a highly desirable defined benefit pension plan.
• Participation in a performance-based incentive plan that recognizes organizational and individual achievements (permanent employees only).
• Competitive paid time-off provisions to support work-life balance and well-being.
• Become your best self with access to new opportunities and personalized support programs.
• 24/7 access to robust online learning programs.
• Equity, diversity, and inclusion: Core to OLG’s culture, empowering employees to bring their authentic selves and make a meaningful impact across Ontario.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior