📌 Core Information
🔹 Job Title: Head of Professional Marketing (Mat-leave Coverage) - Burnaby, BC
🔹 Company: Specsavers
🔹 Location: Burnaby, British Columbia, Canada
🔹 Job Type: Hybrid (3 days on-site, 2 days remote)
🔹 Category: Marketing & Branding
🔹 Date Posted: April 15, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site with remote flexibility
🚀 Job Overview
Key aspects of this role include:
- Leading and enhancing Specsavers' employer brand across Canada
- Managing a budget of approximately $1,000,000 for high-impact initiatives
- Collaborating with cross-functional teams to align employer branding efforts with overall recruitment and retention strategy
- Utilizing data-driven insights to refine branding strategies and enhance their impact
- Developing and executing a compelling Specsavers employer brand to attract and retain optometrists, retail partners, and key professionals
ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and the ability to work effectively with various stakeholders.
📋 Key Responsibilities
Professional Brand Development
- Lead the development and execution of a compelling Specsavers employer brand to attract and retain optometrists, retail partners, and key professionals
- Work collaboratively with the Marketing and Optometry Support teams to align employer branding efforts with the company's overall recruitment and retention strategy
- Utilize data-driven insights to refine branding strategies and enhance their impact
ASSUMPTION: These responsibilities require a deep understanding of the optical industry, strong analytical skills, and the ability to translate data insights into actionable strategies.
Trade Advertising & Digital Strategy
- Develop and manage a multi-channel trade advertising strategy to support business growth
- Oversee a proactive and reactive social media strategy to strengthen the Specsavers employer brand, leveraging digital platforms to enhance engagement with optometry professionals
- Own the development and maintenance of digital and non-digital collateral, including the employer brand website, recruitment tools, and marketing assets
ASSUMPTION: These responsibilities require strong digital marketing skills, proficiency in social media strategy, and the ability to manage multiple projects simultaneously.
Events and Professional/University Relations
- Execute 30+ events each year across student, professional, and partner events in Canada and the USA
- Build key external relations within the optometry industry in Canada and the US
ASSUMPTION: These responsibilities require strong event planning skills, the ability to manage multiple events simultaneously, and the ability to build and maintain effective industry relationships.
Trade Events & Publications
- Establish and maintain relationships with key industry publications to ensure strategic placement of editorial and paid content
- Oversee the development of professional PR stories to enhance Specsavers' presence in Canadian optical trade media
- Develop and manage participation in industry events that align with recruitment and retention objectives
- Support the creation and execution of Specsavers-hosted educational and recruitment events
ASSUMPTION: These responsibilities require strong communication skills, the ability to build and maintain effective industry relationships, and the ability to manage multiple projects simultaneously.
Awards & Testimonials
- Develop a strategic approach to industry awards, endorsements, and testimonials to enhance the Specsavers employer brand and recruitment appeal
ASSUMPTION: This responsibility requires strong strategic planning skills and the ability to effectively communicate the value of Specsavers as an employer of choice.
CRM
- Implement, develop, and maintain a fit-for-purpose CRM to support the recruitment team in attracting key talent from Graduate to partners
ASSUMPTION: This responsibility requires strong CRM management skills and the ability to effectively integrate a CRM system into the recruitment process.
Careers Site and Micro Site/Blog
- Continuously develop and maintain the new Specsavers Careers site
- Write and maintain engaging content on the partnership blog
ASSUMPTION: These responsibilities require strong content creation skills and the ability to effectively manage and update a careers website and blog.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Communications, or a related field
Experience: Proven experience in marketing management, employer branding, or professional recruitment marketing
Required Skills:
- Strong communication and stakeholder engagement skills
- Experience in multi-channel marketing planning and execution
- Proficiency in digital marketing, social media strategy, and content development
- Demonstrated ability to manage a $1,000,000 budget effectively
- Leadership experience with direct team management responsibilities
- Strong analytical skills to measure and optimize campaign effectiveness
Preferred Skills:
- Experience in trade or industry brand building
- Background in the optical or healthcare industry
ASSUMPTION: These qualifications are essential for success in this role, and while the preferred skills are not required, they would be beneficial for candidates looking to excel in this position.
💰 Compensation & Benefits
Salary Range: $145,000 - $165,000 per year
Benefits:
- Generous vacation allotment and 1 paid volunteer day
- 1 extra paid day off and an eyecare voucher on your birthday
- RRSP matching
- Quarterly performance bonus
- Healthcare spending account
- Health and dental benefits effective on your first day
- Team and company social events
Working Hours: Full-time (40 hours per week) with a hybrid work arrangement (3 days on-site, 2 days remote)
ASSUMPTION: The salary range and benefits package are competitive and reflect the experience level and responsibilities of the role. The hybrid work arrangement offers flexibility and work-life balance.
📌 Applicant Insights
🔍 Company Context
Industry: Retail, specifically optical retail and eyecare services
Company Size: Medium (158 employees)
Founded: 1984 in the UK, with a presence in Canada since 2008
Company Description:
- Specsavers is a leading provider of eyewear and eyecare services, committed to delivering affordable and high-quality products and services to customers
- The company is known for its innovative approach to eyecare, focusing on accessibility, affordability, and customer satisfaction
- Specsavers is dedicated to transforming the eyecare experience in Canada, with a strong focus on community involvement and giving back
Company Specialties:
- Eyewear and eyecare services
- Retail and online sales
- Optometry and optician services
- Community involvement and giving back
Company Website: www.specsavers.ca
ASSUMPTION: Specsavers is a well-established company with a strong brand presence in the optical retail and eyecare services industry. The company's commitment to community involvement and giving back sets it apart from its competitors.
📊 Role Analysis
Career Level: Mid-career to senior-level marketing professional
Reporting Structure: This role reports directly to the Director of Professional Recruitment
Work Arrangement: Hybrid (3 days on-site, 2 days remote) with a flexible and dynamic work environment
Growth Opportunities:
- Potential for career progression within the marketing department or the broader organization
- Opportunities to work on high-impact initiatives and contribute to the company's overall success
- Chance to gain experience in various aspects of marketing, including branding, digital strategy, events, and PR
ASSUMPTION: This role offers significant growth opportunities for the right candidate, with the potential to make a real impact on the company's employer brand and recruitment efforts.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space with a hybrid work arrangement
Office Location(s): Burnaby, British Columbia, Canada
Geographic Context:
- Burnaby is a suburban city located east of Vancouver, with a population of approximately 230,000
- The city offers a mix of urban and natural environments, with easy access to outdoor recreation and cultural amenities
- Burnaby is well-connected by public transportation, with convenient access to downtown Vancouver
Work Schedule: Monday to Friday, with flexible hours based on the hybrid work arrangement
ASSUMPTION: The Burnaby office offers a modern, collaborative work environment with a hybrid work arrangement that promotes work-life balance. The city of Burnaby provides a mix of urban and natural environments, with easy access to cultural amenities and outdoor recreation.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with the HR team
- In-depth behavioral and situational interviews with the hiring manager and/or team members
- Final interview with the Director of Professional Recruitment
- Background check and reference check
- Job offer and onboarding
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Leadership and team management skills
- Communication and stakeholder engagement skills
- Digital marketing and social media strategy skills
- Budget management and financial acumen
- Industry knowledge and understanding of the optical retail and eyecare services industry
Application Tips:
- Tailor your resume and cover letter to highlight relevant skills and experiences for this role
- Prepare for behavioral and situational interview questions, focusing on your problem-solving skills, leadership experiences, and industry knowledge
- Research Specsavers' company culture and values to demonstrate your fit for the organization
- Prepare questions to ask the interviewer about the role, the team, and the company to showcase your interest and engagement
ATS Keywords: Employer branding, marketing strategy, digital marketing, social media, event planning, PR, CRM, recruitment marketing, leadership, stakeholder engagement, budget management, optical retail, eyecare services
ASSUMPTION: The application process for this role is competitive, and candidates should be prepared to demonstrate their skills, experiences, and cultural fit throughout the interview process.
🛠️ Tools & Technologies
- CRM software (e.g., Salesforce, HubSpot, or Zoho CRM)
- Marketing automation tools (e.g., Marketo, Pardot, or HubSpot Marketing)
- Social media management tools (e.g., Hootsuite, Buffer, or Sprout Social)
- Project management tools (e.g., Asana, Trello, or Jira)
- Google Workspace (Gmail, Google Docs, Google Sheets, Google Slides)
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Design tools (e.g., Canva, Adobe Creative Suite, or Sketch)
ASSUMPTION: Proficiency in these tools is not required but would be beneficial for candidates looking to excel in this role.
👔 Cultural Fit Considerations
Company Values:
- Collaborative: We work together as one Specsavers to deliver our purpose
- Curious: We question, explore, and seek out diverse perspectives to develop our knowledge and understanding
- Courageous: We challenge the status quo, we experiment with good ideas, and we are brave, bold, and fast in our decision making
- Compassionate: We care, support, and help each other
- Commercial: We treat money wisely and make decisions that are good for our customers, our partners, our people, and good for the long term
Work Style:
- Dynamic and fast-paced, with a focus on collaboration and innovation
- Data-driven and analytical, with a strong emphasis on continuous improvement
- Customer-focused, with a commitment to delivering exceptional customer experiences
- Adaptable and resilient, with a willingness to embrace change and learn from setbacks
Self-Assessment Questions:
- How do you align with Specsavers' company values, and how have you demonstrated these values in your previous roles?
- How do you approach working in a dynamic, collaborative environment, and how have you contributed to a positive work culture in previous roles?
- How do you balance data-driven decision-making with a customer-centric approach, and how have you applied this balance in your previous roles?
- How do you approach continuous learning and professional development, and how have you applied this approach in your previous roles?
ASSUMPTION: Candidates who align with Specsavers' company values and work style, and who can demonstrate their fit through self-assessment questions, will be more likely to succeed in this role.
⚠️ Potential Challenges
- The role requires managing a significant budget and may involve making difficult financial decisions
- The role may require working with tight deadlines and managing multiple projects simultaneously
- The role involves collaborating with various stakeholders, which may require strong communication and negotiation skills
- The role may require working with external vendors and partners, which may present unique challenges and complexities
- The role may require occasional travel to attend industry events or meet with key stakeholders
ASSUMPTION: These challenges are inherent to the role and require a proactive, solutions-oriented approach to overcome. Candidates who can demonstrate their ability to manage these challenges effectively will be better suited for this role.
📈 Similar Roles Comparison
- This role is unique in its focus on employer branding within the optical retail and eyecare services industry
- While there may be similar roles in other industries, the specific context and requirements of this role make it distinct
- Candidates should focus on the unique aspects of this role and how their skills and experiences align with these specific requirements
ASSUMPTION: Candidates who can demonstrate their understanding of the unique aspects of this role and how their skills and experiences align with these specific requirements will be better suited for this position.
📝 Sample Projects
- Developing and executing a successful employer branding campaign that resulted in a significant increase in job applications and candidate quality
- Managing a multi-channel trade advertising strategy that generated a high return on investment and contributed to business growth
- Planning and executing a series of events that enhanced Specsavers' employer brand and strengthened relationships with key industry stakeholders
- Creating and implementing a CRM system that improved the recruitment team's efficiency and effectiveness in attracting and retaining key talent
ASSUMPTION: Candidates who can provide specific examples of their achievements in these areas will be better suited for this role.
❓ Key Questions to Ask During Interview
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does this role fit into the overall marketing and recruitment strategy for Specsavers?
- What are the biggest challenges facing the employer branding efforts at Specsavers, and how can this role address them?
- How does Specsavers support the professional development and growth of its marketing team members?
- What are the most important qualities and skills for success in this role, according to the hiring manager?
ASSUMPTION: Asking these questions demonstrates the candidate's interest in the role, the team, and the company, and their commitment to making a positive impact in the position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the Specsavers Careers website
- Tailor your resume and cover letter to highlight relevant skills and experiences for this role
- Prepare for behavioral and situational interview questions, focusing on your problem-solving skills, leadership experiences, and industry knowledge
- Research Specsavers' company culture and values to demonstrate your fit for the organization
- Prepare questions to ask the interviewer about the role, the team, and the company to showcase your interest and engagement
- Follow up with the hiring manager or HR team within one week of your interview to express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
