Senior Manager, Brand

ABOUT GOWLING WLG
 
 At Gowling WLG, our commitment to excellence begins with our people. As an international law firm with offices in Canada, the U.K., Europe, the Middle East, and Asia, we're proud to recruit and retain top talent who bring energy, insight, and a singular focus on delivering exceptional experiences – for our clients and each other.

We're intentional about building a workplace that's both high-performing and supportive, ensuring that everyone is empowered to do their best work and reach their full potential. Our culture is grounded in our shared values: Raise the Bar, Embrace Differences, and Thrive Together. These values shape how we collaborate, lead, and succeed – across teams, time zones, and career paths.

Whether you're pursuing a role in law or business services, explore what's possible and make your mark with Gowling WLG.

PROFILE

• We are seeking a strategic, creative, and outcomes-obsessed Brand & Marketing leader to manage and effectively grow our Firm's visibility and credibility in the market and with clients, in addition to engaging and exciting our people through leading brand programs, integrated marketing campaigns, sponsorships, and creative design in Canada.
• In this newly created role as Senior Manager, Brand & Marketing, you will be part of the Business Development & Marketing Leadership Team, helping to shape our domestic voice in support of our global brand and platform, influencing how we show up, and developing bold and measurable strategies that break us out of the sea of sameness.
• With people, clients, and community always at the centre, this dynamic role uses equal parts head and heart to set direction, anchor and grow the team, and collaborate widely across the Firm to lead the way and build momentum.
• To you, nothing is impossible – you are a driven innovator who thrives on transforming ambitious ideas into actionable strategies. You believe in strong relationships and exceptional client service, achieving excellence in everything you do. You create inclusive and collaborative environments – projects, teams, and results are better because of your involvement and leadership.

RESPONSIBILITIES

Brand & Marketing

• Own and champion the Canadian brand and the portfolio that brings it to life in, including our brand narrative, voice and tone, visual assets, and guidelines, evolving them as appropriate to continually set Gowling WLG apart.
• Collaborate closely with UK colleagues on our global brand to ensure alignment, consistency, and regular brand audits and updates take place.
• Translate Firm priorities into innovative, integrated brand and marketing plans, programs and campaigns, sponsorships, and creative across channels that move from ideation to execution with precision through tight briefs, clear owners, strong project management, leading go-to-market strategies, and post-mortem to adjust, scale, and improve.
• Architect and maximize audience-centric, multi-channel initiatives across owned, earned, and paid channels to elevate Firm visibility, brand favourability, market credibility, leads and conversions. 
• Generate new ideas and make experimentation common practice (e.g. A/B tests, new channels) to seize market trends, client opportunities, and reputational moments that strategically deliver brand lift and contribute to revenue generation.
• Actively support annual and quarterly planning, thoughtfully contribute to the go-to-market calendar, and track and measure the impact of all initiatives.
• Support and elevate our employer brand, pro bono and corporate social responsibility story and impact to strengthen our market position, tell our story, and reflect our culture.

Sponsorships & Partnerships

• Centrally manage and evaluate existing Firm sponsorships and new sponsorship opportunities across practice groups, sectors, offices, and markets with a clear strategy and framework to build consistency and measurable desired outcomes. 
• Guide and communicate strategic recommendations to pursue, forego or adapt sponsorship requests to partners and senior stakeholders that effectively support our people, clients, communities, and Firm values and priorities with documented rationale, alternatives, and a high level of accountability, while equipping partners and team members with enablement kits, as needed.
• Manage the holistic execution of select sponsorships that range from events and tables to advertising and community organizations with a bold vision and laser focus to strategically profile our partners and people, enhance the Firm's brand and reputation, reinforce client initiatives, and connect to business goals with a focus on return on investment.
• Activate sponsorships that lead the way and break us out of the sea of sameness, connecting to campaign architecture, client initiatives, and sponsorships strategy, while negotiating benefits and investments that matter with vendors, third-party organizations, and other important relationships.

Creative Direction & Visual Assets

• Provide creative direction across external and internal mediums and audiences, including videos, presentations, website imagery, social media, collateral, proposals, campaigns, ads and banners, the intranet and more, working in collaboration with our Chief Growth & Marketing Officer on the vision and approvals
• Recognize that each visual touchpoint allows our clients, prospects, and people to experience our brand and understand the Firm.
• Build a visual asset repository with toolkits, templates, and approved creative imagery that operationalize style guides and gold standard execution, where innovation, creativity, and client-centricity lead the way. 
• Ensure bilingual delivery, accessibility, and brand safety while moving fast.
• Run periodic brand and asset audits and refresh cycles to keep internal creators, agencies, and freelancers on standard.

Measurement, Reporting, Innovation & Optimisation

• Define success metrics upfront, measure throughout, and deliver actionable reporting that can drive quick decision-making through dashboards, insights, and executive storytelling that actively tracks: engagement, brand favourability, client and market perceptions, pipeline influence, ROI, and more.
• Monitor the market, stay on top of best practices and new trends and platforms, and take inspiration from brand, marketing, and client leaders, regularly sharing insights and ideas for continuous improvement.
• Continuously optimize our channel mix with special emphasis on our digital/web, social, and AI opportunities with an agile "launch, learn, adjust, and share" approach.
• Make CRM the fabric, linking brand and marketing to client strategy and relationship planning, while uphold high standards of privacy and CASL-aware practices.

Team Leadership

• Foster a high-performance team culture that's built on trust, excellence, and collaboration across the wider team and Firm.
• Manage and grow a national team of seasoned professionals, serving as both player and coach to provide strong leadership, community, growth and development opportunities.
• Champion the Brand & Marketing function, team and capabilities, and be an active and positive contributor to the Business Development & Marketing Leadership Team, quickly establishing yourself as a thoughtful, knowledgeable, and accountable leader and subject matter expert who is called upon for strategic advice, counsel, and supports.
• Raise the bar as an individual and leader, enabling a growth mindset and agile approach across the team that supports creativity and high-quality, service-oriented delivery. 

QUALIFICATIONS

• Bachelor's degree in Business, Marketing or a related field; Master's degree an asset. 
• 10+ years in progressively senior B2B brand and/or marketing roles; professional services or agency experience is an asset.
• Proven track record of driving successful and measurable marketing plans and strategies that contribute to revenue growth and positive brand reputation in a high-performance, fast-paced, matrix environment.
• Deep expertise in leading end-to-end, multi-channel brand and marketing campaigns, sponsorships, go-to-market approaches, and audience-centric initiatives that inform, excite, and engage, with the ability to use data and relationships to drive decisions and measurable outcomes.
• Proficiency with core tools: MS Dynamics, marketing automation, CRM, PowerBI, social and web analytics, AI and other martech enablers.
• Results-oriented leader with a proven ability to navigate ambiguity and work effectively with senior stakeholders across multidisciplinary teams.
• Strong business acumen: a strategic thinker, builder and problem solver who naturally and proactively connects market trends, client needs, and business opportunities to deliver tailored solutions that address client needs and enhance the experience.
• Strong leader with a growth mindset and a passion for optimizing brand and marketing strategies for bigger, bolder and better outcomes.
• A self-starter with excellent relationship building skills, a high level of accountability and ownership, managing multiple programs and initiatives in a results-driven environment.
• Collaborative team player who thrives in complexity and building trust with stakeholders.
• Exceptional project management, detail orientation and high-quality delivery.
• Excellent communication, presentation, and interpersonal skills, known for simplifying complex ideas clearly and securing buy-in from diverse, executive stakeholders.
• Strong creative judgement with the ability to elevate and guide "what gold standard looks like" across channels, formats, and campaigns.
• Proven expertise in managing demanding stakeholders and anticipating and addressing client needs and issues in a professional and solution-oriented manner.
• Proven ability to lead and influence in a national or international context to identify and capitalize on new opportunities.
• Budget and vendor management with contractual clarity and measurable value.
• Bilingualism in English and French is an asset. 

What We Offer

• Opportunity to shape the voice and presence of a leading international law firm.
• A collaborative, inclusive, and growth-oriented environment.
• Professional development, mentorship, and clear leadership pathways.
• A visible, high-impact role reporting directly to the Chief Growth & Marketing Officer.
• A performance-oriented culture that values craft, clarity, and outcomes.
• Hybrid work model with periodic travel for marquee campaigns and events.

BENEFITS/PERKS

Gowling WLG's total rewards program is designed to foster a culture where high performance and personal well-being go hand-in-hand. We support your career and life with:

• 100% employer-paid health, dental, and mental health coverage, plus an annual lifestyle spending allowance
• Benefits coverage for Firm members and their dependents from day one
• 15+ vacation days 
• Parental leave top-up for 26 weeks (after 12 months of full-time employment)
• Group Retirement Savings Plan with employer match
• Financial protection through short & long-term disability, life, accident & critical illness insurance
• Employee & Family Assistance Program, guided CBT, and an internal network of 120+ trained Mental Health First Aid responders 
• Recognition awards, appreciation events, and a supportive, collaborative work culture
• Perks and preferred pricing programs, referral bonuses and more
   

Gowling WLG is dedicated to building a diverse and inclusive workplace. If you are in need of accommodation or support at any time during the recruitment process, please let us know.