Head of Brand and Marketing

  • FIFA
  • Toronto, ON, Canada
  • 12 May, 2024
Full time Leadership & Management Marketing

Job Description

At FIFA26, our vision is to unite the world through the greatest sporting event of all time. The FIFA World Cup 26™ will mark the first time that the tournament will feature 48 teams and be hosted by three countries: Canada, Mexico, and the USA. This new format will redefine excellence, generating unique opportunities for greater participation and engagement among fans and players across North America and all over the world. Now is your time to become a game changer and join the workforce that will plan and deliver this extraordinary and unforgettable experience. 

Sitting within the Commercial Operations Department, Brand and Marketing (along with Host City Rights Management, Commercial Rights Delivery, Partnerships Integration, Licensing and Retail, Ticketing and Hospitality and FIFA Fan Festival) aim to deliver the most engaging, innovative, and accessible FIFA World Cup experience for all athletes, fans, partners, and the community.   Reporting organizationally to the Executive Director, Commercial Operations (FWC26 CAN), the Head of, Brand and Marketing (FWC26 CAN) will own the planning process of all Canada-specific promotional activity for the tournament, managing local delivery via suppliers or executing local promotional activity themselves when appropriate. They will also localize global promotional activity as appropriate/necessary and provide critical input into the steering of the global promotional plan, collaborating with the Head of, Brand and Marketing based in Mexico and the USA.

THE POSITION

The main responsibilities and oversights of the Head of, Brand and Marketing (Canada) for the FIFA World Cup 26™ include:  
  • Developing and managing a Canada-specific iteration of the master Event Promotion Plan, creating, and maintaining the relevant documents and ensuring brand consistency and alignment with organizational objectives.
  • Manage the implementation of the tournament's brand identity and positioning, ensuring a strong, compelling and consistent brand presence throughout all marketing materials and touchpoints.
  • Oversee the creation and implementation of advertising campaigns across multiple channels, including television, radio, print, digital, and social media.
  • Engaging closely with experts within FIFA and agency partners across digital, social, research, TV, radio, OOH, influencers, partnerships and CRM for inputs and insights that inform Canadian promotional activity, working closely with the Head of, Brand and Marketing in Mexico and the USA particularly around briefings for key promotional milestones.
  • Integrating Canadian Host Cities and other stakeholder partners such as Commercial Partners, Media Rights Licensees and Branded Licensees into the Event Promotion Planning process when the appropriate opportunities present themselves, as well as managing their inbound requests, ideas, and opportunities.
  • Managing external vendors such as agencies and other suppliers in their day-to-day Event Promotion delivery, working closely to ensure appropriate levels of speed, efficiency, clarity, and quality are maintained.
  • Contributing to the search, selection, briefing and evaluation processes of vendors, in collaboration with the Executive Director, Commercial Operations (FWC26 CAN) and relevant FIFA departments.
  • Ensuring appropriate levels of reporting and evaluation of all Canadian Event Promotion campaigns and activity, in collaboration with relevant FIFA departments and suppliers.
  • Liaising and sharing news and best practices with counterparts in Mexico and USA, amplifying their activities where possible and integrating them into Canadian projects when appropriate.
 
FIFA World Cup 2026 Skills Framework:

ACCOUNTABILITY: Demonstrate commitment to responsibilities and objectively analyze one’s behavior, while assuming consequences of one’s own actions and/or decisions and learning from one’s mistakes.

DECISION MAKING: Ability to identify and swiftly make decisions in critical situations, take initiative and calculated risks, explore alternative solutions, and respond promptly to unforeseen circumstances.

INCLUSIVITY: Achieve shared organizational objectives by sharing information with colleagues across all levels and divisions, tangibly influencing others, and maintaining a network of support contacts.

INITIATIVE: Capacity to break new ground, look for unconventional solutions, and produce fresh ideas.

INNOVATION: Capacity to break new ground, look for unconventional solutions, and produce fresh ideas.

LEADERSHIP: Ability to lead one’s contacts/colleagues/partners, encourage teamwork, and delegate authority / decision-making power, as needed, to produce the expected results and make efficient use of the team’s skills and talents.

VISION: Ability to perceive the organization's global environmental impact, anticipate decision consequences, grasp organizational missions, and formulate strategic plans.


Education & Qualifications:
  • Bachelor’s Degree or similar level of education in Marketing, etc.
 
Work Experience:
  • Minimum of 7 years of work experience in Marketing or similar 
  • Preferred previous experience in football and/or professional sports in Canada
  • Working knowledge of the media and marketing landscape in Canada
  • Working knowledge of sports marketing, sponsorship, and promotion
  • Proven project management skills, ideally with large, complex projects involving a lot of different stakeholders and departments
  • Experience successfully working individually and on tight deadlines
  • Experience as part of a multi-national, global team preferred but not mandatory
  • Experience writing, designing and delivering business-facing presentations
  • Experience devising, managing, or working closely with a marketing, communications or promotions budget and scope of work – either client or agency side
  • Experience in navigating complex internal and external stakeholder relationships and managing these at a senior level
  • Experience in or aptitude to be an effective communicator with people for whom English is not their first language
 
Languages:
  • Fluent in English. French and Spanish proficiency is a plus
 
Technology:
  • Proficient in MS Office (Excel, Word, PowerPoint, Visio & Project) and planning software and online collaboration tools

About FWC2026

The FIFA World Cup 26™ will mark the first time that the tournament features 48 teams and will be hosted by three countries: Canada, Mexico, and the United States.

This new format redefines excellence, generating unique opportunities for greater participation and engagement from fans and players in North America and all over the world. Now is your time to be a game changer and join the workforce that is planning and delivering this unique and unforgettable experience.