Wakefield Canada Inc

 

Position Title: Marketing Manager, Media & Sponsorship

Department: Marketing

Reporting Manager: Marketing Director, Automotive

 

Job Summary:

Reporting to the Marketing Director, Automotive, this position is responsible for developing and implementing the brand, media, marketing communications & sponsorship strategy for the Castrol brand in Canada. A key focus of this role is building Castrol and Wakefield Canada as leaders in the automotive category through data-led media planning, digital marketing, content strategy, and integrated communications across B2B and B2C channels.

 

Key Accountabilities:

 

• Work closely with the marketing team to protect and build the Castrol brand by leveraging Castrol’s global brand positioning, media assets, and communications platforms while ensuring Canadian plans are aligned with WCI’s business goals.
• Create and implement demand generation strategies and campaigns to increase market share, with a focus on building brand endorsement and demonstrating the value of doing business with Castrol for WCI’s customer segments.
• Lead annual media planning, marketing communications, public relations, and field marketing activities for WCI, with an emphasis on effective channel strategy, audience targeting, and measurable campaign performance.
• Work closely with sales, marketing, internal stakeholders, and external partners to execute sponsorship strategy in alignment with corporate objectives.
• Lead integrated media and marketing communications programs, including paid media, public relations, industry publications, traditional advertising, point-of-sales, product marketing, and content development.
• Direct traditional and digital media strategies, including print, television, radio, outdoor, paid social, search, display, retail media, direct mail, point-of-sale, and catalogue programs.
• Support field marketing, events, trade shows, promotional merchandise, community involvement, and sponsorship activations as part of broader integrated media and brand plans.
• Manage outside agency partnerships, including media, creative, PR, search, social, and production partners.
• Commission and/or conduct market research.

 

• Responsible for Annual Strategic Planning & Budgeting, as well as the ongoing management of the budget and financial contributions related to this department.
• Play a leadership and management role in marketing and cross-functional projects, with a focus on strong execution and meeting aggressive timelines.
• Lead and own brand marketing budget and related forecasting.
• Demonstrates a working knowledge of AI and generative AI tools and their application in marketing, content creation, market analysis, and customer engagement. Understands the impact AI can have on consumer trust, brand favourability, authenticity, and reputation. Exercises sound judgment to ensure AI-assisted work remains accurate, transparent, compliant, and aligned with Castrol and Wakefield brand standards.

 

The role provides an opportunity to lead media strategy, digital planning, and content development for B2B and B2C customers. Specifically:

 

• Plan, coordinate, execute, and optimize paid, owned, and earned media campaigns, including website management, SEO, SEM, paid social, retail media, content distribution, and social media campaigns.
• Collaborate with key partners, including media agencies, to define, execute, measure, and optimize brand-specific initiatives that improve business results.
• Manage social media accounts by owning branded profiles, posting schedules, analytics reporting, and content strategies.
• Execute integrated 360° media and marketing campaigns for lead generation, brand endorsement, seasonal activations, product launches, and customer-specific growth initiatives.
• Measure and report performance of all media and digital marketing campaigns, including reach, engagement, traffic, conversion, efficiency, and return on investment.
• Identify audience, channel, and creative performance insights, and optimize media spend and campaign performance based on data and learnings.
• Evaluate emerging technologies and provide a perspective for adapting where appropriate.

Key Competencies:

 

• Experience managing media, creative, PR, search, social, and production partners to develop effective integrated marketing campaigns in a B2B environment.
• Strong project management skills.
• Sponsorship negotiation/management & execution skills are an asset
• Solid knowledge of media planning, campaign measurement, website analytics, and performance reporting tools.
• Strong understanding of social media, paid search, paid social, retail media, content strategy, and always-on digital channels.
• Demonstrated abilities with email distribution systems, CRM-based campaigns, media trafficking, and campaign reporting.
• Ability to succeed with minimal supervision in a deadline driven environment.
• Must be able to handle high-volume, short-deadline projects.

 

 

 

Education / Experience:

• University degree with a passion for Marketing.
• Minimum of 3-5 years’ experience in Marketing, with demonstrated experience planning and executing traditional, digital, and performance media campaigns in a B2B environment.
• Strong experience implementing integrated campaigns through CRM-based marketing applications, digital media platforms, analytics tools, and agency-managed media programs.

 

Working Conditions:

• Office environment.  3 days per week in-person at Head Office in Mississauga.
• Travel as required for media, customer, field marketing, event, and sponsorship-related activities.

Approx. Salary Range:  $65,000 - $85,000 annual salary