Senior Manager, Marketing & Communications — MusiCounts

Senior Manager, Marketing & Communications — MusiCounts

POSITION TYPE: Full-Time, Permanent REPORTS TO: Executive Director, MusiCounts
LOCATION: Toronto, ON (Hybrid)
SALARY RANGE: $70,000-$75,000 CAD, paid biweekly
START DATE : August 2026 or later

ORGANIZATION SUMMARY

The Canadian Academy of Recording Arts and Sciences (CARAS) was formed in 1975 to preserve and enhance the Canadian music industry and to contribute to higher artistic and industry standards. CARAS’ mandate comprises four key pillars: Educate through our music education charity, MusiCounts’ programs and initiatives; Develop emerging artists through mentorship and development programs; Celebrate Canadian artists through The JUNO Awards and other year-round initiatives; and Honour music industry icons through the Canadian Music Hall of Fame.

MusiCounts, Canada’s music education charity associated with CARAS and The JUNO Awards, believes all youth should have access to the life-changing benefits of music and music education. We work to make music education accessible, sustainable, and inclusive for kids who need it most by:

• Directly investing in schools and communities
• Providing training and career development
• Giving a national voice to the importance of music education

WHY JOIN US

Music changes lives.

At MusiCounts, you’ll help tell the stories that inspire Canadians to invest in music education and create opportunities for young people to discover their potential through music.

As our Senior Manager, Marketing & Communications, you’ll lead the organization’s marketing and communications strategy, elevate the MusiCounts brand nationally, and help drive awareness, engagement, and fundraising across multiple audiences, including educators, donors, corporate partners, artists, and music fans.

You’ll collaborate with passionate colleagues across MusiCounts and CARAS while helping shape the future of music education in Canada.

OVERALL POSITION

The Senior Manager, Marketing & Communications is responsible for leading MusiCounts’ integrated marketing and communications strategy to advance the organization’s mission, fundraising objectives, and national profile.

This role oversees brand stewardship, storytelling, media relations, digital marketing, public relations, donor communications, campaign development, and content strategy, while supporting corporate partnerships, grant programs, fundraising initiatives, and national events.

Working closely with the Executive Director, the Coordinator of Marketing and Communications, and cross-functional teams across MusiCounts and CARAS, the Senior Manager develops strategic communications that inspire engagement, strengthen relationships with key constituents, and demonstrate the impact of music education across Canada.

RESPONSIBILITIES

Marketing Strategy & Brand Leadership

• Develop and execute MusiCounts’ annual integrated marketing and communications strategy aligned with organizational priorities
• Lead brand stewardship across all channels, ensuring consistency in voice, messaging, and visual identity
• Identify and execute opportunities to grow national awareness, audience engagement and organizational reputation
• Develop annual communications calendars to support fundraising campaigns, programs, events, and advocacy initiatives
• Monitor marketing performance and recommend strategic improvements based on audience insights and analytics

Communications & Storytelling

• Lead the development of compelling storytelling that demonstrates the impact of MusiCounts programs across Canada
• Write and edit donor communications, newsletters, speeches, reports, campaign messaging, website content, and executive communications
• Develop communications plans and materials for major announcements, partnerships, program participants, and organizational initiatives
• Oversee media relations, press releases, and interview opportunities
• Support crisis communications as required

Digital Marketing & Content

• Oversee MusiCounts’ digital presence, including website, email marketing, social media, and digital campaigns
• Develop integrated content strategies that engage educators, donors, artists, corporate partners, and supporters
• Lead SEO, GEO, digital advertising, automation, and audience growth initiatives
• Manage editorial calendars and content production (video, graphic, photo, and written) across multiple platforms
• Support campaign performance evaluation using analytics and reporting tools to optimize engagement and fundraising outcomes
• Partner closely with the Development team to support annual giving campaigns, corporate partnerships, major gifts, and stewardship communications
• Develop campaign messaging and marketing assets that support donor acquisition and retention
• Support sponsorship activation and communications where appropriate

Cross-Functional Collaboration

• Support communications related to instrument grants, teacher recognition, fundraising events, and national campaigns around JUNO Week
• Manage external agencies, designers, photographers, videographers, and freelance writers in the delivery of high-quality creative assets
• Ensure projects are delivered on time, within budget, and aligned with strategic objectives

Marketing Operations & Administration

• Manage annual marketing and communications budgets
• Oversee agency and vendor relationships
• Maintain brand guidelines, communications assets, and digital libraries
• Develop reporting systems measuring awareness, engagement, fundraising support and campaign effectiveness
• Identify opportunities to improve processes, workflows, and marketing efficiency

EXPERIENCE & SKILLS REQUIRED

• 5-7 years of progressive experience in marketing, communications, or public relations
• Experience working within the nonprofit, charitable, arts, education or cultural sectors is strongly preferred
• Demonstrated success in developing integrated marketing and communications strategies
• Exceptional writing, editing, and storytelling skills for multiple audiences
• Experience supporting fundraising campaigns, donor communications, and stakeholder engagement
• Strong understanding of digital marketing, social media strategy, website management (Wagtail CMS or similar), data management, and email marketing
• Experience managing media relations and public relations initiatives
• Strong project management skills with the ability to lead multiple priorities simultaneously
• Collaborative leader with exceptional interpersonal and relationship-building skills
• Strategic thinker who is equally comfortable developing strategy and executing day-to-day communications
• Experience managing agencies, creative vendors, and freelancers
• Proficiency with Google Workspace, Microsoft Office, Canva, Adobe Creative Suite, CRM platforms, CMS (Wagtail, WordPress, etc), project management software (Wrike), Google Analytics, and AI tools such as ChatGPT or Gemini
• Ability to travel within Canada ~4 weeks cumulative per year
• G-Class license and the ability to rent vehicles are an asset
• University degree in Marketing, Communications, Public Relations, Journalism, or a related field, or equivalent professional experience

BENEFITS OF WORKING AT CARAS/MUSICOUNTS

• Hybrid model: 2 to 3 days weekly in the office in Toronto
• Extended group benefits
• Reduced Summer hours
• Social, music, and cultural activities
• Positive & supportive culture
• Paid December holiday break (in addition to paid vacation)

CARAS embraces the diversity of all people, including those with disabilities, and aims to maintain an inclusive and equitable workplace where employees feel valued, respected, and supported. We encourage individuals who identify as Indigenous, Black, a person of colour, as having a disability and/or as a member of the 2SLGBTQ+ communities to apply. If you require an accommodation at any time during the recruitment process, we would be happy to work with you to meet your needs.

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