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Director, Marketing

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Date: Jun 4, 2021

Location: Toronto, ON, CA

Company: LifeLabs

About Us

At LifeLabs, we are focused on our vision of empowering a healthier you!  We are the largest community diagnostics laboratory in Canada with over 350 collection centres, 16 laboratories and service over 20 million patients each year.  

Agile, Customer-centred, Caring, Teamwork - We live our values every day in what we do to help our patients and healthcare providers.  With over 6,000 employees, we all make a difference and that’s why our people are so important to us.  

This is an exciting time to join our LifeLabs team, grow your career with us and support numerous business initiatives, innovations, best practice and business development opportunities.

The Director, Marketing will provide leadership in the ideation, planning and execution of the marketing function. This role is key to bringing the LifeLabs story to life for consumers of our services.

S/he exhibits a deep understanding of the market and consumer needs, tirelessly pursues optimal user and customer experience in the design and execution of product services and ensures insights and vision inform marketing activities across multiple channels including out of home and mass media, digital and other owned physical spaces.


They will develop and nurture key client relationships aligned to the organizational strategy. They will provide thought leadership in approach to marketing of new and existing services. To ensure impactful campaigns are launched on time and on budget they will elevate the process for creating product experience, positioning, value propositions and messaging that resonates with the targeted audience and is consistent with our brand. They will ensure that our brand is consistently communicated through the governance and availability of source messaging documents for all stakeholders including enabling functions.


This role requires a resilient, data-savvy, strategic marketer with the experience and passion to evolve the marketing function This individual will be passionate about healthcare, their team and their mandate. They will ensure that their team has the competency and capacity to deliver on the mandate and they will nurture and mentor his/her direct reports to reach their full potential. S/he will be a network leader, highly collaborative, and comfortable facilitating cross-functional teams and leading through influence.



  • Drives campaign planning and delivery, marketing mix and execution of thought leadership, lead generation, events, digital marketing, social, and sales enablement initiatives for defined market, and understands the principles of multi-channel cycle marketing and planning.
  • Provides significant contributions to business planning efforts as a collaborative partner
  • Manage the execution of a LifeLabs media program in partnership with Communications. This includes website monetization, and brand valuation efforts associated with the market value of LifeLabs owned spaces.
  • Customer and User experience accountability in the strategic development and execution of intelligence surveillance programs including overseeing a framework, collection and reporting tools as well as analysis of quantitative and qualitative research.  
  • Accountable for the execution of an end to end CX program that includes consumer touch-points and customer satisfaction reporting for both provincial requirements as well as the board.
  • Serves as a senior advisor on marketing strategy and advocates for consumers within the organization
  • Provides market feedback to the company leadership regarding competitive offerings, prospect needs and generate product development ideas.
  • Leads the team to define customer requirements and embed them into LifeLabs current and future offerings.
  • Develops campaigns aligned with the strategic plans of the organization as defined through the business planning process whilst remaining agile to address the short term opportunities as they occur.
  • Ensures that marketing plans are appropriately resourced in alignment with business goals. Ensures the execution of marketing plans and effectively communicates KPI’s to stakeholders through regular updates Evaluates plans to ensure progress toward business objectives and adapts plans as necessary to achieve superior outcomes.
  • Leads the execution of the LifeLabs brand strategy and ensures alignment throughout the LifeLabs marketing and communication functions
  • Maintains and evolves a copy review process that ensures all marketing materials have undergone appropriate copy review by both legal and communications, protecting the organization from reputational risk incidents and ensuring brand consistency.
  • Works with communications to identify and execute earned media opportunities.
  • Works with direct reports to develop, manage and execute integrated digital marketing strategy that includes elements of SEO/SEM, in conjunction to YouTube, and other traditional digital marketing media channels. This includes understanding emerging channels and setting the organization up for success by anticipating future digital marketing needs.
  • Provides leadership, mentorship and career development to staff.
  • Coordinates and distributes funds out of departmental budget.
  • Maintains relations with customers by organizing and developing specific customer- relations programs; determining company presence at conventions, annual meetings, trade associations, and seminars.



  • Degree in Business Administration, with an emphasis in sales and marketing, Post grad (Masters) or College diploma
  • Minimum of 10 years of marketing leadership experience at a senior level including at least three years experience leading and managing high-performing teams
  • Experience working directly with, or managing user experience, research and design teams in a consumer oriented sector
  • Demonstrated commitment to continuing market education as a self-lead learner and who can provide examples of growth, development and continuing education opportunities for their direct reports
  • Proven track record of increasing revenues through the generation of  leads and  new business prospects
  • Excellent organizational skills
  • Extensive knowledge of business development, marketing and sales functions including marketing automation
  • Must be able to generate and explain detailed proposals, guidelines, and tests
  • Strong problem solving and decision making skills
  • Excellent interpersonal skills - must be able to impart fundamental product and sales knowledge to newly hired representatives
  • Excellent analytical skills - must be able to analyze regional market potential and effectively create sales territories
  • Solid interpersonal and influencing skills
  • Possess ability to identify and hire outstanding talent - must be able to analyze and make decisions regarding personnel


LifeLabs is committed to building an inclusive environment and will provide accommodations in accordance with the AODA – Accessibility for Ontarians with Disabilities Act. Please indicate in your application any accommodations you will require throughout the recruitment process.  Alternatively please contact our corporate offices main line to be directed to a member of the Talent Acquisition team at  (416) 675-4530. 


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