VP, Brand Communications
Indigo Books & Music
Toronto, Ontario, Canada
6d ago
Job Description


The VP, Brand Communications leads the development and implementation of all brand communication and content strategy, ensuring the Indigo brand is reflected accurately and consistently across all mediums, sales channels, social media platforms and internal communications. This role provides creative guidance to all teams, with the goal of expressing the overarching themes and key stories which animate the Indigo customer experience in a clear, consistent and engaging manner, driving sales and customer loyalty.

  • Develop and establish brand communications and content strategy and implementation plan to infuse across all platforms
  • Align all brand communications, both internal and external, to drive towards company strategic goals
  • Support CCO with Big M strategy and storytelling
  • Support Indigo goals by executing on short to mid-term departmental goals (1 year)
  • Maintain a high level of strategic foresight by identifying customer and business needs, and adjusting departmental and team objectives accordingly
  • Oversee production of truly relevant, engaging, joyful and useful content to Indigo’s audiences to help enrich their lives
  • Act as an advocate for the customer by placing them at the forefront of all editorial and content decision-making processes
  • Partner with cross functional senior leaders to establish and implement an integrated brand content strategy that aligns all communications to company goals
  • Analyze all key business metrics and ensure compliance to same and maintain all brand message and style in all editorial content and coordinate publishing calendar.
  • Monitor efficient working of editorial team and prepare an effective budget and editorial calendar.
  • Direct and lead team of editors and copywriters to ensure that all content is cohesive, consistently reflective of the brand and meets agreed project scope and timeline
  • Lead and manage organic communication through all Indigo social media channels, including Facebook, Instagram, Twitter, etc.
  • Partner with digital team to develop and optimize digital channels
  • Establish and implement guidelines for all internal communications that maintain brand image and engage employees
  • Partner with Creative Studio to develop brand communication guidelines to apply to all marketing and merchandising efforts
  • Ensure the execution of team deliverables and adapt team priorities based on changing needs
  • Set/adhere to team budgets, as applicable
  • Embrace and seek out technology that creates high tech and high touch content solutions for Indigo’s customers
  • Proactively identify and anticipate customer expectations and needs
  • Challenge the status quo by consistently identifying areas for improvement, diagnosing issues and working to resolve them
  • Responsible for tracking metrics and ROI of effort
  • Share data and engagement with CI, research, and loyalty teams – collaborate on cross functional insights and opportunities
  • Build strong teams by attracting and developing the best talent
  • Bring out the best in others, empower and constructively stretch talent
  • Give authentic feedback on performance and potential
  • Ensure all team members understand where they stand and have clear performance objectives aligned with Indigo and department goals
  • Accountable for the overall engagement, productivity, turnover and bench strength of the team
  • Supports the creation and maintenance of a talent succession plan
  • Collaborate with others to drive flexible and iterative solutions, quickly and easily
  • Share technical knowledge with others and actively seek to learn from those more knowledgeable than yourself
  • Help others see the impacts of their efforts and proactively engage other functions to get input
  • Encourage others to freely share their point of view and be open to feedback
  • Model Indigo’s beliefs and convey a positive image in everything you do
  • Celebrate diversity of thought and have an open mindset
  • Take an active role in fostering a culture of continual learning, taking risks without the fear of making mistakes
  • Embrace, champion and influence change through your team and/or the organization



  • Masters or Bachelor’s degree in Business, Communications, Journalism, English/Writing, or related creative discipline
  • 10+ years of progressive communications experience in top tier retail, merchandising or media
  • Previous experience leading a team of creative professionals
  • Editorial “portfolio” that confirms incredible writing skills; impeccable editorial skills; creative flair; and a proven ability to leverage traditional and online communication strategies to influence consumer behavior and drive conversion
  • Ability to influence decision making at the most senior levels
  • Excellent communication skills, both written and verbal
  • Superior interpersonal skills and ability to develop and foster cross-functional relationships
  • Ability to navigate ambiguity and manage competing priorities
  • Demonstrates a creative mind and soul
  • Passionate about Indigo’s mission

Additional Information

Indigo Books & Music is committed to treating all people in a way that allows them to maintain their dignity and independence. We believe in integration and equal opportunity. Accommodations are available upon request for all applicants with a disability throughout the recruitment process. Please contact Human Resources if you require accommodation. We will work with all applicants to accommodate their individual accessibility needs. 


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