Role overview

Position Summary:
We're looking for a strategic and insights-driven Senior Brand Specialist to help shape and evolve the LifeLabs brand in ways that build trust, strengthen connections, and create meaningful experiences for the people and communities we serve. This hybrid role, available in Burnaby, BC or Toronto, ON, offers the opportunity to influence how millions of Canadians experience our brand- from patients and healthcare professionals to partners, business customers, and communities across the country.
You’ll play a key role in translating insights into impactful brand strategies, ensuring that every interaction reflects our commitment to delivering trusted healthcare experiences and improving the lives of Canadians.

In this role, you’ll help develop and strengthen our enterprise brand strategy by translating market intelligence, audience insights and organizational priorities into scalable frameworks, messaging and tools. You’ll focus on how the LifeLabs brand comes to life consistently across digital channels and throughout our network of physical locations.
Working collaboratively within the Marketing & Communications (MarCom) team and across Operations and business functions, you’ll play an important role in strengthening brand reputation, supporting business growth, and ensuring our brand continues to reflect the quality, care, and innovation that define LifeLabs.

Vacancy status: This posting is for an existing position.

What You’ll Do:
Brand Strategy, Governance & Performance:

Support the development, evolution, and evaluation of LifeLabs' enterprise brand strategy, ensuring alignment with organizational priorities, market trends, and long-term growth objectives.
Develop and maintain brand governance frameworks, messaging, playbooks, and tools that enable consistent brand execution across teams, channels, and external audiences.
Monitor and measure brand performance, awareness, trust, and sentiment, translating data, market intelligence, and audience insights into actionable recommendations that strengthen brand impact.
Identify opportunities to enhance brand perception, relevance, and differentiation while supporting continuous improvement across the brand ecosystem.

Cross-Functional Partnership & Brand Enablement:

Partner with MarCom (Marketing & Communications) team, and cross-functional stakeholders to align brand positioning, messaging, and audience strategies before campaign or content development begins.
Partner with Product Marketing, Digital Enablement and Creative Services to streamline brand elements and ensure consistent positioning, messaging and creative expression across product marketing campaigns.
Work with Product Marketing teams to establish a clear voice of the customer for key audience segments, translating customer insights into practical guidance for product positioning, messaging and campaign development.
Develop enterprise messaging frameworks, narrative architecture, and audience guidance that strengthen clarity and consistency across all external brand expressions.

Brand Experience & Stakeholder Engagement:

Help deliver a consistent and trusted brand experience across healthcare professionals, government partners, business customers, patients, caregivers, community organizations, and digital audiences.
Help lead the standardization of the LifeLabs brand experience across our national network of Patient Service Centres, translating enterprise brand standards into practical frameworks for signage, wayfinding, environmental branding and patient communications.
Partner with Operations, Client Services and other internal teams to assess the current PSC experience, identify inconsistencies and develop scalable standards, tools and governance that support implementation across the network.
Collaborate with internal teams to ensure brand experiences remain aligned across physical, digital, and service environments.

Brand Reputation & External Recognition:

Support external storytelling initiatives, including community reporting, awards submissions, and other brand recognition programs that showcase LifeLabs' impact and strengthen market credibility.
Monitor social and digital brand channels to identify emerging trends, reputation signals, and opportunities to enhance brand engagement and visibility.
Manage relationships with relevant industry associations and external partners, identifying opportunities to strengthen LifeLabs’ visibility, thought leadership and participation in industry initiatives.

What You'll Bring:

Minimum of 5 years of progressive experience in brand strategy, marketing, corporate communications, or a related field.
Bachelor's degree in Marketing, Communications, Business Administration, or a related discipline; postgraduate education is considered an asset.
Proven experience supporting enterprise brand strategy, governance, and performance measurement across multiple audiences and channels and customer touchpoints.
Strong ability to translate market research, customer insights, and brand data into actionable strategies, messaging, and brand enablement tools.
Experience developing brand frameworks, messaging architecture, and governance resources that support consistent execution across complex organizations, including digital, physical, or service environments.
Demonstrated success partnering with cross-functional stakeholders to influence strategy and drive alignment.
Experience managing relationships with industry associations, external partners or professional networks is considered an asset.
Strong analytical, project management, and problem-solving skills, with the ability to manage multiple priorities.
Excellent written, verbal, and presentation skills, with exceptional storytelling abilities.
Experience working within healthcare or other highly regulated industries is considered an asset.

Why Join Us?
At LifeLabs, we're committed to building trusted healthcare experiences through innovation, collaboration, and meaningful connections with the communities we serve. You'll have the opportunity to help shape how our brand is experienced across Canada, influencing initiatives that strengthen trust, elevate our reputation, and support the future of healthcare.

Working alongside passionate colleagues across the organization, you'll contribute to strategic projects that bring our purpose to life through compelling storytelling, thoughtful brand experiences, and meaningful engagement. If you're passionate about building brands that make a difference, we'd love to hear from you.
What We Offer:
Salary range: $81,431 - $103,825 CAD annually (commensurate with experience).
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