Sr. Specialist, Marketing & Communications (Email Marketing)

Senior Specialist, Marketing and Communications

About BLG

BLG is Canada's Law Firm. The culture is one of vigilance and curiosity, firm-wide collaboration, unfailing mutual respect and dedication. The firm prides itself on having standout talent and delivering an exceptional client experience. BLG is a future-minded firm delivering high-value advice and known for its unwavering commitment to innovation, diversity and inclusion, community involvement and talent development.

About the Role

This is a hybrid communications and marketing role with two distinct areas of responsibility: legal focus and practice area marketing and communications strategy, and Email Marketing and Event Promotions channel leadership.

As a legal focus and practice area marketing and communications strategist, this role builds genuine relationships with practice and focus group leaders, lawyers and Business Development (BD) team members, developing a deep understanding of the firm's legal services, clients, markets and strategic priorities to develop tailored communications and marketing strategies and content across all channels.

As the firm's subject matter expert in Email Marketing and Events, this role develops email marketing and event promotions best practices, frameworks and playbooks that support the entire Marketing and Communications team.

Success is measured through lead generation, brand awareness and email marketing and events performance (campaign engagement, registration conversion, audience reach and content resonance) – and through the relationships built with lawyers and BD partners along the way.

Key Responsibilities

Practice and Focus Group Strategy

• Serve as the dedicated marketing and communications strategist to assigned practice and focus groups
• Build and maintain deep working knowledge of assigned legal services, markets, client segments, competitive landscape and strategic priorities through active engagement with lawyers and BD team members
• Develop strong working relationships with lawyers and practice leaders, attending meetings, understanding business strategy and providing proactive communications and marketing counsel and identifying opportunities rather than waiting for requests
• Collaborate with aligned BD team members to receive business priorities, provide audience intelligence and channel performance data that informs targeting and positioning decisions, and align all marketing and communications activities with BD strategy
• Apply competitive intelligence, AI tools and data-driven thinking to strengthen communications and marketing effectiveness for assigned groups

Email Marketing and Events: Firm-wide Channel Strategy and Leadership

For assigned focus and practice groups:

• Develop and execute bilingual, integrated email marketing and event promotion campaigns for assigned groups – including campaign architecture, audience segmentation, messaging and performance optimization
• Coordinate with the Digital Marketing team on technical build and deployment (this role develops the strategy, writes the content and designs the campaign approach; the Digital Marketing team handles technical execution)

Firm-wide channel leadership:

• Develop and own the firm-wide email marketing channel and event promotion strategy alongside the Senior Manager, Brand and Market Strategy
• Develop and maintain email marketing and event promotion best practices, playbooks, templates and training materials – which are shared with and adopted by all other Marketing and Communications team members for use in their own group work
• Lead event promotion strategy firm-wide including webinar programs, conference marketing frameworks and client event campaign approaches
• Advise on email campaign funnel design, trigger logic, content sequencing and nurture workflows so all practice area leads can brief the Digital Marketing team effectively
• Ensure CASL compliance across all email marketing initiatives; provide compliance guidance to the full team alongside the CRM team
• Monitor email platform changes, deliverability trends and emerging event marketing practices; share insights and briefings with the full team

Communications, Content Strategy and Campaign Development

• Design and execute bilingual, integrated communications and marketing campaigns for assigned groups, covering strategy, messaging, channel selection, budget allocation and success metrics
• Draft, edit and proof high-quality content across formats including social media, news releases, thought leadership, website pages, email campaigns and internal communications
• Manage event and webinar communications and promotion for assigned groups

Performance Intelligence, Measurement and Collaboration

• Analyze and apply campaign performance data to continuously improve strategy
• Partner with colleagues to analyze campaign performance; provide BD team members with audience intelligence and campaign insights that inform business development strategy and targeting decisions
• Apply performance data to continuously improve strategy, audience targeting and campaign investment decisions; contribute to firm-wide analytics initiatives
• Document processes, track what works and share learnings with the team, contributing to a culture of continuous improvement and data-driven decision making
• Collaborate with Creative Services, Digital Marketing, Events, Internal Communications, Rankings and Awards and Linguistics teams to execute coordinated campaigns

Required Qualifications

• Bachelor's degree in Communications, Marketing, Public Relations, Journalism or a related field
• 5–7 years of progressive experience in marketing and communications, with demonstrated growth into strategic roles
• Experience in professional services (legal, accounting, consulting) or B2B marketing environment or experience as an embedded marketing partner to business units or practice groups
• Superior writing, editing and storytelling skills across multiple formats
• Proven communications skills including news release writing, thought leadership coordination and internal communications alignment across campaigns
• Ability to build trusted relationships with senior stakeholders
• Proven expertise in email marketing strategy and campaign planning (best practices, segmentation, funnel design, CASL compliance)
• Understanding of marketing automation strategy and how to advise on campaign architecture (funnel design, trigger logic, content sequencing)
• Strong email copywriting skills (subject lines, body copy, CTAs, nurture sequences)
• Event marketing strategy expertise (webinar promotion, conference marketing, registration campaigns)
• Ability to interpret email and campaign performance analytics and adjust strategy accordingly

Assets

• Additional training or certification in digital marketing, email marketing or event management
• Experience with Dynamics 365 or similar CRM/marketing automation platform
• Knowledge of webinar platforms (Zoom, Webex, ON24 or similar)
• Familiarity with SiteCore CMS or similar website platforms
• Experience with Google Analytics and other performance dashboards
• Knowledge of Canadian Press style
• Google Analytics certification
• Email marketing platform certification (Dynamics 365, HubSpot, Marketo or similar)
• Bilingual in English and French (strongly preferred to support French campaigns and bilingual content)

Compensation and Location

Salary range: $85,000 - $100,000, depending on level of experience, region/location, and other factors.

This is a hybrid role.

Additional Information

• Relatives of current BLG employees and partners are not eligible for consideration
• Only applicants selected for an interview will be contacted
• Everyone at BLG is required to carry out the duties of their role while upholding the important principles of respectful workplace policies, and treating everyone with respect, regardless of position
• BLG is committed to building a diverse workplace reflective of the communities it serves and to fostering an inclusive culture where Firm members feel valued, respected and inspired to thrive as their authentic selves
• BLG welcomes applications from all qualified candidates and encourages applicants from members of groups that have been historically underrepresented, including but not limited to First Nations, Métis and Inuit Peoples, racialized individuals, persons with disabilities, people who identify as women and/or LGBTQ2S+
• BLG strives to provide an accessible candidate experience. Applicants can request accommodations during the recruitment process.