Manager, Sponsorship

Permanent Full Time 

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Canada Life has made significant investments in sponsorship to build brand awareness and affinity across the country. The Manager, Sponsorship plays a key role in executing and activating these investments to ensure they are leveraged effectively, consistently, and in alignment with Canada Life’s brand strategy and business objectives.

Reporting to the Director, Brand Advertising & Governance, the Manager, Sponsorship is responsible for managing assigned sponsorship initiatives end to end – from planning and activation through internal communication and performance reporting. This role focuses on maximizing the value of sponsorship assets through strong execution, effective collaboration, and thoughtful amplification across internal and external channels.

A significant portion of this role supports our venue partnership strategy, with a focus on delivering flawless experiences for stakeholders and audiences, ensuring assets are fully leveraged at the local and national levels, and increasing awareness of sponsorship initiatives among customers, partners, employees, and advisors.

The Manager, Sponsorship also serves as a subject matter expert and operational centre of excellence for sponsorship activation, providing guidance and coordination across internal teams and agency partners. Success in this role is measured by the quality and consistency of execution, strong partner relationships, effective use of sponsorship assets, and demonstrated contribution to brand awareness and engagement, as measured through brand tracking and reporting.

What you will do:

Sponsorship planning, execution & activation

• Support the Director, Brand Advertising & Governance in developing and delivering annual sponsorship plans aligned to brand strategy
• Evaluate sponsorship opportunities and make activation and prioritization decisions within approved strategy, budget, and governance
• Prepare briefs, materials, and presentations for sponsorship reviews and approvals
• Lead execution of sponsorship activations and marketing plans for assigned properties, ensuring delivery on brief, on brand, and on budget
• Collaborate with internal teams, properties, and agency partners to develop integrated activation plans and coordinate kickoffs, creative briefs, approvals, and communications
• Ensure full delivery, utilization, and tracking of contractual sponsorship assets and amplification across channels

Stakeholder, partner & budget management

• Act as primary relationship manager for key sponsorship properties, stakeholders, and agency partners
• Maintain strong cross‑functional relationships (Brand, Community Relations, Design, Communications, Digital/Social, Legal) and escalate risks or issues as needed
• Manage sponsorship budgets, including tracking, forecasting, and reconciliation
• Facilitate contract reviews, renewals, amendments, and ensure accurate record‑keeping and documentation

Measurement, optimization & centre of excellence

• Develop and track sponsorship KPIs, post‑event reporting, and performance insights to measure brand and business impact
• Identify and implement opportunities to improve activation effectiveness, asset utilization, and sponsorship processes
• Provide day‑to‑day leadership and coaching to one direct report
• Serve as sponsorship subject matter expert, supporting governance, best practices, quality, and internal alignment

What you will bring:

• 5–8 years’ experience in sponsorship, brand, experiential marketing, or partnerships
• Proven activation execution, agency/partner management, and budget oversight experience
• Strong strategic, project management, and relationship‑management skills
• Experience in matrixed environments and people leadership
• High proficiency in Microsoft Office and SharePoint; regulated‑industry experience an asset

The Manager, Sponsorship plays a key role in ensuring Canada Life’s sponsorship investments are executed with excellence, consistency, and impact. By managing activation delivery, partner relationships, and operational details, this role enables the broader sponsorship strategy and helps bring the brand to life through meaningful experiences.

Occasional travel by train, airplane and car in conducting business is necessary. Ability to communicate orally with executive or senior management, vendors, partners and other co-workers, both individually and in front of a group is crucial. Regular use of the telephone and e-mail for communication is essential.

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The base salary for this position is between $90,400 - $140,400 annually. This represents base salary only and does not represent other variable compensation components of our total compensation ( i.e. annual bonus, commission etc). If you are selected to move forward in our recruitment process, your recruiter will be able to discuss additional details of our total rewards program with you.

Career opportunities will be open a minimum of 5 business days from the date of posting, closing dates will vary depending on the search activity. All applications received will be reviewed on a rolling basis.

Grow with Canada Life 

We’re united by a shared purpose: to improve the financial, physical and mental well-being of Canadians. Our company is trusted by 1 in 3 Canadians and contributes to the strength of communities across the country.  

We’re looking for people who live our values everyday: we step up, we do the right thing, and we deliver – for our customers, communities and each other. Are you someone who always strives to do the right thing, who steps up for themselves and others, and who delivers with impact? Then we want to hear from you! 

What we offer:  

We’re committed to supporting our employees through every stage of their career. Here’s what you can expect as a full-time or part-time permanent team member: 

• Career Development: Opportunities for career advancement, access to industry-leading learning programs and up to $2,000 annually towards education reimbursement. 

• Health & Wellness: Flexible health and dental benefits, plus a $5,000 mental health benefit to support your well-being. 

• Time Off: In addition to regular vacation and personal days, we support community involvement with a volunteer day.  

• Financial Security: Company-matching pension plan, share ownership program and additional investment options. 

• Rewards and Recognition: Employee recognition programs, service milestone celebrations, employee discounts and more!  
• Emphasis on Community: We provide a workplace where employees feel connected and supported through Employee Resource Groups (ERGs), mentorship programs, social clubs and events.  

Learn more about Canada Life.  

We’re committed to removing barriers and ensuring equal access to employment. Applicants requiring reasonable accommodation during the application process may contact  talentacquisitioncanada@canadalife.com. All information provided will be handled in accordance with applicable laws and Canada Life policies.  

Canada Life would like to thank all applicants, however only those who qualify for an interview will be contacted. 

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