Position Title:

Sales, Marketing & PR Lead

Reporting to: Executive Chair, Festival Management Committee

Location: Toronto, ON (Hybrid)

Type: Full-time, Contract Position (with opportunity for renewal)

POSITION SUMMARY:

The Toronto Caribbean Carnival (TCC) is seeking a dynamic, strategic, and results-driven Sales, Marketing & PR Lead to oversee and implement the Carnival's 2025 Marketing, PR, and Sponsorship Strategy. This individual will play a critical role in evolving and refining the overarching strategy, using data insights, global trends, and stakeholder feedback to ensure the Toronto Caribbean Carnival remains competitive, culturally resonant, and financially sustainable.

In additional, the Sales, Marketing & PR Lead will be responsible for the integration, development, and execution of campaigns and activations across digital, media, influencer, and sponsorship platforms, driving attendance growth, diaspora engagement, and long-term revenue sustainability.

As North America's largest Caribbean festival, TCC is entering a transformative phase. This role is essential to repositioning the Carnival as a global cultural powerhouse, elevating its public narrative, and driving meaningful year-round engagement.

KEY RESPONSIBILITIES:

Strategic Leadership & Planning

• Continuously refine the overarching Marketing, PR, and Sponsorship Strategy in response to market shifts, community feedback, and performance metrics.
• Translate strategic imperatives into clear, actionable work plans and measurable outcomes.
• Collaborate with the Executive Chair and key advisors to ensure marketing and sponsorship approaches support broader organizational goals and cultural relevance.

Marketing & Brand Positioning

Lead the design and rollout of the ?Take Me Home? campaign across digital, print, and community channels.

• Manage the creation and dissemination of brand assets, including video content, emotive social media campaigns, and influencer-led storytelling.
• Oversee the development of the annual editorial calendar, including media partnerships, feature stories, and op-eds.
• Coordinate all pre-event marketing initiatives including Carnival 101 campaigns, diaspora engagement stories, and event education.

Public Relations & Media Strategy

• Manage media relations, securing placements in top-tier Canadian and Caribbean outlets.
• Lead the planning of town halls, livestreams, press briefings, and transparency updates to build public trust and demonstrate accountability.
• Develop and maintain a media tracking and sentiment analysis system to monitor brand reputation and narrative shifts.
• Act as the primary contact for journalists, influencers, and broadcast partners.

Sponsorship & Sales Development

• Collaborate with the Executive Chair and Sponsorship Committee to secure new multi-year partnerships with corporate sponsors, tourism boards, and community investors.
• Refine and manage the sponsorship prospectus and outreach strategy, ensuring TCC is positioned as a top-tier cultural brand.
• Oversee execution of branded activations, VIP sponsor experiences, and post-event reporting to maximize ROI and renewals.
• Support corporate ticketing, vendor marketplace development, and promotional campaigns that drive revenue and brand engagement.

Digital Engagement

• Work with external agency to design and execute geo-targeted campaigns using paid digital ads, influencer collaborations, and strategic media buys.
• Establish and manage the Global Ambassador Program, recruiting influential Caribbean personalities to promote TCC.
• Lead content creation for the ?Carnival is Home? series, featuring real diaspora stories across platforms.
• Develop and manage year-round digital storytelling strategies to sustain engagement post-festival.

QUALIFICATIONS

• 5+ years of experience in integrated marketing, brand management, public relations, or sponsorship strategy, ideally in festivals, tourism, or cultural organizations.
• Proven success in managing multi-channel campaigns, media relations, and stakeholder engagement.
• Experience securing and managing high-value corporate sponsorships and partnerships.
• Demonstrated ability to adapt and iterate strategies in fast-paced, shifting environments.
• Deep understanding of Caribbean culture, diaspora networks, and cultural marketing principles.
• Exceptional communication, storytelling, and relationship-building skills.
• Strong project management skills with the ability to lead cross-functional teams and meet tight deadlines.
• Familiarity with analytics tools, digital marketing platforms, and media monitoring systems.

CORE COMPETENCIES

• An opportunity to shape the future of one of North America's most influential cultural festivals
• A chance to work with an inspiring team and vibrant community committed to celebrating Caribbean excellence
• Competitive compensation

To Apply:

Send your resume and a short cover note.