Who we are
Founded in 1890, Tennis Canada is a non-profit, national sport association responsible for leading the growth,
promotion and showcasing of tennis in Canada. Tennis Canada owns and operates Rogers Cup presented by
National Bank. In addition, Tennis Canada owns and operates eight professional ITF sanctioned events and
financially supports 11 other professional tournaments in Canada. Tennis Canada also operates junior national
training centres/programs and is a proud member of the International Tennis Federation, the Canadian
Olympic Committee, the Canadian Paralympic Committee and the International Wheelchair Tennis
Association, and serves to administer, sponsor and select the teams for Davis Cup, Fed Cup, the Olympic and
Paralympic Games and all wheelchair, junior and senior national teams.
What we are looking for
Bilingual Director of Corporate Communications
Reporting directly to the CMO, the Director of Corporate Communications will help to define then oversee the
implementation of Tennis Canada’s overall communications and PR strategy. The scope of the role includes
internal communications, content creation & external communications with interested stakeholders, media
relations and public relations/ government relations. A staff of seven will be in place to support this role.
• Bring the very best in Public Relations and Communications thinking to Tennis Canada with quality
implementation and widespread cultural integration within the organization
• Define and own the annual season, using it to our advantage and as a dynamic backdrop against which
to tell larger story of our sport and its major protagonists
• Identify, grow and empower the network of Tennis Allies to better promote our sport through Public
Relations best practices
• Position Tennis Canada as a true partner to Canadian media beyond the sports community
• Measure this program and report on it strategically, confidently and generously
Specific Responsibilities: 2016
Pillar #1 – Build Brand and Revenue Potential via Communications/ PR Fundamentals
1. Weave Communications and Public Relations excellence into the fabric of Tennis Canada
Example activities: Identify and assess communications opportunities/areas of PR support in all aspects of
the business at least 2x per year (at beginning of annual planning and prior to the summer season),
Organize weekly status meetings inside MARCOM and monthly meetings between MARCOM and select
Business Units or leaders of High-Potential Projects
2. Reinforce PR foundations at Tennis Canada. Example activities: Develop key messages – at the
beginning of the year and updated mid-year – for perennial and topical messaging, as well as business
unit/division-based messages; train leadership on these and introduce them to staff and potential
ambassadors through various channels, Develop media resources and content that is well-suited for “nonendemic” media (Media Kits, Infographics, Fact Sheets, Leadership Bios, etc.)
3. Establish annualized Media Relations calendar; maximize story placement Example activities: "Story
Mining" - mine for story opportunities semi-annually with core partners (e.g.: PTAs) and internal Tennis
Canada departments (this activity amounts to a wonderful “harvesting” of human interest and lifestyle stories
from within our core Tennis Canada tennis community), Annually, launch the “Tennis Season” through a very
specific Media Relations campaign. To include: Annual Media Kit with the option of a promotional item (to go
as part of a media drop), Community events in key markets, etc.
4. Build profile of Tennis Canada leadership. Example activities: Deploy an annual Media Tour with K.
Murumets (at start of season) and develop opportunities for other core spokespersons to do the same, Book
1-2 key speaking platforms for K. Murumets and other key leaders at Tennis Canada each year, Apply to a
few select awards or recognition programs each year, Conduct media training annually, as part of PR
planning sessions
5. Support Tennis Canada’s corporate sales efforts through Business-to-Business Communications.
Example activities: Support requests coming from R. Swann and the Corporate Partnerships team, Embed
sales materials with PR-related metrics that show the value of Tennis Canada and its properties (our
Coverage Matrix, for example, will track visibility level and volume of our top sponsors), Publicize strong
partnerships (did wells) and most (if not all) new partnership signings, Nurture relationships with business
media throughout the year and in context of Rogers Cup and Coupe Rogers
6. Drive awareness for Tennis Canada as a cause, in support of fundraising. Example activities: Support T.
Bateman and the Fundraising team, Position Tennis Canada as a not-for-profit and/or a cause that needs the
help and support of the public, in a large-percentage of the communications
Pillar #2 – ‘High-Performance’ and Facilities Development
7. Empower rising Canadian stars/players through heightened savviness in Public Relations,
Spokespersonship and Communications. Example activities: Offer annual PR training session/module at
NTC and regional centres – focal areas to include: Branding, Ambassadorship, Communications and Public
Relations Best practices and Social Media
8. Support Facilities Development Advocacy. Example activities: Support H. McDadi and A. Comella in
preparing region-specific public relations strategies and plans to enhance fundraising efforts and to ensure
public and governmental support is sufficient to see the projects through (initial focus: Vancouver market)
Pillar #3 – Rogers Cup and Coupe Rogers
9. Expand Communications efforts in support of Rogers Cup and Coupe Rogers. Example activities:
Support Tournament Directors G. Ziv and E. Lapierre, Elevate the stature and promotion of Rogers Cup and
Coupe Rogers, Make a concerted effort to court non-endemic media, particularly in advance of the event, to
speak to the non-sports aspects of the sport, Rally the energies and talents of PR persons from among the
community of engaged sponsors, making plans for a robust Sponsorship Activation and PR symposium in
the off-season and with status calls leading up to tournaments with PR departments of key sponsors, Build
momentum for the event through a publicity calendar with specific events and announcements (e.g.: 30 days
out release), Leverage the event as an opportunity to build relationships with media targets/influencers (e.g.:
through inviting key media personalities to join Tennis Canada leadership in their suite, through media
events/ops on the court that get them to pick up racquets, etc.)
10. Meaningfully help to deepen our relationship with our title sponsor, Rogers Communications. Support R.
Swann and M. Healy along with others in continuing ‘Rogers-Tennis Canada Integration Efforts’, such that
we maximize the resources available to both parties in promoting Rogers Cup/ Coupe Rogers and tennis in
Canada.
Pillar #4 – Participation and Grassroots
11. Enable core allies to grow their Public Relations efforts and programs. Example activities: Build a
database of Allies, Build a “Resource Kit in Strategic Communications” for Provincial Tennis Associations –
offer this as a primary resource at beginning of year (option to update this kit, as necessary, throughout the
year), Offer similar resources to ‘star’ coaches, select tennis players and other key groups/ambassadors
deemed appropriate, Include resources for and training of PR persons at professional tournaments
(competitive national and international tournaments not currently serviced by the Tennis Canada Media
Relations department) – via Web Conference, Share key messages and an abridged version of our
Communications Plan with relevant parties
12. Support Tennis Canada 365 brand efforts, including annual brand campaign amplification and support of
agency-led marketing plan initiatives
Specific Responsibilities: 2017 & Beyond
 Support Kids Tennis and a new national membership and participation programs, through a new, specific
Public Relations program
 Grow PR/Communications support for Tennis Canada’s corporate sales efforts, by creating new
sponsorship offerings/packages that are in-line with our Communications program
 Establish GR strategy, plan and objectives. Nurture working relationships with municipalities and other
key governmental partners, by deploying semi-annual communications campaigns directed to
director/managers of all levels of government (e.g. Ministries of Sport at the provincial and federal levels)
 Support efforts to build new roofs on existing stadia or to move our Toronto stadium to a different location,
by developing specific PR tactics aimed at garnering public and private endorsement
Who you are
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7-10 years of PR & Communications experience, with mix of agency and client-side backgrounds
Undergraduate degree in related field, advanced degree and/ or certificates a bonus
Superior written and verbal communicator, fluently bilingual in English and French
Demonstrated knowledge of and contacts in Canadian sports-entertainment space
Willingness and ability for frequent travel within Canada
What’s in it for you
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Be part of a dynamic organization that makes a difference across Canada;
Get in the game! Join the Rogers Cup team;
Be part of an innovative, vibrant and passionate team;
Join the organization that sets the standard and always strives for excellence.
Interested?
Send us your resume at resumes@tenniscanada.com