Description
Xplore Inc. is Canada’s fibre, 5G and satellite broadband company for rural living. Xplore is committed to the relentless pursuit of an improved broadband experience for all Canadians. Xplore is building a world-class fibre optic and 5G wireless network to enable innovative broadband services for better every day rural living, for today and future generations.
We’re looking for a driven, strategic Brand Manager to join Xplore—a company delivering world‑class connectivity through fibre, wireless, and next‑generation satellite services. Backed by a trusted network of local dealers and 24/7 Canadian‑based technical support, Xplore provides reliable Internet and the peace of mind customers count on. In this role, you’ll help elevate that promise by shaping and stewarding Xplore’s brand voice and narrative.
Reporting to the Director, Marketing Communications & Brand, this permanent position is based out of Xplore’s corporate office in Markham, with an expectation to work onsite 3+ days per week.
As Brand Manager, you’ll act as the steward of Xplore’s voice across touchpoints. You’ll own the employer brand and EVP, ensure xplore.ca content remains fresh, accurate, accessible, and SEO‑ready, and maintain the Xplore Lexicon—the single source of truth for our messaging, product positioning, and customer value propositions. You’ll also lead brand storytelling and message alignment across teams and channels, building brand consistency, and preference.
Key responsibilities include:
Xplore Lexicon & Messaging Architecture
- Create, publish, and maintain the Xplore Lexicon—brand voice, tone, terminology, product naming, value props, proof points, and objection handling
- Partner with Product Marketing to codify positioning and messaging, with use‑case overlays by segment and region
- Run quarterly message audits across owned/paid/shared channels; manage change control and versioning
Website Content & Governance
- Own the content strategy and editorial governance for xplore.ca
- Support setting SEO + UX writing standards and partner with Marketing and IT on core web performance and page templates
- Ensure accessibility with UX/design and engineering; lead regular accessibility checks and remediation
Employer Brand & EVP
- Build and socialize Xplore’s Employer Value Proposition (EVP); define proof points and content pillars by audience (engineering, field ops, care, sales, corporate) in partnership with HR
- Lead the careers site content experience (stories, benefits, DEI, early careers), aligned with talent goals
- Stand up an employee advocacy program (tooling, prompts, enablement) with HR/Talent Acquisition and Comms
Measurement & Continuous Improvement
- Define KPIs for employer brand, site content health, lexicon adoption, and campaign governance; publish a quarterly Brand Communications Scorecard
- Test and learn: voice/tone experiments, content patterns, and message sequencing; share insights that raise conversion and brand lift
- Leverage brand health tracking results to inform strategies and iterate/adapt as required
The ideal candidate will possess:
- 5–7+ years in brand communications, content strategy, employer branding, or brand/product marketing (telecom or technology an asset)
- Bachelor’s degree in Marketing, Business, or a related field; Master’s degree an asset
- Proven ownership of brand messaging systems, lexicons, or style guides; experience enabling internal teams
- Strong project management skills, with experience leading governance forums, cross‑functional workshops, agency partners, and owning budgets
- Deep understanding of digital marketing, UX, accessibility, and web content strategy
- Exceptional writer and editor with a passion for clarity, consistency, and quality
- Strategic systems thinker who translates brand strategy into scalable frameworks and guardrails
- Influential collaborator able to align Marketing, HR, Product, Legal, and external partners
- Results‑driven, data‑informed, and comfortable balancing brand rigor with performance outcomes
- Proactive self‑starter who thrives in a fast‑paced, evolving environment
- Bilingual (French) an asset
Condition of Employment:
As a condition of employment and in order to comply with industry related data security standards, this position is subject to the successful completion of a Criminal Background Check. Details will be supplied to applicants as they move through the selection process.
Xplore is committed to creating an accessible environment and will accommodate disabilities during the selection process. Please let your recruiter know during the selection process of any accommodation needs.
