YM Inc. was founded on the strength of a single retail store in the heart of downtown Toronto in 1975, under the name Stitches. Today we are one of North America’s leading apparel retailers operating over 700 stores across Canada and the United States under the following banners: Stitches, Urban Planet, Urban Behavior, Sirens, Forever 21, Urban Kids, Suzy Shier, Bluenotes, West 49, Amnesia, Charlotte Russe, Rue 21 and Mandee.
Our goal is to sustain performance that exceeds expectations. We are committed to creating a culture where people feel valued and inspired to achieve results. We give our people the appropriate tools, freedom and authority to make decisions. They are accountable for their actions and we recognize their efforts and reward their results. We attract and nurture the best people by providing leadership opportunities, career development and continuous learning. We are committed to leading by example and with integrity. We treat people with respect and dignity, promote the benefits of diversity and address challenges in a direct and compassionate manner. We engage people in our goals and objectives; we listen and act on new ideas where possible. That is our Philosophy.
WHO YOU ARE
- You are a bold, forward-thinking leader who will redefine and drive our digital marketing strategy. A true game changer, who inspires teams, challenges the status quo, and consistently delivers impactful, results-oriented campaigns.
- A proven executive with deep fluency in Gen Z culture, platform behaviour, and emerging formats
- A creative director and business leader — you balance sharp aesthetic instincts with commercial rigour
- Data-obsessed — you use analytics to build strategy, drive decisions, and measure brand impact
- A talent magnet who builds and inspires high-performing creative teams
- A trendsetter— ahead of the curve, always
WHAT YOU’LL DO
Social Media & Content Strategy
- Set and own the enterprise social media strategy across all brand accounts — TikTok, Instagram, Pinterest, YouTube, and emerging platforms
- Define content strategy frameworks that balance cultural relevance, brand storytelling, and commercial performance
- Oversee and approve all social content direction — from creative briefs through to final delivery
- Build and govern an always-on content engine: reactive, trend-led, evergreen, and campaign-driven
- Monitor algorithm changes, platform shifts, and format innovation — and move fast on what matters
Creator & Influencer Marketing
- Lead creator strategy across nano, micro, and macro tiers — building authentic, lasting brand partnerships
- Identify and activate brand collaboration and pop culture moment opportunities at scale
- Develop strategic influencer frameworks that drive reach, credibility, and conversion
Performance & Analytics
- Own paid social strategy in close partnership with performance marketing — aligning brand and demand-gen objectives
- Establish executive-level reporting cadences on KPIs: follower growth, engagement, reach, and revenue attribution
- Champion social listening, sentiment analysis, and platform analytics to surface strategic opportunities
Executive & Cross-Functional Leadership
- Build, lead, and scale a high-performing digital content team — hiring, mentoring, and developing talent
- Serve as executive sponsor for digital marketing across all YM brands — aligning strategy with brand GMs and the C-suite
- Partner with ecommerce on email, and integrated digital campaign execution
- Partner with creative and visual design teams to set and enforce digital content standards across all channels
- Represent digital marketing in quarterly business reviews and contribute to overall brand strategy
WHAT YOU’LL NEED
Experience
- 8+ years in digital marketing, with 5+ years in a senior leadership or director/VP-level role
- Proven track record growing brand social presence, engagement, and revenue at scale
- Experience leading digital marketing at a fashion retail, youth, or lifestyle brand — strongly preferred
- Track record building and scaling creative and content teams from the ground up
- Executive presence: comfortable presenting strategy to C-suite and board-level stakeholders
- Portfolio of high-performing social campaigns demonstrating measurable business impact — required
Skills & Tools
- Expert-level understanding of TikTok, Instagram, Pinterest, YouTube, and emerging platforms
- Strong proficiency in content creation tools — CapCut, Adobe Creative Suite, AI-native design tools
- Deep experience with paid social — Meta Ads Manager, TikTok Ads, and similar platforms
- Strong analytical fluency — platform analytics, Google Analytics, social listening tools
- Knowledge of AI-driven marketing tools is a strong asset
Must-Haves
- Available to work in-office 5 days per week
- Degree or diploma in Marketing, Communications, or related field (or equivalent experience)
- Comfortable operating in a fast-paced, high-volume, multi-brand retail environment
WHY YM INC.
- Canada’s largest specialty fashion retailer — 700+ stores nationwide across iconic brands
- Real executive ownership: set the vision, build the team, shape the future of digital at YM
- A leadership team that wants to be bold, take risks, and move fast
- Competitive director-level compensation package + performance incentives + employee discount across all brands
- An opportunity to define what modern digital marketing looks like for Canadian fashion retail
YM Inc. is an equal opportunity employer. If chosen to participate in the selection process, accommodations are available upon request. We will consult with the applicant to provide or arrange suitable accommodation in a manner that takes into account the applicant’s accessibility needs.
This posting is for an open vacancy.
We use AI in our hiring process.
Pay: From $100,000.00 per year
Benefits:
- Extended health care
- Life insurance
- On-site parking
- Paid time off
- Store discount
- Vision care
Ability to commute/relocate:
- North York, ON M6A 2W1: reliably commute or plan to relocate before starting work (required)
Application question(s):
- Have you worked in apparel fashion?
Experience:
- digital marketing: 6 years (required)
- Directing / Senior Leadership : 4 years (required)
- Fashion Marketing : 2 years (required)
Work Location: In person
