Malick Ba
Toronto
Summary
Senior leader with 10+ years of experience managing global sponsorships and integrated marketing programs across major Canadian sports properties including the Toronto Raptors & Maple Leafs. Expert in sponsorship strategy, asset governance, brand activation, cross-functional leadership, and partnership growth.
Proven results driving brand metrics, renewals, and ROI for global clients including Tangerine, Google, Sun Life, Unilever, IBM, McDonald’s, and Home Hardware.
Experienced people leader with a strong focus on collaboration, development, and operational excellence.
Overview
9
9
years of professional experience
Work History
Manager, Global Partnerships
Maple Leaf Sports & Entertainment
03.2021 - Current
- Lead sponsorship strategy and execution across Toronto Raptors, Toronto Maple Leafs, and MLSE enterprise properties.
- Manages & oversees key MLSE partners including Google, Sun Life, Unilever, Tangerine, IBM and others, aligning sponsorship assets to brand and business goals.
- Delivered integrated sponsorship programming that increased Google Pixel unaided awareness by +4% and favourability by +4% (2024/25).
- Developed & executed Sun Life's "Healthy You" flagship partnership program —awarded CMA Bronze.
- Provides performance reporting, ROI insights, and asset optimization guidance to senior stakeholders.
- Plays integral role in multi-year partnership renewals including: Unilever: achieved +17% growth vs. previous agreement. Hellmann’s: achieved +19% growth vs. previous agreement.
- Leads, mentor, and develop a high-performing partnership marketing team spanning MLSE properties
Account Supervisor
Cossette
07.2018 - 03.2021
- Led cross-functional teams to develop and implement effective marketing strategies.
- Managed client relationships, ensuring alignment with project goals and timely deliverables across multi-million dollar integrated marketing campaigns.
- Oversaw campaign performance analysis, identifying areas for optimization and improvement.
- Collaborated with creative & media teams to produce compelling advertising materials that resonate with target audiences.
Account Executive
John St.
01.2017 - 07.2018
- Executed digital, social, print, and broadcast campaigns for Home Hardware.
- Supported on execution of Home Hardware rebrand.
- Streamlined CRM processes and improved workflow efficiency.
Education
Diploma - Advertising & Marketing Communications
Humber College
Toronto06-2016
Bachelor of Arts - Communications
University of Ottawa
Ottawa06-2013
Skills
Sport Sponsorship Strategy & Execution
Integrated Marketing
Partnership Management
Brand Activation
Asset Governance
Sponsorship ROI
Stakeholder Relations
Event & Hospitality Activation
Contract Renewals & Negotiation
Cross-Functional Collaboration
Budget Management
Team Leadership
Consumer Insights
Brand Stewardship
Languages
English
Full Professional
Timeline
Manager, Global Partnerships
Maple Leaf Sports & Entertainment
03.2021 - Current
Account Supervisor
Cossette
07.2018 - 03.2021
Account Executive
John St.
01.2017 - 07.2018
Diploma - Advertising & Marketing Communications
Humber College
Bachelor of Arts - Communications
University of Ottawa