VICE PRESIDENT – EARNED MEDIA STRATEGY  

 

At Weber Shandwick, we build brand stories designed to earn attention, coverage and conversation. We’re a passionate and diverse team that protects and promotes some of Canada’s (and the world’s) most iconic and beloved brands … and has fun while doing it!  
  
If you’re a dynamic media relations maestro with an integrated-marketing mindset, here’s an opportunity to play a leadership role at a forward-thinking, award-winning and globally leading agency. Over the last five years, Weber Shandwick has been recognized as PRovoke Media’s Canadian Agency of the Year, IABC Canadian Large Agency of the Year, a certified Great Place to Work (six years running) and boasts the most exciting client list of any agency in the country. 

 
POSITION PROFILE 

  

We are currently seeking a Vice President – Earned Media Strategy to join our Integrated Media team in Toronto. We’re looking for a self-starter who is ready to take the lead in driving the agency’s media relations offering forward. As a key leadership position as the Earned Media lead for Canada, this person will lead media relations for several major accounts while establishing best practices, driving growth and developing skillsets across the agency. 

 
The ideal candidate has deep experience in media relations and/or journalism and specializes in earned-first storytelling that drives coverage and impact. They have established connections to top-tier journalists, understand the inner workings of newsrooms, love the thrill of the pitch and are driven by landing that perfect headline. Most importantly, they champion earned-first thinking, lead by example in developing and maintaining media relationships and inspire a passion for pitching. 

 

We’re looking for someone who understands how to break through today’s modern media landscape, while keeping their finger on the pulse of where the industry is heading and how outlets and audiences are evolving. Expertise in healthcare, and a desire to support the work and growth of our healthcare team is a must.

 

This role requires a leader who can motivate a team, tap into their passion and lead with a sense of integrity, honesty and humility – someone who can set the big-picture strategy but isn’t afraid to roll up their sleeves and dive into the work. 

 

Most importantly, we are looking for someone who wants to put their strategic skills to work driving coverage for great brands, is highly collaborative and willing to grow and lead a team doing bold new things.  

 

RESPONSIBILITIES 

• Oversee, participate, and counsel on the strategy and implementation of strategies that drive earned media coverage across traditional, online, and emerging platforms 

• Serve as the primary Canadian earned media lead for major global brands – with a focus on healthcare 

• Collaborate with teams across the agency (e.g., account, creative, social, influencer) to develop powerful integrated approaches for earning attention, advising on the right angles for strong editorial cut through and coverage 

• Ensure the agency maintains top-tier media relationships and is continuously building new ones with emerging media 

• Meet regularly with a strong network of key editors, producers and journalists to uncover proactive opportunities to our clients 

• Advise clients on media strategy development across traditional, online, and other platforms, providing strategic counsel and insightful recommendations  

• Set standards and oversee the production of media materials including media lists, media pitches, key messages, media audits, briefing books, etc. 

• Advise clients on media approach, issues management and media training 

• Oversee media relations training and talent development 

• Lead the media strategists within account teams and act as an inspiring role model to junior talent across the agency. 

 

REQUIREMENTS 

• 12+ years’ experience focusing on media relations and/or journalism 

• Healthcare industry experience 

• Proven media relations skills, including developing strategy, building and maintaining media relationships and pitching and landing stories 

• Experience leading large-scale, integrated activations and campaigns 

• Strong writer and editor – ability to craft messages and story narratives for both corporate and consumer audiences 

• Strong leadership skills – the ability to manage and prioritize multiple work streams and staff 

• Strong presentation skills 

• Must be proactive and flexible, a team player able to work in a fluid environment with changing priorities 

• Proven new business expertise and success 

• Established experience building teams, managing and mentoring junior staff and working collaboratively in a cross-functional setting  

 

The Weber Shandwick Collective recognizes that your health and wellbeing are a priority. This is why we offer a full suite of benefits including:

• Medical
• Dental
• Vision
• RRSP (with employer match)
• Tuition Reimbursement
• Juice Money - $60 monthly reimbursement to be used towards purchases that nourish your health, mind, body, and soul
• Bring Your Own Device (BYOD) – $50 monthly cell phone reimbursement
• MyDays – Flexible time off
• Short-Term Disability
• Paid Parental Leave Policy

Weber Shandwick is proud to be an Equal Opportunity/Affirmative Action employer. Weber Shandwick recruits qualified applicants without regard to race, colour, religion, gender, age, ethnic or national origin, physical or mental disability, sexual orientation, gender identity, marital status or citizenship status.

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