Vice President - Media Relations

Our Toronto team is looking for a Vice President - Earned Media. You are a strategic media relations expert who bridges the gap between client objectives and impactful earned media coverage. You bring deep knowledge of the Canadian media landscape, established journalist relationships, and proven ability to secure meaningful coverage that drives business results. Working within our g4 model, you'll lead media strategy development while mentoring our growing team of PR professionals to elevate our earned media capabilities across all client accounts.

 

You’ll build on our existing skill set in Canada to establish a performance driven earned capability – training and mentoring MR specialists (connectors/ cata-connectors) to guide our earned work (including traditional media relations but also driving how we earn attention for our clients – working closely with our influencer specialists and creators).

 

You’ll be part of our CC360 team that delivers executive visibility and media training to C-suite and client teams that are front-facing with traditional media – or need support on speaking engagements or thought-leadership.  

 

You’ll also oversee our Canadian media monitoring and media database tools and technology – always looking for ways to optimize our time and elevate our work product.

 

This is the first senior connector role that we have had in Canada and thus, there is a lot of potential to make the role your own – and to grow your career and build a team as a result of the work you do. 

 

Key Responsibilities

• Act as an external ambassador and the senior subject matter expert for Golin (and soon OPRG) in Canada
• Senior media relations and earned expert for our top revenue clients like PepsiCo, Schneider, LEGO, and Specsavers 
• Senior POV, insight and counsel on the Canadian media landscape, provide senior client counsel, preparing email communications to senior comms clients with updates on coverage or events that they need to be informed on (working with the account teams)
• Be the senior "hammer" when it comes to nailing big features, heavy hitting news stories (like business, news) - including media strategy and outreach to reporters/ journalists and producers
• Train and mentor, the earned team to build and merchandise our capabilities internally and externally 
• Media train, message train senior communications client, brand teams, spokespeople across roles and industries 
• Develop corporate narratives that resonate and breakthrough in external communications 
• Help teams tap into new media contacts and verticals, connect with journalists, producers and reporters
• Help teams to deliver on KPIs and exceed expectations to build trust and credibility with our top clients 
• Develop comprehensive earned media strategies that align with client business objectives and integrated campaign goals - for major campaigns, product launches, and corporate announcements
• Provide strategic media counsel to clients, anticipating issues and identifying proactive opportunities
• Create compelling media angles and storylines that resonate with Toronto and Canadian journalists
• Oversee the development of media materials including press releases, media kits, fact sheets, and pitch notes
• Lead media POV development on industry trends, breaking news, and emerging issues
• Secure top-tier media coverage through strategic pitching and relationship building
• Plan and host media events, desk-sides, and relationship-building activities
• Stay current on media landscape changes, journalist moves, and editorial calendar opportunities
• Develop key messages, Q&As, and bridging strategies for clients on both clear and complex issues
• Prepare executives and spokespeople for interviews, speaking engagements, and media appearances, coach spokespeople on effective storytelling and message delivery
• Provide real-time support during live media opportunities
• Mentor junior and mid-level team members in media relations best practices
• Identify opportunities to expand media relations services within existing client relationships
• Stay ahead of media trends and bring fresh thinking to client challenges
• Build relationships with media partners and vendors to enhance our capabilities
• Work hand in hand with senior clients to provide media strategy, counsel, and connect this to the greater business goal
• Support Brand Reputation team to counsel and coach senior communications team - in Canada and the US (education and information) 
• Contribute to ongoing media strategy for the brand to cut through in different way

 

Ideal Qualifications

• Bachelor's degree in Communications, Journalist, Public Relations or related field 
• 10-12 years of progressive experience as a media leader, preferably within a public relations agency or in-house, with significant focus on media relations
• Proven track record at PR agencies with demonstrated and significant media wins
• Deep understanding of the Canadian media landscape – including Quebec
• Established relationships with journalists across consumer, business, and trade media
• Experience across multiple PR disciplines (corporate communications, consumer/brand PR, issues management)
• Exceptional written and verbal communication skills
• Strong strategic thinking balanced with flawless execution
• Experience training and preparing senior executives for media opportunities
• Track record of mentoring and developing PR talent
• Highly collaborative and aligned with the positive culture we have built at Golin Canada over the past 10 years (we are agile, responsive, flexible, collaborative and kind… all while being committed to driving superior results for our clients)
• APR designation an asset
• Bilingual (English/French) capabilities considered an asset

 

About Golin

 

Golin is a progressive public relations agency with expertise ranging from brand-building and cutting-edge content to corporate reputation and measurement. Our Toronto office serves as a hub for innovative PR work across Canada, representing leading brands and organizations across diverse industries.

Any request to schedule an interview and any legitimate offer of employment will only come from an authorized representative of Golin. We will never require an applicant to provide sensitive personally identifiable information in order to conduct an interview.

Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, protected veteran status or other characteristics protected by law.