Account Director, Earned Media Strategy

3CM IPG DXTRA (Canada), Inc.; Toronto; On-site; CAD 95,000 - 130,000; Full time

Job summary

Weber Shandwick in Toronto is seeking a Director – Integrated Media to lead integrated media strategy for major consumer, corporate and healthcare brands in Canada and globally.

You will mentor a media team, advise senior clients on reputation, crisis communications and narrative positioning, and drive new business opportunities while ensuring campaign ROI.

Qualifications

• 7+ years of public relations or integrated media experience.
• Strong understanding of reputation management and stakeholder engagement.
• Proven ability to lead cross-functional teams and drive client outcomes.

Responsibilities

• Lead the overarching earned media strategy for major accounts across consumer and corporate affairs.
• Advise senior clients on brand reputation, crisis communications, and positioning.
• Spearhead story mining to uncover news hooks and cultural entry points.
• Drive growth by expanding services across digital, analytics, and integrated campaigns.
• Mentor and develop a high-performing media team and foster inclusive culture.
• Oversee budgets, staffing, and campaign KPIs to ensure profitability and impact.

Skills

Media strategy

Client counsel

Team leadership

Crisis communications

Brand positioning

Digital & creator ecosystems

Education

University degree in Public Relations/Communications

Job description

Agency: Weber Shandwick Job Function: Media Job Subfunction: Earned Media Job Description: Weber Shandwick is more than a leading global communications agency – we’re an engagement agency. Our success is built on a deep commitment to our clients, our people, creativity, collaboration and engaging stakeholders in new and bold ways to build brand reputation and drive business results. Our Toronto office is looking for a Director – Integrated Media—a strategic, vision-driven communications leader responsible for driving integrated media strategy, providing high-level client counsel, and managing major client accounts. In this role, you will lead cross-functional teams to shape cultural conversations for iconic consumer, corporate, and healthcare brands in Canada and globally.

About You:

You are a seasoned media strategist, client partner, and team leader who thrives at the intersection of culture, news, and brand purpose. You know how to elevate earned-first creative concepts into multi-channel campaigns that command attention and drive measurable business impact across both corporate affairs and consumer communications. You possess a deep understanding of today's complex stakeholder dynamics and bring a nuanced perspective on how brands build trust with consumers, media, and corporate stakeholders alike. If you are an inspiring mentor, a passionate builder of client relationships, and a champion of brave, culturally resonant storytelling, we want to hear from you.

RESPONSIBILITIES:

• Strategic Integrated Media & Campaign Leadership Lead the overarching earned media strategy for major accounts, seamlessly integrating earned, owned, paid, and creator ecosystems to maximize campaign resonance and ROI across both consumer and corporate affairs mandates.
• Serve as a trusted advisor and senior partner to client leaders and executive teams, providing high-level strategic counsel on brand reputation, media landscapes, crisis communications, corporate affairs, and narrative positioning.
• Spearhead story mining and creative strategy sessions with client executives and subject matter experts to uncover news-making hooks, corporate and executive positioning opportunities, and cultural entry points.
• Business Growth & New Business Development Identify expansion opportunities within existing client accounts, introducing agency capabilities across digital, creative, corporate reputation, and analytics to deepen client partnerships. Play a central role in driving new business pitches—from insights, research, and strategy formulation to deck development, team casting, and pitch presentation leadership.
• Talent Leadership, Coaching & DEI Directly manage, mentor, and coach a team of media professionals (Managers, Senior Associates, Associates), setting performance goals, guiding career paths, and conducting performance check-ins. Champion an inclusive, collaborative team dynamic that embraces diverse perspectives, actively participating in agency DE&I initiatives and inclusive hiring practices.
• Operational & Financial Management Oversee major account budgets, staffing allocations, fee projections, and SOW developments to ensure program profitability, prevent scope creep, and optimize agency resource utilization. Establish comprehensive campaign KPIs and frameworks that measure earned media impact against overarching client business objectives.

PREFERRED EXPERIENCE:

• Corporate & Consumer Affairs Expertise: Deep understanding of both corporate affairs (reputation management, crisis/issues communications, executive positioning) and consumer affairs (brand storytelling, consumer media relations, trend integration, lifestyle/culture PR).
• Client Counsel & Relationship Management: Demonstrated ability to build trust and rapport at all levels.
• Integrated Media & Cultural Intelligence: Deep understanding of the modern media landscape, digital creator ecosystems, and pop culture trends; strong ability to identify emerging news hooks and leverage media intelligence/influencer platforms effectively.
• Critical Thinking & Problem-Solving: Asks probing questions, anticipates roadblocks, and exercises sound judgment to resolve complex client or operational challenges swiftly and diplomatically.
• Operational Excellence & Precision: Proven ability to manage multi-faceted campaigns under tight deadlines; meticulous attention to detail across written deliverables, logistics, budget tracking, and performance measurement.
• Collaborative Leadership & Energy: A proactive, solutions-oriented team player who brings positive energy to cross-functional teams; skilled at coaching junior staff, resolving cross-team friction, and cultivating a high-performing, inclusive work culture.
• Written & Executive Communication: Exceptional writing and editing skills across diverse formats—from media pitches and messaging frameworks, client presentations, and influencer briefs. Public relations experience of 7+ years. Agency experience strongly preferred. University degree in Public Relations, Communications, Journalism or related field.

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.

Salary Range: $95,000 - $130,000

Omnicom’s policy requires employees to work in the office for a minimum of three days a week, unless additional in-office days are directed by their agency or manager. Our objective is to increase this requirement over time, and many of our agencies as well as Omnicom’s corporate group already require five days of in-office attendance. Omnicom is committed to hiring and developing exceptional talent. We agree that talent is uniquely distributed, and we’re focused on developing inclusive teams that can bring the best solutions to everything we do. We strongly believe that celebrating what makes us different makes us better together. Join us—we look forward to getting to know you.

Link to Recruitment Privacy Notice: https://www.omc.com/privacy-notice/

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