Media Director

Role Overview

• Lead the development and implementation of integrated media strategies aligned with program objectives and communication mandates.
• Provide leadership across the full lifecycle of media programs — from planning and channel selection through execution, optimization, and reporting.
• Serve as the single operational point of contact for Castlemain media execution, ensuring consistency, coordination, and accountability across initiatives.
• Translate communication goals into practical media approaches designed to reach diverse populations across urban, rural, and remote communities.
• Identify barriers audiences may face in accessing information and recommend solutions through appropriate channel selection and outreach approaches.
• Ensure strategies prioritize accessibility, trust, and community reach over platform preference.
• Drive ongoing innovation by identifying new outreach opportunities, emerging media environments, and improved delivery models.
• Lead the coordination of internal teams to ensure seamless execution across planning, buying, reporting, finance, and project delivery functions.
• Oversee all media execution activities, ensuring timelines, deliverables, and approvals remain on track.
• Provide clear direction to execution teams while maintaining overall accountability for program outcomes.
• Support delivery within government program environments, including awareness of procurement processes and billing cycles.
• Anticipate operational risks and proactively resolve issues to maintain campaign momentum and quality.
• Develop culturally respectful media strategies supporting Indigenous outreach and engagement initiatives.
• Build and maintain strong working relationships with Indigenous and community-focused media organizations.
• Re-establish and formalize partnerships with key vendors capable of reaching Indigenous and remote audiences, including strengthening relationships key media partners.
• Identify and activate non-traditional media channels that extend beyond mainstream advertising environments.
• Ensure outreach approaches reflect trauma-informed communication practices and community knowledge.
• Lead regular performance reporting that clearly communicates campaign reach, delivery effectiveness, and audience penetration.
• Translate results into actionable insights, recommendations, and opportunities for improvement and innovation.
• Evaluate success based on real audience reach and accessibility outcomes, not solely platform metrics.
• Develop structured learning agendas that strengthen future outreach to rural, remote, Indigenous, and non-traditional communities.
• Identify opportunities to improve processes, partnerships, measurement approaches, and media effectiveness over time.
• Actively build and maintain relationships with media vendors capable of reaching rural, remote, Indigenous, and hard-to-reach audiences.
• Proactively identify new community, regional, and alternative media partners.
• Strengthen long-term relationships with specialized outlets to prevent missed opportunities and expand communication reach.
• Ensure vendor coordination, contracts, and invoicing processes are managed accurately and aligned with program requirements.
• Monitor media investment pacing and recommend adjustments to maximize effectiveness.

Requirements

• Extensive experience overseeing integrated media planning and execution.
• Strong understanding of how diverse populations access information, particularly older audiences and communities outside major urban centres.
• Experience reaching Indigenous, rural, remote, and non-traditional audiences.
• Background working within government, public information, or regulated communication environments preferred.
• Familiarity with government billing cycles and administrative requirements is an asset.
• Demonstrated ability to coordinate complex programs involving multiple partners and delivery streams.
• Strong operational leadership combined with strategic thinking.
• Cultural intelligence and commitment to inclusive, trauma-informed communications.
• Proven ability to translate performance data into practical improvements and innovation.

Benefits

• Health insurance
• Retirement plans
• Professional development opportunities
• Flexible work arrangements
• Paid time off