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.