Manager, Media Relations

At Sienna, we empower our team members across Ontario, British Columbia, Saskatchewan and Alberta to help our residents live the life they desire and deserve. Our purpose is simple: to cultivate happiness in daily life!

What Sienna Offers: We aspire to cultivate an environment and culture where team members feel valued, heard and empowered to do meaningful work. We offer a number of programs and benefits that support team members’ financial, personal and professional needs:

• A competitive compensation and vacation package
• Employer Paid Health & Dental Benefits
• RRSP with Company Match
• Share Ownership and Reward Program (SOAR)
• Employee Share Purchase Plan with Company Match
• Continuous learning and growth so you have the skillset needed to succeed and take on new challenges
• A welcoming culture that values diversity and differing perspectives, experiences and beliefs
• Location: Markham Ontario
• Working Arrangement: 100% On-Site

What You’ll Be Doing: Reporting to the Senior Director, Public Relations, the Manager, Media Relations is responsible for shaping and elevating the organization’s public relations strategy and external communication initiatives. This role leads the development of compelling narratives, manages media outreach, monitoring coverage and fostering positive relationships with media outlets. The Manager, Media Relations ensures consistent messaging that aligns with the organizations brand and growth objectives.

Media Outreach

• Identify compelling stories within the organization and generate engaging pitches for media outlets.
• Serve as the primary point of contact for all incoming media inquiries, assessing opportunities and potential risks and determining appropriate responses
• Manage the end-to-end process for proactive media outreach including identifying target outlets, tailoring pitch angles and evaluating opportunity for maximum visibility
• Maintain media lists and support ongoing relationship-building with local and national reporters.
• Develop and implement proactive outreach strategies to ensure positive coverage and develop brand awareness.

Media Monitoring

• Monitor daily media coverage
• Track earned media results, providing regular reports on coverage and metrics.
• Maintain awareness of regional media environment and identify opportunities for positive visibility as well as potential reputational risks that require proactive mitigation.

Community Engagement

• Serve as the primary point of contact for communities to source and share good news stories, ensuring timely and accurate information flow.
• Stay connected and informed about local events and initiatives to create opportunities for positive publicity.
• Build collaborative relationships with internal stakeholders to foster a culture of storytelling and transparency.

Earned Media Opportunities

• Manage the planning, coordination and execution of press conferences, media events and related events.
• Create press materials including but not limited to press releases, talking points, media statements, pitches, FAQs, briefing documents, blogs stories and other items.
• Source internal experts from across the organization’s communities for earned media opportunities.
• Create opportunities for positive media relations to key media outlets in targeted communities.

Who you are

• Post graduate certificate or Bachelor’s degree in Journalism, Communications or a related field required.
• 5+ years’ experience in communications and/or media relations
• Proven experience in media relations and public relations, with strong national media relationships or the ability to quickly build them
• Experience working with Microsoft Suite (Word, Outlook, Excel, PowerPoint, etc.)
• Strong media judgment with the ability to assess opportunities, manage risk, and advise on appropriate responses
• Strong storytelling and editing skills with attention to detail.
• Strong project management and interpersonal skills, with the ability to work collaboratively with key stakeholders across the organization.
• Demonstrated ability to work collaboratively across functions and manage multiple priorities in a fast-paced, dynamic environment.
• Experience with Canva or similar design tools to create visually engaging communication assets.
• Excellent organizational and project management skills.
• Excellent interpersonal skills.
• Ability to work independently and collaboratively in a fast-paced environment.

What you need to know

• Any offer of employment will be conditional upon a criminal background and references check.
• We will review applications as they are received. Only those candidates selected for an interview will be contacted.
• Sienna Senior Living may utilize artificial Intelligence to screen or assess applicants for this position.
• Salary Range: $80,839 - $101,049 **Please note that individual salary is determined by factors such as job-related knowledge, skills and experience, as well as internal equity**
• This posting is for a new position.

Sienna Senior Living is committed to employment equity, diversity, and inclusion in the workplace. In accordance with provincial regulations, upon request, support will be provided for accommodations throughout the recruitment, selection, and assessment process.