Associate Director, Public Relations, External Communications, WE Day
WE Charity
Toronto, Ontario, Canada
5d ago

Company Overview

WE is a movement that brings people together and gives them the tools to change the world. Our vision is to shift the world from me to we.

Our mission is to empower all people to change the world, locally and globally, achieving transformative outcomes for themselves and others.

WE Making doing good, doable.

Job Summary

WE is seeking an experienced and hands-on leader with 5+ years experience to act as Associate Director of Public Relations for WE Day within the External Communications Department.

The incumbent will report directly to the Director of External Communications, acting as an ambassador for the organization.

The individual will oversee the creation, execution and success of strategic public relations plans, working closely with executive members and senior leadership teams to ensure organizational priorities are achieved.

The candidate will lead and manage projects from inception to execution. Furthermore, candidates with strong client management backgrounds and extensive experience managing relationships and accounts would be ideal for this role.

The position is based out of WE’s office in Toronto, Ontario.

Responsibilities and Duties

  • Plan and execute Canadian, U.S. and international media strategies in relation to WE Day
  • Growth of WE and WE Day brand awareness in Canada, the U.S and internationally through proactive public relations
  • Create and execute media relations and communications plans
  • Top down implementation to drive results : from ideation and direction to execution of plans
  • All hands on deck approach to PR no job is too big, or too small
  • Ownership and management of PR agency relationship(s)
  • Work with talent management and publicists to drive brand awareness, secure press appearances and manage relationships
  • Manage all WE Day media relations activities and ensure goals and targets are being met per initiative and market
  • Write and finalize press materials for WE Day including but not limited to : press releases, key messaging, advisories, pitches, etc.
  • Event management and execution for both small and large scale events including press conferences, red carpets, youth-focused events, and partnership events and announcements
  • Administer the highest level of quality control
  • Available for work evenings and weekends where necessary
  • Coordinate, prepare and facilitate interviews with WE spokespeople and ambassadors
  • Media training development and delivery
  • Delivering exceptional results from the established PR annual plan and adapting to new priorities along the way
  • Lead and support collaborative PR activities with supporters / sponsors
  • Collaborate with teams across WE to deliver on collective organizational goals
  • Qualifications and Skills

  • 5+ years of experience working in public relations
  • Experience in and proven understanding of successes in media relations
  • Strong relationships with media across Canada; relationships with US media is a plus
  • Capable of demonstrating strong diplomatic and critical listening skills
  • Extremely organized with the ability to multi-task in a fast-paced environment with tight deadlines
  • Superior verbal and written communication skills with the ability to articulate in a clear, concise and compelling manner
  • Intuition for interpersonal relationships and relationship building
  • Extremely proactive with the ability to provide prompt follow through on projects
  • An organized self-starter, with the ability to work well both independently and as a team
  • Ability to accept specific direction, with an outstanding work ethic
  • Positive, enthusiastic, presentable and comfortable speaking in front of large groups
  • Bachelor’s degree preferred in Communications, Journalism, English or PR-related discipline and / or relevant experience in the field
  • Proficiency with electronic communication, computing, and other systems that comprise the modern working environment
  • What Makes Us Unique...

    WE is a family of organizations making doing good, doable. WE Charity empowers domestic and international change. ME to WE is a social enterprise that creates socially conscious products and experiences to help support the charity.

    And WE Day fills stadiums around the world with the greatest celebration of social good. WE enables youth and families to better the world supporting 2,500+ local and global causes by volunteering millions of hours of service, shopping daily with an impact, and raising millions of dollars that directly benefit their local communities and the world.

    Globally, our teams in Asia, Africa, and Latin America have provided more than 1 million people with clean water, built 1,000 schools and schoolrooms overseas, and empowered more than 200,000 children with access to education.

    WE was founded more than 20 years ago by social entrepreneurs, brothers Craig and Marc Kielburger. Join the movement today at

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