Director, XM

DIRECTOR, XM (CANADA) Community isn’t just a marketing agency — we’re a movement. We deliver ideas that disrupt, strategies that ignite, and experiences that demand attention. Fueled by creativity and audacity, we transform brands into cultural trailblazers by showing up where culture lives — live, loud, and in motion. As Director, XM, you sit at the intersection of strategy, creativity, and execution. You lead national experiential client portfolios, set the standard for experiential excellence, and push our work forward across live, digital, and hybrid channels. This role is for a senior‑level relationship builder and cultural strategist who knows how to turn ambition into action — and ideas into unforgettable experiences. ROLE OVERVIEW Reporting to the Group Account Director, XM, the Director, XM is the senior strategic owner of key experiential accounts. You are a trusted advisor to clients, a leader to internal teams, and a driver of agency growth. You oversee the full lifecycle of experiential programs — from strategic planning and creative direction to execution, optimization, and evolution. You unify account leadership, production, and creative teams to deliver bold, culturally relevant work that performs in the real world. KEY RESPONSIBILITIES Client Leadership & Strategic Ownership - Own senior‑level client relationships and act as the primary strategic advisor across all experiential initiatives. - Lead annual and quarterly planning, identifying growth opportunities, white space, and innovation pathways. - Guide experiential strategy across live activations, tours, pop‑ups, sponsorships, content‑driven experiences, and integrated campaigns. - Present high‑level strategies, insights, and recommendations with clarity, confidence, and conviction. Experiential Excellence & Creative Direction - Oversee development of experiential briefs, creative approaches, and small‑to‑large‑scale concepts. - Ensure work is culture‑first, audience‑driven, and unmistakably Community. - Champion experiential ideas that are bold, relevant, and executionally sound. - Maintain high standards across production, partner selection, and onsite execution. Team Leadership & Mentorship - Lead, mentor, and develop Account Supervisors, Managers, and cross‑functional teams. - Set expectations for excellence, accountability, and collaboration. - Foster an environment where teams feel empowered to push ideas forward while executing flawlessly. Operational & Financial Oversight - Review and approve scopes, budgets, staffing plans, and resource allocation. - Safeguard profitability while enabling ambitious, high‑impact work. - Ensure all programs are delivered on time, on budget, and at the highest quality level. Insight, Reporting & Growth - Lead post‑program evaluations, extracting insights to strengthen future work and case studies. - Translate learnings into smarter strategies and more effective experiences. - Champion agency culture, operational efficiency, and cross‑department collaboration. YOU ARE - A seasoned experiential leader with deep experience in XM, live events, or brand experience. - Fluent in culture‑driven and regulated categories such as alcohol, cannabis, tobacco alternatives, or live entertainment. - A strategic thinker who understands audiences and designs experiences that move people emotionally and physically. - A confident presenter and persuasive storyteller. - A leader who builds trust, develops talent, and elevates the work around them. - Financially sharp, with a strong command of budgets, forecasting, and performance metrics. EXPERIENCE & SKILLS - Bachelor’s degree in marketing, business, communications, or a related field. - 6–8+ years in experiential marketing, with proven leadership experience. - Demonstrated success developing and executing large‑scale experiential programs. - Strong understanding of creative development, production, and onsite execution. - Skilled in managing complex budgets, timelines, and multi‑stakeholder partnerships. - Excellent written, verbal, and interpersonal communication skills. WHY WORK AT COMMUNITY? - A culture that’s creative, collaborative, and unapologetically bold. - The opportunity to shape national, culture‑defining experiences. - Autonomy, trust, and the chance to make a real impact. - Learn from top talent while helping brands move at the speed of culture. - Rooftop deck. Fully furnished. Enough said.