Senior Manager, Media Relations

Position Details

Position Title: Senior Manager, Media Relations

Employment Type: Permanent, Full-time (Vacant)

Reports to: Vice President, Communications

Direct Reports: None

Salary Range: $70,500 to $85,500 annually with benefits and 3 weeks paid vacation

Work Location: Toronto or Montreal

Work Environment: UNICEF Canada currently operates under a Fixed-Hybrid model that requires team members to attend the office at least 2 days/week (Tuesday and Wednesday).

Additional Notes: This is a bilingual role (English & French).

Position Description

Ready to make headlines for all the right reasons? UNICEF Canada is looking for a strategic and savvy storyteller who can turn complex issues into compelling narratives and build buzz that matters as our next Senior Manager, Media Relations. Working in close partnership with the Senior Manager, Strategic Communications and the broader Communications team, this role leads the planning and execution of media strategies, manages day-to-day relationships with journalists, and ensures UNICEF Canada is prepared to respond effectively to emerging issues and opportunities.

Your experience comes from a variety of backgrounds – not just the non-profit sector – and you thrive in fast-paced settings.

You will be:

• Press Point Person – You’re the first call for journalists seeking insight, access, or commentary on UNICEF’s work, building trusted relationships and driving meaningful coverage.
• Reputation Steward – You actively monitor the media landscape, assess risks and opportunities, and lead coordinated responses that protect and strengthen UNICEF Canada’s public reputation.
• Collaborative Connector – You’ll work with global and national teams to uncover powerful stories, align messaging, and ensure UNICEF’s voice is unified and impactful.
• Spokesperson Partner – You’ll support and prepare spokespeople with sharp talking points, media coaching, and real-time guidance to shine in interviews and public appearances.
• Audience Architect – You’ll tailor outreach and messaging to meet the needs of diverse media markets—with a specific focus on French-language and cultural outlets—ensuring relevance and resonance from coast to coast.

Key Accountabilities

Media Relations & Outreach (45%)

• Build and manage strong relationships with journalists and media outlets across Canada, serving as UNICEF Canada’s primary media contact.
• Develop and execute proactive media strategies that position UNICEF Canada as a leading voice on children’s rights, humanitarian response, and global development.
• Write and edit media materials including press releases, op-eds, Q&A documents and spokesperson backgrounders, ensuring clarity, consistency, and alignment with UNICEF’s brand and voice.
• Increase UNICEF’s media presence in Quebec and Francophone markets by tailoring outreach, messaging, and media materials for French-language audiences.
• Cultivate relationships with cultural, community, and diaspora media to ensure inclusive representation and broaden UNICEF Canada’s reach.
• Own the planning and execution of the organization’s media engagement approach, ensuring alignment with enterprise communications priorities established by the VP, Communications.
• Maintain a forward-looking media opportunities pipeline that aligns with campaign priorities, global moments, and emerging issues.
• Support thought leadership efforts by identifying media opportunities that elevate UNICEF Canada’s President & CEO and other experts as trusted voices on children’s issues.

Strategy, Reputation & Issues Management (40%)

• Collaborate across teams to identify compelling stories and develop media plans that support program launches, advocacy campaigns, and fundraising initiatives.
• Liaise with UNICEF’s global communications teams to align and adapt messaging and leverage international content for Canadian audiences.
• Lead day-to-day issues monitoring and support the development and execution of proactive and reactive communications strategies to protect UNICEF Canada’s reputation.
• Serve as the operational lead for media during issues and crisis situations, coordinating responses and advising internal stakeholders in alignment with VP-level direction.
• Develop and maintain systems for tracking, analyzing, and reporting on media coverage, sentiment, and performance to inform strategy.
• Own spokesperson readiness, including preparation materials, briefing processes, and ongoing support for public-facing opportunities.
• Monitor media coverage in both English and French, analyze sentiment, and produce regular reports to inform strategy and track impact.
• Serve as a rotating member of the Emergency Response Team for Communications, leading communications strategy during emergencies and supporting media and digital content needs in collaboration with relevant teams.

Content Development & Digital Engagement (15%)

• Ensure UNICEF Canada’s emergency response webpages are regularly updated based on the latest UNICEF key messages, facts, and figures.
• Adapt core messaging and narratives (developed in partnership with Strategic Communications) for media audiences and opportunities.
• Contribute to organizational social media channels primarily to amplify media coverage and support real-time communications needs (in partnership with the Senior Manager, Social Media and Manager, Communications and Engagement).

Qualifications

• Post-secondary education in communications, journalism, public relations, or a related field, or an equivalent combination of education and experience.
• Five to eight years of progressive experience in national public relations or corporate communications, including proactive and reactive media work in a complex environment.
• Bilingual fluency in French and English, with demonstrated experience engaging both Francophone and Anglophone media.
• Exceptional writing and editing skills, with strong attention to detail and a clear grasp of tone, clarity, and storytelling.
• Proven success in developing and executing earned media campaigns, including positioning complex or sensitive issues in the news.
• Deep understanding of how to leverage print, broadcast, and digital media to maximize impact, including familiarity with media monitoring tools.
• Strong interpersonal and relationship-building skills, with a collaborative mindset and ability to work cross-functionally.
• Highly organized and results-driven, with the ability to manage multiple priorities and meet tight deadlines in a fast-paced environment.
• Interest or experience in child rights, international development, and humanitarian work, particularly as they relate to children in Canada and around the world.
• Proficiency with Microsoft Office tools, including Word, PowerPoint, Excel, and Teams, to support planning, collaboration, and content development.

An Employer of Choice: What We Offer

Members of the UNICEF Canada team have access to the following employee benefits:

A Robust Compensation Package

• Extended Health/Dental benefits, Healthcare Spending Account, and Wellness Account
• Life, AD&D, & Long-Term disability insurance coverage
• Employer match contributions (5%) to a Group Pension Plan
• Access to parental leave top-up

Commitment to Wellness

• Fixed-hybrid work environment to balance connection and collaboration with the work-life integration needs of our team
• Minimum 3 weeks of annual vacation (increases with time served) & 1 additional day per year of service (max 30)
• 10 paid sick days & 2 personal days
• ~9 employee wellness days – an additional series of pre-set days off, given annually to further extend long weekends
• Discounted rate for a GoodLife gym membership
• Access to an Employee and Family Assistance Program

Our Commitment to Inclusive Workplaces & Recruitment

UNICEF Canada is an inclusive workplace and is committed to championing diversity, equity, inclusion, and accessibility. Requests for accommodation can be made at any stage of the recruitment process.

At UNICEF Canada, we believe strongly in personal connections, and our hiring process is entirely. We do not use AI or automated systems to review applications or conduct interviews. Each candidate is evaluated by our experienced team to ensure a fair and thoughtful hiring experience.

How to Apply

Please submit your resume and cover letter as one document to careers@unicef.ca by 11:59 PM EST by June 17, 2026. Please reference Senior Manager, Media Relations in the subject heading. Applications will be reviewed on a rolling basis, so we encourage applicants to apply early. UNICEF Canada thanks all applicants for their interest in this opportunity; however, only those selected for an interview will be contacted.

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