Director, Franchise Communications

Job Description

Franchise Communications Leadership

• Develop and lead global communications strategies that support the growth and visibility of WildBrain's franchise portfolio across consumer, trade and corporate audiences.

• Translate franchise business objectives into integrated communications programs that drive awareness and engagement leading ultimately to licensing opportunities, commercial partnerships and consumer demand.

• Serve as the communications lead for assigned franchises, providing strategic counsel to senior leaders and cross-functional teams.

• Develop and lead a robust B2B communications strategy that supports global business objectives, working collaboratively with internal teams and external stakeholders.

Campaign Development & Execution

• Create and execute breakthrough, insight-driven communications campaigns that increase cultural relevance and audience engagement across key markets.

• Amplify franchise marketing initiatives through earned media, strategic partnerships, influencer engagement (in partnership with digital marketing/social media team), thought leadership and other communications tactics.

• Develop communications strategies that support major franchise milestones, launches, consumer products programs, retail initiatives, content releases, anniversaries, live events and brand activations.

• Identify newsworthy opportunities that extend the impact of franchise campaigns and create meaningful conversations with consumers, partners and industry stakeholders.

Earned Media & Industry Influence

• Lead proactive and reactive media relations programs across consumer, entertainment, lifestyle, business and trade media.

• Build and maintain strong relationships with key journalists, editors, producers, creators, influencers and industry opinion leaders.

• Drive executive visibility and thought leadership opportunities that strengthen WildBrain's reputation and strategic positioning.

• Act as a senior communications advisor and spokesperson as required.

Partnerships & Activations

• Develop communications strategies that maximize awareness and impact for franchise activations, partnerships and both B2B and consumer-facing experiential events.

• Collaborate with internal teams and external partners to create integrated communications plans that generate media coverage, audience engagement and, ultimately, business results.

• Identify and secure strategic media and promotional partnerships that help franchises reach new audiences and ultimately drive commercial outcomes.

Agency & Stakeholder Leadership

• Lead external agencies and partners, establishing clear objectives, measurement frameworks and performance expectations.

• Partner closely with Franchise Strategy, Consumer Products, Network, Marketing, Content and Commercial teams to ensure communications activities support broader business goals.

• Provide communications counsel during issues management and reputation-related situations.

Measurement & Optimization

• Define success metrics and evaluate campaign performance against business objectives.

• Use insights, audience intelligence and industry trends to continually optimize communications strategies and identify new opportunities for franchise growth.

Qualifications

• Proven success developing and executing integrated communications strategies for global consumer brands, entertainment properties, franchises or lifestyle brands, driving brand growth, audience engagement and commercial outcomes.

• Proven success in leading high-impact communications campaigns across consumer, trade and corporate audiences, including product launches, retail marketing, licensing initiatives, brand activations and experiential programs.

• Deep understanding of the kids' and family entertainment industry, with strong knowledge of the U.S. market; international and UK market experience is an asset.

• Exceptional media relations expertise with an established network across consumer, entertainment, lifestyle, business and trade media, and a proven ability to secure high-impact earned media and thought leadership opportunities.

• Outstanding strategic planning, storytelling, writing and executive communications skills, with experience coaching senior leaders and company spokespeople for media engagements and public appearances.

• Demonstrated ability to build strategic partnerships, influence cross-functional stakeholders and align diverse teams around shared business objectives in complex, fast-paced organizations.

• Proven leadership experience managing agencies, budgets and/or communications teams, with the ability to mentor and develop junior talent.

• Strong judgment, discretion and issues management experience, with the ability to navigate confidential and high-profile communications matters while effectively managing external stakeholder relationships.

• Experience working across North American and international markets, with familiarity in licensing, consumer products, retail and entertainment ecosystems strongly preferred.

Additional Information

What We Offer

Working at WildBrain is more than a job — it’s the opportunity to join forces with extraordinary, insightful, and imaginative people who will recognize your talents and encourage your professional growth and development in a work environment that promotes creativity and individuality. We offer competitive benefits, and we invest in our people and their future.

Total Rewards

At WildBrain, we strive for equitable and consistent pay practices within a robust total rewards framework. Compensation may vary within the same role based on experience, performance, specialized expertise, and overall impact.

Compensation: $125,000 - $145,000 (CAD). Base salary is part of a comprehensive total rewards package that includes:

• Paid time off

• Retirement savings with company matching

• Comprehensive health and dental coverage, with shared premium costs from day one.

• Employee Assistance Program (EAP)

• Hybrid work model

Our Hiring Process

• Initial virtual screening with our Talent Acquisition team

• Interview with the hiring manager (virtual or in person, TBD)

• Interview with 2–3 key business partners (virtual or in person, TBD)

• Role-specific assessment, where applicable

AI in Our Hiring Process

We use artificial intelligence (AI) to support and enhance the recruitment experience—for example, by organizing applications or surfacing relevant qualifications. AI is never used to make hiring decisions. All decisions are made by our hiring managers and recruitment professionals. AI tools used in our recruitment process are subject to rigorous privacy, security, and risk assessments and are applied in alignment with WildBrain’s Inclusive Hiring framework. We believe technology should enhance human judgment, not replace it.

Our Commitment

Diversity, Equity, and Inclusion are in our DNA. As a global leader in kids and family entertainment, we strive to reflect and honour the diversity of our audiences around the world. We believe that creating diverse and inclusive content & brands begins with fostering a culture of belonging at WildBrain. To us, a culture of belonging is one where we celebrate and welcome the diversity of all employees, stakeholders, and external partners and strive to create an environment where every individual feels valued, respected, and brings their authentic self to work.

We demonstrate our commitment to this by striving to provide a supportive work environment and a corporate culture that welcomes and encourages equal opportunities for all employees. We recognize that people bring experience and talent that goes beyond the technical skills and requirements of a job. If you possess similar experience that is close to what we’ve listed here, we encourage you to please still consider applying. We strongly believe that diverse experience, transferable skills, and passion are key! WildBrain accommodates people with disabilities throughout the recruitment and selection process. Applicants are encouraged to make their needs known in advance if accommodation is required.

About WildBrain

At WildBrain, we build and grow beloved family brands through exceptional entertainment experiences. Home to franchises such as Strawberry Shortcake, Teletubbies, Yo Gabba Gabba!, Inspector Gadget and Degrassi, we are a global leader in franchise management—bringing stories to life through content production, audience reach and consumer products. Our award-winning studio has partnered with top global platforms such as Apple TV, Netflix and the BBC, producing acclaimed series such as The Snoopy Show, Strawberry Shortcake: Berry in the Big City, Teletubbies (2015), Yo Gabba GabbaLand! and Finding Her Edge. The WildBrain Network, offering more than 1,000 channels across YouTube, FAST and AVOD, delivers premium-quality content to today’s kids and families wherever they’re watching—connecting advertisers to audiences at scale through brand-safe media solutions. WildBrain CPLG, our global licensing and consumer products arm, represents our own and partner brands across major territories worldwide. Headquartered in Toronto, WildBrain trades on the Toronto Stock Exchange (TSX: WILD). Visit us at wildbrain.com.

Attention: We have been made aware of individuals and recruitment agencies falsely claiming to represent WildBrain and offering employment opportunities on our behalf.

All legitimate opportunities are managed through our internal Talent Acquisition team and verified partners, and are posted on our official careers page and LinkedIn. If you are unsure about the legitimacy of any outreach, please verify by contacting us directly.