Director, Earned-First Content Strategy

You are a Director Earned-First Content Strategy

Location: Toronto Hybrid.

You lead the development and execution of integrated earned-first content strategies designed to drive visibility conversation and meaningful engagement across digital platforms. Your focus is on creating audience-driven narratives that translate into high-impact digital content including social media creator collaborations and earned amplification while ensuring alignment with broader communications and brand priorities.

Success in this role requires strong storytelling instincts a deep understanding of platform algorithms and creator culture and the ability to translate insights into breakthrough omni-channel content strategies. You bring forward new earned opportunities fuel thought leadership and ensure all content reflects best practices for social-led earned-first integrated communications.

What Are Your Responsibilities

Audience Insights & Cultural Intelligence

• Work with internal teams to research social audience behaviours and platform usage patterns to inform strategy. Spot cultural signals social trends and emerging platform features that drive real-time relevance. Identify earned-first opportunities based on audience conversations sentiment shifts and cultural moments.

Platform & Channel Strategy

• Collaborate with colleagues across teams to develop channel-specific content plans across priority platforms including social and influencer/creator ecosystems. Shape audience-driven content pillars and narrative frameworks aligned to brand reputation and corporate goals. Partner with internal teams and client partner leads to ensure content strategies ladder up to broader communications and corporate objectives.

Content Development & Creative Direction

• Oversee the creation and management of social content calendars to ensure consistent high-quality output. Lead the creative brief process providing clarity and direction to internal teams production partners and creators. Guide the development of content formats designed for platform-specific behaviour and earned amplification.

Creator & Influencer Collaboration

• Collaborate with creators and influencer partners to support timely authentic and high-performing content. Ensure creator-led programs are aligned with strategic priorities and reflect brand voice and values. Provide oversight and/or hands-on management of creator relationships.

Measurement & Performance Optimization

• Working with internal partners build and monitor measurement frameworks focused on earned reach engagement quality sentiment and business impact. Translate performance results into insights that optimize future content and channel decisions. Identify new opportunities for earned amplification creator partnerships and digital thought leadership

AI-Enabled Workflows

• Use AI tools to synthesize insights streamline workflows and generate first-draft content or visuals. Support innovation in how we work identifying opportunities to pilot new tools and tech.

Key Attributes

• Strategic Storyteller.Able to translate insights trends and audience behaviours into compelling platform-ready narratives that drive earned engagement.
• Culturally Fluent & Trend-Aware:Constantly plugged into cultural signals creator ecosystems and platform shiftsand able to interpret what they mean for brands.
• Insight-Led Thinker:Comfortable analyzing audience data social performance metrics and sentiment to shape content decisions and measure impact.
• Collaborative Leader:Works seamlessly across client teams creators strategists and production partnersdirecting the work while elevating others contributions.
• Agile & Creative Problem-Solver:Thrives in fast-paced environments adapting quickly to real-time opportunities and bringing forward innovative earned-first ideas.
• AI-Forward: You see AI as a co-pilot and want to experiment learn and lead the way.

What Type of Qualities and Qualifications Should I Have

• 10 years of experience in social media content strategy digital marketing or PRagency experience preferred.
• Proven track record developing earned-first content strategies across social and influencer/creator ecosystems.
• Deep understanding of social platforms trends algorithms and content formats (TikTok Instagram X LinkedIn Threads YouTube).
• Experience managing creator or influencer partnerships including briefs deliverables and performance tracking.
• Experiencecounselling leaders onbrand reputationissuesand misinformation online.
• Skilled at translating audience insights and cultural trends into actionable high-impact content strategies.
• Strong written and verbal communication skills with excellent storytelling instincts.
• Proficient in social monitoring analytics and reporting tools; familiar with performance measurement frameworks.
• Ability to manage multiple priorities in a fast-paced deadline-driven environment while collaborating across teams and clients.

We may use artificial intelligence (AI) tools to supportourhiring toolsassistourhiring teambut do not replace human judgment. Final hiring decisions areultimately madeby humans. If you would like more information about how your data is processed please contact us.

Our goal is to offer a role you love within a workplaceyoureproud to contribute to each day. To learn more about who we arevisit our career page.

We areChangeMakers

ChangeMakersis a leading independent agency specializing in building purpose-driven brands and strategies that make a meaningful impact. With deep roots in brand strategy creative marketing communications and Indigenous engagement our team works across Canada and beyond to help organizations grow and thrive in meaningful ways.

An equitableemployer

ChangeMakersis committed to advancing equity diversity and inclusion in all its formsa commitment that enriches our company culture the ideas we generate and the quality of service we provide our clients. We strongly encourage applications from Indigenous communities racialized communities women persons with disabilities LGBTQ2S people and other historically marginalized groups.

If you require accommodation during the recruitment process we will work with you to meet your needsin accordance withhuman rights and accessibility legislation.

AtChangeMakers we understand that the ideal candidate may not meet every single requirement listed above. If you have relevant experience and a strong interest in the role we encourage you tosubmityour application. We welcome creative thinkers and people who bring diverse lived experiences to our team.

Required Experience:

Director