About the position

UNICEF Canada is seeking a talented and high-performing individual for the bilingual role of Senior Manager, Media Relations. 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. The goal is to ensure Canadians understand the breadth and depth of UNICEF’s work around the world in relevant, timely, and engaging ways. The ideal candidate is a strategic and savvy storyteller who can turn complex issues into compelling narratives and build buzz that matters. This role requires a proactive approach to media relations, reputation management, and issues management, with a focus on increasing UNICEF's media presence in Quebec and Francophone markets, and cultivating relationships with cultural, community, and diaspora media.

Responsibilities

• 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.
• 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.
• 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).

Requirements

• Post-secondary education in communications, journalism, public relations, or a related field, or an equivalent combination of education and experience.
• 5 to eight (8) 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.
• Demonstrated ability to work independently with minimal supervision while delivering high-profile, strategic outcomes.
• Experience contributing to organizational social media platforms (Twitter, Blue Sky, LinkedIn) with timely, newsworthy content.
• Proficiency with Microsoft Office tools, including Word, PowerPoint, Excel, and Teams, to support planning, collaboration, and content development.

Nice-to-haves

• Interest or experience in child rights, international development, and humanitarian work, particularly as they relate to children in Canada and around the world.

Benefits

• Extended Health/Dental benefits
• Healthcare Spending Account
• 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
• Fixed-hybrid work environment
• 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
• Discounted rate for a GoodLife gym membership
• Access to an Employee and Family Assistance Program
• Access to a comprehensive global learning platform with over 1600 courses, webinars & resources
• Internal leadership development, training, & mentorship programs
• Opportunities to access both local & global stretch assignments