Director, Media Relations
Job in
Toronto, Ontario, M5A, Canada
Listing for:
LCBO
Full Time
position
Listed on 2026-02-21
Job specializations:
-
Management
-
Marketing / Advertising / PR
Marketing Communications
Job Description & How to Apply Below
About the Role
Serve as LCBO’s primary media contact, responding to inquiries from print, broadcast, and digital media in a timely, accurate, and professional manner.Act as an official spokesperson for the agency, delivering clear, consistent messaging aligned with corporate priorities.Prepare media materials including news releases, statements, backgrounders, interview briefs and key messages.Develop and maintain strong, credible relationships with journalists, editors, and media outlets across the province and nationally.Brief and prepare senior executives and subject-matter experts for media interviews and public appearances.Led the development and implementation of LCBO’s issues management and crisis communications plans.Provide real-time media strategy, messaging, and spokesperson support during high-risk and/or high-profile situations.Monitor media coverage and public sentiment, assessing reputational impact and recommending corrective or proactive actions.Coordinate closely with senior leadership, external agencies, and government counterparts during sensitive or escalated matters.Support comprehensive, media relations strategies that support the LCBO’s mandate and business objectives.Identify emerging issues, trends, and media risks and opportunities, providing strategic advice to senior leadership.Provide leadership, mentorship, and performance management to media relations staff, fostering a high-performing and responsive team.Ensure messaging is coordinated and aligned with broader government communications protocols.Lead LCBO’s media monitoring function.Collaborate with broader LCBO Communications, Corporate Affairs, and Divisional leadership to ensure accuracy, consistency, and readiness for media relations activities.About You
University degree in communications, journalism, public relations, or corporate communications.8+ years of progressive experience in media relations or public affairs, including experience as a spokesperson.5+ years of demonstrated senior leadership experience in people management.Demonstrated experience managing issues and crisis communications in a complex, highly visible environment.Deep understanding of the media landscape (including social media) and news cycles, with proven ability to navigate potential sensitive issues.Strategic mindset and ability to understand and connect the dots across a complex business that runs in a fast-paced sector.Ability to function as a trusted advisor to senior management and business leaders and to work collaboratively with colleagues at all levels in the delivery of consistent, aligned communications strategies.Exceptional written and verbal communications skills, with the ability to translate complex information into clear public messaging.Innovative thinker who can respond to changing requirements.Experience in government, public sector, or in a wholesale/retail environment.A professional designation or certification from a recognized communications, marketing, and/or PR excellence association.We offer a comprehensive suite of benefits including:
Health/Dental BenefitsAccess to an Employee & Family Assistance ProgramDefined Benefit PensionDiscounts on products and services via Workperks.There is a world of opportunities at the LCBO…
Join an organization where you can be challenged while achieving your true potential. A place where you can make a positive impact supporting Ontario business and communities. Discover a safe, healthy, diverse, inclusive, and accountable workplace where your wellbeing is our top priority. At the LCBO, your contributions are respected and valued. Be part of our journey as we invest in people and technology to transform an organization.
There really is a world of opportunities at the LCBO.
We foster a culture of inclusion and belonging, so everyone feels valued, respected, and heard. The LCBO is an equal opportunity employer and committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility of Ontarians with Disabilities Act. If contacted for an interview or employment opportunity, please advise if you require an accommodation.
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