Director of Public Relations, Media & Communications AFC

Job Description

AFC Toronto is looking for a sharp, culturally fluent Director of PR, Media & Communications to help lead the club’s external, support high-impact PR campaigns, and drive media facing communications that elevate the club’s profile across the GTA and beyond.

A hybrid role across communications, PR, media, and cultural storytelling — built for someone who knows how to break through and build brand affinity that turns heads and wins hearts. In this role, you’ll shape how fans, media, and partners understand AFC Toronto — through storylines, announcements, press outreach, cultural campaigns, events, and club moments that generate conversation. You’ll support earned media strategy, develop standout PR campaigns, amplify partnerships, and help strengthen the club’s voice across every touchpoint.

This is a dynamic role designed for someone who can think strategically, write exceptionally, and execute with cultural awareness and precision.

• Lead the development and execution of creative campaigns, brand moments, and culturally relevant stunts that elevate AFC Toronto’s visibility and deepen fan engagement.
• Develop club-wide storylines and narrative arcs that position AFC Toronto as a leading voice in Canadian sport and culture.
• Plan and execute PR-driven events, media moments, launches, and cultural activations that generate fan and press attention.
• Write, edit, and produce high-quality announcements, features, scripts, and releases that reflect the club’s tone and identity.
• Collaborate with the Digital, Social, and Content teams to ensure messaging and storytelling land cohesively across platforms.
• Work with the Head of Digital to translate PR campaigns and communications into compelling digital executions across social and web.
• Maintain consistency of language, tone, and messaging across all external-facing materials.

• Lead AFC Toronto’s media storytelling by identifying compelling narratives, developing pitch angles, and driving proactive outreach to sports, culture, and lifestyle media.
• Run day-to-day media relations, including interview coordination, beat management, media preparation, and direct relationship-building with key journalists, outlets, and cultural partners.
• Coordinate all media availability and run press conferences for players and coaches, ensuring smooth operations, message consistency, and strong delivery.
• Build and maintain relationships with sports media, cultural outlets, influencers, taste makers, and community voices who can amplify the club’s presence.
• Develop media lists, briefing notes, talking points, Q&A guidance, and press kits for all interviews, events, and announcements.
• Manage crisis and issues communication, drafting statements, coordinating approvals, preparing spokespeople, and ensuring accurate, timely messaging across all platforms.
• Track media coverage, monitor trends, and provide reporting and insights to club leadership.

• Collaborate with the Partnerships team to amplify sponsor campaigns and deliver PR-driven visibility for partner content, events, and announcements.
• Execute partnership activations through earned media, storytelling, and culturally resonant moments.
• Coordinate club events, appearances, and experiential moments where PR, storytelling, and digital intersect.
• Ensure all campaigns and communications reflect partner commitments, brand integrity, and club values.

• Draft and distribute press releases, match notes, announcements, and official statements.
• Manage matchday communications, including pre- and post-match notes, media availability, and press conference materials.
• Maintain cross-club alignment to ensure consistent messaging from football to front office.
• Develop newsletters, website updates, and fan-facing communications, ensuring cross-department collaboration to plan content and maintain consistent, club wide messaging.
• Uphold a high standard of accuracy, clarity, and professionalism across all external…