Position Purpose Summary: 

The Director of Public Relations leads a comprehensive marketing and communications program that supports the strategic priorities of The Salvation Army, while upholding and promoting the values, policies, procedures, codes and conduct and ethics of The Salvation Army Canada & Bermuda Territory.

Giving leadership to a public relations team, the Director of Public Relations is responsible for communications, media relations, marketing, crisis communications, events, and supporting the annual kettle campaign. The Director of Public Relations is the spokesperson for The Salvation Army within the division, through regular interface with public forums and media to communicate the vital mission of The Salvation Army. 

Key Accountabilities:

1. Communications:

• As the spokesperson for The Salvation Army, ensure consistent messaging for all media-related matters, leading efforts for media releases and strategies for earned media in a manner that preserves the reputation of The Salvation Army.
• Manage a communications strategy that focuses on story content, brand awareness, mission impact and ensure consistent messaging and accuracy for disaster responses.
• Manage the media message for all crisis communications, protecting brand reputation and elevating The Salvation Army’s mission impact.
• Build relationships with media, pitching content and handling media enquiries.
• Provide editorial oversight of all communication materials, including social media messages, web and other communications channels and resources.
• Lead efforts for compelling stories/articles and liaise with units and THQ for content, approvals, and delivery.

2. Leadership:

• Supervise the day-to-day operations of Public Relations, providing direction and supervision to a team of five, with the goal of promoting The Salvation Army through integrated communications and marketing efforts that align with territorial strategy and mission priorities.
• Manage quality and consistency in the representation, messaging, and branding of the Salvation Army.
• Lead communication and marketing, coaching, and supporting opportunities for local corps and ministry units according to best practices.

3. Marketing:

• Lead the team in the use of analytics to improve marketing strategies and understand the performance of the organization.
• Develop and manage strategies for brand recognition that include planning, goals, and current topics.
• Manage advertising efforts and measure performance results.
• Develop marketing plans that include conducting research, analyzing the external environment, identifying trends, and developing plans that include both strategies and tactics that align with campaigns for the territory.

4. Events

• Manage an effective event strategy that enhances events to build brand awareness, acquires new audiences and further builds relationships with existing donors and stakeholders.
• Lead the kettle campaign for the division.
• Manage communications for events and kettles within the division, communicating opportunities, resources, and outcomes.

5. Strategic Planning:

• Identify required assets and resources, delegate project tasks among team members, and define overall workflow and activity plan.
• Budget for income and expenditures, track progress against budgets and report regularly on key metrics and performance indicators.

Critical Relationship Management:

• Internal relationships:
• Key working relationships with Territorial Communications leadership and divisional leadership.

• External relationships:
• Manages contracts and working partnerships with key vendors, including annual budgets and special projects.
• Manages budget for contracted services.

Education, Qualifications and Certifications:

• Completion of a university program consisting of four academic years and related to communications, public relations, or marketing.
• A professional designation will be considered as an asset.

Experience and Skilled Knowledge Requirements

• A minimum of five (5) years of prior related experience in marketing and/or communications.
• Strong media relations experience relating to the not-for-profit sector and crisis management.
• Demonstrated experience leading a team to meet and exceed its targets.
• Demonstrated knowledge of all components of a successful marketing program.

Competencies:

• Well-developed sense of responsibility and priority setting.
• Strong writing skills.
• Ability to integrate marketing and communications strategies to build audience engagement.
• Highly developed level of emotional intelligence.
• Background in a multi-faceted, large regional or national organization.
• Detail-oriented, with strong organizational and planning skills.
• Demonstrated ability to manage several projects with varying deadlines.
• Ability to develop systems & processes while ensuring compliance with all policies and regulations.
• Experience in building and managing a team approach to problem-solving.
• Responsible for managing employees, including hiring, performance review, discipline and performance management, and terminating employees.
• Strong interpersonal skills and a team player.
• Strong organizational, administration and communication skills.
• Skill in preparing written reports and presentations.
• Skill in public speaking and leading in-person meetings and events.
• Ability in budget management.
• Adherence to the values of The Salvation Army, its Mission Statement and Fundraising Code of Ethics.
• Understanding of The Salvation Army and its culture, and ability to work in a consultative manner and support/further the Salvation Army’s mission and goals.

Benefits:

• Compensation: $90,000 to $95,000.
• Work Arrangement: Full-time position with the option of a hybrid work model (2–3 days per week in the office).

This recruitment is being led by Gerard Search on behalf of The Salvation Army.

Application deadline: We are accepting rolling applications until the position is filled.

Check the status of the search process here