Communications Manager, Canada

The Regional PR & Communications Lead is responsible for developing and executing strategic communication plans that elevate the company's brand presence across key markets. This role leads media relations, content development and regional communications initiatives, ensuring alignment with global strategies while addressing local market needs. It also involves team leadership, stakeholder collaboration, crisis management and performance analysis to drive brand awareness and support business growth. Key Duties & Responsibilities Communication Strategy and Brand Positioning • Execute the company's communication strategy to reinforce the brand's leadership in adventure and responsible travel sectors. • Collaborate with the global communications team to ensure consistent and aligned messaging across all markets and platforms. • Develop and implement region-specific PR and communications plans that align with the global strategy while addressing local market nuances and opportunities. • Tell the story of the company's mission and purpose as a leader in responsible travel and community tourism, leveraging partnerships with non-profit organizations to highlight impactful human-interest stories. • Serve as the authoritative communications expert within the company, providing insights and guidance to support business growth. • Collaborate with the critical incident team to plan and execute crisis communication responses when necessary. Media Relations and Content Development • Identify and develop compelling newsworthy stories by engaging with internal stakeholders to share with media outlets. • Write, edit, and distribute press releases and media materials to consumer and trade media audiences. • Secure and maintain high-level media coverage in target regional markets, focusing on trade, consumer and broadcast media. • Scope, curate and submit industry award entries to sustain recognition and success. • Identify and engage leading content creators to participate in press trips and content campaigns aimed at increasing brand awareness across social and digital channels. • Manage all press office functions, including timely responses to media inquiries, media monitoring and maintenance of press lists. Event and Trip Management • Organize, manage and lead individual press trips for regional media, facilitating first-hand brand storytelling experiences. • Organize and lead media training sessions for regional spokespeople to enhance media engagement effectiveness and brand representation. Team Leadership and Stakeholder Collaboration • Collaborate closely with marketing and communications teams to integrate PR, social media and content initiatives. • Maintain and develop relationships with key partners such as airlines, tourism boards and travel agents - fostering collaborative media and editorial opportunities. • Manage the company's PR agency in the region, ensuring alignment with company strategy and performance objectives. • Lead and mentor regional communications team members, fostering professional growth and ensuring consistent delivery of communications objectives. • Coordinate with regional legal and compliance teams to ensure all communications adhere to regulatory requirements and company policies. Skills & Experience • Minimum of 5 years of professional experience in PR or communications, within either agency or in-house environments. • Strong understanding of the travel industry, including both consumer and trade-facing markets. • Proven track record of managing communications strategies and public relations campaigns that drive brand awareness and engagement. • Experience building and maintaining relationships with media, content creators, and other key industry contacts. • Demonstrated success in securing high-profile coverage across consumer, trade and digital media platforms. • Experience managing multi-platform content creator campaigns, including affiliates and social media promotions. • Excellent writing and editorial skills, with the ability to craft compelling headlines and clear media materials. • Proficient in using media monitoring tools and managing press lists. • Skilled in leveraging digital and social media channels to amplify communications. • Strong collaborator and networker, adept at liaising with global stakeholders and cross-functional teams. • Effective multitasker capable of managing diverse priorities in a fast-paced environment. • Strong critical thinker with the ability to adapt communications to different audiences. *Base Salary Hiring Range: $88,000 - $100,000 annually What Do We Offer You? • Competitive Total Rewards Package, including exclusive travel perks! • Additional days off, including on your birthday! • Vacation time for you to recharge • Enhanced Parental Leave • Meaningful Employee Recognition Program • Learning and Growth Opportunities • Employee Resource Groups *Applicable based on location* Artificial intelligence (AI) tools may be used to support the administrative processing of applications, such as organizing and formatting applicant information. AI is not used to screen, assess, or select applicants. All hiring decisions are made by our recruitment team.