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About the Role

The Director, Franchise Communications is a senior communications leader responsible for shaping and executing integrated consumer and trade communications strategies for WildBrain's global franchise portfolio. This role sits at the intersection of brand storytelling, audience engagement, franchise growth and commercial success, developing breakthrough communications programs to elevate brand awareness, generate cultural relevance, support consumer products and retail initiatives, amplify live experiences and activations, and strengthen WildBrain's position as a global leader in kids' and family entertainment.

Responsibilities

Develop and lead global communications strategies that support the growth and visibility of WildBrain's franchise portfolio across consumer, trade and corporate audiences.
Translate franchise business objectives into integrated communications programs that drive awareness and engagement leading ultimately to licensing opportunities, commercial partnerships and consumer demand.
Serve as the communications lead for assigned franchises, providing strategic counsel to senior leaders and cross-functional teams.
Develop and lead a robust B2B communications strategy that supports global business objectives, working collaboratively with internal teams and external stakeholders.
Create and execute breakthrough, insight-driven communications campaigns that increase cultural relevance and audience engagement across key markets.
Amplify franchise marketing initiatives through earned media, strategic partnerships, influencer engagement, thought leadership and other communications tactics.
Develop communications strategies that support major franchise milestones, launches, consumer products programs, retail initiatives, content releases, anniversaries, live events and brand activations.
Identify newsworthy opportunities that extend the impact of franchise campaigns and create meaningful conversations with consumers, partners and industry stakeholders.
Lead proactive and reactive media relations programs across consumer, entertainment, lifestyle, business and trade media.
Build and maintain strong relationships with key journalists, editors, producers, creators, influencers and industry opinion leaders.
Drive executive visibility and thought leadership opportunities that strengthen WildBrain's reputation and strategic positioning.
Act as a senior communications advisor and spokesperson as required.
Develop communications strategies that maximize awareness and impact for franchise activations, partnerships and both B2B and consumer-facing experiential events.
Collaborate with internal teams and external partners to create integrated communications plans that generate media coverage, audience engagement and business results.
Identify and secure strategic media and promotional partnerships that help franchises reach new audiences and drive commercial outcomes.
Lead external agencies and partners, establishing clear objectives, measurement frameworks and performance expectations.
Partner closely with Franchise Strategy, Consumer Products, Network, Marketing, Content and Commercial teams to ensure communications activities support broader business goals.
Provide communications counsel during issues management and reputation-related situations.
Define success metrics and evaluate campaign performance against business objectives.
Use insights, audience intelligence and industry trends to continually optimize communications strategies and identify new opportunities for franchise growth.

Requirements

Proven success developing and executing integrated communications strategies for global consumer brands, entertainment properties, franchises or lifestyle brands, driving brand growth, audience engagement and commercial outcomes.
Proven success in leading high-impact communications campaigns across consumer, trade and corporate audiences, including product launches, retail marketing, licensing initiatives, brand activations and experiential programs.
Deep understanding of the kids' and family entertainment industry, with strong knowledge of the U.S. market; international and UK market experience is an asset.
Exceptional media relations expertise with an established network across consumer, entertainment, lifestyle, business and trade media, and a proven ability to secure high-impact earned media and thought leadership opportunities.
Outstanding strategic planning, storytelling, writing and executive communications skills, with experience coaching senior leaders and company spokespeople for media engagements and public appearances.
Demonstrated ability to build strategic partnerships, influence cross-functional stakeholders and align diverse teams around shared business objectives in complex, fast-paced organizations.
Proven leadership experience managing agencies, budgets and/or communications teams, with the ability to mentor and develop junior talent.
Strong judgment, discretion and issues management experience, with the ability to navigate confidential and high-profile communications matters while effectively managing external stakeholder relationships.
Experience working across North American and international markets, with familiarity in licensing, consumer products, retail and entertainment ecosystems strongly preferred.

Skills

Communications strategies
Consumer communications
Trade communications
Franchise portfolio management
Brand storytelling
Audience engagement
Franchise growth
Commercial success
Communications programs
Brand awareness
Cultural relevance
Consumer products
Retail initiatives
Live experiences
Activations
Kids' and family entertainment
Strategic thinking
Creative problem-solving
Lifestyle communications
Entertainment communications
Earned media
Influencing audiences
Measurable results
Media relations
Partnerships
Creator engagement
Thought leadership
Executive visibility
Spokesperson duties
Agency leadership
Stakeholder management
Issues management
Reputation management
Measurement and optimization
Audience intelligence
Industry trends

Location

Toronto, ON

Work Type

Hybrid

Experience Level

Senior
Director

Benefits

Paid time off
Retirement savings with company matching
Comprehensive health and dental coverage
Employee Assistance Program (EAP)

About the Company

WildBrain is made up of a team of innovators and creators who bring industry-leading kids’ content and brands to families globally.
We inspire imagination, put creativity first, and believe in the power of storytelling.
We are constantly connecting the powers of our global team, making WildBrain a collaborative, openminded and passionate environment to work in.
At WildBrain, we build and grow beloved family brands through exceptional entertainment experiences.
Home to franchises such as Strawberry Shortcake, Teletubbies, Yo Gabba Gabba!, Inspector Gadget and Degrassi, we are a global leader in franchise management—bringing stories to life through content production, audience reach and consumer products.
Our award-winning studio has partnered with top global platforms such as Apple TV, Netflix and the BBC, producing acclaimed series such as The Snoopy Show, Strawberry Shortcake: Berry in the Big City, Teletubbies (2015), Yo Gabba GabbaLand! and Finding Her Edge.
The WildBrain Network, offering more than 1,000 channels across YouTube, FAST and AVOD, delivers premium-quality content to today’s kids and families wherever they’re watching—connecting advertisers to audiences at scale through brand-safe media solutions.
WildBrain CPLG, our global licensing and consumer products arm, represents our own and partner brands across major territories worldwide.
Headquartered in Toronto, WildBrain trades on the Toronto Stock Exchange (TSX: WILD).

Equal Opportunity

Diversity, Equity, and Inclusion are in our DNA.
As a global leader in kids and family entertainment, we strive to reflect and honour the diversity of our audiences around the world.
We believe that creating diverse and inclusive content & brands begins with fostering a culture of belonging at WildBrain.
To us, a culture of belonging is one where we celebrate and welcome the diversity of all employees, stakeholders, and external partners and strive to create an environment where every individual feels valued, respected, and brings their authentic self to work.
We demonstrate our commitment to this by striving to provide a supportive work environment and a corporate culture that welcomes and encourages equal opportunities for all employees.
We recognize that people bring experience and talent that goes beyond the technical skills and requirements of a job.
If you possess similar experience that is close to what we’ve listed here, we encourage you to please still consider applying.
We strongly believe that diverse experience, transferable skills, and passion are key!
WildBrain accommodates people with disabilities throughout the recruitment and selection process.
Applicants are encouraged to make their needs known in advance if accommodation is required.