MEDIA, MARKETING AND COMMUNICATIONS

JOB DESCRIPTION

This position goes by many names, you may have heard it referred to as: media relations, communications, public relations, marketing, brand manager, portfolio manager, etc. Although these positions are different, many of them include similar responsibilities and skill sets and are occasionally used interchangeably. For the purposes of this job description, we’re going to generally talk about the field of Communications and potential opportunities that might fit your skillset.

THE WORK ENVIRONMENT

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In a Marketing or Communications role you’re likely to work regular business hours during the weekdays. Special events or launches may require travelling or working odd hours and are based on the projects you are working on at the organization. In the world of communications, each organization strategically picks their own approaches to communicating with their stakeholders based on their overall objective and mission. Ie: Building brand awareness vs establishing a new partnership.

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FACT: Recreational Cannabis became legal in Canada in October 2018.

MEDIA, MARKETING AND COMMUNICATIONS SALARY

Low Range

$46k+ annually

$24 per hour

Average

$93k+ annually

$48 per hour

High Range

$144k+ annually

$74 per hour

*Annual salary calculated by 37.5 hr work week, and by a 52 weeks per year

Note: As the field of Media, Marketing and Communications goes by many names throughout the industry the salary scale included here gives a ballpark idea of your earning potential in this field. There are many different positions within the area of Communications with lots of opportunities for growth. Sometimes a Communications-related position is focused on a specific task or project like media relations or it could be a position where you are involved in all aspects of Communications, this is largely dependent on the size of the organization you work for. This tends to be a salaried position receiving standard health and wellness benefits: dental, vision, health, and RRSP contributions. It would also be common for a Communications position to include standard paid vacation and sick days. Depending on the organization and your specific role, there’s likely to be some paid travel opportunities and coverage for other expenditures like cell phones, mileage a laptop, etc. Some cool perks include local and international travel, bonuses, discounts on company products, flexible working hours and possibly a blended work schedule of at home and in office. In managerial roles, the annual salary for a Marketing Manager can be anywhere from $80k – $150k.

MEDIA, MARKETING AND COMMUNICATIONS JOB DUTIES

Main responsibilities:

Develop a corporate communications plan and media strategy that supports the company’s business goals – this can be for a company’s various brands or portfolios, or it could be for tangents of the business such as medical or recreational use.

Plan, deliver, and optimize effective and efficient campaigns that drive growth and increase sales revenues.

Post-campaign analysis including new insights, measurements and efficacy and delivering on KPIs.

Manage and contribute to the company’s social media presence on a number of platforms and channels.

Planning content calendars, copywriting, asset creation, publishing and community management

Creating new and interesting content to support the company’s strategic goals and messaging.

Facilitate ongoing media relations through announcements, partnerships, brand recognition, etc

Oversee and seek opportunities for external speaking engagements and event participation.

Support various internal communications including announcements, companywide announcements, messaging from company leadership, special events, etc.

Depending on your roles, you could be required to manage budgets and payments.

Reporting on various aspects of ongoing activities.

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BECOMING A MEDIA, MARKETING AND COMMUNICATIONS

Competitiveness & Availability

In a fast-paced technology-driven world, there is not only space for Communications experts but they are in demand. While many organizations understand the power of Communications for their businesses, they don’t always have the capital to support a full-time position, therefore, you’re more likely to find a position in a medium to large-sized organization. This position goes by many names, you may have heard it referred to as: media relations, communications, public relations, marketing, brand manager, portfolio manager, etc. Although these positions are different, many of them include similar responsibilities and skill sets and are occasionally used interchangeably.

Advancement Opportunities

There are numerous opportunities for advancement within the communications field, starting from internships all the way up to Director and VP positions. The field of media & marketing is constantly evolving, making way for new technologies, new audiences, different communications channels, and with that comes new skillsets and different specialties. So, if you aren’t particularly strong at developing strategic plans but you’re highly skilled at facilitating campaigns, not to worry, you can still thrive in this career path! Your level of hands-on experience, such as participating in strategic plans, campaigns and events will give you opportunities for advancement. There’s never a “perfect” strategy or campaign, and often insight can only be gained through real trial-and-error experiences. Take advantage of any and all opportunities to participate in field activities in order to build your portfolio and advance into more senior positions. Given the wide array of communications channels it’s not uncommon for individuals to specialize in one area or another.

Education

Most employers are seeking individuals with a post-secondary education in marketing, communications, digital media or public relations for this role, they may also consider applicants with transferable skills such as writing, project management, sales and technology specializations. Entry-level positions require an education and proficiency in common computer programs, and social media platforms. Familiarity with other related tools such as Canva, media management tools, SEO, and Google Ads are also considered highly valuable. For mid-level positions, in addition to an education and familiarity with tools, employers are also seeking 5+ years of experience in an active communications role. Note: As the Cannabis sector is relatively new, Canadian companies are still navigating marketing and promotion efforts as they aren’t fully defined. Employers are likely to favor individuals who have experience in highly regulated industries like tobacco and alcohol. Experience required in the communications field is wide-ranging and could include:

Managing complex projects and large budgets
Coordinating multiple projects and competing deadlines
Innovating
Channel management
Tracking and evaluating project outcomes
Working with different agencies, vendors, sponsors, etc
Experience in writing, creating, and producing materials across a variety of platforms (electronic, print, social media, video)

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