Director, Media Relations

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This is an onsite role #LI-Onsite

Reporting to Senior Director, Corporate Communications, you will be responsible for shaping and protecting the public reputation of the LCBO through proactive, strategic, and responsive media engagement and issues management. Serving as the primary point of contact for journalists and news organizations, you will act as one of the agency’s official spokespersons and lead all media relations activities, including issues and crisis communications. This role operates in a dynamic, high-accountability public sector environment and requires sound judgement, diplomacy, political acuity, and the ability to communicate complex issues clearly to diverse audiences.

If you love navigating complex issues, building strong media relationships, and influencing public understanding through clear, strategic communications, then this is the role for you!

About the Role

• Serve as LCBO’s primary media contact, responding to inquiries from print, broadcast, and digital media in a timely, accurate, and professional manner.
• Act as an official spokesperson for the agency, delivering clear, consistent messaging aligned with corporate priorities.
• Prepare media materials including news releases, statements, backgrounders, interview briefs and key messages.
• Develop and maintain strong, credible relationships with journalists, editors, and media outlets across the province and nationally.
• Brief and prepare senior executives and subject-matter experts for media interviews and public appearances.
• Led the development and implementation of LCBO’s issues management and crisis communications plans.
• Provide real-time media strategy, messaging, and spokesperson support during high-risk and/or high-profile situations.
• Monitor media coverage and public sentiment, assessing reputational impact and recommending corrective or proactive actions.
• Coordinate closely with senior leadership, external agencies, and government counterparts during sensitive or escalated matters.
• Support comprehensive, media relations strategies that support the LCBO’s mandate and business objectives.
• Identify emerging issues, trends, and media risks and opportunities, providing strategic advice to senior leadership.
• Provide leadership, mentorship, and performance management to media relations staff, fostering a high-performing and responsive team.
• Ensure messaging is coordinated and aligned with broader government communications protocols.  
• Lead LCBO’s media monitoring function.
• Collaborate with broader LCBO Communications, Corporate Affairs, and Divisional leadership to ensure accuracy, consistency, and readiness for media relations activities.

About You

• University degree in communications, journalism, public relations, or corporate communications.
• 8+ years of progressive experience in media relations or public affairs, including experience as a spokesperson.
• 5+ years of demonstrated senior leadership experience in people management.
• Demonstrated experience managing issues and crisis communications in a complex, highly visible environment.  
• Deep understanding of the media landscape (including social media) and news cycles, with proven ability to navigate potential sensitive issues. 
• Strategic mindset and ability to understand and connect the dots across a complex business that runs in a fast-paced sector.
• Ability to function as a trusted advisor to senior management and business leaders and to work collaboratively with colleagues at all levels in the delivery of consistent, aligned communications strategies.
• Exceptional written and verbal communications skills, with the ability to translate complex information into clear public messaging.
• Innovative thinker who can respond to changing requirements.
• Experience in government, public sector, or in a wholesale/retail environment.
• A professional designation or certification from a recognized communications, marketing, and/or PR excellence association.

We offer a comprehensive suite of benefits including:

• Health/Dental Benefits
• Access to an Employee & Family Assistance Program
• Defined Benefit Pension
• Discounts on products and services via Workperks.

There is a world of opportunities at the LCBO…

Join an organization where you can be challenged while achieving your true potential. A place where you can make a positive impact supporting Ontario business and communities. Discover a safe, healthy, diverse, inclusive, and accountable workplace where your wellbeing is our top priority. At the LCBO, your contributions are respected and valued.  Be part of our journey as we invest in people and technology to transform an organization. There really is a world of opportunities at the LCBO.

We foster a culture of inclusion and belonging, so everyone feels valued, respected, and heard. The LCBO is an equal opportunity employer and committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility of Ontarians with Disabilities Act. If contacted for an interview or employment opportunity, please advise if you require an accommodation.

Please submit your resume via Workday by 11:59pm on the deadline date.  We appreciate your interest and advise that only those selected for an interview will be contacted.

The LCBO collects and uses the personal information you provide under the authority of the Liquor Control Board of Ontario Act, 2019, SO 2019, c 15, Sch 21, Section 3 and in compliance with the Freedom of Information and Protection of Privacy Act for the sole purpose of processing your job application.  When you click “Apply with LinkedIn” you are agreeing to share your information with our service providers engaged by us in connection with recruitment and human resources related activities.

If you have any questions concerning the LCBO’s collection and use of personal information, please contact the Freedom of Information and Privacy Office.

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The LCBO is an equal opportunity employer and committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act.