Portfolio Manager, Strategic Communications and Media Relations

We are looking for a Portfolio Manager, Strategic Communications and Media Relations who will lead the development and execution of United Way of the Alberta Capital Region’s communications strategy to strengthen awareness, engagement, trust, and understanding of the organization’s impact.

This role is responsible for media relations, strategic communications, issues and crisis communications, and product marketing. The Manager ensures consistent, compelling, and brand-aligned messaging across all channels and audiences, supporting United Way’s reputation, visibility, and engagement goals.

As a key communications advisor, the Manager will provide strategic counsel to organizational leaders, leads proactive media outreach, supports spokesperson activities, oversees product marketing strategies, and develops communication plans and content that advance organizational priorities. Working collaboratively across teams, the Manager will create authentic communications that reflect United Way’s values, culture, and mission, while helping position the organization as a trusted leader on community issues. This position will report to the Director, Brand, Marketing and Product and will have one direct report:

• Portfolio Lead, Product Marketing

The Day to Day:

Media and Public Relations

• Manages media relations by acting as the primary point of contact for media outlets; providing support to leadership, staff, and senior volunteers; occasionally acting as spokesperson; coordinating logistics and developing key messages for interviews.


• Develops and maintains relationships with local, regional, and sector media to strengthen United Way’s reputation and increase earned media opportunities.


• Identifies, pitches, and secures proactive media opportunities that advance organizational priorities, elevate community issues, and showcase United Way’s impact.


• Leads the development and distribution of news releases, media advisories, statements, backgrounders, key messages, and other media materials.


• Monitors media coverage, emerging issues, and reputational risks, providing strategic advice and supporting issues and crisis communications planning and response.


• Collaborate on media relations initiatives and outreach planning to increase United Way’s reach and relevance in the community through media interviews, news releases, with key members of the internal team, including the CEO and other members of executive team.

Crisis Communications

• Leads the development, maintenance, and implementation of crisis communications plans, protocols, and tools to support organizational preparedness and response.


• Provides strategic communications advice and support to executive leadership during issues, incidents, and crisis situations.


• Develops and coordinates timely, accurate, and consistent internal and external communications during crisis events, ensuring alignment across audiences and channels.


• Collaborates with leaders across the organization to assess communications risks, anticipate emerging issues, and develop mitigation and response strategies.

Strategic Communications

• Develops and implements strategic communications plans that advance organizational priorities, strengthen stakeholder engagement, and support business objectives.


• Oversees the development and production of marketing and communications materials, including key messages, collateral, reports, presentations, digital content, and stakeholder communications.


• Leads the development of workplace campaign materials, working collaboratively with fundraising teams to support engagement, participation, and revenue goals.


• Manages external communications vendors, consultants, designers, and suppliers, ensuring quality, brand alignment, and effective project delivery.

211 Brand and Communications Strategy

• Collaborates with the 211 Alberta team to develop and implement communication strategies that integrate the 211 brand into external engagement materials.


• Aligns brand content strategy with communications plans to enhance 211 Alberta’s public presence and community engagement.


• Evaluates and reports on content strategy effectiveness, identifying areas for growth and improvement.

Product Marketing Oversight

• Oversees the development and execution of integrated product marketing plans for United Way products, including workplace campaigns and public awareness efforts.


• Monitors market trends and adapt strategies to maximize engagement and impact.


• Oversees and creates a wide range of content and collateral, including key messaging, digital and print assets, presentations, web and video content (internally and externally produced)

About you:

Along with strong verbal and written communication skills, you possess knowledge of Microsoft Office Suite, including Microsoft Teams, SharePoint and Asana. This role requires strong knowledge and abilities to produce results in PowerPoint, Canva, and Adobe products. You have knowledge of Salesforce, Salesforce Marketing Cloud and WordPress.

It is important to us that you understand the importance of relationships and how it impacts all our work. You are self-driven, demonstrate accountability, and strive for operational excellence with the ability to lead others and build strong teams.  

Operates with a strong customer service focus. You possess excellent interpersonal and relationship management skills and the ability to build engaging relationships through trust, teamwork, and direct communication.

Your background includes a post-secondary degree Communications, Business, Public Relations, Marketing, or related fields plus a minimum of six (6) to seven (7) years related experience.  A minimum of one (1) to three (3) years of supervisory experience.

Membership with the Canadian Public Relations Society (CPRS) or International Association of Business Communicators (IABC) is considered an asset. Equivalent combinations of education and experience will be considered. 

A valid driver’s license and vehicle are required as some travel will be involved within Edmonton and surrounding area.

The successful candidate for this position will be someone who shares our purpose to ensure no one in our community is left behind, is a difference maker in our community, and wants to connect to a bigger purpose.

Integrates core values, integrity, and accountability throughout all organizational and business practices and acts with personal, professional, ethical, behavioural integrity and maintains confidentiality.

You see yourself in our Values.
We value and operate with a commitment to:

Creating solutions.

Continuous learning.

Being courageous in our work.

Capturing our customers’ hearts and minds.

Being insights driven and utilizing real data.

Applying a lens of equity and inclusion to all that we do.

Why work with us?

We are people who love what we do and are passionate about our work. We offer rewarding work, a positive workplace culture, and a total rewards package. Our work environment is a hybrid - with time spent both collaborating in the office as well as remotely.    

United Way of the Alberta Capital Region takes a systems-wide approach to collaborate and deliver local programs and services that address multiple facets of community well-being.

At United Way of the Alberta Capital Region, we value the contributions our employees make in supporting and advancing our purpose and values and have a workplace culture where actions are aligned and focused on achieving our envisioned future. We believe that a balanced Total Rewards Program helps foster a culture and workplace experience where our colleagues will flourish to the benefit of those served through our United Way.​ 

Fundamental to this is our commitment to pay equity and a living wage. As part of our Total Rewards Program, this position is also eligible for:

• 4 Day Work Week Program (January – August)


• Flexible hours (Hybrid work environment)


• Birthday off


• Professional Coaching


• LinkedIn Learning


• Extended Health & Dental


• Health Spending Account & Wellness Spending Account


• Employee & Family Assistance Program


• People Connect (virtual psychological support)


• RRSP matching


• 12 days of Personal Illness and Family Responsibility Leave 


• 4 weeks’ vacation


• The salary range for this role is $80,000 - $85,000

*(Starting salary based on experience and budgetary considerations)

All Benefits are subject to applicable eligibility requirements.

United Way of the Alberta Capital Region is committed to creating an inclusive workplace that reflects our diverse community that we serve. We encourage candidates from diverse backgrounds and those who may need accommodation to apply to join our team. By incorporating a variety of experiences and perspectives, we create opportunities for innovative solutions and maximize the impact of our work.

To learn more about United Way of the Alberta Capital Region, please visit myunitedway.ca 

United Way of the Alberta Capital Region has once again been recognized as one of the 2025 Best Workplaces™ in Government and Social Services.