Job Description

You are a Director, Earned-First Content Strategy

Location: Toronto, Hybrid.



You lead the development and execution of integrated earned-first content strategies designed to drive visibility, conversation, and meaningful engagement across digital platforms. Your focus is on creating audience-driven narratives that translate into high-impact digital content, including social media, creator collaborations, and earned amplification, while ensuring alignment with broader communications and brand priorities.



Success in this role requires strong storytelling instincts, a deep understanding of platform algorithms and creator culture, and the ability to translate insights into breakthrough omni-channel content strategies. You bring forward new earned opportunities, fuel thought leadership, and ensure all content reflects best practices for social-led, earned-first integrated communications.

What Are Your Responsibilities?

Audience Insights & Cultural Intelligence

Work with internal teams to research social audience behaviours and platform usage patterns to inform strategy. Spot cultural signals, social trends, and emerging platform features that drive real-time relevance. Identify earned-first opportunities based on audience conversations, sentiment shifts, and cultural moments.

Platform & Channel Strategy

Collaborate with colleagues across teams to develop channel-specific content plans across priority platforms, including social and influencer/creator ecosystems. Shape audience-driven content pillars and narrative frameworks aligned to brand, reputation, and corporate goals. Partner with internal teams and client partner leads to ensure content strategies ladder up to broader communications and corporate objectives.

Content Development & Creative Direction

Oversee the creation and management of social content calendars to ensure consistent, high-quality output. Lead the creative brief process, providing clarity and direction to internal teams, production partners, and creators. Guide the development of content formats designed for platform-specific behaviour and earned amplification.

Creator & Influencer Collaboration

Collaborate with creators and influencer partners to support timely, authentic, and high-performing content. Ensure creator-led programs are aligned with strategic priorities and reflect brand voice and values. Provide oversight and/or hands-on management of creator relationships.

Measurement & Performance Optimization

Working with internal partners, build and monitor measurement frameworks focused on earned reach, engagement quality, sentiment, and business impact. Translate performance results into insights that optimize future content and channel decisions. Identify new opportunities for earned amplification, creator partnerships, and digital thought leadership

AI-Enabled Workflows

Use AI tools to synthesize insights, streamline workflows, and generate first-draft content or visuals. Support innovation in how we work, identifying opportunities to pilot new tools and tech.

Key Attributes

Strategic Storyteller

. Able to translate insights, trends, and audience behaviours into compelling, platform-ready narratives that drive earned engagement.

Culturally Fluent & Trend-Aware

: Constantly plugged into cultural signals, creator ecosystems, and platform shifts--and able to interpret what they mean for brands.

Insight-Led Thinker

: Comfortable analyzing audience data, social performance metrics, and sentiment to shape content decisions and measure impact.

Collaborative Leader

: Works seamlessly across client teams, creators, strategists, and production partners--directing the work while elevating others' contributions.

Agile & Creative Problem-Solver

: Thrives in fast-paced environments, adapting quickly to real-time opportunities and bringing forward innovative earned-first ideas.

AI-Forward

: You see AI as a co-pilot and want to experiment, learn, and lead the way.

What Type of Qualities and Qualifications Should I Have?

10+ years of experience in social media, content strategy, digital marketing, or PR--agency experience preferred. Proven track record developing earned-first content strategies across social and influencer/creator ecosystems. Deep understanding of social platforms, trends, algorithms, and content formats (TikTok, Instagram, X, LinkedIn, Threads, YouTube). Experience managing creator or influencer partnerships, including briefs, deliverables, and performance tracking. Experience counselling leaders on brand reputation issues and misinformation online. Skilled at translating audience insights and cultural trends into actionable, high-impact content strategies. Strong written and verbal communication skills, with excellent storytelling instincts. Proficient in social monitoring, analytics, and reporting tools; familiar with performance measurement frameworks. Ability to manage multiple priorities in a fast-paced, deadline-driven environment while collaborating across teams and clients.




We may use artificial intelligence (AI) tools to support our hiring process. These tools assist our hiring team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.



Our goal is to offer a role you love within a workplace you're proud to contribute to each day. To learn more about who we are, visit our career page.

We are ChangeMakers

ChangeMakers is a leading independent agency specializing in building purpose-driven brands and strategies that make a meaningful impact. With deep roots in brand strategy, creative, marketing, communications, and Indigenous engagement, our team works across Canada and beyond to help organizations grow and thrive in meaningful ways.

An equitable employer

ChangeMakers is committed to advancing equity, diversity, and inclusion in all its forms--a commitment that enriches our company culture, the ideas we generate, and the quality of service we provide our clients. We strongly encourage applications from Indigenous communities, racialized communities, women, persons with disabilities, LGBTQ2S+ people, and other historically marginalized groups.


If you require accommodation during the recruitment process, we will work with you to meet your needs in accordance with human rights and accessibility legislation.


At ChangeMakers, we understand that the ideal candidate may not meet every single requirement listed above. If you have relevant experience and a strong interest in the role, we encourage you to submit your application. We welcome creative thinkers and people who bring diverse lived experiences to our team.