MSL is a global communications agency focused on building influence that drives meaningful impact for business and society. We help brands and leaders earn relevance, trust, and attention in a world shaped by culture, platforms, algorithms, and generative AI. Our work is grounded in a simple belief: influence is not built through visibility alone. It’s built by shaping how people perceive, talk about, and connect with what brands put into the world. That requires strong ideas, cultural understanding, and storytelling that feels human, timely, and credible. Across markets and categories, we partner with organizations to navigate change, build connection, and strengthen their role in culture and community. It’s the curiosity, creativity, and craft of our people that turns strategy into stories, and ideas into lasting impact. Overview We’re looking for a socially fluent strategic leader who understands how brands earn attention today. Someone who instinctively understands platforms, creators, communities, and internet behavior and knows how to turn that understanding into culturally relevant ideas and integrated programs that people actually care about. This role sits at the intersection of strategy, culture, social, influencer, and earned media. You’ll lead major client relationships while shaping work that is insight-led, socially native, and built for how people engage today. Responsibilities Translate audience behavior, platform trends, and cultural insight into social-first ideas. Shape culturally relevant campaigns from brief to execution, ensuring the work feels native to platforms, socially contagious, and creatively distinctive. Stay deeply connected to shifts in culture, conversation, platforms and creator behavior bringing emerging opportunities and social signals into the work proactively. Champion bold thinking with confidence; helping clients understand not just what people are doing online, but why it matters to their brand. Understand how platforms, algorithms, AI, creators and online communities are reshaping attention and apply that thinking to how brands show up socially. Present with clarity and credibility in pitches, kick-offs and performance reviews—connecting strategy, craft and results. Identify and unlock organic growth—spotting opportunities, building proactive recommendations and expanding the value we deliver. Coach, develop and mentor a high-performing team—creating clarity, raising the bar on craft, and supporting growth. Contribute to an inclusive, collaborative culture where people do their best work and feel supported to thrive. Stay current on how AI is reshaping public relations, content and discovery—and apply it thoughtfully to strengthen planning, craft and performance. Qualifications Deep understanding of social platforms, creator ecosystems, internet behaviors, and how culture moves online. Strong point of view on what makes content travel, communities engage, and brands feel relevant in social spaces. Naturally curious about emerging trends, platform shifts, fandoms, aesthetics, and online conversation. Able to connect brand objectives with culturally resonant ideas that work in the real world, not just on slides. Understands the balance between brand building and participation, creating work that earns attention rather than forcing it. Beauty, Personal Care, Fashion and/or Lifestyle brand experience is required. People leader who coaches and develops teams, creating clarity, momentum and high standards of craft. Curious and future-facing—comfortable evolving with new tools and trends (including AI) and applying them responsibly. Additional information At MSL, you’ll do meaningful work for some of the world’s most influential brands - alongside a team that values ambition, creativity, and authenticity. We offer: Competitive compensation and benefits, including generous vacation and mental health support Hybrid work environment and flexible scheduling Parental leave top-up and professional development allowances Regular social events, wellness programs, and volunteer opportunities Access to world-class learning and leadership development through Publicis Groupe A culture that celebrates collaboration, innovation, and career growth This is a hybrid role tied to our Toronto office. Transparency matters to us. The salary range for this position is CAD $120-$140K per year. Actual compensation within this range will be based on a variety of factors, including relevant experience, knowledge, skills, and applicable certifications. This range reflects what we reasonably expect to offer based on current market data. AI Use We use artificial intelligence (AI) tools to support parts of our hiring process, such as reviewing applications or analyzing resumes. These tools assist our recruitment team but never replace human decision-making. We believe in a human-first approach, where your experience and potential are recognized by people. EEO Statement We’re committed to building a diverse and inclusive workplace. Accommodations are available throughout the hiring process upon request. #J-18808-Ljbffr