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. Benefits 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. Compensation Transparency matters to us. The salary range for this position is CAD $120-$140 K 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. EEO Statement We’re committed to building a diverse and inclusive workplace. Accommodations are available throughout the hiring process upon request. MSL is committed to workplace diversity and will provide accommodation to applicants with disabilities throughout the hiring process. #J-18808-Ljbffr