Assistant Director, Social Media Strategy

Cabinet Office
Toronto, ON

Application Closing Date
Employment Type

Job Description

The Social Media Innovation team in Cabinet Office Communications is looking for an Assistant Director, Social Media Strategy. This is a rare opportunity to create and lead a team of digital experts to ensure the people of Ontario are aware of, and have access to, the services they need via the government’s social channels.

This brand-new role joins a leadership team of marketing and advertising experts within the Marketing & Digital Strategy Branch of Cabinet Office Communications. This is a unique role in government – you will collaborate with designers, writers, advisors, media buyers, ministry partners, and the Premier’s Office, while delivering a best-in-class social media strategy for multiple government channels across several platforms. And, as the Assistant Director, you get to build your team of digital professionals from the ground up, while developing a clear process for content creation and approvals.

We are seeking an individual who has a lot of heart for all things social, with hands-on experience on each of the platforms (Meta, LinkedIn, YouTube, TikTok, Snapchat, Twitter), keeping on top of industry trends to provide and create informative and helpful content that positively impacts the lives of Ontarians.

The Ministry

Cabinet Office ( is the Premier's ministry. It provides the Premier and his Cabinet with advice and analysis to help the government achieve its priorities.

The Division

The Marketing, Enterprise Services and Insights Division is an integrated enterprise service delivery and capacity-building division. The division provides strategic, enterprise-wide marketing services and capacity-building that support continuous improvement activities and improve performance throughout the Communications community.

The Branch

The Marketing and Digital Strategy (MADS) ( Branch in Cabinet Office Communications is a full-service, one-window partner for all marketing and communications needs. This team of marketing experts offers a wide array of creative and strategic support, including marketing strategy/client relationship management, photo and design services, copywriting, media buying, media performance optimization, as well as content and web support for

Diversification of OPS Senior Leadership

Ontario is home to an increasingly diverse population and public service. The Ontario Public Service (OPS) is committed to an accessible, equitable and respectful workplace that is representative of the people we serve. Representation within senior leadership in the OPS has not kept pace with evolving demographics of Ontario. Diversifying the leadership team is a top priority for the OPS, with the goal of reaching parity between our leadership teams and the Ontario Labour Force by 2025.

We invite you to help us advance the goals of the OPS Inclusion and Diversity Blueprint by completing this Voluntary Survey.


The Keys to Leadership in the OPS

The OPS defines what it means to be a leader by the following expected attributes and behavioural competencies:

• You commit to the responsibilities of being a leader by demonstrating authenticity, accountability and courage
• You lead for the future by embracing positive disruption, maintaining a future mindset and supporting staff development
• You are people-centred: you lead your team with a common purpose, are inclusive and drive people-centred outcomes by collaborating across boundaries and hierarchies, building effective networks and partnerships, and incorporating diverse perspectives

OPS Commitment to Diversity, Inclusion, Accessibility, and Anti-Racism:

We are committed to build a workforce that reflects the communities we serve and to promote a diverse, anti-racist, inclusive, accessible, merit-based, respectful and equitable workplace.

We invite all interested individuals to apply and encourage applications from people with disabilities, Indigenous, Black, and racialized individuals, as well as people from a diversity of ethnic and cultural origins, sexual orientations, gender identities and expressions.

Visit the OPS Anti-Racism Policy and the OPS Diversity and Inclusion Blueprint ( pages to learn more about the OPS commitment to advance racial equity, accessibility, diversity, and inclusion in the public service.

We offer employment accommodation across the recruitment process and all aspects of employment consistent with the requirements of Ontario’s Human Rights Code ( Refer to the application instructions below if you require a disability-related accommodation.

The Ontario Public Service (OPS) is one of Ontario’s largest employers and is the non-partisan arm of the Government of Ontario. In 2019, the OPS set a goal to achieve parity with the Ontario labour force by 2025 for the most underrepresented groups in OPS senior leadership, including people with disabilities. We seek to develop an inclusive workplace by recruiting, developing, and advancing people of all abilities and promote an environment where everyone has access to workplace resources and accommodations to reach their fullest potential.

As one of Ontario’s largest employers, the OPS believes in, and celebrates, diversity in talent and is dedicated towards recruitment for persons with lived and living experience of disabilities. The Ontario Public Service is an inclusive and equity employer and will provide accommodations under the Human Rights Code.

What can I expect to do in this role?

As Assistant Director, Social Media Strategy, you will:

· Provide project leadership, and work collaboratively with stakeholders to develop, monitor and oversee project plans and controls

· Lead the development and implementation of organic social media and content strategies, including social channel strategies, influencer partnerships, and stakeholder & media engagement plans

· Assess market research, studies, analyses, trends and priorities to support recommendations on innovative and creative development of social media strategies to build the Ontario brand through social media

· Coordinate the creation, design, writing and editing of a wide variety of marketing materials

· Work across the Enterprise to provide thought leadership, and strategic direction and ensure executional excellence on breakthrough social media marketing strategies to support brand, product marketing and sponsorship marketing

· Lead a team of social experts to define and deliver best-in-class social creative and plans to ministries on social media best practices for government

· Oversee the community engagement and management approach for all ONgov/ONgouv channels

· Work to increase followers and engagement across ONgov/ONgouv platforms while adhering to, and promoting, the Government of Ontario’s brand

Location: Toronto

How do I qualify?

Technical Knowledge and Experience:

· You have proven experience across all social platforms and awareness of their demographics, having created content and campaigns for a wide variety of audiences and topics

· You have a strong background in & knowledge of social media marketing, including the following: channel/content strategy, content creation, data analysis, social ad-buying, working with influencers/third-party content creators, customer service/consumer care

· You have extensive knowledge of the principles, techniques, tools and strategies of the following: marketing, advertising, public relations, creative design and development, media/public relations, multi-media campaigns, place branding, social network advertising, media sites, banner ads, market research analysis and tourism promotions

· You have experience working on social media in an enterprise and designing and delivering organizational social media governance and best practices (considered an asset)

· You are on top of current trends in social media and consumer engagement on numerous social media platforms, including, but not limited to, Meta, Twitter and TikTok

· You have experience developing content representing the diversity of this province and its people

· You have experience leading stakeholders, including media and creative agencies, and have strong, hands-on experience in the development of social advertising and content at scale

· You bring an understanding of the Government Advertising Act, French-language requirements, and the Accessibility for Ontarians with Disabilities Act (AODA)

Leadership Skills:

· You have excellent knowledge of leadership practices and principles to develop and effectively lead high-performing teams to achieve clear objectives on behalf of government

· You care about your team and are driven by collective success

· You look for new opportunities to define what's possible

· You have demonstrated experience leading, engaging and motivating dispersed staff to deliver high-quality results with a commitment to customer service

· You have a track record of success in managing multiple large-scale or complex projects to resolve concerns in an effective and timely manner

· You have superior leadership/management, coaching, conceptual and analytical skills, and the flexibility to respond to changing requirements

· You have superior presentation, negotiation and project management skills to advance Ontario's strategic positioning

· You are able to work closely with senior leadership teams to provide advice on the development and implementation of content strategies

Political Acuity and Analytical Skills:

· You have a high degree of tact, discretion and political acumen to handle confidential material and are comfortable working on high-priority and potentially sensitive projects directly with the Premier's/Minister's and Deputy Minister's Offices and other senior executives, including Deputy Ministers, the Secretary of Cabinet and Ministers

· You have excellent analytical and problem-solving skills and experience anticipating and mitigating contentious issues

· You have superior political acuity and strategic thinking skills to provide advice, and prepare recommendations to senior officials and political staff and the related judgement to deal with high-pressure situations on the fly

· You can conduct research and analysis to develop options, plans and solutions to address complex issues, including those that leverage new technologies and innovation

· You have strong project management skills, including developing project plans, establishing priorities, settling schedules, identifying risks and mitigation strategies, and providing costs

Communications and Relationship Management Skills:

· You can write, communicate and present strategic plans, marketing reports and creative briefing materials to senior management

· You can ensure information is delivered in a clear and concise manner that is appropriate for publications and/or distribution

· You have experience participating in and/or leading collaborations with internal ministry partners and stakeholders

· You have the ability to work closely with a variety of teams, collaborating on multiple products and initiatives at any given time

· You have the skill to ensure milestones are communicated and deadlines managed between stakeholders to ensure successful execution of all content marketing and social media plans

· You have experience managing budgets, monitoring expenditures, and taking appropriate corrective action, as necessary, to remain within budget

· You have experience developing creative options and presentations for senior leadership and decision-makers

· You have demonstrated experience leading communications planning, including developing integrated marketing and long-term strategic communications plans

Salary Range: $90,348 - $136,530 per year

Additional information:

· 1 Permanent, 99 Wellesley St W, Toronto, Toronto Region, Criminal Record Check


· In accordance with the Ontario Public Service (OPS), Employment Screening Checks Policy (ESCP), the top candidate(s) may be required to undergo a security screening check. Refer to the above to determine the screening checks that are required for this position.

Required security screening checks along with your written consent, will be sent to the Transition and Security Office (TSO), Corporate Talent Programs Branch, Talent and Leadership Division to evaluate the results. If applicable, the TSO, with your written consent, will request and obtain any additional employment screening checks that were not obtained directly by you.

A record under the Criminal Code and/or other federal offence record(s) does not automatically mean you will be ineligible for the position. The employment screening check(s) will only be reviewed and evaluated by the TSO for the purpose of making a security clearance decision. The details of an individual's employment screening check(s) will be considered in specific relation to the duties and responsibilities of the position being filled. Employment screening check records will be maintained by the TSO and kept strictly confidential.

Please apply online, only, at, quoting Job ID 193806, by Wednesday, February 15, 2023. Please follow the instructions to submit your application. Faxes are not being accepted at this time.

If you require accommodation in order to participate in the recruitment process, please contact us at to provide your contact information. Recruitment Services staff will contact you within 48 hours. Only those applicants selected for an interview will be contacted.

The Ontario Public Service is an inclusive employer. Accommodation will be provided in accordance with Ontario’s Human Rights Code.