Senior Director, Audience Strategies

Job summary

The Senior Director defines and champions an organizational vision focused on understanding and engaging Canadian and Indigenous audiences. This role leads strategic initiatives to improve the discoverability and impact of Canadian content across various platforms and markets.

Job details

OUR VISION Telefilm Canada is committed to building a skilled workforce that reflects the diversity of the Canadian population. The organization promotes equity, diversity, and inclusion, and encourages all individuals to voluntarily indicate if they identify as a woman, a member of an Indigenous community, a person with a disability, a member of a racialized group or other. Telefilm Canada also strives to respect the principles of accessibility by making our recruitment, assessment and selection processes as accessible as possible. If you have any questions about accessibility or require any accommodation at any point in the application and hiring process, please do not hesitate to contact us at cv@telefilm.ca. As a responsible leader in, and champion of, the Canadian audiovisual industry, Telefilm Canada commits to adopting sustainability as a lens through which we work. This commitment is in alignment with the Government of Canada’s target to achieve net-zero emissions by 2050. YOUR ROLE Reporting jointly to the Executive Director and the Chief Program Officer (CPO), the Senior Director, Audience Strategies defines the strategy and champions an organizational vision that places the understanding and engagement of Canadian and Indigenous audiences at the heart of Telefilm Canada’s vision. This role leads an organizational strategic priority by deepening knowledge of diverse audiences across Canada. It also promotes a better understanding of the platforms and emerging engagement models that shape content consumption and discoverability. The role ensures an understanding of how and where global audiences engage with film and content, including historically under-represented communities and diasporas. The cross-functional mandate enables this role to influence Telefilm’s programs, data collection, research and talent-promotion initiatives. The role accelerates and increases the discoverability, engagement, awareness, reach and impact of Canadian works in French- and English-language markets. The incumbent mobilizes internal teams and ecosystem partners around a coherent, measurable and audience-centred approach. The position includes supervision of one staff member. KEY RESPONSIBILITIES 1. Strategic Guidance and Influence Advise the Executive Director and the Chief Program Officer on strategic directions related to discoverability and audience engagement. Contribute to strategic thinking for Telefilm Canada’s next strategic plan. Develop and lead a strategic vision for audience impact, influencing Telefilm’s direction, data collection and analysis approaches, and promotional strategies to maximize reach and results. 2. Consortium Leadership and Sector Engagement Lead the consortium and define its priorities and next steps. Create and facilitate a structured working group bringing together key stakeholders (broadcasters, platforms, researchers, institutions, etc.). Position Telefilm Canada as a bridge and catalyst among ecosystem stakeholders. 3. Transformative Initiatives and Special Projects Design and lead audience-related initiatives. Propose and structure new strategic partnerships (e.g., organizations, universities, researchers and external experts). Establish and maintain the administrative mechanisms required to lead and monitor initiatives and projects, including documenting their progress, results and impact. 4. Strategic Intelligence, Market Understanding and Internal Collaboration Identify systemic industry barriers that hinder audience engagement and require senior-level intervention. Deepen understanding of French- and English-language markets and engagement among diaspora audiences. Translate these insights into recommendations to better engage different audiences. Collaborate closely with Communications, Government Relations and Business Intelligence; Work with the Project Management Office, using existing structures and processes. SKILLS AND REQUIREMENTS Audiovisual-sector expert specializing in audience strategy, distribution and discoverability, with a strong understanding of business models, the value chain, and relationships with broadcasters and platforms. Experience with both official-language markets in Canada and international markets. Strong credibility with industry stakeholders. Innovative mindset and expertise beyond traditional distribution channels. Inclusive and collaborative leadership, with the ability to build support and mobilize others. Strategic vision and the ability to navigate complex environments. Bilingual, excellent written and oral communication required at CBC level. Bachelor’s degree in a related field or any other related discipline or combination of equivalent and relevant experience. Minimum of twelve (12) years of experience in a similar role. The job description has been simplified for this posting and does not necessarily reflect an extensive list of tasks and responsibilities, and job requirements. Applicants commit to complying with the Conflict of Interest Disclosure Requirements. Since January 2026, Telefilm's hybrid work policy requires employees to work from the office three days a week. Rest of the time, you have the choice to work from home or to work from one of our offices. We thank all candidates for their interest but only those selected for an interview will be contacted. IMPORTANT - Password Security is everyone's business. As a user of the platform, you are responsible for creating a strong and secure password. In this sense, please create a password containing a minimum of 16 characters characters, and composed of at least 3 of the following 4 types of characters: Upper case characters - Lower case characters - Numbers - Special characters. Please also avoid including the following in your passwordthe following:- Personal or biographical information (such as your date of birth or hometown) Personal or biographical information (such as your birth date or hometown) - Words, phrases or numeric sequences that are easy to guess (such as "password", "1234" or "2023") - Common phrases, song titles and lyrics, or movie titles movie titles.

What you’ll do

The Senior Director defines and champions an organizational vision focused on understanding and engaging Canadian and Indigenous audiences. This role leads strategic initiatives to improve the discoverability and impact of Canadian content across various platforms and markets.

Requirements

Candidates must have at least twelve years of experience in the audiovisual sector with expertise in audience strategy and distribution. A bachelor's degree is required, along with bilingual proficiency in English and French.

Listed skills

• Leadership · Preferred
• Data analysis · Preferred
• Communication · Preferred
• Project management · Preferred
• Stakeholder Management · Preferred
• Cross-Functional Collaboration · Preferred

Other relevant skills

Identified from the job description. Confirm important requirements above.

• Audience strategy
• Distribution
• Discoverability
• Strategic planning
• Stakeholder management
• Market intelligence
• Data analysis
• Leadership
• Communication
• Bilingualism
• Project management
• Business intelligence
• Cross-functional collaboration
• Strategic partnerships
• Influencing Skills
• Diaspora Studies
• Promotional Strategies
• Influencing Without Authority
• Net Zero
• Bilingual (French/English)
• Research
• Business Intelligence
• Multilingualism
• Strategic Planning
• Data Collection
• Lobbying
• Innovation
• Project Management Office (PMO)
• Secure Password Authentication
• Strategic Partnership
• Strategic Thinking
• Value Chain
• Verbal Communication Skills

Job areas

• Management & Leadership
• Creative & Media
• Government & Public Sector
• Data & Analytics
• Consulting
• Director of Audience Development
• Director of Business Development
• Sales and Marketing Managers
• Sales Managers