Manager, Social Media

Join to apply for the Manager, Social Media role at Gowling WLGJoin to apply for the Manager, Social Media role at Gowling WLGAt Gowling WLG, our commitment to excellence begins with our people. As an international law firm with offices in Canada, the U.K., Europe, the Middle East, and Asia, we’re proud to recruit and retain top talent who bring energy, insight, and a singular focus on delivering exceptional experiences – for our clients and each other.We’re intentional about building a workplace that’s both high-performing and supportive, ensuring that everyone is empowered to do their best work and reach their full potential. Our culture is grounded in our shared values: Raise the Bar, Embrace Differences, and Thrive Together. These values shape how we collaborate, lead, and succeed – across teams, time zones, and career paths.Whether you’re pursuing a role in law or business services, explore what’s possible and make your mark with Gowling WLG.PROFILEWe are seeking an experienced and strategic Social Media Manager to lead our Firm’s digital presence on social platforms in Canada and help shape our domestic voice in support of our global brand and platform. This role is central to positioning our brand as a trusted advisor, showcasing our thought leadership, shaping market and client perceptions, and differentiating our services, initiatives, and people through compelling stories, audience engagement, and clear strategy.In this role, you will own the firm’s end-to-end social media efforts—from strategy to execution and measurement, copy development to design oversight, and more—while directly managing and mentoring a small team. As both player and coach, you will combine leadership with hands‑on execution to maximise engagement, resonance, and market differentiation.You are the Firm’s social heartbeat, designing, executing, and optimising the full ecosystem of owned, earned, and paid social channels. Sitting at the crossroads of brand storytelling, communications, demand generation, and stakeholder engagement, you have a strong pulse on the market and competitors, and turn attention into measurable growth while acting like an in‑house agency and leader: Strategist, creator, writer, analyst, mentor, and trusted advisor.RESPONSIBILITIESDevelop and implement a firm-wide social media strategy aligned to Firm priorities and BD & Marketing goals.Activate social content and reach audiences in a meaningful way that engages, elevates the brand, and differentiates the firm in the market.Collaborate across BD & Marketing and with stakeholders in Canada and globally to amplify thought leadership, brand, client initiatives, and our people.Content and CampaignsBuild and manage an integrated social calendar, curating input from BD, partners, and marketing colleagues.Manage copywriting, creative briefs and real‑time content, while overseeing and influencing asset development to maximize impact; provide direction to agencies or freelancers as appropriate.Ensure all content reflects the firm’s brand voice, professional tone, and compliance with industry expectations, while creative assets engage and enhance audiences.Execute organic and paid campaigns to support recruitment, brand awareness, and client engagement.Engagement & Reputation ManagementMonitor online conversations and brand mentions; engage appropriately and escalate sensitive matters when required.Offer training and act as an advisor to partners and professionals on best practices for social media use and personal brand building.Build and maintain KPI dashboards covering reach, engagement, CTR, audience quality, and pipeline influence, including competitor benchmarks.Deliver regular reports to leadership with insights and recommendations to improve performance, optimise content strategy and demonstrate ROI.Use data to optimise campaign performance, refining targeting, spend, and creative to maximise results.Have a pulse on the current and evolving social media landscape, including the proactive sharing of competitive insights and client buying indicators.Stakeholder Enablement & Team LeadershipEquip Firm members with tools and guidance to amplify the brand and Gowling WLG’s voice through effective employee advocacy and social selling to uncover business development opportunities.Partner with internal stakeholders to amplify campaigns, media stories, market recognition, talent‑brand stories, and more.Manage and mentor at least one direct report, fostering personal growth and ensuring excellence, innovation, and high‑quality output.Innovation & Trend ScanningMonitor and share social platform updates, algorithm shifts, and emerging formats and opportunities (e.g., AI – assisted content, short –form video, podcasts, interactive content, community hubs).Propose and pilot innovative ideas, scale successful experiments, and keep the firm at the forefront of social media innovation and brand favourability.Identify and evaluate emerging platforms for relevance to the firm’s business objectives and target audiences, recommending adoption where appropriate.WHAT SUCCESS LOOKS LIKESocial platforms run on clear goals, editorial discipline, and real‑time responsiveness with brand alignment.Campaigns are activated with accountability, differentiation, and excellence, shipping on time, on budget, and exceeding benchmarks for reach, engagement, and conversion.Social performance, dashboards and careful measurement return clear and sharp insights that influence spend decisions, content pivots, and stakeholder confidence.Firm members engage with and leverage content and view social as a growth, business development and profile engine, thanks to your counsel, leadership, and enablement.The firm’s voice stays consistent yet flexible across LinkedIn, Instagram, YouTube, and others to maximise the value and opportunity of each platform, including new and emerging ones.Our social presence grows with purpose and stands out from the sea of sameness, attracting high‑quality audiences in target sectors, geographies, and talent pools.We lead the way in exploring emerging platforms, content formats, and betas, differentiating and continuously evolving our social and online presence.Paid media and influencer spend is targeted, performance‑tracked, and continually optimised to support key campaigns and audience targeting.QUALIFICATIONSPost‑secondary education in marketing, communications, journalism, or a related field.5‑7+ years of hands‑on social media management in a fast‑paced agency and/or corporate environment, preferably with B2B experience.Extremely organized with a proven record of planning and delivering multi‑platform campaigns that drive measurable pipeline or revenue impact.Exceptional writing, editing, and storytelling skills with an ability to craft compelling, engaging copy and evaluate visuals appropriate for social mediums.Equal parts creative and strategic with a growth mindset and natural curiosity to continually raise the bar and deliver excellence.Mastery of LinkedIn, Instagram, X (formerly Twitter), YouTube, and other digital, social and marketing platforms with experience using tools such as Sprout, Hootsuite, Meltwater to manage and analyse performance.Fluency in data analysis and executive‑ready reporting; comfortable managing paid budgets and A/B testing.Experience managing and mentoring direct reports with a genuine interest in growing and developing people.Adept at navigating matrix, fast‑paced organisations with the ability to confidently and respectfully work with partners, senior leaders/stakeholders, vendors, creatives, and the BD & Marketing team.Proactive with a strong sense of accountability and personal pride in work delivered.Calm under pressure with the ability to juggle multiple priorities and adapt quickly.Bilingualism (English/French) preferred; additional languages an advantage.BENEFITS/PERKSGowling WLG’s total rewards program is designed to foster a culture where high performance and personal well‑being go hand-in-hand. We support your career and life with:100% employer‑paid health, dental, and mental health coverage, plus an annual lifestyle spending allowanceBenefits coverage for Firm members and their dependents from day one15+ vacation days and hybrid work flexibilityParental leave top‑up for 26 weeks (after 12 months of full‑time employment)Group Retirement Savings Plan with employer matchFinancial protection through short & long‑term disability, life, accident & critical illness insuranceEmployee & Family Assistance Program, guided CBT, and an internal network of 120+ trained Mental Health First Aid respondersRecognition awards, appreciation events, and a supportive, collaborative work culturePerks and preferred pricing programs, referral bonuses and moreGowling WLG is dedicated to building a diverse and inclusive workplace. If you are in need of accommodation or support at any time during the recruitment process, please let us know.Seniority levelMid‑Senior levelEmployment typeFull‑timeJob functionMarketing and SalesIndustriesLaw Practice #J-18808-Ljbffr