Head of Public Relations

Location: This hybrid role requires 3 days on-site at our Burnaby office and 2 days remote per week.

(Relocation support is available for candidates located in other parts of Canada)

Salary: We offer competitive compensation tailored to your experience as a Senior Marketing Director.
We also offer quarterly variable compensation package (bonus) + benefits

About Specsavers

Welcome to Specsavers – where we’re not just about eyewear and eyecare, we’re a purpose-driven organization committed to changing lives through better sight. As a certified Great Place to Work, we take pride in our optometrist-owned and -led business model, providing quality eyecare and affordable eyewear to Canadians across the country.

Our journey began 40 years ago in the UK, with visionary optometrists Doug and Mary Perkins. Today, we support over 2,700 healthcare businesses, passionately caring for more than 44 million patients and customers worldwide.

At Specsavers, we believe that access to quality eyecare should be a right, not a luxury. That’s why we go above and beyond to transform the eyecare experience in Canada. With our advanced clinical equipment and an extensive range of affordable and high-quality eyewear, we’re here to make a real difference in the lives of our customers.

But that’s not all – we’re also dedicated to fostering a positive, inclusive and supportive work culture. We strive to create an environment where our partners thrive while benefiting from the collective support and resources of our dedicated teams.

If you’re passionate about making a difference, providing incredible care, and being part of a values and purpose-driven organization, join us on our journey to revolutionize the way Canadians experience eyecare. Together, we can change lives through better sight.

What You’ll Do

Purpose of the role

The Head of Public Relations will grow the Specsavers brand in Canada, working closely with the Head of Brand and Creative. This role enhances and protects Specsavers’ reputation with consumers and within the industry by developing and delivering a comprehensive PR, community, and communications plan. The ultimate goal is to establish Specsavers as the leading brand for eyewear and eyecare in Canada.

Key Responsibilities

• Manage the in-house PR team ensuring their focus to meet business and personal objectives. Set and review objectives, provide support for ongoing development of your direct report(s).
• Be an integral part of the senior management team within Marketing and foster a culture of coordinated, harmonious and beneficial working practices and relationships, not only within the Marketing teams, but within the wider business in Canada and globally
• Manage PR Agency partners in Canada
• Develop and oversee the implementation of the annual PR plan for Canada, ensure it delivers on KPIs and is executed within budget across consumer and professional audiences (optometrists, opticians, retail partners, associations, universities, government – local, provincial, national).
• Work closely with international PR in Specsavers UK, Australia/New Zealand and Northern Europe
• Provide PR for events and launches on a national and local level, as required
• Oversee the provision of local PR advice and strategic and executional support to Specsavers store partners and other departments, as requested
• Seek and assess pro-active and reactive PR opportunities and initiatives in addition to the annual PR program, and to drive or execute the resulting programs where required/suitable
• Contribute to store briefs where required
• Complete monthly PR report for the Canada Operating Board and other internal stakeholders, as required
• Provide crisis and issues advice and management. Contribute to the development and management of the Crisis plan.
• Provide media training for media spokespeople and store partners
• Brief and accompany senior management to media interviews, as required
• Set and manage the PR budget
• Establish Strategy for and manage the ongoing Specsavers Canada corporate social responsibility (CSR) program including:
• Managing activities with CSR partners
• Manage the CSR budget
• Run CSR projects including the Specsavers Community Program
• Responsible for the Specsavers Community Program – Specsavers instore giving program
• Responsible for the relationship with Specsavers charity partners of choice
• Partner with key stakeholders (e.g. Legal, Industry/Professional team, etc.) to assist in managing corporate affairs. Act as PR subject matter expert to assist in managing the impact of potentially damaging information affecting Specsavers.
• Collaborate closely with HR on DE&I planning and execution.
• Work closely with Head of Brand and Creative to drive multichannel campaigns across Paid and Earned Media
• Run the Social Media and Ambassador/Influencer team and agency.
• In collaboration with Procurement, run RFPs and RFIs for agencies as needed.
• Responsible for a multi-million dollar PR budget and ROI overall.

What We’re Looking For

Essential

• Broad knowledge of the Canadian media landscape in all state and territories
• Depth of consumer (retail, franchising, not-for-profit or related) PR experience, 15+ years
• Bachelor of Communications or related discipline
• Strong Social Media skills, and understanding of digital technology
• Contract negotiation
• Ambassador management – experience working with talent at all levels
• Strategic thinker with strong influencing and negotiation skills
• Ability to work across multiple deadlines and work cross functionally with multiple departments with a focus on collaboration at all levels
• Proven campaign management
• Budget management
• Ability to multi-task and prioritize a complex workload whilst leading a team and PR agencies
• Proven experience in people management, leading a team of PR Professionals
• Strong media connections
• Exceptional writing and editing ability
• Autonomous, diplomatic, passionate and energetic, and pro-active attitude with the ability to take initiative and lead a project
• Ability to work cohesively within a close-knit team

Nice to have

• An understanding of the optical industry
• A mix of in-house PR and agency experience is ideal

Our Fellow ‘Speccies’ Enjoy

• Generous vacation allotment and 1 paid volunteer day
• 1 extra paid day off and an eyecare voucher on your birthday
• RRSP matching
• Quarterly performance bonus
• Healthcare spending account
• Health and dental benefits effective on your first day
• Team and company social events

Behaviours We Value

• Collaborative: We work together as one Specsavers to deliver our purpose
• Curious: We question, explore, and seek out diverse perspectives to develop our knowledge and understanding
• Courageous: We challenge the status quo, we experiment with good ideas, and we are brave, bold, and fast in our decision making
• Compassionate: We care, support, and help each other
• Commercial: We treat money wisely and make decisions that are good for our customers, our partners, our people, and good for the long term

We hope that in applying with us, you value these things as well

Our Hybrid Work Model

Be part of the dynamic culture Our workplace thrives on a hybrid model, combining in-office collaboration and flexibility. Join us in office, three days a week to contribute, connect and excel in our vibrant environment.

Equal Opportunity Employer

At Specsavers, we are committed to fostering a diverse and inclusive workplace. We believe that a diverse team enriches our work environment and enables us to achieve our goals. We are an equal opportunity employer and encourage candidates of all backgrounds and abilities to apply. If you believe you can contribute to our mission and vision, we welcome your application, even if you don’t meet every qualification listed. We value the unique skills and perspectives each individual brings to our team.