Apply to this job

Back to search

Posted June 11th

Senior Director, Communications, PR and S&R

Toronto, Ontario

Pernod Ricard USA logo


Pernod Ricard USA



View Full Profile

Posted June 11th

Senior Director, Communications, PR and S&R

Toronto, Ontario






Full Time

Company Name: Corby Spirit and Wine Limited

Location: Toronto, Ontario

Corby'sportfolio of owned-brands includes some of the most renowned brands in Canada, including Wiser's Canadian Whisky, Lamb's Rum and Polar Ice Vodka. Through its affiliation with Pernod Ricard S.A., Corby also represents leading international brands such as ABSOLUT Vodka, Chivas Regal, Glenlivet, Ballantine's Scotch Whiskies, Jameson Irish Whiskey, Beefeater Gin, Malibu Rum, Kahlua Liqueur, Mumm Champagne, Jacob's Creek, Wyndham Estate and Stoneleigh wines. An overview of the entire Corby portfolio shows over 5,000,000 cases sold annually, with Corby being a significant importer of wines and having an approximate 21 percent market share of spirit sales in Canada.

Why work at Corby? Because we are a great place to work! And we're not the only ones who think so. Corby was named one of Canada's Best Workplaces for 7 years by The Great Place to Work® Institute Canada, based on employee survey results and an audit of workplace excellence and people management practices.

Position Summary

Note : this position is designated as a 14-month contract.

Reporting to the SVP, Corporate Communications and S&R, and as a key member of theNorth American Communications team, the position of Senior Director of Communications, Public Relations and S&R will have prime responsibility to lead and develop national strategic Communications plans/budgets for Corby Spirit and Wine Limited and the manufacturing sites across North America.

  • Internal: Lead a dynamic, innovative employee communications programming to ensure an understanding of the company, its strategy, brands and culture.
  • External: Develop corporate and trade public relations as well as a reputation management plan for all entities and covering all key audiences. Responsible for building awareness and reputation for Corby and its portfolio with key stakeholders through impactful coverage in media, as well as digital and social media amplification.
  • Digital: Lead the corporate digital revolution through internal and external digital platforms.
  • S&R: Develop and coordinate the execution of a long-term S&R strategy
  • Executive: Member of the executive team who creates the corporate strategy and goals for the organization
  • Others: Member of the crisis core team and of the investors roadshows.

  • Key Responsibilities


  • Strategy: Initiate and drive national internal communication strategy for all entities by identifying what is needed to raise the overall excellence of internal communications relating to the organization, its brands and senior management, and developing metrics for evaluating program effectiveness.
  • Organizational Alignment: Lead the organization of the Annual National Conference and the Quarterly CEO Town Halls to facilitate organizational alignment.
  • Communication Channels: Manage & evolve existing communications vehicles, such as the intranet, the digital workspace, Canada Communications emails, podcast, newsletter, NA HR comms emails and work with various departments to translate all 'newsworthy' information/developments into interesting, exciting, succinct, and relevant employee content across all communications platforms.
  • Change Management: Support change management by ensuring all stakeholders are informed and engaged with activities.
  • Group Liaison: Act as internal liaison with the Pernod Ricard SA Communications department and manage positive communication of group initiatives and best practices.
  • NA scope: Collaborate with US colleagues to build efficient internal comms ecosystem and share relevant news with all mutualized teams across the region.
  • M&A: Develop all internal and external comms relating to M&A and prepare key messaging for executive team to address any media or internal questions following these acquisitions.

  • Public Relations

  • Strategy: Develop corporate and trade public relations to enhance the corporate reputation with key external audiences.
  • Media: Liaise with CEO and relevant members of the executive team to develop responses to media including coordinating media interviews, holding media events and act as spokesperson when appropriate.

  • Salesforce: Lead innovation & management of new tools and content with platform (Pernod Ricard Chatter, CRM, Cheers from Peers, GreatVines...).

  • External Communications

    Corporate Brand & Media

  • Work closely with all departments to identify story angles illustrating key themes, and then generate coverage in traditional and nontraditional media.
  • Develop key messages and press materials for key business and corporate trade press outreach.
  • Build relationships with key drinks industry media and influencer contacts to keep abreast of industry trends and competitive information.
  • Stay current on key industry and policy issues and shape the strategy for communicating on them.

  • Brand Communications

  • Act as advisor to guide the strategies, programs and execution for each brand's public relations, events, and influencers programs to ensure impactful execution and timely evaluation.
  • Create communication plans and programs to amplify brand initiatives to all relevant stakeholders (media, distributors, headquarters, employees, etc.).
  • Create and implement Corby marketing gatekeeper strategy with focus on JP Wiser's, Ungava Gin, Lot 40 and Pike Creek and Canada and key export markets.
  • Support the Brand teams on their Brand PR activations (coordination, agencies selection and evaluation, portfolio approach when relevant - ex: whiskylogy).
  • Manage all media requests and prepare key and supporting messages
  • Manage all sponsorship requests for all brands.
  • Leads exploration, negotiations and activations of full brand portfolio sponsorships (i.e. Royal Winter Fair, Just for Laughs...).

  • Digital Media

  • Lead the creation and execution of social media plans to build awareness and positive reputation of the Corby corporate and Corby brands.
  • Lead content development and monitor conversations on Corby and Corby brands external social media channels.
  • Leverage innovative storytelling and emerging platforms to identify and engage with known and new audiences.
  • Maintain relationships with Digital Influencers across social platforms to leverage corporate brand messaging and enhance earned reach.
  • Maintain the Corby website as a focused and dynamic resource.

  • S&R

  • Strategy: Adapt and implement the Pernod Ricard 2030 S&R roadmap to the Canadian market and manufacturing sites in North America.
  • Work with VP of OPS in North America on priority projects (project 50, health and safety...) for the region.
  • Group Liaison: Act as Canada's S&R leader, the internal liaison with the Pernod Ricard SA CSR teams & department, sharing best practices, providing reporting and audit support, and attending PR S&R Leaders meetings.
  • Responsib'All Day: Lead execution of Responsib'All day across the country.
  • CorbySafeRides: Develop TTC partnership and execute annual campaign.

  • Executive and Investors

  • Member of the Canadian CODI team. Attend all executive meetings and involved in decision making.
  • Work hand in hand with the CODI to create company strategy and share it with all employees.
  • Lead the organization of the Corby's Annual Meeting of Shareholders and annual report.
  • Organize and attend investors roadshow to raise awareness of Corby as a public company.

  • Various

  • Crisis Management:Member of the Crisis Core Team and act as Communication Leader in case of corporate crisis event.
  • Manage external crisis communications and serve as liaison with consumer complaint handling process and work closely with the Legal department to ensure crisis preparedness (i.e. Covid, crisis manual, BLM, boycott...).

  • Competencies

  • Communications Strategy & Plan: Ability to develop and implement a corporate/internal/brand communications strategy contributing to the achievement of Group / Affiliate's objectives.
  • Written Communications: Ability to draw up and formalize effective messages, suited to audiences, media and topic, in both official languages.
  • Verbal Communications: Ability to verbally convey messages from the business convincingly, with clarity and confidence, in both official languages.
  • Stakeholder Management: Ability to safeguard and enhance the Group's reputation with internal and external stakeholders, building strong relationships and activating the network through comprehensive communications campaigns.
  • Communications Tools Expertise: Ability to use communications tools, to keep up to date on new technologies and to promote the use of innovative solutions within the company.
  • Creativity & Innovation: Ability to generate, inspire and explore new and relevant ideas by thinking out-of-the-box, finding imaginative solutions and fostering a creative spirit.
  • Business Acumen: Ability to understand the business holistically, its financial, legal and operational underpinnings and what it takes to make it profitable.
  • Project Management: Ability to plan and organize complex and diverse projects, including events and sponsorships, managing and maximizing performance of project teams (internal & external).
  • Change Management: Ability to drive, manage and communicate on change, ensuring all stakeholders are informed and engaged with activities.

  • Required Skills & Abilities

  • Fluent in both official languages-English and French a plus
  • Highly computer literate and technologically savvy with an excellent understanding of Microsoft Office (particularly PowerPoint) and webpage platforms
  • Strong project management skills (including through the use of external agencies)
  • Exceptional communication skills, both oral and written
  • Strong time management and planning skills
  • Sound problem solving and analytical skills
  • Able to work both independently and as a member of a team
  • Ability to work with, influence and partner with Executive team members
  • Courage to have a voice and willingness to take the heat if necessary
  • Past experience at a TSX-listed company an asset
  • Experience in crisis management and managing external agencies

  • Education

  • Minimum of Bachelor's degree required - preferably in Communications, Journalism or Public Relations
  • Master's preferred

  • Experience

  • 10+ years of experience in a communications role with a strong track record in creating employee engagement and impactful external campaigns.

  • We welcome and encourage applications from individuals from all groups, including aboriginal, women, visible minorities, and persons with disabilities, regardless of race, ethnicity, sexual orientation, creed, family status, national origin, age and gender.

    Corby Spirit and Wine Ltd is committed to providing accessible employment practices that are in compliance with the Accessibility for Ontarians with Disabilities Act and the Ontario Human Rights Code. Should you require accommodation during any phase of the recruitment process or wish to view our accommodation policies, please contact the Human Resources Department at

    Thank you for your interest in Pernod Ricard and its subsidiaries, CorbySpirit and Wine Limitedand Hiram Walker & Sons Ltd. All resumes submitted will be reviewed byourrecruitment team and kept on file for six months in consideration for this and future opportunities. Please note that only those applicants selected for an interview will be contacted. Please do not contact provincial offices directly as all recruitment is coordinated through the Corporate Office in Toronto.

    Job Posting End Date:

    Target Hire Date :

    Target End Date :