Senior Manager, Earned Media & Content Marketing

Company Information

Farber is one of Canada’s oldest, largest and most respected debt solution providers. We help Canadians get out of debt and start rebuilding their lives again. Established in 1979, Farber has almost 300 employees working across the country and has helped well over 100,000+ Canadians get out of debt.

And now, we’re embarking on our next stage of transformation & significant growth. To do that, we are hiring experienced, enthusiastic, motivated, innovative, and client-centric team members to play critical roles in helping us reach our ambitious goals.

As we continue to grow and evolve, we are seeking a people-first leader to build and lead our Project Management Office (PMO).

Position Summary

Farber is seeking a Senior Manager, Earned Media & Content Marketing to lead our organic content, social media and earned media.

This role will shape the strategy for how Farber reaches, educates and engages Canadians experiencing financial difficulties. You will develop programs that strengthen brand awareness, build trust, establish Farber as a credible authority on debt solutions and help consumers take informed steps toward improving their financial wellbeing.

Reporting to the Director, Marketing Communications, you will lead a small team and serve as the primary point of contact for external PR, content and creative agencies, freelancers and production vendors. You will work closely with Brand Marketing, Integrated Marketing, Performance Marketing, Client Marketing and Customer Experience to turn business priorities and audience insights into effective content and communications.

We are looking for a strategic leader who is also an accomplished practitioner. You should be comfortable developing a long-term content strategy, advising executives on media opportunities, shaping compelling narratives and personally refining a critical piece of content.

This is an opportunity to build and advance important marketing communications capabilities, including an emerging earned media program, while leading and developing a high-performing team.

Responsibilities

Content Marketing Strategy & Editorial Leadership

• Develop and lead Farber's organic content marketing strategy, defining audience priorities, editorial themes, channel roles and opportunities for growth.

• Establish editorial direction and oversee the content roadmap, balancing SEO, business and stakeholder priorities with evergreen content that builds long-term visibility and engagement.

• Translate consumer insights, research and business objectives into compelling narratives that address barriers, answer important questions and encourage informed decision-making.

• Set editorial standards and oversee the development of articles, educational resources, video, thought leadership and other non-advertising content.

• Develop strategic briefs, guide contributors and provide hands-on writing, editing and editorial direction for high-priority initiatives.

Earned Media, Public Relations & Thought Leadership

• Develop and lead Farber's earned media strategy, identifying opportunities to strengthen visibility, credibility and authority through relevant media coverage.

• Build relationships with journalists, editors, industry experts and other influential voices.

• Identify newsworthy stories, develop media pitches and create opportunities for expert commentary and thought leadership.

• Advise executives and subject matter experts on media opportunities, develop key messages and provide media training and interview preparation.

• Lead external PR agency relationships and evaluate the effectiveness of earned media initiatives.

• Support with issues management and reputation-sensitive communications in collaboration with senior leadership.

• Own strategic communications, in support of managing Farber’s relationships with its publics as well as its public affairs.

Organic Social Media & Influencer Engagement

• Lead Farber's organic social media strategy, establishing audience priorities, content direction, channel objectives and approaches to engagement.

• Guide the development of relevant, engaging social content that strengthens awareness, encourages conversation and builds consumer confidence.

• Oversee experimentation with creative formats, distribution approaches and selective paid amplification.

• Identify and develop relationships with influencers, creators, financial journalists and thought leaders whose audiences and expertise align with Farber's objectives.

• Establish standards for partnerships, content quality, disclosures and performance measurement.

Search Visibility & Content Discoverability

• Partner with SEO, Performance Marketing and digital specialists to strengthen the discoverability and effectiveness of Farber's content.

• Translate SEO, Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) recommendations into actionable editorial plans and content requirements.

• Guide the development and optimization of content that demonstrates expertise, addresses consumer questions and supports visibility across search engines and AI-powered discovery platforms.

• Oversee the implementation of content-related optimization recommendations while collaborating with specialist teams responsible for technical strategy and search performance.

Performance, Collaboration & Continuous Improvement

• Establish meaningful performance measures across content marketing, organic social media, earned media and influencer initiatives.

• Use audience insights, engagement data, content performance and earned coverage to identify opportunities and continuously improve results.

• Collaborate with Brand Marketing, Integrated Marketing, Performance Marketing, Client Marketing and Customer Experience to align content priorities with broader business objectives.

• Lead relevant agency, freelance and production partners, ensuring clear briefs, high-quality deliverables, effective budgets and measurable value.

• Recommend investments and resource allocation based on strategic priorities and demonstrated results.

Team Leadership & Development

• Lead, coach and develop a small team responsible for content marketing and organic social media.

• Establish clear priorities, responsibilities, performance expectations and standards of excellence.

• Build team capabilities in strategic thinking, storytelling, editorial quality, audience engagement and performance measurement.

• Foster a collaborative, accountable and results-oriented working environment.

• Balance effective delegation with direct involvement in initiatives requiring senior expertise.

Qualifications

• 10 or more years of progressive experience in content marketing, public relations, marketing communications or related disciplines.

• At least three years of people leadership experience, including coaching, performance management and professional development.

• Demonstrated success developing and leading organic content marketing strategies that deliver measurable audience and business outcomes.

• Proven experience in earned media and public relations, including proactive media relations, story development, media pitching and thought leadership.

• Experience advising executives or subject matter experts on media engagement, preparing key messages and supporting spokesperson development.

• Exceptional writing, editing and storytelling capabilities, with the editorial judgment to develop compelling, accurate and audience-relevant content.

• Strong understanding of organic social media strategy, audience engagement, digital content performance and optimization.

• Working knowledge of SEO and content optimization, including an understanding of how AI-powered search and discovery are changing content requirements.

• Experience managing external agencies, freelance contributors, content creators or other specialist partners.

• Demonstrated ability to influence cross-functional stakeholders, manage competing priorities and lead initiatives from strategy through execution.

• Ability and willingness to combine strategic leadership with hands-on content and communications work in a lean team environment.

Additional Assets

• Experience developing influencer or thought leader partnerships.

• Experience in financial services, professional services or another highly regulated industry.

• Experience establishing new communications capabilities, particularly earned media or thought leadership programs.

• Familiarity with content management systems, social media analytics, digital measurement tools and emerging AI discovery practices.

What Success Looks Like

In this role, success means building a cohesive, high-performing content and communications function that contributes meaningfully to Farber's marketing objectives.

You will help Farber:

• Increase the visibility, relevance and engagement of its organic content and social media programs.

• Establish a credible, measurable earned media program that strengthens Farber's reputation and authority.

• Improve content quality, editorial effectiveness and discoverability across traditional and AI-powered search.

• Develop stronger, more consistent narratives that address consumer needs and support marketing and client engagement objectives.

• Build a capable, accountable team and an effective network of external partners.

Ultimately, your work will help more Canadians understand their debt relief options, build confidence in their decisions and recognize Farber as a trusted source of guidance.

Position: Senior Manager, Earned Media & Contact Marketing
Location: Remote/Canada
Industry: Financial Services
Department: Marketing
Employment Type: Permanent/Fulltime
Salary: $105,000-$125,000 + Bonus

Benefits, and Perks

• Remote work model
• Vacation and wellness days
• Extended health and dental coverage, plus virtual doctor services
• Employee Assistance Program and mental health resources
• Company-matching retirement savings plan
• Financial support for professional development
• Annual company events
• Exclusive access to perks and discounts

Our Culture at Farber

At Farber, helping people is at the heart of everything we do—and that commitment extends to our employees, clients, and partners alike. We’re dedicated to building an inclusive, diverse, and equitable workplace where everyone feels valued, respected, and supported from day one.

Our culture is grounded in recognition, growth, and connection. We celebrate our people through meaningful awards and recognition programs, invest in their development through training/learning academies, education reimbursement, and foster an environment of respect that is felt across the organization. We also take pride in celebrating the diverse communities we serve and work in, creating a workplace where everyone can show up as their authentic selves.

Farber encourages applications from all qualified candidates who represent the diversity of Canada.

• If you require any accommodations throughout the recruitment process—including alternate interview formats, accessible materials, or any other accommodations—we encourage you to contact us at [email protected].