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Senior Manager, Public Relations

Jul 28, 2021

Company: Coast Capital Savings Federal Credit Union 

Location: British Columbia (CA-BC), Help Headquarters  


Together, we help empower you to achieve what’s important in your life.


What's the job?


As the Senior Manager, Public Relations, you will lead, develop and implement Coast Capital’s public relations strategy to proactively position the organization as a next generation credit union and advance national expansion, while leveraging our voice and influence to drive positive social impact aligned to our purpose to Build Better Futures Together. In this role, you will lead the overall reputation management and build stakeholder relationships (with influencers, media representatives, industry groups, government officials, other financial institutions) to advance strategic priorities, partnerships and advance solutions that empower our members.

What you'll get to do:


  • Lead Coast Capital’s public relations strategy to advance our brand and reputation working with internal stakeholders and overseeing external partners.
  • Serve as Coast Capital’s expert on public affairs, external communications and issues management, including developing strategic relationships with stakeholders.
  • Oversee and develop external media and public relations communication plans over the short- and long-term, including target stakeholders, key messages, timing and distribution.
  • Ensure external media and public relations communication plans are in place to drive brand awareness and elevate the brand (e.g. events, engagements, interviews, and other public facing opportunities).
  • Be an influential advisor and strategist to Executive and management on strategic communication approaches, priorities, complex assignments and resources required to enhance external communication responsiveness and effectiveness.
  • Monitor, assess, and provide insight on developing public policy issues.
  • Communicate major industry developments, competitive campaigns, and other external factors to key internal stakeholders.
  • Implement tools and processes to determine the ROl and effectiveness of public relations programs.
  • Facilitate executive speaking opportunities and thought leadership programs.
  • Build and execute advocacy plans on specific public policy objectives.
  • Collaborate within the credit union sector in helping to advance shared public policy objectives.
  • Field incoming media inquiries, develop media contacts in print, television, radio and with other industry and community influencers.
  • Direct the development of “earned-first” strategies and activities to generate favourable news coverage and dissemination of information to enhance Coast Capital’s reputation in the community and industry, working closely with the Manager, Media Relations and the broader Communications and Marketing teams.
  • Direct and coordinate the collaboration of subject matter experts across the organization to support the communication corporate initiatives.
  • Identify and develop relationships with public stakeholder groups, business and community organizations of strategic value in supporting Coast Capital’s priorities, including national expansion, member growth and business development
  • Contribute to Coast Capital’s responses to legislative and regulatory review processes from all levels of government, in collaboration with other credit unions as appropriate.
  • Prepare and present Government Relations reports in partnership with the Corporate Development team.
  • Implement crisis communications plans in conjunction with the Risk and Legal teams and other internal stakeholders.


Who are we looking for?


  • Minimum 10+ Years of Job Related Experience.
  • Bachelor's Degree or a diploma requiring 3 - 4 years of full-time study.
  • Post-secondary training in communications or public relations, with a strong understanding of government and media.
  • Strong computer skills with Microsoft Office.
  • Excellent understanding of media and government.
  • Skilled in working in a matrix environment, collaborative in building relationships, and smart in knowing how to prioritize competing interests and requests.
  • A self-starter who takes initiative to creatively identify and execute public affairs opportunities, responds quickly to issues, and recommends effective messages.
  • A supportive “team player” who views their role as helping and enabling their colleagues’ success, as much as securing support for their own. No lone wolves!
  • Cool under pressure, able to work through issues in an effective and calm manner.
  • Creative, innovative and strategic thinker, with strong analytical skills, sound judgment and excellent problem solving and decision-making ability.
  • Ability to decide and act without having the full picture, comfortably handle risk and uncertainty.
  • Demonstrated experience and effectiveness in both oral and written communication including face-to-face oral presentations to groups, focused and concise written and verbal summaries, effective questioning and listening skills.
  • Ability to make decisions based on analysis, experience, and judgment; sought out by others for advice; capable of analyzing complex problems, leveraging multiple sources to create effective solutions.
  • Dedicated to meeting the expectations and needs of internal and external clients; establishes effective relationships with members, earning trust/respect; acts with a conscious intent to fulfill our purpose.
  • Demonstrated enterprise perspective and experience ensuring practices, divisional strategies and tactics align with organizational culture, plans and priorities.
  • Understands how business works, decisions are made, and the competitive environment that our company works within.
  • Commitment to building inclusive communications and continuous development and improvement in this area.
  • Strong understanding of the impact business models such as cooperatives, Certified B Corporations or social purpose companies.
  • Knowledge of the financial services industry would be an asset.


At Coast Capital, we value diversity, equity and inclusion. We’re not all the same and we like it that way. We don’t just accept differences - we celebrate, support, and we thrive on them for the benefit of our employees, our members, and our community. We are committed to building a team that represents a variety of backgrounds, perspectives, and skills. We believe, the more inclusive we are, the better our work will be.

Apply now »