Sr. Specialist, Marketing & Communications (Social Media)

Borden Ladner Gervais LLP (BLG) • Vancouver, BC

21h • CA$85,000 - CA$100,000 • Hybrid

About The Position

The Senior Specialist, Marketing and Communications is a hybrid communications and marketing role with two distinct areas of responsibility: legal focus and practice area marketing and communications strategy and social media channel leadership. As a legal focus and practice area marketing and communications strategist, this role builds genuine relationships with practice and focus group leaders, lawyers and Business Development (BD) team members, developing a deep understanding of the firm’s legal services, clients, markets and strategic priorities to develop tailored communications and marketing strategies and content across all channels. As the firm's social media subject matter expert, this role develops the social media strategy, best practices, frameworks and playbooks that support the entire Marketing and Communications team to apply. This is a role for someone who builds real relationships, understands the business of law and brings both communications discipline and marketing rigour to every initiative – not because they're asked to, but because that's how they work. Success is measured through lead generation, brand awareness and social media performance – and through the relationships you build with lawyers and BD partners along the way. You're proactive, detail-oriented and accountable. You bring energy and you thrive in a dynamic, transparent environment where great work is recognized and ownership is real.

Requirements

• Bachelor's degree in Communications, Marketing, Public Relations, Journalism or a related field
• 5–7 years of progressive experience in communications and marketing with demonstrated growth into strategic roles; hands-on social media strategy and paid social advertising experience in a B2B or professional services environment
• Experience managing LinkedIn advertising campaigns with measurable results; experience with employee advocacy platforms; experience as an embedded communications and marketing partner to business units or leadership teams
• LinkedIn Campaign Manager proficiency demonstrated through portfolio or work history
• Superior writing, editing and storytelling skills across all formats.
• Proven ability to develop and execute integrated communications and marketing strategies.
• Deep understanding of social media strategy across LinkedIn, Instagram and YouTube in a B2B context.
• Hands-on LinkedIn Campaign Manager proficiency (campaign setup, audience targeting, A/B testing, performance analytics).
• Experience managing social media community engagement including monitoring conversations, responding to comments and protecting brand reputation on social channels
• Experience managing or contributing to employee advocacy platforms.
• Ability to interpret performance data and translate insights into strategy.
• Competitive intelligence skills, researches the legal marketing landscape and applies insights to improve programs.
• Proactive, strategic mindset, generates ideas and identifies opportunities before they are requested.
• Proficiency with AI tools to improve content quality and campaign effectiveness.
• Strong relationship building skills with ability to influence senior stakeholders.
• Strong project management skills across multiple campaigns and deadlines
• Demonstrated curiosity about legal services and the ability to quickly develop working knowledge of practice areas, client segments and legal market dynamics

Nice To Haves

• Additional training or certification in digital marketing, social media or paid advertising is an asset
• Google Analytics certification; Hootsuite or social media marketing certification
• Experience building social media programs at scale in a multi, office or national organization.
• Experience with and ability to provide direction to creative professionals for asset production.
• Knowledge of Canadian Press style
• Bilingual in English and French strongly preferred (written and spoken, to support bilingual campaigns in a national bilingual firm)

Responsibilities

• Serve as the dedicated marketing and communications strategist to assigned practice and focus groups: Build and maintain deep working knowledge of assigned legal services, markets, client segments, competitive landscape and strategic priorities through active engagement with lawyers and BD team members
• Develop strong working relationships with lawyers and practice leaders, attending meetings, understanding business strategy and providing proactive communications and marketing counsel and identifying opportunities rather than waiting for requests
• Collaborate with aligned BD team members to receive business priorities, provide audience intelligence and channel performance data that informs targeting and positioning decisions, and align all marketing and communications activities with BD strategy
• Serve as a trusted advisor on integrated communications and marketing strategy – proactively identifying opportunities for campaigns, thought leadership and visibility for assigned groups
• Apply competitive intelligence, AI tools and data-driven thinking to strengthen communications and marketing effectiveness for assigned groups
• Develop and execute bilingual social media communications and marketing strategies including paid LinkedIn advertising (hands-on Campaign Manager: audience targeting, budget management, A/B testing, performance optimization) and organic social across LinkedIn, Instagram and YouTube
• Coordinate with the Digital Marketing team on execution and distribution
• Develops and owns the firm-wide social media strategy alongside the Senior Manager of Brand and Market Strategy.
• Develop and maintain social media best practices, playbooks, templates and training materials shared with all Marketing and Communications team members, who apply these independently to their own group work
• Lead the firm's employee social media advocacy program (Haiilo) strategy, lawyer onboarding, engagement approach and content distribution framework, coordinated with Digital Marketing for execution
• Stay ahead of platform changes and translate their strategic implications for the team.
• Design and execute bilingual, integrated communications and marketing campaigns for assigned groups, covering strategy, messaging, channel selection, budget allocation and success metrics
• Draft, edit and proof high, quality content across formats including social media, news releases, thought leadership, website pages, email campaigns and internal communications
• Manage event and webinar communications and promotion for assigned groups
• Analyze and apply campaign performance data to continuously improve strategy:
• Partner with Clients and Markets team to analyze campaign performance; provide BD team members with audience intelligence and campaign insights that inform business development strategy and targeting decisions
• Apply performance data to continuously improve strategy, audience targeting and campaign investment decisions; contribute to firm-wide analytics initiatives
• Document processes, track what works and share learnings with the team, contributing to a culture of continuous improvement and data-driven decision making
• Collaborate with Creative Services, Digital Marketing, Events, Internal Communications, Rankings and Awards and Linguistics teams to execute coordinated campaigns

Benefits

• We are committed to building a diverse workplace reflective of the communities we serve and to fostering an inclusive culture where Firm members feel valued, respected and inspired to thrive as their authentic selves.
• We value diversity of thought and the unique skills, perspectives and experience each individual brings to BLG.
• We welcome applications from all qualified candidates and encourage applicants from members of groups that have been historically underrepresented, including but not limited to First Nations, Métis and Inuit Peoples, racialized individuals, persons with disabilities, people who identify as women and/or LGBTQ2S+.
• We also strive to provide an accessible candidate experience. Please let us know if you need any accommodations during the recruitment process.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior