The posting
YOUR ROLE Reporting jointly to the Executive Director and the Chief Program Officer (CPO), the Senior Director, Audience Strategies defines the strategy and champions an organizational vision that places the understanding and engagement of Canadian and Indigenous audiences at the heart of Telefilm Canada’s vision. This role leads an organizational strategic priority by deepening knowledge of diverse audiences across Canada. It also promotes a better understanding of the platforms and emerging engagement models that shape content consumption and discoverability. The role ensures an understanding of how and where global audiences engage with film and content, including historically under-represented communities and diasporas. The cross-functional mandate enables this role to influence Telefilm’s programs, data collection, research and talent-promotion initiatives. The role accelerates and increases the discoverability, engagement, awareness, reach and impact of Canadian works in French- and English-language markets. The incumbent mobilizes internal teams and ecosystem partners around a coherent, measurable and audience-centred approach. The position includes supervision of one staff member. KEY RESPONSIBILITIES 1. Strategic Guidance and Influence
Advise the Executive Director and the Chief Program Officer on strategic directions related to discoverability and audience engagement. Contribute to strategic thinking for Telefilm Canada’s next strategic plan. Develop and lead a strategic vision for audience impact, influencing Telefilm’s direction, data collection and analysis approaches, and promotional strategies to maximize reach and results.
2. Sector Engagement
Represent Telefilm within the consortium, provide internal leadership for the resulting strategies and projects, and take a proactive approach to setting priorities and defining next steps. Create and facilitate a structured working group bringing together key stakeholders (broadcasters, platforms, researchers, institutions, etc.). Position Telefilm Canada as a bridge and catalyst among ecosystem stakeholders.
3. Transformative Initiatives and Special Projects
Design and lead audience-related initiatives. Propose and structure new strategic partnerships (e.g., organizations, universities, researchers and external experts). Establish and maintain the administrative mechanisms required to lead and monitor initiatives and projects, including documenting their progress, results and impact.
4. Strategic Intelligence, Market Understanding and Internal Collaboration
Identify systemic industry barriers that hinder audience engagement and require senior-level intervention. Deepen understanding of French- and English-language markets and engagement among diaspora audiences. Translate these insights into recommendations to better engage different audiences. Collaborate closely with Communications, Government Relations and Business Intelligence; Work with the Project Management Office, using existing structures and processes.
SKILLS AND REQUIREMENTS
Audiovisual-sector expert specializing in audience strategy, distribution and discoverability, with a strong understanding of business models, the value chain, and relationships with broadcasters and platforms. Experience with both official-language markets in Canada and international markets. Strong credibility with industry stakeholders. Innovative mindset and expertise beyond traditional distribution channels. Inclusive and collaborative leadership, with the ability to build support and mobilize others. Strategic vision and the ability to navigate complex environments. Bilingual, excellent written and oral communication required at CBC level. Bachelor’s degree in a related field or any other related discipline or combination of equivalent and relevant experience. Minimum of twelve (12) years of experience in a similar role.



