VP, Creator Marketing in Toronto

Edelman is a voice synonymous with trust, reimagining a future where the currency of communication is action. Our culture thrives on three promises: boldness is possibility, empathy is progress, and curiosity is momentum. At Edelman, we understand diversity, equity, inclusion and belonging (DEIB) transform our colleagues, our company, our clients, and our communities. We are in relentless pursuit of an equitable and inspiring workplace that is respectful of all, reflects and represents the world in which we live, and fosters trust, collaboration and belonging.

We’re looking for a Vice President, Creator Marketing - Health & Financial Services to lead and grow our Creator Marketing business in Canada across highly regulated industries, with a primary focus on Health and Financial Services, while contributing to the strategic expansion of our Creator Marketing offering across North America. Reporting into the Head of Creator, North America, this role is ideal for a senior leader who understands both the opportunity and complexity of creator marketing in regulated environments. You will help clients harness the credibility, reach and influence of creators while navigating the regulatory, legal, reputational and compliance considerations unique to Health and Financial Services.

This leader will combine deep creator marketing expertise with category fluency and sound judgment, developing programs that are innovative, compliant, credible and effective. As a key leader within Edelman’s North American Creator Marketing practice, you’ll oversee a significant portfolio of clients, lead high-performing teams, and help define how Edelman approaches creator marketing in categories where trust, accuracy and responsible influence are paramount.

KEY RESPONSIBILITIES

• Lead a portfolio of Health and Financial Services clients in Canada, delivering strategic, insight-led creator marketing programs that drive measurable communications and business outcomes.
• Serve as a senior strategic advisor to clients, helping senior stakeholders navigate creator strategy within complex regulatory, legal, compliance and reputational environments.
• Develop sophisticated creator strategies that balance audience relevance, creative effectiveness, trust, accuracy and regulatory requirements.
• Oversee the development and execution of integrated, cross-channel creator campaigns spanning social, digital, experiential, earned media and paid amplification.
• Partner closely with client and agency legal, regulatory, medical, compliance and risk stakeholders, ensuring creator programs are designed with appropriate safeguards and processes from the outset.
• Help establish and evolve best practices, governance models and operating frameworks for creator marketing in regulated categories.
• Contribute to the growth and evolution of Edelman’s Creator Marketing business across Canada and North America, particularly our capabilities and offerings for regulated industries.
• Partner with the Head of Creator, North America, sector leadership and cross-regional teams to align strategy, standards and innovation across markets.
• Collaborate closely with Health, Financial Services, Strategy, Creative, Earned, Social, Digital, Media and other integrated teams to develop holistic client solutions.
• Lead, mentor and inspire high-performing teams, fostering a culture of collaboration, inclusion, accountability and excellence.
• Drive operational rigor and process improvement, particularly around creator vetting, contracting, disclosures, content review and approval workflows, claims and risk management.
• Play a leadership role in new business development, including pitches, proposals and organic account growth across Health, Financial Services and other regulated categories.
• Stay at the forefront of creator, platform, regulatory and cultural developments affecting regulated industries and translate those developments into actionable guidance for clients and teams.

WHO YOU ARE

• A proven creator marketing leader with experience developing and scaling programs in regulated or highly scrutinized categories.
• Experienced in Health, Pharma and/or Financial Services, with a strong understanding of the additional considerations required when engaging creators in these sectors.
• A trusted senior client partner who can confidently navigate complex organizations and bring together marketing, communications, legal, regulatory, medical, compliance and risk stakeholders.
• Deeply knowledgeable about the creator ecosystem, including platform dynamics, creator tiers, talent partnerships, disclosure requirements, contracting, usage rights, content governance and measurement.
• Comfortable balancing creative ambition with regulatory and reputational responsibility, finding innovative solutions within necessary guardrails rather than allowing those guardrails to limit strategic thinking.
• A sophisticated risk manager with the judgment to identify potential issues early and establish processes that protect clients, creators, audiences and the agency.
• A strategic builder who can help define and scale creator marketing capabilities specifically designed for regulated industries.
• Passionate about the role creators can play in building trust, understanding and meaningful engagement around complex topics.
• Commercially minded, with the ability to identify client needs, develop new solutions and turn emerging opportunities into sustainable growth.
• A generous mentor and role model who invests in talent across the business.
• Equally strategic and operational—you think big, execute rigorously and sweat the details.
• An inclusive, collaborative leader who thrives in matrixed, fast-paced environments.
• Curious, future-focused and continuously learning.

BASIC QUALIFICATIONS

• 10+ years of relevant experience in creator/influencer marketing, communications, marketing, social, digital or related fields.
• Bachelor’s degree or equivalent work experience.

PREFERRED QUALIFICATIONS

• Demonstrated success leading creator marketing strategies within Health, Pharma, Financial Services and/or other highly regulated industries.
• Meaningful experience working within regulated communications environments and partnering with legal, regulatory, medical, compliance and/or risk stakeholders.
• Agency and/or client-side experience overseeing complex creator programs for major organizations.
• Deep expertise in creator partnerships, content strategy, governance and ROI-driven campaign development.
• Strong understanding of creator disclosure, vetting, contracting, content review and approval, claims considerations and risk management in regulated environments.
• Experience developing processes and frameworks that enable creator marketing to operate effectively and responsibly at scale.
• Proven experience leading and developing high-performing teams, including multiple manager-level direct reports.
• Strong track record of growing business, including new business development and organic account expansion.
• Experience collaborating across regions or markets; North American or global experience is a plus.
• Demonstrated pulse on creator marketing trends, platform innovation, emerging talent and the evolving regulatory landscape affecting creators and brands.
• Exceptional verbal and written communication skills.

$130,000 - $180,000 CAD per year

We are dedicated to building a diverse, inclusive, and authentic workplace, so if you’re excited about this role but your experience doesn’t perfectly align with every qualification, we encourage you to apply anyway. You may be just the right candidate for this or other roles.