About the Role
We’re looking for a Manager, External Communications & Marketing to drive audience growth, engagement, retention, and revenue opportunities by increasing our visibility and authority in the market. The role is responsible for turning our content, data, reports, and events into high-impact thought leadership and distributing it across external channels including media, partners, platforms, and events. You will own how our ideas show up outside of our owned channels by placing our content, people, and programming into credible, high-impact environments that reach senior decision-makers. You will connect external visibility directly to subscriber growth, ongoing engagement, and revenue opportunities by building repeatable systems for distribution, amplification, and conversion.Who You Are
You understand how ideas spread beyond owned channels and how to place content, people, and insights into environments where senior decision-makers are already paying attention.You are comfortable turning content, data, and reports into clear narratives and thought leadership that others want to share, publish, and discuss.You think in terms of distribution, visibility, engagement, growth, and retention, with a focus on reaching and influencing a high-value audience of senior leaders.You are relationship-driven and know how to build and maintain connections with media, partners, and platforms.You are both strategic and hands-on. You can shape a narrative and also execute placements, campaigns, and partnerships.What You’ll Be Doing
Create and lead thought leadership campaigns
Translate video, written, audio, event content, reports, surveys, and data into market-facing campaignsPackage insights into clear narratives and points of view for senior decision-makersEnsure each campaign has a defined distribution and amplification planDrive ideas into industry conversation through media, partners, and platformsBuild repeatable campaign formats that can be scaled across brands
Position people, content, and programming externally
Identify and secure speaking opportunities, panels, and partner eventsPlace content, insights, and voices into credible media and external platformsExtend the reach of events and programming through external distributionSupport the promotion and distribution of events across external channels to drive awareness and attendancePrepare editors, executives, and contributors with clear messaging and positioningBuild and manage relationships with media and strategic partnersSecure placements and partnerships that generate high-quality backlinks and increase authority




Drive external reach and audience growth
Distribute thought leadership through media placements, partnerships, and external channelsUse social as a strategic distribution channel to extend reachExecute paid and sponsored distribution where it drives high-value audience acquisitionDevelop and execute campaigns that drive event visibility, registration, and attendance among target audiencesReinforce repeat exposure to build ongoing engagement and habitConvert external audiences into subscribers and engaged community membersEnsure external distribution contributes to backlink growth and search visibilityCreate and maintain a BWZ speakers bureau, aligning internal experts to external speaking opportunities that increase market visibility, reinforce authority, and drive ICP acquisition and engagement
Connect visibility to engagement, retention, and revenue
Drive subscriber growth from external channelsIncrease return engagement from audiences acquired externallyStrengthen direct and branded traffic through consistent visibilitySupport partnerships, campaigns, and events that drive attendance and create revenue opportunitiesEnsure external visibility contributes to ongoing audience consumption and retention
Measure performance and optimize for growth
Define how success is measured across campaigns, placements, and partnershipsTrack performance across media, partners, social, paid distribution, and search impactIdentify what is driving visibility, engagement, subscriber growth, backlinks, and revenueMake clear adjustments to improve performance over timeEnsure all external activity is tied to measurable audience and business outcomes
How Your Success Will Be Measured
Growth in subscribers from external channelsIncreased return engagement from externally acquired audiencesGrowth in direct and branded traffic from target audiencesIncreased visibility through media placements, partnerships, and external appearancesGrowth in high-quality backlinks and overall authority from external placementsStrong performance of thought leadership campaigns and distribution effortsYour Skillset Includes




Experience creating and distributing thought leadership or content through external channelsExperience working with media, partners, or external platformsAbility to translate content, data, and insights into compelling narrativesExperience securing placements, partnerships, or external opportunitiesExperience running campaigns that drive visibility and audience growthUnderstanding of how media placements and partnerships contribute to backlinks and search visibilityAbility to connect external activity to measurable performance outcomesStrong communication, relationship-building, and positioning skillsNice to Haves
Book of contacts from respected premium media outletsBackground with on-the-ground, experiential and in-person eventsExperience using social and paid channels for distribution and amplificationPositioned media or content agenciesEast coast time zone alignment (our major audiences are located in North America & Europe)Why This Role Matters
Increase visibility and authority among senior decision-makersTurn insights into industry conversation and ongoing engagementBuild, engage, grow, and retain a high-value audience and loyal communityDrive audience growth through external channelsStrengthen search visibility through high-quality placements and backlinksCreate new opportunities for partnerships and revenueConnect visibility directly to business outcomesSalary Statement
This full‑time position is available as either a remote or hybrid position (depending on location), with an annual salary in the range of $95,000 to $140,000 CAD. The range is a guide for the expected skills, knowledge, and experience for new hires based in Canada only. Seniority level and salary ranges are determined through interviews and a review of education, experience, knowledge, skills, abilities of the applicant, equity with other team members, and alignment with market data. This means ranges will vary for candidates based outside of Canada and/or at different seniority levels. In addition to annual salary, full time employees are also eligible for a discretionary bonus and a comprehensive benefits package.Diversity, Equity, and Inclusion
Black and White Zebra is an equal opportunity employer and considers all candidates for employment regardless of race, color, religion, sex, national origin, citizenship, age, disability, marital status, military or veteran’s status (including protected veterans, as may be required by federal law), sexual orientation or any other category protected by law. We celebrate all backgrounds and attributes that continue to help make our team impactful, iterative, adaptable, and fun!
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📌 Manager, External Communications & Marketing (Winnipeg)
🏢 Black & White Zebra
📍 Winnipeg