Existing Role

Salary: $65,000 - $68,000

PATTISON Outdoor Advertising is Canada’s leading Out-of-Home (OOH), Transit, Airport and Digital Display advertising company. With the widest variety of products, our advertisers benefit from unparalleled advertising opportunities. Our sales professionals and support associates across the country provide clients with unmatched service, insights and campaign innovation.

As leaders in the Canadian advertising industry, PATTISON Outdoor Advertising is determined to initiate change starting from within, lead by example and reflect the diversity of the communities within which we work and live, coast-to-coast. By supporting internal and external efforts of inclusion and diversity we aim to better ourselves and the world around us. We are PATTISON Outdoor Advertising and here everyone belongs.

Job Information: The Research & Media Strategist (Retail Business Support) supports PATTISON’s Retail Sales teams and clients by translating retail business objectives, consumer behaviour, audience insights, market dynamics and media data into actionable insights and strategic recommendations that strengthen OOH media planning, identify business opportunities and support sales growth The role is responsible for understanding the business challenge behind each request and developing data-driven strategies that address the client’s objectives. This includes identifying relevant audiences, markets, consumer behaviours and retail opportunities, and translating these insights into compelling OOH recommendations.

The successful candidate will be expected to act as a strategic partner to Sales, helping identify opportunities, develop client strategies, build persuasive sales narratives and demonstrate how OOH can support retail business objectives. The role will also involve responding to custom research and media strategy requests, synthesizing data from multiple sources, developing visually impactful deliverables, and supporting internal quantitative research initiatives.

Who you are…

RETAIL BUSINESS & SALES STRATEGY

- Collaborate with Retail Sales to uncover client objectives, challenges, and goals, providing strategic recommendations and a distinct point of view.Translate retail business objectives into strategic OOH recommendations.
- Proactively identify retail market, audience and category opportunities that can be leveraged to develop new business and strengthen existing client relationships.
- Analyze consumer behavioural and media data to identify insights relevant to retailers and their target audiences.
- Develop audience strategies that identify who the client should reach, where those audiences are located, how they behave and how OOH can effectively reach them.
- Support Sales in developing compelling, insight-led proposals, presentations, pitch materials and client recommendations.
- Translate complex data and research into clear business implications and actionable recommendations, avoiding a purely research-focused approach.
- Develop solutions for Sales and clients rather than simply providing data, using research, audience and market insights to inform practical strategies and recommendations.
- Help Sales articulate the "why" behind an OOH recommendation, connecting audience and market insights to specific PATTISON products.
- Participate in client meetings, presentations and strategic discussions.

RETAIL & MARKET INTELLIGENCE

- Monitor retail, consumer,



media and market trends to identify insights and opportunities relevant to PATTISON’s clients and Sales teams.
- Conduct market and competitive analyses to understand retail environments, trade areas, consumer behaviours and potential OOH opportunities.
- Use syndicated and proprietary data sources to evaluate audience profiles, consumer behaviours, media consumption, retail activity and market characteristics.
- Leverage geographic and location-based data to identify opportunities.
- Develop retail insights and narratives that can be used proactively by Sales to engage clients and generate current business opportunities.
- Stay current on evolving retail behaviours, consumer trends, media consumption and OOH capabilities.

STRATEGIC DELIVERABLES & STORYTELLING

- Develop concise, visually compelling and client-ready presentations that clearly communicate the business opportunity, supporting data, strategic recommendation and role of OOH.
- Synthesize information from primary, syndicated and secondary sources into compelling sales stories.
- Determine the appropriate analytical approach and available data sources to answer business questions and support client objectives.
- Ensure all recommendations are insight-led, commercially relevant, accurate and aligned to the client’s objectives.

RESEARCH & CAMPAIGN MEASUREMENT

- Support quantitative research and campaign measurement initiatives where appropriate, including audience analysis.
- Interpret research findings and translate results into meaningful business insights and recommendations for clients and Sales.
- Apply an understanding of research methodologies and data limitations to ensure insights are accurate and appropriately communicated.
- Contribute to the development of retail benchmarks, case studies and thought leadership that demonstrate the effectiveness of OOH.

Who you are…

- Minimum of a BA/BS degree, preferably in Marketing, Business, Market Research, Communications, Social Sciences, Statistics or a related field.
- Minimum 3 years of professional experience in marketing strategy, media, marketing analytics, business intelligence, consumer insights, market research, retail marketing or a related field.
- Strong understanding of retail marketing, consumer behaviour and the media landscape, with the ability to connect consumer insights to business and marketing objectives.
- Demonstrated ability to translate data and research into strategic recommendations and compelling business narratives.
- Strong analytical, critical thinking and problem-solving skills, with the ability to determine the most appropriate approach to address a business question.
- Comfortable working with demographic, psychographic, geographic, behavioural and media datasets.
- Strong understanding of quantitative research and syndicated data, including the ability to interpret findings and identify meaningful insights.
- Highly proficient in Microsoft Office, particularly PowerPoint and Excel.
- Experience with research, audience and market intelligence tools such as Vividata, MediaRadar, Environics Analytics, SPOTZI, Decipher and/or other media planning and analytics platforms is an asset.




- Primary market research knowledge or experience is an asset (i.e. Leger, Dynata, Kantar, Ipsos, etc.)
- Knowledge and experience with COMMB (Canadian Out-of-Home Marketing & Measurement Bureau) is an asset
- Strong presentation and communication skills, with the ability to confidently explain data, insights and recommendations to both internal and external audiences.
- Excellent storytelling skills, with the ability to bring data and insights to life in a clear, compelling and engaging way that drives understanding and action.
- Strong business acumen with the ability to understand the commercial implications of research, audience and market insights.
- Excellent project management and organizational skills, with the ability to manage multiple requests, priorities and deadlines in a fast-paced sales environment.
- Ability to build strong relationships and work collaboratively with Sales, Research, Marketing and other internal stakeholders.
- Self-starter who proactively identifies opportunities rather than simply responding to requests.
- Comfortable working independently while knowing when to seek direction or collaborate with others.
- Strong attention to detail and commitment to delivering accurate, high-quality work.
- Ability to work effectively under tight deadlines and adapt to changing business priorities.
- Active learner who is curious about retail, consumers, media, technology and emerging industry trends.
- Moves beyond basic data requests to uncover insights and recommend strategic solutions for core business challenges.
- Proactively shares fresh perspectives, challenges assumptions constructively, and proposes innovative OOH solutions.
- Keeps pace with media innovation and the evolving OOH landscape, exploring new products and approaches.

What’s in it for you?

We understand that there is life at work and life outside of work. Here are a few benefits we offer that support us to be our creative best.

- Hybrid work mode – 2 days per week can be worked from home
- Competitive Group Benefit coverage
- Competitive salary and bonus plan
- Annual Health and Wellness Credits
- Paid Time Off
- Discount rates at other JPG divisions
- Employee and Family Assistance program
- Gym discount
- Extra Long Weekends in Summer

APPLICATION SUBMISSION: Please submit your resume and cover letter in English.

The short-listed candidates will be required to complete a task in-person at the time of interview. Please provide your certifications (e.g. technical certifications) and portfolios in any forms to showcase your skills and knowledge during the interview process.

This is an exceptional opportunity to join a hardworking team that continually exceeds expectations. You will be joining a corporate culture driven by a creative spirit that emphasizes imagination, innovation, inspiration, and teamwork.

Pattison Outdoor Advertising is an equal opportunities employer. We welcome and encourage applications from people with disabilities. We are committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act.

If you require an accommodation during the recruitment process, please advise our Human Resources department. We use artificial intelligence (AI) tools in our recruitment process to assist in screening and assessing candidate applications. AI is used to help prioritize applications; final hiring decisions are made by our recruitment team.

📌 Research & Media Strategist, Retail Business Support – Mississauga, ON
🏢 PATTISON Outdoor
📍 Mississauga