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 recent 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.
- 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 new 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

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