The Manager, Strategic Communications leads UGM's external voice, narrative, and media strategy, helping shape how the organization participates in public conversations about homelessness, poverty, recovery, housing, and related social issues. This role provides strategic communications counsel to leaders across the organization, develops compelling narratives that elevate UGM's expertise and frontline experience, and drives media relations, thought leadership, advocacy communications, and issues management.

Reporting to the Director, Public Engagement, the Manager, Strategic Communications leads UGM’s external voice, narrative and media strategy, helping shape how the organization participates in public conversations around homelessness, poverty, recovery, housing and related social issues. As a senior communications advisor, the Manager provides strategic counsel to leaders and subject-matter experts, develops compelling narratives, leads media relations and thought leadership, and guides issues and rapid response communications. This role translates UGM’s expertise, frontline experience, and organizational priorities into explicit, credible and influential public communications.

This is a permanent, full-time position (37.5 hours per week). The starting salary range for this position is $79,443.00 to $86,814.00 per annum.

Main Duties And Responsibilities

Strategic Communications & Public Voice

- Develop and implement strategic external communications that strengthen UGM’s public voice, reputation, and influence on issues including poverty, homelessness, addiction, recovery, and related social issues.
- Develop clear, compelling narratives and messaging that translate UGM’s expertise, frontline experience, research,



and organizational priorities into meaningful public conversations.
- Advise Senior Leadership (SRT & ET) on external positioning, communications opportunities, reputational considerations, and when UGM should lead, respond or engage.
- Develop and maintain key messages, narrative frameworks, talking points and communications tools to ensure consistency across UGM’s external voice
- Work collaboratively with Marketing, Internal Communications, Fundraising, Programs, and Public Engagement to ensure external communications are aligned with UGM’s Strategic Plan.
- Monitor the external environment, emerging issues, and public conversation to identify opportunities, risks, and shifts in public perception relevant to UGM.

Media Relations

- Develop and implement proactive media relations strategies that increase UGM’s visibility, credibility, and influence on issues relevant to the organization and community it serves.
- Develop and maintain current, mutually beneficial relationships with journalists, editors, producers and media outlets across print, broadcast, digital, podcast and emerging media.
- Serve as a contact for press and spokesperson. Lead Specialist, Media Relations to strategically pitch and secure media coverage particularly targeting diverse demographics.
- Direct and approve media releases, advisories, guest editorials,



Op Eds and letters to the Editor. Additionally, may “ghost write”, or otherwise facilitate, efforts on behalf of the President or Senior Leadership as directed.
- Prepare and coach UGM spokespeople and subject matter experts for media interviews and public facing opportunities.
- Support Specialist, Media Relations to facilitate media requests on behalf of UGM.
- Participate in media monitoring and regular media reporting, including news media surveillance, measurement, and analysis.
- Identify opportunities to elevate UGM’s expertise and perspective beyond traditional media coverage, including thought leadership and emerging forms of earned influence.
- Provide strategic communications counsel during high-profile events, major organizational initiatives and issues that may attract public or media attention.
- Participate in media and public-facing activities outside regular business hours when reasonably required, including major events, peak fundraising periods and emerging issues or crises.

Crisis Communications & Issues Management

- Develop and maintain proactive issues management strategies that protect and strengthen UGM’s reputation and ensure readiness for emerging issues.
- Lead communications strategy and media response when significant issues or crises arise, in accordance with UGM’s Crisis Communications Playbook
- Maintain, update and evaluate the Crisis Communications Playbook regularly to ensure roles, protocols and contact information remain current.
- Advise UGM Leadership on communications, messaging, media and reputational considerations during emerging issues, incidents and crises.
- Anticipate pot

📌 Manager, Strategic Communications (Vancouver)
🏢 Union Gospel Mission - Vancouver
📍 Vancouver