We are seeking an experienced and strategic Social Media Manager to lead our Firm’s digital presence on social platforms in Canada and help shape our domestic voice in support of our global brand and platform. As a member of the Business Development (BD) & Marketing group, this role is central to positioning our brand as a trusted advisor, showcasing our thought leadership, shaping market and client perceptions, and differentiating our services, initiatives, and people through compelling stories, audience engagement, and clear strategy.

In this role, you will own the firm’s end-to-end social media efforts—from strategy to execution and measurement, copy development to design oversight, organic and paid social campaigns, and more—while directly managing and mentoring a small team. As both player and coach, you will combine leadership with hands-on execution to maximise engagement, resonance, and market differentiation.

You are the Firm’s social heartbeat, designing, executing, and optimising the full ecosystem of owned, earned, and paid social channels. Sitting at the crossroads of brand storytelling, communications, demand generation, and stakeholder engagement, you are a passionate team leader with a robust pulse on the market and competitors, and turn attention into measurable growth while acting like an in-house strategist, creator, writer, analyst, mentor, and trusted advisor.

RESPONSIBILITIES

- Develop and implement a Firm-wide social media strategy aligned to Firm priorities and BD & Marketing goals.
- Activate social content and reach audiences in a meaningful way that engages, elevates the brand, and differentiates the Firm in the market.




- Collaborate across BD & Marketing and with stakeholders in Canada and globally to amplify thought leadership, brand, client initiatives, and our people.

Content and Campaigns

- Build and manage an integrated social calendar, curating input from BD, partners, and marketing colleagues.
- Manage copywriting, creative briefs and real-time content, while overseeing and influencing asset development to maximize impact; provide direction to agencies or freelancers as appropriate.
- Ensure all content reflects the firm’s brand voice, professional tone, and compliance with industry expectations, while creative assets engage and enhance audiences.
- Execute organic and paid campaigns to support recruitment, brand awareness, and client engagement.

Engagement & Reputation Management

- Monitor online conversations and brand mentions; engage appropriately and elevate sensitive matters when required.
- Offer training and act as an advisor to partners and professionals on best practices for social media use and personal brand building.
- Build and maintain KPI dashboards covering reach, engagement, CTR, audience quality, and pipeline influence, including competitor benchmarks.
- Deliver regular reports to leadership with insights and recommendations to improve performance, optimise content strategy and demonstrate ROI.
- Use data to optimise campaign performance, refining targeting, spend,



and creative to maximise results.
- Have a pulse on the current and evolving social media landscape, including the proactive sharing of competitive insights and client buying indicators, while taking an interest in the Firm’s business and service offerings.

Stakeholder Enablement & Team Leadership

- Equip and educate Firm members with tools and guidance to amplify the brand and Gowling WLG’s voice through effective employee advocacy and social selling to uncover business development opportunities.
- Partner with internal stakeholders to amplify campaigns, media stories, market recognition, talent‑brand stories, and more.
- Manage and mentor at least one direct report, fostering personal growth and ensuring excellence, innovation, and high-quality output.

Innovation & Trend Scanning

- Monitor and share social platform updates, algorithm shifts, and emerging formats and opportunities (e.g., AI – assisted content, short –form video, podcasts, interactive content, community hubs).
- Propose and pilot innovative ideas, scale successful experiments, and keep the firm at the forefront of social media innovation and brand favourability.
- Identify and evaluate emerging platforms for relevance to the firm’s business objectives and target audiences, recommending adoption where appropriate.

WHAT SUCCESS LOOKS LIKE

- Social platforms run on clear goals, editorial discipline, and real-time responsiveness with brand alignment and cross-team project leadership and ownership.
- Organic and paid campaigns are activated with accountability, differentiation, and excellence, shipping on time, on budget, a

📌 Manager, Social Media (Toronto)
🏢 Gowling WLG
📍 Toronto