Contribute to the City of Hamilton, one of Canada’s largest cities - home to a diverse and strong economy, an active and inclusive community, a robust cultural and dining scene, hundreds of kilometers of hiking trails and natural beauty just minutes from the downtown core, and so much more. Join our diverse team of talented and ambitious staff who embody our values of sensational service, courageous change, steadfast integrity, collective ownership and being engaged empowered employees. Help us achieve our vision of being the best place to raise a child and age successfully. #BeTheReason

- Job ID #32297: Channel Strategy Specialist
- Union: Non-Union
- Job Description ID #: 7903
- Duration: Up to 12 months
- Vacancy type: This posting is for an existing vacancy

Summary Of Duties

Reporting to the Senior Marketing & Content Strategy Advisor, the Channel Strategy Specialist oversees the City’s marketing channel analytics ecosystem, ensuring that enterprise-owned platforms are measurable, optimized, and supported by consistent data standards. This role focuses on platform-level analytics, channel performance and tool enablement, enabling Communications teams to self-serve their own campaign insights by providing access to tools, training, automated dashboards and standardized measurement frameworks.

The Specialist provides strategic guidance on the City’s communications and marketing efforts, helping ensure that campaigns and messages reach the right audiences, through the right channels, with maximum clarity, engagement and impact. The Specialist analyses digital and traditional channels including the website, social media, newsletters, print, tv/radio and direct mail campaigns to understand audience behaviours,



user journeys and engagement trends. Insights from this analysis inform communications planning, guide day-to-day campaign execution and identify opportunities for continuous improvement.

The Channel Strategy Specialist bridges analytics and strategy, combining big-picture thinking with a focus on actionable insights. This role sees the full communications ecosystem while identifying concrete steps to enhance message effectiveness, consistency and reach. By providing data-informed, audience-centered guidance, the Specialist ensures the City’s communications are strategically aligned with organisational priorities and continuously improve the resident experience. The Specialist also supports the development of platform-specific content strategies, tailoring messaging and formats to each channel to maximize engagement and impact. They collaborate with teams to optimise campaigns across paid, owned and earned media, ensuring a cohesive and measurable communications approach.

General Duties

Strategic Analysis & Advisory

Supports communications and marketing teams by offering guidance on campaign planning, audience engagement and channel selection, based on available data and established best practices.

Analyzes audience behaviour,



engagement metrics and user journeys across digital channels to identify opportunities to improve clarity, reach and message effectiveness.

Recommends evidence-based adjustments that help teams reach and engage residents, ensuring communications align with community needs and organisational priorities.

Provides input on messaging consistency, content timing and delivery methods to maximise clarity and impact across channels.

Cross-Channel Analytics & Optimization

Monitors and analyzes performance across all digital channels, including the website, social media, newsletters and campaigns, using analytics tools and dashboards.

Translates complex data into transparent, actionable insights that guide both operational teams and senior leadership in decision-making.

Identifies trends, gaps and opportunities across channels to optimise reach, engagement and overall communications effectiveness.

Collaborates with the media buyer to assess high-level ROI and provide data that supports adjustments to targeting, placements or creative.

Provides guidance on SEO best practices, including metadata and keyword use, and structured data, to ensure web content is discoverable, audience-focused and aligned with engagement goals.

Offers support on paid search and social advertising, including Google Ads and Meta Ads, and how these channels interact with organic channels (website, email, social) to optimize reach and engagement.

Collaboration & Continuous Improvement

Partners with content creators, media buyers and marketing staff to apply insights and recommendations, ensuring campaigns are optimised for audience engagement and community impact.

Provides input on the editorial calendar, providing expertise

📌 Job ID #32297: Channel Strategy Specialist (Canada)
🏢 City of Hamilton
📍 Canada