VP, Creator Marketing (CPG/Food & Beverage)

Job description

Edelman is a voice synonymous with trust, reimagining a future where the currency of communication is action. Our culture thrives on three promises: boldness is possibility, empathy is progress, and curiosity is momentum. At Edelman, we understand diversity, equity, inclusion and belonging (DEIB) transform our colleagues, our company, our clients, and our communities. We are in relentless pursuit of an equitable and inspiring workplace that is respectful of all, reflects and represents the world in which we live, and fosters trust, collaboration and belonging. We’re looking for a Vice President, Creator Marketing – Brand to lead and grow our Creator Marketing business in Canada, with a primary focus on consumer brands, including CPG, Food & Beverage and other lifestyle-driven categories, while contributing to the strategic expansion of our Creator Marketing offering across North America. Reporting into the Head of Creator, North America, this role is ideal for a senior creator marketing leader who understands how creators shape culture, influence consumer behavior, and build brand relevance. You will combine strategic client leadership, deep creator expertise, cultural fluency, and commercial acumen to develop programs that earn attention and deliver measurable business outcomes. As a key leader within Edelman’s North American Creator Marketing practice, you’ll oversee a significant portfolio of Brand clients, lead high-performing teams, and partner closely with integrated, regional, and global stakeholders to deliver best-in-class creator solutions. You’ll also play a critical role in new business development, thought leadership, capability building, and identifying new opportunities for brands to participate meaningfully in creator-led culture. KEY RESPONSIBILITIES Lead a portfolio of Brand clients in Canada, with particular focus on CPG, Food & Beverage and consumer-facing categories, delivering strategic, insight-led creator marketing programs that drive brand and business impact. Serve as a senior strategic advisor to clients, building trusted relationships and helping senior marketers navigate the rapidly evolving creator and social landscape. Develop creator strategies rooted in consumer insight, culture, audience behavior and brand objectives, translating those strategies into breakthrough creative and creator-led programs. Oversee the development and execution of integrated creator campaigns spanning social, digital, experiential, earned media, commerce and paid amplification. Identify opportunities for brands to move beyond transactional influencer partnerships toward long-term creator relationships, communities, cultural platforms and creator-led brand building. Contribute to the growth and evolution of Edelman’s Creator Marketing business across Canada and North America, including new offerings, capabilities and revenue streams. Partner with the Head of Creator, North America and cross-regional leaders to align strategy, standards, innovation and best practices across markets. Collaborate closely with Strategy, Creative, Earned, Social, Digital, Media and other integrated teams to embed creators throughout the broader communications and marketing mix. Lead, mentor and inspire high-performing teams, fostering a culture of collaboration, inclusion, creative ambition and excellence. Drive operational rigor, process improvement and best practices within the Creator Marketing discipline. Play a leadership role in new business development, including pitches, proposals, prospecting and organic account growth. Stay at the forefront of creator, platform, cultural and consumer trends, bringing forward emerging opportunities for clients and the broader business. WHO YOU ARE A proven creator marketing leader with a strong track record of building culturally relevant programs for major consumer brands. Deeply knowledgeable about CPG, Food & Beverage and/or adjacent consumer categories, with an understanding of how creators influence awareness, consideration, trial, loyalty and advocacy. A trusted senior client partner who listens deeply, challenges constructively and can translate business and brand challenges into compelling creator strategies. Culturally fluent, with a strong instinct for emerging creators, communities, platforms, formats and behaviors. Deeply knowledgeable about the creator ecosystem, including creator tiers, talent partnerships, contracting, usage rights, paid amplification, platform dynamics and measurement. A strategic builder who can identify and develop new services, capabilities and ways of working within Creator Marketing. Passionate about the intersection of creators, culture, creativity, commerce and emerging technology. A commercially minded leader who can spot opportunities, grow client relationships and help convert great work into sustainable business growth. A generous mentor and role model who invests in talent and develops the next generation of creator marketing leaders. Equally strategic and operational—you think big, execute flawlessly and sweat the details. An inclusive, collaborative leader who thrives in matrixed, fast-paced environments. Curious, future-focused and continuously learning. BASIC QUALIFICATIONS 10+ years of relevant experience in creator/influencer marketing, communications, social, digital marketing or related fields. Bachelor’s degree or equivalent work experience. PREFERRED QUALIFICATIONS Demonstrated success leading creator marketing strategies for major consumer brands, ideally within CPG, Food & Beverage and/or adjacent lifestyle categories. Agency and/or brand-side experience overseeing complex, integrated creator programs. Deep expertise in creator partnerships, content strategy, cultural strategy and ROI-driven campaign development. Strong understanding of creator-led brand building and the role creators can play across the consumer journey and broader marketing mix. Proven experience leading and developing high-performing teams, including multiple manager-level direct reports. Strong track record of growing business, including new business development and organic account expansion. Experience collaborating across regions or markets; North American or global experience is a plus. Demonstrated pulse on creator marketing trends, platform innovation, consumer culture and emerging talent. Exceptional verbal and written communication skills. $130,000 - $180,000 CAD per year #LI-IR1 We are dedicated to building a diverse, inclusive, and authentic workplace, so if you’re excited about this role but your experience doesn’t perfectly align with every qualification, we encourage you to apply anyway. You may be just the right candidate for this or other roles.