Focus Group Jobs in Quebec (NOW HIRING)

We are BLG: Canada's Law Firm. Our culture is one of vigilance and curiosity, Firm-wide collaboration, unfailing mutual respect and dedication. We pride ourselves on having standout talent and delivering an exceptional client experience.

Nous sommes BLG, vos avocats au Canada. Forts d'une culture alliant vigilance et curiosite, nous travaillons en collaboration a l'echelle du cabinet, animes d'un respect sans faille et d'un devouement de tous les instants. Nos ressources remarquables et notre experience client exceptionnelle font notre fierte.
We are a future-minded Firm delivering high-value advice and known for our unwavering commitment to innovation, diversity and inclusion, community involvement and talent development. Learn more about us at www.blg.com.

Resolument tournes vers l'avenir, nous offrons des conseils de grande valeur et nous distinguons par notre engagement indefectible envers l'innovation, la diversite et l'inclusion, la collectivite et le perfectionnement professionnel. Rendez-vous sur www.blg.com pour en savoir plus sur le cabinet.

Senior Specialist, Marketing and Communications (Social Media)

The Senior Specialist, Marketing and Communications is a hybrid communications and marketing role with two distinct areas of responsibility: legal focus and practice area marketing and communications strategy and social media channel leadership.
As a legal focus and practice area marketing and communications strategist, this role builds genuine relationships with practice and focus group leaders, lawyers and Business Development (BD) team members, developing a deep understanding of the firm's legal services, clients, markets and strategic priorities to develop tailored communications and marketing strategies and content across all channels.
As the firm's social media subject matter expert, this role develops the social media strategy, best practices, frameworks and playbooks that support the entire Marketing and Communications team to apply.
This is a role for someone who builds real relationships, understands the business of law and brings both communications discipline and marketing rigour to every initiative - not because they're asked to, but because that's how they work. If that excites you, this is your seat.

Success is measured through lead generation, brand awareness and social media performance - and through the relationships you build with lawyers and BD partners along the way. You're proactive, detail-oriented and accountable. You bring energy and you thrive in a dynamic, transparent environment where great work is recognized and ownership is real.

This role is replacing a current vacancy.

Practice and Focus Group: Strategy

Serve as the dedicated marketing and communications strategist to assigned practice and focus groups:

• Build and maintain deep working knowledge of assigned legal services, markets, client segments, competitive landscape and strategic priorities through active engagement with lawyers and BD team members
• Develop strong working relationships with lawyers and practice leaders, attending meetings, understanding business strategy and providing proactive communications and marketing counsel and identifying opportunities rather than waiting for requests
• Collaborate with aligned BD team members to receive business priorities, provide audience intelligence and channel performance data that informs targeting and positioning decisions, and align all marketing and communications activities with BD strategy
• Serve as a trusted advisor on integrated communications and marketing strategy - proactively identifying opportunities for campaigns, thought leadership and visibility for assigned groups
• Apply competitive intelligence, AI tools and data-driven thinking to strengthen communications and marketing effectiveness for assigned groups

Social Media: Strategy and Execution, Firm-wide Channel Leadership

For assigned practice and focus groups:

• Develop and execute bilingual social media communications and marketing strategies including paid LinkedIn advertising (hands-on Campaign Manager: audience targeting, budget management, A/B testing, performance optimization) and organic social across LinkedIn, Instagram and YouTube
• Coordinate with the Digital Marketing team on execution and distribution

Firm-wide channel leadership:

• Develops and owns the firm-wide social media strategy alongside the Senior Manager of Brand and Market Strategy.
• Develop and maintain social media best practices, playbooks, templates and training materials shared with all Marketing and Communications team members, who apply these independently to their own group work
• Lead the firm's employee social media advocacy program (Haiilo) strategy, lawyer onboarding, engagement approach and content distribution framework, coordinated with Digital Marketing for execution
• Stay ahead of platform changes and translate their strategic implications for the team.

Practice and Focus Group: Communications, Content Strategy and Campaign Development

• Design and execute bilingual, integrated communications and marketing campaigns for assigned groups, covering strategy, messaging, channel selection, budget allocation and success metrics
• Draft, edit and proof high, quality content across formats including social media, news releases, thought leadership, website pages, email campaigns and internal communications
• Manage event and webinar communications and promotion for assigned groups

Practice and Focus Group & Social Media: Performance Intelligence, Measurement and Collaboration

Analyze and apply campaign performance data to continuously improve strategy:

• Partner with Clients and Markets team to analyze campaign performance; provide BD team members with audience intelligence and campaign insights that inform business development strategy and targeting decisions
• Apply performance data to continuously improve strategy, audience targeting and campaign investment decisions; contribute to firm-wide analytics initiatives
• Document processes, track what works and share learnings with the team, contributing to a culture of continuous improvement and data-driven decision making
• Collaborate with Creative Services, Digital Marketing, Events, Internal Communications, Rankings and Awards and Linguistics teams to execute coordinated campaigns

Key Competencies

• Bachelor's degree in Communications, Marketing, Public Relations, Journalism or a related field
• Additional training or certification in digital marketing, social media or paid advertising is an asset
• 5-7 years of progressive experience in communications and marketing with demonstrated growth into strategic roles; hands-on social media strategy and paid social advertising experience in a B2B or professional services environment
• Experience managing LinkedIn advertising campaigns with measurable results; experience with employee advocacy platforms; experience as an embedded communications and marketing partner to business units or leadership teams
• LinkedIn Campaign Manager proficiency demonstrated through portfolio or work history
• Superior writing, editing and storytelling skills across all formats.
• Proven ability to develop and execute integrated communications and marketing strategies.
• Deep understanding of social media strategy across LinkedIn, Instagram and YouTube in a B2B context. Hands-on LinkedIn Campaign Manager proficiency (campaign setup, audience targeting, A/B testing, performance analytics).
• Experience managing social media community engagement including monitoring conversations, responding to comments and protecting brand reputation on social channels
• Experience managing or contributing to employee advocacy platforms.
• Ability to interpret performance data and translate insights into strategy.
• Competitive intelligence skills, researches the legal marketing landscape and applies insights to improve programs.
• Proactive, strategic mindset, generates ideas and identifies opportunities before they are requested.
• Proficiency with AI tools to improve content quality and campaign effectiveness.
• Strong relationship building skills with ability to influence senior stakeholders.
• Strong project management skills across multiple campaigns and deadlines
• Demonstrated curiosity about legal services and the ability to quickly develop working knowledge of practice areas, client segments and legal market dynamics

Preferred Job Specific Knowledge and Skills

• Google Analytics certification; Hootsuite or social media marketing certification
• Experience building social media programs at scale in a multi, office or national organization.
• Experience with and ability to provide direction to creative professionals for asset production.
• Knowledge of Canadian Press style
• Bilingual in English and French strongly preferred (written and spoken, to support bilingual campaigns in a national bilingual firm)

Specialiste principale, Marketing et communications (reseaux sociaux)

Les fonctions de specialiste principale, Marketing et communications s'articulent autour de deux axes distincts : d'une part, la mise en uvre d'une strategie reposant sur une perspective juridique et les domaines de pratique du cabinet, et, d'autre part, la gestion des reseaux sociaux.

La personne selectionnee sera appelee a etablir des relations de confiance avec les responsables des groupes de pratique et strategiques, les avocates et les membres de l'equipe Developpement des affaires, de meme qu'a acquerir une connaissance approfondie des services juridiques, des clients, des marches et des priorites du cabinet afin d'assurer une presence coherente sur tous les canaux.

En tant qu'experte des reseaux sociaux, le/la candidate retenue menera les initiatives en la matiere, en plus d'elaborer les pratiques optimales, les cadres de reference et les guides operationnels a ce sujet destines a ses collegues.

Ce poste s'adresse a une personne capable de nouer de veritables relations, qui comprend les aspects commerciaux du droit et qui apporte discipline et rigueur a chaque projet - non pas parce qu'on le lui demande, mais parce que c'est sa facon de travailler. Si vous vous reconnaissez, postulez!

Le succes dans ce poste se mesurera a la capacite de generer des pistes pour le cabinet, d'accroitre sa notoriete et de stimuler son rendement sur les reseaux sociaux, et de tisser des relations avec les avocates et les membres de l'equipe Developpement des affaires. Proactivite, minutie et responsabilisation sont les mots d'ordre. Vous trouverez votre place chez BLG si vous vous demarquez par votre ardeur et que vous aimez travailler dans un environnement dynamique et transparent ou l'excellence est recompensee et ou de reelles responsabilites sont confiees.

Vision strategique

S'occuper du marketing et des communications pour les groupes sous sa responsabilite :

• Acquerir et maintenir une connaissance approfondie des services juridiques offerts, des marches, des segments de clientele, du paysage concurrentiel et des priorites, grace a une collaboration etroite avec les avocates et l'equipe Developpement des affaires.
• Etablir des relations de travail solides avec les avocates et les responsables des groupes de pratique en participant a leurs reunions, en comprenant leurs objectifs commerciaux, en leur offrant des conseils proactifs et en prenant les devants pour ce qui est de cibler les occasions a saisir.
• Harmoniser ses activites avec celles de l'equipe Developpement des affaires, suivre les priorites de cette derniere et degager pour elle des donnees sur l'auditoire vise et le rendement des canaux de distribution qui eclaireront ses decisions de ciblage et de positionnement.
• Prodiguer des conseils avises dans son domaine d'expertise en ciblant de maniere proactive les occasions de campagnes promotionnelles, de leadership eclaire et de visibilite pour les groupes sous sa responsabilite.
• Mettre a profit la veille concurrentielle, les outils d'IA et une approche fondee sur les donnees pour renforcer l'efficacite des activites de marketing et de communication des groupes sous sa responsabilite.

Execution et leadership

Pour les groupes de pratique et strategiques qui lui ont ete assignes:

• Definir et mettre en uvre des strategies de marketing et de communication bilingues sur les reseaux sociaux, notamment en tirant parti de la publicite payante sur LinkedIn (Campaign Manager : ciblage d'audience, gestion de budget, tests A/B, optimisation du rendement) et de la portee du contenu organique sur LinkedIn, Instagram et YouTube.
• Coordonner la mise en uvre et la diffusion avec l'equipe Marketing numerique.

Pour ce qui touche les canaux de distribution a l'echelle du cabinet :

• Mettre sur pied et piloter la strategie globale entourant les reseaux sociaux, en collaboration avec la gestionnaire principale, Marque et strategie de marche.
• Elaborer et tenir a jour des pratiques optimales, des guides, des modeles et du materiel de formation sur les reseaux sociaux, puis les diffuser a l'ensemble des membres de son equipe pour qu'ils et elles les appliquent dans leur travail avec les groupes de pratique et strategiques sous leur responsabilite.
• Diriger la strategie du cabinet en ce qui concerne son outil de partage de contenu (Haiilo), la participation des avocates, l'engagement et la diffusion de contenu, le tout en collaboration avec l'equipe Marketing numerique pour l'execution.
• Rester au fait des changements apportes aux plateformes et expliquer leur incidence.

Communications, contenus et campagnes

• Concevoir et mettre en uvre des campagnes bilingues et integrees pour les groupes qui lui sont confies, en prenant en charge les aspects strategiques, le message, le choix des canaux, la repartition budgetaire et les indicateurs de rendement.
• Rediger et reviser des contenus de grande qualite et en faire la lecture d'epreuve, notamment les publications sur les reseaux sociaux, les communiques de presse, les articles de leadership eclaire, les pages Web, les campagnes par courriel ...