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Director, Public Relations

Director, Public Relations

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Birks. Pure Delight.

Established since 1879, Birks is a luxury jewellery store whose reputation is built on quality, exclusivity, unique design and excellence in service. We pride ourselves in offering meaningful experiences and in building intimate relationships with each and every one of our clients.


As Director- Public Relations, for the Birks Head office based out of either Montreal or Toronto, you will get to embody our belief in the promise of a brighter tomorrow through each interaction. As such, you will get to work in a highly motivated team that values excellence, hard work and team work.



Are you our hidden gem?

Under the general direction of the Vice President Birks Brand and Chief Marketing Officer, the Public Relations Director is responsible for external communications and all PR activities for the Company.  He / she will ensure that Birks Group is maximizing its public relations and media opportunities in a manner that is consistent with the Company’s Strategic Plan and is responsible for special events and all communications related to the media. He / she will also oversee the Company’s various corporate communications activities, including speaking opportunities as well as national sponsorship programs.


To do so, the Public Relations Director will be expected to…


  • Lead the development of Birks Group public relations strategies and programs, including (but are not limited to) store openings, new product introductions, national and local sponsorships, business/corporate announcements and press conferences
  • Plans and manages special promotions projects and organizes company and in-store special events in partnership with the Director of Co-op Marketing & Events
  • Develops and manages the Company’s Public Relations activities calendar and budget, including content published on the Company’s web sites and social platforms
  • Plans and organizes all special events related to Public Relations (such as press preview of new collections, sponsorships including TIFF and the Governor General Performing Arts Awards, etc.)
  • Liaises (as needed) with Public Relations agencies in main markets to ensure that the strategies and programs are effectively implemented
  • Develops and maintains the Company’s backgrounder and other general company information (i.e. Senior Management Biographies)
  • Collaborates with the Director, Digital Marketing & E-Commerce on developing content for the Company’s social platforms and web sites
  • Develops and writes speeches for Members of Senior Management in the context of sponsorships, various events and speaking opportunities
  • Serves as the primary contact for the media and stylists for all news releases and inquiries; determines the best internal contact for the subject on hand
  • Briefs individuals who act as spokespeople with the media
  • Manages all jewelry loan requests
  • Generates product publicity in print publications, TV and digital channels for Birks and for Mayors
  • Is the designated spokesperson for product placement purposes
  • Evaluates and manages press coverage; delivers a monthly report with full coverage analysis (traditional & digital)
  • Co-ordinates and communicates with other departments (such as Retail Operations, Advertising, Loss Prevention, Legal, Product Development, etc.) to ensure the smooth execution of the events
    Develops, plans, organizes and implements standard procedures and formats for media & sponsorship events (i.e., invitations, catering, gifts, communications, etc.) and ensures adherence to these standards
  • Manages and coordinates all requests for sponsorships and donations (internally and externally) according to Company policy
    Prepares annual sponsorship and donation reports
  • Manages the sponsorships and donation budget

Our ideal candidate has…


  • Bachelor’s degree in Communications, Marketing, or a related field


  • 5-7 years in public relations with strong focus on corporate communications, preferably in a related industry (e.g. retail, luxury goods, fashion, etc.)


  • Excellent verbal and written communication skills
  • Creativity
  • Extremely efficient
  • Initiative and high energy
  • Strong organizational skills
  • Excellent interpersonal skills
  • Quick learner
  • Ability to manage a project from start to completion
  • Highly organized with the ability to plan and manage the details of a project
  • Poise and composure under pressure
  • Excellent computer skills, Microsoft Word, Excel, Power Point, Internet
  • Team spirit
  • Innovative thinking
  • Good network of media contacts, especially in Canada
  • Bilingual: French and English (spoken/written)



Our promise of delight

In return for your commitment to excellence, we offer…

  • Competitive earnings, including commissions and bonuses
  • Social benefits
  • Wellness program
  • Award and recognition programs
  • Innovative and unique training programs
  • Employee discounts

At Birks, you will find a management team that truly cares about your professional growth. You will be empowered to be yourself, in order to offer excellent customer service and to create an experience that will build long-lasting client relationships.


Come join us at Birks, and let your true self shine!

Are you the gem we are looking for?