Senior Manager, Creator & Social

Overview

Senior Manager, Creator & Social Jobs in Toronto, Ontario, Canada at Wingstop Canada (JPK Capital)

Title: Senior Manager, Creator & Social

Company: Wingstop Canada (JPK Capital)

Location: Toronto, Ontario, Canada

About the Role

At Wingstop, we’re not just in the business of chicken — we’re in the business of flavour and culture. With 20 stores open today and Alberta expansion on the horizon, we’re building something ambitious: a creator and influencer program that makes Wingstop one of the most culturally relevant brands in Canadian QSR.

We’re looking for the person to build it. This is a builder’s role, not a maintainer’s. You’ll architect our content creator and influencer strategy from the ground up — defining who we partner with, how we work with them, and what success looks like. You’ll work alongside our Brand Activation Coordinator and our Marketing Coordinator & Content Creator, but the program itself is yours to design and own.

A few things to be upfront about: the budget starts small. The mandate is to prove the model works with the right micro and mid-tier partners, then earn the case for scale. If you want a big budget to spend on big names from day one, this isn’t the role. If you want to build something from a blank page and own how it grows, read on. Everyone here wears multiple hats, and the role will evolve as the business grows.

What You’ll Own

Build the Creator Program (80%)

Strategy & Program Design

• Define Wingstop Canada’s creator strategy from the ground up — point of view, tiers, partnership models, and how creator work integrates with the broader marketing engine
• Establish the criteria, processes, and tools that make the program repeatable and scalable as we expand into Alberta and beyond
• Own the program budget: forecast spend, allocate across always-on and tentpole activity, and report on return
• Develop the measurement framework: what we track, what good looks like, and how we use insights to sharpen future decisions

Partner Identification & Relationship Management

• Identify on-brand creators, artists, and DJs across music, sports, fashion, food, and internet culture — with a deliberate focus on micro and mid-tier talent we can grow alongside
• Build a tiered roster that supports always-on presence and tentpole moments, prioritizing partners early in their trajectory over established names
• Own creator relationships end-to-end: first outreach, ongoing communication, repeat collaborations, and the long-term partnerships that compound over time

Briefing & Execution

• Write creator briefs that are clear on objective and brand voice but leave room for authentic creative expression — this is a real craft and a meaningful filter for this role
• Lead negotiations on deliverables, usage rights, exclusivity, and fees within budget
• Manage contracts, product seeding, shipping/gifting logistics, timelines, and content approvals
• Own brand safety: vet partners thoroughly, establish the standards, and lead the response when something goes sideways

Paid Creator Strategy

• Own the paid creator strategy end-to-end, including creator whitelisting and partner-led paid social
• Partner with the broader marketing team to ensure paid creator activity integrates with the rest of the media mix
• Build the test-and-learn framework that proves which partners and formats deserve amplification

Campaigns, Launches & Local Activations

• Bring creators into flavour launches, product drops, and cultural moments as part of integrated 360° campaigns
• Identify and engage local creators to drive buzz and foot traffic around new store openings and regional activations
• Coordinate on-the-ground content capture and event attendance

Performance, Insights & Internal Storytelling

• Run the program with a prove-it-then-scale-it mindset: every partner and format earns its way to deeper investment through measurable performance
• Report on creator performance across always-on and campaign activity, against clear objectives
• Make the program legible internally — share wins, surface learnings, and build belief across the marketing team, operations, and franchise network so the program earns the resources to grow

Social Media Ownership (20%)

• Lead social strategy across all channels, with the content calendar and planning under your ownership
• Partner with the Marketing Coordinator on reactive content
• Own social reporting and analytics

Who You Are

• A builder, not just an operator. You’ve stood up a program, a process, or a function before — not just executed within one. You’re energized by ambiguity and blank pages.
• ROI-driven. You think in tests, signals, and proof points. You’d rather start with three partners and prove the model than spread budget across twenty and hope something works.
• Culturally fluent. You have a point of view on what’s cool, and you can defend it. Deep knowledge of music, sports, fashion, food, and internet culture.
• Talent-spotter. You can identify creators early — before they’re obvious — and you have instincts for who’s worth investing in for the long haul.
• Commercially sharp. You understand creator economics, what things should cost, what usage rights are worth, and how to negotiate without burning relationships.
• A strong writer. Briefs, captions, creator comms — the writing is the work. You have tone and judgment.
• Action-oriented. You follow through without being chased. You surface progress proactively, flag risks early with a plan, and own outcomes rather than tasks.
• Bold and decisive. You take swings and have a clear point of view. You’re comfortable being wrong sometimes in service of being interesting.

Qualifications

Required

• 5–8 years in influencer marketing, social media, or creator partnerships — with demonstrated experience designing or substantially reshaping a program, not just executing within an established one
• Direct experience managing creator relationships end-to-end: sourcing, briefing, negotiating, contracting, and reporting
• Hands-on experience working with micro and mid-tier creators, including identifying talent early
• Experience running paid creator activity, including whitelisting and partner-led paid social
• Track record of measuring creator performance against objectives and using insights to drive program decisions
• Strong portfolio of creator-led work you can walk us through, including the brief, the partner choice, and what you learned
• Sharp copywriting with a clear voice — briefs, captions, and creator comms
• Deep, current understanding of TikTok, Instagram, and emerging platforms, including what makes content travel
• Track record at a brand or agency where taste and cultural relevance are competitive advantages — streetwear, lifestyle, music, fashion, beauty, DTC, hospitality, or a genuinely fresh take on QSR/fast-casual

Nice to have

• You create content yourself and understand the craft from the inside — not as a side hustle, but enough to have empathy for what you’re asking partners to do
• Existing network of creator relationships you’d bring with you
• Experience developing creator-led mini-series, recurring formats, or other longer-form content IP with partners
• Experience scaling a program across multiple markets or regions

Work Location & Travel

• Toronto-based hybrid — 4 days in office, WFH Fridays
• 20–30% travel across Canada

Salary: $105,000-$120,000 +10-15% bonus and benefits

Wingstop Canada provides equal opportunities for everyone that works for us and everyone that applies to join our team, without regard to sex or gender, gender identity, gender expression, age, race, religious creed, colour, national origin, ancestry, pregnancy, physical or mental disability, medical condition, genetic information, marital status, sexual orientation.

We’re committed to inclusive and accessible employment practices. If you require accommodation during the recruitment process, please let us know. We’ll work with you to ensure your needs are met.