Director, Culture & Creator Content
Come make your difference in communities across Canada, where authenticity, trust and making connections is valued – as we shape the future of Canadian retail, together. Our unique position as one of the country's largest employers, coupled with our commitment to positively impact the lives of all Canadians, provides our colleagues a range of opportunities and experiences to help Canadians Live Life Well®.
At Loblaw Companies Limited, we succeed through collaboration and commitment and set a high bar for ourselves and those around us. Whether you are just starting your career, re-entering the workforce, or looking for a new job, this is where you belong.
As Director, Culture & Creator Content, you will lead how our brands show up in culture, shifting from an always-on, campaign-led model to a dynamic, insight-driven content engine that drives relevance, engagement, and brand love at scale.
This role sits at the intersection of creative, culture, and creators, owning the systems, standards, and output that power social across Loblaw’s portfolio of brands.
What You’ll Do
Lead Creative Direction & Operating Model
Own the creative and content vision for social across the enterprise
Lead with an ownership mentality, taking accountability for both the work and the systems that enable teams to succeed
Define and evolve creative standards, guardrails, and quality benchmarks across all content
Build and optimize the creative operating model, enabling teams to move faster with clarity and autonomy
Ensure all work ladders up to brand, business, and performance objectives
Manage and analyze monthly budget variance reports, providing actionable recommendations to senior management to maximize efficiency
Collaborate with department head to forecast quarterly expenses and allocate resources for new initiatives
Drive Culture-Led Content
Lead the shift toward in-culture, agile content that responds to real-time moments
Translate audience, community, and performance signals into actionable creative direction
Champion platform-native storytelling that reflects each brand’s voice and role in culture
Oversee Creative Execution at Scale
Ensure excellence across both campaign and always-on editorial content
Set expectations, workflows, and escalation paths to maintain quality and speed
Partner with internal teams and external production partners to elevate output
Lead the Creator & Influencer Ecosystem
Own the development and execution of the creator and influencer content strategy
Build scalable frameworks that balance brand equity and performance
Oversee agency and partner relationships, including SOWs, output quality and measurement
Build & Lead High-Performing Teams
Lead and mentor a multidisciplinary team of creative and content leaders
Drive clarity in roles, responsibilities, and workflows across pods
Foster a culture of test-and-learn, collaboration, and continuous improvement
What You Bring
10+ years in creative, content, or social leadership roles
Proven experience leading high-performing creative teams at scale
Deep understanding of social platforms, measurement, content trends, and cultural relevance
Experience building or evolving operating models, workflows, or content systems
Strong ability to translate insights into clear creative direction
Experience working with creators/influencers and managing partner ecosystems
Exceptional stakeholder management across cross-functional teams
5+ years in managing complex budgets and operations
What Makes You Stand Out
You think in systems, not just outputs
You balance creative ambition with operational rigor
You’re as comfortable in real-time culture as you are in long-term planning
You push for better—and bring teams with you
How Success is Measured
Improvement in engagement rate and content performance
Growth in audience and community health
Delivery of high-quality creative at speed and scale
Strong creator performance and partnerships
Team effectiveness, clarity, and engagement
Why This Role Matters
Social is one of the most powerful drivers of brand perception and customer connection today.
This role will define how we:
Show up in culture in meaningful ways
Build content people actually want to engage with
Turn creativity into measurable business impact
If you’re excited about building the future of social—not just managing it—we’d love to hear from you.
Our commitment to Sustainability and Social Impact is an essential part of the way we do business, and we focus our attention on areas where we can have the greatest impact. Our approach to sustainability and social impact is based on three pillars – Environment, Sourcing and Community – and we are constantly looking for ways to demonstrate leadership in these important areas. Our CORE Values – Care, Ownership, Respect and Excellence – guide all our decision-making and come to life through our Blue Culture. We offer our colleagues progressive careers, comprehensive training, flexibility, and other competitive benefits – these are some of the many reasons why we are one of Canada’s Top Employers, Canada’s Best Diversity Employers, Canada’s Greenest Employers & Canada’s Top Employers for Young People.
If you are unsure whether your experience matches every requirement above, we encourage you to apply anyway. We are looking for varied perspectives which include diverse experiences that we can add to our team.
We have a long-standing focus on diversity, equity and inclusion because we know it will make our company a better place to work and shop. We are committed to creating accessible environments for our colleagues, candidates and customers. Requests for accommodation due to a disability (which may be visible or invisible, temporary or permanent) can be made at any stage of application and employment. We encourage candidates to make their accommodation needs known so that we can provide equitable opportunities.
Please Note:
Candidates who are 18 years or older are required to complete a criminal background check. Details will be provided through the application process.
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