Montréal-based public relations firm Burson is expanding its influencer marketing capabilities with a newly created specialist role, reflecting the growing importance of this channel for brands in the beauty, retail, and consumer packaged goods (CPG) sectors. The position will operate within WPP Onefluence, a global network offering comprehensive influencer marketing expertise.
The demand for skilled influencer marketing professionals in the Greater Montréal Metropolitan Area is demonstrably strong. LinkedIn currently lists over 290 open positions in the field, ranging from Talent Managers to Campaign Execution Coordinators, and even Director-level roles. Indeed.com also shows active recruitment for influencer marketing roles, with Inner Circle Agency Inc. Specifically seeking senior professionals with 7+ years of experience.
Burson’s move underscores a broader industry trend. A recent report highlighted by Google News identifies top TikTok ad agencies specializing in scalable User Generated Content (UGC) and smart optimization, further illustrating the sophistication and investment occurring within the influencer space. This suggests a shift beyond simple brand endorsements towards more data-driven and strategically integrated campaigns.
The specialist will be responsible for identifying, vetting, and engaging influencers aligned with brand strategies, managing negotiations, project execution, and performance measurement. A key focus will be on both paid collaborations and long-term partnerships. Building and maintaining strong relationships within the Canadian influencer ecosystem is also a core requirement.
The role extends beyond simple outreach. The successful candidate will act as a trusted client advisor, managing day-to-day communication and contributing to the development of multi-platform influencer programs. Data analysis will be crucial, leveraging insights from platforms like Facebook, Instagram, TikTok, YouTube, and Pinterest to optimize campaigns and inform future recommendations. Experience with influencer identification and evaluation tools such as CreatorIQ and Traackr is considered a valuable asset.
Burson emphasizes the need for a strategic approach, integrating influencer marketing with broader public relations objectives. The position requires a strong understanding of the influencer marketing landscape, including emerging trends, platforms, and technologies within the Canadian market. Continuous monitoring of social conversations and influencer activity will be essential for identifying relevant partners and staying ahead of the curve.
The company is seeking candidates with a minimum of three years of experience in influencer marketing and project management, ideally within a PR, social, or digital agency. Existing relationships with Canadian influencers and agencies are highly desirable, along with a proven ability to forge authentic partnerships that deliver tangible results. The ability to interpret data from social media platforms to optimize campaigns is also critical.
Beyond technical skills, Burson highlights the importance of strong communication, organizational, and analytical abilities. The role demands the capacity to manage multiple priorities and a high volume of requests while maintaining a meticulous attention to detail and providing exceptional client service. Creativity and a solution-oriented mindset are also valued.
Burson’s offering includes a comprehensive benefits package, flexible work arrangements, and a collaborative work environment in a newly renovated, technology-focused office in downtown Montréal. The company emphasizes a culture of entrepreneurship, mentorship, and professional development, aiming to support employees in reaching their full potential.
The creation of this role reflects the increasing integration of influencer marketing into broader marketing strategies. As brands seek more authentic and engaging ways to connect with consumers, the demand for skilled professionals who can navigate the complexities of the influencer landscape will likely continue to grow. The emphasis on data-driven insights and long-term partnerships suggests a maturing of the influencer marketing industry, moving beyond superficial endorsements towards more strategic and measurable campaigns.
Rethink, a creative agency with a presence in Montréal, Vancouver, Toronto, and New York, exemplifies the broader trend of agencies expanding their capabilities to encompass influencer marketing as part of a full-service offering. Their focus on “work the world talks about” suggests a recognition of the power of influencer marketing to generate buzz and drive brand awareness.
Tourisme Montréal is actively promoting events and activities throughout February 2026, including celebrations of heated rivalries in hockey, Valentine’s Day events, and the LuminO winter light festival. These events could provide opportunities for influencer collaborations to promote tourism and local businesses.
