Rep Finder
Media buyers, stop wasting time trying to find the right sales rep? Turn to the Rep Finder and get connected to our database of the most up-to-date sales contacts fro Broadcast, OOH, Publishers, Social Networks and more from across Canada.On The Move Live takes you behind the scenes of Canada’s communications and PR industry, where professionals share candid stories of career highs, setbacks, and pivotal moments that shaped their paths. Discover the real journeys that don’t always make the headlines — but define the industry’s most interesting people.
For this edition of On The Move Live, we catch up with Jessica Weingarten, Director, Brand and Fundraising Communications at Heart & Stroke.
Some of the key points discussed:
- Engaging staff and getting their best
- Advice navigating corporate culture
- Keeping staff engaged and motivated
Who are you?
Jessica - I’m a strategic communicator who builds integrated campaigns that connect with people and deliver results.
As a teenager, my dream was to be a magazine editor. I ran a fashion blog in high school that I rarely shared but quietly used to land freelance writing, including for the dating site Lavalife’s lifestyle blog. I even scored the occasional PR package, which was thrilled me. This was way before most bloggers were paid for brand collaborations.
I entered journalism school just as the Canadian media landscape was shifting. Layoffs and publication closures were hitting the sector hard, and professors were candid about how tough the job market would be. That’s when I started thinking about what else I could do.
Like many millennial women, my first impression of PR came from TV: Samantha Jones and Kelly Cutrone. Once I realized the job involved more cold calls than cocktail parties, I still thought, “I can do this.” I could write. I thrived on relationships. I was a problem-solver.
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While completing my program, I started looking for internships to break into the industry. I worked for two public relations agencies, a fashion start-up and wrote freelance all before I graduated. I saw much greater value in this real-world experience than what I was learning in school.
Over the next seven years, I worked at PR agencies supporting clients across every sector imaginable — you name it, I did it. Banking, cookware, baby products, beauty and personal grooming, nonprofits, luxury furs…even a mustard brand. This taught me that strong foundational PR skills matter more than subject matter expertise and if you could learn a new line of business quickly, you could work in nearly any area.
Media relations and influencer strategy became my focus. I positioned myself as a go-to for both and regularly raised my hand for new projects and new business pitches. It paid off and helped me advance in my career.
What problem do you solve?
Jessica - I help keep my organization top-of-mind in a competitive industry and media landscape.
What is your superpower?
Jessica - Agency life gave me a client-service mindset that I still use today. I meet deadlines and exceed KPIs and while navigating the realities of different personalities, project dynamics and shifting priorities. I aim to be a trusted, collaborative partner who helps others meet their goals. That mindset has allowed me to meaningfully contribute to several projects that I might not have otherwise had exposure to, and it’s helped expand the role of PR within my organization.
How do you keep staff motivated and engaged in the work?
Jessica - I lead without hierarchy. Everyone brings something valuable to the table, regardless of title.
I also focus on transparency and share updates in real-time, including updates on campaign planning, goals for our organization or new projects coming down the pipeline. It helps my team feel looped in and gives them opportunities to raise their hand for work that excites them.
How can one shift from tactical thinking to a strategic mindset?
Jessica - My biggest piece of advice is to make yourself visible.
Get to know the people in your organization and don’t be afraid to say hello to senior people in the break room. If your company offers opportunities like monthly coffee chats with another team member, prioritize taking the time to take these calls/meetings — dig deeper into what this person’s role is and how they contribute to your organization’s goals. And don’t be afraid to get to know them on a more human level either!
When senior leadership invites the wider team to share updates, seize the chance to demonstrate your value. This could look like volunteering to present a short wrap report from a recent project at a team meeting or sharing a recent win (e.g., you secured a great media opportunity or booked in an influencer partner).
If they ever ask for volunteers to support with a new project, don’t be afraid to put your hand up. Be honest about what’s new to you — but pair it with curiosity and a willingness to learn. As a manager, I value curiosity over perfection. I’d rather hear, “I’ve never done this before, but I’m excited to try,” than “sorry, I don’t know how.”
If you’re invited to a brainstorm, come prepared with a few ideas and ensure you vocalize them during a discussion. There’s often a fear around not wanting to share ‘bad’ or ‘silly’ ideas, but the reality is that any thought-starter can spark a creative idea.
In a virtual work environment, turn your camera on during meetings, share measurable and meaningful insights during team update meetings, and ask thoughtful questions. It’s easy to fade into the background, especially if a few key players dominate the conversation, and this will help you stand out.
What unexpected job did you have growing up?
Jessica - In high school, I worked at a floral counter — which people often don’t know, but it clicks when they remember my love of plants and flowers.
