Meet Stephanie Hurst: The “Integrator” Leading Citizen Relations Canada into its Next Chapter

Global PR powerhouse Citizen Relations has officially welcomed Stephanie Hurst as its new President, Canada. Based in the Toronto office, Stephanie joins the executive leadership team to oversee the agency’s flourishing Canadian operations and drive a 360-degree integrated growth strategy.

A seasoned marketing and advertising veteran, Stephanie’s career has spanned both the client and agency sides, from leading the Dove brand at Unilever Canada to serving as CEO of creative agency john st. and marketing consultancy theturnlab. 

We sat down with Stephanie to chat about her marketing leadership philosophy, why reputation is the only currency that matters, and why she’s excited to be the “plus sign” in the Citizen equation.

Q&A with Stephanie Hurst

You’ve had a storied career across major brands like Unilever and top-tier creative agencies. What was it about Citizen Relations that made you want to call it your new home?

Stephanie: I’ve spent my career moving between the agency world and the client side, which has given me a 360-degree view of the marketing landscape. Earned is here to stay, and Citizen has been leading that charge for a while now.  In this era where consumers are increasingly skilled at ignoring paid ads, it’s fair to say media can buy attention, but it doesn’t buy trust. Citizen understands that reputation isn’t just a department; it’s a strategy that drives business. I was also deeply impressed by the agency’s “Agency of the Future” investments—specifically how we blend creativity with data to stay ahead of the curve.

You’ve been part of some iconic cultural moments, including bringing Dove’s ‘Campaign for Real Beauty’ to Canada. How does that foundational brand-building experience shape your approach today?

Stephanie: My years in advertising agencies gave me a foundation in brand building and craft, while Unilever taught me the “business of brands”—specifically the rigor of P&L management. My “sweet spot” is helping brands navigate change by combining empathy and business understanding. It’s about connecting the dots across a business to unlock growth

You describe yourself as an “integrator.” Can you tell us more about that leadership philosophy?

Stephanie: Every leader says they want to mobilize talented people, but I see my role specifically as being the “plus sign” in the equation 1 + 1 = 3. I’m not always the person coming up with the brand-new idea in a brainstorm; instead, my strength lies in making other people’s ideas better and spotting the disconnects. I want to ensure every team’s brilliance is fully realized by working in the same direction.

What do you see as the biggest gap in the marketing and communications industry right now?

Stephanie: Siloed thinking. Frequently, reputation and corporate comms sit in a different spot than brand building. To me, brand perception is based entirely on the experience a consumer has with it—it cannot be disconnected. Citizen is uniquely positioned to bridge this gap because we operate at both the corporate and consumer levels, remaining data-focused and business-minded. In fact, Citizen is doubling down on reputation as a tangible business asset because we recognize that PR’s true power lies not in managing the media, but in managing integrity.

For brands looking at their current strategy, what are the indicators that they are “ready” for a partnership with Citizen?

Stephanie: It’s usually when they realize that “just buying attention” isn’t working as hard as it used to. If a brand is frustrated that its marketing spend isn’t translating into long-term trust or authority, they’re ready for the work we do. As we look toward the future of brand communications, reputation is emerging as a brand’s most undervalued performance asset; one that creates a “Trust Premium” that lowers customer acquisition costs and accelerates every other marketing investment. Consumers now discover brands through search engine authority and the reputation shared by friends and social media—we help brands build that ecosystem of trust.

What does a “win” look like for you and your clients?

Stephanie: A win is moving beyond the role of a PR program purveyor to becoming a true partner in building and protecting reputation. My goal is for Citizen to be the first call—or better yet, the partner who identifies a business challenge or opportunity before the phone even rings. 

You’ve been in the office for about a month. What has surprised you most about the team so far?

Stephanie: Despite the incredible success Citizen has enjoyed in Canada—like being on the Agency of the Year podium for three consecutive years—there is zero complacency. Everyone is incredibly curious, open, and driven to evolve. There’s an openness to working together differently that’s very infectious.

Finally, for a little fun, what fuels your “plus sign” energy outside of the office?

Stephanie: As my three children are now young adults, I now have time to develop my own interests again. Pickleball, any and all outdoor time, travel with my husband and my core group of girlfriends are all major passions for me right now. I’m also an “army brat” who attended 11 different schools before university, which probably explains my love of adaptability and change!