Director of Content Strategy

Director, Content Strategy

Job Type: Full Time

Location:

Toronto, Canada
Salary: $100 - $115k CAD + Performance Incentive

The Director, Content Strategy is responsible for transforming Goway’s content into a strategic growth engine. The role sits at the intersection of Brand and Digital Experience, ensuring content is shaped by business priorities, customer needs, performance insights, and high creative standards.

Reporting to the VP Marketing, this leader oversees content planning, editorial strategy, creative operations, and future DAM/CMS governance. The role will lead a multidisciplinary team of writers, designers, and a project management team.

This role is designed for a strategist who can also operationalize. The successful candidate will bring creative judgment, commercial accountability, data fluency, and the ability to build efficient systems.

• Develop and manage Goway-wide content strategy across B2C and B2B areas, including website, lifecycle/email, social, paid media, print, and partnerships

• Own editorial strategy and standards for all content
• Maintain a consistent and distinctive Goway voice across content types and channels
• Identify emerging content opportunities, traveler interests, advisor needs, and destination storytelling angles
• Balance brand storytelling with commercial impact

• Lead and develop a production team of copywriters, designers, and content managers
• Build efficient intake, briefing, production, review, approval, and publishing workflows
• Act as key approval point for all content
• Drive efficient content output through prioritization, templates, and process improvements
• Create clear standards for briefs, creative direction, feedback, quality control, and content governance

• Partner with Digital Experience to understand content demand signals, audience behavior, search performance, campaign needs, and lifecycle gaps
• Define content KPIs and reporting rhythms that evaluate reach, engagement, conversion support, retention value, and operational output
• Use performance data to optimize existing content and inform future content planning
• Ensure content strategy is commercially accountable while maintaining strong editorial and creative standards

• Help shape future DAM and CMS processes, governance, metadata, and content lifecycle management
• Create systems that make assets easier to find, reuse, update, retire, and measure
• Partner with Technology and Digital Experience on content operations requirements for major platform initiatives

• Significant experience in content strategy, editorial leadership, brand storytelling, content marketing, or a related discipline
• Proven ability to lead content planning and production across multiple channels, ideally including web, email/lifecycle, social, and paid media
• Experience leading cross-functional creative teams, including writers and designers
• Demonstrated ability to improve content operations through stronger intake, briefing, prioritization, review, approval, publishing, and reporting processes
• Experience using performance data, audience insights, SEO/search signals, campaign needs, or customer behavior to guide content decisions
• Experience in travel, tourism, publishing, media, lifestyle, or another content-rich category would be an asset

• Strong creative judgment with the ability to shape compelling, commercially effective content across channels and audiences
• Strategic thinker who can connect content planning to business goals, customer needs, and digital performance
• Comfortable balancing creative quality with commercial accountability, operational efficiency, and measurable outcomes
• Data-fluent and curious, with the ability to interpret performance signals and translate insights into sharper content decisions
• Highly organized operator who can build repeatable workflows, standards, templates, and governance systems for a high-volume content environment
• Collaborative leader who can partner effectively across Brand,…