Content Manager
Reporting To : Director, Marketing
Location: Toronto, Canada
Term : Full-Time
Overview
About Butterfield & Robinson
For more than 60 years, Butterfield & Robinson (B&R) has been designing and delivering extraordinary active travel experiences for discerning travellers around the globe. Founded in Canada and proudly independent, B&R has built its reputation on blending adventure with luxury, pairing the world’s most inspiring destinations with unmatched hospitality, attention to detail, and cultural immersion. With a fiercely loyal traveller base and a growing market opportunity, B&R continues to lead the active luxury travel category with creativity, authenticity, and an irreverent spirit.
Why This Role Matters
B&R’s brand is built through storytelling and how we capture the spirit of our trips, communicate our expertise, and inspire travellers to take the next step. The Content Manager plays a central role in bringing B&R’s voice to life across channels, ensuring that every piece of content - from website journeys to lifecycle emails to campaign storytelling—feels premium, distinctive, and unmistakably B&R.
This is a hands-on role: equal parts creator and content leader. The Content Manager writes, edits, and shapes key brand narratives while also coordinating production workflows and supporting cross-functional partners in Growth, CRM, and Brand.
Position Overview
As Content Manager, you will own the development and execution of B&R’s content across the traveller journey. You will produce and steward high-quality copy and storytelling for butterfield.com, email campaigns, trip marketing assets, social, and key brand initiatives.
This role is also an important creative partner in lifecycle marketing: the Content Manager is responsible for generating the email content and messaging that powers nurture journeys and triggered communications.
Success requires exceptional writing, editorial judgment, and the ability to deliver creative excellence in a fast-moving, entrepreneurial environment,
along with the ability to leverage modern tools, including AI, to enhance both efficiency and output quality.
Responsibilities
Mandate:
- Lead the development and execution of B&R’s content strategy across the traveller journey
- Deliver compelling, on-brand content that drives engagement and inquiry growth
- Act as a creative and strategic partner across Growth, Brand, Sales, and Digital Experience
- Leverage AI-enabled tools thoughtfully to improve content development speed, consistency, and performance—while maintaining brand voice and editorial integrity
Key Responsibilities:
Brand Voice & Copywriting Leadership (Player-Coach)
- Write and edit high-impact copy for butterfield.com, email, and marketing campaigns
- Maintain and evolve B&R’s distinctive voice: premium, witty, knowledgeable, and inspiring
- Ensure consistency in tone and messaging across all traveller-facing touchpoints
- Utilize AI tools (e.g., for drafting, ideation, and optimization) to enhance productivity while applying strong editorial oversight
- Be a steward of data and analytics to help drive optimizations and decision making
Website Content Development
- Own content development for key website journeys, trip pages, and conversion touchpoints
- Partner with Growth to align content priorities to SEO and acquisition needs
CRM & Lifecycle Email Content Ownership
- Own development of copy and messaging for CRM and lifecycle journeys
- Align lifecycle content to funnel priorities and traveller needs
- Deliver content for nurture sequences, triggered campaigns, and traveller communications
- Ensure lifecycle communications feel personal, premium, and aligned with brand voice
Editorial Calendar & Content Operations
- Maintain an editorial calendar aligned to campaigns and business priorities
- Coordinate workflows across internal teams and freelancers
- Manage reviews, approvals, and delivery timelines
- Identify opportunities to streamline workflows through AI and automation tools
Organic Content & Social Media Leadership
- Own organic content strategy across blog/editorial and social channels
- Lead development of content pillars and storytelling themes
- Manage and mentor the Social Media Specialist
- Define publishing cadence and engagement strategy
Campaign & Cross-Channel Storytelling
- Collaborate on integrated campaign narratives and messaging frameworks
- Support storytelling across web, email, social, and print
Content Performance & Optimization
- Monitor engagement and performance metrics (web, email, campaign analytics)
- Translate data into actionable insights and content improvements
- Partner with Growth on experimentation and A/B testing
- Apply analytics and AI-assisted insights to continuously refine messaging and performance
Required Skills & Abilities
Core Skills
- Exceptional writing and storytelling ability with strong editorial judgment
- Strong understanding of digital content, SEO, and conversion-focused copywriting
- Proven ability to use data and analytics to inform content decisions
- Ability to provide concrete examples of how analytics have been used to improve content or campaign performance (e.g., increasing conversion rates, engagement, or lead quality)
- Ability to manage multiple projects in a fast-paced environment
- Creative, collaborative, and solutions-oriented mindset
- Strong attention to detail and command of English language and style
- Experience in luxury travel, hospitality, or premium lifestyle brands is an asset
Required Experience & Qualifications
Qualifications
- Bachelor’s degree in communications, marketing, journalism, or related field
- 5+ years experience in content marketing, copywriting, or editorial roles
- Proven ability to write for digital channels (web + email) in a premium consumer brand
- Experience working with SEO-informed content strategies
- Demonstrated experience using AI tools to support content development, optimization, or workflow efficiency
Additional Notes
Compensation:
Base Salary Range: $70,000-$90,000
Existing vacancy
How To Apply
To be considered, candidates must submit:
- Resume
- Cover letter
- Portfolio or writing samples demonstrating ability to produce high-quality, on-brand content across formats (web, email, editorial, or campaign work)
Please send your application to: www.butterfield.com
employment@butterfield.com
251 Queen’s Quay East, Toronto, ON, Canada