Coast2Coast First Aid & Aquatics Inc.
Location: Toronto, Ontario — Hybrid
Job Type: Full-time, Permanent
Salary: $65,000–$95,000 per year, depending on experience
About Coast2Coast
Coast2Coast First Aid & Aquatics Inc. is the leading provider of safety programs such as First Aid, CPR/AED, BLS and other safety courses across Canada with nearly 40 locations across North America.
Our website is a critical part of our business. It supports customers across Canada and plays a major role in our marketing, and customer acquisition.
Our current website is primarily built on WordPress, using a WordPress theme with custom website updates, templates, content pages, landing pages, and ongoing SEO and marketing changes.
As the website has grown across many locations in Canada and the United States, maintenance has become more complex. We are experiencing speed, performance, mobile responsiveness, layout consistency, and technical maintenance challenges.
We are looking for an experienced, hands-on Web Developer & Website Optimization Specialist who can take ownership of our existing WordPress website and help make it faster, cleaner, more reliable, easier to maintain, and better optimized for users, SEO, and marketing performance.
Important: This role is primarily focused on WordPress website development, maintenance, troubleshooting, speed optimization, responsive design, HTML, CSS, JavaScript, PHP, and technical website ownership.
This is not mainly a React app role.
This is not mainly a backend software engineering role.
This is not a role for someone who only waits for tickets.
This is not a role where you will spend months building one isolated feature.
The majority of this role is hands-on work improving and maintaining our current high-traffic WordPress website.
What You'll Own
You will become the primary technical owner responsible for the day-to-day health and development of our website.
Your responsibilities will include:
- Maintaining and improving our existing WordPress website
- Working with WordPress themes, templates, plugins, custom code, and page structures
- Editing and improving HTML, CSS, JavaScript, and PHP where needed
- Implementing new website pages, templates, location pages, campaign pages, and landing pages
- Converting design or HTML concepts into clean, production-ready WordPress website pages
- Reviewing and improving AI-generated HTML, CSS, JavaScript, PHP, or website code before it reaches production
- Identifying and fixing desktop, tablet, and mobile responsive issues
- Troubleshooting WordPress bugs, plugin conflicts, layout issues, performance issues, and technical problems
- Improving website speed, Core Web Vitals, and overall performance
- Improving page load speed on a large, content-heavy, location-based website
- Implementing technical and on-page SEO changes requested by our SEO team
- Working with the marketing team to launch campaigns, landing pages, and website improvements quickly
- Maintaining consistent styling, layout, and functionality across many pages and locations
- Testing changes across devices, browsers, and screen sizes
- Identifying broken pages, visual inconsistencies, outdated layouts, and recurring technical issues proactively
- Improving existing code and website structure instead of continuously adding patches and workarounds
- Maintaining clean, organized, and documented code where possible
- Managing development, staging, and production workflows
- Using version control where applicable and maintaining appropriate backups and rollback processes
- Investigating website issues and determining root causes rather than simply applying temporary fixes
- Recommending improvements to our website architecture, WordPress setup, theme structure, plugins, performance, development processes, and technical stack
- Helping establish better QA and deployment processes
- Monitoring the technical health of the website and proactively bringing problems and opportunities to management
What We're Really Looking For
We're not looking for someone who simply waits for a list of tickets.
We want someone who can take ownership.
If you notice that a page doesn't work properly on mobile, we want you to investigate it.
If a new design is technically inefficient, we want you to tell us.
We are looking for someone who can own the technical health of our website.
If a page does not work properly on mobile, we want you to investigate it.
If the website is slow, we want you to identify what is causing the issue and recommend practical fixes.
If a WordPress plugin, theme setting, script, or CSS conflict is creating recurring problems, we want you to find the root cause.
If a new design is technically inefficient, we want you to say so and suggest a better implementation.
If our team provides AI-generated code that can be improved, we want you to improve it rather than blindly publishing it.
If there is a better or faster way to accomplish something, we want you to recommend it.
You will have considerable independence, but you will also be accountable for the quality, reliability, speed, and maintainability of your work.
Required Skills
You should have strong practical experience with:
- WordPress development and maintenance
- PHP, especially in WordPress or PHP-based websites
- HTML5
- CSS3
- JavaScript
- Responsive and mobile-first web development
- Editing and troubleshooting WordPress themes, templates, plugins, and custom code
- Working with existing WordPress websites and codebases
- Website debugging and troubleshooting
- Cross-browser compatibility
- WordPress performance optimization
- Website speed optimization
- Core Web Vitals
- PageSpeed Insights, Lighthouse, Chrome DevTools, or similar performance/debugging tools
- Basic technical SEO concepts
- Implementing SEO recommendations without unintentionally damaging existing rankings, URLs, redirects, tracking, or functionality
- Development, staging, and production workflows
- Backups and rollback processes
- QA and testing before deployment
You should also be comfortable learning and working within our existing WordPress environment rather than expecting the website to be rebuilt using your preferred technologies.
Preferred Experience
The strongest candidates will have experience with:
- Large WordPress websites
- Multi-location websites
- High-traffic marketing websites
- Lead-generation websites
- WordPress speed and performance optimization
- WordPress plugin troubleshooting
- WordPress theme customization
- Custom PHP within WordPress
- Landing page implementation
- Technical SEO implementation
- Website accessibility and usability improvements
- Google Search Console
- Google Analytics
- Tag Manager or tracking implementation
- Working with SEO and marketing teams
- Working with designers and content creators
- Agency, e-commerce, education, training, healthcare, or service-business websites
API, Automation, and App Development Assets
Most of this role is focused on our WordPress website.
However, additional technical skills are valuable because Coast2Coast also uses internal systems, automation workflows, and AI-assisted app development.
The following are assets, but not replacements for strong WordPress/PHP website experience:
- API integration experience
- Experience working with booking software APIs or third-party data sources
- Experience connecting data between websites, booking systems, CRMs, spreadsheets, or internal tools
- n8n or other workflow automation experience
- Firebase experience
- Firebase Studio experience
- Next.js or React experience
- Node.js or TypeScript experience
- Experience maintaining or improving internal web apps
- Experience reviewing AI-generated app code
- Experience with Gemini, ChatGPT, Cursor, Claude, GitHub Copilot, or similar AI development tools
We currently use AI tools, including Gemini and Firebase Studio, to help build internal apps.
Firebase Studio commonly produces and edits real app codebases, often using frameworks such as Next.js or React, rather than simply producing JSON files. Familiarity with Firebase, Next.js, React, and AI-assisted development is helpful, especially for supporting internal app projects, but the main priority for this role remains our WordPress website.
AI-Assisted Development
Our team actively uses AI tools to accelerate website and app development.
You should be comfortable using modern AI development tools where they improve productivity.
However, we are specifically hiring a developer because we need someone who understands the underlying technology.
You should be capable of reviewing, debugging, improving, and validating AI-generated code rather than relying on AI output without understanding what it does.
We are interested in using AI to make a strong developer significantly more productive — not replacing technical judgment.
SEO & Marketing Experience
You do not need to be an SEO specialist.
However, because you will work closely with our SEO and marketing teams, familiarity with the following is valuable:
- Technical SEO
- Page speed
- Core Web Vitals
- Metadata and structured page content
- Schema / structured data
- Internal linking
- Redirects
- Indexation and crawlability
- Conversion-focused landing pages
- Analytics and tracking implementation
- Google Search Console
- Google Analytics
- Google Tag Manager
- SEO-safe website updates
What Success Looks Like
Within your first several months, we expect to see:
- Faster turnaround on WordPress website changes
- Improved website speed and performance
- Better Core Web Vitals
- Fewer mobile and responsive issues
- Fewer recurring WordPress bugs
- Better QA before changes go live
- Cleaner and more maintainable website implementations
- Less developer-related work falling on the SEO team
- Faster implementation of marketing and SEO initiatives
- More proactive identification of website problems
- Better consistency across location pages and landing pages
- Better management of website technical debt
- Clear technical ownership of the website
Ultimately, we want our website to feel like it has an owner.
Who You’ll Work With
You’ll work closely with:
- Company leadership
- SEO specialists
- Marketing team members
- Designers and content creators
- Operations team members
- External technical partners when required
You’ll help bridge the gap between marketing ideas and technically sound WordPress implementation.
The Person We’re Looking For
You’ll probably enjoy this position if you:
- Like taking ownership of things
- Are highly comfortable working in WordPress
- Are comfortable with PHP, HTML, CSS, and JavaScript
- Notice details other people miss
- Are comfortable troubleshooting independently
- Can explain technical issues clearly to non-technical people
- Prefer solving the underlying problem rather than applying temporary fixes
- Work quickly without sacrificing quality
- Are organized and dependable
- Are comfortable working directly with company leadership
- Can prioritize when several website requests arrive simultaneously
- Enjoy continuously improving an existing website
- Are curious about new development and AI tools
- Can work within an existing website instead of wanting to rebuild everything from scratch
- Don’t need someone constantly telling you what to do next
Experience
We care more about demonstrated ability than a specific degree.
Ideally, you have:
- 3+ years of professional web development experience
- Strong WordPress development and maintenance experience
- PHP experience, especially in WordPress or PHP-based websites
- Strong HTML, CSS, and JavaScript experience
- Experience maintaining and improving an established commercial website
- Experience implementing responsive designs
- Experience improving website speed and performance
- Experience working with marketing or SEO teams
- Experience troubleshooting production website issues
Agency experience, e-commerce experience, education/training experience, or experience working on high-traffic lead-generation websites is an asset.
Compensation
$65,000–$95,000 per year, depending on experience and demonstrated ability.
We are willing to pay toward the upper end of the range for someone who can independently take ownership of the WordPress website and consistently deliver high-quality work.
Work Arrangement
This is a Toronto-based hybrid position connected to our Thornhill office.
We believe some development work benefits from focused independent time, while regular in-person collaboration with our marketing and leadership teams helps us move faster.
Specific in-office expectations will be discussed during the interview process.
Ability to commute or relocate:
Thornhill, ON L4J 2L1: reliably commute or plan to relocate before starting work is required.
How to Apply
Please submit your resume along with examples of websites or web projects you have personally worked on.
For each example, briefly explain:
- What you personally built, fixed, optimized, or were responsible for
- Whether the project involved WordPress, PHP, HTML, CSS, JavaScript, or another stack
- What technologies you used
- A technical problem you encountered and how you solved it
- Any performance, mobile, SEO, or maintenance improvements you made
Please also answer the following questions:
1. Describe your experience working with WordPress and PHP.
2. Our current website is a large WordPress website with many location pages, speed issues, mobile layout inconsistencies, duplicated CSS, and frequent small bugs after marketing updates. What would you investigate first, and how would you approach improving the website without disrupting traffic or SEO?
3. What AI coding tools do you currently use, and give one example of when you would not trust AI-generated code without additional review or testing.
4. Do you have experience working with APIs, automation tools such as n8n, Firebase, Firebase Studio, Next.js, or React? If yes, briefly describe your experience.
We are much more interested in how you think and solve problems than in receiving a generic application.
Benefits
- Casual dress
- Dental care
- On-site parking
- Paid time off
- Store discount
Experience
Professional web development: 3 years required
WordPress development: strongly preferred
PHP: strongly preferred
Work Location
Hybrid remote in Thornhill, ON L4J 2L1
Pay: From $85,000.00 per year
Benefits:
- Casual dress
- Dental care
- On-site parking
- Paid time off
- Store discount
Ability to commute/relocate:
- Thornhill, ON L4J 2L1: reliably commute or plan to relocate before starting work (required)
Application question(s):
- 8. Do you have experience with API integrations, automation tools such as n8n, Firebase, Firebase Studio, React, or Next.js? If yes, briefly describe.
Experience:
- professional web development: 3 years (required)
- hands-on WordPress development & maintenance: 3 years (required)
Work Location: Hybrid remote in Thornhill, ON L4J 2L1
