Director, Content Strategy
Job Type: Full Time
Location: Toronto, Canada
Salary: $100 - $115k CAD + Performance Incentive
Job purpose:
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.
What will be your key responsibilities?
Content Strategy
- Develop and manage Goway-wide content strategy across B2C and B2B areas, including website, lifecycle/email, social, paid media, print, and partnerships
Creative Leadership and Storytelling
- 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
Creative Operations and Team Leadership
- 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
Content Performance and Optimization
- 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
DAM, CMS and Content Governance
- 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
What are we looking for?
Experience:
- 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
Traits:
- 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, Digital Experience, Sales, Technology, and external contributors
- Clear communicator with strong briefing, feedback, prioritization, and stakeholder management skills
- Adaptable and future-focused, with an interest in AI-assisted workflows, content systems, DAM/CMS evolution, and continuous process improvement
What can you expect from Goway?
Imagine working for a company where your career feels like an adventure. At Goway, you’ll join a global community that supports one another:
- We offer a competitive salary accompanied by performance incentives, and we place real importance on time away from work, such as paid personal days for when life calls for them and your birthday off each year.
- Your future matters to us, so we match your RRSP contributions and provide comprehensive medical, dental, and vision coverage.
- Our commitment to professional growth means you’ll have access to continuous learning and industry-leading training that keeps you at the forefront of travel innovation.
- Travel is in our DNA, so you’ll enjoy exclusive perks and discounts on worldwide getaways.
- Since we operate across Toronto, Vancouver, Los Angeles, Manila, Sydney, and beyond, you’ll collaborate across cultures and shape a career path that reflects your ambitions.
- Goway is an equal-opportunity employer. We celebrate differences and are committed to fostering an inclusive workplace for everyone. We appreciate every applicant’s interest. Please be advised that only those selected for an interview will be contacted.
How to Apply:
If this role feels like your next step, click "Apply Now" to create your profile, upload your CV, and share a few details about yourself. Our talent team reviews every application, and if your experience aligns with our needs, we will reach out to set up the next step.
AI Screening Disclosure
To help us fairly and efficiently review applications, we use an automated screening process to assess responses to pre-determined questions. This initial step ensures all candidates are evaluated consistently. Qualified applicants will be reviewed by our recruitment team for further consideration.
Additional Notes
Goway Travel Ltd will retain applications, notifications, and records related to this posting for three years, reflecting our commitment to fair and equitable hiring practices.
Recruitment scams & fraud warning:
Please be aware of any suspicious emails or WhatsApp activity from individuals pretending to be recruiters or senior personnel at Goway Travel. We will never ask you to install an app during the recruitment process. If you receive a message of this nature, please ignore it and report it to Goway.
About Goway
Founded in Toronto in 1970 by Australian economist Bruce Hodge, Goway has evolved from a one-person dream into a family-owned global leader in tailor-made travel. With our headquarters in Toronto and hubs in Vancouver, Los Angeles, Sydney, and Manila, our team of over 700 talented employees designs travel experiences in more than 115 countries across all seven continents. We’re united by a passion for travel and are committed to doing the right thing: supporting diversity, equity, inclusion, and sustainable tourism that enriches local communities. Whether working remotely or side by side in one of our offices, we operate as one forward-thinking team, transforming wanderlust into life-changing adventures for our fellow Globetrotters. Discover more at goway.com.
