Director of Content Strategy

About Us

G Adventures is the world’s largest small-group adventure travel company and we’ve been making epic travel memories happen on all seven continents for over 30 years. Our mission is simple: to change lives through travel. Since day one, our tours have been built to establish meaningful relationships with local communities, directly benefiting the people and places we visit at every step of our tours. With the demand for travel coming back strong, we are set up and excited for this next chapter in our company’s story.

About the Role:

We are seeking a dynamic and innovative Director of Content Strategy to lead our content initiatives across all channels. This role will be pivotal in shaping our brand narrative and driving engagement with our target audiences. The ideal candidate will possess a deep understanding of content marketing, community engagement, and be able to derive insights from tourism trends. This role will work collaboratively with cross-functional teams to deliver compelling content strategies that achieve measurable results.

What You'll Be Doing:

Content Strategy Development

• Develop and implement a comprehensive content strategy that aligns with the company’s mission and business objectives.
• Identify key themes, topics, and messaging that resonate with our target audience and reflect the unique aspects of community tourism.

Cross-Functional Collaboration

• Collaborate with PR, communications, and go-to-market teams to ensure cohesive messaging and branding across all channels.
• Work closely with the marketing team to integrate content strategies into broader marketing campaigns and initiatives.
• Support Leader in internal storytelling - campaign performance, impact, results.

Content Creation and Management

• Oversee the creation of high-quality, engaging content across various formats, including blog posts, social media, newsletters, videos, and more.
• Establish guidelines and best practices for content creation, ensuring consistency in tone, style, and branding.

Performance Measurement and Optimization

• Utilize analytics tools to track content performance and audience engagement, making data-driven decisions to optimize content strategies.
• Set KPIs and benchmarks to measure the success of content initiatives and report on results to stakeholders.

Community and Partner Engagement

• Foster relationships with local communities, influencers, and partners to get best in class content for use in our owned channels.

Metrics to Evaluate Content Strategy Success

Engagement Metrics

• Social Media Engagement: Likes, shares, comments, and overall interaction rates on social media platforms.
• Website Engagement: Average time spent on pages, bounce rates, and pages per session to gauge user interaction with the content.

Traffic Metrics

• Website Traffic: Total visits, unique visitors, and referral traffic from various sources.
• Organic Search Traffic: Number of visitors from search engines, indicating the effectiveness of SEO strategies.

Conversion Metrics

• Lead Generation: Number of leads generated through content.
• Booking Conversions: Percentage of website visitors who complete a booking or inquiry linked to content efforts.

Content Performance Metrics

• Top-Performing Content: Identification of content driving the most traffic and engagement.
• Content Shares: Number of times content is shared, indicating its reach and resonance.

Audience Growth Metrics

• Follower Growth: Increase in followers and subscribers.
• Community Engagement: Participation rates in community events promoted through content.

Brand Awareness Metrics

• Brand Mentions: Count of brand mentions across various platforms.
• Sentiment Analysis: Overall sentiment of discussions about the brand.

Customer Feedback

• Surveys and Polls: Feedback on content relevance and quality.
• Net Promoter Score (NPS): Measures customer loyalty based on content interactions.

Return on Investment (ROI)

• Cost per Acquisition (CPA): Evaluates cost-effectiveness in acquiring new customers.
• Revenue Generated: Tracks revenue directly attributed to content-driven campaigns.

Desired Skills & Experience

• Proven experience in content strategy within the tourism or travel industry.
• Strong understanding of community engagement and relationship building.
• Content creation expertise across various formats.
• Analytical skills with proficiency in analytics tools.
• SEO knowledge to drive organic traffic.
• Experience in cross-functional collaboration.
• Project management skills with a focus on quality.
• Creative thinking to develop engaging content ideas.
• Leadership experience with team management capabilities.
• Audience understanding for effective content tailoring.
• Passion for sustainable tourism.
• Adaptability to emerging trends and market conditions.

What do we offer you?

• Competitive salary commensurate with the role
• Competitive benefits package
• Birthday day off
• Vacation time to recharge
• Enhanced Parental Leave
• Learning and growth opportunities
• Employee Resource Groups

Applicable based on location

G Adventures is an equal opportunity employer committed to fostering a diverse and inclusive work environment. We consider all qualified applicants.