Overview

Butterfield & Robinson (B&R), a world leader in the luxury travel industry, has been creating award-winning trips around the world since 1966. B&R’s continued success depends upon harnessing its brand voice to maintain its place as a leader in active luxury travel.  The Digital & Content Strategist at B&R will be an individual who possesses a unique blend of creative storytelling and strategic thinking. In this role, you will get to use your analytical and strategic skills to guide the creation and delivery of effective content across all our digital channels –website, blogs, emails, itineraries and social media.

As a Performance Marketing Manager at Butterfield & Robinson, you will play a critical role in driving our digital advertising efforts and establishing foundational aspects of the organization's digital marketing strategy. You will be responsible for managing and optimizing digital campaigns across multiple channels, including Paid Social, Display, and Video.

Additionally, your role will involve working closely with the Director of Digital Experience to establish an effective reporting and attribution framework. You will be responsible for maintaining up-to-date reports and ensuring the accuracy of all metrics being reported. Your strategic insights, technical expertise, and analytical skills will help shape the digital presence and performance of B&R, providing value to the organization and its users.

This role collaborates closely with the Digital & Content Strategist for messaging, SEO integration, and creative alignment ensuring creative assets, messaging, and landing pages are aligned for campaign success. This role also works with the Social Media Specialist to ensure synergy between paid and organic social.

B&R is a lean, entrepreneurial organization. Success in this role requires adaptability, comfort with wearing multiple hats, and the ability to execute quickly without relying heavily on agency support. This is a hands-on role, that blends strategy with execution to lead a critical pillar of growth for the business. We are seeking a builder who thrives in an entrepreneurial setting and is motivated by the direct impact their work will have on B&R’s growth

This Position has the following responsibilities:

• Campaign Management: Develop, manage, and optimize digital advertising campaigns across various platforms, such as Google Ads (Search, Display, and YouTube), Meta Ads, LinkedIn Ads, and more.
• Paid Social Advertising: Plan and execute paid social media campaigns on platforms like Facebook, Instagram, and LinkedIn, optimizing for engagement, lead generation, and conversion.
• Display and Video Advertising: Oversee display and video advertising campaigns on platforms like Google Display Network and YouTube to enhance brand visibility and reach.
• Creative Effectiveness: work with Social Media Specialist and agency resourcing to maximize creative effectiveness.
• Performance Analysis and Reporting: Work closely with the Director of Digital Experience to establish a robust reporting framework. Monitor and analyze campaign performance using tools such as Google Analytics, Google Data Studio, Microsoft Excel, and Power BI ensuring regular updates to reports and validation of all reported metrics. Provide actionable insights and recommendations for optimization.
• Email Marketing: Collaborate with the CRM/Content teams on paid retargeting flows, while excluding nurture email management.
• Collaboration and Strategy Development: Work closely with the Director of Marketing and cross-functional teams to develop comprehensive digital marketing strategies that align with broader business goals.
• Continuous Optimization: Identify opportunities for improvement and implement A/B tests, audience segmentation, and other strategies to enhance campaign performance. Use understanding of SEO, personas, keyword research, information architecture, and usability best practices to plan out the right content opportunities.
• Set up and provide content performance reports for the team to review and assess.

The ideal candidate will have the following Experience and Qualifications:

• Bachelor’s degree in marketing, business, communications, or a related field
• 5+ years of experience in digital marketing with a focus on Paid Social, Display, and Video Advertising
• Proven experience optimizing campaign performance and maximizing ROI through data analysis and iteration
• Strong experience in Microsoft Excel and familiarity with Power BI or similar data visualization tools
• Google Ads Certification, Meta Blueprint Certification, or similar certifications are preferred
• Strong understanding of conversion rate optimization (CRO) and landing page optimization best practices
• Excellent leadership, communication, and critical thinking skills
• A passion for creating engaging and captivating marketing experiences

The ideal candidate will have the following Skills and Characteristics:

• Creative and independent thinker with sound judgment
• High attention to detail and a results-driven mindset
• Excellent written and verbal communication skills with the ability to interact with all levels of the business
• Ability to balance multiple priorities and deliver high-quality work while working independently
• A proactive approach to work with a demonstrated ability to take initiative
• Comfortable working in a fast-paced, dynamic environment with a passion for continuous learning and growth
• Strong organizational skills and the ability to maintain and validate complex reports and datasets
• An ability to work outside of regular work hours during high demand times
• Strong analytical and problem-solving abilities, particularly in interpreting digital marketing metrics and ensuring data accuracy

Butterfield & Robinson is an equal opportunity employer committed to creating a diverse and inclusive environment. We consider qualified applicants regardless of race, colour, religion, gender, national origin, sexual orientation, age, citizenship, disability, or gender identity. Accommodations are available on request for candidates taking part in all aspects of the selection process.

 

 

To apply, please send a cover letter and resume by email

to:   employment@butterfield.com