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, an eye for photography, editorial judgment, and the ability to deliver creative excellence in a fast-moving, entrepreneurial environment.

Mandate

Lead the development and execution of B&R’s content strategy across the traveller journey, aligning cross-functional teams around clear messaging, storytelling priorities, and content plans.

Deliver compelling, on-brand content that strengthens B&R’s storytelling, supports traveller engagement and inquiry growth, and ensures consistent voice and quality across butterfield.com, email, and campaign touchpoints.

Act as the creative and strategic content partner to Growth, Brand, Sales, and Digital Experience—providing copy, messaging frameworks, and storytelling support that inspires action.

This Position has the following 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

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 the development of copy and creative messaging for CRM and lifecycle email journeys
• Partner with the Digital Growth Marketing Manager to align lifecycle content to funnel priorities and traveller needs
• Provide content for nurture sequences, triggered campaigns, and traveller communications
• Collaborate with the CRM Manager to ensure email creative is delivered in the right format for accurate build, personalization, and deployment
• Ensure lifecycle communications feel personal, premium, and aligned with B&R’s brand voice

Editorial Calendar & Content Operations

• Maintain an editorial calendar aligned to marketing campaigns and business priorities
• Coordinate content production workflows across internal teams and freelancers
• Manage content reviews, approvals, and delivery timelines

Organic Content & Social Media Leadership

• Own B&R’s organic content strategy across blog/editorial storytelling and organic social channels
• Lead the development of content pillars and storytelling themes across platforms
• Directly manage and mentor the Social Media Specialist
• Define organic social priorities, publishing cadence, and engagement approach
• Ensure blog and social storytelling align with campaign priorities, brand voice, and traveller engagement goals

Campaign & Cross-Channel Storytelling

• Collaborate with the Brand Manager on integrated campaign narratives and asset needs
• Support cross-channel storytelling across web, email, social, and print touchpoints
• Contribute to creative briefs and campaign messaging frameworks

Content Performance & Optimization Support

• Monitor engagement and performance signals (web, email, content metrics)
• Translate insights into iterative improvements to messaging and storytelling
• Support Growth experiments through content testing and refinement

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 priorities (strategy owned by Growth)
• Comfort managing freelancers or creative partners in a lean environment

CORE SKILLS

• Strong understanding of digital writing and storytelling , with proven experience applying on-page SEO best practices.
• Sharp editorial judgment and ability to pair compelling copy with strong visual assets , including travel photography, graphics, or video.
• Ability to prioritize and manage multiple projects simultaneously in a fast-moving, lean organization.
• Creative thinker with an entrepreneurial, collaborative, and solutions-oriented mindset .
• Strong command of English grammar, syntax, and style, with attention to detail and consistency.
• Comfortable using data and analytics to inform content decisions and measure performance.
• Knowledge of luxury travel, tourism, hospitality, or premium lifestyle sectors is an asset.
• Passionate about crafting content that inspires and converts , balancing creativity with business objectives.

Butterfield & Robinson is an equal opportunity employer committed to fostering a diverse, inclusive, and accessible workplace. We welcome and encourage applications from individuals of all backgrounds, including those of diverse races, colours, religions, genders, gender identities, sexual orientations, ages, national origins, citizenships, and disabilities. Accommodations are available upon request for candidates participating in all aspects of the recruitment and selection process.

Compensation:

Base Salary Range: $75,000-$85,000 CAD

Existing vacancy

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

employment@butterfield.com

70 Bond Street, Ste. 300, Toronto, ON, CANADA

www.butterfield.com