Content Marketing Lead

Location: Burlington, ON (Hybrid)

Reports to: Director of Training and Development

Employment Type: Full-Time

About Safe Management Group (SMG)

Safe Management Group Inc. is a trusted leader in behavior management, de-escalation training, and specialized safety programs for organizations that support individuals with complex behavioral and mental health needs. We partner with developmental services providers, hospitals, educational institutions, community agencies, and government-funded organizations to create safer environments and improve outcomes for staff and clients alike.

We are expanding rapidly, and this new Account Executive role is a cornerstone of our growth strategy.

Position Summary

Safe Management Group (SMG) is expanding its Training Division and seeking a Content Marketing Lead to architect and execute our first dedicated content marketing function.

This is a builder role—ideal for a strategic, hands-on marketer from the training, healthcare, community services, or human services sector who thrives in an entrepreneurial environment.

The Content Marketing Lead plays a critical role in growing brand awareness, driving demand, and generating high-quality inbound leads from key sectors including community agencies, hospitals, education, developmental services, and government partners.

This role blends strategic thinking, compelling storytelling, digital marketing, and data-driven optimization to position SMG as a leader in evidence-informed behavioral training.

Collaborating closely with the COO, Director of Training & Development, and Account Executive, this leader ensures all content is aligned with organizational priorities, strengthens SMG’s credibility, and supports business development initiatives across Ontario and Canada.

Key Responsibilities

Content & Campaign Strategy

• Build and execute SMG’s first comprehensive content strategy aligned with growth objectives and priority markets.
• Develop and maintain a robust catalogue of sales and marketing assets (presentations, one-pagers, program descriptions, capability decks).
• Produce high-quality written, visual, and digital content including blog posts, case studies, email campaigns, video scripts, infographics, and social content.
• Own and manage the editorial calendar, ensuring consistent, evidence-based, brand-aligned messaging.
• Update and optimize website content to improve SEO, clarity, and conversion.

Lead Generation & Nurture

• Build CRM-based campaigns and automated nurture sequences to support the sales funnel.
• Monitor and analyze campaign performance (traffic, engagement, conversions) and revise tactics using an improvement mindset.
• Work with the Account Executive to align messaging, support follow-up, and reinforce key value propositions.

Brand Positioning

• Create thought leadership content that highlights SMG’s expertise in behavioral, developmental, and safety training.
• Support webinars, conference presentations, events, and media outreach with strong content and messaging.
• Monitor and report on emerging sector trends and recommend new formats, platforms, and channels to advance SMG’s presence.

Cross-Functional Collaboration

• Partner with the COO and Account Executive to align content efforts with sales objectives and organizational priorities.
• Contribute to strategic business development conversations, providing market insights and audience intelligence.
• Support internal communications initiatives, helping ensure organizational alignment.
• Manage external vendors, freelancers, or creative contributors when required.

Measures of Success

• Growth in marketing-sourced and marketing-influenced leads.
• Improved digital engagement metrics (traffic, CTR, social growth, conversions).
• Increased brand visibility and share of voice within priority sectors.
• Timely delivery and quality of assets supporting both sales and training teams.
• Adoption and success of new content programs, campaigns, and thought leadership initiatives.

Candidate Profile

Education & Experience

• Bachelor’s degree in Marketing, Communications, Journalism, or related field.
• 5–7 years of experience in content marketing, communications, digital strategy, or demand generation.
• Experience in training, healthcare, human services, developmental services, or related mission-driven sectors (strong asset).
• Demonstrated ability to build content systems, processes, and assets from the ground up.

Skills & Competencies

• Exceptional storytelling, writing, and editing abilities; experience simplifying complex or evidence-based subject matter.
• Strong understanding of SEO, analytics, CRM/CMS tools, and content performance measurement.
• Proven ability to plan and execute integrated campaigns that generate measurable leads.
• Entrepreneurial, proactive mindset; thrives in a “builder” role with minimal legacy structure.
• Strong organizational and project management skills; able to juggle multiple priorities and meet deadlines.
• Collaborative approach with comfort working cross-functionally.
• Creative thinker with a strategic lens and commitment to service excellence.
• Ability to travel within Ontario as needed.

Compensation

• Base Salary: $75,000–$80,000
• Bonus: Up to 10% based on performance (lead generation, engagement metrics, campaign execution)