Content Strategist

RB Global Inc.; Burnaby; Hybrid; CAD 85,000 - 115,000; Full time

Job summary

RB Global Inc. in Burnaby, BC, is seeking a senior content strategist/copywriter who will own the master content library for all brands and guide AI-driven content production across campaigns, blogs, ads, social, email, and video scripts.

You will write directly for high‑priority content, build AI workflows, and ensure on‑brand messaging across multiple audiences while collaborating with Creative, Product Marketing, Sales, and Communications teams.

Qualifications

• Bachelor’s degree in a communications, English, marketing, advertising or journalism field.
• 5–7 years of professional copywriting or content strategy experience with hands-on writing skills and demonstrated experience directing AI tools as a primary production method across multiple content types; B2B, industrial, or marketplace backgrounds strongly preferred.
• Demonstrated hands‑on experience with AI writing tools (ChatGPT, Claude, or similar) - used for drafts, workflow design, and scalable content production.
• Proven experience maintaining messaging frameworks, brand narratives, or content libraries across multiple teams or business units.
• Experience supporting content needs across multiple functions (brand, blog, paid media, sales enablement) rather than a single content type.
• Proficiency with SEO tools (SEMrush, Ahrefs, Google Search Console) and understanding of GEO for AI-era discoverability.
• Strong project management and organizational skills; experience with tools such as Asana.
• Excellent verbal communication skills; comfortable prioritizing and triaging requests from multiple stakeholders.
• Experience with CMS platforms (WordPress, Highspot, or similar) and marketing automation tools (HubSpot or Salesforce Marketing Cloud) is a plus.
• Automotive, fleet, equipment auction, or B2B marketplace experience is a plus.
• Up to 25% travel may be required.

Responsibilities

• Maintain and serve as the source of truth for the master content library for RB Global and all of our brands including value propositions, brand narratives, messaging frameworks, sector‑specific messaging… updating it as strategy, positioning, and market conditions shift.
• Write copy directly for high‑priority or nuanced content and use AI tools as the primary production method for higher‑volume or lower‑complexity content needs across the org: brand campaigns, blog posts, paid ads, social, email, video scripts, radio scripts, and executive comms.
• Build and maintain a prompt library and documented AI content workflows so any team can pull consistent, on‑brand output at speed.
• Write, review, and edit content - whether self‑authored or AI‑produced - for accuracy, tone, and channel fit before it ships, regardless of which team requested it.
• Translate technical and industry‑specific information into audience‑right messaging across industrial, commercial, agricultural, and financial sectors.
• Apply SEO and Generative Engine Optimization (GEO) best practices so content stays discoverable across traditional search and AI‑powered platforms.
• Act as a flexible content resource across Creative, Product Marketing, Sales Readiness, Corporate Communications, PR, Social Media, and our buyer and seller marketing teams, prioritizing requests and keeping messaging consistent wherever content is produced.
• Pilot and recommend new AI content tools and workflows to keep the org’s content production current and efficient.

Skills

Copywriting

AI content workflows

Brand messaging

SEO basics

Verbal communication

Project management

Cross-functional collaboration

Education

Bachelor's Degree in Communications/English/Marketing/Advertising/Journalism

Tools

ChatGPT

Claude

WordPress

Highspot

HubSpot

Salesforce Marketing Cloud

SEMrush

Ahrefs

Job description

Description

This role maintains RB Global and its brands’ master content library - value propositions, brand narratives, messaging frameworks - and keeps it current as the business evolves. This person is a strong writer first and uses that skill both to write directly when needed and to direct AI tools as the primary production method for content across the entire organization: brand campaigns, blog content, paid ads, social, email, video scripts, and more. The role combines hands‑on writing craft with AI fluency, applying judgment and editing to make sure content - whether self‑written or AI‑produced - is accurate, on‑brand, and effective for its channel and audience.

Qualifications

• Bachelor's Degree in Communications, English, Marketing, Advertising, or Journalism preferred.
• 5–7 years of professional copywriting or content strategy experience, with strong hands‑on writing skills and demonstrated experience directing AI tools as a primary production method across multiple content types; B2B, industrial, or marketplace backgrounds strongly preferred.
• Demonstrated, hands‑on experience with AI writing tools (ChatGPT, Claude, or similar) - used not just for drafts, but for workflow design, prompt engineering, and scalable content production.
• Proven experience maintaining messaging frameworks, brand narratives, or content libraries across multiple teams or business units.
• Experience supporting content needs across multiple functions (brand, blog, paid media, sales enablement) rather than a single content type.
• Proficiency with SEO tools (SEMrush, Ahrefs, Google Search Console) and understanding of Generative Engine Optimization (GEO) for AI‑era discoverability.
• Strong project management and organizational skills; experience with tools such as Asana.
• Excellent verbal communication skills; comfortable prioritizing and triaging requests from multiple stakeholders.
• Experience with CMS platforms (WordPress, Highspot, or similar) and marketing automation tools (HubSpot or Salesforce Marketing Cloud) is a plus.
• Automotive, fleet, equipment auction, or B2B marketplace experience is a plus.
• Up to 25% travel may be required.

Responsibilities

• Maintain and serve as the source of truth for the master content library for RB Global and all of our brands including value propositions, brand narratives, messaging frameworks, sector‑specific messaging… updating it as strategy, positioning, and market conditions shift.
• Write copy directly for high‑priority or nuanced content and use AI tools as the primary production method for higher‑volume or lower‑complexity content needs across the org: brand campaigns, blog posts, paid ads, social, email, video scripts, radio scripts, and executive comms.
• Build and maintain a prompt library and documented AI content workflows so any team can pull consistent, on‑brand output at speed.
• Write, review, and edit content - whether self‑authored or AI‑produced - for accuracy, tone, and channel fit before it ships, regardless of which team requested it.
• Translate technical and industry‑specific information into audience‑right messaging across industrial, commercial, agricultural, and financial sectors.
• Apply SEO and Generative Engine Optimization (GEO) best practices so content stays discoverable across traditional search and AI‑powered platforms.
• Act as a flexible content resource across Creative, Product Marketing, Sales Readiness, Corporate Communications, PR, Social Media, and our buyer and seller marketing teams, prioritizing requests and keeping messaging consistent wherever content is produced.
• Pilot and recommend new AI content tools and workflows to keep the org’s content production current and efficient.

Employer

RB Global (NYSE: RBA)

RB Global (NYSE: RBA) (TSX: RBA) is a leading, omnichannel marketplace that provides value‑added insights, services and transaction solutions for buyers and sellers of commercial assets and vehicles worldwide. Through its auction sites in 13 countries and digital platform, RB Global serves customers in more than 170 countries across a variety of asset classes, including automotive, commercial transportation, construction, government surplus, lifting and material handling, energy, mining and agriculture.

The company’s marketplace brands include Ritchie Bros., the world’s largest auctioneer of commercial assets and vehicles offering online bidding, and IAA, a leading global digital marketplace connecting vehicle buyers and sellers. RB Global’s portfolio of brands also includes Rouse Services, which provides a complete end‑to‑end asset management, data‑driven intelligence and performance benchmarking system; SmartEquip, an innovative technology platform that supports customers’ management of the equipment lifecycle and integrates parts procurement with both OEMs and dealers; Xcira, a leader in live simulcast auction technologies; and Veritread, an online marketplace for heavy haul transport.

Recruiting Organization

As a global company, our corporate teams support billions of dollars in equipment sales every year.

In joining our corporate services teams, you will be ensuring the business runs smoothly in your respective verticals and supporting the overall business to achieve our core objectives.

Every day your work will make a difference in the way we run our business and the in the way customers interact with us.

EEO Information

Ritchie Bros. is an equal opportunity employer and ensures nondiscrimination in all activities in accordance with all applicable laws. This position is open to all qualified applicants who are legally entitled to work in the country in which this job is located. Candidate selection is made by Talent Acquisition. Only electronic applications can be accepted.