Digital Marketing Specialist

Explore Worldwide | B Corp™; Toronto; Hybrid; CAD 72,000 - 88,000; Full time

Job summary

Explore Worldwide | B Corp™ is seeking a North American SEO lead based in Toronto. You will evolve our SEO and GEO strategy, localize content, and collaborate with global teams to improve organic visibility across NA sites.

You will drive content ideas with copywriters, optimize pages for search intent, and explore Generative Engine Optimization as part of a broader digital strategy.

Qualifications

• A strong understanding of SEO and know how to turn keyword research, search performance, and competitor insights into meaningful action.
• Experience of getting into the details of a website, auditing existing content, identifying opportunities, and methodically working through improvements.
• An understanding that effective localization is about creating relevant experiences for the audience, considering search intent, language, customer needs, and market trends.
• A curiosity about the changing search landscape and how GEO and AI-powered search are changing the way people discover brands and content.
• Ability to balance data with creativity, use insights to uncover new content opportunities and work collaboratively with copywriters to turn ideas into engaging, high-performing content.
• A collaborative and proactive team player who communicates effectively and builds strong working relationships across teams, departments, and time zones.
• Familiarity with the US and Canadian markets, and understands how to tailor digital strategies to a North American audience.

Responsibilities

• SEO & organic growth - own and continuously improve the SEO performance of our North American websites, using keyword research, search data, and competitor insights to identify opportunities that drive qualified organic traffic.
• Website localization & optimization - audit, prioritize, and optimize existing website pages to ensure content is relevant to our audiences, aligned with search intent, and following SEO best practices.
• Content strategy - identify content gaps and new search opportunities, working closely with the content team to develop and optimize landing pages, destination content, guides, and blog posts.
• GEO & search evolution - help shape our approach to Generative Engine Optimization, ensuring our content is structured, authoritative, and discoverable as search behaviour evolves across traditional and AI-powered platforms.
• Performance & insights - monitor organic performance using tools such as Google Search Console, Google Analytics, and Semrush, translating data into clear priorities and actionable recommendations.
• Global collaboration - work closely with our global SEO, content, and web teams to share insights, align priorities, and ensure regional activity supports our wider brand and digital strategy.
• A strong understanding of SEO and know how to turn keyword research, search performance, and competitor insights into meaningful action.
• Experience of getting into the details of a website, auditing existing content, identifying opportunities, and methodically working through improvements.
• An understanding that effective localization is about creating relevant experiences for the audience, considering search intent, language, customer needs, and market trends.
• A curiosity about the changing search landscape and how GEO and AI-powered search are changing the way people discover brands and content.
• Ability to balance data with creativity, use insights to uncover new content opportunities and work collaboratively with copywriters to turn ideas into engaging, high-performing content.
• A collaborative and proactive team player who communicates effectively and builds strong working relationships across teams, departments, and time zones.
• Familiarity with the US and Canadian markets, and understands how to tailor digital strategies to a North American audience.

Skills

SEO expertise

Keyword research

Content localization

Content strategy

GEO & AI-powered search

Analytics & insights

Cross-functional collaboration

North America market knowledge

Job description

Explore is an adventure travel expert focused on sustainable, small group holidays which create stories to tell for a lifetime. From classic group tours and family adventures, to walking, wildlife and cycling trips. With around 100 countries to choose from, our customers explore the world with us. Join us on our journey, creating extraordinary travel experiences for all.

Sustainability has always been at the heart of what we do, as has the ethos of continual improvement. A trusted brand – B Corp certified and a Feefo Platinum Service Award holder, we pride ourselves on doing the right thing, by our people, our customers, and the planet. In a complicated world that’s full of potential, we strive to be better than yesterday.

We put people at the heart of everything we do and are proud of the extensive benefits we offer.

This role is based in Toronto with 2 days per week in the office. This is a full-time position, however work life balance is important to us and so we are open to discussion on flexible working patterns (minimum 4 days per week).

Salary: $80,000 p.a. + bonus

Fixed term contract until 30 November 2027 (maternity cover)

About The Role

You’ll take a leading role in evolving the SEO and GEO strategy for our North American websites. You’ll dive straight into our existing content, identifying opportunities to improve and localize pages, strengthen organic performance, and ensure our websites are built around how our audiences are searching and discovering travel. You’ll work closely with our copywriter to turn search insights into engaging content, from optimizing existing pages to identifying entirely new topics, landing pages, and stories that can grow our visibility across traditional and AI-powered search.

You’ll own our regional approach while working closely with our global SEO, content, and web teams to stay aligned with the wider Explore brand and strategy. This role is ideal for someone who loves understanding how people search, uncovering new opportunities, and turning those insights into content that drives meaningful organic growth.

Key Responsibilities

• SEO & organic growth - own and continuously improve the SEO performance of our North American websites, using keyword research, search data, and competitor insights to identify opportunities that drive qualified organic traffic.
• Website localization & optimization - audit, prioritize, and optimize existing website pages to ensure content is relevant to our audiences, aligned with search intent, and following SEO best practices.
• Content strategy - identify content gaps and new search opportunities, working closely with the content team to develop and optimize landing pages, destination content, guides, and blog posts.
• GEO & search evolution - help shape our approach to Generative Engine Optimization, ensuring our content is structured, authoritative, and discoverable as search behaviour evolves across traditional and AI-powered platforms.
• Performance & insights - monitor organic performance using tools such as Google Search Console, Google Analytics, and Semrush, translating data into clear priorities and actionable recommendations.
• Global collaboration - work closely with our global SEO, content, and web teams to share insights, align priorities, and ensure regional activity supports our wider brand and digital strategy.

• A strong understanding of SEO and know how to turn keyword research, search performance, and competitor insights into meaningful action.
• Experience of getting into the details of a website, auditing existing content, identifying opportunities, and methodically working through improvements.
• An understanding that effective localization is about creating relevant experiences for the audience, considering search intent, language, customer needs, and market trends.
• A curiosity about the changing search landscape and how GEO and AI-powered search are changing the way people discover brands and content.
• Ability to balance data with creativity, use insights to uncover new content opportunities and work collaboratively with copywriters to turn ideas into engaging, high-performing content.
• A collaborative and proactive team player who communicates effectively and builds strong working relationships across teams, departments, and time zones.
• Familiarity with the US and Canadian markets, and understands how to tailor digital strategies to a North American audience.

We aim to be better than yesterday and our values will be close to your heart.

Diversity is to be celebrated. Life would be dreary, and change would be slow, if we all thought the same way. We challenge our ideas, each other, and our business partners - always with respect and kindness.

Explore is part of Hotelplan Group, a well-established and diverse family of specialist tour operators, with a long tradition of developing and operating market-leading experiences. The family comprises ski, walking and Lapland holidays with Inghams and Santa’s Lapland; adventure travel with Explore; and self-guided holidays with Inntravel. Sustainability and responsible tourism is at the core of everything we do, and should be a passion for everyone employed by the group.

Explore is a global adventure travel company with 40 years’ experience in providing exciting and authentic travel experiences. With over 350 trips in around 100 countries, Explore’s expertly crafted itineraries combined with award-winning tour leaders, small group sizes and a commitment to responsible travel ensure unforgettable travel experiences in extraordinary destinations. Whether it’s wildlife, culture, walking and trekking, a polar voyage, cycling or a family adventure, our trips will give you once-in-a-lifetime experiences, every day.