Director, Content Marketing

Viral Nation; Toronto; On-site; CAD 120,000 - 140,000; Full time

Job summary

Viral Nation in Toronto, Ontario is seeking a Director, Content Marketing to shape vision and strategy for content initiatives and build a revenue-driven content engine.

You will own end-to-end content, from editorial direction and SEO to distribution, brand governance, and performance reporting, converting content into a measurable pipeline across B2B and B2C audiences.

Qualifications

• 7+ years in content marketing or related field.
• Experience owning content as a lead-generation channel.
• Proven ability to drive measurable pipeline with content.

Responsibilities

• Translate business objectives into a long-term content strategy and editorial calendar linked to pipelines.
• Design content-to-conversion pathways, gated assets, and CTAs with demand-gen partners.
• Lead content calendar with stakeholders, aligning to campaigns and industry moments.
• Build and mentor writers, editors, designers, and freelancers.

Skills

Content strategy

Team leadership

SEO

Analytics (GA4)

Marketing automation

HubSpot

Content distribution

Influencer marketing

Education

Bachelor's degree in Marketing/Communications/Journalism/English/Business

Tools

Ahrefs

Semrush

GA4

HubSpot

Job description

Director, Content Marketing

The Director, Content Marketing will craft the vision, strategy, and direction for Viral Nation's content initiatives and build a high‑performing, revenue‑focused content function that operates as an engine for demand and lead generation. Reporting to the VP, Lead Generation, this role owns content strategy and execution end‑to‑end from editorial vision and SEO to distribution, brand governance, and performance reporting with a mandate to convert content into measurable pipeline across B2B and B2C audiences.

Responsibilities

• Translate complex business objectives into a cohesive, long‑term content strategy and editorial calendar tied to demand‑generation and pipeline goals across the full funnel (awareness, consideration, conversion, retention).
• Design content‑to‑conversion pathways, gated assets, nurture tracks, landing pages, and CTAs that capture, qualify, and advance leads in partnership with the demand‑gen team.
• Manage the content calendar with executive stakeholders, mapped to campaigns, launches, and industry moments, with clear funnel‑stage intent for every asset.
• Lead competitive and industry research to inform a differentiated, forward‑looking content approach.
• Build, manage, and mentor a high‑performing team of writers, editors, designers, and social specialists, plus a scalable freelance/agency bench.
• Establish repeatable systems, workflows, and AI‑assisted processes that deliver quality content at the speed and volume a social‑first agency demands.
• Define, instrument, and own the content KPIs that matter to lead gen: traffic‑to‑lead conversion, MQL/SQL volume, pipeline influenced and sourced, cost‑per‑lead, engagement‑to‑conversion rates, and content‑assisted revenue and ROI.
• Build the tracking and attribution framework UTMs, conversion events, multi‑touch attribution with marketing ops/RevOps, ensuring content performance is visible in the CRM and marketing automation stack (e.g., HubSpot).
• Run a continuous test‑and‑optimize cycle (A/B testing headlines, formats, CTAs, offers) and reallocate effort toward what generates the most qualified demand.
• Oversee the creation of high‑impact, SEO‑optimized content that drives organic acquisition, thought leadership, and brand authority built to rank and to convert.
• Optimize all content in collaboration with SEO experts, leveraging performance data and search trends to grow qualified organic traffic and downstream conversion.
• Lead integrated content distribution strategies across owned, earned, and paid channels to maximize reach, engagement, and lead‑capture efficiency.
• Partner with cross‑functional leaders across SEO, product, sales, and demand gen to align content with product launches and the buyer journey, fuel active campaigns, and enable sales.
• Enforce editorial standards and ensure messaging stays consistent with brand guidelines across all customer touchpoints.
• Deliver actionable performance reporting and executive‑level insights to senior marketing leadership to guide investment and prioritization.
• Champion innovation in content marketing by staying ahead of industry trends, platform shifts, AI‑driven content workflows, and emerging audience behaviors.

Qualifications and Skills

• Bachelor's degree or higher in Marketing, Communications, Journalism, English, Business, or a related field.
• 7+ years in content marketing, digital marketing, or communications, including experience owning content as a lead‑generation channel and leading a team agency, B2B/B2C, or high‑growth environment preferred.
• Demonstrated track record of using content to drive measurable pipeline: proven results in traffic‑to‑lead conversion, MQL/SQL growth, and content‑influenced revenue and ROI.
• Strong leadership and executive‑level presentation skills, with experience building and mentoring multi‑disciplinary content teams and managing freelance/agency resources.
• Deep understanding of SEO and MarTech stacks Google Analytics/GA4, SEO tools (e.g., Ahrefs, Semrush), and marketing automation/CRM (e.g., HubSpot) plus content distribution across owned, earned, and paid channels.
• Ability to produce quality content at speed and scale, with fluency in the influencer and social‑first marketing landscape.
• Data‑driven, funnel‑minded, and comfortable being accountable to revenue‑adjacent metrics.

Compensation

This role has an annual salary range of $120,000 to $140,000 CAD. This range reflects the full scope and progression of the role, from building capability to operating with sustained impact at a higher level. In addition to base salary, we offer a comprehensive benefits and total rewards package designed to support our team as they grow with us.

AI in Recruitment

Viral Nation does not use AI‑enabled tools to screen, assess, rank, or select candidates – our hiring teams make all hiring decisions. AI note‑taking tools may be used during interviews.

DEI Commitment

Viral Nation is committed to diversity, equity and inclusion in our agency. Viral Nation welcomes applications from people with visible and non‑visible disabilities. Accommodations are available on request for candidates taking part in all aspects of the recruiting and selection process.

Equal Opportunity Employer

We are an equal opportunity employer in compliance with all applicable employment laws.