Manager, Content Strategy and Performance

Sheridan College; Oakville; Hybrid; CAD 101,000 - 126,000; Full time

Job summary

Sheridan College is seeking a Manager, Content Strategy and Performance to lead enterprise content strategy, SEO, and GEO initiatives across its digital ecosystem. You will manage governance, performance measurement, and a team of content professionals focused on quality, accessibility, and user experience.

Collaborate with Communications, Public Affairs and Marketing, IT, Enrolment Management and academic units to ensure content aligns with brand and business objectives.

Qualifications

• Advanced knowledge of SEO, content optimization and organic search strategies.
• Knowledge of Generative Engine Optimization (GEO) and AI-enabled search platforms.
• Experience with content governance models, editorial planning and content operations.
• Experience with web analytics platforms including Google Analytics, SEMRush, AHRefs and Looker Studio.
• Experience with Drupal or enterprise CMS platforms, along with working with AI-enabled search technologies and tools is preferred.
• Vendor management experience is preferred.

Responsibilities

• Developing, implementing, and continuously evolving Sheridan's enterprise content strategy across the public website, intranet, and related digital channels; Including establishing governance frameworks, editorial standards, publishing workflows, and content lifecycle management practices that support a consistent and effective digital presence.
• Leading institution-wide content planning, prioritization, auditing, and optimization initiatives, while establishing standards for content quality, accessibility, inclusivity, metadata, taxonomy, and information architecture.
• Working collaboratively with internal partners across the College, to develop and maintain governance policies that promote consistency, efficiency, and a superior user experience, ensuring content aligns with strategic priorities, business objectives, and audience needs.
• Ensuring institutional content is discoverable across traditional search engines and emerging AI-powered search platforms; Developing and implementing search performance initiatives, overseeing keyword strategies and content optimization efforts, and providing recommendations related to content and technical improvements that support organic search growth.
• Establishing performance measurement frameworks, key performance indicators, and reporting practices to evaluate content effectiveness, search visibility, and digital engagement.
• Completing ongoing analysis of analytics, user behaviour, emerging AI technologies, and evolving search trends, to identify opportunities and provide strategic recommendations to improve digital performance and audience reach.
• Leading content design and optimization initiatives that enhance website and intranet user experiences.
• Applying user-centred design principles and content best practices, to improve navigation, findability, and task completion for diverse audiences.
• Conducting content audits, user journey assessments, and experience reviews to identify opportunities for continuous improvement while ensuring all digital content meets accessibility requirements and supports equitable, inclusive, and accessible user experiences.
• Leading, mentoring, and developing a team of Content Strategists, Editors, and Content Specialists, and fostering a collaborative, inclusive, and high-performing work environment.
• Overseeing resource allocation, workload management, and project prioritization to ensure the efficient delivery of content initiatives and achievement of organizational goals.
• Providing strategic advice and consultation to academic and administrative leaders across the institution.
• Leading governance committees and working groups, facilitating collaboration across departments, and developing training programs, resources, and standards that enhance content capability and digital maturity throughout the organization.
• Performing other related duties as assigned.

Skills

SEO

Content optimization

Organic search strategies

GEO (Generative Engine Optimization)

AI-enabled search platforms

Enterprise CMS platforms

Web analytics (GA, SEMrush, AHRefs, Lo

Education

Bachelor's degree in Business, Marketing, Communications, Journalism, Digital Media, Public Relations, English, Information Design, User Experience, Content Strategy, or related field

Master's Degree in Communications, Marketing, Digital Strategy, UX or related field (preferred)

Professional certification in SEO, Analytics, Content Strategy or Digital Marketing

Tools

Drupal

Google Analytics

SEMrush

AHRefs

Looker Studio

Job description

Reporting to the Director, Digital Strategy, the Manager, Content Strategy and Performance provides enterprise leadership for Sheridan's content strategy, search performance, content governance, Search Engine Optimization (SEO), and Generative Engine Optimization (GEO) initiatives across Sheridan's public website, intranet and digital ecosystem. The incumbent leads a team of content professionals responsible for content planning, creation, optimization, governance and performance measurement. The role ensures Sheridan's digital content supports enrolment, reputation, student success, employee engagement and institutional priorities while delivering an exceptional user experience.

The Manager serves as the institutional lead for content strategy, organic search performance and AI-driven discoverability. Working closely with Communications, Public Affairs and Marketing, Information Technology, Enrolment Management, Academic Faculties and administrative departments, the incumbent establishes enterprise content standards, governance frameworks and performance measurement practices to ensure content is accurate, accessible, user-focused, discoverable and aligned with Sheridan's brand and business objectives. The incumbent will also have budgetary and vendor management oversight to ensure alignment to support ongoing performance enhancements related to SEO and GEO.

Sheridan's Communications, Public Affairs, and Marketing (CPAM) team operates as an integrated powerhouse, delivering strategic marketing and communications that drive real institutional impact. By uniting targeted promotion with effective storytelling, we connect deeply with diverse stakeholder audiences, including but not limited to students, alumni, partners, and internal faculty and staff. Together, our collaborative efforts leverage creative narrative and strategic outreach to advance Sheridan's highest priorities—from building brand reputation and enrolment to fostering a vibrant internal culture.

What You’ll Be Doing

• Developing, implementing, and continuously evolving Sheridan's enterprise content strategy across the public website, intranet, and related digital channels; Including establishing governance frameworks, editorial standards, publishing workflows, and content lifecycle management practices that support a consistent and effective digital presence;
• Leading institution-wide content planning, prioritization, auditing, and optimization initiatives, while establishing standards for content quality, accessibility, inclusivity, metadata, taxonomy, and information architecture;
• Working collaboratively with internal partners across the College, to develop and maintain governance policies that promote consistency, efficiency, and a superior user experience, ensuring content aligns with strategic priorities, business objectives, and audience needs;
• Ensuring institutional content is discoverable across traditional search engines and emerging AI-powered search platforms; Developing and implementing search performance initiatives, overseeing keyword strategies and content optimization efforts, and providing recommendations related to content and technical improvements that support organic search growth;
• Establishing performance measurement frameworks, key performance indicators, and reporting practices to evaluate content effectiveness, search visibility, and digital engagement;
• Completing ongoing analysis of analytics, user behaviour, emerging AI technologies, and evolving search trends, to identify opportunities and provide strategic recommendations to improve digital performance and audience reach;
• Leading content design and optimization initiatives that enhance website and intranet user experiences;
• Applying user-centred design principles and content best practices, to improve navigation, findability, and task completion for diverse audiences;
• Conducting content audits, user journey assessments, and experience reviews to identify opportunities for continuous improvement while ensuring all digital content meets accessibility requirements and supports equitable, inclusive, and accessible user experiences;
• Leading, mentoring, and developing a team of Content Strategists, Editors, and Content Specialists, and fostering a collaborative, inclusive, and high-performing work environment;
• Overseeing resource allocation, workload management, and project prioritization to ensure the efficient delivery of content initiatives and achievement of organizational goals;
• Providing strategic advice and consultation to academic and administrative leaders across the institution;
• Leading governance committees and working groups, facilitating collaboration across departments, and developing training programs, resources, and standards that enhance content capability and digital maturity throughout the organization;
• Performing other related duties as assigned.

About You

You have the skills and knowledge to work with an increasingly diverse student and staff population as well as a proven commitment to anti-oppression, equity, and inclusion.

You are a self-directed natural leader and have a highly collaborative spirit which, combined with your keen interpersonal and communication skills, empowers you to build positive and collaborative relationships and create and maintain a positive organizational culture.

You demonstrate excellent judgement, initiative and creative problem-solving skills.

You enjoy balancing many different tasks, staying organized and planning, and have the ability to integrate multiple streams of information, prioritize and track multiple projects to meet a demanding workload and keep things running smoothly.

The Successful Candidate Will Also Meet The Following Qualifications

• 4-year Bachelor’s degree in Business, Marketing, Communications, Journalism, Digital Media, Public Relations, English, Information Design, User Experience, Content Strategy, or related field.
• Master's Degree in Communications, Marketing, Digital Strategy, UX or related field is preferred.
• Professional certification in SEO, Analytics, Content Strategy or Digital Marketing is required.
• A minimum of 5 years of sound experience as a senior practitioner, technical advisor, consultant or supervisor.
• A minimum of 7 years of experience in content strategy, digital communications, web content management or digital marketing;
• Demonstrated leadership experience managing professional teams and enterprise initiatives;
• Advanced knowledge of SEO, content optimization and organic search strategies;
• Knowledge of Generative Engine Optimization (GEO) and AI-enabled search platforms;
• Experience with content governance models, editorial planning and content operations;
• Strong understanding of website user experience, information architecture and content design principles;
• Experience working with enterprise content management systems;
• Experience with web analytics platforms including Google Analytics, SEMRush, AHRefs and Looker Studio;
• Knowledge of accessibility standards (AODA/WCAG);
• Experience developing performance frameworks, KPIs and analytics reporting;
• Project management and stakeholder management experience;
• Experience leading organizational change and digital transformation initiatives;
• Demonstrated strategic thinking, planning, and analytical decision-making skills required.
• Leadership and coaching skills required, along with strong communication and presentation skills.
• Experience in the post-secondary sector is preferred.
• Experience with Drupal or enterprise CMS platforms, along with working with AI-enabled search technologies and tools is preferred.
• Vendor management experience is preferred.

Who We Are

Every member of the Sheridan community is passionate about the transformational role we play in people’s lives. Our strategic plan, Sheridan 2027: Forging the Future (https://www.sheridan2027), charts a path towards a new ground-breaking model of higher education that reshapes post-secondary education and better prepares students for the future. We are committed to demonstrably advancing equity, diversity, and inclusivity. Diversity is our strength and fuels our commitment to excellence. Across our campuses, we’re making meaningful strides towards developing an equitable and inclusive community.

• For more information, visit: Why Work at Sheridan

Other Details

Faculty/Department: Communications, Public Affairs and Marketing

Primary Work/Campus Location: Trafalgar (may be assigned activities at any Sheridan campus)

Work Categorization: Hybrid Position | On-site at least 3 days/week

Reference #: J0726-1115

Employee Group: Administrative – Full-Time

Type of Vacancy: This is a new position

Payband: NM

Salary Range: $101,037 - $126,295

Application Deadline: September 6, 2026

First Nations peoples have lived on this part of Turtle Island for millennia, stewarding the land, the water and all that contributes to life in this region. Today, the culture and presence of First Nations, Inuit and Metis peoples enrich the lands and people of this territory. Over two centuries ago, the Mississauga people welcomed settlers to this territory, providing sustenance and engaging in trade and commerce. Between 1781 to 1820, eight treaties were signed with the Mississaugas of the Credit First Nation who opened their territory to settlement. Today, Sheridan campuses are located on Treaty 14, also known as the Head of the Lake Purchase of 1806 and Treaty 22 and 23 of 1820. Treaty history is foundational, and it is our collective responsibility to honour the land, as we honour and respect those who have gone before us, those who are here and those who are yet to come. We are grateful for the opportunity to be learning, working and thriving on this land, and we commit to learn the truth and be active in the process of reconciliation.

Sheridan values the diverse and intersectional identities of its students, faculty, and staff. Sheridan regards equity and diversity as an integral part of academic excellence and is committed to accessibility for all employees. Sheridan seeks applicants who embrace our values of equity, anti-racism, and inclusion. As such, we encourage applications from qualified candidates who have been historically disadvantaged and marginalized, including those who identify as First Nations, Métis and/or Inuit/Inuk, Black, members of racialized communities, persons with disabilities, women and/or 2SLGBTQ+.

Sheridan will provide job applicants with accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. To request accommodation, please contact Human Resources.

You may be asked to provide copies of your educational credentials at the time of interview. Upon hire, we require official confirmation of educational credentials and Canadian equivalency assessments, if applicable.