Director, Content & Community

ABC Financial Services•Ontario, Canada, ON

2d•Remote

About The Position

The Director, Content & Community owns how the brand shows up in the market through editorial strategy, social presence, and community development. This role acts as the Editor-in-Chief of the brand and the architect of our owned audience ecosystem, ensuring content drives engagement, trust, and measurable business impact. You will define what we say, how we say it, and how it reaches the market—across both AI-generated content at scale and human-led content through influencers and SMEs. You will define the mix of AI-generated content (scaled, repeatable) and human-led content (influencers, SMEs, customers), ensuring each format is used intentionally based on content goals (education, authority, engagement) and channel dynamics, while maintaining consistency in narrative and brand voice across all formats. You will also own content department performance across consumption (downloads, views), engagement, and audience growth, partnering with Demand Gen (pipeline) and SEO/Content Architect (discoverability), and using insights to refine editorial direction. Additionally, you will lead the Content & Community teams, establishing workflows, planning cadence, and quality standards, and acting as connective tissue across Brand, PR, Demand Gen, and Product Marketing.

Requirements

15+ years of overall experience
10+ years in content, editorial, or brand leadership roles
Proven experience owning strategy and performance
Strong editorial instincts and narrative thinking
Experience scaling social and/or community for a global brand

Responsibilities

Define global editorial strategy across Gyms, Studios, and Coaches segments
Own quarterly themes, narrative arcs, and content pillars
Ensure content aligns to audience needs, funnel stages, and business priorities
Set standards for clarity, quality, and brand voice
Own global organic social strategy
Define platform roles, content formats, and posting systems
Ensure social acts as a distribution engine for editorial and thought leadership
Define and build ABC’s community strategy
Drive engagement, participation, and conversation quality
Partner with PR and Influencer functions to amplify thought leadership
Lead Influencer & Community Partnerships
Ensure influencer strategy aligns to editorial priorities and campaigns
Integrate influencer and SME-led content into the broader content ecosystem
Define the mix of AI-generated content (scaled, repeatable) and Human-led content (influencers, SMEs, customers)
Ensure each format is used intentionally based on content goals (education, authority, engagement) and channel dynamics
Maintain consistency in narrative and brand voice across all formats
Own content department performance across consumption (downloads, views), engagement, and audience growth
Partner with Demand Gen (pipeline) and SEO/Content Architect (discoverability)
Use insights to refine editorial direction
Lead the Content & Community teams: Sr Manager, Content; Influencer & Community Partnership Team; Content & Social Producers
Establish workflows, planning cadence, and quality standards
Act as connective tissue across Brand, PR, Demand Gen, and Product Marketing