Director, Content Marketing
emburse · Toronto, ON · hybrid
What you'll do:
- Own the content strategy and editorial calendar across blogs, case studies, whitepapers, analyst reports, and thought leadership, aligned to active GTM campaigns and Emburse’s Expense Intelligence brand narrative.
- Own content-to-campaign mapping, targeting 80–90%+ of content tied to active GTM campaigns rather than produced in isolation.
- Maintain a standing collaboration cadence with the Social/Demand Gen team so content strategy directly informs social content and campaign amplification, without owning social execution.
- Partner with PR & AR, Product Marketing, and Demand Gen to ensure content has advance visibility into campaigns, launches, and announcements.
- Manage and develop the Content Writer, providing editorial direction, review, and craft coaching.
- Manage agency and contractor relationships supporting content production, including briefing, governance, and quality control.
- Oversee AI-assisted drafting workflows, keeping human editorial judgment firmly in the loop.
- Own the AEO/GEO content strategy, structuring content for LLM-driven discovery (ChatGPT, Perplexity, Gemini) alongside traditional SEO.
- Build and maintain a content measurement framework connecting performance to pipeline and MQA influence, not just traffic or engagement.
- Deliver a quarterly content strategy and performance readout to Brand Marketing leadership.
- Collaborate with the Multimedia Creator to integrate video into the content strategy, including case studies, testimonials, and explainer content.
- Ensure all content reflects Emburse’s brand voice and messaging framework across every format and channel.
What we're looking for:
- Required: Bachelor’s degree
- Preferred: Master’s in Marketing, Communications, or a related field
- Required: 7-10 years of proven experience in B2B content marketing or content strategy, ideally in SaaS, fintech, or financial services, including 3+ years leading content strategy or managing writers and agencies.
- Preferred: Experience building or scaling a content function from the ground up, including AEO/GEO content strategy for LLM-driven discovery.
- Experience managing external agencies or freelance contributors, including contract oversight and quality governance.
- Strategic Content Leadership: Proven ability to build and scale an editorial function connected to demand generation and pipeline outcomes.
- SEO & AEO/GEO Fluency: Strong grounding in SEO, plus working knowledge of emerging AEO/GEO practices for LLM-driven content discovery.
- Cross-Functional Collaboration: Comfortable shaping the work of an adjacent team (Social) without a reporting line into it.
- Leadership & Team Development: Ability to manage and grow a direct report, plus manage external agency relationships.
- Editorial Craft: Excellent writing and editing skills across executive-level and technical B2B content.
- AI-Assisted Workflow Governance: Experience building or governing AI-assisted content workflows with strong human editorial judgment.
- Measurement & Analytics: Ability to build a content measurement framework connecting content to pipeline and MQA influence.
- Excellent Communication: Strong verbal, written, and presentation skills for leadership readouts and cross-functional alignment.
- Travel Flexibility: Willingness to travel occasionally (0-10%) for team, agency, or company events.