At Viral Nation, we specialize in building social-first ecosystems for brands to connect with the modern consumer journey. Our integrated solutions align strategy, talent, media, and technology with culturally relevant creativity to scale the world's fastest-growing digital brands. Viral Nation offers a fluid, creative, and growth-oriented environment that will support your ambitions to apply your talents in an open, collaborative, and fast-paced culture. Our ability to stay at the forefront of the industry has fuelled our success and will guide us in paving the path forward. We're driven to push boundaries and think beyond today to deliver strategies, and we're just getting started.
While we continuously exceed our goals, we need your help – our success is only as great as our people. Strong performance leads to high expectations, and we must keep raising the bar!
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. Success is defined not by output volume but by contribution to the funnel: MQLs, SQLs, pipeline influence, and cost-per-lead efficiency. As a social-first influencer marketing agency, we move at the speed of culture the right leader can build repeatable systems that produce high-quality content at scale and capitalize on cultural moments in real time. This is a role for a leader who is equal parts editorial strategist, performance marketer, and team builder.
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.
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.
Where an offer falls within this range is determined through the interview process. Candidates are benchmarked by the hiring team based on role scope, relevant experience, skill alignment, and expected impact, using consistent and objective criteria.
Compensation Philosophy:
At Viral Nation, compensation is structured, performance-led, and market-aligned. Pay decisions are intentional, based on role requirements, performance, and market alignment by country, and are set to maintain internal pay equity across comparable roles and levels.
Compensation progression is tied to demonstrated performance, expanded scope, and sustained contribution over time, not tenure alone. Employee compensation is reviewed regularly through formal performance reviews and check-ins to ensure alignment with role expectations and impact.
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.
