About Us
G Adventures is the world’s largest small-group adventure travel company and we’ve been making epic travel memories happen on all seven continents for over 30 years.
Our mission is simple: to change lives through travel. And not just our travelers’ either. Since day one, our tours have been built to establish meaningful relationships with local communities, directly benefiting the people and places we visit at every step of our tours.
With the demand for travel coming back strong, we are set up and excited for this next chapter in our company’s story — and we’d love for you to be a part of it.
Our DNA revolves around building, nurturing, and developing a diverse culture of people and a true sense of belonging, where everyone is encouraged to bring their authentic self to work each and every day. You’ll have the opportunity to grow your career, and yourself, alongside a passionate, talented, and welcoming community that works hard to spread goodness around the world.
If all that sounds like your kind of thing, well, we can’t wait for you to join us.
About the Role:
We are seeking a dynamic and innovative Director of Content Strategy to lead our content initiatives across all channels. This role will be pivotal in shaping our brand narrative and driving engagement with our target audiences. The ideal candidate will possess a deep understanding of content marketing, community engagement, and be able to derive insights from tourism trends. This role will work collaboratively with cross-functional teams to deliver compelling content strategies that achieve measurable results.
What You'll Be Doing:
Content Strategy Development:
Develop and implement a comprehensive content strategy that aligns with the company’s mission and business objectives.
Identify key themes, topics, and messaging that resonate with our target audience and reflect the unique aspects of community tourism.
Cross-Functional Collaboration:
Collaborate with PR, communications, and go-to-market teams to ensure cohesive messaging and branding across all channels.
Work closely with the marketing team to integrate content strategies into broader marketing campaigns and initiatives.
Support Leader in internal storytelling - campaign performance, impact, results
Content Creation and Management:
Oversee the creation of high-quality, engaging content across various formats, including blog posts, social media, newsletters, videos, and more.
Establish guidelines and best practices for content creation, ensuring consistency in tone, style, and branding.
Performance Measurement and Optimization:
Utilize analytics tools to track content performance and audience engagement, making data-driven decisions to optimize content strategies.
Set KPIs and benchmarks to measure the success of content initiatives and report on results to stakeholders.
Community and Partner Engagement:
Foster relationships with local communities, influencers, and partners to get best in class content for use in our owned channels
Evaluating the success of a content strategy is crucial to ensure it meets the desired objectives and drives results. Here are some key metrics that will be important in assessing the effectiveness of the content strategy for a community tourism company:
Engagement Metrics:
Social Media Engagement:Likes, shares, comments, and overall interaction rates on social media platforms.
Website Engagement:Average time spent on pages, bounce rates, and pages per session to gauge how well users are interacting with the content.
Evaluate Traffic Metrics:
Website Traffic: Total visits, unique visitors, and referral traffic from various sources (social media, email campaigns, etc.).
Organic Search Traffic: Number of visitors coming from search engines, indicating the effectiveness of SEO strategies.
Conversion Metrics:
Lead Generation: Number of leads generated through content (e.g., newsletter sign-ups, downloadable guides).
Booking Conversions:Percentage of website visitors who complete a booking or inquiry, directly linked to content efforts.
Content Performance Metrics:
Top-Performing Content: Identification of which pieces of content drive the most traffic, engagement, and conversions.
Content Shares:** Number of times content is shared across platforms, indicating its reach and resonance with the audience.
Audience Growth Metrics:
Follower Growth: Increase in followers on social media platforms and subscribers to newsletters.
Community Engagement: Participation rates in community events or initiatives promoted through content.
Brand Awareness Metrics:
Brand Mentions: Number of times the brand is mentioned across social media, blogs, and news articles.
Sentiment Analysis: Overall sentiment of comments and discussions about the brand, indicating public perception.
Customer Feedback:
Surveys and Polls: Direct feedback from the audience regarding content relevance, quality, and impact on their travel decisions.
Net Promoter Score (NPS):** Measuring customer loyalty and likelihood to recommend based on content interactions.
Return on Investment (ROI):
Cost per Acquisition (CPA): Evaluating the cost-effectiveness of content in acquiring new customers.
Revenue Generated: Tracking revenue directly attributed to content-driven campaigns or initiatives.
Desired Skills & Experience:
What do we offer you?
Competitive salary commensurate with the role
Competitive benefits package
Birthday day off
Vacation time for you to recharge
Enhanced Parental Leave
Learning and growth opportunities
Employee Resource Groups
*Applicable based on location*
G Adventures is an equal opportunity employer committed to fostering a diverse and inclusive work environment. We consider all qualified applicants.