[Hiring] Director, Content & Community @ABC Financial Services

Role Description

Join ABC Fitness and become part of a culture that’s as ambitious as it is authentic. Let’s transform the future of fitness—together!

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.

What You’ll Own

• Editorial Strategy & Narrative Ownership
  • 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
• Social Media Strategy & Owned Channel Growth
  • 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
• Community & Audience Development
  • Define and build ABC’s community strategy
  • Drive engagement, participation, and conversation quality
  • Partner with PR and Influencer functions to amplify thought leadership
• Influencer & Creator Partnerships (Direct Report)
  • Lead Influencer & Community Partnerships
  • Ensure influencer strategy aligns to editorial priorities and campaigns
  • Integrate influencer and SME-led content into the broader content ecosystem
• Content Modality Strategy (AI vs Human Content)
  • Define the mix of:
    • AI-generated content (scaled, repeatable)
    • Human-led content (influencers, SMEs, customers)
  • Ensure each format is used intentionally based on:
    • Content goals (education, authority, engagement)
    • Channel dynamics
  • Maintain consistency in narrative and brand voice across all formats
• Performance Accountability
  • Own content department performance across:
    • Consumption (downloads, views)
    • Engagement
    • Audience growth
  • Partner with Demand Gen (pipeline) and SEO/Content Architect (discoverability)
  • Use insights to refine editorial direction
• Team Leadership & Operating Model
  • 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

Qualifications

• 15+ years of overall experience, with 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

Requirements

• Please note that the salary information shown below is a general guideline only and based on employees in Canada and may be different in other countries. Salaries are based upon candidate experience, qualifications, and location, as well as market and business considerations.
• Our pay range for Canada based candidates for this position is $145,200 - $161,000 CAD annually.
• Your recruiter can share more about the specific salary range for the job location during the hiring process.
• Also, certain positions are eligible for additional forms of compensation such as bonuses and commissions.

Benefits

• Purpose led company with a Values focused culture – Best Life, One Team, Growth Mindset
• Time Off – with our open PTO policy, we offer flexibility in how and when you take PTO!
• Days of Disconnect – once a quarter, we take a collective breather and enjoy a day off together around the globe. #oneteam
• Parental & Pawternity Leave – we offer leave for when your family grows by two feet or four paws!
• Best Life Perk – we are committed to meeting you wherever you are in your fitness journey with a quarterly reimbursement
• Medical/Dental/Vision coverage
• EAP – we get you help when you need it. Period.
• Premium Calm App – enjoy tranquility with a Calm App subscription for you and up to 4 dependents over the age of 16
• And more! – so many benefits we couldn’t even fit them all here!