Social Media Engagement Manager
Reporting To : Director, Marketing
Location: Toronto, Canada
Term : Full-Time
Overview
As the world’s premier active travel company, Butterfield & Robinson creates immersive journeys that inspire, delight, and transform. Since 1966, we’ve been crafting exceptional experiences and extraordinary memories, redefining what it means to truly travel.
B&R’s continued success is thanks to its people. As we continue to build on our expanding marketing efforts and future growth, we are seeking a Social Media Engagement Manager to bring our stories to life, deepen engagement with our audience, and elevate our brand’s presence across digital channels.
As our Social Media Engagement Manager, you’ll be the voice of Butterfield & Robinson across social platforms. You’ll craft compelling content, cultivate an engaged community, and develop a strategy that inspires our audience to dream, book, and share their own incredible journeys. You will work closely with multiple teams to ensure our global story is brought to the forefront through compelling content. At B&R, you’ll be part of a team that’s passionate about crafting unforgettable experiences – both on the road, and in the office. You’ll have the opportunity to collaborate with some of the industry’s best and play a key role in shaping the future of luxury adventure travel.
Responsibilities
Strategy & Content Creation
- Develop and execute a social media strategy aligned with B&R’s brand, business goals, and target audience.
- Create and curate visually compelling, engaging, and on-brand content for Instagram, Facebook, LinkedIn, YouTube, and emerging platforms.
- Maintain a content calendar that balances storytelling, promotions, and real-time engagement.
- Collaborate with on-the-ground teams to provide direction on capturing video and photo content for B&R’s channels.
- Craft captivating copy that reflects B&R’s voice—sophisticated yet approachable, knowledgeable yet full of wonder.
Community Engagement & Growth
- Foster an active and engaged social media community by responding to comments, DMs, and mentions with warmth and authenticity.
- Build relationships with travelers, guides, and partners to encourage user-generated content and testimonials.
- Identify and engage with influencers, travel writers, and brand advocates to expand brand reach.
- Monitor social media trends, competitor activity, and emerging platforms to keep B&R ahead of the curve.
Performance & Optimization
- Track, analyze, and report on key social media metrics (engagement, reach, conversions) and adjust strategies accordingly.
- Experiment with new content formats, posting strategies, and advertising tactics to enhance performance.
- Collaborate with the marketing team on paid social campaigns to drive brand awareness, leads, and bookings.
Required Skills & Abilities
- Passionate storyteller: with a love for travel, adventure, and luxury experiences.
- Social media trendspotter: stays ahead of emerging platforms, tools, and trends.
- Strategic thinker: knows how to use social media to drive brand awareness, engagement, and conversions.
- Creative content creator: with a strong visual eye, excellent writing skills, and the ability to capture compelling moments in real time.
- Community builder: thrives on fostering engagement and meaningful interactions.
- Analytical thinker: leverages data to optimize performance and inform strategy.
Required Experience & Qualifications
- 3+ years in social media management, content marketing, or digital strategy (experience in travel or luxury brands preferred).
- Bachelor’s degree in marketing, public relations, communications, or a related field.
- Deep understanding of TikTok, Meta, YouTube, and emerging social platforms.
- Strong copywriting and content creation abilities, with the flexibility to adapt to B&R’s brand voice.
- Proficiency in management platforms such as Brandwatch, Hootsuite, or Sprout Social, with the ability to analyze performance data.
- Experience with photo and video editing tools like Adobe Suite, Canva, or similar software.
- Knowledge of influencer marketing and paid social media strategies
- Strong organizational skills with a keen eye for detail.
- Proficiency in Microsoft Office Suite (Word, Excel, PowerPoint, Outlook).
- Excellent written and verbal communication skills.
- Ability to work effectively with global teams and manage multiple projects simultaneously.
How To Apply
Butterfield & Robinson is an equal opportunity employer committed to creating a diverse and inclusive environment. We consider qualified applicants regardless of race, colour, religion, gender, national origin, sexual orientation, age, citizenship, disability, or gender identity. Accommodation is available on request for candidates taking part in all aspects of the selection process.
To apply, please send a cover letter and resume by email to:
Robin Wark – Senior Director, Human Resources and Administration
Email: employment@butterfield.com
70 Bond Street, Ste. 300, Toronto, ON M5B 1X3 CANADA www.butterfield.com