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About the Role

Four Seasons is seeking a visionary and commercially minded Director of Digital Content Strategy & Publishing to lead a consequential editorial and digital publishing function in global luxury hospitality. This senior leadership role shapes how Four Seasons communicates, merchandises, and converts across every digital channel, building a content organization with the discipline of a media publisher and the commercial instincts of a retailer.

Responsibilities

Own and champion a clear, data-informed digital editorial strategy that distills guidelines and direction from the Four Seasons Brand team.
Develop and steward a comprehensive Digital Editorial Strategy that aligns the Four Seasons brand voice and values against deep consumer and guest insights.
Collaborate and work closely with Brand, Marketing and Media to ensure alignment between Digital Editorial against broader global brand direction.
Serve as a close, ongoing partner to the Guest Insights and Research team, translating insights into editorial strategy, content priorities, and tactical execution.
Define and govern the content pillars that anchor editorial investment and ensure world-class performance in SEO, AEO, and GEO.
Establish and enforce digital editorial standards, style guides, and content governance frameworks.
Work closely with the marketing team in driving a forward-looking Editorial Calendar that aligns content programming to commercial priorities.
Partner closely with regional marketing, property communications, and brand creative teams to source authentic, destination-specific stories.
Translate complex insights about digital consumer behavior, search intent, and content performance into actionable editorial priorities and measurable investment strategies.
Introduce and implement modern retailing principles into Four Seasons’ digital business, transforming how properties, experiences, and offerings are presented, packaged, and sold.
Lead the build-out of a Digital Merchandising Practice that applies product merchandising and retailing best practices to how Four Seasons presents its offerings.
Define and implement a structured content and copy framework for property pages, room and suite descriptions, experience offerings, dining narratives, and ancillary services.
Develop, implement, and govern content taxonomy, information architecture, and content structure standards that enable hotel content to scale across various digital platforms.
Partner with Revenue Management, e-Commerce, and Digital Product teams to ensure merchandising content actively supports direct channel growth.
Introduce and champion content optimization practices — A/B testing, personalization strategies, conversion-oriented copywriting — that continuously improve performance.
Lead the development of seasonal and campaign-specific merchandising content that supports new property openings, package launches, and revenue-driving initiatives.
Build strong cross-functional relationships with hotel General Managers and property marketing teams.
Monitor and report on merchandising content performance, using data and analytics to inform ongoing optimization and future investment decisions.
Serve as Four Seasons’ internal leader and pioneer in implementing generative AI into content creation, operations, and publishing workflows.
Lead and pilot the implementation and operationalization of generative AI for written content, establishing responsible and effective workflows for producing structured content at scale.
Develop the policies, guardrails, brand standards, and human-in-the-loop review processes that govern AI-generated content.
Partner with Technology, CMS/platform, and Digital Product teams to integrate AI content generation capabilities into the publishing infrastructure.
Build internal capability and literacy around AI tools and workflows, training the content team and cross-functional partners on responsible, effective use of generative AI.
Identify and evaluate AI-powered tools and platforms for content generation, content optimization, SEO automation, personalization, and translation.
Lead structured content initiatives that ensure Four Seasons content is formatted and organized for AI-powered search surfaces and LLM-driven discovery tools.
Establish KPIs and reporting frameworks for measuring the output quality, efficiency gains, and commercial impact of AI-assisted content operations.
Lead the transformation of Four Seasons’ digital content operating model — assessing the current state and designing a future-state model.
Rebuild and rationalize the content vendor and agency ecosystem — consolidating, restructuring, or replacing existing supplier relationships.
Define and implement a content supply chain — the end-to-end process by which content is briefed, created, reviewed, approved, localized, structured, published, and performance-measured.
Establish a governance framework rooted in Four Seasons’ brand values — ensuring consistent brand, quality, and editorial standards.
Introduce AI and technology enablement as a structural component of the new operating model.
Partner with Technology, Procurement, Finance, and Legal to redesign vendor contracts, SLAs, and operating agreements.
Build internal capability and operating discipline within the content organization, establishing clear standards for briefing, production, review, and QA.
Develop a clear roadmap and change management plan for the operating model transformation.
Define and track operational KPIs — including content production velocity, cost-per-asset, time-to-publish, revision rates, vendor quality scores, and brand compliance rates.
Build, lead, mentor, and inspire a high-performing Digital Content team.
Establish clear roles, workflows, and accountability structures across the content function.
Provide global content leadership to Four Seasons properties — defining content excellence, establishing standards, and creating guidance materials.
Act as a trusted advisor and subject-matter authority for property teams worldwide.
Partner with agency of record teams, freelance contributors, and specialist vendors to supplement internal capacity.
Serve as an active and influential member of the Digital and Commercial leadership team.
Champion a data-culture within the content organization.

Requirements

A minimum of 10–12 years of progressive experience in digital content strategy, editorial leadership, or digital publishing roles.
Significant experience in luxury, hospitality, travel, retail, or a premium consumer brand environment.
Demonstrated track record of building and leading high-performing content teams and establishing editorial strategy at scale within a complex, global organization.
Working fluency in SEO, AEO, and GEO — including proven success driving organic visibility and content discoverability.
Meaningful hands-on experience with generative AI tools and content workflows.
Strong command of digital merchandising, product content, and information architecture principles.
Experience with enterprise CMS platforms, content governance, and structured content systems.
Demonstrated ability to translate data, analytics, and audience insights into clear editorial and content investment decisions.
Prior experience managing and briefing large editorial and creative teams.
Experience working with — or within — luxury hospitality, travel, or high-touch consumer service environments is a strong advantage.
Exceptional storyteller and communicator.
Strategic and systems thinker.
Commercially minded.
Technologically curious.
Collaborative and culturally sensitive.
Highly organized and process-oriented.
A natural leader who develops talent, creates clarity, and inspires a team.

Skills

Digital Content Strategy
Editorial Leadership
Digital Publishing
Luxury Brand Marketing
Hospitality Marketing
Retail Marketing
Content Organization Building
Media Publishing
Commercial Acumen
Brand Storytelling
Technology Integration
Commerce Strategy
Content Merchandising
Content Conversion
Digital Channel Management
Editorial Philosophy Development
Digital Merchandising Transformation
Generative AI Operationalization
Structured Content Creation
SEO
AEO (Answer Engine Optimization)
GEO (Generative Engine Optimization)
Content Governance
Editorial Standards
Style Guides
Content Taxonomy
Information Architecture
Content Optimization
A/B Testing
Personalization Strategies
Conversion-Oriented Copywriting
Content Performance Analysis
AI Content Generation
AI Workflow Implementation
AI Tool Evaluation
Content Supply Chain Management
Operating Model Transformation
Vendor Ecosystem Management
Team Leadership
Talent Development
Data Analysis
Performance Analytics
Commercial Intent

Location

Toronto, Ontario

Work Type

Hybrid

Experience Level

10-12 years of progressive experience
Senior leadership role

Education Level

Bachelor’s degree in Communications, Journalism, English, Marketing, Digital Media, Information Science, or a related field required.
Advanced degree (MBA, MA, or equivalent) in a relevant discipline is an asset.

Salary/Compensations

$145,000 – $160,000 CAD

Benefits

additional rewards as part of the total compensation package

About the Company

Four Seasons is powered by its people, a collective of individuals who strive for improvement and treat each other with respect.
Team members create amazing experiences for guests, residents, and partners through a commitment to luxury with genuine heart.
The company believes in recognizing familiar faces and welcoming new ones, treating everyone as they would wish to be treated.
Four Seasons' purpose is to create lasting impressions through genuine connections.
Four Seasons Hotels and Resorts is a global, luxury hotel management company managing over 130 hotels and resorts and 50 private residences in 47 countries.
Central to its employee experience and social impact programming is the company’s commitment to supporting cancer research, and the advancement of diversity, inclusion, equality and belonging.

Equal Opportunity

Four Seasons is committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. If contacted for an employment opportunity, please advise Human Resources if you require accommodation.