Maple (getmaple.ca) Looking for Director of Content at Toronto, Ontario, Canada Full Time

About Maple

Founded in 2015, Maple is a fast-growing health tech company with a vision to power the future of healthcare by building a connected and superior experience for patients, doctors, and other types of health providers.

We offer virtual care services across multiple distribution channels, including Direct-to-Consumer (“B2C”), Employers and Private Insurers (“B2B”) and Public Sector Institutions (“B2I”). With a growing network of 2,000+ healthcare providers and nearly 4 million Canadians with access to our services, Maple is one of Canada’s fastest-growing virtual care companies.

We have established an entrepreneurial culture centered around our purpose to support people’s health and well-being, and to strengthen the healthcare system. We attribute our success to our team, who has helped us achieve numerous noteworthy awards including: Canadian Business Innovation Award in 2023, Globe and Mail’s #6 Top Growing Companies in Canada in 2021, #2 in Deloitte Canada’s Technology Fast 50 2021, LinkedIn’s Top 10 Startups in Canada 2020, Bay Street Bull’s The Power 50: Canada’s Most Impactful Companies 2022, and #20 in North America’a Inspiring Workplaces 2023.

THE POSITION

As the Director of Content, you will have a clear set of strategic priorities aimed at three key areas: (1) building awareness and credibility for Maple as a thought leader in digital healthcare and virtual care; (2) supporting the Demand Marketing function with content required to drive organic demand; (3) lead and drive the execution of effective, highly engaging content and copywriting (short and long formats) to support the rest of the Marketing function and key stakeholders across the business.

This role will work collaboratively with the Marketing team and key stakeholders across the company to distill content needs into creative briefs and enhance our brand through compelling, high quality, and credible narrative storytelling, editing, and copywriting. The role will ensure high quality and consistency across all channels. They will also incorporate SEO insights to create authority with search engines and deliver in-target organic traffic to the website.

Reporting directly to the VP of Brand & Communications, the Director of Content is a key leadership position within the company. Critical to success in this role will be the candidate’s proven ability to successfully attract intended audiences by developing attention grabbing content across channels, including but not limited to: blogs, emails, social media, websites, and webinars. Ability to translate complex topics into customer facing narratives that quickly assures the audience they have come to the right place is a must. We want the successful candidate to possess a positive attitude and growth mindset, actively identifying opportunities for improvement and introducing cost-efficient winning strategies to scale the content portfolio. Resilient and collaborative by nature, the successful candidate will possess the ability to manage complexity and navigate a fast-paced environment to deliver meaningful results.

Note: a healthcare background is not required for this position, however, it may be considered an asset depending on the level of experience.

12 – 18 MONTH DELIVERABLES

• To realize the company’s high-growth mandate, within the first 90 days and in partnership with the VP of Brand & Communications, the Director of Content, will have developed a clear operational and data informed content plan inclusive of a manifesto, always on stream, content pillars, channel strategy and thematic calendar that aligns with the overarching business imperatives and timelines. The integrated content plan will in partnership with the Lifecycle Marketing (LCM) team include email and push, as well as, other owned channels: blog, social and the getmaple.ca website. The content plan will outline key actionable items that will differentiate Maple in the marketplace, drive growth and strengthen the company’s brand awareness and preference across our B2C, B2B and B2I portfolio.
• Within 90 days, they will have tested 2-3 MVP content driven experiments with clearly articulated goals and metrics in place. The result will be to quickly ship (we value progress not perfection), learn and identify what can be iterated on or scaled.
• In the next 12 to 18 months, they will have implemented the appropriate methodology, tools and weekly metrics to build, grow and measure the impact of the owned media content development establishing aspirational yet attainable operational targets to track improvements, strategically allocating resources to maximize ROI, and delivering a results-driven organization that is able to scale with the company.

CANDIDATE PROFILE

• The ideal candidate will have a minimum of 8-10 years of brand strategy and/or content creation experience gained in startups and scaleups in the health sector or technology-driven organizations with digitally based operations.
• Knowledge and proficiency in CMS (Wordpress), organic social with a priority focus on IG and Linkedin, email, and a strong understanding of best practices for creating data-driven editorial blog content.
• The candidate possesses a Bachelor’s degree in Marketing, Communications or Business and has deep knowledge of content marketing landscape and content trends.
• A strategic thinker and strong operator, the Director of Content is able to quickly understand and evaluate the industry, spot trends and opportunities, see the big picture (including understanding the overall marketplace and what is happening in the industry in Canada and around the world), and offer new ways to deliver value and breakthrough thinking when it comes to content creation and owned media growth.
• Resilient, open-minded and optimistic, the ideal candidate is able to overcome challenges and pivot quickly while inspiring others to operate at a high clock speed. A proven strategic executor with a track record of successfully delivering B2B, B2C and B2I content programs in the market, the ideal candidate actively cultivates a culture that brings excellence to all aspects of operations.
• The candidate will have a broad range of content, brand marketing and project management skills. Previous experience working in an agile Sprint environment is an asset.
• Although Maple offers work environment flexibility, this position requires regular in-person presence at our office in downtown Toronto.

Not checking every box? Please apply anyway. We understand that candidates have different experiences that may make them a fantastic fit for this position, and for Maple. We value equity, diversity, and inclusion, and we’re committed to providing fair and equal opportunities to all applicants. We also want to provide an accessible interview process, so if there’s any accommodations that would make your experience more comfortable, please let us know.

KEY COMPETENCIES

Passion for results

Strategic thinker

Manage complexity

Operational excellence

Unwavering focus

Talent management

Resilient

Emotional intelligence

CULTURE AND ORGANIZATIONAL FIT

The Maple team is:

• Passionate: We believe deeply in our company’s purpose and what we’re trying to accomplish as a team. We want all colleagues to feel passionate about improving access to high-quality healthcare through the power of technology, and to make a positive impact with the work we do, where we work, and in the community.
• Supportive: We’re a diverse community that recognizes and embraces the individual differences of our people. We have fun coming to work and bringing the best out of each other. We value and encourage different and diverse perspectives from all parts of the organization.
• United: We leave our egos at the door and act with humility. We work collaboratively to overcome obstacles that arise, and we’re united in our purpose and bringing our ambitious goals to life.
• Creative: We challenge the status quo of what we think is possible with how we approach our work and projects, celebrating bold thinking. We’re focused on our priorities yet remain agile in how we deliver on our goals.

WORKING AT MAPLE

We want you to love working at Maple. We want you to feel challenged and supported, cared for, and driven. Just as we’re driven to grow, to improve, to iterate our products and services, we want you to take the same mindset as you work towards achieving your personal best. We can all learn, we can all develop, and we can all power the future of healthcare. But we can only do it together. At Maple, we are a team first and foremost. Your success is our success.

In order to support your health and well-being, we offer a comprehensive set of benefits and perks, including:

• Health and dental benefits, insurance: Through our Group Benefits, you’ll get access to dental benefits, extended healthcare benefits for drugs, vision, paramedical coverage (e.g. massage therapists, dieticians, mental health professionals), counseling, health service navigation, life insurance, critical illness and disability insurance, and more.
• Dedicated Health Spending Account (“HSA”): An additional budget available for you to spend on health-related expenses (e.g. eyeglasses, therapy).
• Dedicated Wellness Budget: Spend your budget on activities that support your physical and mental wellness.
• Maple Coverage: You’ll get unlimited access to Maple for primary care, and a package of therapy consultations.
• Paid Health Days: In addition to paid vacation, you’ll receive 10 Paid Health Days for you to use when you’re suddenly feeling sick and unable to work, whether it’s a physical or mental health condition, to attend healthcare appointments and procedures, or if you need to support a loved one with their healthcare needs.
• Pregnancy and Parental Leave: We support parents who are welcoming a child into their life in a variety of ways, including a Supplemental Unemployment Benefit based on eligibility.
• Professional Development Budget: We encourage all team members to seek opportunities for growth and learning to support professional development. That’s why your Branch Out Budget (“BOB”) is designed to reimburse you for expenses related to any meaningful professional development opportunities.

Other

• Job type: Full-time
• Hiring manager: VP, Brand and Communications
• Location: 225 Richmond St W #201
• Start date: July/August 2023
• Vacation: 4 weeks

Please note that any offer of employment may be subject to verification of employment and education background checks, including a criminal record check.

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