Chief Marketing Officer

Discover the Art of Travel

As the world's premier active travel company, Butterfield & Robinson ( butterfield.Com) 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.

At B&R success is built on our relentless pursuit of excellence and our passion for pushing the boundaries of what's possible in luxury travel. We don't just design trips—we curate unforgettable adventures that connect people to the world in deeply meaningful ways. Behind every seamless journey is a dedicated team of experts who share a singular focus:
making every moment extraordinary.

A Legacy of Excellence

For decades, B&R has been celebrated as a trailblazer in luxury travel, recognized globally for our commitment to innovation and excellence. Our efforts have earned us prestigious accolades, including being named the World's Best Tour Operator by Travel + Leisure. These honors reflect the care, creativity, and precision we bring to every adventure—ensuring each experience exceeds expectations and leaves a lasting impression.

A Workplace That Inspires

At B&R, we believe that extraordinary journeys begin with an inspired team. Our dynamic and supportive work environment fosters creativity, collaboration, and well-being, empowering our employees to push boundaries and create unparalleled travel experiences. As a company that thrives on innovation, we embrace bold ideas, strategic thinking, and a deep passion for storytelling, ensuring that our brand continues to set the gold standard in luxury travel.

Employees at B&R are part of a vibrant, forward-thinking workplace where they benefit from unique perks designed to support wellness, growth, and balance. From immersive travel experiences in some of the world's most breathtaking destinations to initiatives that allow our team to give back to their communities, we provide opportunities that go beyond the traditional workplace.

We also hold ourselves accountable to the highest standards of responsible, sustainable, and ethical tourism. Transparency and integrity guide our business practices, and we are committed to making a positive impact on both the destinations we explore and the communities we serve. Working for B&R isn't just a job—it's a chance to be part of a community that is passionate about shaping the future of travel.

Job Overview

Butterfield & Robinson is seeking an accomplished, results-driven Chief Marketing Officer (CMO) to join our executive team and help shape our next chapter of growth. Reporting to the CEO, you will define our marketing vision, develop our marketing roadmap, drive customer acquisition, and strengthen traveller loyalty. As a member of the senior leadership team, you'll collaborate with cross-functional leaders and work closely with our Chief Experience Office (CXO) to ensure our marketing efforts align seamlessly with our exceptional traveller experience. You'll oversee marketing communications, digital experience, product marketing, CRM, PR, analytics and research – ultimately shaping a cohesive approach that positions B&R at the forefront of luxury active travel.

Key Responsibilities:

Vision and Strategy:

• Craft a compelling vision and lead the development of a full-funnel marketing plan with clear, measurable objectives that align with B&R's priorities
• Create and manage the marketing budget, ensuring efficient allocation of resources
• Present strategy, performance updates and recommendations to the executive team and Board, ensuring alignment on objectives

Brand Management and Awareness:

• Revitalize and elevate B&R's brand and positioning, including a clear messaging hierarchy and consistent brand voice across all channels
• Lead brand-building campaigns and form strategic partnerships to boost awareness among high-end travellers
• Lead creation of original, engaging content and campaigns that amplify the brand and strengthen emotional connections to our brand
• Lead the company's public relations efforts, building positive relationships with media, and enhancing visibility in key markets.

Revenue Generation

• Develop full-funnel integrated marketing strategies to attract new customers and retain high-value travellers
• Work closely with our Traveller Experience team to deepen customer relationships and LTV by developing a strong nurture strategy that integrates brand storytelling across touchpoints to increase engagement and advocacy
• Work closely with sales and finance teams to ensure alignment with objectives and to balance profitability with growth initiatives

Team Leadership and Cross-functional Collaboration:

• Attract, mentor, and empower a high-performing marketing team fostering a culture of creativity, collaboration, and continuous learning with a growth mindset
• Evaluate and determine resource needs, including agency support, and scale the marketing function to meet business requirements
• Collaborate with sales, trip planning and traveller experience teams to develop strategies and campaigns that support growth, maximize profitability, and increase market share, while prioritizing traveller satisfaction.

Analytics:

• Refine KPIs, analytics frameworks, forecasts and dashboards to track and report on marketing performance
• Combine market research, traveller insights and data analytics to understand behaviours and trends and inform marketing strategies
• Leverage data analytics to continuously optimize resource allocation and campaign performance

Digital Transformation and Innovation:

• Oversee website, online user experience, and implement digital marketing strategies (SEM, SEO, social media, content and email marketing) to drive new traveller acquisition and engage existing travellers
• Harness CRM and marketing automation to deliver dynamic, personalized journeys that drive higher engagement, loyalty and lifetime value
• Champion a culture of innovation, incorporating emerging technologies and AI solutions to streamline processes, enhance ROI and improve customer experiences

What You Bring:
Essential Skills, Qualifications and Experience

• Proven Leader:
  
  Seasoned leader with 15+ years of progressive DTC marketing leadership experience (ideally in luxury and/or travel) with a proven ability to drive new customer acquisition and grow revenue
• Brand Builder:
  
  Proven track record of building strong brands, increasing awareness, and driving advocacy across channels
• People-Focused Manager:
  
  Known for mentoring and developing teams, creating an environment where talent thrives and collaborates effectively. Skilled in inspiring and aligning teams around shared organizational goals.
• Data-Driven Decision Maker:
  
  Proficient at tracking and analyzing data, adept at using insights to optimize strategies and performance
• Digital Champion:
  
  In-depth experience in digital marketing, CRM, and e-commerce. Stays current on emerging technologies.
• Collaborative Influencer:
  
  Strong communicator (oral and written) and relationship builder with experience influencing senior leaders and key stakeholders.
• Entrepreneurial Mindset:
  
  Resourceful and agile, comfortable operating with a lean budget and is not afraid to roll up their sleeves. Encourages and tests new ideas.
• Passion for travel:
  
  loves to travel, explore new places/cultures, and seeks out inspiring experiences

Butterfield & Robinson is an equal opportunity employer committed to fostering a diverse, inclusive, and accessible workplace. We welcome and encourage applications from individuals of all backgrounds, including those of diverse races, colours, religions, genders, gender identities, sexual orientations, ages, national origins, citizenships, and disabilities. Accommodations are available upon request for candidates participating in all aspects of the recruitment and selection process.

To apply, please send a cover letter and resume by email to:

Germaine Collins - Manager, Human Resources at employment@butterfield.com

70 Bond Street, Ste. 300, Toronto, ON, CANADA