Content Discoverability & Distribution Manager in Toronto, Ontario at Kids Help Phone

Job title

Content​ Discoverability & Distribution Manager​​

Department

Brand, Storytelling & Communications

Reports to

Head, Omnichannel Brand Experience

Salary range

$74,700 - $78,200

Job type

​Full-Time, Permanent, Hybrid working 2-3 days per week

Location

​Toronto, Ontario

Posting period

Thursday, July 16, 2026

The opportunity

Are you motivated by the chance to help ensure all young people in Canada can access mental health support and Feel Out Loud? Kids Help Phone (KHP) is Canada’s Unlock The Hope Youth Charity. We’re the first and Canada's only national 24/7, free, confidential, and multilingual e-mental health service for youth and a global leader in innovation for youth and their well-being.

The Content Discoverability & Distribution Manager leads Kids Help Phone’s content discoverability strategy, ensuring content, brands, and digital experiences are easily found and engaged with across search engines, social platforms, streaming channels, and emerging AI-driven environments. This role drives a multichannel approach that combines SEO, AEO, GEO, content operations, and audience insights to maximize reach, engagement, and impact.

Responsible for discoverability KPIs, the role uses data and insights to improve content visibility, site performance, and user journeys. Working cross-functionally and with external partners, the Manager optimizes content distribution, technical performance, and workflows while providing clear, actionable recommendations.

As a subject matter expert, this role monitors evolving search and discovery trends, continuously refining strategies and identifying opportunities to expand audience reach and engagement. It’ll take courage, collaboration, innovation, resilience and trust. If you’re interested in transforming e-mental health solutions with KHP, you can explore this opportunity today!

The responsibilities

Strategy & KPIs:

• Champions and coaches, the department to apply a ‘multichannel-first’ mindset
• Under the oversight of the Head, Omnichannel Brand Experience, Defines, develops and executes the organizational discoverability strategy across SEO, AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization)

• Defines and owns discoverability KPIs, including organic visibility, AI search presence and engagement, referral quality, authority signals, and content performance across platforms

• Establishes discoverability standards, best practices, and governance models across content, metadata, taxonomy, linking, and structured data implementation
• Defines the COPE (Create Once, Publish Everywhere) process across channels and teams, including future refinements
• Conducts keyword, topic, and intent research using tools to identify high value opportunities
• Leads the optimization of site architecture and internal linking to strengthen topical authority and user journeys, working in collaboration with other members of the organization
• Monitors rankings, traffic, and engagement trends, identifying insights and testing opportunities to improve results across all web & streaming properties
• Stays ahead of search evolution, from AI generated search results to multimodal discovery experiences, and adapts strategies accordingly
• Monitors and improves KHP’s visibility across AI-generated search experiences, including conversational and zero-click environments
• Develops strategies for entity optimization, structured content, and semantic relevance to improve discoverability in LLM-powered systems
• Tracks emerging trends in AI retrieval, citation behavior, and multimodal discovery experiences
• Manages the organization’s Google Search Console, SEMRush, and AI discoverability accounts
• Supports the creation and tracking of team workplans towards the departmental SDPGs

Cross-functional collaboration:

• Leads interdepartmental collaboration on relevant cross-functional projects (a primary point of contact with OLT providing consultation, planning, and coordination within BSC) to optimize discoverability and engagement across all channels and audiences
• Leads continuous improvement of discoverability workflows, tools and governance practices to support evolving audience behaviors and technologies

Multichannel planning and operations:

• Leads cross-functional definition of discoverability and multichannel processes, tools and templates to ensure organizational goals are considered and met
• Leads the planning of multichannel content distribution
• Manages the organization’s YouTube accounts
• Collaborates internally and with vendors to ensure best in class on page and technical performance
• Contributes to briefs to guide content creators toward ranking, authority, and engagement goals

Partnership management:

• Alongside the Strategic Partnerships team, leads the relationship with YouTube to identifies opportunities to strengthen KHP’s YouTube strategy, share insights, and integrate partner contributions into departmental initiatives effectively
• Identifies, evaluates and solicits new partnerships and collaborations, as appropriate.

Required Skills & Experience:

• Five years of hands‑on SEO experience
• At least one year of experience with the evolving AI-driven search landscape and strategies, including AEO and GEO
• Post-secondary education or equivalent work experience in a relevant field
• Proven track record of growing organic traffic
• Experience using tools such as GA4, Google Search Console, SEMrush, Content Management Systems (e.g. WordPress), Ahrefs, Screaming Frog, ChatGPT/Perplexity, Amplitude, Adobe Analytics, or similar
• Familiarity with schema markup, page experience signals, and content modeling.
• Strong writing and editing skills, especially for metadata, briefs, and strategic content direction
• Comfortable presenting performance results and strategic recommendations to stakeholders

• Solution-minded outlook with a positive, creative problem-solving attitude
• Proven ability to build relationships and work collaboratively cross-organizationally and with external partners and vendors
• Excellent communication skills, with a strong ability to clearly translate technical language into plain language that all stakeholders can understand
• Demonstrated leadership skills
• Demonstrated planning and prioritizing skills
• Demonstrated ability to move easily between ‘big picture’ thinking and strategy development to detail-oriented project work
• A strategic optimizer who understands how people discover, evaluate, and choose online
• Strong analytical thinker with the ability to turn data into actionable insight
• Excellent communicator able to brief, align, and collaborate across teams
• Creative and curious, with a pulse on the evolving search landscape
• French is an asset
• Experience working with / for a youth audience is an asset

Don’t meet every qualification listed? Studies often report equity-deserving people are less likely to apply for jobs unless they meet every requirement. KHP is dedicated to building a more diverse, inclusive and authentic workplace, so if you’re excited about this role, but your experience doesn’t align with every qualification, we welcome you to apply anyway. You may have the qualifications / experience for this role or other opportunities at KHP!

The application process

To apply for this opportunity, you can tap the “Apply” button on this page and follow the on-screen instructions.

About KHP, Canada’s Unlock The Hope Youth Charity

Kids Help Phone (KHP) is Canada’s only free, national, 24/7, multilingual and confidential e-mental health service for youth to get help and Feel Out Loud. Since 1989, KHP has been the empowering, trusted changemaker giving young people’s feelings, big and small, a non-judgmental place to go through personalized well-being solutions. A made-in-Canada, global leader, KHP continually evolves by blending data, innovation and technology with real human support and clinical knowledge to unlock the hope young people need to thrive in their world. Explore help for all the feelings at KidsHelpPhone.ca.

Inclusion, Diversity, Equity and Accessibility (IDEA)

KHP has a role to play in effecting social change and advancing equity. This is why the practice of IDEA is critical to us. KHP has a long history of celebrating and advancing IDEA through our tailored programs, services, policies, initiatives and task forces with contributions and leadership from teams across the organization. We will not waver on these commitments and will continue leading the way in making the workplace, and the world young people live in, more inclusive, diverse, equitable and accessible.

We believe it’s critical that our services empower everyone who interacts with us to bring their authentic selves to an environment of mutual respect. An open and diverse community can foster the inclusion and amplification of voices that have been, and continue to be, underrepresented.

As such, we welcome applicants from equity-deserving communities (e.g. Indigenous Peoples, racialized persons, persons with disabilities, women, 2SLGBTQ+ individuals, etc.). We strongly believe that alleviating the underrepresentation of equity-deserving groups will help create a stronger KHP and help us better support the needs of youth from coast to coast to coast.

To learn more about how we are committed to advancing IDEA, you can explore KHP’s IDEA 2023–2027 Strategy and Action Plan.

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Accommodations

KHP welcomes applications from people living with disabilities. Reasonable accommodations are available upon request during any phase of the application / hiring process. If you’re contacted about an opportunity, you can reply and let us know if you require accommodations at any time.

Compensation and benefits

Salaries at KHP are determined by candidate experience, qualifications and specific skill sets, as well as market and operational considerations. Potential additional benefits at KHP include:

• Hybrid work model
• Comprehensive Employee Benefits Program
• Emergency Travel Assistance
• CAAT Pension Plan
• Wellness programs
• Recognition awards
• Employee and Family Assistance Program (EFAP)

Candidate verification

The successful candidate for this opportunity will be asked to complete a background screen, which may include criminal, credit, employment and educational checks. All offers of employment are conditional on the receipt of satisfactory results of any applicable check.

Privacy

KHP cares about your privacy! We’re required to save select information about opportunities, applications and interviews for set periods of time. To learn more, you can explore KHP’s Privacy Policy or contact us using our general form.

Message to agencies

KHP doesn’t accept unsolicited phone calls, referrals and / or resumes from any source other than directly from candidates. KHP won’t consider unsolicited phone calls, referrals and / or resumes from vendors including and without limitation, search firms, staffing agencies, fee-based referral services and recruiting agencies. The submission of unsolicited referrals and / or resumes by anyone other than a candidate directly to KHP is deemed gratuitous. KHP won’t be obligated or bound in any way to pay a referral or any other fee if a person referred to us from a source other than a direct candidate is subsequently hired.