Director of Content (Americas)

About The Role

Entrepreneurs need high-quality and high-trust content now more than ever. This role leads Shopify's global content organization - the engine that helps millions of entrepreneurs understand commerce and choose our platform. This is a high-leverage leadership role that combines strategic vision, operational excellence, and cross-functional influence. You'll own content across all formats (video, audio, written), channels (owned, earned, operated), and markets.

You'll set the content strategy, run the machine, prove the ROI, and unlock new growth vectors. You'll build and scale AI-powered content systems that drive measurable growth, manage a multi-million dollar P&L. You’ll serve as the connective tissue between marketing, communications, brand, and product pillars. This role requires both altitude and execution - you'll advise leadership on narrative strategy while ensuring pipelines ship on time and hit targets.

What You’ll Do

• Global Content Strategy & Execution

• Set the vision for how content drives merchant acquisition, activation, retention, and commerce authority across all markets and journey stages

• Own the content engine across blog, newsletter, YouTube, podcast, SEO/GEO, and emerging channels

• Tie content themes to business priorities: product launches, category expansion, GTM campaigns, thought leadership, and international growth

• Build repeatable frameworks that translate merchant insights, product capabilities, and market opportunities into extensible narratives

• Drive editorial excellence across formats while maintaining velocity, accuracy, and brand consistency

Measurement, Analytics & Growth

• Define success metrics for each content program: awareness, engagement, attribution, operational, and ROI

• Lead complex analyses across organic channels; synthesize behavioral, performance, and audience data into actionable insights and package for executive reporting

• Build measurement infrastructure: dashboards, attribution models, testing frameworks, and reporting cadences

• Partner with Data, Finance, and Product to translate performance insights into strategic recommendations for leadership

• Establish testing and experimentation rigor: hypotheses, success criteria, kill/scale decisions, and post-mortems

• Identify and close gaps with cross-functional alignment: publishing frequency, channel mix, audience coverage, international markets, format opportunities

Operational Leadership & Scalability

• Run a high-velocity, always-on content operation that ships quality work at speed across channels and markets

• Own the P&L: budget planning, ROI accountability, resource allocation, and investment cases for new initiatives

• Build scalable systems: workflows, templates, approval processes, governance frameworks, and AI-powered tooling to increase throughput without sacrificing quality

• Create reusable assets: narrative libraries, messaging frameworks, content blocks, brand guidelines, and claim governance processes

• Drive operational rigor: capacity planning, pipeline health, SLAs, quality checks, and process documentation

Cross-Functional Leadership & Influence

• Serve as the content authority across decentralized marketing organization. Seek opportunities for connectivity and narrative synergy

• Serve as the content authority across decentralized marketing organization. Seek opportunities for connectivity and narrative synergy

• Serve as the content authority across decentralized marketing organization. Seek opportunities for connectivity and narrative synergy

• Serve as the content authority across decentralized marketing organization. Seek opportunities for connectivity and narrative synergy

• Serve as the content authority across decentralized marketing organization. Seek opportunities for connectivity and narrative synergy

Innovation & New Growth Vectors

• Identify and validate new content opportunities: formats, channels, AI applications, personalization, community, and distribution strategies

• Run pilots and experiments to test hypotheses, prove value, and build business cases for scaling

• Partner with Content Labs to drive AI adoption across ideation, production, localization, personalization, and measurement to unlock step-function improvements in velocity and impact

• Build for international scale: localization playbooks, regional content strategies, and market-specific measurement

Must-Haves

• 12+ years in content marketing, with at least 5 years leading content organizations in B2B SaaS, commerce platforms, or high-growth tech companies

• Proven track record building and scaling global content operations that delivered measurable business outcomes (e.g., pipeline, revenue, acquisition, retention)

• Deep expertise across content formats and channels: SEO/GEO, video, audio, social, newsletters, webinars, in-product, community, influencer

• Strong analytical and strategic thinking: you understand attribution, measurement frameworks, audience segmentation, and how to translate data into action. You know how to direct data and finance builds

• Budget and P&L ownership: experience managing multi-million dollar content budgets and proving ROI to executive leadership

• Cross-functional leadership: you've partnered with Product, GTM, Data, PR, Revenue, and Engineering to drive alignment and execute complex initiatives

• Operational excellence: you know how to build systems, workflows, and teams that ship fast without sacrificing quality

• International experience: you've led or scaled content for global audiences, navigated localization, and understood market-specific nuances

• Experience managing high volume programs with large contributor networks (freelancers, agencies)

• Editorial judgment and craft standards: you can write, edit, and coach; you hold a high bar for clarity, accuracy, and storytelling

• AI fluency: you understand how to apply AI to content creation, personalization, and measurement to drive efficiency and impact