The posting
Humane Choices Foundation Volunteer Digital Marketing Manager Remote | Part-time | Volunteer | Reports to Director of Marketing
About Us
The Humane Choices Foundation (humanechoice.org) is a Canadian volunteer-driven nonprofit fighting to reduce animal suffering, advance animal rights, and promote plant-based living. Our work spans farmed animal advocacy, ocean and marine life protection, and education around the environmental cost of industrial animal agriculture. We show up on campuses, online, and wherever young people are asking hard questions about the world they are inheriting. The people who find us tend to stay, because the work feels real.
The Opportunity
We are looking for a Volunteer Digital Marketing Manager who understands that the most powerful thing a mission-driven organization can do online is show up when people are actively searching for answers. This role is built around discoverability. You will own our search presence, shape how we appear in an era where AI tools are changing how people find information, and build a digital marketing engine that works for us around the clock, not just when we post something new.
If you have ever wanted to put serious digital marketing skills toward a cause that genuinely matters, this is that opportunity.
What You Will Do
Search Engine Optimization (SEO)
- Conduct thorough keyword research to identify the terms and questions our target audiences are actively searching for, across animal rights, plant-based living, environmental advocacy, and related topics.
- Develop and execute an on-page SEO strategy across our Wix website, including metadata, headings, internal linking, URL structure, and image optimization.
- Build an off-page SEO strategy that grows our domain authority through ethical link building, partnerships, and content syndication.
- Conduct regular technical SEO audits to identify and fix issues affecting crawlability, page speed, mobile performance, and indexation.
- Track keyword rankings, organic traffic, and search visibility and report on progress clearly and regularly.
- Collaborate with our content team to ensure every blog post, resource page, and campaign landing page is structured to rank.
Answer Engine Optimization (AEO)
- Optimize our content to appear in AI-generated answers, featured snippets, and voice search results, understanding that a growing share of our audience will find us through tools like ChatGPT, Perplexity, Google AI Overviews, and similar platforms.
- Structure content using clear question-and-answer formats, schema markup, and authoritative sourcing so that AI tools are more likely to pull from and cite our work.
- Identify the questions people are asking about animal rights, veganism, and plant-based living and ensure we have clear, credible, well-structured answers published and optimized on our site.
- Monitor how HCF is referenced or cited in AI-generated responses and work to improve our visibility and accuracy within those results over time.
- Stay current on how AEO best practices are evolving as AI search tools develop rapidly.
Content Strategy and Distribution
- Work closely with our content team to build a content strategy grounded in search demand rather than assumptions about what our audience wants to read.
- Ensure content is structured for both human readers and search engines, balancing readability with technical optimization.
- Develop a content distribution strategy that extends the reach of every piece we publish beyond organic search, including email, partnerships, and syndication.
- Identify evergreen content opportunities that will continue driving traffic months and years after publication.
- Repurpose high-performing content into formats suited to different channels and audiences.
Email Marketing
- Manage our email marketing program end to end, from list building and segmentation through to campaign creation and performance analysis, within full CASL compliance.
- Write and structure emails that drive meaningful action, whether that is reading a new blog post, sharing a resource, signing a petition, or supporting the foundation.
- Build automated sequences for new subscribers that introduce HCF, establish trust, and deepen engagement over time.
- Track and improve open rates, click-through rates, and list health consistently.
Paid Digital and Performance Marketing
- Plan and manage paid search campaigns through Google Ads, including nonprofit grant applications to access Google Ad Grants for eligible organizations.
- Develop and test paid campaigns on Meta or other platforms when budget allows, with a clear focus on measurable outcomes.
- Ensure all paid activity is tied to clear conversion goals and tracked properly.
- Report on paid performance in plain language with honest assessment of return on investment.
Analytics and Reporting
- Own our analytics infrastructure, ensuring Google Analytics, Google Search Console, and any other tracking tools are properly set up and producing reliable data.
- Report weekly on core metrics including organic traffic, keyword rankings, email performance, and campaign results.
- Translate data into clear recommendations that the broader team can understand and act on.
- Use performance insights to continuously refine our digital marketing approach across every channel.
What We Are Looking For
Required
- Demonstrated experience in digital marketing with a specific focus on SEO, including both on-page and technical optimization.
- Working knowledge of AEO principles and how AI-driven search is changing content discoverability.
- Familiarity with tools such as Google Search Console, Google Analytics, SEMrush, Ahrefs, or similar.
- Strong analytical thinking with the ability to turn data into clear, actionable decisions.
- Good writing skills with an understanding of how to write content that serves both readers and search engines.
- Self-directed and organized, comfortable managing multiple priorities in a remote volunteer environment.
- Genuine alignment with the mission and values of the Humane Choices Foundation.
Nice to Have
- Experience running Google Ad Grants for a nonprofit organization.
- Familiarity with schema markup and structured data implementation.
- Background in content marketing, particularly for advocacy, health, or sustainability topics.
- Knowledge of CASL and Canadian email marketing compliance.
- Experience with Wix SEO tools or similar website platforms.
- Understanding of how large language models and AI search tools index and surface content.
Why Join Us
SEO and AEO work compounds over time. The rankings you build, the answers you optimize for, the authority you establish, those keep working long after the effort that created them. At HCF, that compounding effect goes toward protecting animals and shifting how people think about the choices they make every day. That is a worthwhile place to put serious skills.
- Strategic ownership of our entire digital marketing and search presence.
- The opportunity to build an SEO and AEO foundation from scratch, the right way.
- A flexible, fully remote volunteer arrangement built around your life.
- Close collaboration with our content, video, and leadership teams.
- Meaningful portfolio experience in nonprofit and advocacy digital marketing.
humanechoice.org
