Your responsibilities will include:
This role will lead enterprise content strategy and provide BU guidance on the development of content initiatives in all forms to drive prospect and customer engagement.
•Mapping out a global content strategy that supports and extends marketing initiatives, both short- and long-term, determining which methods work for the brand and why. Continuous evolvement of strategy as well as the integration with our content management system is a must.
•Ensuring all content is on-brand, consistent in terms of style, quality, tone of voice, and optimized for search and user experience for all channels of content including online, social media, email, mobile, video, print and in-person. This is to be done for each buyer persona within the business group.
•Guidance on a functional content calendar, within the divisions, and helping to define ownership.
•Supervising copywriters, editors, as needed; this role will be a leader of best practices in grammar, messaging, writing, style, and search engine optimization in close partnership with the Sr SEO strategist.
•Guidance to business unit stakeholders on the integration of content activities within traditional marketing campaigns.
•Conducting ongoing usability tests in partnership with cross-functional business partners to gauge content effectiveness. Gathering data, oversee those who manage analytics and make recommendations based on those results. Working with owners of content to revise and measure particular content and marketing goals.
•Developing standards, systems, and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval and content repurposing, including the real-time implementation of content strategies.
•Leveraging market data to develop content themes/topics and recommend a plan to develop the assets that support a point of view and educate customers that leads to critical behavioral metrics.
•Conducting periodic competitive audits.
•Supervising the maintenance of content inventories and matrices.
•Partnering with global partners to ensure a consistent global experience and implement appropriate localization/translation strategies as appropriate.
•Develops training materials and best practices resources for Content and SEO to be shared across the organization. Oversees public-facing pages of site and is responsible for title, content, video, PDF, and image optimization.
•Partnering with development team to designate and implement technical SEO updates and enhancements which may include the implementation of hreflang instructions, canonical tags, meta descriptions, page headers, sitemaps, and image tags. Provides direction on site architecture and linking strategies.
Work closely with franchise partners and the Experience Design and Creative Team and Branding on creative and branding initiatives to ensure a consistent message across channels.
• Bachelor's degree in English, Journalism, Public Relations, Marketing, or related communications field.
• 8-10 years of experience as a respected leader in multichannel content creation (publishing, journalism, etc.).
• Experience with creating compelling messages for different target demographics.
Expertise in all major business software applications (Adobe Creative Suite, Microsoft Office, etc.).
• Intermediate to advanced SEO understanding including both Content and Technical SEO expertise. Must understand how to integrate SEO strategy into content development and site architecture. Able to communicate technical concepts to audiences with non-technical backgrounds.
• Audience development and subscription strategies experience a plus.
• SFDC product experience a plus (Marketing cloud, Pardot, SalesCloud, marketing automation)