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Director, Marketing Content - Gates, United States - Assurant
Description
Job SummaryThe Director, Marketing Content oversees and delivers written marketing content for all of Assurant's line of business across multiple platforms and formats in order to drive awareness/sales/retention, reinforce the Assurant brand strategy, and deliver memorable customer/client experiences.
Maintains global marketing content portfolio for each line of business.Collaborates with the areas of brand, external communications and digital marketing to define the Assurant brand story and steer the way our story is interpreted by clients, prospects, investors, communities and customers.
In addition to serving as a trusted source and strategic partner in all things related to copywriting, content development and brand implementation (particularly in regard to the voice, tone and style of branded communications); this individual also serves as marketing generalist responsible for helping Assurant marketers infuse an enterprise mindset into all marketing communications.
This position is responsible for working with line of business marketers to develop emotive, interesting and differentiated, strategic value propositions for the Assurant enterprise and its lines of business; highly differentiated and resonant product positioning; and thought leadership content in support of Assurant business units - while managing a team of line-of-business focused writers, copyeditors and proofreaders.
The position requires a strategic thinker that can work with marketing, channel and creative teams to identify gaps in both strategy and content, connect the dots, and make strategic recommendations.
The position also requires a highly creative thinker accustomed to working in collaboration with designers, storytellers and marketers to generate differentiating campaigns that build brands.
Job ResponsibilitiesContent Strategy — 30%
Works with Assurant business and enterprise leaders to align marketing messages to business goals. Distills complex ideas into clear, easy to understand content using established principles of digital marketing storytelling.
Researches industry-related topics (combining online sources, interviews and studies.) Researches competitors to ensure differentiation.
Develops and implements messaging framework processes to ensure consistency across a matrixed, global organization.
Works with line of business and digital marketers to understand sales/marketing strategy, develop campaigns, define marketing key messages and product specifics.
Lead annual content and campaign audits and assessments, and develop plans needed to execute recommendations and close gaps.Collaboratively define and roll out a global content operating model across key regions, distilling best practices, key messages and content assets globally.
StrategicContent Development — 40%
Works with marketing and communication stakeholders to develop clear, compelling positioning for products and services that present our global brand and our expertise in a compelling, differentiated light.
Work with marketers, subject matter experts and senior leaders to organize complex ideas into clearly articulated value propositions and compelling campaigns.
Ideates and develops high quality web content, ebooks, whitepapers, blogs, social content, email content, video scripts, etc., optimized for search engines and targeted to a specific audience to achieve specific objectives.
Build a web content calendar aligned to SEO optimization and link-building goals, ultimately attracting a qualified audience to our site and driving conversions.
Plan an organic social calendar that aligns back to priority content topics, themes and IMC initiatives, as well as building on reputation topics such as CSR, employee engagement and timely holiday opportunities.
Build and oversee content amplification plans aligned to meet goals.Team
Management — 30%
Manages a team of copywriters, SEO researchers, copyeditors and proofreaders, serving as a mentor and sounding board to ensure consistent, quality output.
Works in tandem with the Director, Marketing Design to ensure alignment between the content and design teams. Works in direct partnership with Director, Marketing Design for high value enterprise-wide campaigns.Ensures all content and copy development generated by the team is delivered to clients on time, meeting and exceeding expectations.
Meets regularly with team to ensure issues or ideas are heard and addressed. Generates reports on RoboHead to understand metrics and trends.Works closely with channel teams to identify target channels for each effort and ensures content is versioned and optimized for each channel
Basic Qualifications
Four-year college degree majoring in Marketing, English, Communications or Journalism
3yrs+ managing content creators in an agency or corporate setting
5yrs+ copywriting, content and campaign experience for agency or in-house corporate creative team
Preferred Skills
Strong digital/social content portfolio that demonstrates originality, innovation, problem-solving, personal expression and results-oriented content
Strong ability to influence others and move stakeholders toward a common vision or goal. Highly effective presentation skills.
Strategic thinker, able to connect the dots to distill complex ideas into a easily understood and differentiated stories.
Able to collaborate with executives, marketers and designers, serving as a strategic marketing partner
Understanding of the principles of scriptwriting. Able to work with videographers and motion graphics designers to deliver scripting fit for purpose.
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