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Sr Manager, Content

Waltham, Massachusetts, United States

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Sr Manager, Content

Waltham | Massachusetts | United States



The Sr Manager, Content is responsible for marketing content initiatives across multiple platforms and formats to drive sales, engagement, retention, leads and positive customer behavior. This role is an expert in all things related to content and channel optimization, brand voice and meaningful measurement.

Responsibilities

The job of the Sr Manager, Content is to think like a publisher/journalist, leading the development of content initiatives in all forms to drive new and current business. This includes:
  • Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content including online, social media, email, point of purchase, mobile, video, print and in-person. This is to be done for each buyer persona within the enterprise.
  • Mapping out a 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 is a must.
  • Responsible for strategy and ongoing success of content calendar defining the owners in each vertical to particular persona groups.
  • Supervising writers, editors, content strategists; be an arbiter of best practices in grammar, messaging, writing, and style.
  • Integration of content activities within masterbrand, product marketing campaigns, tradeshows/events/speaking engagements.
  • Developing standards, systems and best practices 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 execute a plan to develop the assets that support a point of view and educate customers that leads to critical behavioral metrics.
  • Establishing workflow for requesting, creating, editing, publishing, and retiring content.
  • Supervising the maintenance of content inventories and matrices.
  • Ensuring consistent global experience and implement appropriate localization/translation strategies.
  • Participation in the hiring and supervising of content/story leaders in all content verticals.


Success Criteria

The Head of Content is measured on the continual improvement of customer nurturing and retention through storytelling, as well as the increase in new prospects into the enterprise through the consistent development and deployment of content to each persona group. Success criteria include:
  • Positive brand recognition and consistency across chosen published channels.
  • An increase in defined customer engagement metrics (measured by users taking the desired action...i.e. conversions, subscription, purchase, etc.).
  • Website and social media traffic growth.
  • Conversion metrics definition and growth.
  • Social media positive sentiment metrics.
  • Customer feedback and survey data.
  • Increases in key search engine keyword rankings.
  • A decrease in sales/buying cycles.
  • Clearly defining content distribution during particular stages of the buying cycle
  • Identifying up-sell and cross-sell opportunities through content analysis, and deploying content assets for higher conversion rates.

Experience and Education Required
  • Bachelor's degree in English, Journalism, Public Relations or related communications field. MBA in marketing a plus.
  • 10-15 years of experience as a respected leader in multichannel content creation (publishing, journalism, etc.).
  • Experience with creating compelling messages for different target demographics. Crisis communications experience a plus.
  • Expertise in all major business software applications (Adobe Creative Suite, Microsoft Office, etc.).
  • Multilingual abilities a plus.


Skills Required

This position requires a combination marketing and publishing mindset, with the most important aspect being to think customer first. Specific skills required include:
  • Proven editorial skills.
  • The ability to lead and inspire team of content creators to achieve our company's stated goals.
  • Skill at both long-form content creation and real-time (immediate) content creation and distribution strategies and tactics.
  • The ability to think like a consultant (and act like an educator), intuitively understanding what the audience needs to know and how they want to consume it.
  • A passion for new technology tools and usage of those tools within your own blogs and social media outreach. Social a plus!
  • Clear articulation of the business goal behind the creation of a piece (or series) of content.
  • Leadership skills required to define and manage a set of goals involving diverse contributors and content types
  • Project management skills to manage editorial schedules and deadlines within corporate and ongoing campaigns.
  • Excellent negotiator and mediator.
  • Incredible people skills.
  • Fluency in web analytics tools (Adobe Omniture, Google Analytics), social media marketing applications (HootSuite, Tweetdeck, etc.) and leading social media monitoring platforms preferred
  • A willingness to embrace change and to adapt strategies on the fly.
  • Great powers of persuasion and presentation (PowerPoint)
  • Experience creating a resource or library of content organized indicating SEO, translations and version control.
  • Passion for continuous learning - latest platforms, technology tools and marketing solutions through partnerships.


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