VP of Content Strategy & Execution
Company: Fin'l Services General, Windsor, CT
Posted on: September 15, 2018
Oversees marketing content initiatives in all forms , both internal and external, across multiple platforms and formats across Corporate and Retirement to drive sales (new and current business), engagement, retention, leads, and positive customer behavior.
The position collaborates with the departments of public relations, communications, marketing, customer service, IT and human resources to help define both the brand story and the story as interpreted by the customer.
Profile Description: Builds 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. Collects reviews and analyzes market campaign and communication initiatives to determine best practices. Develops and implements effective best practice programs for products and services target to customers and networks for use by all relevant segments. Develops a functional content calendar throughout the enterprise verticals, and defining the owners in each vertical to particular persona groups. Embodies a digital first communications development approach and skilled in the delivery of this objective. Ensures integration between product marketing communication activities and the company’s broader brand management goals. Ensures 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. Integration of content activities within traditional and digital marketing campaigns. Conducts ongoing usability tests to gauge content effectiveness. Gathering data and handle analytics (or supervise those who do) and make recommendations based on those results. Working with owners of particular content to revise and measure particular content and marketing goals. Develops 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. Leverages 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 work flow for requesting, creating, editing, publishing, and retiring content.
Works with technical team to implement appropriate CMS. Conducts periodic competitive audits. Supervises the maintenance of content inventories and matrices. Knowledge and Experience Bachelor’s degree in business, marketing, communication or related discipline. MBA is a plus 10+ years marketing experience in corporate or agency setting 10+ years Retirement experience 5+ years of staff management experience Creative thinker with strength in digital and social marketing Proven success at strategic Marketing communications management activities Experience building and executing strategies specific to Retirement audiences Exceptional verbal and written communication skills, including strong ability to present plans/presentations in groups or 1:1 settings
Keywords: Fin'l Services General, Windsor, CT, New England , VP of Content Strategy & Execution, Executive , Windsor, Northeast
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