Job description
Overview:
The Director, Content oversees all marketing content initiatives, both internal and external, across multiple platforms and formats to drive engagement, retention, leads and positive member behavior. This individual is an expert in all things related to content and channel optimization, brand consistency, segmentation and localization, analytics and meaningful measurement. Responsibilities:
Develop 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.
Drive the editorial calendar, including Khoros scheduling: determine what gets published and when; brings forward innovative editorial concepts. Fosters natural storytelling from writing team yet strikes the balance between producing quality content and measuring the impact on the brand and business.
Own KPIs for Your AAA and social channels, including organic traffic/follower growth, organic lead growth, etc. Leverage internal product/operational data and external market data to develop research ideas that support and amplify the company’s storytelling.
Triage and prioritize content requests from various stakeholders.
Analyze content performance against key business metrics, reporting back to the team on a regular basis and adjusting strategy/tactics as needed to meet business objectives.
Maintains a deep understanding of the brand and effectively utilizes editorial judgement to ensure all content supports AAA's mission/goals. Qualifications:
Experience:
Skills:
Big-picture thinker with top-notch editorial skills who can understand and work with stakeholders, constantly evolving content experiences while expanding reach to different audiences in relevant distribution channels.
The Director, Content oversees all marketing content initiatives, both internal and external, across multiple platforms and formats to drive engagement, retention, leads and positive member behavior. This individual is an expert in all things related to content and channel optimization, brand consistency, segmentation and localization, analytics and meaningful measurement.
Oversee a team of creators/vendors for all formats of content; provide guidance, input, edits, feedback, and mentorship to writers as needed. Content includes short and long form articles, guides, video scripts, advertising copywriting, etc. — to support brand building, demand generation, product marketing and sales activities. Continuous evolvement of strategy is a must.
Develop 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.
Drive the editorial calendar, including Khoros scheduling: determine what gets published and when; brings forward innovative editorial concepts. Fosters natural storytelling from writing team yet strikes the balance between producing quality content and measuring the impact on the brand and business.
Own KPIs for Your AAA and social channels, including organic traffic/follower growth, organic lead growth, etc. Leverage internal product/operational data and external market data to develop research ideas that support and amplify the company’s storytelling.
Triage and prioritize content requests from various stakeholders.
Analyze content performance against key business metrics, reporting back to the team on a regular basis and adjusting strategy/tactics as needed to meet business objectives.
Maintains a deep understanding of the brand and effectively utilizes editorial judgement to ensure all content supports AAA's mission/goals.
Education:
Bachelor's in Journalism, Communications, English or related field required
Master's preferred
Experience:
10+ Experience as a respected leader in multichannel content creation (publishing, journalism, etc.).
Experience creating a resource or library of content organized indicating seo, translations and version control.
Skills:
Strong research, technical and analytical skills
Familiarity with principles of marketing (and the ability to adapt or ignore them as dictated by data).
Solid knowledge of SEO methodologies/tools
Proficient in working in content management systems such as WordPress
Must possess exemplary editing, writing, organizational and time-management skills.
Strong working knowledge of Microsoft Office Suite (Outlook, Word, PPT, Excel) and Adobe Acrobat (PDF)
Proven executional abilities and experience meeting tight deadlines and juggling multiple responsibilities
Excellent communicator
Must function as a team player with the ability to effectively build professional relationships with vendors and Club employees in all levels of organization authority.
Analytical and solutions oriented mindset with demonstrated ability to leverage data and analytics to inform decisions
Some experience working with CMS and multiple digital formats, including web, mobile, social media, infographics and more preferred but not required
Must have experience with multimedia publishing.
Must have familiarity with latest Macintosh hardware and related Web, graphic and publication software, including Dreamweaver, InDesign, Photoshop, Adobe Acrobat and other prepress software.
Advanced verbal and written communication skills are required
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