Director, Brand and Marketing Content Strategy

Job Locations US-MA-Boston
Posted Date 2 weeks ago(10/14/2020 12:44 PM)
Requisition ID
2020-9088

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Cengage_Logo_Color

Do you dare to reinvent the future of education?

Cengage has a powerful story to tell. Every day, we’re helping students become more confident learners and move down the path towards lifelong success. We need you to help us tell that story.  As our Director of Brand and Content Marketing Strategy, you’ll develop the strategy, vision, and comprehensive integrated content plan that increases brand awareness and inspires our customers in the Higher Education market, drives web and social traffic, creates customer engagement, drives conversion and increases consumer loyalty. Critical stuff.

Are we right for you?

Cengage’s Higher Ed brand and content leader will embrace cross-functional collaboration, working closely with marketing, sales, product, strategy and customer experience experts, to develop the strategy and execution for all things brand and content, helping to shape the success of our customer-first go-to-market strategy. The role will require hands-on content development as well as working with a team of in-house writers and external resources to meet the goals. You will be an editorial expert and writer extraordinaire, using those written and curation skills to build a pipeline for our inbound content marketing engine and delight side of the business, including blog posts, ebooks, quizzes, listicles, case studies, success stories, testimonials, white papers, infographics, videos, presentations and more. 

 

And it’s not just words. You’ve got powerful design instincts too so you’ll help influence visual storytelling approaches to bring our brand to life. You will manage an editorial calendar that encompasses both B2B and B2C audiences and the full customer journey, collaborating with content and creative teams to produce the right kinds of content and right design at the right time to have the best impact on our diverse audiences. You will create a Brand and Content Marketing Center of Excellence responsible for designing, monitoring, measuring and improving the entire content ecosystem, providing content for use along our entire customer lifecycle, supporting our brand.

What You'll Do Here:

  • Working with customer, product and market leaders across the organization, lead the creation of a powerful brand story for the Cengage Higher Education business unit that increases brand awareness and affinity. 
  • Develop comprehensive content strategies for integrated demand generation campaigns and content experiences, and the corresponding deliverables that bring those narratives to life.
  • Every day, you will pull in stories and examples from customers into the content we send to the market, so the customer voice pervades everything thing we do.
  • Work closely across marketing to ensure that our overall content strategy and asset creation drives our business goals and aligns with marketing objectives.
  • Manage the production of evergreen content—from concept through execution—for delivery across a wide variety of vehicles and channels
  • Stay appraised of industry trends and competitors to aid in the development of a people-first content roadmap that supports our customer audiences across their entire journey resonating with their needs and wants.
  • Conduct a content/creative audit and inventory to understand current capabilities and create a centralized content and creative asset library.
  • Analyze gaps in how the content inventory maps to our customer audiences and their specific customer journey requirements and conduct monthly content inventory and content creation updates to fill those gaps.
  • Oversee content measurement and key performance indicators (KPIs), including the design and operation of dashboards, reports and analyses in collaboration with the Analytics team.
  • Manage centralized editorial calendar and schedule with reporting on deliverables to support content visibility, transparency, and brand governance
  • Serve as Center of Excellence for all Higher Ed content marketing and brand efforts.
  • Gather, synthesize, and analyze internal and external research and organize these insights into sound content strategies shareable across channel
  • Create plan and communicate how a best in class brand and content strategy requires contributions from the entire organization.
  • Maintain external vendor relationships for availability of specialized expertise, freelancer and agencies as services are required
  • Co-own and co-manage requirements definition, selection and implementation of all content- related technologies

Skills You Will Need Here:

  • Bachelor's degree in marketing, journalism, communications, or business required,
  • 8+ years of proven experience in progressive Marketing roles
  • 5+ years specifically in B2B Brand and Content Management Experience, preferably a blend of content strategy, analytics, content within campaign design and overarching brand management
  • Experience delivering compelling, specific messaging for each stage of the buyer journey, creating an engaging customer experience with bottom-line results
  • Demonstrated ability to establish a brand
  • Proven reputation as a highly credible and collaborative cross-functional team player with success building consensus via heavy collaboration across all functions and levels in a highly matrixed organization
  • Understanding of KPIs, data analysis and reporting as they relate to SEO, SEM, and eCommerce with experience conducting A/B tests across channels to continuously optimize content performance
  • Strong analytical skills; ability to measure and effectively communicate results; thinks in terms of and enjoys discussions of ROI
  • Highly developed verbal and written communication skills
  • Operate at hands-on detailed level in addition to thinking strategically
  • Professionalism balanced with a fun attitude and sense of humor
  • Advanced knowledge of digital marketing landscape and emerging technologies and trends
  • Experience with latest generation of experiential content and marketing methods for engaging audiences
  • Demonstrated leadership qualities that strongly align with Cengage’s Ethos

 

Preferred Skills/Knowledge/Experience:

  • Background in SaaS/Ed Tech company
  • B2C content experience a plus

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