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Content Marketing and PR Manager
Brown Brothers Harriman & Co
Boston, MA, United States
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As our Investor Services Content Marketing and PR Manager, you will have overall responsibility for InServ's global thought leadership strategy and plan execution. This includes driving the overall TL strategy for the business, working with the business to generate content ideas, and writing and editing TL pieces in collaboration with BBH experts. You will also be responsible for distribution strategy and PR strategy/execution in support of this proprietary content.
In this role, you will work closely with InServ business leaders, Relationship Managers, SMEs, and the Marketing team to understand the intersection of market demand and BBH expertise, and with the PR firm to determine media appeal. You will generate a prioritized editorial calendar of integrated thought leadership campaigns (written, video, social, etc) to produce and distribute to the target market(s).
Additionally, you will manage a business analyst and be supported by a central marketing team for the graphic design, marketing compliance and operational distribution functions. To be successful in this position, you must think like a publisher/journalist, leading the development of content initiatives in all forms to drive new and current business and support the BBH brand.
Responsibilities Include
Strategy Development
• Develop a global thought leadership strategy for the Investor Services business.Strategy should be inclusive of content ideas, creation, execution, distribution (including media) and measurement best practices, and should support and extend marketing initiatives, both short- and long-term. Determine which methods work best for the brand and why.
• Together with PR firm, develop and execute content specific media strategy
• Develop/maintain standards, systems and best practices (both human and technological) for content creation, compliance, distribution, maintenance, content retrieval and content repurposing, including the real-time implementation of content strategies.
• Leverage market data to develop content themes/topics and a plan to develop the assets that supports a point of view and educates customers in ways that lead to critical behavioral metrics.
• Manage TL budget
• Develop practices to measure effectiveness and drive continuous improvement of content/PR strategy.
Content Creation
• Design content programs and determine format and distribution method for each to ensure it captures mindshare of target market (print, video, social, media, etc).
• Ensure consistent global experience and implement appropriate localization/translation strategies.
• Develop a functional content calendar throughout the enterprise verticals.
• Ensure all content is on-brand, and optimized for search and user experience across a variety of multimedia and print channels. This is to be done for each buyer persona within the enterprise.
• Conduct ongoing usability tests to gauge content effectiveness and make/implement recommendations based on those results. Measure effectiveness.
• Establish work flow for requesting, creating, editing, publishing, and retiring content. Supervise the maintenance of content inventories and matrices
Video Production Oversight
• Working with outside vendors and BBH Creative, produce and distribute video content in accordance with TL strategy for major campaigns
• Curate PR related and other video assets which relate to TL campaigns and integrate into TL distribution plan
Event Management
• Working with BBH Event Planning, design and oversee BBH hosted events related to primary TL campaigns
• Working with Marketing Managers, set speaking strategy at industry conferences for BBH thought leaders and subject matter experts
• Support speakers in preparing visual content for use at events
People Management and Administration
• Supervise writers, editors, content strategists; be an arbiter of best practices in grammar, messaging, writing, and style.
• Supervise TL Business Analyst/editor
Qualifications
• 10+ years of financial industry marketing experience (asset servicing a plus)
• Bachelor’s degree or equivalent work experience
• MBA or other advanced degree preferred
• Exceptional writer, editor, communicator with experience in managing rich media and video projects
• Experience and ideas about integrated thought leadership, creating compelling messages for different target market segments
• Experience working with PR firm/media
• Must be able to manage multiple complex deliverables with little oversight
Grade-10
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We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, gender, national origin, age, genetic information, creed, marital status, sexual orientation, gender identity, disability status, protected veteran status, or any other protected status under federal, state or local law.
Full time
Boston