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Director of Content
Banco Santander
Boston, MA, United States
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Description
Reporting into Digital Marketing, this candidate will head up the strategic evolution of our Consumer & Business Content Marketing Programs, Social Media Channel Strategy, Search Engine Optimization (SEO) Program and Local SEO Program.
This leader will own setting the strategic roadmap for these channels, delivering meaningful progress each year in their evolution, educating the organization on Social Business opportunities, defining projections and delivering measurement for the executive team on their performance, partnering with external agencies and vendors to ensure on-time delivery quarterly.
This leader will be supported by team members to execute on the delivery requirements for each program, e.g. agency management, editorial content calendar management, leading cross-department content ideation, and managing content approvals to launch content into production. In addition, this leader’s team will manage multi-channel content distribution for the Consumer and Business Content hubs through paid media, SEO, e-newsletter signups, and increased usage of content in other direct, digital, and sales-team delivery channels.
This leader will own holding agency partners accountable to strong projections and measurement plans.
The Content-SEO-Social lead will need to have experience in MTA (multi-touch attribution) measurement to drive the evolution of the measurement of these programs, and other digital programs, from last-click to an attributed view of performance. This leader’s scope will also be the Bank’s owner of bottom-up MTA measurement usage for all channels, including digital advertising.
The ideal candidate will implement a more consumer-journey focused social & content marketing growth strategy that takes into account segments, value proposition-aligned messaging strategies based on consumer insights, behavioral data, and development of content marketing playbooks based on consumer lifetime value. This Digital Marketing team member will forge strong working partnerships with our media and brand agencies, MTA vendor, and DMP vendor, to be successful in driving accelerated content marketing success.
Beyond Marketing, this lead must help drive the adoption of all facets of Social Business for the Bank. The Social roadmap development will include educating other parts of the Bank on what Social opportunities exist, and how to manage the risks of entering Social Business. The candidate must drive a Social Roadmap that helps customer service, external communications, HR, and sales teams grow in their use of Social Media.
This marketer must have references that would describe them as an effective change agent who is strong at embracing new digital marketing strategies, teaching others how digital marketing, content & segment marketing, and new supporting channels and technologies work. The role requires not only digital marketing subject matter expertise but a hungry, entrepreneurial spirit for changing the way we market. The ideal candidate for this position will keep a tight focus on continuously driving additional engagement and sales. In addition, they will keep the internal organization and our external delivery partners, such as agencies, on our toes re: what is new and next to continue to expand our business via digital evolution. The ideal candidate must have MTA solution usage in their work history.
Responsibilities:
• Goals: Establish annual goals for the growth and development of Content – Social – SEO – Local SEO programs; adjust and evolve programs over time to meet these goals. Leverage channel best practices, including outside of industry, to shift consumer brand perceptions and cement Santander as a top of mind and findability in financial services.
• Strategic Plans: Continually identify and evaluate key marketplace trends, customer needs and journeys, and develop opportunities for Santander to create relevant Social and Content experiences that deliver on critical business metrics. Map out an evolving annual strategy that supports and extends marketing and other business initiatives, both long and short term.
• Delivery: Ensure on-time delivery of quarterly plans. Own continuous improvement of delivery process for the Social – Content – SEO programs which leverage multiple parties to execute end-to-end from concept to launch and to enable ongoing testing & learning. Ensure 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, email, mobile, video, search, web site, paid advertising, native distribution, influencers. Integrate content activities into traditional marketing campaigns and direct marketing.
• Partnership Management: Develop strong working partnerships with the web site content team, Product teams, Brand Team, and other functional areas to ensure all activities support and are consistent with high-level company strategy. Manage outside agencies, freelancers, partners, internal creative and stakeholders.
• Measurement: Define, analyze and communicate key metrics and business trends, providing regular reporting and data support to key executive stakeholders. Lead MTA usage for the bank. Serve as the Bank’s change agent for enabling bottom-up MTA measurement for all channels, including digital advertising.
• Education: Educate the organization on all facets of Social Business for the Bank. Build education for business lines on Content, SEO, and Social benefits.
Qualifications
• 7-10 years of relevant work experience in Social, SEO, Content Marketing, Digital Marketing, and Digital Strategy. Financial Services or regulated industry rules/regulations pertaining to Digital Channels is a plus.
• Ability to think strategically and to develop a vision and a strategy
• Social DNA
• SEO subject matter expertise
• Performance-marketing drive for closed-loop analysis; ability to synthesize and interpret data to build meaningful conclusions and recommended actions
• Strong understanding of modern day media platforms and the techniques used to engage consumers
• Capable of organizing and managing complicated projects with numerous stakeholders
• Demonstrated ability to influence and communicate internally and externally
• Proven experience driving audience growth
• Ability to thrive in a fast-paced, fluid, and collaborative environment.
• BA/BS degree or equivalent practical experience
At Santander, we value and respect differences in our workforce and strive to increase the diversity of our teams. We encourage everyone to apply.