Senior Content Marketing Manager

Marketing Toronto, Ontario


Description

Working closely with the AVP, Corporate Marketing, the Senior Content Marketing Manager is key in driving Foresters Financial towards an enterprise-wide content marketing strategy that will support and extend our digital marketing initiatives and allow for high value results, operational efficiencies, consistency in voice and message and reduce reputational risk.

 
Key Responsibilities / Accountabilities

 LEADERSHIP

  • Partner with the AVP, Corporate Marketing to development a global cross-functional enterprise-wide content marketing strategy
  • Lead content development efforts through Corporate Marketing’s owned, earned and paid channels
  • Manage team of communications experts, including a Content Specialist and Corporate Marketing Specialist, to deliver timely, engaging and measurable content
  • Work with content producers across the organization to align global content efforts with business goals, while influencing the development, production, presentation, evaluation, sharing and measurement of content
  • Identify business goals, assign roles and determine priorities
  • Manage key message development and dissemination, working closely with the International Brand Communications team to ensure the marketing toolkit is continually up-to-date from a style guide and messaging perspective
  • Responsibility over global corporate communications messaging i.e. global news releases
  • Manage outside vendors as required

 STRATEGY

  • Develop standards, systems and best practices for content creation, distribution, maintenance, retrieval and repurposing
  • Continuously evolve content strategy to meet changing Search Engine Marketing and Optimization (SEM/SEO) needs
  • Create tools and training for all marketers and communicators across the enterprise to ensure all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search, accessibility and user experience for all channels of content including foresters.com, social media, bylined content and print
  • Develop and manage an annual comprehensive content marketing editorial calendar
  • Provide strategy and support for other digital marketing efforts including SEM/SEO, lead generation, social media strategy/governance and .com enhancement/personalization efforts
  • Provide strategic oversight to social media’s global strategy

 ANALYTICS

  • Measure effectiveness of content through analytics and continuously optimize content efforts to drive the strongest results
  • Contribute to the overall digital marketing measurement framework through content marketing and social media efforts
  • Ensure all content is properly tagged and tracked for measurement
  • Lead social media measurement efforts

 
Key Qualifications / Competencies

  • Job related work experience (7-10 years) with progressively senior management experience
  • University or College degree in communications, marketing or journalism preferred
  • Proven ability to coach, develop, lead, and inspire people is a must
  • Ability to develop and maintain effective work relationship
  • High level of creativity, attention to detail, and project management skills
  • Experience leading a team of talented and creative individuals in PR, marketing or content development
  • Knowledge of clear or plain language principles is a must
  • Ability to apply research findings to create messages that will resonate with the target audience(s)
  • Use judgment and creative skills to prepare content for different channels – e.g. digital, social and print
  • Use judgment and creative skills to develop a wide range of materials – e.g. –videos, speeches, brochures, reports, news releases, key messages and marketing copy, etc.
  • Media relations experience is an asset
  • Excellent written communication skills coupled with proven editorial skills
  • Proven ability to tell an engaging corporate story. Training in how to tell the story using words, images, and audio and an understanding of how to create content that draws in an audience
  • Strong life insurance, annuities and investment product knowledge
  • Highly developed skills in researching complex topics and interpreting them into concise, easy-to-understand information
  • Experience working in a regulated environment is helpful
  • Possess a passion for marketing and communications and is constantly on the lookout for new strategies and tactics to drive improved marketing performance based on measurable results
  • Experience tracking marketing activities, preparing reports and providing analysis and recommendations for future improvements and enhancements
  • Must be able to multi-task, be deadline driven and need minimal supervision
  • Must have an appetite to work in a test and learn environment
  • Lead discussions with a diverse group of SMEs at varying levels across the organization and have the ability to solve complex problem
  • Provide direction and recommendations to content owners/creators across the organization
  • Take initiative to make recommendations on content strategy based on global best practices and emerging trends
  • This role will work closely with members of the Corporate Marketing and International Brand Communications team as well as colleagues across all three geographies and business units

Foresters Financial is committed to supporting diversity and accessibility. If you require an accommodation throughout the recruitment process, we will work with you to meet your needs.