Content Marketing Manager, Business to Business
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POST DATE 12/6/2019
END DATE 2/9/2020
Synovus Financial Corp.
JOB DESCRIPTIONJob Summary:
Leads the development of the organization's content marketing strategy, both at an enterprise level and for the lines of business/business segments to increase awareness and consideration of the Synovus brand and our products and services. Manages execution of the content strategy against the editorial calendar(s). Understands and measures content effectiveness against KPIs such as web site visits, social media engagement, and lead generation. Manages internal and external resources who are responsible for creation and distribution of content.
Job Duties and Responsibilities:
Creates an effective content marketing strategy that distinguishes Synovus from competitors and positions us as the 'bank of here', Maps out a strategy that supports and extends marketing initiatives, both short- and long-term. Partners with segment marketing leads to establish editorial calendars that align with and support annual marketing plans for LOB/business segments. Establishes and convenes content advisory councils to gain insight from internal partners on trending topics and to grow content marketing and thought leadership initiatives. Seeks out content/digital marketing trends and technologies, advising leadership and peers accordingly.
Identifies and manages vendors, agencies and other partners to support execution. Manages the work of multiple freelance and internal resources to complete content production on schedule and in accordance with the editorial calendars. Monitors workflow for requesting, creating, editing, publishing, and retiring content. Oversees periodic content audits of Synovus content. Creates standards, systems, and best practices (human and technical) for content creation, distribution, maintenance, and governance. Edits and proofreads content. Champions Synovus' voice, style and tone, and ensures compliance with guidelines.
Establishes key performance indicators to measure content effectiveness. Synthesizes data from various sources, both quantitative and qualitative, to paint a picture of how users are engaging with and acting upon content. Modifies strategy, tactics and more based on insights. Develops presentations for leadership to showcase program strategy, direction and results to illustrate success and further opportunities.
Manages the content management function. Manages the department budget, ensuring that appropriate resources are allocated. Approves invoices and regularly forecasts spending activity, hires, supervises, and coaches team members.
Oversees digital content experience. Manages daily maintenance of content on Synovus.com. Works with technical resources to establish user stories and requirements when new functionality is needed on Synovus.com or across other supporting technologies, such as Salesforce, to enable the content marketing experience. Partners with external agencies and internal resources, such as the social media team or email marketing specialists, to understand how different tactics can and should work together to enable the content marketing strategy; uses data from various sources to continuously improve the experience.
Provides leadership, direction and growth opportunities to members of the department, performing those responsibilities in accordance with the Company's policies and applicable laws. Responsible for interviewing, hiring, planning, assigning or directing work, appraising performance, disciplining team members and resolving problems. Works with the Human Resources Department to resolve more complex team member-related issues.
Each team member is expected to be aware of risk within their functional area. This includes observing all policies, procedures, laws, regulations and risk limits specific to their role. Additionally, they should raise and report known or suspected violations to the appropriate Company authority in a timely fashion.
Performs other related duties as required.
The information on this description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees assigned to this job.
Synovus is an Equal Opportunity Employer supporting diversity in the workplace.
Bachelor's degree in Marketing, Business Administration, Communications or a related discipline or an equivalent combination of education and experience.
Eight years of writing and editing experience in marketing, communications, advertising, or a related area including experience developing multimedia content marketing programs. Prior supervisory experience and vendor management experience required.
Required Knowledge, Skills, & Abilities:
Advanced knowledge of the principles and practices within the content marketing field
Solid understanding of SEO and inbound marketing methodology
Excellent project management and organization skills
Impeccable attention to detail
Ability to prioritize work and meet deadlines with little to no supervision
Proficiency using Microsoft Office Suite.
Preferred Knowledge, Skills, & Abilities:
Background in the financial services industry
Ability to convey complex financial topics simply and creatively
Software: Adobe Creative Suite, Web analytics tools (Google Analytics and social media analytics), Content and marketing management platforms (Sitecore, Contently, Hubspot, Marketo, Salesforce)