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Associate Director - Content Marketing

AU-Melbourne
Job ID
2017-2289
Category
Marketing

Overview

The AD of Content Marketing and UX provides senior level strategic planning, analysis and direction in product and brand marketing, with a focus on content and UX.  They will work with internal teams and partners in extending their brand and marketing communications into online communications, content marketing strategy and user design.  With audience-lead content strategy at the core, this position will work to bring the unique propositions of our university partners to life through results-driven content practices and outputs.

 

The AD of Content Marketing and UX will work with the Director of Marketing to develop Content Marketing Strategy for all our partner universities and build required internal processes, tools and systems to support their delivery.  They are responsible for organisation-wide rethinking, planning and restructure around content as a core marketing function, so require a personal passion for content, the audience and methods of proving the effectiveness.

 

As a leader, this position will oversee staff in production (from ideation to publication) and performance measurement. They will work closely with multiple partner teams and marketing managers, to drive content excellence from a process-level through to deliverables. The position collaborates closely with different subject matter groups and across channels, including SEO, Analytics, Email, Relationship Marketing, Corporate Partner/Outreach, Media, and Social to leverage their inputs and ensure best possible outcomes.

 

As the champion of our partners’ audience, The AD of Content Marketing and UX will lead audience research and understanding, and apply that to user-centric designs and thinking. They will work to truly understand the audience through analysis of web analytics, qualitative and quantitative research.

 

Success will be defined primarily by meeting or exceeding SEO goals for traffic growth, lead volume, cost and quality, and improving conversion and retention rates through the student lifelcycle. Other KPIs will be in successful team management, systems implementation and internalization of third party providers.

Responsibilities

  • Lead creation of Content Marketing Strategies for our university partners
  • Lead customer and competitive research to refine brand positioning and build recognition
  • Application of the full (and long) consumer funnel, from acquisition through retention, to content
  • Drive internal change to reposition content as a core marketing function, through providing performance proof points
  • Creation of standard operating procedures (SOPs) for the planning, execution, optimization, distribution, and amplification of content
  • Develop competency and strategic thinking in the content execution team
  • Instill audience-first thinking across the business, through Persona Development and investigation
  • Communicate the goals of the audience and ensure this drives content and design
  • Develop and manage KPIs that reflect the objectives of our partner universities
  • Sharing of content performance insights and strategy re-directs with partner university and internal departments

Qualifications

Experience:

  • At 5-8 years demonstrated experience in:
    • Marketing and/or Communications strategy
    • Brand planning
    • Content strategy and execution
    • UX and user design
    • SEO/Social Inbound Marketing strategy
    • Lead generation and lead nurturing practice
    • Demonstrated critical thinking skills, decision-making, and problem solving skills.
    • Passion for planning processes and issues
    • A good understanding of and experience in producing content for the Higher Education sector an advantage

 

Technical skills:

  • Proficient with Content Management System (CMS)
  • Experience with content performance tools
  • Working knowledge of Google Analytics, social analytics, Drupal/Word Press
  • Experience with collaboration tools, eg Teamwork software, Smartsheet, Google Docs

 

  • Special Requirements Specific to Job:
    • Self-motivated
    • Proactive
    • Able to multitask
    • Excellent written and oral communication skills
    • Strong attention to detail
    • Customer service skills
    • Team player

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