Digital Content Specialist

The Digital Content Specialist will be instrumental in developing and optimizing digital experiences that engage target audiences, drive customer acquisition, and enhance brand loyalty. Reporting to the Manager, Digital Content, this role will collaborate with cross-functional teams to execute a content strategy that supports global marketing initiatives, ensuring seamless alignment across campaigns, websites, and email programs. The strategist will play a key role in transforming project briefs into compelling, high-quality content that adheres to best practices in SEO, localization, and digital experience optimization across Graco’s owned digital channels on a global scale.

What You Will Bring to Graco

Content Strategy, Creation, and Localization

• Partner with the Digital Content Manager to refine and implement a content strategy that supports demand generation and lead acquisition efforts.
• Translate project briefs into engaging, on-brand digital content tailored to target audiences.
• Identify content gaps and collaborate with creative teams to source and integrate assets within the Digital Asset Management (DAM) system.
• Ensure all content adheres to SEO best practices, working closely with the Search team to optimize page structure and copy.
• Manage content within Adobe AEM, following governance frameworks, workflows, and approval processes to maintain accuracy and relevancy.
• Lead localization efforts to adapt content for regional markets while maintaining brand consistency and strategic intent.

Content Optimization and Performance Measurement

• Uphold quality and consistency across all digital content, implementing best practices for writing, editing, and optimization.
• Collaborate with marketing, sales, and technology teams to ensure content initiatives align with key performance indicators (KPIs) and business objectives.
• Leverage data-driven insights to continuously optimize content strategies for increased engagement and conversion.
• Analyze key performance metrics on a monthly basis, identifying opportunities for improvement and refinement.
• Other duties as assigned.

What You Will Bring to Graco

• Bachelors in Marketing, Communications, or related field.
• 3+ years of experience in digital content management and strategy, preferably in a B2B context.
• Strong knowledge of content localization and cultural adaptation strategies.
• Proficiency in data analytics to drive content personalization and optimization.
• Proficient with content and asset management systems (Adobe AEM, Adobe Target) and web accessibility standards.
• Proficiency with digital content creation software, such as Adobe Illustrator, Adobe Photoshop, Figma etc.
• Effective communicator across multi-functional teams.
• Strong understanding of how digital marketing influences the consumer purchase process in the online space.
• Motivated self-starter with the ability to work autonomously as well as collaboratively with other groups in the organization.
• Superior logic and communication skills to present complex concepts and data analyses in a clear and effective manner.
• Proven ability to manage multiple priorities in a fast-paced, ever-changing environment.Team player who enjoys collaborating with other marketers, but also has the ability to manage projects with minimal direction.

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