Manager, Content Marketing

The Manager, Content Marketing is responsible for telling Wawanesa’s incredible story in compelling ways by developing the content strategy and processes to support Wawanesa’s business objectives of growing brand awareness nationally. Reporting into the Director, Brand and Growth Marketing, the incumbent will oversee a team to plan, create and curate best-in-class marketing and corporate content that supports all lines of business and regions and delivers business results. The incumbent will possess excellent editorial skills and develop strong partnerships with internal collaborators and external partners to deliver compelling and on-brand marketing content that resonate across all member and prospect market touchpoints.

Job Responsibilities

• In collaboration with agency partners, conceive, build, and execute a comprehensive content marketing strategy to support Wawanesa’s ambitions to grow brand awareness nationally and engage members and prospects with value added content.
• Lead a team of internal staff and external freelancers to produce product marketing content, corporate brochures, marketing videos, e-books, e-mails, or web copy.
• Develop a consistent approach to product marketing and corporate content across all lines of business and digital marketing channels that aligns with Wawanesa’s Brand.
• Oversee the development and distribution of content to inform and engage audiences.
• Create and edit high quality content across various formats, including blog posts, articles, eBooks, videos, infographics, and more.
• Collaborate with the Digital Marketing and UX team to implement keyword strategies and improve content discoverability.
• Take a leading role in evolving and implementing platforms such as a CMS (Content Marketing System) and DAM (Digital Asset Management Inventory) to improve the efficiency of the marketing team.
• Oversee process to create long and short-term content publishing and social media calendars.
• Demonstrate skill/diplomacy in dealing with people at all levels of the organization and partner closely and collaboratively with Marketing and Communications, Business Development, and Product teams across Wawanesa.
• Ensure consistent application of Wawanesa’s brand and design standards in all instances.
• Provide day-to-day content marketing strategic advice and counsel to internal clients.
• Establish and monitor content performance metrics such as engagement, reach, and conversion rates.
• Use metrics, data, and insights to help drive and evaluate content marketing programs and activities, making improvements when needed.

Qualifications

• Minimum of eight years of content marketing experience, ideally in the insurance industry.
• Bachelor’s degree or college diploma in Marketing, Communications, or related discipline.
• Demonstrable experience managing, developing, executing, and evaluating content marketing and strategies.
• Proven track record of working with content management platforms.
• Deep knowledge of digital marketing principles with a focus on content optimization and SEO.
• Project management skills are an asset.
• Exceptional creative writing, editing and proofreading abilities for various tactics and mediums.
• Strong organization skills, with the ability to lead multiple high-priority projects simultaneously and manage projects to ensure flawless execution.
• Proven track record of  building relationships internally and externally with exceptional relationship building and interpersonal skills.
• Self-motivated individual with the ability to work independently as well as to thrive as a team player.
• Experience collecting and leveraging analytics to measure performance of content marketing assets and identify key learnings.
• Bilingualism (French/English) an asset.

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