Job Description

CONTENT MARKETING STRATEGIST
Member of Integrated Marketing Services Team

Reports to: Creative Director
Status: Regular Full Time, Exempt

Love & Company

Love & Company, based in Frederick, Maryland, is a national leader in senior living marketing, research, branding, advertising and sales management.

Our people are inspiring. Curious and creative. Smart and strategic. Passionate, innovative problem-solvers. Together, we\xe2\x80\x99re united and relentless in our pursuit to help seniors live better lives. And we LOVE what we do.

For more than 30 years, Love & Company has been a national leader at the forefront of results-focused branding, marketing, lead generation, research and sales advisory services specifically for the senior living field.

We\xe2\x80\x99re fully committed to supporting you in your career journey in ways that reward on many levels, as exemplified by our three Cs:

• Culture

• We work together to achieve and exceed client goals.
• We are positive and enthusiastic collaborators who value diverse perspectives and foster trust and respect.
• We are committed to transparency, accountability and integrity.
• Career Development

• We provide career advancement opportunities based on demonstrated capabilities and organizational needs.
• We encourage continuous learning and skill enhancement for long-term success.
• Compensation Program

• Comprehensive employee package including competitive pay and paid time off
• Outstanding insurance benefits featuring full deductible coverage
• Flexible work hours to accommodate diverse schedules
• Hybrid and remote positions
• On-site gym to promote employee wellness
• Engaging social events and gatherings throughout the year

Position Overview

This role requires someone who is an expert in all things related to content and channel optimization, lead nurturing, storytelling, segmentation, analytics and meaningful measurement. The Content Marketing Strategist leads a full range of editorial, communications and messaging efforts related to our clients\xe2\x80\x99 content and digital/social media efforts, including marketing for both residents and staff.

Responsibilities include developing the content marketing strategy for both our clients and for Love & Company, as well as writing, editing and assigning content pieces for a variety of communications channels. Powerful, persuasive communications, strategically and effectively deployed across multiple channels, is particularly critical for success when working with clients and internal teammates. The ideal candidate will be deadline-oriented, with the ability to multi-task, adapt and continuously learn new technologies, software and content management systems.

Although this role exists as part of the broader creative/integrated marketing services team, this role is much more a strategic/optimization/management one than a purely creative/content creation role. The Content Marketing Strategist should be able to produce compelling content (especially written) as needed, but oversight/advisory/strategic responsibilities account for a large part of the role.

Primary Responsibilities

• Lead the design and execution of integrated content marketing communications plans, particularly using owned and earned channels (blog, email, organic, social, some PR).
• Develop highly creative and effective content and distribution strategies across the web, mobile, social, video and other multimedia channels that entice key audiences with compelling imagery, messaging and storytelling
• Monitor, report on results and optimize social media marketing campaigns
• Establish a proactive storytelling communications style that identifies and packages lifestyle stories that support the benefits of Life Plan Communities
• Review Love & Company\xe2\x80\x99s content assets, including internal and external blogs and social media platforms, ensuring they capture our clients\xe2\x80\x99 brands while optimizing SEO and digital footprints that allow for an ideal user/prospect experience.
• Collect and analyze information about email and social media analytics to inform strategy and content development. Optimize campaigns based on content marketing best practices, ongoing campaign performance data and A/B testing.
• Coordinate workload planning efforts with the creative director and copy director to effectively manage the work of a small team of copywriters, content creators and multimedia specialists (including freelance)
• Synthesize ideas and information into clear, accurate and persuasive prose
• Stay up-to-date with new digital technologies and social media best practices

Detailed Responsibilities

• Lead the design and execution of integrated content marketing communications plans, particularly using owned and earned channels (blog, email, organic, social, some PR).

• Build online outreach and promotions using Facebook, Instagram, LinkedIn, Twitter, TikTok and more
• Broaden awareness of Love & Company and our clients, driving engagement for our company and our clients
• Develop digital marketing content calendars with focus on achieving business goals
• Conceptualize and execute engaging social content across appropriate platforms (photo, video, copy and graphics)
• Plan and implement paid social campaigns (Facebook Ads, promoted posts, etc.)
• Schedule and post content on all platforms
• Develop highly creative and effective content and distribution strategies across the web, mobile, social, video and other multimedia and print channels that entice key audiences with compelling imagery, messaging and storytelling

• Work with the creative director, media director, art director and the account strategy directors (client services) to aggregate content ideas, align messages and fully leverage, amplify and publicize original and curated content
• Work collaboratively with various internal team members to develop targeted communications products
• Create and maintain storytelling hubs on behalf of our clients
• Monitor, report on results and optimize social media marketing campaigns
• Establish a proactive storytelling communications style that identifies and packages lifestyle stories that support the benefits of Life Plan Communities

• Understand the tone and voice of various clients and write social media copy that builds engagement and community
• Infuse communications with compelling messaging that involves, informs and inspires boomers and today\xe2\x80\x99s seniors
• Develop positive and proactive campaigns that captures the attention and interest of potential staff members
• Review Love & Company\xe2\x80\x99s content assets, including internal and external blogs and social media platforms, ensuring they capture our clients\xe2\x80\x99 brands while optimizing SEO and the digital lead funnel experience
• Collect and analyze information about email and social media analytics to inform strategy and content development. Optimize campaigns based on content marketing best practices, data and A/B testing.

• Develop, implement, measure and evalute plans to convert marketing-qualified leads (MQLs) into sales-qualified leads (SQLs)

• Coordinate workload planning efforts with the creative director and copy director to effectively manage the work of a small team of copywriters, content creators and multimedia specialists (including freelance)

• Quality control is a major job function: Ensure high-quality content, production values, brand integration and conversion rates
• Synthesize ideas and information into clear, accurate and persuasive prose

• Exercise strong editing and writing capabilities
• Change voice and writing styles for various authors and audiences
• Adapt content for different purposes and communications channels (blog, email, social, etc.)
• Assist with content development and strategy for Love & Company marketing efforts (i.e., new business), as well as serve as part of the internal strategy team alongside other department directors and company leadership

• Stay up-to-date with new digital technologies and social media best practices

qualifications

This is a mid-level position in integrated marketing services. The individual should have the following experience and capabilities:

• A minimum of five to seven years of effective and relevant work and supervisory experience required
• Business savvy \xe2\x80\x93 you can go into a room of C-Suite level professionals without skipping a beat. Proven track record of growing a business/brand/product via content and email marketing that results in either a sale, customer retention or some kind of return on investment-related metric.
• Must be organized. Really, really organized. You never miss deadlines. Ever.
• A person of character, have a lively personality, you love people, and you love collaborating with clients and client management teams
• Excellent writing skills; from quick punchy headlines to novels, you can write it all. Outstanding command of language, grammar and spelling; dedication to error-free work and communications
• Must know MS Office/Teams, Adobe Creative Suite Apps, all major social media platforms, WordPress, Google AdWords, Google Analytics, and how SEO works and factors into optimal social and digital outcomes.
• Experience with content and analytic tools, email marketing (advanced experience in MailChimp and/or other common platforms required), project management and content management systems
• Experience with HubSpot, UTM tracking, Constant Contact, Cision, BrightLocal, PageProof and Workamajig a plus
• Marketing/advertising agency experience with lifestyle type businesses highly preferred. Senior living experience is also a plus, but not required.
• Bachelor\xe2\x80\x99s degree in English, Communications, Journalism, Marketing or related field

application Details

To apply, please submit an online application to include the following:

• A detailed letter explaining why you are interested in the position, the strengths and benefits you can bring to the firm, and the experience you have in the above areas
• Your resume, including any professional certifications
• Your salary requirements

NOTE: Resumes will ONLY be accepted with a cover letter and salary requirements.

Love & Company is an equal opportunity employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran or disability status.

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Love & Company