Oversees the success of content initiatives and leads the development of online and offline content strategy, working in conjunction with the broader marketing team and cross-functional partners to support overarching business objectives and user goals. Instrumental throughout the content development process, including defining the content strategy, architecting messaging storylines, determining the best channel/format for execution, and writing and editing copy and content artifacts. Shapes ideas, content, and content delivery experiences based on user and business insight and data.
Content Strategy, Content Delivery & Relationship Building
Supports the development of integrated content strategy and plans in partnership with internal team, key marketing and cross-functional stakeholders and Agencies of Record (AORs) to develop breakthrough creative content ideas that emotionally engages the consumer by delivering the right branded message at the right place at the right time.
Guides and participates in the development of content planning to drive business results, support user needs and brand health improvements.
Provides content strategy leadership to optimize online content and digital experiences and offline content and experiences and works to keep content evolving, relevant, shareable, and on-brand to deliver the optimal customer experience to our target customers.
Leverages customer research, personas, journey maps, channel preference/usage and site data to develop content strategies that target user needs and support business goals.
Aligns cross project or cross-work stream content experience requirements to ensure continuity for the user across the omni-channel customer experience.
Understands the relationships and opportunities between content, media partners and advertising channels and is able to strategically orchestrate them to achieve business objectives.
Guides media and advertising teams on interplay between American Family Insurance’s (AFI) owned properties, offering recommendations that ensure a strong, targeted message and user experience.
Offers creative ideas and critical feedback to guide product and brand advertising/campaign narratives and concepts.
Understands, communicates and advocates the importance of content and content strategy to the team and throughout the organization. Capable of building strong relationships through partnership, education and trust.
Understands the importance and power of language in accurately positioning the American Family Insurance brand
Provides guidance on American Family Insurance voice/tone and content strategy to all internal and external partners, as appropriate.
Monitors latest content strategy trends, competitive and consumer/customer activity to forecast changes and evolve content strategy and positioning as appropriate.
Specialized Knowledge & Skill Requirements
Demonstrated experience providing customer-driven solutions, support or service
Demonstrated experience creating and executing multimedia content strategies.
Demonstrated experience in an advertising or marketing environment.
Demonstrated experience managing copywriting for advertising and marketing projects, programs and deliverables.
Demonstrated experience presenting and persuade all levels of management.
Demonstrated experience successfully leading large, cross functional, complex projects.
Demonstrated experience with MS Office (e.g., Outlook, Excel, PowerPoint, Word).
Extensive knowledge and understanding of punctuation and grammar in written documents.
Solid knowledge and understanding of marketing concepts, tools & techniques.
This position requires travel up to 10% of the time.
Internal Number: R13288
About American Family Insurance
At American Family Insurance, we know how hard our customers and employees work to achieve their dreams. That's why, for over 90 years, we have made it our mission to protect those dreams. It's all part of who we are and who we’ll always be… innovative, caring, agile, trustworthy, transparent and passionate. We are a strong, forward-looking company and a proven leader in our industry. And if you are looking to make a difference, we are looking for you.