The incumbent drives demand generation for business results through content and social strategy, using data and stakeholder alignment to improve conversion while maintaining a strong brand. Builds and manages a clear, compelling brand narrative, using insights to create content that strengthens brand perception, engages audiences, and improves the customer journey.
Content Strategy & Business Alignment
- Develop and own the end-to-end content and social media strategy aligned to brand narrative, commercial objectives, and customer journey stages, from awareness through to conversion.
Brand Narrative & Perception
- Build and maintain a clear and consistent brand voice across all content and platforms.
Stakeholder Management
- Work closely with teams in the Brand, Communications & Group Marketing Division and business stakeholders to align on messaging and campaign priorities.
Campaign Execution
- Lead and deliver integrated campaigns across different channels, ensuring consistent messaging.
Content & Design Development
- Create and guide content and visual design, ensuring all outputs are high quality, on-brand, and effective across platforms.
Performance Data Analytics & Optimization
- Establish KPIs and measurement frameworks, lead deep performance analysis across content and social channels (engagement, reach, conversion, attribution). Translate insights into actionable strategies that continuously improve effectiveness.
Conversion Acceleration & Funnel Optimization
- Drive demand generation initiatives to shorten the content-to-conversion cycle by optimizing content formats, channel mix, audience targeting, and user journeys, balancing immediate performance with long-term brand building.
AI Use
- Use AI tools to improve content creation, personalization, and performance analysis. Apply AI to scale content, improve targeting, and speed up decision-making, while ensuring quality, brand consistency, and responsible use.
Requirements
- Bachelor's degree in Marketing, Communications, Design, or related field
- 8–12+ years of experience in content, social media, brand communications, or design
- Proven experience in leading data-driven content strategy and delivering integrated content and visual campaigns
- Strong strategic thinking and storytelling skills, with the ability to translate business goals into clear and engaging content
- Proven experience in content planning and editorial leadership across multiple social media channels
- Ability to develop and deliver visual design and creative assets, including social media content, campaign visuals, and basic motion or video
- Strong understanding of major social media platforms (e.g., LinkedIn, Instagram, TikTok) and how to use them effectively
- Experience in using data and analytics to track performance and improve content and campaign outcomes
- Strong stakeholder management and influencing skills, with the ability to work across teams and align priorities
- Experience in leading teams and managing external agencies to deliver high-quality work
- Creative and data-driven mindset
- Strong sense of ownership and accountability
- Adaptable and comfortable in a fast-paced environment
