Web Content Marketing Manager

Voted by Newsweek in 2024 as one of America's Greatest Workplaces for Diversity

Make Lives Better Including Your Own. If you want to work in an environment where you can become your best possible self, join us! You’ll earn more than a paycheck; you can find opportunities to grow your career through professional development, as well as ongoing programs catered to your overall health and wellness. Full suite of health insurance, life insurance and retirement plans are available and vary by employment status. Additional benefits offered include, but are not limited to:

Early Access to Paycheck with Earned Wage Access for Hourly Associates (outside of CA)

Tuition Reimbursement

Pet Insurance

Adoption Reimbursement Benefits

Variety of Associate Discounts

This is an incentive based position, which may include bonuses, incentive, or commission plans.Veterans, transitioning active duty military personnel, and military spouses are encouraged to apply.Please note, Brookdale is committed to complying with all applicable laws and regulations regarding mandatory COVID-19 vaccination.

To support our associates in their journey to become a U.S. citizen, Brookdale offers to advance fees for naturalization (Form N-400) application costs, up to $725, less applicable taxes and withholding, for qualified associates who have been with us for at least a year.

Responsibilities

The Web Content Marketing Manager provides leadership to the web team’s strategy by guiding, applying and disseminating content best practices as part of a larger, cross-functional team. Works closely with the Brand, Digital, Lifecycle, and Creative teams, and must be able to understand their objectives, KPIs and compliance requirements, break them into executional content offerings, and collaborate with a cross matrixed team within Marketing and across the organization to gain alignment and cohesive messaging for varying audiences. Leads the creation and delivery of work in the content strategy space in order to bring together the varied aspects of strategic content such as user-experience and SEO to deliver a cohesive, brand-oriented and user-focused content experience across various media channels.

Develops a thorough understanding of the company’s strategy, vision and corresponding audiences based on existing and in process research to map crucial touchpoints across each journey to tailor messaging to them that will put our product-offering top of mind and nurture their decision to choose us serve their needs

Defines long term web content strategy and vision for the company, aligning with core company goals and key performance metrics that assist marketing and public relations leaders achieve their goals based on research, site audits, competitive assessments, consumer testing, SEO and more.

Manages internal and external team members to execute on the development and implementation of content creation, placement and repurposing to benefit the overall content strategy; including but not limited to defining the governance/workflow of content creation, improvements on existing processes, and managing the planning, copy editing, approval, delivery, form and distribution timing by channel.

Establishes high level content partnerships with industry leading organizations that provide value to our customer audience, as well as lift Brookdale’s position in the industry.

Collaborates with digital, creative, brand, and public relations teams as well as subject matter experts across the organization and/or regions to understand and create documentation such as content editorial calendars, and content models by identifying audiences as well as pillars, themes, concepts, sources, and types of content to help support strategic business objectives and customer requirements through highly engaging content marketing channels.

Positions the company as a thought leader by creating highly engaging, innovative and results-driven content that is original and unique to the brand both inside and outside the industry

Maintains community content on BKD and other sites to transform local websites into a lead generation platform optimizing the user experience.

Establishes procedures and processes to measure and report on the impact of content to website traffic and statistics, including inquires, leads and visits scheduled.

Manages team of writers and contracted project writers, and project budgets.

Conducts web content trend research to identify new opportunities, as well as, comparative analysis of competing sites to identify growth areas for content development based on learnings.

Works with direct response team to ensure landing page content needs are met and optimized for conversion.

Communicates strategy and learnings across organizational stakeholders through ongoing reporting and assessment, providing content revisions and/or recommendations to optimize and repurpose varying content types that help the channel stakeholders achieve their goals and incrementally improve performance over time.

This job description represents an overview of the responsibilities for the above referenced position. It is not intended to represent a comprehensive list of responsibilities. An associate should perform all duties as assigned by his/her supervisor.

Qualifications

Education and Experience

Bachelor's Degree in Marketing, Communications, English, Journalism, Library Science, or Technical Writing required.

Minimum of 7 years relevant experience in content management, writing, editing and strategy required.

Certifications, Licenses, and Other Special RequirementsNone.

Management/Decision MakingUses a high degree of analytical ability using sound judgment acquired through significant experience to solve complex and varied problems. Associate has authority to make decisions, without specific guidance or direction from supervisor in many cases. Associate must compare alternate courses of action and make a decision after considering the options. Must be able to influence others within the department and across the organization to effectively manage and launch programs. Solves diverse problems using solid analytical skills where limited precedents/guidelines exist. Associate leads two other positions.

Knowledge and SkillsHas advanced knowledge of the organization, industry, and a functional discipline. Extensive understanding of technical areas gained through experience and used to complete and/or oversee assignments. Possesses strong analytical skills including analytics analysis and processing large amounts of data to understand key trends in audience acquisitions and other key performance indicator metrics. Ability to demonstrate proven consistent results from content strategy. Possesses strong communication skills, both written and oral. Excellence in implementation, attention to detail and strong organizational skills. Strong knowledge of Microsoft Office, with proficiency in Excel and Word.

Physical Demands and Working Conditions

Standing

Walking

Sitting

Use hands and fingers to handle or feel

Reach with hands and arms

Stoop, kneel, crouch, or crawl

Talk or hear

Ability to lift: up to 25 pounds

Vision

Requires interaction with co-workers, residents or vendors

Occasional weekend, evening or night work if needed to ensure shift coverage

Brookdale is an equal opportunity employer and a drug-free workplace.

Regular Full-Time