Posted On: September 23, 2015
Media Organization: IBM
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The Portfolio Marketing Manager will oversee marketing content initiatives, both internal and external, across multiple platforms and formats to drive sales, engagement, retention, leads and customer action. This individual should understand content development, brand consistency, segmentation and localization, analytics and meaningful measurement of social and content marketing tactics. The candidate will collaborate with public relations, communications, product marketing, and digital marketers to ensure consistent messaging and a flow of valuable materials consistent with our new work of marketing. Ultimately, the Portfolio Marketing Content Specialist thinks and acts like a publisher/journalist, leading the development of content initiatives with excellence, and linking them with craftsmanship to messaging and business objectives. This includes:
Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content including online, social media, email, point of purchase, mobile, video, print and in-person. This is to be done for each buyer persona within the enterprise.
Mapping out a content strategy and communicating it that supports and extends marketing initiatives, both short- and long-term, determining which methods work best and why. Agile focus and continuous evolvement of strategy based on metric feedback is key.
The development of a functional content calendar throughout the enterprise verticals, and defining the owners in each vertical to particular persona groups.
Collaborating with freelance writers, editors, content strategists; be an arbiter of best practices in grammar, messaging, writing, and style.
Integration of content activities within traditional marketing campaigns.
Conducting ongoing usability tests to gauge content effectiveness. Gathering data and handle analytics (or supervise those who do) and make recommendations based on those results. Working with owners of particular content to revise and measure particular content and marketing goals.
Developing standards, systems and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval and content repurposing, including the real-time implementation of content strategies.
Establishing work flow for requesting, creating, editing, publishing, and retiring content.
Work with technical team to implement appropriate Content Management System (CMS).
Conducting periodic competitive audits.
Supervising the maintenance of content inventories and matrices.
Ensuring consistent global experience and implement appropriate localization/translation strategies. Required
Basic knowledge in Content marketing
Basic knowledge in Digital marketing
Readiness to travel 10% travel annually
At least 1 year experience in Content marketing
At least 1 year experience in Digital marketing