Director Web Content Strategist

| Watertown
Position Summary:

The Web Content Strategist is a strategic position sitting on the Marketing team that is charged with activating and ensuring athenahealth’s web channels (athenahealth.com and athenaInsight.com) represent on-brand content and deliver a strategic, high-value experience for all who visit. The Strategist will work closely with a set of cross-functional teams (Web, Design, UX, Segment/Product Marketing, Corporate Comms, PR/Social) to ensure the web property is optimized from a platform standpoint to host content and design elements in line with the company’s content and buyer’s journey strategy. The Strategist must have an aptitude to leverage and help plan both content elements and thoughtful content-driven plans that communicate athena’s unique value proposition and insights in a way that is compelling and will help move key audiences deeper into the athena web channel. When successfully executing, the Strategist will not only optimize the content strategy of the web in a measurable and operational way, but will work across teams to share content strategy best practices and lessons-learned to bring a more analytical approach to content creation and strategy across other brand campaign channels.
Essential Functions (Duties and Responsibilities):

Web Content Strategy (75%)

  • Partner closely with the brand marketing, segment marketing, web, UX/design, and other teams to devise a web content strategy that aligns with the company's wider goals and buyer’s journey--and brings to life athenahealth’s brand commitments while delivering a high-value and relevant web experience for visitors
  • Develop web content operational plan to articulate web content objective, strategy and tactics, and develop a dashboard to represent performance against plan
  • Oversee the work of web copywriters to ensure they understand and are executing on web content strategy in line with plan and in service to program KPIs
  • Responsible for setting and meeting content specific goals and metrics, in partnership with web and strategic design team
  • Develop an effective and thoughtful bridging strategy linking our editorial/thought leadership site, athenaInsight.com, with athenahealth.com to drive goals against the buyer’s journey
  • Work in close partnership with the Editorial team, Video, Creative Services team, corporate communications/PR, and social to deliver rich content experiences against the brand and buyer’s journey strategy
  • Create and own a web content calendar to ensure regular refresh of content on the website(s) throughout the year.
  • Accountable for making sure the content is working as hard as it can -- direct responsibility to share content performance insight(s) with other content channels/teams (social, PR, etc.), so MarComm teams can collectively learn/test/optimize content approach


Web Product Optimization (25%)

  • Work closely with web product management team and web strategy design team to ensure the web platform is optimized for a best-in-breed content experience
  • Partner with the web product team to set and execute SEO strategy
  • Keep up to date with industry best practice and monitoring content activities of competitor websites


Education & Experience Required:

  • Bachelor’s Degree, ideally an English, marketing or Journalism related degree
  • Minimum 12 years of professional experience
  • 7+ years of experience in managing content-driven, marketing-focused website
  • Previous experience working as a content manager or copy editor preferred.
Knowledge & Skills:
  • Exemplary writing and editing skills in both online & offline media
  • Experience in Agile workflows a plus
  • Creative minded with an ability to conceive interesting ideas for new content.
  • Deep familiarity with video and social media platforms
  • Ability to create rich content, both as an individual and in collaboration
  • Experience working collaboratively within a creative team
  • Experience converting comprehensive product or industry information into customer-friendly messaging
  • Proven experience producing quality work in fast-paced, deadline-driven environment
  • Proven experience writing and editing web copy to achieve SEO goals

Position Summary:

The Web Content Strategist is a strategic position sitting on the Marketing team that is charged with activating and ensuring athenahealth’s web channels (athenahealth.com and athenaInsight.com) represent on-brand content and deliver a strategic, high-value experience for all who visit. The Strategist will work closely with a set of cross-functional teams (Web, Design, UX, Segment/Product Marketing, Corporate Comms, PR/Social) to ensure the web property is optimized from a platform standpoint to host content and design elements in line with the company’s content and buyer’s journey strategy. The Strategist must have an aptitude to leverage and help plan both content elements and thoughtful content-driven plans that communicate athena’s unique value proposition and insights in a way that is compelling and will help move key audiences deeper into the athena web channel. When successfully executing, the Strategist will not only optimize the content strategy of the web in a measurable and operational way, but will work across teams to share content strategy best practices and lessons-learned to bring a more analytical approach to content creation and strategy across other brand campaign channels.
Essential Functions (Duties and Responsibilities):

Web Content Strategy (75%)

  • Partner closely with the brand marketing, segment marketing, web, UX/design, and other teams to devise a web content strategy that aligns with the company's wider goals and buyer’s journey--and brings to life athenahealth’s brand commitments while delivering a high-value and relevant web experience for visitors
  • Develop web content operational plan to articulate web content objective, strategy and tactics, and develop a dashboard to represent performance against plan
  • Oversee the work of web copywriters to ensure they understand and are executing on web content strategy in line with plan and in service to program KPIs
  • Responsible for setting and meeting content specific goals and metrics, in partnership with web and strategic design team
  • Develop an effective and thoughtful bridging strategy linking our editorial/thought leadership site, athenaInsight.com, with athenahealth.com to drive goals against the buyer’s journey
  • Work in close partnership with the Editorial team, Video, Creative Services team, corporate communications/PR, and social to deliver rich content experiences against the brand and buyer’s journey strategy
  • Create and own a web content calendar to ensure regular refresh of content on the website(s) throughout the year.
  • Accountable for making sure the content is working as hard as it can -- direct responsibility to share content performance insight(s) with other content channels/teams (social, PR, etc.), so MarComm teams can collectively learn/test/optimize content approach


Web Product Optimization (25%)

  • Work closely with web product management team and web strategy design team to ensure the web platform is optimized for a best-in-breed content experience
  • Partner with the web product team to set and execute SEO strategy
  • Keep up to date with industry best practice and monitoring content activities of competitor websites


Education & Experience Required:

  • Bachelor’s Degree, ideally an English, marketing or Journalism related degree
  • Minimum 12 years of professional experience
  • 7+ years of experience in managing content-driven, marketing-focused website
  • Previous experience working as a content manager or copy editor preferred.
Knowledge & Skills:
  • Exemplary writing and editing skills in both online & offline media
  • Experience in Agile workflows a plus
  • Creative minded with an ability to conceive interesting ideas for new content.
  • Deep familiarity with video and social media platforms
  • Ability to create rich content, both as an individual and in collaboration
  • Experience working collaboratively within a creative team
  • Experience converting comprehensive product or industry information into customer-friendly messaging
  • Proven experience producing quality work in fast-paced, deadline-driven environment
  • Proven experience writing and editing web copy to achieve SEO goals

Read Full Job Description

Location

311 Arsenal Street, Watertown, MA 02472
311 Arsenal Street, Watertown, MA 02472

Perks of working here

401(K) Matching
Casual Dress
Dental
Generous PTO
Health Benefits
Generous Parental Leave
Vision
Volunteering Opportunities
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