You’re a multichannel platform marketer and innovator. You know all the channels - digital, email, marketing automation, lead nurturing, paid media, SEO, events, print – you name it. So, let’s talk about what you’ll do. In the IBM Global Business Partner organization, you’ll help to lead transformation around storytelling, expanding the reach and scale of our offerings and help to reimagine the brand of the IBM ecosystem.
IBM Global Business Partners lead in transformation. What we do for our partners and their client’s, we’re doing consistently for ourselves: reinventing, learning what it takes to stay ahead of technological shifts and building what comes next. We’re good at change because we’ve never been afraid of it. Change is part of our DNA, it’s what drives us. If you have been wanting to be part of something great, the ecosystem is where it’s at.
You’re a campaign content marketing expert – strategist and producer - and you know digital, you’re creative, collaborative and have a passion for demand marketing. You’re always curious and searching for new content trends, while remaining data-driven. Let’s talk about what you’ll do.
We are looking for an innovative thinker with experience in creating compelling content aligned to the desires of the partners audience and objectives of the IBM ecosystem. Why IBM? You’ll play a central role in developing the narrative to propel IBM’s ecosystem story forward. As an integral member of the team creating air cover to attract firms and providing reason for existing firms to transform and lead with IBM, you’ll engage with the corporate advertising team and across our program and business unit teams to ensure we deliver integrated messaging with strong calls to action. As an integral member of our performance marketing team, you’ll ensure our campaign content has the strength to attract new partners and customers, increase engagement with the existing base, and progress pipeline to deliver outstanding results. This role will specialize in developing impactful content, stories to fuel our marketing campaigns across all relevant channels, digital, social, paid media, nurturing programs).
The partner experience is our number one priority. This role will be on point to understand the journey across all of our platforms for learning, programs, tools and more! They will be in the center of how we build content for our partners and well versed in the GTM models we must support across all types of partner roles. We’re good at change because we’ve never been afraid of it. If you’re the same, join us in our next big reveal.
About Your Role
It will be your mission to bring a partner-first approach to planning and overseeing the content strategy, requirements, and deliverables that support the partner journey throughout the life of a project. You are committed to flawless execution and have a passion for creating outcome-driven content experiences.
You’ll join the WW Ecosystem Marketing team and be responsible for:
Content Strategy: Lead the development of content strategy for campaigns and content experiences including the creation of targeted and differentiated partner-centric narratives, content journeys (including calls-to-action), and the corresponding deliverable plans that bring those narratives to life. Work with our cross functional performance marketing teams team to gather audience and competitive insights, prior content and campaign performance data and insights, as well as best practice information to inform content and campaigns including but not limited to:
Audience Demand: Get to know the business needs and aspirations, content consumption preferences and behavior, channel preferences and behaviors for our audiences via different sources
Brand and Solution Stories: Determine what narratives and stories the company can authentically tell that will engage the buyer and help lead them to the appropriate IBM solution
Competitive: Monitor the competitive landscape and all best-in-class publishers to find growth opportunities and inform our content best practices
Research: Lead and oversee creative and audience research testing with our GBP partner communities. Set up concept tests to validate ideas. Turn data/insights from research/testing into stronger creative and new ideas. Leverage learning and insights to evolve Why IBM narrative.
Content Models: Determine which creation models are most appropriate given the idea, expertise, talent and resources (agency vs. internal services teams).
Original Content: Create content ideas and assets that include copy, treatments, emails, and other written executions. Includes developing hard hitting marketing messages from the narrative down to the digital copy.
Commission Content: Contribute to the ideation process with stakeholder content teams to turn data/insights into new content types and experiences. Conduct story research utilizing internal and external sources. Search sources (e.g. our internal content libraries) for content to potentially curate and re-use.
Curated & Collaborative Content: Conduct content research utilizing internal and external sources. Search sources (e.g. our internal content libraries) for content to potentially curate and re-use. Review global editorial calendar for areas to collaborate.
Content Workflow Management:
Performance: Monitor content performance and ensure that all content meets SEO guidelines, has keyword focus, cross links, and clear calls to action. Collaborate with Digital and Campaign Strategists to ensure concept, A/B, and multivariate testing occurs and is aligned to the role/goal of the content strategy. Monitor the story KPIs and make recommendations to the team for optimizations, killing and extending content based on performance.
Production: Manage key big executions from end-to-end. Own the content/creative briefs and co-development of the consideration set for content partners (internal and external) as part of the RFP and SOW process. Manage content production to hit project milestones, stay within budget and meet on-time delivery dates.
Content Amplification: Work with all members of our WW performance marketing team, communications/social team and geography performance teams to ensure campaigns are promoted and shared across all appropriate paid, owned and earned channels to ensure great content finds it audience. Ensure consistent monitoring and measurement and that performance data and insights are fed back to the broader stakeholder content teams.
Required Technical and Professional Expertise
5-8 years of experience in brand strategy/planning in digital/content/media at an agency or corporation
Self-directed, thrives in a fast-paced environment, agile work style, ability to manage multiple tasks to completion with established deadline
Rock solid understanding of optimal multi-channel approach: social, digital, media, and content metrics. Knowledge of media planning, distribution, measurement, optimization, and syndication of content
Excellent skills in gathering, synthesizing and analyzing internal and external research into sound content analyses.
Familiarity with content/social analytics platforms
A portfolio that demonstrates your ability to facilitate and initiate creative thinking in the digital space.
Excellent written and verbal communication skills, including interaction with senior executives
Equally effective working independently or collaboratively
Previous channel experience preferred
Preferred Tech and Prof Experience
IBM is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.