Content Directors are the creative field leaders who drive the day-to-day planning and execution of campaign content creation – culminating in IBM’s stories and messages cutting through the clutter of the market. The Content Director reports to the Watson Marketing & Commerce Editor in Chief.
You’ll do everything from uncover insights and tell compelling stories, to create brand strategies, and bring inspiration to our products, services and experiences. You will persuade targets, fluidly crafting different tones to meet your audience. You will be nimble, and easily able to shift from punchy headlines to long-form stories. You will push your craft, and experiment with new and better ways to convey a message.
This role leads content for Watson Marketing & Commerce campaigns, which sits within the Watson Customer Engagement business unit. The campaigns target professionals who want to orchestrate exceptional, differentiated customer experiences. Written, video, interactive, and social assets are created from upper funnel through lower funnel, paid media, and some events. The Content Director’s role includes:
Content Strategy: Assist in developing the content strategy for the campaigns and Business Unit priorities including the creation of targeted buyer-centric content journeys, narratives, and the corresponding deliverable plans. Work with the Planners/Strategists to understand audience, competitive, prior content and campaign performance data and insights, as well as best practice information to inform campaigns. Help teams write effective value propositions and narratives. Research relevant product and competitive information. Leverage consumer insights gained through product and consumer testing.
Content Ideation: Must be maniacally focused on creating fresh, innovative content that sparks connections with our target. Lead the ideation process to turn data/insights into thought starters and sparks of creativity and stories. This position demands someone who can think creatively—someone who can lead brainstorms and present strategic rationale for choices.
Content Models: Determine which creation models are most appropriate given the idea, expertise, talent and resources (agency vs. in-house, etc). Assess existing content to curate and re-use.
Content Creation: Find stories and build the recommendation of ideas to present to the internal Diamond Team. Write input briefs, concept briefs and ensure all asset briefs are aligned to the creative vision. Own the creation of the brief for the content creators (whether internal or external) to consider as part of the RFP process.
Production Oversight: Own content production across channels and format types. Work with and manage creative/editorial resources to develop original content.
Program Management: Oversee execution of all content, aggregating feedback from multiple parties and ensuring campaigns launch on deadline. Track multiple projects and meet urgent deadlines.
Create Original Content: Create assets yourself that include writing copy for websites, registration forms, emails and social content. Give visual guidance, on all assets as well.
Workflow Management: You will need strong project management skills. Upload, monitor, develop, and measure content using our Workflow management tool (e.g. Kapost). Ensure that all content meets SEO guidelines, has keyword focus, cross links, and clear calls to action. Deliver assets to the relevant teams for finishing, tagging and flighting.
QA: Measure and monitor all content asset performance to ensure quality and performance of content created on all channels.
Analyze and Optimize Content: Upload content to the CMS to go-live and conduct A/B testing. Monitor the story Dashboard on a weekly basis and make recommendations to the team for optimizations, killing and extending content based on performance.
Content Negotiation: Work with Media teams to help negotiate distribution and amplification across paid, owned & earned channels to we make sure great content finds its audience. Ensure that partners are being consistently monitored and measured and that performance data and insights are fed back to the broader BU content and Corporate Headquarters (CHQ) Content Accelerator teams.
Talent Strategy: Work with the diamond team digital marketing and social leaders to help develop the talent/influencer strategy and oversee execution when it’s part of the story creation process.
Content Distribution: Work with performance, social media, internal communications, and digital teams to ensure campaigns are promoted and shared
Required Technical and Professional Expertise
8+ years of experience in marketing, ideally in B2B Marketing & Commerce field
Experience with Content Strategy
Strong experience in writing content for various channels (briefs, websites, email, social content, etc)
Strong project management skills and the ability to work cross-functionally with various teams
Experience with workflow management tools
Preferred Tech and Prof Experience
Experience working in an agile environment.
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.