Director of Marketing Content

About The Institutes

A not-for-profit organization headquartered in beautiful Malvern, PA, The Institutes have been the leading provider of risk management and property-casualty insurance education for more than 100 years. By living our values—Put the Customer First, Do What You Say, Work Together, Be Innovative and Do the Right Thing— our talented team delivers innovative solutions that best empower risk and insurance professionals to help those in need. In 2024, The Institutes was named a Top Workplace by Philly.com for the ninth time. We understand the importance of work-life balance and provide excellent benefits and a friendly and team-focused work environment to drive employee engagement.

Director of Marketing Content

The Director of Marketing Content is responsible for leading the development, execution, and optimization of data-driven digital marketing programs in support of growing The Institutes’ core business with a primary focus on B2B (corporate) efforts, as well as supporting B2C (student) marketing efforts. This role is responsible for creating messaging strategies, strategic B2B sales enablement, and marketing strategies to capture, convert and retain corporate customers and students, and for creating meaningful and actionable analysis of program performance. Additionally, this position plays a key role in The Institutes enterprise communications and marketing, including media efforts, presentations and internal communications. The Director of Marketing Content is also responsible for managing and developing the Marketing Content team.

What You’ll Do:

• Lead the development and implement of strategic digital marketing programs, primarily in support of B2B marketing and sales efforts, with a secondary focus on B2C and brand marketing programs.  Establish realistic KPIs focused on business goals, B2B and B2C personas, and marketing mix.
• Collaborate with the sales team to develop original B2B marketing and sales enablement tools, including support of product launches and releases, that reinforce core persona messages and value.  Tools may include digital outreach, messaging, presentations, and/or meeting and event support.
• Partner with sales to support large customer’s unique needs and messaging. Liaison with corporate customer’s communications, training and development teams as needed.
• Develops content marketing strategy and plans, writes the content, and implements plans across multiple forms and channels—this includes a heavy focus on SEO, eComm content, product positioning and marketing content, among other formats and focus areas.
• Leads and develops the content marketing professionals, including contractors. Builds team skills and expertise through training, mentoring, and sharing content trends and themes.
• Contributes to and supports the implementation of the Enterprise Communication Strategy, including but not limited to creating messaging platforms and guidelines, public relations and media outreach strategies, as well as supporting crisis communications.
• Actively track, measure, interpret and optimize results to improve activity and campaign performance
• Accurately and effectively manage budget and plan forecasting, with a focus on budget allocation based on results and high opportunity areas
• Closely coordinates activity with marketing and sales counterparts and other departments as needed
• Serve on cross functional teams on an ongoing basis
• Performs other duties as assigned

What We’re Looking For:

The ideal candidate brings a collaborative and strategic focus to the role. You understand and can translate high level vision and business goals into executable marketing programs. You work well across various departments/teams, understand sales and marketing collaboration opportunities, and have very strong written, verbal and digital communication skills. You have experience with marketing automation systems, marketing analysis, creative process management, and Google Analytics and Adwords reporting. Marketing writing experience and management experience a must. You can prioritize to meet changing demands and work well under pressure.

Education & Experience:

• 7+ years practical digital marketing + marketing content experience (including writing content)
• Bachelor’s degree required; graduate degree a plus
• Experience leading, managing and developing a team
• Experience with project management and reporting
• Experience with marketing analytics and data analysis
• B2B marketing experience required

The Best Part? The Benefits!

To enforce the importance of work-life balance, employees enjoy excellent benefits, including:

• 401(k) plan with company contribution up to 16%
• Generous time off package that includes paid vacation, personal, sick, and holidays
• Paid maternity and parental leave
• Tuition reimbursement
• Medical, dental, vision, and prescription coverage