Senior Content Marketing Specialist

Senior Content Marketing Specialist

Purpose: Lead the creation, management, and optimization of compelling content across distributors and TMI managed channels to drive brand awareness, engage target audiences, secure subscribers, and grow demand.

Responsibilities Include:

Content Strategy

• Lead the development and execution of the content marketing strategy in alignment with the broader TMI brand strategy, business goals and target audience personas
• Lead omni-channel campaign planning and implementation, working across channels managed by both TMI and distributors
• Develop and maintain annual editorial calendar to promote stakeholder alignment to key deadlines
• Develop and lead the TMI loyalty marketing strategy for both patients and health care providers, maximizing new subscriber growth and ongoing subscriber engagement

Content Creation

• Research, recommend, and develop compelling, high-value content for a variety of audiences, channels, and formats, ensuring assets are consistent with brand standards and optimized for search
• Coach in-house and external content creators – including HCPs/KOLs - to meet content and brand standards
• Package, distribute and maintain assets to key publishing partners – including distributors, associations, and internal team members – to maximize content usage and ROI

Social Community Management

• Lead growth of subscribers and on-platform engagement across key organic social media channels
• Lead the global content publishing schedule across platforms, including overseeing regional publishing to maintain audience relevance and brand coherence
• Develop and lead partner content programs, including influencers, employees, and user-generated content
• Ensure audience comments, messages, and mentions are acknowledged/responded to in a timely manner
• Monitor and escalate issues and complaints in accordance with TMI policies

Success Measurement & Reporting

• Recommend, monitor, and report on KPIs to ensure content strategy is meeting business and brand objectives
• Lead content marketing KPI reporting to key business stakeholders, focusing on data-driven insights
• Recommend and implement campaign and content optimization based on data-driven insights

Health and Safety

• Ensure compliance with relevant health and safety legislation, including the Workplace Safety and Insurance Act, the Occupational Health and Safety Act, etc.

QUALIFICATIONS

• Diploma or higher in marketing or a related field of study
• Previous experience with content marketing or demand generation
• 5+ years of experience in marketing
• Exceptional writing and storytelling skills (comfortable posting on social and web platforms, blogging, etc.) is required
• Proficiency working with business functions of social media platforms including LinkedIn, Facebook, Instagram, Vimeo, YouTube, and Twitter
• Expertise in social media advertising, search engine marketing, and Search Engine Optimization
• Advanced knowledge of digital analytics tools
• Knowledge of user experience (UX) design and usability principles
• Experience with web CMS systems (Drupal, WordPress, etc.)
• Proficiency in Microsoft Office [Word, Excel, PowerPoint, Outlook] and Canva; Adobe Creative Suite is preferred
• Experience in mentoring or coaching junior team members