Manager, Content Marketing

Purpose

The Manager, Content Marketing reports to the Director, Brand Marketing and Customer Insights and plays a critical role in attaining the goals of Rocky Mountaineer’s (RM) strategic plan and annual plans.

The Manager provides thought leadership and drives best-in-class content marketing strategies across the organization. The role is accountable for ensuring successful development and execution of content strategies and tactics against measured business objectives and key performance indicators.

The role both leads and partners with numerous departments throughout the organization to increase brand awareness and engagement, consideration and brand advocacy by creating and leveraging content that inspires and attracts prospects and turns them into engaged guests. The Manager, Content Marketing is an expert who champions the creation of compelling, search-optimized social media and content across a multitude of channels. This role also guides the customer service and listening strategies on our social channels, which are essential for responding to guest queries, driving referrals and building strong word of mouth, laddering up to our overall customer experience strategy. Additionally, this position plays a key role within the Information Office during Emergency Operations.

The Manager, Content Marketing is responsible for leading, mentoring and coaching a team that delivers a wide range of initiatives within Marketing and across the enterprise.

Key Areas of Accountability

Content Marketing Strategy
- Work in partnership with the brand and digital & media teams to develop annual plans to drive the execution of content across multiple owned and paid channels that ladder up to the overarching department and business goals
- Create a storytelling strategy that brings the brand to life with meaningful, emotive storytelling across a multitude of platforms (i.e. long
- and short-form video, blogs, content partnerships, etc)
- Develop and optimize a social media strategy to drive awareness and engagement, leveraging best practices and latest social media trends
- Develop and optimize a community engagement strategy to drive excellent customer service, build a strong word-of-mouth and connection with ‘brand fans’
- Develop annual content partnership plans in conjunction with the digital & media team, ensuring we are working with best-in-class publishing partners
- Leverage both existing and new content marketing best practices to evolve and innovate our strategies and tactics, increasing engagement and impact
- Translate strategic initiatives and imperatives into actionable content marketing strategies aligned to target metrics and growth of the business

Content Strategy Execution

Content creation
- Lead the internal team and external partners in creating meaningful, emotive content across owned and paid channels including long
- Provide training and oversight to a team that creates high-quality and engaging social and blog content pieces that follow platform best practices, are optimized for search, drive engagement and reach
- Oversee internal team and external writers to ensure editorial and copywriting support across all owned marketing and partner channels
- Work with the Communications team on how to best leverage influencer content

Community Engagement & Communications
- Work with the Community Engagement & Customer Insights team to drive best-in-class customer service across our social channels, answering questions, and surfacing and addressing pain points to optimize the end-to-end customer journey
- As part of Information Office during Emergency Operations, ensure monitoring, posting and overall support to the Information Office is timely, accurate and protects the reputation of Rocky Mountaineer

Reporting & Measurement
- Create a data-driven culture working closely with external and internal partners and agencies to measure efficacy and efficiency of content initiatives
- Monitor, analyze, report and continually optimize on the performance of all content initiatives through integration of numerous reporting tools

People and Stakeholder Management
- Hire, lead, coach and mentor a team of coordinators and specialists to high performance
- Manage external service providers including hiring, onboarding and enabling partners to deliver high-impact work
- Develop key, cross-functional relationships to ensure successful delivery of projects and initiatives
- Support key relationships with external partners to leverage content created by others (eg. DMOs, hotels etc.)
- Consistently exhibit an enterprise mindset and focus on cross-functional teamwork to provide marketing expertise in agile and efficient manner
- Communicates and champions Global Marketing team’s work across the enterprise by providing clear, timely, and relevant communication on strategies, projects, programs, initiatives and other work that has organizational impact

Budget Management
- On an annual basis develops plans