Head - Content & Research - Online Real Estate Firm

We have an opportunity with one of the leading online real estate players for Head-Content and Research .

PFB JD for the role:

JOB DESCRIPTION

The Head of Content & Research oversees all marketing content initiatives, both internal and external, across multiple platforms and formats to drive sales, engagement, retention, leads and positive customer behavior.

The position collaborates with PR, communications, marketing, customer service and HR to help define both the brand story and the story as interpreted by the customer.

Responsibilities

The job of Head of Content and Research is to think like a publisher/journalist, leading the development of content initiatives in all forms to drive new and current business.

This includes:

- Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content including online, social media, email, point of purchase, mobile, video, print and in-person.

- Mapping out a content strategy that supports and extends marketing initiatives, both short- and long-term, and the development of a functional content calendar in line with the strategy.

- Identify trends in real estate and anchor a significant percentage of content around real estate insights. This will require familiarity with numerical methods and ability to define research topics and deliver them.

- Incorporate research calendar into the content calendar. Execute to the research calendar.

- Hiring and managing the deliverables of writers, editors, content strategists and potentially data analysts / researchers.

- Developing guidelines, style guides, standards, systems and best practices (both human and technological) for content creation/ curation and distribution.

- Integration of content activities within traditional marketing campaigns.

- Conducting ongoing usability tests to gauge content effectiveness. Working with owners of particular content to revise and measure particular content and marketing goals.

- Establishing workflow for requesting, creating, editing, publishing, and retiring content. Work with technical team to implement appropriate CMS.

- Conducting periodic competitive audits.

- Work closely with designers / design team on all creative and branding initiatives to ensure a consistent message across channels.

Success Criteria

The Head of Content and Research is measured on the continual improvement of customer nurturing and retention through storytelling, as well as the increase in new prospects into the company. Success criteria include:

- Positive brand recognition and consistency across chosen published channels.

- An increase in defined customer engagement metrics (measured by page view, time spent, bounce rate)

- Website and social media traffic growth

- Social media positive sentiment metrics

- Customer feedback and survey data

- Increases in key search engine keyword rankings

- Inbound queries from 3rd party media for insights and download of research reports

Requirements

- Bachelor's degree in English, Journalism, Public Relations or related communications field. MBA in marketing and experience in real estate a plus.

- 10 - 12 years of experience as a respected leader in multichannel content creation (publishing, journalism, etc.).

- Experience with creating compelling messages for different target demographics.

- Expertise in major business software applications (Adobe Creative Suite, Microsoft Office, etc.).

- Audience development and subscription strategies experience a plus.

Skills required

The Head of Content and Research requires a combination of marketing and publishing mindset with an understanding of real estate market and consumers. The most important aspect of the Head of Content and Research role is to think - customer first- .

Specific skills required include:

- Proven editorial skills.

- Outstanding command of the English language.

- The ability to lead and inspire teams of creative personnel, and content creators to achieve company's stated goals.

- Skill at both long-form content creation and real-time (immediate) content creation and distribution strategies and tactics.

- A passion for new technology tools (aka, using the tools you preach about) and usage of those tools within your own blogs and social media outreach. Social DNA a plus.

- Leadership skills required to define and manage a set of goals involving diverse contributors and content types

- Project management skills to manage editorial schedules and deadlines within corporate and ongoing campaigns.

- Familiarity with principles of marketing and web analytics tools (Adobe Omniture, Google Analytics), social media marketing applications (HootSuite, Tweetdeck, etc.) and leading social media monitoring platforms (Radian6, etc.).

- Excellent negotiator and mediator; strong people skills.

- A willingness to embrace change and to adapt strategies on the fly.