Associate Director, Content Marketing

Title: Associate Director, Content Marketing

Department: Marketing

Reporting to: Senior Director, Business Development & Marketing

Location: Remote - Canada (Candidates based in British Columbia, Alberta, Manitoba, Saskatchewan, Ontario, Nova Scotia, or willing to relocate)

Compensation: $102K - $130K CAD

Who We Are: 

World Education Services (WES) is a non-profit social enterprise that supports the educational, economic, and social inclusion of immigrants, refugees, and international students. For 50 years, WES has set the standard for international academic credential evaluation, supporting millions of people as they seek to achieve their academic and professional goals. Through decades of experience as a leader in global education, WES has developed a wide range of tools to pursue social impact at scale. From evaluating academic credentials to shaping policy, designing programs, and providing philanthropic funding, we partner with a diverse set of organizations, leaders, and networks to uplift individuals and drive systems change. Together with its partners, WES enables people to learn, work, and thrive in new places. For more information about WES, please visit our website at www.WES.org.

About the Opportunity:

WES is seeking an Associate Director, Content Marketing to oversee B2C and B2B content marketing programs that drive revenue, attract new audiences, prioritize customer service, and reflect WES's unique value proposition. Reporting to the Senior Director, Business Development & Sales, this role will be responsible for managing the middle of the sales funnel, defining, and executing the content development strategy for B2B and B2C initiatives. This AD will directly supervise a Content Marketing Analyst and serve as a liaison with enterprise communications, collaborating on message and media development to effectively engage target markets and enhance marketing channels. The ideal candidate will have experience in digital marketing or e-commerce, an interest in immigration and/or higher education, strong communication skills with international audiences, and a commitment to diversity, equity, and inclusion in business practices.

What You'll Do:

• Directly oversee and manage a Content Marketing Analyst.
• Create and execute on a B2B and B2C content and distribution strategy across all channels, programs, and activities with the aim of providing customers a best-in-class digital experience: website, ecommerce, mobile app, blogs, social media, newsletters, emails, ads, videos, landing pages, webinars, e-guides, and other promotional content.
• Integrate content from multiple sources into an effective single-channel experience that enables cross-promotion and emphasize multi-channel engagement.
• Identify, frame, and launch campaigns and promotional concepts; generate innovative ideas to advance organizational goals; propose collaborative plans for execution.
• Provide editorial oversight for all promotional content to ensure quality, clarity, and consistency:
• Write, edit, and copyedit as needed; hire and manage freelance and full-time writers and editors as needed; integrate processes with content collaborators across WES.
• Commit to a data-driven approach: make recommendations to drive growth, revenue, and engagement in line with business objectives.
• Work with the team to develop process, strategy, timelines.
• Work with the team to develop and eventually oversee the execution of a social media strategy.
• Identify, create, and post audience-specific content on social media accounts including, but not limited to - Meta, LinkedIn, and X.
• Review reporting, set guidelines, and make recommendations, and produce/review reporting dashboards.

Your Experience:

Required

• Bachelor's degree in communications, Journalism, or related field.
• 5+ years of experience in content marketing, digital marketing, editorial/journalism, communications, or a related field.
• Proven experience in developing and executing successful content marketing strategies, including content creation, distribution, and performance analysis. Familiarity with various content formats such as blog posts, social media content, videos, and email marketing.
• Experience disseminating email campaigns to multiple target audiences, ensuring successful distribution, and providing campaign reports to senior leadership.
• Familiarity with customer journey mapping, persona development, and customer segmentation.
• Experience with content analytics tools and the ability to track key metrics, such as engagement, conversion rates, and customer satisfaction.
• Exceptional written and verbal communication skills, with the ability to craft compelling and engaging content.
• Display meticulous attention to detail to ensure accuracy and consistency in content creation, while adhering to branding, style, and compliance guidelines to maintain a unified brand voice and image.
• Experience in developing and executing content plans that support lead generation, customer retention, and overall business growth.
• Experience leading freelance writers and consultants to meet goals, communicating priorities, delegating tasks, hiring contractors and managing invoices as needed.
• Familiarity with WordPress, Marketo, Google Analytics, (or other social media management platforms), Jira and Confluence.
• Experience with web UX and understanding of digital accessibility, SEO, Google analytics and other best practices.

Desired

• Fluency in French is a plus!
• Desire to work in nonprofit/philanthropy or immigration/education fields a plus!
• Genuine enthusiasm for delivering exceptional customer experiences and a strong commitment to ensuring that all content aligns with the brand's customer-centric values.
• Willingness to experiment, learn from failures, and continuously optimize content strategies.
• Strong people management skills.
• Understanding of how content can influence and enhance the overall customer experience.
• The ability to empathize with customers and create content that connects emotionally, addresses their challenges, and builds trust.
• Proven ability to collaborate effectively with cross-functional teams.
• Strong analytical skills to measure content performance, identify insights, and make data-driven decisions.
• Ability to thrive in a fast-paced and dynamic environment, adapting to changing market trends, customer preferences, and business priorities.
• Proficiency in storytelling and the ability to adapt the tone and style of communication to different audiences.
• Ability to think strategically and align content marketing initiatives with business goals and customer experience objectives.
• Possess exceptional written and verbal communication abilities to effectively convey ideas and craft compelling content across various channels.
• Demonstrate a creative mindset and the ability to tell engaging stories that resonate with the target audience, bringing the brand's messaging to life.
• A strong commitment to the WES mission and values.

What We Offer:

Joining our team at WES means embarking on a purpose-driven career with a global impact, where you contribute daily to making a tangible difference in the lives of people worldwide. You'll thrive in an employee-centric environment, with access to learning opportunities, pathways for personal and professional development, and recognition of your achievements. Our inclusive, mission-driven culture values employees and focuses on investing in our people through our culture, people framework, and programming while offering the flexibility of remote work options.

• Work-Life Harmony: We believe that success is all about maintaining balance. Enjoy the freedom of remote work and flexible scheduling, paired with generous time-off policies designed to assist you in maintaining a healthy equilibrium between your personal and professional commitments. Our comprehensive wellness programs and work environment are focused on fostering your well-being.
• Rewards and Recognition: Your dedication and achievements are the cornerstone of our success. We recognize the importance of valuing your hard work, which is why we offer competitive compensation, comprehensive benefits, and tangible rewards to celebrate your contributions.
• Professional Growth and Development: We are committed to nurturing growth within our team, recognizing that growth is essential to providing opportunities for career advancement and ongoing professional development. To prioritize your learning and success, we invest in comprehensive training programs and offer tuition reimbursement opportunities. We promote a culture of continuous learning that empowers you to thrive and evolve in your career.
• Innovation and Impact: Engage in work that directly transforms lives and empowers individuals and communities by expanding access to global educational and professional pathways. Join us in fostering a culture that values innovation, embraces new approaches, and leverages transformation to implement and drive impactful change.
• Community and Connection: Our team is made up of individuals from different cultures and backgrounds who have varying perspectives and ideas. Our diverse workforce reflects the global community we serve, and we take pride in it. We are committed to fostering a workplace where everyone feels valued, respected, and included. Experience the power of connection by participating in a range of activities, including employee-led resource groups, town halls, collaborative team events, meaningful volunteer opportunities, and initiatives that promote equity, celebrate diversity, and cultivate a strong sense of belonging within our organization.

Values:

• Opportunity - We open doors so people can build better futures.
• Inclusion - We become stronger, more creative, and more resilient when we embrace diversity.
• Equity - We uphold fairness and justice in our work and actions.
• Enterprising - We are resourceful, inventive, and driven.

Inclusive Recruitment Process:

We welcome all applicants, irrespective of their experience perfectly fitting the job description, as we value diverse and innovative viewpoints. At our organization, individuals who thrive in a culture of continuous learning and inclusive teamwork excel. We are committed to fostering an inclusive and accessible work environment where everyone feels valued, respected, and supported and welcome members of all backgrounds and perspectives to apply. 

Our Commitment:

World Education Services is committed to fostering an inclusive workplace that reflects the rich tapestry of our communities, both in the US and Canada. This commitment is underscored by our unwavering dedication to providing equal opportunities to all qualified individuals, regardless of race, color, religion, sex, national origin, age, disability, sexual orientation, gender identity or expression, veteran status, or genetics. This commitment extends to every aspect of employment, from recruitment and hiring to promotions, training, and benefits. We comply with all applicable federal, state, and local anti-discrimination laws. For us, diversity goes beyond compliance – it's about embracing unique perspectives and cultivating an environment where everyone feels valued and empowered to reach their full potential.  

If you require assistance and/or accommodation at any point during the recruitment process, please contact us at hiring@wes.org, we're here to support you. Our Talent Acquisition team is happy to work with you to find solutions that meet your needs.

For more information about WES, please visit our website at www.WES.org

This position is an existing vacancy and is currently open for hire.