Associate Director, Content Marketing

Title: Associate Director, Content Marketing

Department: Marketing

Reporting to: Senior Director, Business Development & Marketing

Location: USA - Remote

Compensation: $107K - $136K USD

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.