Manager, Content Marketing

The Company: GIA is the world’s foremost authority in gemology. GIA is a global organization with headquarters located in Carlsbad, CA. GIA in Carlsbad boasts a 17-acre ocean-view campus accommodating approximately 400 of its 3,500 total employees worldwide. We offer many competitive health and commuter benefits that promote the well-being of its employees as well as that of the environment.

The Location: This position is located in Carlsbad, California at our corporate headquarters. We offer a flexible work-from-home schedule, with a few days in the office per month.

What To Expect
• Work Hours: Monday through Friday regular business hours
• We offer competitive medical, dental, vision and matching 401-K plans
• Paid vacation, sick and holidays, tuition assistance and more

Purpose of Role

The Content Marketing Manager is responsible for developing and executing a comprehensive content strategy to drive brand awareness, engage our target audience, and support lead generation efforts. This role requires a blend of creative thinking, strategic planning, and hands-on content creation. The ideal candidate will have a strong understanding of digital marketing trends, exceptional editorial skills, and a proven track record of driving successful content campaigns.

Working closely with cross-functional teams, including product teams, designers, developers, writers, and vendors, the Content Marketing Manager ensures our website content reflects our brand standards and meets the needs of the business, our customers, and the gem and jewelry buying public.

Accountabilities & Responsibilities

1. Design data-driven website content marketing strategies and set short-term goals to further GIA’s reach to the gem and jewelry buying public and support retailers in their efforts to educate their customers.

· Develop editorial calendar for website content, delegate tasks, and ensure deadlines are met

· Collaborate with design and writing teams to produce high quality website content

· Edit, proofread, and improve content

· Optimize website content leveraging SEO and Google Analytics

· Source images for website content and work with image license holders to secure license rights

· Collaborate closely with social media team to ensure promotion of content

· Collaborate closely with the Brand Marketing team to ensure website content is on brand

· Collaborate with global teams to ensure translations for website content are approved and published on schedule

· Oversee content entry specialist in updating website content via WordPress and approve content in digital layout before publishing

· Establish an execution plan outlining the publishing frequency, production workflow (development, reviews, approvals, content entry), and ongoing maintenance of website content

· Report on results for content marketing initiatives

2. Collaborate with Product Marketing and Product Management teams to identify, develop, and update new website content to promote and support products and services.

· Oversee content entry specialist and manage all daily content update requests for all GIA websites, including the GIA Store (using Shopify) using our task management system (Jira)

· Assist Product Teams in leveraging existing website templates to develop content with minimal website code dev resources

· Foster a collaborative environment across departments to integrate content marketing efforts with broader marketing initiatives

· Understand the content funnel and how website content can nurture our audiences through a desired outcome or conversion, and report results

3. Research and analyze our target audiences, competitors, and trends to develop informed audience profiles to improve content formats and identify key topics.

· Analyze competitors’ content, messaging, and distribution tactics

· Identify target audiences and their key demographics, interests, and online behavior

· Research trending keywords and establish content gap opportunities to inform the content plan

· Identify content tools and software that helps the team plan, create, and promote content

Who You Are

Technical

· 5-7+ years of experience in content marketing or content project management with a marketing, digital, or advertising agency

· 1+ years of experience leading or supervising staff required

· Skilled in Microsoft Office Suite, specifically Excel, Outlook, and PowerPoint

· Keeps up with current technology, best practices, and trends related to websites, UX, and content

· Experience in enterprise content management systems like WordPress

· Experience using project management software like Asana, Jira, or Notion

· Analysis of website metrics using Google Analytics data to optimize website content and improve our content strategy

· Proficiency in and use of SEO tools to optimize website content for search

· Familiarity with design tools like Adobe Creative Suite or Canva

· Bachelor’s degree in project management, marketing, or journalism preferred or equivalent combination of education and experience

Relational

· Strong written, verbal, and negotiation skills with the ability to communicate with all levels of colleagues, vendors, and clients

· Strong people skills, diplomacy, and a collaborative spirit

· Team player with the confidence to take the lead and guide other departments when necessary

· Ability to handle conflict situations effectively to minimize impact and maximize outcomes; ability to express opposing views in a non-confrontational manner

· Ability to maintain and foster sensitivity and respect for a culturally diverse work environment

Business Acumen

· Ability to display supportive behavior and communicate positively regarding department goals and objectives

· Ability to interpret and analyze data comprehensively and make excellent conclusions; think strategically while considering the impact of actions/decisions

· Develop and deliver multi-mode communication that conveys a clear understanding of the unique needs of different audiences; use clear and effective verbal and written communications delivered with confidence and the style of the receiver in mind

· Understand marketing funnels and how content marketing plays a role in advancing our marketing objectives

Results Orientation

· Exceptional initiative and attention to detail, especially in editing, proofreading, and improving engaging content

· Curious, adaptable, creative, and an innovative thinker

· Ability and enthusiasm for working in a fast-paced environment where creative solutions are the norm

· Set high goals and use measurement methods to monitor progress toward goals Consistently meet or exceed these goals, maintaining focus on continuous improvement

· Approach work in an organized and systematic manner; plan work and time effectively to manage conflicting or shifting priorities and achieve goals aligned with department and organization

· Demonstrate personal initiative, focus, and drive for continuous improvement; hold self and others accountable to meet commitments and model GIA values

· Incorporate a holistic approach to making good, timely, ethical decisions that keep the organization moving forward; ability to identify root causes of problems and provide sound resolutions

Pay Range: $90-130K

Disclaimer: This job description indicates in general terms, the type and level of work performed as well as the typical responsibilities of employees in this classification and it may be changed by management at any time. Other duties may also apply. Nothing in this job description changes the at-will employment relationship existing between the Company and its employees.