Digital Content Specialist Job at Comerica Bank
Digital Content Specialist
The Digital Content Specialist partners with Marketing and Product leaders to develop a long-term strategy and roadmap for content within our web portfolio. Reporting directly into the Digital Platform Manager, they drive prioritization for content initiatives and work closely with Marketing, UX and content teams to execute content goals. Comerica.com is our most critical touchpoint for our prospects and customers and one of the most important expressions of our brand.
Position Responsibilities
- Drive the website content vision, working in a cross-functional capacity to identify and build on content opportunities across the ecosystem.
- Develop an actionable plan to continuously improve the content of the website and collaborate with Marketing and content vendors to bring the plan to life.
- Advocate for the brand voice when partnering with channel/platform and product segment leads in crafting micro-experiences across the customer journey.
- Work with brand team and LOB SMEs to craft thematic messaging across campaigns and organize the execution and distribution of content with channel managers.
- Create dashboard and report on performance of digital content metrics.
- Drive site navigation and cross-linking strategy.
- Audit and improve on-site search performance.
- Maintain and monitor site redirects and 4XX errors.
- Work directly with cross-functional internal and agency partner teams across UX strategy, design, brand, and operations to drive new and optimized digital content.
- Define and maintain digital content processes including asset lifecycle management.
- Lead content audits of digital properties on a consistent basis to ensure ongoing accuracy and that business requirements are met.
- Inform and influence colleagues and cross-functional teams to successfully achieve goals.
Work closely with partners to ensure content is effective in driving intended behaviors. - Prioritize across web initiatives and requests and determine the best allocation of resources based on the level of effort required to deliver each priority.
- Effectively analyze data to make decisions, define new strategies, and deliver measurable results.
- Develop and execute digital content strategy for marketing campaigns. Work directly with cross-functional internal and agency partner teams across UX strategy, design, brand, and operations to drive new and optimized digital content.
- Work closely with website optimization team to continuously improve site content as a component of campaign performance.
- Conduct keyword research and align keyword activities across Comerica.com and paid search initiatives. Oversee and direct SEO efforts.
- Participate in the curation of content sections of Comerica.com from a high level, ensuring content meets the company's quality, brand and marketing goals.
Position Competencies
- Mastery of business-driven web strategy for multiple audiences
- Proven experience managing multiple projects simultaneously amid ambiguity
- Demonstrated ability to define and write business requirements
- Experience using Google Analytics answer customer behavioral questions
- Experience in financial services is a plus
Position Qualifications
- Bachelor's Degree from an accredited University
- 5 years Digital marketing and e-commerce and/or online lead generation experience
8:00am - 5:00pm Monday - Friday. This position offers a hybrid work model that includes onsite and remote days as determined by the manager.
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