Our mission is to create an enjoyable shopping experience for our customers, recognising the journey starts before the customer enters our stores. As the Brand Content Manager, you will be responsible for developing brand content and establishing a strong omnichannel presence for each of the JPLA brands, in a way that engages and connects with our diverse buyer personas.
The role includes conceptualising, developing, and executing insights-driven inbound marketing campaigns, adding value at each point in the consumer journey which ultimately converts and delights the customer. This will involve the development of brand content and communications to build distinction between our brand portfolio, and brand salience in market.
Alongside the GM Marketing and Communications, develop comprehensive content marketing plans for each of the JPLA brands, aligned with the marketing goals of the business. From writing great copy, ideating content assets and briefing, you will own the execution of exciting new integrated campaign content that informs, educates, and entertains the customers through a variety of owned, earned and paid channels.
The effective measurement of campaign performance will be vital, so an ability to analyse data and draw insights will be critical. As brand content custodian, you will ensure all campaigns are developed in line with the relevant brands framework and guidelines and are set up with correct tracking and analytics tags.
The Brand Content Manager will play an influential role in guiding the digital marketing coordinator, to ensure all branded content is delivered and optimised across all digital platforms.
**Responsibilities of the role include**:
- Conducting an audit of the existing content on the company's websites and online platforms for brand voice, relevance, and optimization
- Inform the new content strategy on insights that will help the business reach its goals, leveraging customer, industry and competitor insights
- Develop a comprehensive content marketing, publishing and social media calendar in collaboration with the marketing and ecommerce team
- Promote a consistent brand identity of each of the JPLA brands throughout all branded and digital touchpoints
- Create formalised creative briefs for the internal design team and / agencies and partners, as well as collaborate with marketing, design, and category buyers to plan and develop engaging content
- In collaboration with the design, marketing, and ecommerce team, write and create the new content, tailoring the message to the respective audiences, and ensuring content is optimised for the selected platform
- Monitor and track the performance of the content through online tools such as Google Analytics, Ahrefs, and Google Search Console
Experience and skills requirements
- Tertiary-level qualification in Marketing, Communications or Journalism
- A minimum of 5 years' experience in supporting or managing integrated marketing /digital marketing campaigns
- SEO proficient with excellent copywriting skills and use of Tools like SEMRush and Ahrefs to research competitors and find content gaps to inspire new content
- Creative agency background, or B2C marketing experience in the jewellery or fashion retail industry is not a prerequisite, but will be a plus
- Along with creativity and a data-driven mindset, an ability to collaborate across functional teams is important
- Strong understanding of the briefing and development process and ability to manage and prioritise multiple projects in a fast-paced marketing environment
- Confident use of web and campaign analytics tools like GA to inform and optimise performance along with automation tools and Content Management Systems
- Deep understanding of sales funnels, research insights and data analysis
- You understand the nuances of messaging and can write engaging and on-brand content for varying mediums and audiences. You understand the layers of content that creates salience, and you enjoy working within the framework of brand
- A hands-on content creator, with an exceptional eye to detail