Job Summary
Every day, millions of consumers around the world interact with us and our products. The Global Marketing Communications group oversees all of the advertising and marketing to ensure the flawless development and execution of world-class communications.
The Senior Content Strategist will lead the development of content strategy for key environments such as our .com, Retail stores, partner digital and partner brick-and-mortar stores. This role will be responsible for ensuring these strategies connect to media and advertising initiatives, in order to drive a seamless end-to-end customer experience in a world of agentic shopping.
Key Qualifications
- 10 years of experience with deep understanding of content strategy including content models, messaging hierarchy, SEO and AEO/GEO (Answer/Generative Engine optimization) - including how large language models, AI assistants, and agentic search systems surface, interpret, and prioritize content.
- Fluent in leveraging analytics and insights to inform content strategy, develop KPIs, and measure performance across traditional and AI-driven discovery channels.
- Skilled at crafting strategies for different platforms (ex. websites, social, channel partner), and across platforms (ex. digital and in-store).
- Ability to interrogate briefs, understand the fundamentals of an ask, and deliver a thoroughly pressure-tested, clearly articulated proposal - including how that content will be interpreted and represented by LLMs acting on behalf of users.
- Expertise in developing frameworks including, but not limited to, customer journeys - and an understanding of how agentic search is compressing and reshaping those journeys.
- Ability to partner with internal teams to optimize use of existing content while assessing the need to develop new content based on customer needs.
- Experience working with Data Science, Brand Strategy, Creative, UX and Media/Comms teams to deliver the right message to the right audience at the right time in their journey.
- Proficient in presentation development and delivery, including the simplification of complex ideas, clear linear narrative and actionable next steps.
- Proven leadership skills required to successfully advocate for work across diverse, cross-functional teams.
- Comfortable operating at many levels - from transformational strategic thinking around the future of AI-driven discovery, to detailed content recommendations optimized for today’s LLM platforms.
Description
- Translate business and consumer insights into clearly articulated content strategies (with input from Brand, Brand Strategy, Analytics and Insights teams).
- Deliver content briefs that inspire creative teams and provide clear direction on the most impactful content to make.
- Work cross-functionally to develop a common language and understanding of success metrics/KPIs, and partner closely with data science teams to assess the impact of the work.
- Support the integration of content into comprehensive digital online and in-store experiences to enable cross-marketing and avoid duplication of efforts.
- Successfully align teams around ideas and steer the direction of work - sometimes over an extended period of time (in partnership with Cross-Functional, Producers and Project Management).
Education
- Bachelor's Degree preferred
Hours may fluctuate on project needs.
