Content Marketing Manager

This role is based in our Irving, Texas office.
The Content Marketing Manager within the Content & Audience pillar is a strategic and creative role focused on driving engagement with portfolio brands and growing the audience database. Reporting to the Content and Audience Marketing Director, this role is responsible for developing content-driven campaigns that attract, engage, and nurture audiences at the top of the marketing funnel, bridging media and event marketing to benefit the entire product portfolio.
The Content Marketing Manager will leverage compelling content strategies to build brand awareness, drive audience growth, and create a pipeline of engaged prospects that feed into the media, attendee, and commercial marketing journeys. By aligning content with audience personas and portfolio goals, this role ensures that campaigns resonate with target audiences and deliver measurable results.
Role Accountability and Duties:
Content Strategy and Development
Develop and execute a content marketing strategy focused on top-of-funnel engagement, ensuring alignment with portfolio brand goals and audience personas.
Create compelling content assets, including blogs, whitepapers, eBooks, infographics, videos, and webinars, designed to attract and engage target audiences.
Collaborate with the Content and Audience Marketing Director to ensure content aligns with broader marketing objectives and supports audience growth initiatives.
Drive engagement with owned media products and work in partnership with media partners to develop content.
Campaign Planning and Execution
Design and implement content-driven campaigns that drive audience engagement and database growth, aligning with the portfolio value proposition.
Support top-of-funnel campaigns by working with media, editorial teams, and content producers to drive database growth from media products that turn into qualified, engaged audiences for commercial and attendee marketing campaigns.
Develop campaign briefs that outline objectives, audience insights, content themes, and channel strategies.
Partner with the Comms Planner and Campaign Manager within the attendee and commercial pillar to ensure content campaigns align with messaging frameworks and tactical plans.
Optimize campaigns for lead generation and audience acquisition, ensuring content is distributed effectively across channels such as social media, email, paid media, and organic search.
Audience Growth and Database Expansion
Use content marketing strategies through content and media products to grow the audience database, ensuring a steady pipeline of engaged prospects for attendee and commercial marketing journeys.
Develop lead magnets and gated content to capture audience data and drive database growth.
Collaborate with the wider Marketing Team to segment and nurture leads, ensuring smooth transitions into attendee and commercial marketing workflows.
Performance Monitoring and Optimization
In collaboration with the Marketing Analytics Centre of Excellence, establish and monitor KPIs for top-of-funnel campaigns, including engagement rates, lead generation metrics, and audience growth.
Analyze campaign performance data to identify trends, opportunities, and areas for improvement.
Use insights from analytics to refine content strategies and optimize campaigns for maximum impact.
Collaboration and Alignment
Partner with the pillar team and Centres of Excellence to deliver and execute campaigns, providing a cohesive campaign plan and briefing.
Foster agile workflows by embedding iterative collaboration and adaptability into communication planning.
Work closely with the Content and Audience Marketing Director, Social Media Manager, Comms Planner, and Campaign Manager to ensure content campaigns align with portfolio goals and audience needs.
Partner with the Creative Centre of Excellence to ensure content assets are visually engaging and aligned with brand identity.
Collaborate with Product Marketing Managers to ensure content drives growth and supports broader marketing objectives.
Agile Ways of Working
Foster agile workflows by embedding iterative planning and adaptability into content marketing strategies.
Use real-time performance data to pivot campaigns and refine content assets as needed.
QUALIFICATIONS AND SKILLS
Proven experience in content marketing, with expertise in developing and executing top-of-funnel campaigns.
Strong ability to create compelling content assets that drive engagement and audience growth.
Experience in designing and implementing content-driven campaigns across multiple channels, including social media, email, paid media, and organic search.
Data-driven mindset with a focus on embedding analytics into content strategies and campaign optimization.
Exceptional collaboration skills, with experience working closely with cross-functional teams, including audience marketing, campaign management, and creative teams.
Strong organizational and strategic planning skills, with the ability to manage multiple campaigns and content assets simultaneously.
Familiarity with lead generation strategies, audience segmentation, and database growth initiatives.
Adaptability and comfort working in a fast-paced, dynamic environment with shifting priorities.
WHAT SUCCESS LOOKS LIKE
Engaging Content Campaigns: Deliver content-driven campaigns that resonate with target audiences and drive top-of-funnel engagement.
Audience Growth: Grow the audience database through effective lead generation strategies and compelling content assets.
Strategic Alignment: Ensure content campaigns align with portfolio brand goals, audience personas, and broader marketing objectives.
Performance Optimization: Use analytics to refine content strategies and optimize campaigns for maximum impact.
Collaboration Success: Build strong relationships with cross-functional teams to ensure content campaigns are aligned and impactful.

Employment type
Full-time

Work arrangement
Hybrid