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Brand Digital Content Manager (REMOTE)

Employer
CSL Behring
Location
Working from home
Start date
Mar 29, 2022

View more

Discipline
Information Technology, System Administration
Required Education
Bachelors Degree
Position Type
Full time

Job Details

Job Description

The “Brand Digital Content Manager” position will be responsible for creating and managing brand content across a diverse range of vehicles including Customer Relationship Marketing (CRM), search, social, web applications, and website optimization. This role will be accountable for delivering the CSL Plasma brand expression and message within all of the company’s owned media and determining the content and message calendar to support specific campaigns, against specific customer/donor targets, segments and personas. This person will provide strategic leadership in the development and management of all owned media channels, and this media strategy will be optimized to achieve the highest possible Brand image, traffic, and impact across all channels.

Brand Stewardship - Together with the Director of Digital Products and Properties, will serve as a passionate steward, advocate and global gatekeeper for the CSL Plasma brand. Purview includes developing templates and other materials and ensuring governance and compliance with brand standards, visual brand identities, etc. Create and implement governance processes and associated SOPs. Develop and execute necessary training for CSL Plasma employees in order to ensure support and compliance to the brand standards. Liaise with key counterparts in across the organization, particularly with the Public Relations Department.

Owned Integrated Communication Plans – Lead development of an integrated annual organic communications strategy based on the CSL Plasma brand’s positioning, defined business objectives, the competitive situation, and a deep understanding of key constituent needs, and expectations across different vehicles. Ensure alignment across the entire organization—including Public Relations, Business Development, and Field/ Marketing Operations—to ensure consistency in how the CSL brand is positioned and communicated to all donor segments, in different channels and with different vehicles across the owned network.

Owned Communication Content – Lead and collaborate with internal CSL colleagues and external Agency resources to ensure all owned customer/donor touchpoints and vehicles (e.g., Owned Social, Search, CSL Plasma Website, CRM, and Donor Database) embrace and reflect the essence of the CSL brand. Partner to ensure that all communications are integrated effectively, produced efficiently and drive business results. Ensure content calendars are developed and updated, so that all parties understand  and can execute the CSL Plasma’s Brand priorities

Owned Media Strategy and Planning – Develop and lead the execution of a CSL Plasma owned content plan, including oversight and optimization of cross-platform media programs. Develop and recommend a channel plan, and channel roles and purpose across the owned landscape. This critical work will be done by working in conjunction with internal Marketing, Business Development and Operations counterparts as well as experienced external agency resources. The strategy should both support and be aligned with the brand’s overall strategic growth agenda, as well as the brand’s strategic positioning, and segmentation framework. Owned plans should include crystal clear KPIs and measurement frameworks and agreed-to points where prompt course corrections can be activated, as market and competitive conditions warrant.

Owned Channels Vehicle Innovation – In addition to commanding a keen understanding of the owned channels planning process, he/she will be expected to be on the forefront of digital properties and related category trends to ensure that CSL Plasma messages are using the latest best practices to reach and respond to the right donor targets at the most opportune moments. An increasing number of donors – across all age, gender and ethnic types – are engaging through multiple new channels, and CSL Plasma must stay out front on the Digital Media landscape, with an evolving set of tools and options for guest/donor engagement. This will include Social Media and networking vehicles, which have become increasingly crucial touchpoints.

Digital & Social Media– Craft a compelling owned Digital and Social Media/Community strategy to drive relevant traffic through owned digital channels. Set the groundwork for the how and why of activation across the social landscape, and build and implement strategic guidelines around how CSL Plasma should engage with the community in a meaningful, relevant way.  Identify ideal platforms for creative and media campaigns, evergreen programs and consumer interaction bases on key features, highest-yielding content types, and existing audience behaviors.   Examine brand attributes through the behavioral context of how people act on social to define a value proposition that guides all content and experiences. Lead the development of stories that help achieve key goals and help consumers along their path to donation and loyalty. Manage the external partners that help perform landscape and social audits, determine audience opportunities, and use social conversations to uncover motivations that drive CSL Plasma donors and behaviors. Upload owned social media creative to the necessary platforms

Customer Relationship Marketing (CRM) – Lead the planning, development, and execution of all CRM and Loyalty strategies that can help maximize the positive impact to all donor audiences.  Develop a cadence for the message communication and frequency with the donor database that best maximizes customer loyalty. Determine the strategy and plan of action to collect, analyze and implement meaningful CSL Plasma donor information, to help increase donor understanding, better serve customer needs, create a better donor experience, and optimize donor loyalty. This will include the management and continued refinement of the CSL Plasma Donor Database Management System as well as the CSL Plasma Donor Smartphone Application (app), as well as other potential programs that serve to increase loyalty.

Website / SEO – Increase the number of website visits by elevating the site’s position with the results returned by a search engine.  Optimize the site to rank higher with both on-page and off-page strategies, and conduct analysis that provides strategic and tactical recommendations for increasing CSL Plasma search visibility on priority keywords and content on website, as well as mitigate risk for third party negative results. Create and implement tags for back-end measurement.  Explore and test emerging platforms.  Work with the Agency to review wireframes, structure, etc. to apply SEO tech best practices. Ensure metadata, title tags, header tags, images, page speed and URLs are optimized.  Develop, implement and improve website and landing pages to ensure excellent user experience.  Analyze web traffic to make best practices recommendations for understanding traffic to the website, and continue to improve website traffic and tracking.

Optimize Effectiveness & EfficiencyUsing advanced measurement and analysis tools, including Google analytics, optimize the effectiveness of our organic search, social and web traffic, in order to maximize ROI and business impact for CSL. Analyze real-time data, think creatively and design innovative strategies to ensure brand engagement and traffic to CSL Plasma centers.

Other job-related duties as assigned.

Education

  • Bachelor’s Degree in business administration, marketing or equivalent combination of education 

  • MBA preferred

Experience

  • Minimum 6-8 years management experience

  • Excellent critical reasoning, decision-making and problem solving skills to analyze situations, determine risks, find solutions to prevent future issues and resolve recurring defects

  • Brand Management: Traditional Brand Management or Marketing with experience with a business driven by sophisticated and substantial owned media programs. Should bring deep understanding of owned digital, SEO, website and CRM program development and implementation. Should also understand how to work with digital and SEO/SEM agencies

  • Media Agency: This individual could come with a Media agency background, too, bringing deep understanding of the owned Media ecosystem. Extensive experience consulting and helping to implement client owned media programs from an agency like Epsilon, Digitas, Sapient Razorfish, Zenith, OMD, Mindshare, Horizon, MRM, MediaCom, Starcom MediaVest, Performics, Spark Foundry or Wunderman. This experience should include consulting with and supporting clients with heavy multi-channel owned media, loyalty programs and websites, where both National and Local Media may play a key role

  • Multi-Unit Retail: As mentioned above, client or agency side digital and CRM leadership for a major U.S.-based multi-unit Retailer e.g., Hospitality, QSR, Fast Casual Restaurants, and specifically those brands where Marketing drives customer traffic to physical stores or relevant digital channels.  This is important, as the in-store dynamics of Retail present a unique set of challenges and opportunities

  • Functional Development: this Manager needs to be a team player and a team-builder, bringing a proven ability to lead and mentor teams, work collaboratively, and build a positive, internal culture. Additionally, this Manager must also be able to educate and inspire the extended team which includes other functions, and a large number of colleagues in the field. Lastly, this Manager must be digitally savvy, understanding technical aspects of website development and management, application software, database management and social media management

Additional Comments

PERFORMANCE MEASURES

  • Helping to deliver hard business results – Same-center Traffic, and New Donors

  • Brand Health measures – Awareness, Consideration and New to Market

  • Owned Media Effectiveness and Efficiency metrics

  • Increase in Brand Loyalty

  • Implementation of Advanced CRM, Social, Website thinking

  • Successful agency relationships and management

  • Developing KPI’s for Digital/ Social Media/Website/SEO/SEM

  • Delivery of value-added ideas that support the brand

Working Conditions

(physical & mental requirements)

  • Ability to make decisions which have significant impact on the immediate work unit and monitor impact outside immediate work unit

  • Ability to formulate complex and comprehensive materials such as authoritative reports of major scope and impact, etc. and/or to make formal presentations

  • High degrees of organization and attention to detail required

  • Excellent oral, written communication skills, along with active listening skills

  • This position is in an office environment, with 100% of the work sitting, standing or walking for work purposes

  • Fast paced work environment with frequent interruptions

  • Overnight travel required up to 30% of the time for business related meetings

Note: All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, disability, veteran status, national origin or other legally protected classifications.

About Us

Our Benefits

We encourage you to make your well-being a priority. It’s important and so are you. Learn more about how we care at CSL.

About CSL Plasma

CSL Plasma is one of the world's largest collectors of human plasma. Our work helps to ensure that people with rare and serious diseases are able to live normal, healthy lives. We are committed to our work because lives depend on us. Learn more about CSL Plasma.

We want CSL to reflect the world around us

As a global organisation with employees in 35+ countries, CSL embraces diversity, equity and inclusion. Learn more about Diversity, Equity & Inclusion at CSL.

Do work that matters at CSL Plasma!

Company

As the third largest global biotechnology company with employees in more than 35 countries, CSL Behring is focused on serving patients with serious and rare diseases, including coagulation disorders, primary immune deficiencies, hereditary angioedema, respiratory disease and neurological disorders. We collaborate with patient and biomedical communities to improve access to therapies, advance scientific knowledge and support future medical research. 


CSL Behring's dynamic environment fosters innovation and attracts the best and brightest who share a commitment to helping save lives. People here are free to live their Promising FUTURES where they can fulfill their individual career aspirations and realize their potential. 


CSL Behring is committed to diversity and inclusion, both of which underpin our Values of patient focus, innovation, collaboration, integrity and superior performance. We believe that by harnessing and honoring the unique capabilities, experiences and perspectives of our people, we are better able to serve our patients.


CSL Behring operates one of the world's largest plasma collection networks, CSL Plasma. The parent company, CSL Limited, headquartered in Melbourne, Australia, employs more than 27,000 people, and provides its life-saving medicines in more than 70 countries. 
For more information visit www.cslbehring.com. Help us deliver on our promise to save lives and protect the health of people around the world. Promising FUTURES start at CSL Behring!

Stock Symbol: CSL

Stock Exchange: Australian Securities Exchange

Company info
Phone
610-878-4000
Location
1020 First Avenue
King of Prussia
Pennsylvania
19406
United States

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