Job description

The Content Manager leads the creation of content that supports HSL’s business goals, engages key audiences, and aligns with the customer journey. Responsibilities will include HSL’s websites, blog, email newsletters, print collateral, and other digital content. They are a strong writer, editor, and project manager who oversees the production of high-quality content that promotes HSL’s mission and service offerings. The Manager partners with the members of HSL’s Editorial Board to align and repurpose content, and assess its success and impact.

The Content Manager will bring HSL’s brand voice to life in written and visual content. They will ensure the accuracy and search engine optimization of HSL’s main website, including the blog, in order to meet the needs of seniors, their adult children, potential employees, and others. The Manager reports to the Senior Director of Content and Communications and will partner with stakeholders across the organization to showcase HSL’s expertise in senior care and service offerings, research, and teaching. They will also work closely with the Director of Marketing to ensure content supports business line marketing goals. The Content Manager has two direct reports and is responsible for overseeing their performance and professional growth.

Position Responsibilities

Serve as managing editor of Hebrew SeniorLife’s blog, responsible for day-to-day oversight and content optimization.

• Generate ideas that align with HSL business goals, have good inbound potential, and fill a need for the user
• Create and/or oversee the creation of original content that complies with HSL style, meets business needs, correctly portrays HSL business offerings, and is optimized for search
• Manage the blog calendar
• Work with business line staff across HSL, especially at the Wolk Center for Memory Health, on contributed content
• Ensure adequate resources, engage freelance writing as necessary
• Seek opportunities to repurpose content in other marketing vehicles

Create, or oversee the creation of, content for Hebrew SeniorLife’s websites.

• For the main site, hebrewseniorlife.org: Understand how to position services based on HSL style, business goals, and current offerings, along with the needs of the user (primarily, seniors and their adult children)

In partnership with the Director of Marketing as necessary, meet with stakeholders to ensure web content is current and meets their business needs; lead content refreshing as necessary
Review and understand monthly analytics in order to monitor performance and make changes
Stay up-to-date on SEO best practices; review and implement SEO recommendations provided by digital agency; identify areas for SEO audits and improvements
Train other content writers on writing for the web and SEO best practices

• Serve as an internal consultant for the employee intranetWrite and/or review content as necessary

Provide advice to ensure components available are being used optimally
In partnership with the Project Manager, meet with program/business line staff as necessary to understand their needs and communicate how the HUB can support those needs

• Support Marcus Institute staff ownership of marcusinstituteforaging.orgReview and understand quarterly analytics in order to monitor performance and recommend changes as necessary

Lead annual review of high-level content to ensure it stays up to date
Serve as a resource for Marcus Institute staff on their content creation

Oversee email newsletters for blog subscribers, family members of patients/residents, and professional referral sources

• Ensure content meets HSL standards, supports business and marketing goals, and follows evolving best practices for email communicationPartner with stakeholders and Director of Marketing as necessary

Lead monthly editorial meeting for HRC long-term chronic care patient family newsletter

• Test content and review results to inform future emails
• Seek opportunities to grow the blog subscriber list

Lead the creation of institutional print/electronic collateral, as necessary

• Create/update HSL brand overview collateral
• Work with stakeholders on one-off collateral pieces, e.g. flyers/brochures; develop templates so stakeholders can create their own materials
• Conceive of and produce content that can be used for marketing purposes, such as ebooks or videos
• Work with external vendors as necessary, e.g. photography, design, print
• Adhere to established budgets

Optimize and repurpose content

• As a member of the Editorial Board, contribute to the editorial calendar, adhere to deadlines, look for opportunities to repurpose existing content, and review metrics to understand what content performs successfully in order to shape story ideas that engage key audiences. Make recommendations on top-performing content that can be used for channels including lead generation, fundraising, social media, media relations, paid media, etc.
• Oversee execution of HSL’s participation in the Google Grant program, as managed by HSL’s ad agency of record
• Report on relevant results in the team’s monthly marketing report

Hire and manage content team personnel

• Supervise two direct reports and the work of freelancers
• Agree on performance expectations and provide mentorship, support, and feedback
• Model HSL’s cultural beliefs

Qualifications

• Bachelor’s degree with 5-10 years’ related experience
• Superior writing, editing, and project management skills
• Experience managing and motivating employees
• Demonstrated experience distilling complex topics for multiple consumer audiences
• Experience writing for print and digital channels and applying SEO best practices to digital content
• Demonstrated ability to identify compelling content and effectively tell those stories through print and digital channels
• Experience using digital or web-based tools; Drupal experience a plus
• The ability to work independently and collaboratively to drive forward multiple projects simultaneously
• A curiosity for following the evolution of digital content and adopting new tools and techniques
• A commitment to HSL’s mission, cultural beliefs, and building an inclusive workplace
• Health care industry and/or senior care experience preferred

Driver’s license and access to a car required for occasional travel to HSL’s sites in Greater Boston (not all are accessible via public transportation

Job Type: Full-time

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Flexible spending account
• Health insurance
• Health savings account
• Life insurance
• Paid time off
• Vision insurance

Schedule:

• Monday to Friday

Ability to commute/relocate:

• Dedham, MA: Reliably commute or planning to relocate before starting work (Required)

Experience:

• Social media marketing: 3 years (Preferred)
• Writing skills: 5 years (Preferred)
• creating collateral: 5 years (Preferred)

Work Location: Hybrid remote in Dedham, MA

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