Director of Content Marketing

ForeFlight produces the best selling iPad and iPhone app for pilots flying personal and business aircraft, corporate flight departments, and aircraft operators. Customers include individual pilots worldwide, Fortune 500 corporate flight departments, state and federal agencies, leading operators, and leading aircraft OEMs. We have been in the App Store since Day 1 (7/10/2008) and are consistently ranked in the top 50 grossing iPad apps in the App Store.

The Director of Content Marketing (DCM) executes content marketing initiatives, both internal and external, across multiple platforms and formats to help drive sales, customer engagement, retention, and other positive behavior. This is a unique opportunity at an innovative company already well established and widely known for its high quality and award-winning electronic flight bag products. It’s the job of the DCM to think and act like an aviation industry and lifestyle managing editor/journalist by creating, organizing and optimizing ongoing content marketing programs that communicate with passion and purpose so that enterprise and consumer prospects and customers alike form a lasting emotional bond with the brand and the professional and lifestyle values for which it stands. The position collaborates with outside contributors/vendors as well as with departments across the company, including marketing, sales, product development, technology, and customer service to help define both the brand story and the story as interpreted by the customer. This position reports to the Vice President of Marketing. Activities include but are not limited to writing regularly for the ForeFlight Blog, editing contributor articles, engaging directly across social media channels, conceptualizing and overseeing production of high-impact content on a quarterly basis such as case studies, research reports, whitepapers, etc. to be used for inbound marketing campaigns, contributing to the overall direction and focus of marketing messaging and campaign development, and working with content production vendors (film, photography, etc.).

This position is responsible for establishing and cultivating ForeFlight’s brand voice and personality by generating content and brand storytelling in all forms on a day-to-day basis that communicate ForeFlight’s core values and product value propositions to drive new business and build loyalty with existing customers. This includes: - Creating, aggregating, and curating compelling and informative content. - Conversing and listening through direct social media engagement. - Managing the channel strategy, and measuring program effectiveness. - Integrating content marketing with traditional marketing campaigns. - Establishing an editorial calendar that complements the broader marketing strategy and plan. - Ensuring all content is on-brand, consistent in terms of style, quality, and voice. - Ensuring all content is optimized for search and user-experience within each channel, including online, social media, point of purchase, mobile, video, print and in-person at events. Success Criteria The criteria for success include: - Continual improvement of customer nurturing and retention through storytelling and content marketing. - Continual improvement in customer acquisition through consistent and purposeful content production and deployment focused on target customer segments. - Positive brand recognition. - Increase in defined customer engagement metrics (measured by users taking the desired action -- i.e. conversions, subscriptions, purchases, etc.) - Website and social media traffic growth - Social media positive sentiment metrics - Continual improvement in search engine keyword rankings - Identifying up-sell and cross-sell opportunities through content analysis and deployment tactics. - Experience and Skills Requirements The Director of Content Marketing requires a combination marketing and publishing mindset, a near-obsession with aviation trends, industry news and lifestyle, and an innate ability to think “customer first.” We’d love to find someone who identifies with the adventure and unique mindset of a pilot/aviation enthusiast. We are looking for someone who is as passionate about aviation as they are about writing and storytelling. Someone who intuitively understands how to create content that will inspire, inform, and entertain the ForeFlight customer while simultaneously endear them to the ForeFlight brand.

- Bachelor’s degree, preferably in English, Journalism, Public Relations or related communications field. - 5-8 years experience writing, editing, producing content for the web covering aviation or representing a related industry brand. - Proven editorial skills. Outstanding command of the English language. - Must be able to tell a story using words, images, video, and audio; as well as possess an understanding of how to create content that draws an audience (it is critical that this position retains an “outsider’s perspective” much like that of a journalist.) - Big plus if you have direct experience as a print or broadcast features or aviation journalist with a “nose” for the story. - Skill at both long-form content creation and real-time (immediate) content creation and distribution strategies/tactics, including through social media. - The ability to intuitively understand what the audience needs to know and how they want to consume it. - A passion for aviation with voracious appetite for all things aviation-related, including staying up-to-date with all the aviation blogs, sites and brands. - Intuitive understanding of luxury branding and customer experience. - Big plus if you have extensive contacts within the aviation industry and aviation media communities. - A passion for new technology tools and usage of those tools within your own blogs and social media outreach. - Basic technical understanding of HTML, XHTML, CSS, web publishing, etc. - Fluency in web analytics tools (Google Analytics), social media marketing applications (HootSuite, Tweetdeck, etc.) and leading marketing/communications platforms (SalesForce, HubSpot) - Self-starter with proven ability to take initiative, work independently and collaborate across organization departments and with outside vendors. - A comfort level and willingness to embrace change and to adapt tactics on the fly.