Content Strategist

We’re based in Detroit. We scale from local to global, with offices in New York, San Francisco, London, Sao Paulo, Shanghai and 30 other cities. We are 1,500 people strong, adept at managing complex, global challenges. We can also be 15 people strong, equally effective when working on smaller assignments facing big challenges.

The main responsibility of the Content Strategist is to develop content ideas and respective user journeys for integrated advertising campaigns. The campaigns will support the launch of vehicles, the storytelling of the brand and the promotion of events.

It is our content mission to deliver the right content to the right audiences at the right time. In order to achieve this mission, it is necessary to collaborate with the analytics team to analyze/evaluate the content performance on our own site, paid media and social.

The content idea should derive from the comms proposition and resonate with the target audience. A content plan should then further determine the specific target audiences. Current target audiences are owners, conquest and luxury intenders.

During the content ideation process it is required to collaborate hand-in-hand with the creative team. Once the content idea and creative direction is confirmed, it is the Content Planner’s role to brief all other respective team:

• Media team for setting specific targets and allocating budgets
• Brand Publishing Lab for creation of content and real-time execution in social
• BCA team for exploration of partners, events and activations
• CRM for inclusion in owner & shopper communication

• Develop target portraits that inform beyond demos/psychographics: relevant content territories, channel & device behavior, media consumption habits, etc.
• Create user journey and content plan for campaigns and recommend messaging cadence in collaboration with implementation team
• Align the content plan with media communication plans and social community management plans for a flawless execution
• Support the strategy team with brand, product & cross-channel planning
• Develop & communicate trends and insights from auto, luxury and digital
• Support quarterly competitive analysis
• Leverage partners to source target audience insights and media trends
• Assist with Ad Hoc strategies & recommendations
• The Content Strategist will be working on all channels, collaborating with the respective teams and reporting to the Cross-Channel Strategy Lead.

• Preferably 3 - 4 years of relevant experience
• Bachelor’s degree or equivalent experience preferred
• Strong media/communications planning background – primarily in digital media
• Take analytics insight to develop optimized content distribution plans
• Understands evolving digital technologies and ways to leverage them
• Strong analytical skills
• Strong organizational skills
• Ability to work independently in a team atmosphere
• Ability to develop ideas that go beyond digital and into mass media/experiential opportunities
• Ideally understanding of: GfK’s MRI ‘Survey of the American Consumer, ComScore, Paid social platforms (i.e. Adaptly)
• Have physical and mental requirements to meet the above listed job responsibilities.