Sitting on the fashion and luxury GM team, the Senior Content Strategy Manager will help lead, shape, and execute audience acquisition efforts for several iconic brands within Hearst’s Fashion and Luxury portfolio, which includes Esquire, Harper’s BAZAAR, ELLE, Town & Country, ELLE Decor, and Veranda.
While guiding the SEO strategy is a primary focus, this role will also advise on efforts across affiliate commerce, membership, newsletter, video, and social to grow and engage digital audiences. Think of yourself as a secret weapon for these brands—you’ll architect strategy so that our daily coverage and biggest projects connect with readers across a wide variety of platforms. This person will work with editorial leaders to craft publishing and promotion plans, devise engagement-focused experiments, and provide data-driven insights to the team on a daily basis. Ideal candidates will be deeply curious about what the next gen of media consumers engage with on and off platform, with a keen interest in topics that matter most to the fashion and luxury audience (culture, beauty, style, and more).
Responsibilities
Own and execute the end-to-end SEO strategy for several fashion and luxury brands, with an eye towards driving valuable conversions (e.g. shopping, newsletter subs, subscription acquisition).
Regularly dig into the data and conduct competitive analyses to find content gaps, ID where we are gaining or losing audience, and propose new experiments.
Work with senior editorial leads to develop and refine daily editorial efforts that grow engagement across various social/video platforms, onsite, and newsletter programming.
Track progress and pitch new growth initiatives that help meet established editorial and business goals across commerce, site registration and subscriptions, paid membership and more.
Collaborate with various teams, including Newsletter, Subscriptions, Social, and Video, to exchange insights, drive experimentation, and broadcast learnings.
Develop ongoing training programs for new and existing staffers; regularly evangelize content quality best practices throughout the organization, partnering with other content strategy and SEO teams, editorial leadership, and more.
Use Google Analytics, Dash Hudson, Looker, SEM Rush, SimilarWeb, Domo, and more data tools to ID trends, track performance/conversions, share wins, perform case studies, and find ways to iterate on successes and improve ROI.
Create regular recaps and lead meetings for editors at all levels, editorial leadership, and executives that provide insights, report on experiments, and celebrate wins.
Deliver ongoing strategy debriefs to leadership across the organization, including affiliate, sales, and others about your brands’ digital footprint and audience trends.
Support other audience growth leaders working with the Hearst Magazine’s product org to ID and help QA ongoing, search-friendly storytelling and onsite SEO technical enhancements.
Requirements
Bachelor's degree
5+ years of SEO and content strategy experience
Exceptional leadership and communication skills, with a keen ability to effectively partner with GMs, editorial, and central operation leaders, product leads, and other senior-level executives to distill complex topics into clear actions
Strong editorial skills and keen sense of what content works well online and what’s trending
A willingness to embrace change and to adapt strategies on the fly
Proficiency with Google Sheets/Excel and Google Analytics as well as experience with Google Search Console and other SEO tools (e.g. SEMRUSH, Google Trends, etc.)
The ability to create and manage content schedules and deliverables, keeping projects on track with targeted deadlines
