The Vice President of Consumer Content Strategy is a key contributor to defining the Ameriprise Financial consumer experience. They ensure content effectively and consistently drives strong engagement with consumers across channels - both digital and traditional - by bringing to life our mission: helping clients feel more confident about their financial future. They are accountable to develop proprietary content, curate partner content and advise Ameriprise Financial business lines on best practices in content strategy and marketing. They will lead a team of 12 or more individuals and will report to the Vice President, Content and Employment Marketing. The ideal candidate for this position is an accomplished financial services marketing executive, experienced in content and editorial strategy, and with an intuition for user experiences across digital and traditional channels.
1. Lead the strategy for consumer content marketing that drives and deepens client and prospect consideration and preference and provides a high-quality and consistent content experience. Lead team to efficiently create/leverage content assets, track ongoing performance and optimize to drive results. 2. Lead editorial planning and omni-channel content marketing strategies to support the growth of the Ameriprise Financial Advice and Wealth Management business. Develop content that contributes to differentiated marketing experiences within email, websites, social channels, and native advertising. Develop core collateral and seminars that support advisors' engagement with clients and prospects. As required, adapt strategies and lead teams through changing market circumstances. Clearly communicate the strategic direction of Content Marketing to the team and key partners. 3. Be accountable for ensuring the Content team and external agencies understand and apply consumer insights that inform strategy, messaging and ongoing optimization. 4. Amplify Ameriprise Financial content across target audiences, specifically leveraging the digital platforms. The successful candidate will help ensure team delivers innovative ways of engaging audiences via digital and social media. They will leverage analytics using an insight-based approach to distilling data into intelligence to enable continuous improvement and enhance the knowledge that is brought to client relationships. 5. Ensure effective controls are in place to proactively manage risk and remain in compliance with company policies and procedures. 6. Effective people, program and team leadership; Build a high-performing, collaborative, direct, accountable and positive culture.
Must be able to effectively motivate and lead effective cross-functional teams in addition to having:
10+ years of leading content marketing and strategy development teams.
Experience with content architecture, ongoing content management, CRM and marketing automation systems.
Proven ability to lead, influence, communicate and interact with people at all levels across the organization.
This position requires a Series 7 or ability to obtain within 90 days.
Key Qualifications: A sophisticated leader in content strategy, development and management. Adept in working across digital and traditional marketing channels with a proven track record of using content to drive business results.
Proven leadership skills - team building, supervision, mentoring and managing diverse teams to drive results.
Able to lead and influence within Ameriprise's matrixed organization by maximizing relationships, building trust, and communicating effectively across the business and leadership levels.
This is a highly visible role that requires strong presence, forward thinking and courage to challenge the status quo.
Experience within financial services or a keen understanding of financial markets and consumer investing.
Sets direction and vision and is passionate about their work.