Marketing Content Specialist

About The Institutes

A not-for-profit organization headquartered in beautiful Malvern, PA, The Institutes have been the leading provider of risk management and property-casualty insurance education for more than 100 years. By living our values—Put the Customer First, Do What You Say, Work Together, Be Innovative and Do the Right Thing— our talented team delivers innovative solutions that best empower risk and insurance professionals to help those in need. In 2024, The Institutes was named a Top Workplace by Philly.com for the ninth time. We understand the importance of work-life balance and provide excellent benefits and a friendly and team-focused work environment to drive employee engagement.

Marketing Content Specialist

The Marketing Content Specialist is responsible for strategically planning, executing, and optimizing data-driven digital marketing content in support of growing The Institutes Knowledge Groups’ business with a primary focus on B2C (student) efforts, as well as supporting B2B (corporate) marketing efforts. This role is responsible for creating marketing content to capture, convert, and retain students, while continuously analyzing content performance to refine strategy and maximize ROI. This role also contributes to enterprise level communications, including media relations, to align content efforts with broader business objectives. Strong business acumen and exceptional verbal and written communication skills are a must.

What You’ll Do:

• Plan, execute, and optimize digital marketing content and campaigns, primarily in support of B2C marketing and enterprise communication programs, with a secondary focus on B2B marketing and sales programs. Establish and monitor realistic KPIs focused on business goals, B2C personas, and marketing mix.
• Collaborate with the marketing team to develop and execute original B2C marketing programs, including support of product launches and releases that reinforce core persona messages and value. Tools may include digital outreach, messaging, presentations, and/or meeting and event support.
• Strategically plan, test, implement, and optimize compelling, innovative, and integrated digital marketing and promotional campaigns.
• Partner with stakeholders on enterprise communications to support external and internal awareness efforts, including media relations and thought-leadership messaging, ensuring strategic alignment with the company’s broader objectives.
• Develop a deep mastery of the customer journey, obtaining insights into everything that helps drive adoption, retention, and advocacy.
• Actively track, measure, interpret, and optimize results to improve activity and campaign performance.

Other Responsibilities

• Closely coordinate activity with marketing and sales counterparts, as well as other stakeholders as needed.
• Serve on cross functional teams on an ongoing basis.
• Perform other duties as assigned. 

Required Competencies

Content Strategy and Copywriting:

Exceptional writing and editing skills, with the ability to create compelling content for diverse digital platforms (blogs, emails, social media, websites, etc.)

Experience in strategically developing content that effectively communicates key messages to target audiences and aligns with business goals and brand style.

Digital Marketing Proficiency:

Strong understanding of digital marketing channels and tools, including SEO, email marketing, and content management systems (CMS).

Project Management:

Strong organizational and project management skills, with the ability to plan, execute, and manage multiple content initiatives and campaigns simultaneously.

Experience in coordinating cross-functional teams and managing timelines, resources, and priorities effectively.

Creativity and Innovation:

Creative mindset with the ability to develop innovative content ideas and promotional campaigns that capture attention and drive action.

Experience in crafting engaging messaging and multimedia content that resonate with both B2C and B2B audiences.

Customer-Centric Focus:

Deep understanding of customer personas, behavior, and motivations, with the ability to create content that speaks directly to their needs and pain points.

Corporate Communications:

Ability to collaborate on messaging that reinforces brand reputation and enhances corporate communications.

What We’re Looking For:

• 5+ years practical digital marketing experience
• Bachelor’s degree required, graduate degree a plus
• Experience with project management and reporting
• Experience with marketing analytics and data analysis
• Experience with B2C and B2B marketing
• Experience working with Drupal and Active Campaign a plus
• Experience with media relations preferred

The Best Part? The Benefits!

• To enforce the importance of work-life balance, employees enjoy excellent benefits, including:
• 401(k) plan with company contribution up to 16%
• Generous time off package that includes paid vacation, personal, sick, and holidays
• Paid maternity and parental leave
• Tuition reimbursement
• Medical, dental, vision, and prescription coverage