Director - Digital Marketing - Fidelity Investments - Smithfield

Job description
The Digital Marketing function is accountable for Fidelity Financial Advisor Solutions’ (FFAS) digital-channel of marketing communications, taking into account the customer experience and the relationship to other channels — direct marketing/print and sales/phone.
Digital Marketing is responsible for applying digital capabilities to achieve FFAS positioning in the Business to Business (B2B) mutual fund distribution segment. Furthermore, at FFAS the Digital channel is an extension of the sales force and a lead generation tool. Digital channels include the advisor.fidelity.com Web site, social media programs, mobile platforms and E-Mail capabilities.
The Director Digital Marketing Content role specifically is accountable for the customer’s content experience on the web: Provide strategic oversight and tactical direction for the development and delivery of strategic content marketing for the advisor sold channel. Manage the creation, maintenance and application of editorial policies and standards while maintaining a consistent editorial voice and adherence to the brand voice. Influence the day-to-day partner relationships with key external resources for content development and delivery.

Ensures the investment product and thought leadership content on the web is relevant and meets customer and business needs
Has an active role in the overall web experience by guiding individual campaign executions as well as "evergreen" content
Provides insight into trends in the Financial industry

Primary Responsibilities

I.Responsible content relevance and customer experience
Design and manage the Content strategy to support the goals of the marketing department and the firm. Work with internal and external partners on all aspects of Content management. Establish or enhance existing processes to ensure consistency across Integrated Marketing.
Influence upstream content creation: work closely with Integrated Marketing managers, Product Managers, and others to articulate Marketing objectives, determine relevant content, and coordinate resources to write, design and produce material. Ensure quality material produced in a timely and accurate fashion. Importantly, also decide what should not be produced, and manage processes and expectations accordingly.
Establish and drive Content vision, strategy and team (Thought Leadership, Value Add and Social Media marketing teams). Assess our capabilities and needs with respect to our Content and the means by which it is distributed, including social and digital channels; understand competitive backdrop and client needs; clarify goals for Content Marketing and identify appropriate metrics; develop strategy for most effective delivery that optimizes organizational structure, processes and technology, within budget.
Implement / improve processes to support Content strategy, including: development of editorial calendar, communication with internal partners, compliance best practices, among others.
Audits advisor.fidelity.com with an eye towards timely content
Reviews site traffic, ensuring the most important content is given the necessary prominenc
II. Maintains best practices for web execution
The Content Director participates in all updates to advisor.fidelity.com, including Marketing campaigns & technology releases.
Expert knowledge for each web / e-mail execution... understands continuously changing recommendations & requirements for page layout, page naming, related content, view customization, etc.
Provides guidance on best practices for inclusion of web page features across multiple options, e.g. video, flash, conference call interactivity, fund research, collateral display/ordering, feedback, share, subscribe, click to talk, etc
Collaborates with Marketing & Creative teams to create use case flow diagrams.
III.Understands changing business goals and trends

Regularly engages influencers across FFAS to understand important business needs
Participates in resource/campaign planning
Maintains understanding of digital marketing trends, both inside and outside the Financial services sector
Researches evolving client needs, market news, and events
Attends industry conferences & Fidelity events
Understands the constantly evolving regulatory environment
Reviews competitive web site analysis, reviewing for trends in navigation & usability, content, and functionality

Desired Skills and Experience

Education and Experience
10 yrs. Financial Services experience
7-10 yrs. User experience design
MBA or Advanced degree preferred

Skills and Knowledge
Positive Attitude. Self-motivated. Eager to learn, participate and contribute however necessary.
Timeliness/Accuracy. Completes projects on time with a consistently high level of accuracy. Works efficiently with excellent use of time management skills. Detail oriented.
Works Effectively within Fidelity. Ability to work with various levels of management within various parts of the Fidelity organization.
Strong Communication Skills. Communicates effectively both written and verbally. Listens effectively. Asks relevant questions to gain understanding and insight.
Exceptional Follow-Through. Always “closes the loop.”
Understands Process. Adheres to best practices, policies & procedures.
Understands FFAS Business Model. Understands intermediary-sold products, markets and FFAS Sales model.
Thinks Independently. Provides creative solutions to objections/problems.
Drives/Challenges Issues. Digs deep to get to the root of each issue. Drives assigned tasks, constantly challenging mediocrity and complacency. Takes the initiative and full ownership of the project/products. Meets deadlines.
Understands Project Relationships. Forward thinker in terms of how one change may effect multiple areas. Understands how and where the dominos may fall. Reacts instinctively.
Proactive Participant. Accepts, seeks out new assignments with regularity. Sees each assignment through to completion without needing to have each individual step assigned to them.
Excel in Time Management. Manages complex, multi-task projects effectively. Capable of working relatively autonomously while consistently producing work that is thorough, complete and highly accurate. Able to shift gears/priorities as a moment’s notice.
Thinks Strategically and Tactically. Continually identify new opportunities while mastering the tactical requirements necessary to develop strategic goals, products, programs or services.

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