The Mar­ket­ing Com­mu­ni­ca­tions Coor­di­na­tor for Bur­dge­Coop­er in Cal­i­for­nia over­sees all mar­ket­ing con­tent ini­tia­tives, both inter­nal and exter­nal, across mul­ti­ple plat­forms and for­mats to dri­ve sales, engage­ment, reten­tion, leads and pos­i­tive cus­tomer behav­ior. The posi­tion helps man­age pub­lic rela­tions, com­mu­ni­ca­tions and mar­ket­ing while inter­act­ing with cus­tomer ser­vice, IT and human resources to help define both the brand sto­ry and the sto­ry as inter­pret­ed by the customer.

This indi­vid­ual is an expert in all things relat­ed to con­tent and chan­nel opti­miza­tion, brand con­sis­ten­cy, seg­men­ta­tion and local­iza­tion, ana­lyt­ics and mean­ing­ful mea­sure­ment. Ensur­ing all con­tent is on-brand, con­sis­tent in terms of style, qual­i­ty and tone of voice, and opti­mized for search and user expe­ri­ence for all chan­nels of con­tent includ­ing online, social media, email, point of pur­chase, mobile, video, print and in-per­son. This is to be done for each buy­er per­sona with­in the enterprise.

Map­ping out a con­tent strat­e­gy that sup­ports and extends mar­ket­ing ini­tia­tives, both short- and long term, deter­min­ing which meth­ods work for the brand and why. Con­tin­u­ous evolve­ment of strat­e­gy is a must. The devel­op­ment of a func­tion­al con­tent cal­en­dar through­out the enter­prise ver­ti­cals, and defin­ing the own­ers in each ver­ti­cal to par­tic­u­lar per­sona groups.

Inte­gra­tion of con­tent activ­i­ties with­in tra­di­tion­al mar­ket­ing cam­paigns. Con­duct­ing ongo­ing usabil­i­ty tests to gauge con­tent effec­tive­ness. Gath­er­ing data and han­dle ana­lyt­ics and make rec­om­men­da­tions based on those results. Work­ing with own­ers of par­tic­u­lar con­tent to revise and mea­sure par­tic­u­lar con­tent and mar­ket­ing goals.

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Who is the ide­al Mar­ket­ing Com­mu­ni­ca­tions Coor­di­na­tor for BurdgeCooper?

Devel­op­ing stan­dards, sys­tems and best prac­tices (both human and tech­no­log­i­cal) for con­tent cre­ation, dis­tri­b­u­tion, main­te­nance, con­tent retrieval and con­tent repur­pos­ing, includ­ing the real time imple­men­ta­tion of con­tent strategies.

Lever­ag­ing mar­ket data to devel­op con­tent themes/topics and exe­cute a plan to devel­op the assets that sup­port a point of view and edu­cate cus­tomers that leads to crit­i­cal behav­ioral met­rics. Estab­lish­ing work flow for request­ing, cre­at­ing, edit­ing, pub­lish­ing, and retir­ing con­tent. Pos­i­tive brand recog­ni­tion and con­sis­ten­cy across cho­sen pub­lished channels.

An increase in defined cus­tomer engage­ment met­rics (mea­sured by users tak­ing the desired action… i.e. con­ver­sions, sub­scrip­tion, pur­chase, etc.). Web­site and social media traf­fic growth. Con­ver­sion met­rics def­i­n­i­tion and growth. Social media pos­i­tive sen­ti­ment metrics.

Cus­tomer feed­back and sur­vey data. Increas­es in key search engine key­word rank­ings. Clear­ly defin­ing con­tent dis­tri­b­u­tion dur­ing par­tic­u­lar stages of the buy­ing cycle (lead nurturing).

Iden­ti­fy­ing up-sell and cross-sell oppor­tu­ni­ties through con­tent analy­sis, and deploy­ing con­tent assets for high­er con­ver­sion rates. Pri­ma­ry cri­te­ria for suc­cess are cus­tomer and employ­ee affin­i­ty. Suc­cess is mea­sured around life­time cus­tomer val­ue, cus­tomer sat­is­fac­tion, and employ­ee advocacy.

Bachelor’s degree in Eng­lish, Jour­nal­ism, Pub­lic Rela­tions or relat­ed com­mu­ni­ca­tions field. MBA in mar­ket­ing a plus. 2–5 years of expe­ri­ence as a respect­ed leader in mul­ti­chan­nel con­tent cre­ation (pub­lish­ing, jour­nal­ism, etc.). Train­ing as a print or broad­cast jour­nal­ist and has a “nose” for the sto­ry. Train­ing in how to tell a sto­ry using words, images, or audio, and an under­stand­ing of how to cre­ate con­tent that draws an audi­ence (it is crit­i­cal that you retain an “outsider’s per­spec­tive” much like that of a journalist.)

Skill at both long-form con­tent cre­ation and real-time (imme­di­ate) con­tent cre­ation and dis­tri­b­u­tion strate­gies and tac­tics. The abil­i­ty to think like an edu­ca­tor, intu­itive­ly under­stand­ing what the audi­ence needs to know and how they want to con­sume it. A pas­sion for new tech­nol­o­gy tools (aka, using the tools you preach about) and usage of those tools with­in your own blogs and social media out­reach. Social DNA a plus!

Basic tech­ni­cal under­stand­ing of HTML, XHTML, CSS, Java, web pub­lish­ing, Flash, etc. Flu­en­cy in web ana­lyt­ics tools (Adobe Omni­ture, Google Ana­lyt­ics), social media mar­ket­ing appli­ca­tions (Hoot­Suite, Tweet­deck, etc.) and lead­ing social media mon­i­tor­ing plat­forms (Radian6, etc.). Expe­ri­ence cre­at­ing a resource or library of con­tent orga­nized indi­cat­ing SEO, trans­la­tions and ver­sion con­trol. Needs to be con­tin­u­al­ly learn­ing the lat­est plat­forms, tech­nol­o­gy tools and mar­ket­ing solu­tions through partnerships.

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What does the com­pa­ny say about the ser­vices they offer?

Bur­dge­Coop­er is a spe­cial­ty print house with roots going back to 1923. We bring ten in-house print­ing and fin­ish­ing process­es to inter­na­tion­al clients with pro­duc­tion facil­i­ties in Los Ange­les, Berke­ley, and Min­neapo­lis. Not only do we know where print­ing has been, but we know where it’s going.

We excel at online ser­vices and inte­grat­ing the print­ed page to mod­ern iden­ti­ty and adver­tis­ing cam­paigns. Pix­els and paper can play togeth­er. If brands tell sto­ries, we help them cre­ate a lan­guage by bring­ing their pres­ence into the phys­i­cal world in a way every­one can see and feel.
Spe­cial­ties: Fine Print­ing, print­ing for self-pub­lish­ers, engrav­ing, brand man­age­ment, dig­i­tal print­ing, secu­ri­ty print­ing, foil stamp­ing, iden­ti­ty sys­tem management.