Digital Content Strategist

Overview

About the role:

• You are a self-motivated, curious content marketer with a proven track record for optimizing content placement, timing, and activation across the full customer journey.
• Your expertise in contributing to cohesive digital narratives through multiple content types and platforms—paired with your ability to identify content opportunities and amplify their reach—will be vital to creating a best-in-class B2B web experience.
• In this role, you’ll collaborate across our global marketing organization to brainstorm, educate, and champion digital content best practices (blogs, microcopy for CTAs, content placement, etc.).
• You’ll remain current with evolving digital trends while delivering content audits, strategic briefs, and working closely with digital publishers, web developers, brand strategists, and key stakeholders to activate a fully connected content experience.
• As our Digital Content Strategist, you will facilitate content creation, standardization, and strategic placement to maximize efficacy, education, and conversion according to best practices and emerging digital trends.
• You will own the critical responsibility of connecting newly published content across the user journey—ensuring comprehensive cross-referencing, strategic promotion, and intelligent surfacing at all relevant touchpoints to amplify content value and user engagement.

WHAT YOU’LL DO:

• Execute content audits and reviews to uphold the Amex GBT digital presence for consistency, accuracy and maximum impact.
• Partner with Senior Digital Performance Marketing Manager to create content action plans based on data findings (Google Analytics 4, Google Search Console) and with SEO Specialist to utilize SEO + LLM data to create content from data-backed insights.
• Manage and own the Workfront editorial flow for web team owned-content and requests; act as subject matter expert for new page creation and structure.
• Organize and maintain a web content library to monitor for performance, freshness and internal linking opportunities in partnership with SEO Specialist and content team.
• Collaborate with web publishing and development teams to create impactful web pages, content, layouts and changes.
• Partner with internal teams to drive SXO impact with evolving digital copy standards.
• Contribute to monthly, quarterly performance decks with insights, actions and data-driven findings on endeavors.

WHAT YOU BRING:

• 3 years’ experience in crafting, editing and strategizing B2B and SaaS website messaging at an enterprise level.
• Strong editorial and brand eye to identify content opportunities that blend SEO and human-centric content with storytelling.
• Digital/Web-first mentality
• Familiarity with content management systems (CMS) like WordPress or Drupal.
• Expertise in content marketing strategies with SEO inclusion, including the marketing funnel, content type best practices
• Creative approach to problem-solving to work across platforms, channels and teams
• Demonstrated curiosity for an ever-changing space and drive to learn about peripheral departments and teams for personal and professional growth.
• Strong analytical and project management skills.
• Excellent communication and interpersonal skills.

EVEN BETTER:

• Familiarity with SEO/LLM best practices for visibility
• Data-driven decision maker with advanced analytics skills.
• Experience in the travel, tech or SaaS industry.
• Customer-centric with a deep understanding of user behavior.
• Experienced with agile methodologies.
• Committed to continuous learning.
• Understanding of compliance and ethical standards in digital marketing.
• Experience with web analytics platforms like Google Analytics, Google Search Console, Google Looker Studio and/or Adobe Analytics for tracking user behavior and conversion metrics.