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Content Strategist

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CONTENT STRATEGIST RESPONSIBILITIES
The Content Strategist (CS) defines, documents, and guides the narrative direction of the online experience. The CS leverages strategic insights and ideas to plot a course for content development that ensures the online experience achieves business objectives and exceeds Guest expectations.

The CS uses research from internal and external sources to generate ideas and inform the creative approach of a project. The CS defines the Mission and Story of the online experience and directs the type, style, tone, grouping and presentation of content. The CS develops and maintains deliverables including the Page Inventory, Content Index, and Facet Map to catalog and describe the defining characteristics of the web pages and content elements within the scope of a project.

The CS collaborates with Information Architecture, Copy, Visual Design, Flash Design, Media, Tech, SEO, Analytics, Product Management, and Production to ensure strategic continuity across disciplines and achieve the communication goals of the project.

• Leverages industry, business, Guest, product, and site research to guide creative decisions on a project.
• Develops strategic ideas to inspire, shape, and create cogent and compelling online experiences.
• Creates, communicates, and directs the content strategy for a project, with a focus on branding, marketing, business goals, and Guest needs.
• Helps guide the content creation, maintenance, management and governance for a project.
• Defines the Mission and Story of an online experience and helps shape the Voice.
• Develops and maintains the Page Inventory to document page-level information including URLs, keywords, page titles, copy notes, etc.
• Develops and maintains the Content Index to catalog content elements and their defining characteristics.
• Works with Ontology to develop and maintain a Facet Map that documents the categories, dimensions and values of content elements, their relationships, and the rules of their display.
• Collaborates with Copywriters/Editors to ensure the content achieves business goals and supports the Guest experience.
• Provides direction to vendors and external consultants in content-related tasks and assignments.
• Leads the creative team in developing and implementing the creative vision for a project.
• Ensures cohesion between disciplines and strategic continuity across deliverables.
• Researches and reports on relevant industry trends and best practices to identify opportunities for new or improved online experiences.

RELEVANT EXPERIENCE/CAPABIITIES

• Strategic, user-centric, web design/development experience with emphasis on travel, consumer, business, and/or commerce projects.
• Understanding of web design and technologies and production processes.
• Knowledge of and familiarity with current and emerging web-based technologies and industry trends.
• Ability to navigate maturely in challenging political environments.

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