Job Description

The Senior Branding and Content Strategist will play a pivotal role in developing, managing, and enhancing the branding identity of the organisation, whilst leading on the development and execution of content strategies and also producing and overseeing high-impact content across our digital estate. This position requires a balance of strategic planning, creative execution, and collaborative teamwork to ensure the brand and content resonates with its target audience and remains competitive in the marketplace. The individual will also be responsible for maintaining consistency in brand representation across all channels, both internally and externally, while contributing to the overall marketing strategy.

Key Responsibilities

Strategy Planning

Develop, manage, and maintain strategic content plans across web, social media, and email communications to ensure content is engaging and relevant whilst applying SEO best practices and maintaining a cohesive and consistent brand presence. Conduct regular audits across marketing platforms, including content audits, to identify performance gaps, evaluate content relevance, and recommend new formats, platforms, or channels. Collaborate on the development of new content series and evergreen content streams that align with brand goals and audience needs. Work closely with the wider marketing team to ensure all content strategies align with broader campaign objectives and audience insights. Monitor industry trends, audience behaviour, and competitor activity to inform proactive content planning. This role is critical to driving engagement, building brand equity, and improving conversion across our student recruitment funnel. Success in this role will be measured by improvements in organic traffic, lead conversion rates, and engagement metrics.

Brand Management

Develop, manage, and regularly update comprehensive brand guidelines to ensure consistent application across all internal and external communications. Analyse and report on brand perception within target audiences, using qualitative and quantitative research methods. Produce a tactical plan for brand positioning, aligning with overall business objectives.

Marketing Campaigns and Communications

Work closely with the marketing team to ensure all marketing materials align with the visual identity and branding standards, while also collaborating across departments to maintain consistent branding in company-wide materials, prioritising marketing deliverables. Support broader marketing campaigns and initiatives as needed, ensuring consistency in messaging and brand representation. Collaborate with team members to brainstorm and execute creative marketing solutions.

Website and Digital Presence

Oversee the visual and functional aspects of the company website (mobile first), collaborating with designers and internal tech specialists as necessary. Lead the development of new website pages or projects, such as recruitment and B2B pages, ensuring alignment with brand standards. Manage website content to reflect current marketing initiatives and product offerings. Contribute to SEO strategies to improve website visibility and search rankings. Utilise Conversion Rate Optimisation (CRO) techniques to enhance user engagement and conversion rates. Design and implement A/B testing for campaign optimisation.

Public Relations and Outreach

Support event planning by ensuring all visual elements and materials are aligned with the brand.

Content Creation and Collateral

Plan, write, and produce a range of engaging content for use across digital channels including social media, website, email campaigns, and blogs, in line with Learna's brand guidelines, SEO best practices and marketing plans. Ensure tone of voice, messaging, and brand guidelines are followed consistently across all content touchpoints. Plan, arrange, and attend a variety of content shoots and live events with internal and external stakeholders: including seminars, graduations, conferences, and in-house filming sessions. Lead the development of high-quality written, visual, and multimedia content that supports engagement, conversion, and brand positioning. Oversee the full content lifecycle: from concept to production to performance analysis, across digital platforms. Manage and refine content calendars, ensuring alignment with key marketing milestones and business objectives. Create and/or oversee the production of print materials, imagery, and other brand collateral, working with graphic designers as required. Create and refine high-quality visual content, including typography, animations, and video projects, to enhance brand messaging and engage target audiences effectively. Ensure all visuals for events and campaigns align with brand identity, collaborating with relevant team members such as event execs. Produce and manage social media imagery and content, ensuring consistent branding.

Training and Mentorship

Provide training and mentorship to junior team members to support their development.

Trademark and Legal Management

Register and manage trademarks for the organisation, ensuring legal protection of brand assets.

Performance and Accountability

Set, agree upon, and deliver against defined Key Performance Indicators (KPIs) to ensure alignment with organisational goals and objectives. Monitor and report on performance metrics, using insights to optimise strategies and drive continuous improvement.

Analytics and Reporting

Use data-driven insights to evaluate the effectiveness of brand initiatives and campaigns. Provide regular reports on brand performance, audience perception, and campaign results.

Key Skills and Qualifications

Proven experience in brand and content management, including the development and implementation of brand and content strategies. Strong understanding of web design principles and experience managing website projects. Strong content creation skills, including written content, videography and photography. Excellent written and verbal communication skills, with a track record of producing high-quality content. Proficient in Adobe Creative Suite, Canva, and a range of other design tools, with a strong ability to create high-quality, visually engaging content across various platforms. Strong analytical skills with the ability to interpret data and provide actionable insights. Exceptional organisational and project management skills. Collaborative mindset with the ability to work effectively across teams. Technical marketing skills, including basic HTML for email and web content updates.
Job Types: Full-time, Permanent

Pay: Up to 32,000.00 per year

Benefits:

Additional leave Bereavement leave Casual dress Company events Company pension Cycle to work scheme Employee discount Employee mentoring programme Free parking Health & wellbeing programme On-site parking Store discount Transport links Work from home
Work Location: Hybrid remote in Cardiff, CF14 5GF